Cigarette Market Analysis And Sales Influencing Factors Research Based On Social Media Data

With the booming of Internet,people`s purchasing mode and social mode have changed greatly.E-commerce has become one of fundamental consumption patterns for more and more consumers.Moreover,consumers can make comments involving user experience and opinion sharing on internet social platform.Therefore,text mining techniques can deeply insight key business information on customer behavior including purchasing preferences,consumption hotspots,consuming psychology and potential consuming demand based on text information extracted from hyper internet online comments.As a franchised and monopolized fast moving consumer good,consumer investigation of tobacco products always has disadvantages like small size of data samples,relative high cost and inadequate representativeness of investigation conclusions.With ongoing market share of electronic cigarettes(e-cigs)and heat-not-burn(HNB)tobacco products,many local tobacco companies have gradually realized the importance of consumer insights to product development.Analyzing online customer reviews from domestic tobacco forums,social media platform and e-commerce sites,a series of vital business information on customer behavior including consumer focus,sensory experiences and customer satisfaction of tobacco products could be profiled from multidimensional aspects.Therefore,the main research works are as below in this paper,Consumer focuses and market hotspot analysis in tobacco market.The degree of interest and customer focuses of different product attributes of e-cigs and HNB tobacco products were evaluated according to consumer reviews of 56 conventional cigarette brands and 17 new tobacco product brands.The results showed that suction taste,retail price and package were the most significant three factors influencing consumption decision of conventional cigarettes,whereas suction taste,overall quality and e-liquid were the most vital factors for new tobacco products.Therefore,suction taste is deemed as the most crucial product attribute regardless of conventional cigarette or new tobacco product,however,other product attributes considered by customers were completely different.Analysis of customer purchasing behavior and market competitiveness of cigarette brands.LDA topic model was utilized to profile potential topics embedded in customer reviews of conventional cigarettes and e-cigs,which was to intensively compare the differences of customer purchasing behavior between two kinds of tobacco products.Customer sentiment analysis was applied to assess customer satisfaction of diverse kinds of tobacco products and comprehensive competitiveness of cigarette brands were analysis based on product price,technology,brand and function aspects.The results showed that six topic contents were categorized from conventional cigarette consumer reviews,which comprised customer purchasing preferences to package design,price and suction taste of cigarettes,customer smoking experience in different phases and substantial factors influencing product satisfaction.From customer reviews of new tobacco product,six topic contents were also identified including customer purchasing preferences to e-liquid flavor,customer potential purchasing demands,target customers and influential factors to product satisfaction.There were significant differences in consumption psychology,consuming demand,purchasing preference,influential factors to product satisfaction and purchase way between conventional cigarette and e-cig consumption.Comprehensive competences of Chunghwa,Yuxi,Furong Wang,Huanghelou cigarettes were relatively higher than other conventional cigarette brands.The comprehensive competence of six brand e-cigs in price,technology and function fields were appraised and results indicated that the comprehensive competences of Flow,Relx and Yixing e-cigs were relatively higher than other e-cig brands.The study of Sales model of tobacco products.The multiple regression model,where tobacco product attributes,hazardous index,sentiment score of customer online reviews and market size of cigarette brand as independent variables and cigarette sales as dependent variable,was established to explore how variables affected cigarette sales respectively.Result manifested that four factors including cigarette suction taste,package design,product price and emotional score,could fit cigarette sales well.Therefore,conventional cigarette suction taste feature,reasonable product price,and improve exquisite level of cigarette and package design should be emphasized when cigarette products are developed.As for new tobacco products,four factors including suction taste,overall quality,package design and emotional score,could yield comparative good fitting performance to e-cig sales.Hence,the effective ways to improve customer satisfaction to e-cig products including improving e-liquid seal-ability,working performance of atomizer,battery lifetime,reinforcing the smooth of suction taste and developing e-liquid flavor in accordance with customer preference would be conducive to sales promotion.