Analysis of the Current Situation and Influence Factors of Consumer Demand for Prepared Dishes——Based on Principal Component Analysis and Cluster Analysis
In order to further expand the scale of the prepared dishes market and promote the continuous growth of consumption demand for prepared dishes,data analysis was conducted on the survey results of 1085 consumers in Beijing.The results showed that the vast majority of consumers knew a little about prepared dishes,and the main channels for knowing were offline advertising,trial eating or online promotion.Among consumers who knew prepared dishes,the young consumer group had a higher willingness to purchase.Consumer groups of different ages had different preferences and requirements for the taste of prepared dishes.Prepared dishes with spicy and salty flavors were generally more popular,and consumers tended to prefer lighter flavors as they aged.Most consumers occasionally purchased prepared dishes,and in the scenario where consumers consumed prepared dishes,the impacts of work and the epidemic were greater.E-commerce channels and chain supermarkets were the main channels for consumers to purchase prepared dishes.By using a binary selection mode to study and analyze the impact of consumer personal characteristics on the consumption of prepared dishes,it was found that consumer age,consumer occupation and consumer cooking frequency at home had a significant impact on prepared dishes consumption.Young people under the age of 40,students and enterprise employees,as well as consumers who cook at home more than three times a week,had a higher tendency to purchase prepared dishes.By using component analysis and cluster analysis methods,the purchasing motivation and selection results of consumers for prepared dishes were analyzed.It was found that consumers who pursued convenience and speed tend to prefer spicy flavors,and prepared dishes were mostly used for holiday gatherings.The purchasing channels were mostly chain supermarkets and markets for agricultural products.Consumers who pursued cost-effectiveness tended to prefer light and spicy flavors.They often purchased prepared dishes for holiday gatherings and giveaways,and their purchasing channels were mostly from agricultural markets.Consumers who pursued healthy tended to have a preference for light or spicy flavors.They often purchase prepared dishes due to busy work and the pandemic.Their purchasing channels were mostly e-commerce channels and chain supermarkets.Consumers who pursued the taste of prepared dishes tend to have a sweet or spicy tastes.They mostly purchased prepared dishes for work,having limited cooking time,and their purchasing channels were mostly from markets for agricultural products.In response to the current situation and influence factors of consumer demand for prepared dishes mentioned above,suggestions for development were proposed,including strengthening supervision to enhance consumers'trust in prepared dishes,optimizing the process to improve the quality and taste of prepared dishes,strengthening publicity to increase the market share and popularity of prepared dishes,adopting live streaming sales to expand sales channels for prepared dishes.
NETL
NSTL
万方数据
