一种燕麦产品的市场调查结果分析

Analysis of the market research results of an oat product

采用方差分析、主成分分析、相关性分析及聚类分析法对一种燕麦产品的市场调查结果进行了分析,结果显示:该产品的整体喜好度高于所选的同类商品,但是水果味还需要加强。消费者的购买兴趣与燕麦的颗粒饱满度、产品外观、颜色、麦香味、品尝后的软滑度呈极显著的正相关,因此,要提高该产品的喜好度和购买兴趣,需从产品的外观,包括颗粒的饱满度、颜色、麦香味及产品浸泡后的感官特性方面着手。

The market research results of an oat product were analyzed by the methods of analysis of variance,principal component analysis,correlation analysis and cluster analysis.From the result,it could be showed that：the individual preferences of consumers on the product were higher than the same kind product,and the fruity flavor needed to be strengthened.The purchase interest of consumers had a very significant positive correlation with factors of product as following：the grain plumpness,appearance,color,soaked oat flavor and smooth of product.As a result,to stimulate the purchase interest of consumers and product preferences,the appearance of products,including grain plumpness,color,soaked oat flavor and sensory characteristics of the products were recommended to improve.