Research On Consumer Satisfaction Of Light Food Market In Tianjin

Along with the improvement of people’s livelihood,a series of health problems related to dietary structure have been triggered,and the public has paid more and more attention to dietary health.The emergence of "light food" caters to this trend.It’s rather important to develop an online light food market particularly in today’s fast developing Internet world.The online light food market caters to the "last mile" business model.Therefore,quantifying consumer satisfaction is of great significance for businesses to formulate corresponding marketing strategies.On the basis of reviewing the literature on the light food market,consumer demand and customer satisfaction,this thesis designs a survey plan to conduct a questionnaire survey on the permanent residents of Tianjin.For the data of the questionnaire,firstly,descriptive statistical analysis was conducted to understand the consumption characteristics of the survey sample;secondly,the Kano model was used to analyze consumers’ needs to understand consumers’ expectation-based needs,excitementbased needs,etc.;finally,the influencing factors of consumers’ satisfaction with light take-out based on structural equation model were explored.The study found that:(1)over 60% of consumers buy and consume light food,and nearly 60% of those who buy and consume light food choose take-out to buy light food,and there are significant differences between people of different ages,marital status,and average monthly income on whether to buy and consume light food;(2)the Kano model analysis shows that "fresh ingredients" and "personalization" are desired needs for consumers,while "functional(weight loss,micronutrient supplementation,etc.)","high cost performance "(3)Based on the structural equation model,it is concluded that light food brand image has a direct impact on customer expectation and customer loyalty,customer expectation has a direct impact on perceived quality,perceived quality has a direct impact on perceived value,and perceived value has a direct impact on customer satisfaction.direct influence on customer satisfaction.To conclude,the following suggestions were given according to the study results:(1)in terms of product positioning strategy,facing consumers of different ages and incomes,etc.,using a diversity of products to meet differentiated needs;(2)in terms of product quality strategy,focusing on functional innovation,creating more new products that meet consumer needs,ensuring fresh raw ingredients and constantly improving product quality;(3)in terms of product marketing strategy,enriching packaging design styles,increasing propaganda efforts,accurate advertising,take certain measures to improve social responsibility,credibility and visibility,establish a good brand image,establish a perfect service system and improve service quality;(4)the recommendations for light food businesses may be applicable to other food categories,and other food businesses may selectively implement the above recommended programs according to their actual situation.