极之聚-RESEARCH REPORT Flavor & Package Tests for snack.ppt

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RESEARCH REPORT Flavor Cyber Venture hopes to conduct in-depth research for flavor, packages and other aspects of the snack through market surveys, to gain insights into the strengths and weaknesses of the snack and provide data support for the package design and market promotion of the snack. Topkey has been entrusted with the flavor and package tests for the snack and other related researches.,2,Purpose,To understand consumers’ acceptance to the flavor of the snack, including overall feel, fragrance and sweetness. To understand consumers’ acceptance to the pricing of the snack. To conduct tests of the three packaging solutions designed by the ad Inc. and study consumers’ remarks and preference for the packages. To find out where consumers usually buy their snacks . To provide our clients with decision-making bases for their selecting of end-product orientation, ulating marketing strategies and ad Used Spss 8.0 data-analyzing software for cross table analysis.,4,Sample Distribution,Composition of age and sex,Composition of professions,,Student composition,5,Sample Distribution,Age 6-25(Monthly expense of pocket money for student group),Monthly income for individuals of age 2 and older,6,Main Conclusions,I. Flavor test 41.0 of the surveyed feel that the snack tastes good, with the proportion for females lower than male. The first three reasons for the snack being rated as tasting good are passable month-feel/good flavor, with a fragrant and milk-like taste, with sweetness, while the first reasons for the snack to be rated as tasting not good are bitterness, poor month-feel, not pure, with sweetness or too much sweetness. As a whole, 34.5 of the surveyed are ready to buy the snack. II. Price test 77.0 of the surveyed consider the snack as a middle-grade foodstuff. The surveyed give remarkably different opinions for the snack being as an imported foodstuff or as a China-made foodstuff, with opinions for imported foodstuff being 50 higher than the China-made one. III. Package test As a whole, Package B is the most popular, followed by C and A. The surveyed from the age group of 6-12 favor the most the outlook patterns for Package C. IV. Shopping places When buying snacks, people usually go to chain supermarkets, followed by supermarkets within large-scale department stores. Compared with other groups, a higher proportion of those from 18 or under go to snack stores buying snacks.,7,A Few Suggestions,Improvement should be made on the flavor of the snack to remove bitterness and lower sugariness; efforts should also be made to improve the food’s taste to create a unique and attractive snack. Package redesign should be made to meet different needs of target consumer groups for the snack; for instance, in cases of children who identify their favorite patterns for Package C in the package test, a combination of the colors for Package B and the patterns for Package C. Package for the snack may be reduced in size. Pricing for the snack should be targeted mainly at the middle grade. To facilitate the snack to enter Beijing’s market, major chain supermarkets and department stores’ supermarkets in the city may be selected as cut-in points.,8,Taste Survey,9,Taste Survey -- Overall Assessment,,Looking this survey as a whole, 41.0 of the surveyed consider the snack as tasty. Age groups of 13 to 18 and 47 to 60 years old show higher opinions of the snack, with about 60 of them considering it as tasty. The age group of 19 to 25 years old account for the lowest in considering it as tasty, only 26.7. Fewer women consider it tasty than men.,Note Tastiness Rate Pro votes extremely tasty fairly tasty/total votes100,Figure 1 Tastiness rates given by different age/sex groups to the snack,10,Taste Survey -- Reasons for considering the foodstuff as tasty,Generally, the first three reasons for considering the snack as tasty are fairly good month-feel/good taste, with fragrance/milk-like fragrance and fairly sweet. The top reason for the age group of 6-12 years old to consider it as tasty is that it tastes with fragrance/milk-like fragrance and fairly sweet. The top reason for the age group of 26-60 years old to consider it as tasty is that it taste with good month-feel/good taste, not too sweet with moderate suguriness.,Figure 2 Comparison of reasons for different age groups to consider the snack as tasty,11,Taste Survey -- Reasons for considering the foodstuff as not tasty,Generally, the first three reasons for considering the snack as not tasty are bitterness, poor month-feel/not pure, rather sweet/too sweet.,Figure 3 Reasons given by the interviewed for considering the snack as not tasty,12,Taste Survey,In this survey, only 