Consumers’ Brand Preferences for Infant Formula: A Grounded Theory Approach

In recent years, the market pattern of infant formula in China has changed dramatically. The share domestic exceeded that imports. essence change and foreign brands is consumers’ brand preferences. To explore which factors affected preferences, our study conducted a qualitative research method based on grounded theory, through in-depth interviews with 60 mothers Beijing-Tianjin-Hebei region, systematically identifying affect preferences for formula, allowed us to establish theoretical model them. We found product characteristics external environmental could directly formation or indirectly two intermediary buyers users. addition, consumption users were separated, infants, as actual users, an important factor not be ignored preference.