Market research and analysis

Market research is to let us re-understand a thing or an industry, so it is particularly important when exploring a field. To this end, I will sort out the relevant contents of market research and analysis for you. Please refer to.

Market Survey and Analysis Part I, Preface

In recent years, the annual output of soft drinks in China has increased at an average annual rate of more than 20%, reaching more than130,000 tons. Soft drink market has become one of the fastest growing markets in China food industry. In 2006, soft drinks still maintained a booming trend of production and sales, and the sales revenue and profit of finished products increased significantly compared with the same period. The improvement of people's income level makes it possible for the continuous growth of beverage production and consumption; Consumers' demand for natural, low-sugar and healthy drinks has promoted the rise of new varieties. However, the growth point will shift. Although the traditional mainstream position of carbonated drinks will be challenged, bottled drinking water, tea drinks, juice drinks and functional drinks will be favored by more consumers.

As the main group of beverage consumption, college students' consumption habits and behaviors have always been concerned. At present, the competition in the beverage consumption market is becoming increasingly fierce, and brands are constantly emerging. The beverage consumption market has become a typical buyer's market, and people have more and more choices. What choices should college students make? In today's increasingly calm consumption, how will manufacturers face it? With these questions in mind, we recently conducted a survey on the beverage market for college students.

Second, the survey overview

(A) the purpose of the study

1. Learn about the favorite drinks of college students.

(1) College students pay attention to the factors of drinks (taste, price, packaging, etc. )

(2) The influence of brand on college students' choice of drinks.

(3) The popular trend of beverages among college students.

2. Understand the consumption of drinks by college students.

(1) college students' consumption view of drinks

(2) The consumption market of newly listed beverages among college students.

3. Understand the drinking habits of college students.

(1) Choose where to buy and why to buy.

(2) Purchasing quantity and purchasing method

research method

1. Scheme survey (inquire relevant information to understand the beverage classification standard in China and the development trend of the beverage market in China).

2, online search, online access to relevant information, to understand the views of merchants and operators on the beverage consumption market)

3. Interview method, interviewing the operators.

4. Questionnaire survey

Requirements for visitors:

(1) Be familiar with the contents of the questionnaire.

(2) Have good and clean external instruments.

(3) Have clear speech, fluent language and concise oral expression ability.

(4) Serious and responsible, positive working attitude

(C) the choice of research objects, sample distribution and research methods

1. Respondents: College students in Yuelu Campus.

2. Research methods:

(1) fixed-point access, blocking access

(2) Interview (visiting the shopkeeper)

(3) Investigation principle: the number of samples * * * is 60. Analyze and count the information and data obtained from the survey, and get the relevant data such as the respondents' habits of beverage consumption.

Third, the analysis of the survey results

Through a week-long investigation, * * * designed 60 samples and collected 60 valid questionnaires. Summarize the following characteristics of college students' beverage consumption: (it can provide reference for juice beverage enterprises and provide certain market basis for marketing decision-making)

(a) Carbonated drinks are still the choice of most people.

Carbonated drinks, tea drinks and water drinks constitute the main part of beverage consumption. The consumption of carbonated drinks reached 60%. This kind of beverage is characterized by quenching thirst, relatively basic functions and relatively low price. This also shows that the mainstream of consumers' beverage consumption still only requires its most basic functions and is sensitive to price.

The consumption of fruit juice drinks accounts for 25%. This includes both pure fruit juice and general fruit juice drinks. Judging from the proportion of consumption, it is relatively stable, slightly higher than last year's data. Functionally, fruit juice drinks are different from water drinks and carbonated drinks, which also determines that fruit juice drinks cannot completely replace these traditional drinks. However, judging from the development of consumption proportion, there is still room for growth of fruit juice drinks, but the growth rate is not optimistic. In addition, tea drinks and mineral water are not the most popular drinks for college students. The chart analysis is as follows:

Analysis chart of consumer's favorite beverage types

The survey found that the cost of living of college students still plays a certain role in the choice of drinks. The higher the cost, the more people buy juice drinks and functional drinks, while the lower the income, the higher the enthusiasm for water drinks and tea drinks. This also shows that college students' beverage consumption and living expenses are a great influencing factor.

(b) Among all brands, Coca-Cola leads in consumption.

In terms of consumption, Coca-Cola is still the leader, leading with 23% consumption. Followed by Master Kong and Pepsi, both are 16%, unified to 15%, and the three are neck and neck.

In the third group, the domestic brands are Nongfu Spring, Huiyuan, Wahaha and Queer, ranging from 3% to 6%. Domestic brands have gained a firm foothold in the beverage market. Although there is still a long way to go from those international giants, the stable market share and good market reputation have made domestic beverages have a good situation. College students' brand choice far exceeds that of other consumer groups.

