Suname God - Consumer Research on Functional Beverage
Company overview
Guangdong Suname Group Co., Ltd. was established in 1988 and is a joint venture group specializing in the R&D, production, and sales of health foods, food, pharmaceuticals, and cosmetics. For many years, the Suname Group has adhered to the corporate mission of "Caring for Life, Benefiting the Public, and Revitalizing China," continuously advancing the development of modern wellness industries and building a strong brand presence and market influence. Several of its products have gained widespread recognition in the domestic health supplement market. The Group is committed to integrating traditional Chinese medicine (TCM) wellness principles with modern technology, creating a professional and functional health product portfolio
Research background
In the context of accelerated urban living rhythms and changing dietary patterns, gastrointestinal dysfunction has become a common health concern among the general public. Suname Group's "Taiyin Shen Monkey Mushroom Gastrointestinal Health Oral Liquid" aims to provide a regulatory health solution targeting this market segment. However, the product has encountered poor sales performance and unclear consumer awareness. To reverse this situation, the company urgently needs a systematic study to understand the mental perceptions, consumption behaviors, and product perceptions of individuals suffering from gastrointestinal discomfort, providing scientific evidence to support a repositioning of the product and the development of effective marketing strategies.
Research scope
In January 2014, CEIDEA Research was commissioned by Guangdong Suname Group to conduct a special field study on the market performance of the "Taiyin Shen Monkey Mushroom Gastrointestinal Health Oral Liquid" among target consumer groups across South, East, and Central China. This study included actual users of both the product and key competing brands. Through a combination of in-depth interviews and questionnaires, the research aimed to gain authentic insights into consumers' purchasing habits, usage frequency, brand impressions, perceptions of product efficacy, acceptance of packaging, taste evaluations, and price sensitivity. Additionally, the study explored the key factors consumers consider when selecting gastrointestinal health products—such as natural ingredients, safety, and speed of effectiveness—and identified their sources of trust—such as doctor recommendations, advertising influence, or word-of-mouth referrals—to establish a perception gap model between the product and consumers.
Expected outcomes
This research will systematically present the target consumer group's needs profile, purchasing journey, and psychological expectations, identifying core barriers facing the "Taiyin Shen" product in brand communication, functional understanding, and market positioning. The final report will provide targeted strategic recommendations across key dimensions including consumer segmentation, product function expression, packaging optimization, pricing suggestions, and channel selection, helping the company reposition its product and develop a marketing strategy aligned with market psychology, thereby enabling its return to the competitive mainstream of the gastrointestinal health product segment.
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