Summer Survey of College Students

College Summer Social Survey Report Budweiser Beer Chengdu Public Body Advertising Effect Survey Report Survey Unit: Chengdu Media Bole Bus Advertising Co., Ltd. Survey Content: Budweiser Beer Chengdu Public Body Advertising Survey Scope: Advertising Effect and Media Research Survey Time: XX Year 7 From the 10th to the 20th of July, the speaker: aaa
Survey outline time: July 10, XX to July 20, XX Survey location: Chengdu City Survey respondents: Respondents requested: 26-55 years old, male or female survey method: interviews based on face-to-face interviews Sampling methods: random street interception visits, looking for respondents according to age requirements Note: 1. Samples obtained through random sampling on weekdays and non-working days are more representative of the survey of urban citizens.
2. Location and sample size: ·
Pacific Department Store Chunxi Store Xinhua Park Second Ring Road Guanghua Village Intersection Brown North Community Good and a lot of traffic survey purposes: 1, the background information of Budweiser beer body advertising group
2. Objectively and neutrally evaluate the effectiveness of Budweiser beer body advertising
3. Objectively investigate the utility of Budweiser beer body advertisements in all advertisements placed in Chengdu.
Budweiser beer body advertising effect is evidenced by the media Bole bus advertising company to provide customers with outdoor advertising effect survey services to ensure that customers have scientific market research data to measure the effectiveness of media Bole bus advertising company bus advertising, while for customers in the future The media delivery program provides strategic and data support.
The study was conducted regularly by an independent third-party market research company. The survey was large and tested in more than 10 cities across the country for two consecutive years, and on this basis, the media Bole Bus Advertising Company established a preliminary Bus advertising effect prediction model.
The results of the release of XX years have selected some cases. The main survey contents include: cognition rate of brand and advertisement, arrival rate, frequency of contact, and the extent of advertising psychological spread csp.
Survey method: Quantitative research, at least 300 samples were taken from each city, and random access questionnaires were interviewed at more than 4 variable survey sites each time.
Analysis outline
a. Analysis of the beer industry a. Introduction b. Consumption habits
b. Outdoor media usage behavior research
c. Budweiser beer advertising survey urban environment overview
d. Budweiser beer advertising effect research and target analysis
f. Budweiser beer advertising effect evaluation conclusion
End of g.
a. Beer industry analysis foreword With the advent of the hot summer, the beer war is inevitably erupted again in various markets. Unlike the past few years, the core of this round of beer war is no longer the price factor, with the level of mass consumption. The increase, the price is no longer the main factor in consumer beer consumption decision-making, and the brand and fashion has become the most important focus of consumers consciously or unconsciously.
Consumption habits Within a week, urban residents per capita consumption of beer 2.49 cans within a week, per capita consumption of beer by city residents 3.4 bottles of per capita consumption of beer per capita in a week 2.73 beer consumption habits 2 the most frequently purchased brand of Chinese people who have consumed beer in the past year 11.4% Suntory accounted for 7.2% Snowflake accounted for 4.9%
Mountain City accounted for 4% Budweiser accounted for 2.9%
Consumption habits analysis of three foreign beer brand consumption
1. Among them, Budweiser, Heineken, Tiger, Baker and other consumers are positioned in young men: Kirin, Lufthansa, etc. are middle-aged men; Corona is a female consumer.
2. The target consumer groups targeted by "foreign beer" are mainly young people with stable work and high income levels between the ages of 25 and 35. Their consumption consciousness is closely related to their modern attitudes and fashion attitudes.
Consumption habits four
1. "National Beer", "Daily Beer", the rapid development of regional beer production enterprises has also caused the white-hot competition of the beer industry. The harsh competition environment will inevitably lead to the "reshuffle" within the beer industry. 3. Chemical and brand competition have become the three magic weapons for beer companies to compete.
2. At the same time, consumers have become more critical, and have abandoned the traditional concept of "one-stop" and become a follower of beer consumption fashion.
3. Low price is not the decisive factor in the competition of the beer market, but the value and connotation of the brand itself.
b. Outdoor media usage behavior research advertising is to make consumers unaware that consumers who are unaware of the purchase action will be cascading down as quickly as possible. The lower the number of people at the bottom, the less the target customers must know the brand. Or the existence of the company. Understand, they must know what the product is and what they do. Make sure that they must be inclined or confident in buying this product, and they must act to purchase.

The function of the advertisement is to convey the "product and brand information to the consumer". The direct result is that the purchase action is generated or not generated, and the consumer will also change the knowledge or feeling of the advertised product.
The goal of advertising is to change the attitude of the customer group. In the process of changing attitudes, it can be divided into five stages: unknown, well-known, understanding, convinced, and action. Therefore, how many unknown rates are high, the rate of understanding, the rate of understanding, the rate of confidence, the purchase Rate, it becomes the target of advertising.
The spread of advertising - csp
Under normal circumstances, consumers go through a five-stage process, and finally use the power of promotion to evoke the purchase action to make the commodity's popularity rate, understanding rate, goodwill rate, and purchase intention rate graphically expressed as the amplitude pattern----csp it It can visually show the proportion of consumers who reach the various stages of the brand's communication.
The change of csp measured before and after the release of the advertisement is because the effect of the psychological change affected by the advertisement can not only measure the advertising effect of the specific time period, but also become the important information for setting the advertising target next time.
1. Superior visual impact
2. The best sight effect
3. Low cost, high efficiency
4. Unique ideas
5. More contact with the contact level. The 80-square-meter huge mobile billboard on the car body, deepen the brand impression, contact consumers near the point of sale, and the eye-catching title is easy to see.
c. Budweiser beer advertising survey urban environment overview

Business District Sort: Downtown, West, South, North, Eastern Business District Sort: West, South, East, North, Downtown Business District Sort: Downtown, South, West, North, Eastern Business District Sort: Downtown, South , west, east, north
d. Budweiser beer advertising effect research and target analysis Budweiser beer advertising was investigated by the sex ratio: female accounted for 54%, males accounted for 46%.
The age distribution of Budweiser beer ads was surveyed, with 17% of 46-55 years old, 25% of 36-45 years old, and 58% of Budweiser beer advertisers aged 26-35. This part of the customer group has a greater understanding of the Budweiser beer brand, and has a certain purchasing power and purchasing potential.