Abstract

The "One City, One Flavor" product series by CP Group encompasses a variety of regionally distinctive convenience foods, including Hong Kong-style burstable custard buns, modern Hong Kong-style char siu buns, Shanghai-style soup dumplings, and Yangzhou fried rice. This study focuses on market research and consumer behavior analysis following the launch of this new product series. Aimed at delving into consumer demands and preferences, analyzing competitors' market strategies and consumer feedback, identifying potential market opportunities and unmet needs, and providing a scientific basis and data support for marketing decision-making, a questionnaire survey was conducted among young consumer groups in the cities of Guangzhou, Foshan, and Shantou in Guangdong Province. The findings indicate that the convenience food series has a certain degree of influence among consumer groups in these three cities. However, the intensity of its promotional efforts needs to be enhanced. Free tastings and point redemption programs are more popular among young consumers, while free tastings are favored by the over-forty demographic. The surveyed groups prefer to purchase convenience foods through e-commerce platforms, group buying platforms, and social media. The top three most frequently purchased brands are Oriental Selection, CP Group, and Juchun Garden. Based on the research outcomes, this study proposes corresponding strategies.