Supermarket Research Report

×× City residents of the household food consumption marketing survey report

In order to better understand the city's residents of the household in the alcohol market and food and beverage market consumption, the special survey. The survey is undertaken by a university in the city, the survey time is July to August 2001, the survey mode is questionnaire type interview survey, the total number of samples selected for this survey is 2000 households. After the completion of the survey work, the university will be summarized, the survey report is as follows:

I. The basic situation of the survey respondents

(a) sample category. In the effective sample of households, workers 320 households, accounting for 18.2% of the total proportion; farmers 130 households, accounting for 7.4% of the total proportion; teachers 200 households, accounting for 11.4% of the total proportion; 190 households of cadres, accounting for 10.8% of the total proportion; 220 households of individual households, accounting for 12.5% of the total proportion; 150 households of managers, accounting for 8.52% of the total proportion; 50 households of researchers, accounting for 2.84% of the total proportion; 50 households of researchers, accounting for 2.84% of the total proportion. The proportion of 2.84%; 90 households to be employed, accounting for 5.1% of the total; 20 households of doctors, accounting for 1.14% of the total; other 260 households, accounting for 14.77% of the total.

(ii) Household income. The results of this survey show that, from the point of view of the city's total consumption level, a considerable portion of the residents have not reached the well-off level, most of the per capita income of about 1,000 yuan, only about 2.3% of the sample of consumers with incomes of more than 2,000 yuan. Therefore, it can be initially concluded that the city's total consumption level is low, and businesses should be particularly careful in pricing.

Second, the marketing research report - a specialized part of the survey

(a) the consumption of alcoholic beverages

1, white wine than red wine consumption. Analyze the reason, one is white wine in addition to their own consumption, used for gift more, and red wine is mainly used for their own consumption; two is the businessmen to do most of the ads are white wine advertising, red wine advertising is very little. This directly leads to the market of white wine is larger than the market of red wine.

2, white wine consumption diversification.

(1) From the point of view of the purpose of buying liquor, about 52.84% of consumers used for their own consumption, about 27.84% of consumers used for gifts, the rest is very random consumers.

Buy wine for their own consumption of consumers, the price of most of the following 20 yuan, of which less than 10 yuan accounted for about 26.7%, 10 to 20 yuan accounted for 22.73%, from the brand, Tao Hua Xiang, Yanghe, Tanggou wine is relatively optimistic, especially Tanggou wine, accounting for about 18.75%, which may be related to the consumer's local complex. From the consumption of red wine, most of the prices are also concentrated in the 10 to 20 yuan, of which, 10 yuan accounted for 10.23% of the following, the higher the price grade, the lower the relative purchasing power. In terms of brand, Hua Guo Shan, Zhang Yu, hawthorn wine is the main.

Most of the white wines purchased by gift-givers are priced between 80 and 150 yuan (about 28.4%), with about 15.34% of consumers choosing more than 150 yuan. In this way, the manufacturer's pricing and packaging strategy has a basis, pricing should 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, in addition to the survey of red wine, about 10.2% of consumers choose 40 to 80 yuan price, choose more than 80 yuan about 5.11%. In short, from the above consumption situation, the consumer's consumption level basically determines the size of the liquor market.

(2) Purchase factors are more distinct, the survey data show that consumers are concerned about the factors in order of price, brand, quality, packaging, advertising, alcohol, which can be concluded that the reasonable pricing of the manufacturer is very important, creating a brand name, quality, smart packaging, good advertising is also very important.

(3) customer loyalty survey shows that consumers often change brands accounted for 32.95% of the total sample, occasionally change 43.75%, the new brand of wine like attitude of 32.39% of the total sample, 52.27% of the attitude of indifference, clearly expressed dislike of 3.4%. It can be seen that once a brand is formed in the minds of consumers, it is very difficult to change, therefore, manufacturers should make great efforts to establish corporate image and create famous brands, which is very important for the development of enterprises.

(4) Motivation analysis. Mainly in the consumer's own choice, followed by advertising, then friends and relatives, and finally the salesman recommended. It is not difficult to find, how to attract the attention of consumers, for the enterprise is the key

, how to do a good job of advertising, how to establish the consumer's word of mouth, will have a direct impact on the size of the liquor market. And for businesses, the quality of sales staff should also be emphasized, because it has a certain impact on the sales of alcohol products.

(ii) the consumption of food and drink products. The survey is mainly for some of the food and drink consumption places and consumers preferred diet, the survey shows that the consumption of the following important features:

1, consumers believe that the best hotels are not the best choice, and most often go to the hotel is often not the best hotels, consumers most often go to most of the hotels are mid-range, which is compatible with the city's residents of the level of consumption is now a number of Comparison of major hotels are as follows:

Taifu Hotel is the most favorable, about 31.82% of consumers choose it, followed by the Wanghai Tower and Pearl Hotel, both 10.23%, and then Jinhua Hotel. Survey we found that although the Yuntian Hotel is said to be better, but because of the special nature of this hotel, only when the organization of large-scale conferences, or VIPs, government dignitaries can enter, so the survey as ordinary consumers of the survey respondents seldom choose the Yuntian Hotel.

2, most consumers choose to work or live in their own neighborhood, there is a certain regional. Although there is a great deal of randomness in the choice of hotels, but not absolutely so, for example, the Great Wall Restaurant, Huaiyang Restaurant, there are certain long-distance consumers patronize.

3, the pursuit of fashionable consumer, such as hand-grabbed lobster, sweet and sour pork, sweet and sour pork, Gongbao chicken consumption is more, especially hand-grabbed lobster, in the survey sample total of about 26.14%, with absolute advantage of occupying the catering market.

4, in recent years, seafood and hot pot has become the two highlights of the public food market, the market potential is very large, the current consumption is also very large. The survey showed that said like seafood accounted for 60.8% of the total sample, like hot pot accounted for about 51.14%, in the investigation of the season, like to eat hot pot in the summer of about 81.83%, in the winter of about 36.93%, hot pot not only in the winter there is a large market in the summer has a greater potential for the market. At present, the city's hot pot restaurants and seafood restaurants all over the street, forming a major landscape and characteristics of residential consumption.