Market research report sample

Marketing Survey Report on the Food Consumption Situation of ×× City Residents' Households

In order to gain an in-depth understanding of the consumption situation of this city's residents' households in the alcohol market and catering market, this survey was specially conducted. . The survey was undertaken by a university in this city. The survey period was from July to August 2001. The survey method was a questionnaire interview survey. The total number of samples selected for this survey was 2,000 households. After the completion of each investigation, the university summarized the investigation content, and its investigation report is as follows:

1. Basic information of the investigation objects

(1) Sample classification. Among the effective sample households, there are 320 households of workers, accounting for 18.2% of the total; 130 households of farmers, accounting for 7.4% of the total; 200 households of teachers, accounting for 11.4% of the total; 190 households of government cadres, accounting for 10.8% of the total; and 220 households of self-employed households. , accounting for 12.5% ??of the total; 150 managers, accounting for 8.52% of the total; 50 scientific researchers, accounting for 2.84% of the total; 90 unemployed households, accounting for 5.1% of the total; 20 doctors, accounting for 1.14% of the total; others 260 households, accounting for 14.77% of the total.

(2) Family income. The results of this survey show that from the perspective of the city's overall consumption level, a considerable number of residents have not yet reached a well-off level. Most of the per capita income is around 1,000 yuan. Only about 2.3% of the consumers in the sample have an income of more than 2,000 yuan. . Therefore, it can be initially concluded that the overall consumption level in this city is low, and merchants should be particularly cautious when setting prices.

2. Marketing Survey Report - Special Survey Section

(1) Consumption of Alcoholic Products

1. White wine is consumed more than red wine. Analyzing the reasons, firstly, in addition to customers’ own consumption, white wine is mostly used as gifts, while red wine is mainly used for personal consumption; secondly, merchants’ advertisements are mostly for white wine, while there are very few advertisements for red wine. This directly results in the market for white wine being larger than the market for red wine.

2. Liquor consumption is diversified.

(1) From the perspective of the purpose of buying liquor, about 52.84% of consumers use it for their own consumption, about 27.84% of consumers buy it as gifts, and the rest are very random consumers.

For consumers who buy wine for their own consumption, most of the prices are below 20 yuan, of which about 26.7% are below 10 yuan, and 22.73% are between 10 and 20 yuan. In terms of brands, Daohuaxiang, Yanghe and Tanggou wines are relatively promising, especially Tanggou wine, which accounts for about 18.75%. This may be related to consumers' local sentiment. Judging from the consumption of red wine, most prices are concentrated between 10 and 20 yuan, of which 10.23% are below 10 yuan. The higher the price level, the lower the purchasing power. In terms of brands, Huaguoshan, Changyu and Hawthorn wines are the main ones.

Most of the liquor purchased by gift givers is priced between 80 and 150 yuan (about 28.4%), and about 15.34% of consumers choose more than 150 yuan. In this way, manufacturers have a basis for their pricing and packaging strategies. Pricing must be reasonable and good packaging must be available to increase sales. From the perspective of brand choice, about 21.59% of consumers choose Wuliangye, and 10.795% of consumers choose Moutai. In addition, a survey on red wine shows that about 10.2% of consumers choose the price range of 40 to 80 yuan, and 80 yuan. The above is about 5.11%. In short, judging from the above consumption situation, consumers' consumption level basically determines the size of the alcohol market.

(2) The purchasing factors are relatively clear. Survey data shows that the factors that consumers pay attention to are price, brand, quality, packaging, advertising, and alcohol content. From this, we can draw the conclusion that the manufacturer’s products are reasonable. Pricing is very important, as is creating a famous brand, pursuing quality, clever packaging, and good advertising.

(3) The customer loyalty survey shows that consumers who frequently change brands account for 32.95% of the total number of samples, those who change brands occasionally account for 43.75%, and those who like new brands of wine account for 32.39% of the total number of samples. %, 52.27% hold an indifferent attitude, and 3.4% expressly express their dislike. It can be seen that once a brand is formed in the minds of consumers, it is difficult to change. Therefore, manufacturers should work hard to establish a corporate image and strive to create a famous brand, which is very important for the development of the enterprise.

(4) Motivation analysis.

Mainly lies in the consumer's own choice, followed by advertising, then introduction by relatives and friends, and finally the recommendation by salesperson. It is not difficult to find that how to attract consumers' attention is the key for enterprises

How to do good advertising and how to establish consumers' reputation will directly affect the scale of the alcohol market. For merchants, the quality of salespersons should also be paid attention to, because it has a certain impact on the sales of alcoholic products.

(2) Consumption of dietary products.

This survey is mainly conducted on some food consumption places and the food that consumers prefer. The survey shows that consumption has the following important characteristics:

1. Consumers think it is the best The hotel is not the best choice, and the most frequented hotel is often not the best hotel. Most of the hotels most frequented by consumers are mid-range, which is in line with the consumption level of residents in this city. Now there will be The comparison of the major hotels is as follows:

Taifu Hotel is the most optimistic, with about 31.82% of consumers choosing it, followed by Wanghailou and Mingzhu Hotel, both with 10.23%, and then Jin Flower Hotel. During the investigation, we found that although the Yuntian Hotel is relatively good, due to the special nature of this hotel, it can only be used when holding large-scale meetings, or only VIPs or government dignitaries can enter. Therefore, many ordinary consumers were surveyed in the survey. Shaohui chooses Yuntian Hotel.

2. Consumers mostly choose to shop around their work or residence, which has certain regional characteristics. Although there is a lot of randomness in the selection of hotels, it is not absolutely the case. For example, Great Wall Restaurant and Huaiyang Restaurant also have certain patronage from long-distance consumers.

3. Consumers pursue fashionable consumption, such as hand-caught lobster, sweet and sour pork ribs, sweet and sour pork loin, and Kung Pao chicken. In particular, hand-caught lobster accounts for about 10% of the total number of survey samples. 26.14%, occupying the catering market with an absolute advantage.

4. In recent years, seafood and hot pot have become two highlights of the public catering market. The market potential is huge and the current consumption is also huge. The survey shows that 60.8% of the total sample said they like seafood, and about 51.14% like hot pot. In the survey on seasons, about 81.83% like to eat hot pot in summer, and about 36.93% in winter. Hot pot is not only There is a big market in winter, and there is also great market potential in summer. At present, hot pot restaurants and seafood restaurants in this city are scattered all over the streets, forming a major landscape and feature for residents' consumption.