预制菜消费端需求现状与影响因素分析——基于主成分分析和聚类分析法  

Analysis of the Current Situation and Influence Factors of Consumer Demand for Prepared Dishes——Based on Principal Component Analysis and Cluster Analysis

作　　者：洪岚[1] 王中涛 刘思齐 HONG Lan;WANG Zhongtao;LIU Siqi(Beijing Wuzi University,Beijing 101149,China)

机构地区：[1]北京物资学院,北京101149

出　　处：《蔬菜》2024年第3期10-18,共9页Vegetables

基　　金：北京市社会科学基金重点项目(22JJA007)。

摘　　要：为进一步壮大预制菜市场规模、促进预制菜消费需求不断增长,对北京市1085位居民消费者的调研结果进行数据分析,结果发现:绝大多数消费者对预制菜有所了解,了解的主要渠道为线下广告/试吃或网络推广,了解预制菜的消费者中青年消费者群体购买意愿偏高;不同年龄的消费群体对预制菜口味有着不同的偏好与要求,麻辣鲜香口味的预制菜总体上更受欢迎,并且消费者对口味的偏好随着年龄的增长逐渐偏向于清淡;大多数消费者偶尔购买预制菜,在消费者消费预制菜的情景上,工作与疫情影响更大;电商渠道和连锁超市渠道是消费者购买预制菜的主要渠道。通过二元选择模型研究分析消费者个人特征对预制菜消费的影响,发现消费者年龄、职业和在家烹饪频率对预制菜消费有显著影响,40周岁以下的年轻人、学生和企业员工、每周在家烹饪3次以上的消费者购买预制菜的倾向更高。通过主成分分析及聚类分析方法,对消费者预制菜购买动机及其选择结果进行分析,发现追求方便快捷型的消费者口味偏向于麻辣,购买预制菜多用于节日聚餐,购买渠道多为连锁超市和农贸市场;追求性价比型的消费者口味偏向于清淡、麻辣,购买预制菜多用于节日聚餐、送人,购买渠道多为农贸市场;追求安全型的消费者口味偏向于清淡、麻辣,购买预制菜多为上班忙以及疫情无法出门,购买渠道多为电商渠道、连锁超市;追求预制菜口味型的消费者口味偏向于香甜、麻辣,购买预制菜多为上班,做饭时间不足,购买渠道多为农贸市场。针对上述预制菜消费端需求现状与影响因素,提出了加强监管,增强居民对预制菜的信任;优化工艺,提高预制菜的质量和口感;加强宣传,提高预制菜的市场份额与知名度;采取直播带货,扩宽预制菜销售渠道等发展建议。In order to further expand the scale of the prepared dishes market and promote the continuous growth of consumption demand for prepared dishes,data analysis was conducted on the survey results of 1085 consumers in Beijing.The results showed that the vast majority of consumers knew a little about prepared dishes,and the main channels for knowing were offline advertising,trial eating or online promotion.Among consumers who knew prepared dishes,the young consumer group had a higher willingness to purchase.Consumer groups of different ages had different preferences and requirements for the taste of prepared dishes.Prepared dishes with spicy and salty flavors were generally more popular,and consumers tended to prefer lighter flavors as they aged.Most consumers occasionally purchased prepared dishes,and in the scenario where consumers consumed prepared dishes,the impacts of work and the epidemic were greater.E-commerce channels and chain supermarkets were the main channels for consumers to purchase prepared dishes.By using a binary selection mode to study and analyze the impact of consumer personal characteristics on the consumption of prepared dishes,it was found that consumer age,consumer occupation and consumer cooking frequency at home had a significant impact on prepared dishes consumption.Young people under the age of 40,students and enterprise employees,as well as consumers who cook at home more than three times a week,had a higher tendency to purchase prepared dishes.By using component analysis and cluster analysis methods,the purchasing motivation and selection results of consumers for prepared dishes were analyzed.It was found that consumers who pursued convenience and speed tend to prefer spicy flavors,and prepared dishes were mostly used for holiday gatherings.The purchasing channels were mostly chain supermarkets and markets for agricultural products.Consumers who pursued cost-effectiveness tended to prefer light and spicy flavors.They often purchased prepared dishes for holiday gatherings and giveaways,an

关 键 词：消费者 预制菜 二元选择模型 主成分分析 聚类分析 

分 类 号：F426.82[经济管理—产业经济] F719.3