Brand analysis of consumers buying drinks

(3) Taste and brand are the two biggest factors that affect consumers' purchase.

1, the taste of drinks is the most popular factor, which affects consumers the most. 53% people think that they will be very concerned about the taste of drinks, and whether the taste is suitable for them will affect the choice and purchase of drinks.

2. The influence of beverage brands on consumption is another major factor after taste. 35% respondents believe that the brand of drinks will affect their choice. In the survey, 17% of the respondents said that popularity would affect their choices. College students pay more attention to the brand and popularity of beverages. Because they are at the forefront of the trend, they are fresh about the launch of new products and pay special attention to the broadcast of new advertisements.

3. Among the factors that affect the choice, the third group has factors such as nutritional composition, price and shelf life, and 23%, 20% and 19% of consumers gave the choice respectively.

The influence of shelf life on consumers' choice has certain limitations. Generally speaking, consumers are reluctant to choose products that are about to expire, but this usually does not have a direct impact on the purchase of a product. In this case, people tend to re-select products that look fresher in the old brands. The place of purchase should have a greater impact on this. An important reason why people are more willing to choose supermarkets is that the goods in supermarkets circulate quickly and can ensure the freshness of products.

Price has a great influence on the purchase of products. This influence not only lies in the choice of purchase place, but also impacts the choice of product brand and product category.

Consumers' choice of nutritional ingredients should not only be understood as the requirement of which ingredients should be included in the beverage, or the pursuit of whether there is a certain ingredient in the beverage, but also include another meaning, that is, the requirement that the beverage should not contain a certain ingredient.

As a special living environment, campus has created a special cultural atmosphere. According to the definition of society, campus can be understood as a narrow society, which has its own way of existence. Compared with the off-campus society, the on-campus society is simpler and more induced. Since consumption behavior is regular, we can make the problem more specific by investigating the cosmetics market.

I. Introduction:

Millions of college students in China have formed a special group and created a special cultural atmosphere in a special living environment. This kind of group not only has great consumption potential at present, but also will become the mainstream of social consumption in a few years. Paying attention to the student market and cultivating brand loyalty from the student days is bound to become a top priority for all businesses.

However, because of its particularity, the student market usually can't play cards according to common sense in propaganda strategy. What are the characteristics of the student market? According to this feature, what kind of marketing strategy should we give?

Second, the basic situation of the investigation:

With such a problem, we conducted a targeted market survey in the Institute of Technology, that is, the campus cosmetics market survey. We distributed 636 questionnaires, of which 665,438+00 were valid. The object of this questionnaire survey is the female dormitory with concentrated consumers, high population density and mutual influence on purchase decision. Such consumers can easily form brand loyalty. On the surface, the purpose of the survey is to understand the situation of girls using cosmetics and find out the market of cosmetics (make-up), but in essence, it is to understand the consumption psychology and characteristics of college students through this survey. In the sampling method, random stratified sampling was adopted, and 3 18 dormitories were randomly selected from female dormitories, and two questionnaires were distributed to each dormitory. Respondents chose a domestic cosmetics brand-Color Zone. The survey was funded by the Color Zone. This brand has low price, many varieties and bright colors, which is very suitable for students.

Third, the analysis of questionnaire survey results:

I. Market capacity

Before talking about the market capacity of cosmetics, mention one first? Leading consumer groups? From the feedback information of this questionnaire, we can see that there are great differences in their consumption behavior due to different departments, and there are also great differences between liberal arts majors such as School of Packaging Design, School of Economics and Management, Department of Law, Department of Foreign Languages and science majors such as School of Civil Engineering, School of Mechanical Engineering, Department of Computer Science and Department of Information. From the data, the proportion of people who have used makeup. But behind the figures, we can see that the proportion of students majoring in packaging design and economic management can be as high as 65%, while the proportion of students majoring in civil engineering and mechanical engineering is only about 32%.

Market capacity refers to the market share of products and brands in the total market. Let's assume that the total market is G and the market share is N. For all consumers, the market capacity of the Institute of Technology is about 5 1.5% gn, but for the liberal arts department like Bao, the market capacity is 65%G85%N (multiplied by 85% because 85% of the girls in the school study these liberal arts).

Comparatively speaking, 65% G85% N>5 1.5%GN. From the figures, we can see that if the target market is for students majoring in liberal arts, we will have a bigger market and reduce the cost of publicity activities.