41.0 of the interviewed consider the foodstuff as tasty. Age groups of 13 to 18 and 47 to 60 years old give high remarks of the snack, about 60 of them consider it as tasty. The major reason for such a result is the bitterness of the foodstuffabout 60 consider it as not tasty due to its bitterness. Another reason, though not definite, is the poor month-feel. With their living standards increasingly improved, finding no problems in everyday foods, they are paying more attention to factors such as month-feel. The survey has found that consumers dislike foods with too much sugariness, which is especially true of women. People pay more attention to nutrition and health effects in their everyday foods, with the knowledge that excessively sweet foods produce some negative results such as obesity, and thus avoid taking them. Therefore, current situation where sweetness is the standard taste for foods should be changed. It is possible to produce vinegary candies, which may be more tasty and refreshing. In addition, efforts can be made to meet consumers’ need for nutrition by adding nutrient contents such as calcium, vitamins and zinc. It is obvious that, with so many vacancies in the market, manufacturers have vast business opportunities.,13,Taste Survey -- Fragrance,Generally, 48.0 favor the fragrance of the snack. Age group of 47 to 60 years old give higher remarks of the snack for its fragrance, about 60 of them like its fragrance. Age group of 19 to 25 years old account the lower in liking the fragrance of the snack, only 26.7. No much difference among two ss as for their liking of the fragrance of the snack.,Note preference rate Pro votesextremely favorite fairly favorite)/total votes100, the same below,Figure 4 Comparison of preference rates given by age/sex groups for the snack,,14,Taste Survey -- Sugariness,Generally, 40.5 consider the snack as fairly sweet. Age group of 8 to 12 and 19 to 25 years old consider the snack as higher in sugariness, accounting for about 5. Age group of 47 to 60 years old account the lowest in considering the snack as high in sugariness, only 23.3. Females who consider the snack as high in suguriness are 5 higher than males.,Note sweet/fairly sweet ratio Pro votestoo sweet fairly sweet/total votes100,Figure 5 Comparison of suguriness rating by different age/sex groups for the snack,,15,Taste survey -- Stickiness,Generally, 39.5 favor the stickiness of the snack. More people in age groups of 13 to18 and 47 to 60 years old like the stickiness of the snack, accounting for about 50 to 60. Male who like the stickiness of the snack account for 47.1, about 12 higher than women.,Figure 6 Comparison of preference rates by age/sex groups for stickiness of the snack,,16,Taste Survey -- Aftertaste,Generally, 40.5 favor the aftertaste of the snack的. More people from age groups of 13 to 18 and 47 to 60 years old like the aftertaste of the snack, accounting for 50 to 60. Males who like the aftertaste of the snack account for 48.6, about 12 higher than women.,Figure 7 Comparison of preference rates by age/sex groups for the aftertaste of the snack,,17,Purchase Habits -- Readiness to buy the snack,Generally, 34.5 are ready to buy the snack. Age groups of 13 to 18 and 47 to 60 years old account for a higher proportion in those who are ready to buy the snack, about 50, consistent with the overall acceptance shown in the Taste Test. There is no remarkable difference among sex groups in their readiness to buy the snack.,Note Buying rate Pro votes(eager to buy want to buy)/total votes100,Figure 8 Comparison of readiness of interviewees from different age/sex groups to buy the snack,,18,Price Survey,19,Price Survey,Generally, nearly 80 of the interviewed consider the snack as a middle-grade food. The age group of 19 to 25 years old account for a higher proportion in considering the snack as a low-grade food, about 16.7. The age group of 47 to 60 years old account for the highest proportion in considering the snack as a high-end product, 23.2.,Figure 9 Comparison of price assessments by age/sex groups for the snack,20,Price Survey -- When no hint given as regards the source of the food, China-made or imported,Generally, more people consider the food priced between RMB 8 to 10 yuan, accounting for 31.5. The age group of 19 to 26 years old account for a higher proportion in considering the price to be RMB 5 to 7 yuan, being 23.3. Nearly 60 of the interviewed consider the food priced under RMB 10 yuan and less than 20 consider it to be RMB 16 yuan or higher.,Figure 10 Comparison of price test on age/sex groups for the snack,21,Price Survey –In case of assumed imported snacks,In the survey, in case of assumed imported snacks, the price survey results show that up to 50 of the subjects estimate the price at over 