Grape seed skin is a by-product of grape processing, accounting for 15% to 20% of the total weight of grapes.

Grape seed skin contains a large number of polyphenolic compounds, such as proanthocyanidins, resveratrol, etc., which has strong antioxidant capacity, can remove free radicals in the human body, prevent and treat a variety of chronic diseases.

In addition, grape seed skin also contains dietary fiber, vitamins, minerals and other nutrients, which can improve intestinal function, promote digestion, and reduce blood pressure and blood lipids.

Therefore, grape seed skin is considered to be a high-value natural resource, which can be used to make health products, cosmetics, food additives and other products, and has broad market prospects and application potential.

Shangpu Consulting Company is a professional market research and investment consulting organization, providing professional solutions for customers in all walks of life.

In recent years, Shangpu Consulting has paid close attention to the development of grape seed skin processing industry, and has provided market research and investment consulting services for many grape seed skin processing enterprises to help them understand the market demand, competition pattern, development trend, policies and regulations and other information, and provide strong support for their strategic decision-making.

In order to have a deeper understanding of the purchasing habits of consumers of grape seed skin processing, Shangpu Consulting Company conducted a special market research in the second half of 2023. the purpose is to explore the characteristics and laws of consumers' purchase motivation, purchase channel, purchase frequency, purchase volume and purchase preference of grape seed skin processing products, so as to provide more accurate market positioning and marketing strategies for grape seed skin processing enterprises. This article will introduce the method, process and results of this market research, as well as some analysis and suggestions based on the research results.

market research method

This market research uses questionnaires, in-depth interviews, data analysis and other techniques, divided into the following steps:

The first step is to design a questionnaire. The questionnaire mainly includes the following parts: basic information (such as region, age, gender, income, education, etc.), purchase motivation (such as why to buy grape seed skin processed products, purpose and effect of purchase, etc.), purchase channel (such as where to buy grape seed skin processed products, selection basis and standard, etc.), purchase frequency (such as how often to buy, quantity and amount of each purchase, etc.), purchase preference (such as brand of grape seed skin processed products, price, quality, packaging, taste, function, etc., preferences and satisfaction, etc.). The design of the questionnaire refers to the relevant literature and industry reports, and combines the professional experience and customer needs of Shangpu Consulting Company, and strives to be scientific, reasonable, comprehensive and effective.

The second step is to issue a questionnaire. The questionnaire is distributed in both online and offline ways. The online way is mainly through social media platforms such as WeChat, QQ and Weibo, as well as e-commerce platforms such as Taobao, Jingdong and Tmall, to send questionnaire links to target consumer groups and invite them to fill in and submit them. The offline way is mainly through sales outlets such as supermarkets, pharmacies and health care stores, as well as public places such as communities, schools and hospitals, A paper questionnaire is distributed to consumers who purchase or potential purchase grape seed skin processed products, or through face-to-face interviews. The questionnaire was distributed from September to November 2023. A total of 5000 questionnaires were distributed and 4573 valid questionnaires were recovered, with an effective recovery rate of 91.5.

The third step is to conduct in-depth interviews. In-depth interviews are designed to complement and validate the results of the questionnaire, as well as to obtain more detailed and in-depth information. The subjects of in-depth interviews are mainly representative consumers, such as consumers of different regions, age, gender, income, education and other dimensions, as well as some important decision makers who buy grape seed skin processed products, such as housewives, the elderly, doctors, nutritionists, etc. The in-depth interview is mainly conducted by telephone, video or face-to-face. The content of the interview mainly focuses on consumers' purchasing habits, purchasing motivation, purchasing channels, purchasing preferences and other aspects. The interview time is from December 2023 to January 2024. A total of 100 in-depth interviews were conducted, and each interview lasted about 30 minutes.

The fourth step is to analyze the data. Data analysis is to collate, summarize, count, compare and interpret the results of questionnaires and in-depth interviews, as well as to discover the patterns and trends. The methods of data analysis mainly include descriptive analysis, factor analysis, cluster analysis, correlation analysis, regression analysis, etc., using SPSS, Excel and other software tools, as well as the data analysis platform independently developed by Shangpu Consulting Company, to effectively process and analyze the collected data.

Market Research Results

The results of this market research mainly include the following aspects:

purchase motivation. Through questionnaire surveys and in-depth interviews, we found that the main motivations for consumers to buy grape seed skin processed products are as follows: one is to maintain health, improve physical fitness and immunity, prevent and treat some chronic diseases, such as cardiovascular disease, Diabetes, cancer, etc.; the second is for beauty and skin care, improve skin condition and delay aging, and enhance confidence and charm; the third is to meet the special needs of individuals or families, such as pregnant women, children, the elderly, athletes, etc.; the fourth is to follow the trend and socialize, show personal taste and identity, share and communicate with friends and relatives. According to different purchase motives, we divide consumers into four types: health care, beauty, special needs and fashion.

Frequency of purchase. Through questionnaires and in-depth interviews, we found that the frequency of consumers buying grape seed skin processing products is as follows: first, regular purchase, such as monthly, quarterly, semi-annual, etc., consumers regularly replenish the inventory of grape seed skin processing products according to their own needs and plans, and maintain a certain consumption level and habits; second, irregular purchase, such as promotions, discounts, coupons, etc, consumers buy grape seed skin processing products from time to time according to market changes and opportunities, in pursuit of higher cost performance and savings; third, occasionally buy, such as gifts, trials, gifts, etc., consumers according to special occasions and circumstances, occasionally buy grape seed skin processing products to meet temporary curiosity and demand. Depending on the frequency of purchase, we divide consumers into three types: regular, irregular and occasional.

