2019 college summer market survey report

Family market research report

Survey report on dietary consumption status of residents in ×× City In order to gain a deeper understanding of the consumption situation of households in the wine market and catering market, the survey was conducted. The survey was undertaken by a university in the city. The survey time was from July to August of XX. The survey method was a questionnaire-based interview survey. The total number of samples selected in this survey was XX households. After the investigations were completed, the university summarized the contents of the investigation. The investigation report is as follows:
First, the basic situation of the survey object sample case. Among the effective sample households, 320 households accounted for 18.2% of the total; 130 households, accounting for 7.4% of the total; 200 teachers, accounting for 11.4% of the total; 190 government officials, accounting for 10.8% of the total; 220 households , accounting for 12.5% ​​of the total; 150 households, accounting for 8.52% of the total; 50 scientific research personnel, accounting for 2.84% of the total; 90 households, accounting for 5.1% of the total; 20 doctors, accounting for 1.14% of the total; 260 households, accounting for 14.77% of the total.
Household income situation. The survey results show that from the perspective of the total consumption level of the city, a considerable number of residents still do not reach the level of well-off, most of the per capita income is around 1,000 yuan, and only about 2.3% of the consumers in the sample earn more than XX yuan. . Therefore, it can be concluded that the total consumption level of this city is relatively low, and merchants should be particularly cautious when pricing.
Second, special investigation of the consumption of some alcoholic products
1. Liquor consumes more than red wine. Analysis of the reasons, first, in addition to the customer's own consumption, liquor is used for gifts, and red wine is mainly used for their own consumption; second, most of the advertisements for businesses are advertisements for liquor, and advertisements for red wine are rare. This directly leads to a market for liquor that is larger than the market for red wine.
2. Diversified consumption of liquor.
From the use of liquor, about 52.84% of consumers use it for their own consumption, about 27.84% of consumers use it for gifts, and the rest are random consumers.
Consumers who buy alcohol for their own consumption are mostly under 20 yuan, of which 26.7% are below 10 yuan, and 22.73% are 10-20 yuan. From the brand point of view, rice flower fragrance, Yanghe, Tanggou The wine is relatively optimistic, especially Tanggou wine, accounting for 18.75%, which may be related to the local complex of consumers. Judging from the consumption of red wine, most of the prices are also concentrated between 10 and 20 yuan, of which 10.33% are below 10 yuan. The higher the price grade, the lower the purchasing power. From the brand point of view, Huaguoshan, Changyu and Hawthorn wines are the main products.
The price of liquor purchased by the gift giver is mostly between 80 and 150 yuan, and about 15.34% of consumers choose 150 yuan or more. In this way, the manufacturer's pricing and packaging strategy has a basis, pricing must be reasonable, but also have good packaging, in order to increase sales. From the choice of brand, about 21.59% of consumers choose Wuliangye, 10.795% of consumers choose Maotai, and another survey of red wine shows that about 10.2% of consumers choose 40-80 yuan, choose 80 yuan. The above is about 5.11%. In short, from the above consumption situation, the consumer's consumption level basically determines the scale of the wine market.
The purchasing factors are relatively clear. According to the survey data, the factors that consumers pay attention to are price, brand, quality, packaging, advertising, and alcohol. In this way, it can be concluded that the reasonable pricing of manufacturers is very important, creating famous brands and seeking Quality, clever packaging, and advertising are also important.
According to the customer loyalty survey, consumers who frequently change brands account for 32.95% of the total sample, and occasionally change 43.75%. The attitude toward the new brand is 32.39% of the total sample, and 52.27% of the total does not care. 3.4% clearly indicated that they did not like it. It can be seen that once a brand is formed in the minds of consumers, it is difficult to change. Therefore, manufacturers should make efforts in establishing corporate image and striving for famous brands, which is very important for the development of enterprises.
Driver analysis. Mainly in the consumer's own choice, followed by advertising, then friends and relatives, and finally the salesperson recommended. It is not difficult to find out how to attract the attention of consumers is the key to the enterprise. How to do a good job in advertising and how to build a consumer's word of mouth, the article will be included in the article:
2. For consumers to choose local wines more, the government and businesses should take active measures to guide consumers' consumption and achieve a virtuous circle of urban consumption.
3. Due to the growth of seafood and hot pot consumption, resulting in chaos in urbanization management, the government should strengthen management, scientifically guide the market, and promote urban civilization.
The market research report is a written report that describes and reflects the market research results and presents the author's opinions and opinions on the basis of analyzing and sorting out the data obtained from the survey.
The market research report is the final result of the market research work and the most important part of the market research process. Many managers are not necessarily involved in the market research process, but they will use the survey report to make business decisions. A good survey report can effectively guide the market planning activities of enterprises. At the same time, it can understand the situation, analyze problems, make decisions, plan, control, coordinate and supervise all departments. Play a positive role. If the investigation report is poorly written, even the best survey data will be overshadowed and may even lead to the failure of market activities.