初吉代餐饼干的消费者行为分析.docxVIP

PAGE PAGE 18 内容摘要 初吉代餐饼干是上海思瑞食品有限公司旗下的的产品，它包含了16种口味的代餐饼干，来满足消费者的口感及口味的需求。近几年购买代餐饼干的消费者在逐渐增多，为了了解这些消费者的购买需求及扩大“初吉”代餐饼干的销售市场，我从消费者购买行为的角度展开了调查，在网上发布问卷，调查影响消费者购买“初吉”代餐饼干的因素，于2020年3月对749名消费者进行了市场调查，调查结果表明消费者的性别、年龄、收入、同事亲朋好友的推荐，代餐饼干的口感、质量安全、充饥时长、广告宣传及打折促销活动等不同程度的影响“初吉”代餐饼干的销量，根据这些影响因素的程度，提出相应的营销建议。 关键词：“初吉”代餐饼干 ；消费者行为 ；市场调查 ；营销建议 Abstract Chuji meal replacement biscuit is a product of Shanghai sirui food co., LTD. It contains 16 kinds of meal replacement biscuits to meet the taste and taste needs of consumers.In recent years, more and more consumers are buying meal replacement cookies. In order to understand the purchase demand of these consumers and expand the sales market of chuji meal replacement cookies,I conducted a survey from the perspective of consumers purchasing behavior, and published a questionnaire online to investigate the factors affecting consumers purchase of chuji meal replacement cookies.A market survey was conducted on 749 consumers in March, 2020. The survey results showed that consumers gender, age, income, recommendation from colleagues, relatives and friends, taste, quality and safety of meal replacement cookies, duration of hunger relief, advertising and promotional activities, etc. had different effects on the sales of chuchu ji meal replacement cookies.According to the degree of these factors, put forward the corresponding marketing recommendations. Key word: Chuji meal replacement cookies；Consumer behavior；Market research；Marketing proposal 目录 TOC \o 1-3 \h \u 1 绪论 1 1.1研究意义 1 1.2研究内容 1 1.3研究方法 2 1.3.1文献研究法 2 1.3.2问卷调查法 2 1.4研究现状 2 1.5研究思路 2 2 产品介绍 4 2.1产品简介 4 2.2 产品SWOT分析 4 2.2.1优势 4 2.2.2劣势 4 2.2.3机会 5 2.2.4威胁 5 3 关于初吉代餐饼干的消费者行为调查 6 3.1消费人群 6 3.1.1性别 6 3.1.2年龄 6 3.1.3收入 7 3.1.4品牌喜好 7 3.1.5品牌忠诚 8 3.1.6价格分析 8 3.2如何获取产品信息 9 3.3消费者购买渠道的选择 9 3.4影响消费者购买动机的因素 10 3.5影响消费者购买代餐饼干决策行为的因素 11 3.6消费者在购买代餐饼干时考虑的因素 11 3.6.1产品因素 11 3.6.2外在因素 12 3.7消费者对低GI原味全麦代餐