Through this survey, we tentatively set the School of Packaging Design as? Leading consumer groups? If the students of packaging design department can drive the consumption trend in the relatively closed market of art college, students of other departments will also be affected and participate in it. The reason why the School of Packaging Design is designated as a leading consumer group is that their professional characteristics lead to their special consumption habits, and they spend a lot of money on being unconventional and pursuing fashion, which is more worthwhile than any other professional students.

Market capacity includes not only the capacity of consumer groups, but also the capacity of potential consumer groups. Among people who don't wear makeup (we define them as potential consumers), the number of individuals in this group is considerable, accounting for 48.5% of the total. Through the data feedback of the questionnaire, we know that the main reason why they don't wear makeup is that they think that plain face is also a kind of beauty, and there is no need to deliberately modify it. ? (55.6% of potential consumers choose this option); ? Usually too busy to make up? And then what? Can't make up? Also accounted for 29.4% and 27.6% respectively. Although you don't need makeup, most people don't think so? Is it worth spending money on it? Only about 3% people choose this one, indicating that not wearing makeup may be a helpless choice, and subconsciously they still yearn for it. After all, it is women's nature to love beauty, but there is actually no reason for them to act. If such reasons can be found, potential consumers will be transformed into real consumers immediately.

Judging from their options, I don't think it's necessary to decorate deliberately? This is an important misunderstanding at present. In future publicity activities, we should firmly grasp this complaint and tell them that makeup will make them more beautiful and bring them more confidence. And then what? No time for makeup? And then what? Can't make up? These two points also have great business opportunities for us. In fact, I don't have time to make up because I can't make up, so in the final analysis, students generally lack makeup knowledge. If we can provide some lecture services, it will undoubtedly be of great help to the establishment of the consumer market.

Second, brand awareness.

On the brand awareness of color zone, that is, the number of people who have heard of color zone, although it has reached 40% in data. However, in the actual purchase behavior, consumers choose Maybelline and Avon as their brands. Only a small number of people use or buy ribbons. This makes us deeply realize that among engineering students, the brand image of color zone has not been established yet. Although there is a little brand impression, it is not enough to affect their buying behavior. Therefore, to strengthen the promotion activities, we should start with these 40% people, because only they will buy at the first time.

In the choice of cosmetics at what price, students focus on the middle and low prices, and few people choose high prices. For example, L 'Oré al, an old makeup brand, pays attention to the embodiment of identity in brand appeal and returns to elegant taste. Most of the products are stable and mature colors, and the prices of such brands are very high, so few students choose to buy them. Red soil and Maybelline basically take the light-colored route representing the youth of young people, and the product color is mainly pink. The same is true for the color zone, where the price is at a medium level, and students will have a great possibility to choose.

Maybelline, as the first brand in the domestic makeup market, has firmly grasped people's hearts and snatched most of the market share. It's not easy for the lottery to get a slice of it. However, it doesn't mean that there is no chance. For example, if we make efforts in terminal sales, the Maybelline brand will ring again. At present, there are no publicity or promotion activities for polytechnics. If the lottery area seizes this opportunity, it can carve up the market share bit by bit, starting from the Institute of Technology and reaching the whole Zhuzhou market. Therefore, in advertising, Zhuzhou color should pay more attention to the propaganda investment of the sales terminal, that is, directly face consumers with products. Therefore, promotion activities should be done more and must be done more.

Third, buying psychology.

What kind of preferential service do students want? Unscheduled price discounts or promotions? Accounting for 57.3%; ? A moderately priced student package? Accounting for 54%; ? Gifts and discount cards 48%; ? Makeup artists give regular lectures? Accounting for 3 1.4%.

Here, we can see the degree of students' concern about the price, which shows that students still have the psychology of being greedy for small and cheap, which can not be ignored. Whether we can judge the consumption characteristics of students as a special consumer group according to conventional reasoning is a question worthy of our reflection. For example, before we do an investigation? Insist on no discount and maintain brand image? However, in the survey, we found that students pay more attention to short-term interests than we thought, and students seem to be insensitive to our long-term brand maintenance work, such as lectures or other forms of non-promotional brand promotion activities. Therefore, in the later stage of marketing behavior, we should not stick to the price position, but focus on the long-term and stimulate consumption with direct profit-making activities of price or other nature. We think this is the main way to target the student market. The methods can be discounts, free beauty consultation, skin tests and occasional samples or posters.

