"TARO MEETS NEW FOOD GENERATION" —— MARKET INVESTIGATION OF DEEP-PROCESSED TARO PRODUCTS IN LIPU

The old proverb "A steamed taro makes all the neighbors fragrant" proves the unique charm of Lipu taro. In the cloud mountain area of Lipu County, Guangxi, the century-old planting technology is realizing the modernization transformation of traditional technology through technological innovation. Nowadays, the deep processing of Lipu taro has formed a complete industrial chain. In recent years, the public awareness of the deep-processed products of Lipu taro has been very high, but the homogeneity of the products is serious, and the innovation is insufficient. There are still some people who have never bought or rarely bought them, and there is still great development potential in the consumer market. Therefore, this paper analyzes the factors that affect consumers to buy such products, and provides suggestions and future development marketing strategies for Lipu taro deep-processing products merchants. In this study, by using SPSS statistical analysis, this paper investigates and analyzes the basic information of consumers of Lipu taro deep-processed products, as well as the factors influencing consumers' satisfaction and recognition of Lipu taro, users' emotion and stickiness. The questionnaire survey was carried out with the help of Tencent's questionnaire platform, and the quality of the questionnaire was controlled by reliability and validity analysis in the pre-survey stage, and the Cronbach coefficient was 0.969, which showed that the questionnaire data had good reliability and validity. Finally, 550 questionnaires were collected, 93 invalid questionnaires were eliminated, and 457 valid questionnaires were obtained, with an effective rate of about 83.09%. Structural equation model was used to explore the influencing factors of consumption willingness of taro in Lipu. By using the grey relational analysis, it is concluded that there is a good correlation between the selected variables. Exploratory factor analysis is used to put forward path hypothesis for three different perceptions. According to the fitting results of the structural equation model, the fitness index has reached the ideal standard, indicating that the overall model has a good path fitting degree, in which two path assumptions, product quality and purchase perception, are established, and new strategies are formulated to influence customers' purchase intention from these two aspects. The K-means cluster analysis is used to classify the consumer groups, and the consumer groups are divided into developmental consumers, key consumers and potential consumers, which shows that different groups have different consumption levels and attitudes towards the deep-processed products of Lipu taro. According to their consumption habits and psychological characteristics, personalized marketing strategies are formulated respectively. From the market point of view, this paper gives the reference strategy of product marketing model from three aspects: product sales promotion, target consumer groups and product elements promotion, and proposes to deepen market research to accurately locate demand, strengthen product innovation to create differential advantages, pay attention to brand building to enhance influence, strengthen marketing promotion to expand share, strengthen industrial chain cooperation and coordinated development, and inherit and carry forward the social responsibility and sustainable development of Lipu taro deep-processed products.