产品属性与口服尼古丁袋 (ONP) 偏好之间的关联 - 来自在线商店的证据
Andrew Hardin1, Sooa Ahn2, Shaoying Ma2
1Department of Neuroscience, Brigham Young University, Provo, UT, United States.
概括
口服尼古丁袋 (ONP) 每含有更多袋的评分较低,而薄荷口味的产品更受欢迎. 品牌和价格影响了消费者对这些流行的无烟尼古丁产品的评价.
科学领域:
- 消费产品研究 消费产品研究
- 尼古丁产品分析
- 口服尼古丁产品的市场趋势
背景情况:
- 自2014年以来,口服尼古丁袋 (ONP) 的受欢迎程度激增.
- 关于ONP特征如何影响消费者偏好的研究有限.
- 了解消费者偏好对于市场分析和监管考虑至关重要.
研究的目的:
- 检查口服尼古丁袋特征与消费者偏好之间的关联.
- 分析产品的价格,味道,尼古丁含量和成分声明等特征与在线评级的相关性.
- 在不断增长的ONP市场中确定推动消费者选择的关键产品属性.
主要方法:
- 从四家在线商店的19个品牌中从1689个独特的ONP获取数据.
- 使用普通最小平方回归来评估产品特征和在线评分 (1-5星) 之间的关系.
- 分析产品特性,包括每袋价格,每袋,尼古丁度,风味和成分要求.
主要成果:
- 薄荷味与更高的消费者评分有关,而更大的产品尺寸 (每更多的袋子) 与较低的评分相关.
- 产品特征与品牌有很强的相关性;在调整品牌后,每袋价格与评级之间的负相关性变得微不足道.
- 常见的口味包括水果/甜味和薄荷; "无烟"和"无叶"是经常出现的尼古丁要求.
结论:
- 每更多的袋子与消费者对口服尼古丁袋的评价较低有关.
- 薄荷味道是提高消费者偏好的重要驱动因素.
- 品牌身份在消费者如何看待和评价口服尼古丁袋中发挥着至关重要的作用,影响价格对偏好的影响.
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