How to do market research in the early stage of catering business

Market research and analysis

(1) Make clear the investigation questions

Before starting the investigation, investigators must make clear what the investigation questions are and what the purpose requirements are. We should work out what we need to know according to the objects to be investigated, and then set the objectives of the investigation so that the investigation can be carried out reasonably.

(2) Preliminary situation analysis

After the investigation target is determined, there are often many complicated problems, so these problems need to be reduced. By deleting some information that can be understood immediately (such as the geographical location of competitive stores), the scope of the investigation can be narrowed.

(3) Conduct a formal investigation

When you have the primary data, you should visit experts to get information from people who are proficient in this issue and understand users' opinions. Make an investigation plan, which includes what information to investigate, who will investigate the plan, what method to investigate, where to investigate, when to investigate, whether to investigate once or many times, questionnaire design, etc.

(4) data collation and analysis

when the data is collected, it should be edited and collated to check whether there is any error in the survey data. Errors may be statistical errors, improper design of inquiry conflicts, editing by interviewers, and questions answered by interviewees. When sorting out the data, we should get rid of the wrong information, then classify and count the remaining data, and finally draw a conclusion. By analyzing the data, we can decide whether to open a shop, where to open a shop, when to open a shop, etc.

the above four steps are brief and general. If there are any special circumstances in the investigation, you can repeat or add some steps, as long as the named investigation procedure is completed in an orderly manner.

in the investigation, we should also choose the correct investigation method. There are many methods of market field investigation, including inquiry, observation, experiment and interview investigation technology.

(1) Inquiry method

Inquiry method, also known as survey method, is also the most commonly used and basic survey method. Investigators know the market situation by asking the respondents.

1. Personal interview: The investigator obtains information through face-to-face conversation with the respondent.

2. Telephone interview: Get information from the respondents by telephone.

3. Ask by mail: Send the designed questionnaire to the respondents and ask them to answer it before sending it back, so as to collect information.

4. Indwelling inquiry: Give the questionnaire to the respondent, explain the filling method, leave the questionnaire, fill it out by himself, and then take it back on schedule to obtain information.

(2) How are competitors distributed

After deciding to open a store and finding several shops that meet the requirements, it is necessary to investigate the locations of competitors' shops, so as to decide which one is better.

the first thing to be investigated should be the distance between the competitive store and our store. If the competitors are strong and want to set up another portal, they should choose a place far away from the competitive stores; If you think you have enough strength to compete with competitive stores, you can open the store next to the competitive stores, so that customers can quickly understand the advantages of your products through comparison. Sometimes, competing stores can also effectively attract customers, so that customers can come to your store while patronizing competing stores.

secondly, investigate the store locations of competitive stores. Understand the geographical location of the competitive store and analyze why it can have more customers. Where one's own store should be opened can be decided by investigating the location of competing stores. Sometimes, through the investigation, we can know some living habits of people in this area, so as to decide the policy of opening their own stores.

(3) Competitor's products

Competitor's products are directly related to our products. Before opening a store, you must know the product structure, product types and product prices of competitive stores, so as to decide the product types that your store equipment should purchase. The investigation of products should start from many aspects, such as product categories, main commodities, auxiliary commodities and key commodities.

competitors, product categories and market share can decide what kind of clothing should be sold in their own stores. If the market share of competitive stores is high, we should avoid being too similar to the products of competitive stores, so it is not easy to open up sales. You can choose products with different grades, different types or products that have a joint effect with the goods you sell.

in the process of choosing a store address, make one? Business circle map? It's a good idea. The specific methods are as follows:

1. Investigate local sporting goods stores and mark their locations on the map. Look at their site selection characteristics, such as the radius of the surrounding crowded area, the total population, the distance from other similar enterprises, etc., and measure the radius of their exclusive market, that is, the scope of the business circle.

2. according to the map, mark the places you like.

3. around the selected place, draw your own business circle with compasses according to the previously measured business circle radius.

4. determine whether there are any competitors in the business circle, weigh their strengths, and then decide whether it is necessary to change the location.

5. Understand the population, demographic characteristics, purchasing power and other relevant information in the business circle to help you understand the customer base.

6. Draw a street or bus route that can walk to your store to find out whether customers can get there easily.

looking at such a map, you can see at a glance whether the address you have chosen is in a suitable business district.