What kind of cosmetics do students choose? Lip gloss? 69.3%; ? Foundation? Accounting for 46.3%; ? Mascara? Accounting for 45.7%; ? Nail polish? Accounting for 44.7%; ? Eye shadow? Accounting for 4 1.4%. Blushing? Accounting for 16.7%. We can see that the demand for lip gloss is the largest. Why? According to our analysis, the use skills of lip gloss are very low, and other cosmetics need to have certain makeup experience to use correctly. Therefore, there is an urgent need to return to the just-needed service, provide lectures, and do some makeup artist counseling at school on a regular basis.

But from here, it seems to be the same as just said? Are students insensitive to long-term brand maintenance (lectures)? Actually, there is no contradiction here. According to our analysis, students have no direct demand for tutoring lectures, but they need some guidance from makeup artists, which is actually an indirect demand. In fact, it is necessary to hold a lecture to complete the guidance. In fact, another question in the questionnaire, namely? Are you interested in attending a lecture on makeup? The interviewee still reported a wait-and-see attitude of certain interest. Interested or slightly interested people account for 60%, choose? Doesn't matter? People also reached about 20%. When asked. Through what channels can I get information about makeup? At that time, 80.8% people chose magazines and books, 30.9% people chose to introduce them through relatives and friends, and only 16.5% people got information through TV or lectures in reality. This shows that students' access to makeup information in real life is far from enough. We all know that it is difficult for makeup artists to convey it correctly through books. We should try our best to meet the subconscious needs of students. In order to please consumers, they will pay more consciously.

For students, what style of makeup attracts them most, and most people have chosen it? Simple and natural? . This kind of people account for about 96%, although there are several people who choose. Fashion trends? ,? Alternative personality? These two items, but the mainstream voice still uses simple makeup suitable for students. When making the corresponding student package, we should take light makeup as the appeal point and take it as the breakthrough point of publicity.

Many people express their consumption ideas with good quality and low price. On the surface, it doesn't seem to make much sense, but careful analysis will reveal that consumers are eager for products that can satisfy them, which may be too idealistic. For example, an interviewee said: There is basically no such thing as good quality and low price, so when I have money, we will buy those products with loud brands.

This sentence undoubtedly represents the shopping mentality of most people. Analyzing this sentence, we can see that it has three meanings:

What is the first floor? There are basically no good and cheap ones? She seems to be distrustful or wary of some commodities in reality in a tone that represents many consumers, and thinks that there are basically no good and cheap ones, which shows that college students' shopping concepts and consumption concepts are mature.

What is the second floor? When I get rich? It shows that college students don't have spare money at hand all year round, and they don't always have the opportunity to buy products because of their interest. No matter how much your monthly living expenses are, students are just pure consumers. Their main task is not to consume, but to study. Although not everyone thinks so clearly, most people think so subconsciously, so the price is still the eternal chest pain for students. It is easy to take money from students' pockets, but how much money can be paid is also a question worth thinking about.

What is the third floor? Buy famous brands? . I would also like to quote an interviewee here: brand awareness can reflect the popularity and quality of products, which shows that consumers' pursuit of famous brands is not irrational, and the pursuit of famous brands is actually the pursuit of quality, especially in cosmetics. It doesn't matter whether clothes are fake or not, cosmetics are put on your face. Cosmetics are more special than any commodity in the purchase decision.

Market research and analysis Part III. For the ideal place to buy cosmetics, 56.2% consumers choose to buy cosmetics in specialty stores; 15% of consumers choose to buy at the school gate; 9% of them were bought in shopping malls or supermarkets, and 6.7% were bought by friends or classmates. This reminds the color zone to seize this information and take advantage of the channel advantages of specialty store sales. First of all, it should let the desire buyers know the location of the color area specialty store, so that they can have a clear aim when buying cosmetics.

Even if they don't plan to buy, if they can easily find the location of specialty stores during shopping, and with the help of previous publicity impressions, it will be easier to arouse their desire to buy and produce buying behavior.

In the choice of store location, students can consider the route of walking around the streets. On this issue, most people choose KFC to go to Bai Zhu Street, while few people go shopping in Regal Street and Hexi. Although many people go shopping in Nanmen, opening a shop there will directly affect the brand image, because the environment there is noisy and chaotic.

Here's another one? Shopping influencer? When we visited some girls, we learned that boyfriend and girlfriend have a great influence on her, and there are often decisive factors. Therefore, in the publicity activities, boys can't be ignored. Boys are also a reserve force in the cosmetics market and can't be ignored.

