Consumer Psychology and Behavior Study of Chestnut New-Style Composite Beverage
Chestnut is one of the seven dominant economic forest tree species in China,but the deep processing of China's chestnut industry is insufficient,and the commodities related to chestnut are relatively single and lack diversity.In order to develop the chestnut drink that consumers like,through a questionnaire survey of consumers in multiple provinces,this study collected user evaluations on mainstream social platforms,and used cross-analysis,association analysis,text mining and other methods to analyze consumers'consumption tendencies,generate consumer user portraits,and put forward corresponding beverage suggestions for different age groups.The results showed that chestnut milk and chestnut green tea were the chestnut compound drinks that were most in line with consumer tendencies,and had great market prospect and market acceptance,and were the two products with the greatest development potential.At the same time,the taste needs of consumer groups of different ages were different.Young consumers aged 18-25 preferred refreshing and sweet products,young consumers aged 25-35 preferred slightly bitter and refreshing products,middle-aged consumers aged 35-45 preferred rich and mellow products,middle-aged and elderly consumers over the age of 45 preferred products with a strong fragrance.This study could provide a reference for the design of new chestnut compound drinks that are more in line with consumer preferences,solve the problem of chestnut storage difficulties,and improve the added value of chestnut products.
万方数据
维普
