Research Purpose

The survey of biscuit consumer satisfaction aims to understand the needs and expectations of biscuit consumers, evaluate the advantages and disadvantages of biscuit products and services, find opportunities and problems in the biscuit market, and provide valuable market information and suggestions for biscuit enterprises by collecting and analyzing the basic information, purchasing behavior, consumption preferences, satisfaction evaluation and other data of biscuit consumers.

Research object

The research object of biscuit consumer satisfaction refers to the individuals or families who have purchased or consumed biscuits in a certain period of time. According to the different categories and market segments of biscuits, biscuit consumers can be divided into different target groups, such as age, gender, income, education, occupation, region, purchase channels, consumption scenarios and other dimensions. In order to ensure the effectiveness and representativeness of the survey, it is necessary to determine the number and distribution of survey subjects using appropriate sampling methods based on the size and structure of the biscuit market.

Research content

The research content of biscuit consumer satisfaction mainly includes the following aspects:

Consumer basic information: including consumer age, gender, income, education, occupation, region and other social demographic characteristics, as well as consumer lifestyle, consumption concept, consumption habits and other psychological characteristics.

Consumer purchase behavior: including the frequency, quantity, amount, time, place, channel and other purchase behavior characteristics of consumers to buy biscuits, as well as the motivation, purpose, demand, preference, attitude, belief and other purchase behavior factors that affect consumers' purchase of biscuits.

Consumer preferences: including consumer preferences and choices for product attributes such as category, taste, form, packaging, brand and price of biscuits, as well as consumer preferences and choices for consumption attributes such as consumption scenarios, consumption objects and consumption patterns of biscuits.

Consumer satisfaction evaluation: including consumers' overall satisfaction with biscuits and satisfaction with various dimensions, such as product quality, product function, product appearance, product taste, product nutrition, product safety, product innovation, product environmental protection and other product satisfaction, as well as service satisfaction with service attitude, service speed, service quality, service scope, service innovation, service environmental protection and so on, as well as consumer loyalty to cookies, recommend willingness, re-purchase willingness, complaint willingness and other behavioral satisfaction.

Research Tools

Biscuit consumer satisfaction research tools, mainly the following:

Questionnaire: It is a research method to collect and analyze consumer information and opinions through the design and distribution of standardized questionnaires. The advantages of questionnaire survey are wide research scope, low research cost, high research efficiency, and easy quantification and statistics of research results. The disadvantages of questionnaire survey are limited research content, insufficient research depth, difficult to control the quality of research, and easy to be affected by deviation. The forms of questionnaire survey include paper questionnaire, telephone questionnaire, network questionnaire, etc. The appropriate form can be selected according to the characteristics of the research object and the requirements of the research purpose.

Interview survey: It is a research method to collect and analyze consumer information and opinions through face-to-face or remote communication with consumers. The advantages of interview survey are flexible research content, full depth of research, controllable research quality, and authenticity and validity of research results. The disadvantages of interview survey are narrow research scope, high research cost, low research efficiency, and difficult to quantify and count the research results. The forms of interview survey include individual interview, group interview, expert interview, etc. The appropriate form can be selected according to the characteristics of the research object and the requirements of the research purpose.

Observation survey: It is a research method to collect and analyze consumer information and opinions through direct or indirect observation of consumer purchase and consumption behavior. The advantages of observation survey are rich in research content, deep and meticulous research, high quality of research, and objectivity and credibility of research results. The disadvantages of observational surveys are the limited scope of the survey, the high cost of the survey, the low efficiency of the survey, and the difficulty of interpreting and summarizing the results of the survey. The forms of observation and investigation include natural observation, experimental observation, hidden observation, obvious observation, etc. The appropriate form can be selected according to the characteristics of the research object and the requirements of the research purpose.

Investigation process

Cookie consumer satisfaction research process, generally includes the following steps:

Determine the research objectives: clarify the purpose, content, object, scope, methods, tools, time, budget and other elements of the research, and formulate research plans and plans.

Design research tools: according to the research content and methods, design appropriate questionnaires, interviews or observation tools to ensure the effectiveness and reliability of research tools.

Implementation of research activities: according to the research plan and tools, select the appropriate research channels and methods, such as mail, telephone, network, on-site, etc., to conduct questionnaires, interview invitations or observation arrangements to ensure the smooth progress of research activities and effective data collection.

Analysis of research data: According to the types and characteristics of research data, appropriate data analysis methods, such as descriptive analysis, correlation analysis, causal analysis, cluster analysis, factor analysis, structural equation model, etc., are used to clean up, sort out, summarize, summarize, explain and evaluate the research data, and draw research results and conclusions.

