The Market Analysis of Taiwan Frozen New Year''s Food-A Case Study on the Channel of Convenient Stores

Owing to busy modern lifestyle, people eat out more and more often. In recent years, the sales of frozen Chinese New Year dishes have climbed because of the technology maturity in producing frozen Chinese New Year dishes, and changes in consumer behavior. The main marketing channel is chain convenient store that accounts for most of the sales number. This study uses A convenient store sales data in 2014 for analysis, and further discussion in consumer preference varies among frozen Chinese New Year dishes. The results can provide firms some suggestions on production, marketing strategies and product development.
The findings in this study include frozen dishes preference and sales performance. For dishes preference, the results show that consumers prefer poultry dishes, Buddha jumped over the wall, pork dishes, rice dishes, and traditional Chinese dishes. As for sales performance, normal brand, and celebrity endorsement have better performance in sales efficiency. In sales regions, northern part of Taiwan accounts for most of the sales; central part of Taiwan has better performance on $300-599 NTD products. Further cross analysis suggests that popular products change from time to time, dishes preference vary in different areas, and celebrity endorsement preference is also different across areas. In conclusion, we need to develop various dishes and marketing plan based on consumer preferences in different areas.