Author(s)

SiYu Huang^*, YuFeng Yao, ZhiJie Zhang, YunLi Zhou, LiQi Tan

Affiliation(s)

School of Management, Guangxi Minzu University, Nanning 530006, Guangxi, China.

Corresponding Author

SiYu Huang

ABSTRACT

This paper focuses on the trend of 'low-fat low-calorie healthy diet', aiming at the young group of 14-30 years old in Guangxi, and deeply studies the contradiction between high purchase intention and low purchase rate in the low-fat snack market. On the one hand, we hope to fill the current research gap on low-fat snacks, on the other hand, we hope to bring practical promotion to low-fat snacks. Through questionnaires and network data, this paper analyzes consumer value judgments and reveals the market potential and reform needs of low-fat snacks. Five innovative strategies are summarized: product diversification, customized promotion, multi-channel sales, healthy raw material use and brand vision improvement. Logical model and K-means clustering analysis are used to analyze the influence of consumer characteristics on purchase intention, and the target market is subdivided. A neural network model was established, and 18 specific strategies were proposed, covering product taste, health, channel, marketing and packaging innovation, and quantifying their impact on purchase intention. Finally, it puts forward some suggestions for the development of low-fat snack enterprises with high-quality products and honest marketing as the core, and puts forward some suggestions to the government, hoping to contribute to the healthy development of low-fat snack industry.

KEYWORDS

Low fat low card; Guangxi young consumer groups; Logistic model; K-means clustering analysis; Neural network

CITE THIS PAPER

SiYu Huang, YuFeng Yao, ZhiJie Zhang, YunLi Zhou, LiQi Tan. Healthy 'food' in good, fat reduction new trend- 'healthy low-calorie diet' under the background of guangxi based on the young group of low-fat snacks consumption intention investigation and innovation strategy analysis. Social Science and Management. 2025, 2(3): 1-18. DOI: https://doi.org/10.61784/ssm3054.

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