Investigation Junlebao Yogurt Of Chuzhou Market

Yoghurt, as one of the healhty foods, has the perfect sales market and the sophisticated shoppers in the first-and second-tier cities;but in the smaller cities such as Chuzhou, its market is unripe. In order to design the suitable yoghurt products and sales strategies for the smaller cities to increase the share of sales of Jun Le Bao Yoghurt, this paper gets the first-hand data of yoghurt consumers by questionnaire and interview which have been analyzed by SPSS Statistics v19.0 software. Data index contains the recognition of different consumers with different ages, jobs, genders, incomes and marital status to the nutrition, consistency, taste, price, brand, quality and packing of yoghurt.Ten results are got from the investigation:(1) consumers in Chuzhou have low level of recognition of yoghurt nutrition, thinking that yoghurt has less nutrition than fresh milk, pure milk or powered milk; (2) consumers in Chuzhou support the yoghurt with higher concentration; (3)The taste of yoghurt consumers in Chuzhou has a significant positive correction between the consumer’s ages and genders; (4) the changes of the yoghurt price are linear with the sales volume; (5) consumers in Chuzhou have lower level recognition of Jun Le Bao than Yili, Mengnui, Guangming, Weigang and Langya yoghurt; (6) consumers lack the correct means to judge the yoghurt quality; (7) sales volume of yoghurt is relevant to its packing materials and specifications; (8) the central consumers of yoghurt are the females under 30, without children; (9) the incomes of the central consumers of yoghurt are not closely related to the yoghurt consumption; (10) the marriage status of the consumers is closely related to the yoghurt consumption.According to the results of the survey, this paper has proposed the following preliminary suggestions:(1) increase the small packing varieties of 100-300g to facilitate the random selection of the consumers as well as the boarding students; (2) roll out the large specification of 900g for the families to purchase from; (3) improve the consistency and the taste to meet the consumers’ need; (4) develop products with new taste; (5) high-end yoghurt in ordinary temperature is positioned as gift milk with high-grade packaging; (6) design the sales on internet; (7) allocate the shopping guides in markets; (8) get into the closed,semi-closed markets and remote school canteens or shops to operate alone dorminantly.In the light of the suggestions mentioned above, the writer makes another survey of yoghurt market whose results prove that (2)-(6) and (8) are reasonable, (1) is partly true but (7) is false. The fingdings of the investigation will provide centain reference for the smaller cities such as Chuzhou to develop the yoghurt markets.