预制菜C端消费者购买行为及影响因素

C-end consumers’behavior of buying prepared dish and its influencing factors

为把握预制菜C端消费者真实感受和需求,探索预制菜有效对接市场的实践路径,基于810份调研数据,系统总结了预制菜C端消费者购买行为特征,进一步以消费价值理论为理论基础,构建了C端消费者预制菜购买意愿的影响因素模型。结果表明:1)预制菜C端市场发展潜力大,主要受众为女性、在职消费者,以中青年、高知人群及忙碌群体为主;2)预制菜C端消费者购买动机、品类偏好、购买渠道、消费场景以及产品信息偏好呈现明显差异;3)感知品质价值、感知情感价值以及感知便捷价值对预制菜购买意愿具有显著正向影响,感知社会价值负向影响C端消费者的购买意愿。本研究,为预制菜企业提出拓宽产品线、实施差异化产品推广策略等营销建议。

The aims of this study were to grasp the real feelings and needs of C-end consumers of prepared dishes and explore the practical path for the effective docking of prepared dishes to the market.Based on 810 survey data,the characteristics of the purchasing behavior of C-end consumers of prepared dishes were systemically summarized,and a model of the influencing factors of the C-end consumers'willingness to purchase prepared dishes based on the theory of consumer value was constructed.The results show that:1)The C-end market of prepared dishes has great potential for development,and the main consumers are women,working consumers,and mainly middle-aged and young people,highly educated people,and busy groups;2)The C-end consumers'motivation for purchasing prepared dishes,category preference,purchasing channels,consumption scenarios,and product information preference show significant differences;3)Perceived quality value,perceived emotional value,and perceived convenience value have a significant positive effect on the willingness to buy prepared dishes,while perceived social value has a significant positive effect.Among which,the perceived convenience value has a significant positive effect on the willingness to buy prepared dishes,the perceived social value has a significant positive effect.positively,and the perceived social value negatively affects the purchase intention of C-end consumers.Finally,this study puts forward marketing suggestions such as broadening product lines and implementing differentiated product promotion strategies for prepared dish enterprises.