Research on Milk Drinks Consumption Behavior of College Students based on the Theory of Planned Behavior in Shanghai

Abstract

Nowadays, milk drinks have gradually become an essential drink in daily life. In this paper, the research object is to analyze milk drinks consumption behavior of college students in Shanghai. Through analysis, it is found that personal preference and understanding has a great influence on consumption decision-making for college students. Therefore, some suggestions such as highlighting product features, improving safety, intensifying propaganda and complying with preference are put forward in order to improve sales volume for enterprises.