College student mobile phone market survey plan

Purpose of the survey

In view of the current situation of the Dalian mobile phone market, this market survey must be based on the principles of scientific rigor, truthfulness, and combination of investigation and argumentation. The purposes of this market survey include:

1. Clarify brand awareness and competition in the mobile phone market;

2. Understand and analyze the consumer demand and consumption behavior of consumer groups at all levels;

3. Master the sales status of mobile phone sales terminals for each mobile phone brand;

4. Understand the perceptions and suggestions of consumers and mobile phone sales terminals for Daxian mobile phones, and the advantages and disadvantages compared with other brands;

5. Master the marketing strategies and promotion methods of other branded mobile phone products;

6. The ultimate goal: First, to provide a market basis for adjusting the marketing strategy of the company's mobile phone products; second, to establish the company's marketing positioning in the Dalian market.

survey content

1. Cognition and competition of various mobile phone brands

The awareness of each mobile phone brand;

The frequency of purchase of each mobile phone brand;

The frequency of purchase of different grades of mobile phones;

Purchase intention of each mobile phone brand;

Market share of each mobile phone brand;

2. Consumer behavior and needs

Consumers' evaluation of the quality of each brand of mobile phone products;

Consumers' perceptions and requirements for the style of each mobile phone product;

The acceptance of the price of mobile phone products by consumers at different levels;

The main factors affecting consumers' purchase of mobile phone products;

Consumer requirements for the functionality of mobile phone products;

Places where consumers at different levels purchase mobile phone products;

3. Sales status of each mobile phone brand in the sales terminal

Each sales terminal sells the number of different mobile phone brands and the total monthly sales;

The sales level of each mobile phone brand sold by each sales terminal;

Each sales terminal sells the price of each mobile phone brand;

Evaluation and requirements of the quality, style and efficacy of each mobile phone brand by each sales terminal;

Promotion and promotion methods of different brands of mobile phone products at various sales terminals;

The evaluation of the company's mobile phone products by various sales terminals and the advantages and disadvantages compared with other brands;

Please ask each sales terminal to raise the problems and suggestions of the company's mobile phone products;

investigation method

1. Campus fixed-point interception survey method: surveys the general and different levels of consumers using campus fixed-point interception visits, that is, renting venues in the bustling area of ​​the college, and the interviewers will explain the consumers and then conduct one-on-one Access. The number of samples should not be too much, it is recommended to be 30 to 50 people.

2. The deep-interview survey method: In-depth access to the mobile terminal sales terminals using the deep access method, the purpose is to understand the retailers' understanding of the mobile phone products, and set the access sample to 10 sales terminals:

Review and statistical analysis of survey results

1. Statistics are analyzed by teamwork analysis of sales results;

2. The accuracy of the survey was 80%;

3. The system analysis error is 80%.

Survey schedule

time

content

April 8 - April 9

Design questionnaires, select samples, understand brands

April 9 - April 10

Preparation before investigation

April 11

Survey implementation

April 15th, April 20th

Review and review of the questionnaire

April 21 - April 30

Statistical analysis, preparation of investigation reports

May 7 - May 15

Printing and submitting investigation reports

Budget

A total of 70 questionnaires were printed

A total of 5 questionnaires

70*5*0.2=70.