基于多地问卷调查的消费者对醋产品偏好之研究

中国食醋市场产品品类众多，该文采用问卷调研的方法了解消费者购买行为，以期揭示其对醋产品的认知对消费偏好的影响。问卷调查采取随机抽样方式，接受调查的人群范围以华北地区为主并辐射全国。通过线上线下相结合的方式共发布调查问卷545份，问卷回收率97.80%，剔除无效问卷，有效率达97.56%。分析结果显示，老陈醋、陈醋和米醋是受访者选择的主流醋产品，果醋、醋饮料、保健醋等产品具有较大的市场潜力；受访者在购买醋时首先考虑口味、价格、品牌、曾经用过和食品安全等因素；选择购买瓶装、壶装和袋装醋的频率最高，产品规格一般在300 mL到1.25 L之间；偏好单价在0.5～5.0元/500 mL之间；受访者会优先选择超市、专卖店以及居所附近的商场或便利店等卖场。

Study on consumers' preference for vinegar products based on multi-regional questionnaire survey

There are many kinds of vinegar products in China's market. The purchase behavior of consumer was understood by questionnaire survey, in order to reveal the effect of consumers' awareness of vinegar products on consumer preference. The questionnaires were randomly sampled, and the scope of surveyed consumer was mainly in North China and radiated throughout the country. 545 questionnaires were published by offline randomly distributed questionnaires and online surveys. The recovery rate of questionnaire was 97.80%, excluding invalid questionnaires, the effective rate was 97.56%. Results showed that aged vinegar, vinegar and rice vinegar were the mainstream vinegar products selected by the respondents, while fruit vinegar, vinegar beverage, health vinegar and other products had a great market potential. When buying vinegar, respondents first considered about taste, price, brand, once used, food safety and other factors. The frequency of buying bottled, plastic and bagging vinegar was the highest, and the product specification generally range from 300 ml to 1.25 L. Preference for the unit price was 0.5-5.0 RMB/500 ml. The respondents would give priority to choose supermarkets, monopoly stores and some shopping places (markets, convenience stores, etc.) nearby their houses.