Author(s)

Minghui Cao, Yifei Hu, Ru Shi, Zhiming Zhang

Corresponding Author

Minghui Cao

ABSTRACT

With the increasing popularity of a healthy lifestyle, people pay more attention to healthy food. Under that circumstance, many companies selling healthy food have sprung up, and many snack companies have expanded their businesses to sell healthy food. It can be seen that the sales competition of healthy food in the industry is fierce. Therefore, it is of great significance to research marketing strategy optimization healthy food based on analysis of consumer behavior characteristics. Based on the preliminary investigation, we made questionnaires related to consumers' behavioral intentions. We issued the questionnaire to obtain data to solve the existing problems of promoting sales of healthy food. Then, we performed multiple linear regression analyses using Minitab software based on the valid data received. Next, we can obtain the main influencing factors of user satisfaction through the results of data analysis. The four factors are taste, price, satiety, and packaging. We also came up with targeted response measures. To sum up, we know that the marketing strategies and specific implementation measures studied in this paper can effectively promote the sales of healthy food in the Mint Health APP. These strategies will provide advice for Mint Health APP and inspire the future development of the health food industry.

KEYWORDS

Healthy food, Marketing strategy, Consumer behavior, Multiple linear regression