Market research report

Market research report. In the workplace, when we want to implement a plan, we can do a market survey first, so as to understand what this group always needs. Then I'll show you the relevant contents of the market research report in detail.

Market research report 1 1. Basic information of supermarkets in e-mart.

E-mart Supermarket, a large supermarket chain under the New World Group, is ready to expand rapidly in China. According to the information provided by the relevant person in charge of e-mart, New World Group is the largest commercial circulation group in South Korea, which owns department stores and large-scale general supermarkets. At present, e-mart Supermarket has 70 stores in Korea, accounting for 32% of the Korean market. In the local market, the number of stores and sales exceed the sum of Wal-Mart and Carrefour.

19__, New World opened the first e-mart supermarket in China. At present, it has opened five branches in e-mart. According to Cao Tie, deputy general manager of Tianjin e-mart, New World plans to open 25 branches in China in the near future, aiming at Shanghai, Tianjin, Beijing and other big cities to form a nationwide store network. It is reported that e-mart will invest at least 500 million US dollars to lay out the China market. As the largest commercial circulation group in Korea, Korea New World Group chose to cooperate in chain retail business in China. At present, its main partners are Shanghai Jiubai and Tianjin TEDA.

Second, the investigation background

(a) the object of investigation

The survey targets residents and migrant workers around e-mart, Kunshan City. This survey randomly selected 45 people for investigation.

(ii) Purpose of the investigation

This survey is mainly based on the following two purposes: First, OCT people have a general attitude towards e-mart's products and services.

Physical survey, the second is to try to interpret the demands of the masses for supermarkets and the feelings they want to get when they buy things through the survey of consumers in e-mart.

Third, the questionnaire recovery situation

This questionnaire survey aims at the local satisfaction of Huaqiao e-mart Supermarket in Kunshan City, and reflects e-mart's position in the public's mind through detailed data. The content involves: consumers' satisfaction with product quality, cashier speed, product price and brand type; Consumers' attitude towards shopping mall service and evaluation of shopping mall promotion activities; Comparison between shopping centers and shopping centers in consumers' minds: the concept of shopping centers in consumers' minds. This survey adopts the method of "random sampling" to select consumers. The survey collected 100 questionnaires. Among them, 45 questionnaires were valid and 55 were invalid, with an effective rate of 45%. Random sampling survey and second-hand data were used to collect and analyze.

The questionnaire was distributed on 201211kloc-0/4 (completed on the same day), and distributed randomly in residential areas, supermarkets and roads. In the valid questionnaire, the occupation type is:

There are 8 service personnel, 6 self-employed, 2 workers, civil servants 1 person, 5 retirees, 2 farmers, migrant workers 1 person, 8 others, 2 cultural, educational and health personnel and 8 students.

The ratio of boys to girls is about 6: 4. (Gender and occupational category are calculated by questionnaire questions 1 and 2)

Four. Environmental Analysis of Kunshan e-mart

E-mart Huaqiao Store is located at No.269, Greenland Avenue, huaqiao town, Kunshan City. It is the first store outside Shanghai in East China of e-mart. E-mart Huaqiao Store has 220 employees, 248 suppliers' promoters and 95 outsourcing technicians, with strong service ability. The shopping mall covers two floors, with a business area of 4078 square meters on the first floor, mainly engaged in daily necessities, including cosmetics, men's and women's clothes, children's clothes, bedding, stationery toys, auto parts, home appliances, mobile phones, kitchens, toiletries and other necessities; The second floor has a business area of 5280 square meters, mainly engaged in food, including fresh goods, snack food, condiments, imported food and other rich commodity varieties. Due to the background of Korean investors in e-mart, the store also specially organized popular Korean specialty foods to meet the needs of customers.

For the convenience of the surrounding residents, e-mart specially designed the 10 free shuttle bus in Shanghai and huaqiao town around Huaqiao, including Baihe Zhaotun Line, Anting Ring Line, Anting Outer Ring Line, Huang Du Line and Huaxin Line in Shanghai. Langpeng line, Huaqiao ring line, Greenland 2 1 city ring line, Lujia line, Qiandeng line and Shipu line in Huaqiao area.

