Analysis of Order Winning Factors in the Prepared Vegetable Retail Industry Based on Kano Modeling
The market for prepared vegetable food is vast but with a low barrier to entry,the existing products in the market have a high degree of overlap in terms of packaging and type,serious homogenization,and a high degree of substitutability between products,resulting in low brand stickiness.Therefore,it is particularly important for producing a product that can stand out among similar competitors and win more consumers'favor.This study is based on the literature related to the current situation of the prepared vegetable retail industry,combining market demand preferences and product characteristics to construct a survey index system,and designing a questionnaire accordingly.In the analysis of the data results,the quantitative Kano model is used,and SPSS is used to analyze and organize the data,analyze the different product attributes that affect consumers'purchasing tendency,reveal the non-linear relationship between user demand and user satisfaction,and come to the following conclusions:Consumers show more significant preferences for product attributes such as the environmental protection characteristics of the product packaging,scanning the code to watch the production process of the workshop,and the inclusion of local famous dishes and no preservatives added.preferences.Prepared vegetable enterprises can start to improve their products from these dimensions,so as to obtain more orders to win the elements,and then enhance the core competitiveness of prepared vegetables in the same track products.The innovation point of this paper is:under the premise of product quality compliance and other necessary attributes to satisfy most consumers,some product attributes with the ability to drive consumer purchasing behavior are extracted and analyzed in order to assist enterprises in winning wider consumer recognition and favor,and to provide a reference for breaking through the dilemma of product homogenization.
prepared dishesKano modeluser requirementsproduct influencesorder winning elements
万方数据
维普
