广东东软学院本科生毕业设计（论文）初吉代餐饼干的消费者行为分析 Consumer behavior analysis of chuji meal replacement biscuit 内容摘要初吉代餐饼干是上海思瑞食品有限公司旗下的的产品，它包含了 16 种口味的代餐饼干，来满足消费者的口感及口味的需求。近几年购买代餐饼干的消费者在逐渐增多，为了了解这些消费者的购买需求及扩大“初吉”代餐饼干的销售市场，我从消费者购买行为的角度展开了调查，在网上发布问卷，调查影响消费者购买“初吉”代餐饼干的因素，于 2020 年 3 月对 749 名消费者进行了市场调查，调查结果表明消费者的性别、年龄、收入、同事亲朋好友的推荐，代餐饼干的口感、质量安全、充饥时长、广告宣传及打折促销活动等不同程度的影响“初吉”代餐饼干的销量，根据这些影响因素的程度，提出相应的营销建议。关键词：“初吉”代餐饼干 ；消费者行为 ；市场调查 ；营销建议广东东软学院本科生毕业设计（论文）AbstractChuji meal replacement biscuit is a product of Shanghai sirui food co., LTD. It contains 16 kinds of meal replacement biscuits to meet the taste and taste needs of consumers.In recent years, more and more consumers are buying meal replacement cookies. In order to understand the purchase demand of these consumers and expand the sales market of "chuji" meal replacement cookies,I conducted a survey from the perspective of consumers' purchasing behavior, and published a questionnaire online to investigate the factors affecting consumers' purchase of "chuji" meal replacement cookies.A market survey was conducted on 749 consumers in March, 2020. The survey results showed that consumers' gender, age, income, recommendation from colleagues, relatives and friends, taste, quality and safety of meal replacement cookies, duration of hunger relief, advertising and promotional activities, etc. had different effects on the sales of "chuchu ji" meal replacement cookies.According to the degree of these factors, put forward the corresponding ma...