Verb (abbreviation for verb) Consumer satisfaction with supermarkets in e-mart.

(A) the satisfaction of commodity quality

If consumers' satisfaction with quality is divided into five grades (1, 2,3,4,5 is the highest, 1 the lowest), of which 4% is at 1 grade, 13% is at grade 2, 45% is at grade 3, and 20% is at grade 4.

(B) brand satisfaction

In terms of brand, the performance of e-mart supermarket in e-mart compared with other supermarkets in this city is shown in Figure 2: 13% very satisfied, 33% satisfied, 50% average and 45% dissatisfied.

(3) Satisfaction with the price

52% people think the price is acceptable, 33% people think the price is high, 1 1% people think the price is reasonable, and 4% people think the price is unacceptable.

(D) Service attitude of supermarket employees in e-mart

52% of consumers think that employees' service attitude is good, 3 1% of customers think that employees' service attitude is average, 13%. Customers think that employees' service attitude is excellent, and 4% customers think that employees' service attitude is not good.

(5) Satisfaction with the checkout efficiency.

66% customers think that the checkout efficiency is high, 7% customers think that the checkout efficiency is low, 20% customers think that the checkout efficiency is average, and 7% customers think that the checkout efficiency is low.

(6) What needs to be improved in terms of free transportation?

22% people think that air routes should be increased, 13% people think that flight attendants should be increased, 16% people think that the frequency should be increased, 7% people think that the interior environment should be improved, and 42% people don't care.

Conclusion: Consumers are relatively satisfied with the overall satisfaction of e-mart.

Market research report 2 I. Market research

At present, sofas on the market are mainly divided into four types according to materials: wood, leather, cloth and their combinations. The wooden sofa is made of all kinds of wood directly, and the cushion and backrest are not decorated with fabric, which is practical and environmentally friendly. However, the logs are stiff and the comfort is not strong, so it is difficult to meet the comfort requirements of modern sofas without humanized design.

At present, the high-end brand sofas on the market mainly include sole proprietorship furniture, royal furniture, Bao Fude in Hong Kong, Qi Le in Hong Kong and IKEA furniture. , mainly based on the overall home layout and sofa collocation, as well as Chivas who specialize in sofa; Mid-range brands include Gith, Ximengbao, Century Bosen, Innovixen and Chengdu South. And low-end brands are.

I. Overview of XX sofa market:

At present, the sales of XX sofas are mainly concentrated in Ginza Home, Fuya Home, Eurasia Mall, East Asia Mall, Qinghe Furniture, Guo Mao Furniture and Eryin Furniture City on XX Street. In terms of products and brand grades, Ginza Home and Fuya Home belong to the base areas of high-end brands, while East Asia Mall, Qinghe Furniture, Guo Mao Furniture and Eryin Furniture have gathered middle and low-end sofa brands all over the world. From the perspective of commercial positioning, each shopping mall has its own differentiated positioning, and the specialty stores of well-known brands and high-end goods are concentrated in Fuya and Ginza Furniture City; Mid-range and some professional markets are mostly concentrated in East Asia Furniture City; The wholesale business of low-grade goods is concentrated in XX and XX furniture cities, while Europe and Asia take the road of specialized office furniture, which complements the Ginza home of the same owner and impacts other furniture malls.

Sofas on the market are mainly divided into leather, fabric and the combination of the two according to the material. At present, the high-end brands of sofas in XX sofa market mainly include sole proprietorship furniture, royal furniture, Bao Fude in Hong Kong, Qi Le in Hong Kong and IKEA furniture. And chihuahuas who specialize in sofas. Mid-range brands include Gith, Ximengbao, Century Bosen, Innovixen and Chengdu South. And low-end brands gather some small brands from XX and other counties, such as XXXX and XXXX.

Third, consumer surveys:

1. Description of consumer segmentation characteristics I (low, medium and high grade):

A Ordinary people and ordinary wage earners are the main consumer groups with low levels and low prices. Their requirements are: concise, practical and modern; More functions, in order to make full use of the limited living space; I want high-grade design and style, but the price is low, so I can feel the value for money psychologically. This kind of consumer group is still dominated by miscellaneous brands, because they are good at plagiarism and imitation, while the original and design research and development are poor. Therefore, they use their own cost advantages to attract a large number of middle and lower consumer groups.

