Abstract: The market research results of an oat product were analyzed by the methods of analysis of variance, principal component analysis, correlation analysis and cluster analysis.From the result, it could be showed that:the individual preferences of consumers on the product were higher than the same kind product, and the fruity flavor needed to be strengthened.The purchase interest of consumers had a very significant positive correlation with factors of product as following:the grain plumpness, appearance, color, soaked oat flavor and smooth of product.As a result, to stimulate the purchase interest of consumers and product preferences, the appearance of products, including grain plumpness, color, soaked oat flavor and sensory characteristics of the products were recommended to improve.