Almost all the interviewees think that quality is the most important. At present, the brand difference of cosmetics has been narrowing day by day. In today's increasingly homogeneous, there is not much difference in quality between brands. Consumers can only distinguish by brand when buying, although many people say: they don't care about brand, only look at quality. After using it, the effect is good and the brand naturally forms ...? But this is only a superficial meaning, and it is not a subconscious conclusion that decides to buy. We shouldn't be confused by it. In fact, even if an unheard-of brand is of good quality, does she dare to use it easily? I dare not buy it. Did she have a chance to evaluate the effect? Besides, the two brands face choices at the same time. No one will give up a well-known brand and choose to buy a general brand. In addition, cosmetics, especially make-up, are generally considered to be likely to irritate and harm the skin. Now some cautious students and consumers avoid using other kinds of cosmetics besides skin care products. Be sure to emphasize quality first, which is reassuring. Second, the analysis of the survey results gives marketing suggestions:

Students are not impressed by the color area. Therefore, to enter the market of engineering colleges, we suggest that it be divided into three stages: the first stage is image publicity. The second is the image maintenance stage. The third stage is induced purchase. Specifically, it is to let consumers hear about the brand first, then let them know, and finally let them buy.

In the early stage, I talked about focusing on the school of packaging design, then driving other liberal arts majors, and finally the whole student market. Therefore, we can carry out a series of targeted activities according to the professional characteristics, such as pop poster design competition, color zone logo collection competition and so on. Take the poster design contest as an example, there are two advantages. First, encourage students and consumers to actively participate in activities to achieve the purpose of publicity. The second is to use the entries to influence other students. After the award is awarded, the school will hold another exhibition of the winning works. In the future publicity, such works can be posted, which can save the cost of making posters. The posters made by students are closer to the students' consumers in aesthetics and more easily accepted by them.

After a series of activities, it will enter the brand maintenance stage. During this period, students have had a preliminary impression on the brand of color zone, and this impression will deepen in the maintenance stage. We suggest holding a lecture on cosmetics knowledge at school once a week. In the previous analysis, we also talked about that the biggest problem among students is the lack of knowledge about the use of cosmetics, which makes many students and consumers afraid to use it. At the same time of lectures, we should always set up publicity spots on campus, display product samples at the publicity spots, explain on the spot, make up on the spot, and post printed materials at the publicity spots. Color zone? Billboards introducing brands.

The last stage is the induced purchase stage, which directly reflects the benefits. We should give enough reasons for consumers to buy. According to the analysis of the questionnaire, we know that the psychology of being greedy for petty gain is widespread among students, so we can adopt the propaganda means of distributing samples at home in the promotion activities. Distributing samples is not limited to the cosmetics themselves. Considering the high cost of cosmetics, we can give away some cosmetics, such as simple eyelash curlers, small mirrors, cosmetic boxes, cosmetic bags and so on. These are printed on these gifts. Color zone? This logo has given consumers real benefits. It is also necessary to carry out regular promotion activities in schools. We suggest setting up a sales point in the school supermarket, so that students can easily buy products without leaving home.

Are you online? Among shopping influencers? We also need to spend some time. In the analysis, we talked about the important role of male and female friends in the purchase decision, and reminded us not to forget the male dormitory when distributing leaflets or gifts, and encouraged them to give gifts to their girlfriends or good friends in the publicity process. In the process of marketing, we should let consumers actively participate, and we should encourage students and consumers to actively participate in publicity and promotion activities.

Besides, for senior students, we must strive for opportunities. Senior students have the greatest demand for makeup, but their shopping psychology is close to maturity and their shopping habits have been finalized. It's hard to impress them with general publicity. At this time, it is necessary to grasp the shopping psychology of student consumers. For example, when senior students are about to leave school to apply for a job, they will hold a job-hunting experience exchange meeting at school and invite some personnel managers of employers. And some graduates talked about the importance of cosmetics to job hunting, and asked makeup artists to talk about matters that should be paid attention to in job hunting from a professional point of view, encouraging consumers to try it on the spot and create a desire to buy.

Third, the conclusion

On the whole, the cosmetic market of Polytechnic Institute has an optimistic prospect, and the color zone should seize the spring and autumn sales seasons to make efforts in publicity and promotion activities. The immature consumption view of student consumers means greater business opportunities, depending on how we induce them. In actual publicity, we should strengthen their purchase decision. The first step is the key. Once student consumers form brand loyalty, it is difficult to change it in a short time.

There are 10 thousand teachers and students in the institute of technology. Assuming that one third of people consume cosmetics in 50 yuan every year, there will be a profit of more than150,000 yuan every year, and there are other universities in Zhuzhou. The whole student market has huge capacity and huge business opportunities.

In addition, due to the wide coverage of this survey (involving more than 75% of girls' dormitories), a benign publicity campaign was completed to some extent. Generally speaking, it has made a good start and laid a solid foundation for future publicity activities!