B Middle-and high-level consumer groups, including managers of enterprises and institutions, and urban "white" people (white-collar workers, backbones and elites). They have a successful career, independent thinking and obvious personality pursuit. Pay more attention to the cost performance, design style, material and brand positioning of furniture. There are many manufacturers in this part, and they each meet the needs of consumers who pursue different styles with their own original designs and technology research and development for target consumers.

C the high-level group of urban upstarts or rich people. These people are at the top of the consumption pyramid. There are usually villas or spacious and luxurious houses. The first requirement for furniture is that the brand should match its social or economic status, and usually choose international brands or well-known brands.

2. Description of consumer segmentation features II (office and home):

A The consumer groups of office sofas are mainly those whose economic level is in the middle and high level. The buying group is also located in this group. If the economy is good, well-known brands will generally be chosen because of the needs of corporate image or personal preferences and the importance of brands. Economically choose mid-range brands, which not only takes into account the image, but also saves money.

B: The consumer groups of home sofas are very wide, covering almost all consumers who are married or close to getting married. For personal use, they choose very carefully, not only paying attention to quality, but also paying attention to matching with indoor style. Due to different economic conditions, the brand grades chosen are also different.

3. The main factors influencing consumers to buy sofas:

Five people were interviewed and summarized as follows:

Consumer selection criteria-pollution-free, tasteless, comfortable, reasonable in style and affordable.

High consumption-big brand

Low consumption-comfortable and cheap.

Existing sofa brands-South, Taixin and Jinan local fabric sofas.

It is considered that the better sofa brands are Chivas Regal, Emgrand Furniture, sole proprietorship furniture and some Hong Kong brands.

Fourth, the future development trend of sofa products:

Through interviews and finding second-hand materials, there are three major trends:

A product design and development: striving for innovation, international integration, simplicity and comfort has become the theme of people's relaxed life in the city;

B product use: strive for convenient handling, reduce service life, color and fashion furniture are welcomed by more and more people;

Brand C: With the increasingly subdivided products, sofa brands are also developing in polarization. Well-known brands pay more attention to the construction and promotion of their own brands, while some mid-range brands are eliminated in the competition, while those famous brands and small brands still use their own cost, price and geographical advantages to occupy the middle and low-end consumption areas.

Market research report 3 cigarette market research report

In order to accurately grasp the social inventory, grasp the market dynamics, understand the real market demand, collect customers' opinions and suggestions on the cigarette delivery of the Municipal Bureau, and better cultivate the national key cigarette brands; At the same time, it summarizes the advantages and disadvantages of the county cigarette sales market during the "two festivals" this year, and accumulates experience for future work, so as to optimize the cigarette sales market and improve the cigarette sales level and customer profitability. The marketing department of Pianguan County, Shanxi Province sells cigarettes to retailers within its jurisdiction according to the requirements of the Municipal Bureau.

Structure, brand and inventory were investigated.

A, cigarette sales analysis

1 and February, Pianguan County * * * sold 1027 and 792 cases respectively, up by 10 and 15% respectively, of which 78,644 cases and 5752 cases of Class I and Class II cigarettes were sold respectively, up by 60,650% respectively. The third and fourth types of cigarettes have the largest sales volume, accounting for nearly 73% and 4% of the total sales volume in February and June respectively, with 2 13976 boxes and 540 156 boxes, respectively, increasing by 15.82% and 12.55% year-on-year. Only five types of cigarettes decreased compared with the same period of last year, with sales volume of 189 and 264 boxes respectively, down 13 and 22% year-on-year. The average price of bars rose from 54 in 28 yuan to 62 in 82 yuan last year, increasing by 65,438+05 and 73%. This gratifying achievement, both in sales volume and average price, has made a good start for the coming year of 20 10.