Writing research reports: based on research results andConclusion, write research reports, including research background, research purpose, research methods, research process, research results, research analysis, research suggestions, etc., presented in the form of text, charts, attachments, etc., to ensure the completeness and accuracy of the research report.

Analysis of research results

In order to illustrate the specific application and effect of the research method of biscuit consumer satisfaction, this paper takes Shangpu Consulting Company as an example to introduce the main results and analysis of the research project of biscuit consumer satisfaction conducted by a biscuit manufacturer (hereinafter referred to as Company A).

Shangpu Consulting Company is a company specializing in market research and consulting services. It has rich industry experience and professional team to provide customized solutions for customers in all walks of life. Company A is a company that mainly produces and sells biscuits, with a number of well-known biscuit brands and a high market share. Company A hopes to investigate the satisfaction of biscuit consumers, understand the needs and expectations of consumers, evaluate the advantages and disadvantages of their own products and services, find market opportunities and problems, and provide a basis for product development and market strategy optimization.

According to the needs of Company A, Shangpu Consulting has designed a set of biscuit consumer satisfaction research program, including research purpose, research object, research content, research tools, research process, etc. Champ Consulting conducted a comprehensive and in-depth survey of Company A's target market using a combination of questionnaires, interviews and observational surveys. Shangpu Consulting Company issued 1000 questionnaires and recovered 800 valid questionnaires, with a recovery rate of 80%. 50 individual interviews and 10 group interviews were conducted, including biscuit consumers, biscuit distributors, biscuit industry experts, etc. In the main sales channels and consumption scenes of Company A, 20 observation surveys were conducted, the observation objects include the display, sale, purchase and consumption of biscuits. A systematic analysis of the research data collected by Champ Consulting yielded the following key findings and analyses:

Basic information of biscuit consumers: the age distribution of biscuit consumers is mainly between 18 and 35 years old, accounting for 60%, of which 55% are female consumers and 45% are male consumers. The income distribution of biscuit consumers is mainly between 3000 and 10000 yuan, accounting for 70%, of which high-income consumers (above 10000 yuan) account for 15%, low-income consumers (below 3000 yuan) accounted for 15%; The education distribution of biscuit consumers is mainly concentrated in college or above, accounting for 80%, of which 40% are undergraduate or above and 20% are below junior college. The professional distribution of biscuit consumers is mainly concentrated in white-collar workers, students, freelancers, etc., accounting for 75%, of which white-collar consumers account for 35%, student consumers account for 25% and freelance consumers account for 15%. The geographical distribution of biscuit consumers is mainly concentrated in first-tier and second-tier cities, accounting for 85%, of which consumers in first-tier cities account for 45% and consumers in second-tier cities account for 40%. From the basic information of biscuit consumers, it can be seen that the characteristics of biscuit consumers are young, female, middle and high-income, highly educated and urbanized groups, which is consistent with the product positioning and marketing strategy of biscuits.

Purchase behavior of biscuit consumers: the purchase frequency of biscuit consumers is mainly concentrated in 1- 2 times a week, accounting for 50%, of which 25% are consumers who have more than 3 times a week, 15% are consumers who have 1- 2 times a month, and 10% are consumers who have irregular purchases. The number of biscuit consumers is mainly concentrated in 1- 2 packs, accounting for 60%, among them, the proportion of consumers with more than 3 packs is 20%, and the proportion of consumers with less than half packs is 20%. The purchase amount of biscuit consumers is mainly concentrated in 5- 10 yuan, accounting for 55%, of which consumers above 10 yuan account for 25%, and consumers below 5 yuan account for 20%; The purchase time of biscuit consumers is mainly concentrated in the morning and afternoon, the proportion is 70%, of which 40% are consumers in the morning, 30% are consumers in the afternoon, 20% are consumers in the evening, and 10% are consumers in the early morning. Biscuit consumers are mainly concentrated in supermarkets and convenience stores, accounting for 80%, of which supermarket consumers account for 50% and convenience store consumers account for 30%, the proportion of consumers in other locations is 20%; the purchase channels of biscuit consumers are mainly concentrated offline, accounting for 90%, of which offline consumers account for 70%, online consumers account for 20%, and online and offline consumers account for 10%. It can be seen from the purchase behavior of biscuit consumers that biscuit consumers are characterized by high purchase frequency, small purchase quantity, moderate purchase amount, scattered purchase time, concentrated purchase location and single purchase channel, which is consistent with the product characteristics and market environment of biscuits.