Purchase quantity. Through questionnaires and in-depth interviews, we found that consumers buy grape seed skin processed products in the following quantities: First, they buy in large quantities, such as buying more than 10 pieces or 1000 yuan of grape seed skin processed products each time, consumers usually have Strong consumption power and demand, or more family members and friends need to share and use, or have a longer storage and use cycle; the second is medium purchase, for example, when purchasing grape seed skin processing products with 5 pieces or 500 yuan each time, consumers usually have certain consumption ability and demand, or some family members and friends need to share and use, or have general storage and use cycle; The third is to purchase a small amount, such as purchasing grape seed skin processing products with no more than 2 pieces or 200 yuan each time, consumers usually have lower consumption ability and demand, or there are no family members and friends to share and use, or there is a short storage and use cycle. Depending on the volume of purchases, we divide consumers into three types: large, medium, and small.

Purchase preferences. Through questionnaires and in-depth interviews, we found that consumers have different preferences and satisfaction with the brand, price, quality, packaging, taste, function and other aspects of grape seed skin processing products.

Analysis and recommendations based on findings

According to the results of this market research, we have made the following analysis and suggestions on the purchasing habits of grape seed skin processing consumers:

Develop different market positioning and marketing strategies for different types of consumers. For example, for health-care consumers, we can emphasize the antioxidant, anti-inflammatory, blood pressure-lowering, blood sugar-lowering, anti-cancer and other effects of grape seed skin processing products, as well as relevant scientific research and evidence, to improve consumers' trust and recognition; for beauty consumers, we can emphasize the whitening, moisturizing, anti-wrinkle, anti-ultraviolet and other effects of grape seed skin processing products, as well as related beauty stars and cases, to improve consumers' interest and yearning, we can emphasize the applicable population and special needs of grape seed skin processing products, as well as relevant professional guidance and suggestions, so as to improve the safety and satisfaction of consumers; for fashionable consumers, we can emphasize the novel, unique, high-end and personality characteristics of grape seed skin processing products, as well as relevant social platforms and activities, so as to improve the participation and sharing of consumers.

Develop different sales models and promotion methods for different types of purchasing channels. For example, for online consumers, they can use e-commerce platforms, social media, official websites and other network tools to provide rich product information, pictures, videos, reviews, etc., to increase consumers' understanding and trust; at the same time, they can increase consumers' willingness to buy and loyalty through incentive mechanisms such as coupons, discounts, full discounts, gifts, points, etc; you can also increase consumer participation and sharing through interactive methods such as user comments, questions and answers, live broadcasts, and short videos; for offline consumers, you can use physical stores such as supermarkets, pharmacies, and health care stores to provide professional consultation, Trial, experience and other services to increase consumers' trust and satisfaction; at the same time, they can increase consumers' attention and interest through visual tools such as display, display, packaging, and posters; we can also increase the guidance and suggestions of consumers through promoters, shopping guides, nutritionists and other personnel; for other consumers, we can use informal channels such as friends' recommend, doctors' advice and activity gifts to provide sincere feelings of care, respect and gratitude, so as to increase the trust and emotion of consumers; at the same time, we can increase the recognition and recommend of consumers through word of mouth, cases, stories and other communication tools; it can also increase consumers' memories and associations through gifts, cards, brochures and other items.

For different types of purchase frequency, develop different inventory management and after-sales service. For example, for regular consumers, stable supply and delivery can be provided through subscription, appointment, customization, etc., to ensure that consumers' needs and plans are not disturbed; at the same time, they can be provided through return visits, questionnaires, telephone calls, etc. Timely feedback and evaluation to ensure that consumers' effects and satisfaction are not affected; continuous discounts and rewards can also be provided through members, points, coupons, etc, ensure that the loyalty and support of consumers will not be shaken; for irregular consumers, flexible prices and discounts can be provided through promotions, discounts, full reductions, gifts, etc., to attract consumers' purchases and savings; at the same time, through Notifications, reminders, recommend, etc., provide timely information and suggestions to attract consumers' attention and interest; also through gifts, trials, experiences, etc, provide a variety of products and services to attract consumers' attempts and choices; for occasional consumers, low-cost products and services can be provided through gifts, trials, gifts, etc., to attract consumers' curiosity and needs; at the same time, It can provide valuable knowledge and skills through publicity, education, training, etc., to attract consumers' learning and improvement; it can also provide interesting activities and social interactions through invitations, participation, and sharing to attract consumer interaction and communication.

Develop different product designs and packaging methods for different types of purchases. For example, for a large number of consumers, it can provide large packaging, combination packaging, gift box packaging and other methods to meet the storage and use needs of consumers, while saving costs and resources; for medium-sized consumers, it can provide standard packaging, single product packaging, trial packaging and other methods to meet the general and special needs of consumers, while ensuring quality and effect; for a small number of consumers, it can provide small packaging, sub packaging, portable packaging and other methods, meet consumers' needs for convenience and flexibility while increasing appeal and experience.

Develop different product features and functions for different types of purchasing preferences. For example, for brand preference, the popularity and reputation of products can be improved by registering trademarks, applying for patents and obtaining certification; for price preference, the cost performance and competitiveness of products can be improved by means of cost control, efficiency improvement and economies of scale; for quality preference, the safety and effectiveness of products can be improved by means of raw material selection, process improvement and strict quality inspection; for packaging preference, the aesthetics and practicability of products can be improved by means of design innovation, material environmental protection and information improvement; for taste preference, the naturalness and palatability of products can be improved by means of additive control, spice adjustment and taste optimization; for functional preference, the diversity and pertinence of products can be improved by means of ingredient addition, efficacy enhancement and adaptation expansion.