The social inventory survey of all retail customers in Pianguan County shows that the social inventory at the end of February was 80 and 53 boxes respectively, of which the inventory was mainly concentrated in four types of cigarettes, 46 and 35 boxes respectively, accounting for 57 and 56% of the total inventory. The inventory of Class I and Class II cigarettes is relatively small, with 5,54 boxes and 0,26 boxes respectively, accounting for 6,8% and 0,32% of the total inventory. Third-class cigarettes 15 and 25 boxes, accounting for 18 and 94%. Five kinds of cigarettes 13 and 13 boxes, accounting for 16 and 30%. The average number of households is 57 and 36 respectively. Judging from the inventory quantity of various formats, because Pianguan County is dominated by grocery stores, grocery stores account for the vast majority of social inventory, accounting for 7 1 and 99 boxes respectively, accounting for 89 and 40% of the total inventory respectively. The inventory of other retailers from high to low is tobacco hotels, others, supermarkets, convenience stores, entertainment services and shopping malls.

The survey results show that Pianguan County got off to a good start on June and February 20th, and the total sales volume increased from 933 and 108 cases in 2009 to 1027 and 792 cases. Judging from the structure of selling cigarettes, it is mainly concentrated in the third and fourth categories of cigarettes. Compared with the same period of last year, the first and second types of cigarettes have greatly increased, and the growth of the third and fourth types of cigarettes has also exceeded 10%. Only five types of cigarettes decreased 13 and 22%. There are two reasons for this result:

1. With the continuous economic growth in China, people's living standards have gradually improved, and consumers' demand for cigarettes has also gradually increased. Therefore, the first and second types of cigarettes have increased substantially, the third and fourth types of cigarettes have increased by more than 10%, and only five types of cigarettes have decreased in sales.

2. In order to cultivate the national key cigarette brands, the difference in the amount of cigarettes invested by the Municipal Bureau for each brand also caused the above phenomenon.

From the perspective of social inventory, Pianguan County's social inventory is mainly concentrated in the third and fourth categories of cigarettes, accounting for more than 75% of the total inventory. The main reason for this result is that customers don't know enough about consumers' demand for cigarettes. During the "two festivals" period, consumers' consumption level of cigarettes has been greatly improved compared with previous years. For young consumers, most of them choose "Furong Wang", "Yun Yan (Fu)" and "Yun Yan (Zi)" as holiday cigarettes, and those older consumers who are used to consuming four types of cigarettes also improve their grades during the holiday period, resulting in the above phenomenon.

The five brands with large social stocks are Furong Wang, Yunyan, Hongqi Canal, Hongjinlong and Lushan. The main reason is that these five brands of cigarettes are usually best-selling brands in the market, and during the "two festivals" period, customers' demand forecast for these types of cigarettes is too large, resulting in a lot of inventory. The largest inventory customers are mainly grocery stores, which is mainly because the format type of Pianguan County is mainly grocery stores. As can be seen from the sales data, the cigarette sales of customers in Laoying and Shuiquan areas in the jurisdiction fluctuated obviously, and the number of customers changed from small and medium-sized customers to large and medium-sized customers. The range is obvious, and the purchase of cigarettes has increased significantly.

Second, the customer satisfaction survey

After investigation, customers are highly satisfied with tobacco companies' services, mainly including supply satisfaction, "four staff" service satisfaction, complaint handling results satisfaction and customer profit scenario satisfaction.

According to the requirements of the Municipal Bureau, the account manager conducts a customer satisfaction survey once a month in the jurisdiction, and the comprehensive evaluation of the satisfaction of retail households in the jurisdiction is 98,465,438+0%. Among them, customers are most satisfied with the thoughtful delivery service of remote customers, and delivery personnel can deliver the goods to customers in time; The most dissatisfied is that some remote rural customers are not satisfied with electronic settlement.

Three. Problems and suggestions in current sales work

At present, there is a necessary gap between the completion of sales volume and the cultivation of brands. The main reason is that there are more and more migrant workers, and the demand before the holiday is strong, resulting in bleak business after the holiday.

In view of these situations, we should use the "brand effect" to increase brand publicity, improve brand awareness, and let consumers further understand the advantages and highlights of the brand.

Combined with this situation, the author thinks that the measures taken by the local government to stimulate domestic demand (such as building expressway, rebuilding the airport and large-scale projects to be started soon) and the influence of industry policy orientation on cigarette sales should be analyzed, and the future sales prospects should be predicted and analyzed according to relevant scenarios.