杂粮挂面的市场供给与消费群体

Market Supply and Consumer Groups of Dried Coarse Cereals Noodles

通过网购平台搜索数据,分析杂粮挂面的市场供给特征;通过2 167份消费者问卷调查,分析杂粮挂面的消费行为与需求;基于淘宝售后服务平台大数据,统计消费群体特征和区域。结果表明,国产和进口的杂粮挂面中,荞麦面的产品类型最多、市场供给量最大,也最受消费者喜爱。其次,玉米面和绿豆面的市场占比较大,受消费者欢迎程度较高。消费者对全麦面的购买意愿较高,但由于口感差和生产成本高,市场份额仍相对较低。杂粮挂面的口感、配料表/营养成分表、杂粮添加比例是影响杂粮挂面购买决策的主要因素。在杂粮挂面购买过程中,年轻消费者比年长者更关注杂粮面条的口感;高学历消费者更关注杂粮添加比例、配料或营养成分、价格,而低学历消费者更多地考虑包装因素。广东、江苏、浙江等经济较发达的沿海省份是消费杂粮挂面的主要区域。各类杂粮挂面中,中老年人更爱吃荞麦面。

Search the data through the online shopping platform to analyze the market supply characteristics of dried coarse cereals noodles. About 2 167 consumers were surveyed to investigate the consumption behavior and demand of dried coarse cereals noodles. Based on the data of Taobao after-sales service platform, the consumer groups characteristics were analyzed. The results showed that buckwheat noodles had the largest market share and were the most popular with consumers among all kinds of dried coarse cereals noodles. Next, the market share and the popularity with consumers of corn noodles and mung bean noodles were relatively large. Consumers would like to purchase whole wheat noodles, however, the market share of whole wheat noodles was still relatively low due to their poor taste and high production cost. The taste, ingredients/nutrient and proportion of added coarse cereals were the three main factors affecting the purchase decision of consumers. The young consumers concerned more about noodles taste than the elders. Highly educated consumers paid more attention to the proportion of added coarse cereals, ingredients/nutrition and products price, but low education consumers considered more about products packaging when making decision. The main consumption areas of coarse cereals noodles were Guangdong, Jiangsu, Zhejiang and other economically developed coastal provinces. Elderly adults preferred buckwheat noodles of all the coarse cereals noodles.