Consumer preference of biscuit consumers: the category preference of biscuit consumers is mainly concentrated in sandwich biscuits and soda biscuits, accounting for 60%, of which 35% are sandwich biscuits and 25% are soda biscuits. Biscuit consumers' taste preference is mainly concentrated in chocolate and cream, accounting for 55%, of which chocolate consumers account for 30%, the proportion of cream consumers is 25%; The form preference of biscuit consumers is mainly concentrated in round and square, accounting for 65%, of which round consumers account for 40% and square consumers account for 25%. Biscuit consumers' packaging preference is mainly concentrated in plastic bags and cartons, accounting for 75%, of which plastic bags account for 50%, the proportion of carton consumers is 25%; The brand preference of biscuit consumers is mainly concentrated in Company A and Company B, accounting for 70%, of which Company A accounts for 40% and Company B accounts for 30%. The price preference of biscuit consumers is mainly concentrated in 5- 10 yuan, accounting for 60%, among them, the proportion of consumers in 5- 7 yuan is 35%, and the proportion of consumers in 8- 10 yuan is 25%. From the consumption preferences of biscuit consumers, it can be seen that the characteristics of biscuit consumers are like sandwich and soda biscuits, like chocolate and cream taste, like round and square form, like plastic bag and carton packaging, like A company and B company brand, like 5- 10 yuan price group, which is consistent with the mainstream trend of the biscuit market.

Consumption attributes of biscuit consumers: the consumption scenes of biscuit consumers are mainly concentrated in homes and offices, accounting for 80%, of which home consumers account for 50%, office consumers account for 30%, and consumers in other scenes account for 20%; The consumption objects of biscuit consumers are mainly concentrated in themselves and their families, accounting for 75%, among them, their own consumers account for 45%, family consumers account for 30%, and consumers of other objects account for 25%; the consumption patterns of biscuit consumers are mainly concentrated in snacks and breakfast, accounting for 70%, of which snacks account for 40%, breakfast consumers account for 30%, and other consumers account for 30%. It can be seen from the consumption attributes of biscuit consumers that the characteristics of biscuit consumers are that they like to consume biscuits at home and office, like to share biscuits with themselves and their families, and like to use biscuits as snacks and breakfast groups, which is consistent with the product function and market positioning of biscuits.

Satisfaction evaluation of biscuit consumers: the overall satisfaction of biscuit consumers is 3.8 points (out of 5 points), of which the satisfaction of biscuits of company a is 4.2 points, the satisfaction of biscuits of company B is 3.6 points, and the satisfaction of biscuits of other companies is 3.2 points. Biscuit consumers' satisfaction with each dimension of biscuits is 4.0 points for product quality and 3.9 points for product function, the product appearance is 3.8 points, the product taste is 3.7 points, the product nutrition is 3.6 points, the product safety is 3.5 points, the product innovation is 3.4 points, and the product environmental protection is 3.3 points. The service attitude is 4.1 points, the service speed is 4.0 points, the service quality is 3.9 points, the service scope is 3.8 points, the service innovation is 3.7 points, and the service environmental protection is 3.6 points. The behavior satisfaction of consumers is respectively: loyalty is 3.9 points, recommend willingness is 3.8 points, repurchase willingness is 3.7 points, and complaint willingness is 3.6 points. From the satisfaction evaluation of biscuit consumers, it can be seen that the overall satisfaction of biscuit consumers is higher, of which the satisfaction of company A's biscuit is the highest, the satisfaction of company B's biscuit is the second, and the satisfaction of other companies' biscuit is the lowest; Biscuit consumers have the highest satisfaction with the product quality and service attitude of biscuit, and the lowest satisfaction with the product innovation and service innovation of biscuit; the loyalty and recommend willingness of biscuit consumers are higher, but the willingness to buy and complain is also higher, indicating that there is still a certain gap between the demand and expectation of biscuit consumers.

According to the research results and analysis of biscuit consumer satisfaction, Shangpu Consulting Company has put forward the following research suggestions for Company A:

Company A should continue to maintain and improve the product quality and service attitude of biscuits, which are the basic requirements and the most important evaluation criteria of biscuit consumers, as well as the core competitiveness and brand advantage of Company A.

Company A should strengthen the product innovation and service innovation of biscuits, which is the advanced demand of biscuit consumers and the most concerned evaluation standard, and also the potential opportunity and market space of Company A.

Company A should expand the consumption scene and consumption object of biscuits, which is the multi-demand and most potential evaluation standard of biscuit consumers, and also the growth point and future direction of Company A.