基于GMM算法的膨化食品消费者画像研究

A Study on Consumer Profiling for Puffed Snacks Based on the GMM Algorithm

摘要: 本研究通过收集问卷数据，基于GMM算法构建膨化食品消费者画像。首先通过探索性因子分析(EFA)对数据进行降维，结合Spearman相关性检验筛选核心变量，运用GMM聚类分析，最终将膨化食品消费者划分四类。高消费潜力型青少年具有单一社交消费属性，偏好咸口与复合口味。多维度灵活型社交场景消费显著，购物方式灵活，偏好复合口味且价格选择单一。口味价格聚焦型计划消费性强，多渠道购买，口味与价格选择均单一。价格敏感型消费能力弱，依赖促销驱动。

Abstract: This study collects questionnaire data and constructs a portrait of puffed food consumers based on the GMM algorithm. Firstly, exploratory factor analysis (EFA) is used to reduce the dimensionality of the data, and core variables are screened by combining with the Spearman correlation test. Finally, through GMM cluster analysis, puffed food consumers are divided into four categories. Teenagers with high consumption potential have a single social consumption attribute and prefer salty and compound flavors. The multi-dimensional flexible type shows prominent consumption in social scenarios, with flexible shopping methods, a preference for compound flavors, and a single price choice. The taste-price focused type has strong planned consumption behavior, adopts multi-channel purchasing, and shows single choices in both taste and price. The price-sensitive type has weak consumption capacity and relies on promotions to drive purchases.