That’s according to CQUniversity Adelaide PhD researcher Rongbin Yang who has surveyed Chinese consumers, following a period when infant formula has been racing off the shelves of Australian retailers, in collaboration with CQUni Brisbane senior lecturer Dr Roshnee Ramsaran and CQUni Melbourne senior lecturer Dr Santoso Wibowo.
«Chinese consumers also seem to empty supermarket shelves in other countries, particularly in NZ and in Europe,» Mr Yang said.
«It is not difficult to link these issues to the Chinese people’s damaged trust in domestic dairy products after the 2008 scandal with melamine found in milk and infant formula.
«According to our qualitative study, we found that only 14 per cent of Chinese consumers think China produces good dairy products and 84 per cent care about the country-of-origin of the dairy products they purchase.
«The research project also shows that half of Chinese consumers prefer foreign brands of dairy products as their first choice.
«This is why Chinese people are finding ways to purchase overseas dairy products from overseas retailers.
«Although 62 per cent of Chinese people buy dairy products from local supermarkets, 42 per cent of Chinese consumers have purchased these directly from overseas, mainly from New Zealand, Australia and Germany.»
Mr Yang said the choice of Australia could be explained by the country image perceived in Chinese people’s minds, with 26 per cent of interviewees considering Australia their favourite country.
«Chinese people visualise Australia as a country with a clean environment, vast grasslands and strict production and safety standards when it comes to dairy products,» Mr Yang said.
«The perceived quality associated with the country-of-origin plays a great role in Chinese consumers’ purchase decisions and 66 per cent of respondents were willing to pay a price premium of 20 per cent or more for dairy products from the countries they prefer.”
«Chinese consumers also seem to empty supermarket shelves in other countries, particularly in NZ and in Europe,» Mr Yang said.
«It is not difficult to link these issues to the Chinese people’s damaged trust in domestic dairy products after the 2008 scandal with melamine found in milk and infant formula.
«According to our qualitative study, we found that only 14 per cent of Chinese consumers think China produces good dairy products and 84 per cent care about the country-of-origin of the dairy products they purchase.
«The research project also shows that half of Chinese consumers prefer foreign brands of dairy products as their first choice.
«This is why Chinese people are finding ways to purchase overseas dairy products from overseas retailers.
«Although 62 per cent of Chinese people buy dairy products from local supermarkets, 42 per cent of Chinese consumers have purchased these directly from overseas, mainly from New Zealand, Australia and Germany.»
Mr Yang said the choice of Australia could be explained by the country image perceived in Chinese people’s minds, with 26 per cent of interviewees considering Australia their favourite country.
«Chinese people visualise Australia as a country with a clean environment, vast grasslands and strict production and safety standards when it comes to dairy products,» Mr Yang said.
«The perceived quality associated with the country-of-origin plays a great role in Chinese consumers’ purchase decisions and 66 per cent of respondents were willing to pay a price premium of 20 per cent or more for dairy products from the countries they prefer.”
