川渝地区卷烟消费者吸食口味特征调查分析

Analysis of consumer＇s taste characteristics of cigarette smoking in Chuanyu area

应用XLSTAT2009统计分析软件，分析了甲、乙、丙3个城市1500名消费者对零售价为10元／盒的A、B、C、D4个卷烟产品的吸食口昧测试的调查问卷，研究了消费者吸食口味的特征和对各产品的喜好程度以及不同消费者在口味上的要求与差异。结果表明：（1）消费者对4个卷烟产品的评价得分差别不大，A香气浓度略浓，B烟香协调性略高，D和C略有轻微苦涩感，且刺激度略大。总体认为4个卷烟产品均没有较大的香料味道、苦涩感和刺激度。（2）该价位卷烟的消费者可分为4类。第1、4类消费者的偏好较为一致，喜好产品B和A，甲、丙城市居多；第2类消费者更加偏好没有香料味道的卷烟，偏好B，丙城市居多；而第3类消费者则对于卷烟中的香料味道更加偏好，有别于其他三类，丙城市居多。（3）从口味测试结果来看，无论在规模、区域适应性、消费者喜好度等方面A和B均优于C和D。

Results from 1500 questionnaires about cigarette taste in A, B, C cities for A, B, C, D cigarette products with retail- ing price of RMB10 Yuan were analyzed by XLSTAT 2009 software. Taste characteristics, preference degree of each product, requirements and differences in tastes to different consumers were studied. Results showed that 1 ） taste evaluation scores for four cigarette products were not significantly different. By comparison, A had slightly stronger aroma concentration, B had more harmonious smoke aroma, and D and C had slight bitterness and larger stimulate. In general, there were no clear flavour, harsh and irritated taste for all 4 products. 2）Consumers of cigarettes at RMB10 Yuan can be divided into 4 cater- gories. Consumers of cluster 1 and 4, most of whom are from city A or C, generally prefer products B and A. Consumers of cluster 2, most of whom are from city C, prefer cigarettes without flavor like product B. Consumers of cluster 3, unlike the other three catergories and most of whom are from city C, prefer cigarettes with flavors. 3） Products A and B were better than products C and D in scale, area adaptability and consumer preferences.