主流城市辣条消费行为与喜好研究

Spicy Strip Consumption Behavior and Preference Research of Mainstream Cities

为了解消费者对辣条的消费行为与喜好特点,采用问卷调查、数据统计分析方法,以全国9个代表城市2 163名消费者为调查对象,对消费者群体、消费频率及喜好特征等多方面内容进行了调查研究。调查总人数2 163人(男性44.01%、女性58.99%)。辣条的消费人群占比为63.99%,女性显著多于男性;“90后”是主要消费群体,学生是主要消费对象;郑州和长沙是主力消费城市,消费频率集中在每月1~3次;消费者喜欢吃辣条的主要原因是解馋、好吃,主要喜欢辣条的辣、香以及筋道嚼劲等特点;口味口感是影响消费者购买辣条的主要因素,其次是品牌和价格;品牌喜好排名第一和第二的是卫龙和三只松鼠,消费者首选的价格是每盒10元及以下或每包4元及以下。

To analyze spicy strip consumption behavior and preference of mainstream cities, taking 2 163 consumers as the survey objects, we studied the consumer groups, the frequency distribution of consumption and preference of spicy strip of them by the way of questionnaire surveys and data statistics methods. We investigated 2 163 consumers, including 44.01%men and 58.99% women. A total of 63.99% of consumers preferred to spicy strip, of which women were significantly more than men. “Post-90s” was the main consumer group, and students were the main consumer object. Zhengzhou and Changsha were the main consumption cities, and the frequency distribution of consumption was concentrated in 1-3 times per month.The main reason why consumers liked to eat spicy strip was to satisfy their cravings and be delicious. They mainly liked the characteristics of spicy, fragrant and chewy spicy strip. Taste was the main factor affecting the purchase of spicy strip by consumers, followed by brand and price. Wei Long and Three Squirrels ranked first and second in brand preference, with consumers’ preferred prices being 10 yuan or less per box or 4 yuan or less per pack.