16 yuan while only about 20 of the subjects estimate the price at below 10 yuan.,Fig.11Comparison of prices estimated by different age groups in case of assumed imported snacks,22,Price Survey –In case of assumed domestic snacks,In case of assumed domestic snacks, the price survey results show that up to 60 of the subjects estimate the price at below 10 yuan while 32.7 of the subjects estimate it at between 8-10 yuan.,Fig.12Comparison of prices estimated by different age groups in case of assumed domestic snacks,23,Price Survey –Comparison of average price estimations for assumed domestic and imported snacks,Subjects show remarkable difference in their price estimation for imported and domestic snacks The average estimation for assumed imported snacks stands at 15.0 yuan while that for assumed domestic snacks is around 10.8, which is almost 50 lower than the er.,Fig.13Comparison of average price estimation for snacks with different origins,24,Packaging Survey,25,Packaging survey –Packaging that attracts the most attention,Generally, packaging B attracts the most attention, followed by packaging C and then A.,Fig.14Packaging attracting different age groups,26,Packaging survey –Attention-drawing factors of the packaging,Packaging B and C attract attention with their bright colors and lively pattern design. Packaging A attracts attention from a group of people with its light and tasteful colors.,Fig.15Attention-drawing factors of the three snack packaging,27,Packaging survey –Most favored packaging in terms of pattern design,Generally, packaging B is the most favored one, followed by C and then A. Different from other age groups, the age group of 6-12 favors the pattern design of packaging C the most.,Fig.16Most favored packaging by different age groups in terms of pattern design,28,Packaging survey –Most favored packaging in terms of color,Generally, packaging B is the most favored one in terms of color, followed by packaging C and then A. Different from other groups, the age group of 19-25 ranks packaging A as the second most favored one.,Fig. 17Most favored packaging in terms of color,29,Packaging survey –Most favored packaging in general terms,Generally, packaging B is the most popular one, followed by packaging C and then A. Different from other age groups, the age groups of 19-25 and 26-46 rank packaging A as the second most favored one.,Fig.18Most favored packaging in general terms,30,Packaging survey –General reasons for preference for the packaging,Packaging B and C are favored for their bright colors and lively pattern design. Packaging A is favored by some people for its light/tasteful colors.,Fig. 19Reasons for the general preference for the three packaging,31,Packaging survey –General reasons for dislike for the packaging,Dislike for packaging B lie in its ordinariness and lack of special features; Dislike for packaging C lies in its poor color matching/disharmonious, tacky; Dislike for packaging A lies in its toned-down and less striking colors.,Fig.20Reasons for dislike for the packaging,32,Packaging survey,Survey results show that children 6-12)prefer packaging B and C and only two children favor packaging A due to its snowflake pattern like a birthday cake. Different from adults, children tend to prefer packaging with bright colors and cartoons. Relevant research shows that children consumption is a “perceptual behavior” in contrast with adults’ “rational behavioral”. As a result, children tend to focus more on the packaging instead of nutrition, intelligence and health factors. Therefore, more effort shall be rted in product appearance, packaging design, colors and patterns to highlight “novelty” of the product and attract more attention from children. For example, the product can be designed into shapes of different animals or children’s toys and cartoon figures can be adopted on the packaging to arouse maximum curiosity in children. The age group of 19-46 ranks packaging A as the second most favored packaging. Different from children, adults have developed different concepts about packaging and some have grown out of their fondness of brightly colored packaging with cartoon figures, which is regarded as tacky and of poor taste and only suitable for children. Therefore, different packaging shall be designed oriented toward different target groups. More effort shall be put in nutrition and flavor factors of products oriented toward adults in that adults rarely become faithful consumers of a product only because of its nice packaging.,33,Packaging survey --Packaging size,Generally, 56 of the subjects believe the packaging to be appropriate. More subjects from the age groups of 13-18 and 47-60 believe the packaging to be appropriate,who make u
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