消费者对醋产品的消费习惯及满意度分析——基于烟台市消费者的调查

Analysis of Consumers’ Purchasing Habits and Satisfaction for Vinegar Products——Based on the Perspective of Consumers in Yantai

为了更好地促进醋产品相关企业的发展,基于烟台市消费者的调研数据,运用SPSS和WPS软件,进行描述性统计、比较均值、交叉分析,得到消费者对醋产品的消费习惯、满意度、忠诚度及相关关系。分析结果显示,醋产品的安全性是烟台市消费者购买醋产品考虑的首要因素,消费者购买的主要醋产品为白醋、米醋和陈醋,塑料包装是消费者最喜欢的醋产品包装形式;现阶段消费者对醋产品的满意度处于较低水平,与消费者的月收入、醋产品重要程度存在相关关系,且随着满意度的增加,消费者对醋产品的品牌忠诚度呈逐渐增加的趋势。基于分析结果,建议相关企业完善醋产品安全监管体系、开发高端醋产品。

In order to further promote the development of vinegar products enterprises, descriptive statistics, comparative mean and cross-analysis are used to obtain and analyze the consumers purchasing habits, satisfaction, loyalty and the relations of vinegar products, based on the research data of consumers in Yantai City through SPSS and WPS software. The results show that safety is the primary consideration for consumers in Yantai to buy vinegar products, the main vinegar products purchased by consumers are white vinegar, rice vinegar and aged vinegar, and plastic packaging is the consumer’s favorite vinegar product packaging form. At this stage, the satisfaction level of consumers of vinegar products is low, which is related with the monthly income and the importance of vinegar products, and with the increase of satisfaction, the brand loyalty of vinegar products is gradually increasing. It’s suggested that relevant enterprises should improve the safety supervision system of vinegar products and develop high-end vinegar products.