Study On Consumer Satisfaction And Influencing Factors Of Genki Forest Bubble Water

The 21 st century is an era of great health.Consumers’ pursuit of health has become an active choice.Sugar free zero calorie drinks seized this opportunity and became popular all over the world.In 2020,Genki forest,as a new upstart of sugar free zero calorie drinks,accounted for 50%of sales in this field,breaking through the beverage market dominated by major beverage brands for many years and setting off a new consumption wave.In order to more comprehensively understand consumers’ satisfaction and influencing factors of Genki forest bubble water in Tianjin and provide more practical and reliable suggestions to sugar free zero calorie beverage producers,this thesis conducted a satisfaction survey and its influencing factors on consumers of Genki forest bubble water.This thesis first analyzes the word frequency of Genki forest user comments by using the LTP word segmentation function in Python software through web crawler technology,so as to support the content of questionnaire design.Due to the impact of the COVID-19,Tianjin was selected as the survey scope of this questionnaire.In the first stage,simple random sampling was used to select 13 districts in Tianjin,and in the second stage,quota sampling was used to determine the sample size required by each district according to the proportion of people in each District in Tianjin statistical yearbook.Then,after designing the content of the questionnaire based on the reptile analysis results,taking the consumers who have lived in Tianjin for three months as the survey object,conduct a pre survey,issue 50 questionnaires,and modify and adjust the questionnaire according to the pre survey results and the opinions of the respondents.A total of698 questionnaires were collected in the formal survey,of which 591 were valid,and 446 people had purchased Genki forest bubble water and 145 people had not purchased it.Then the basic information of the questionnaire data and consumer purchase behavior are described and statistically analyzed,and then the structural equation model with brand image,customer expectation,customer perception,customer satisfaction,customer complaint and customer loyalty as potential variables is constructed according to the questionnaire data to analyze the consumer satisfaction and its influencing factors.It is found that the market development prospect of Genki forest bubble water is good,but there is still room for product promotion;Women like vitality forest bubble water more than men,and young people prefer it more;The taste deeply loved by the public is relatively single;The marketing channels are mainly traditional channels,supplemented by new channels;The improvement of brand reputation and popularity can improve consumers’ expectation and satisfaction with products;Packaging design,beverage taste and ingredient health are the focus of consumers.In this regard,the following suggestions are given: broaden the scope of consumption objects and tap potential consumers;Pay attention to taste innovation and acceptance;Improve the marketing system and continuously penetrate online channels;Enhance the enterprise brand image and enhance the core competitiveness;Add safer and healthier ingredients,etc.