Analysis report on the dietary consumption demand of urban households

In order to deeply understand the consumption situation of urban households in the alcohol market and catering market, this survey is conducted. The survey was undertaken by a university in this city from July to August, 2111. The survey method was questionnaire interview, and the total number of samples selected in this survey was 2111. After the investigation, the university will summarize the contents of the investigation, and its investigation report is as follows:

1. Basic information of the respondents

(1) Sample category. Among the valid sample households, there are 321 workers, accounting for 18.2% of the total; 131 farmers, accounting for 7.4% of the total; 211 teachers, accounting for 11.4% of the total; There are 191 government cadres, accounting for 11.8% of the total; 221 self-employed households, accounting for 12.5% of the total; 151 managers, accounting for 8.52% of the total; 51 scientific researchers, accounting for 2.84% of the total; There are 91 households waiting for employment, accounting for 5.1% of the total; 21 doctors, accounting for 1.14% of the total; Other 261 households, accounting for 14.77% of the total.

(2) family income. The results of this survey show that from the overall consumption level of this city, a considerable number of residents are still not well-off, most of them have a per capita income of around 1,111 yuan, and only about 2.3% of consumers in the sample have an income of more than 2,111 yuan. Therefore, a preliminary conclusion can be drawn that the overall consumption level of this city is low, and merchants should be particularly cautious when pricing.

2. Special investigation

(1) Consumption of alcoholic products

1. The consumption of white wine is larger than that of red wine. The reasons are as follows: firstly, besides customers' own consumption, white wine is more used for gifts, while red wine is mainly used for their own consumption; Second, most of the advertisements made by merchants are liquor advertisements, and there are few advertisements for red wine. This directly leads to the market of liquor being larger than that of red wine.

2. The consumption of liquor is diversified.

(1) According to the purpose of buying liquor, about 52.84% consumers use it for their own consumption, about 27.84% consumers use it as a gift, and the rest are random consumers.

The prices of consumers who buy wine for their own consumption are mostly below that of 21 yuan, of which about 26.7% are below RMB 11, and 22.73% are from 21 yuan. From the brand point of view, Daohuaxiang, Yanghe and Tanggou wines are relatively optimistic, especially Tanggou wines, accounting for about 18.75%, which may be related to consumers' local complex. Judging from the consumption of red wine, most of the prices are concentrated between 11 and 21 yuan, among which, those below 11 yuan account for 11.23%. The higher the price grade, the lower the purchasing power. As far as brands are concerned, Huaguoshan, Changyu and hawthorn wine are the main brands.

the price of liquor purchased by the giver is mostly between 81 and 151 yuan (about 28.4%), and about 15.34% of consumers choose more than 151 yuan. In this way, manufacturers' pricing and packaging strategies have a basis, and only reasonable pricing and good packaging can increase sales. From the perspective of brand selection, about 21.59% consumers choose Wuliangye, and 11.795% consumers choose Maotai. In addition, the survey of red wine shows that about 11.2% consumers choose the price of 41 ~ 81 yuan, and about 5.11% choose the price above 81 yuan. In short, from the above consumption situation, the consumption level of consumers basically determines the scale of the liquor market.

(2) The purchase factors are quite distinct. According to the survey data, the factors that consumers pay attention to are price, brand, quality, packaging, advertising and alcohol content in turn, so it can be concluded that the reasonable pricing of manufacturers is very important, and it is also important to create famous brands, seek quality, package skillfully and advertise well.

(3) The customer loyalty survey shows that consumers who change brands frequently account for 32.95% of the total sample, while those who change brands occasionally account for 43.75%; those who like new brands of wine account for 32.39% of the total sample, those who don't care about them account for 52.27%, and those who explicitly say they don't like them account for 3.4%. It can be seen that once a brand is formed in the minds of consumers, it is difficult to change. Therefore, manufacturers should make great efforts to establish corporate image and strive for famous brands, which is very important for the development of enterprises.

(4) motivation analysis. Mainly lies in the consumer's own choice, followed by advertising, then the introduction of relatives and friends, and finally the recommendation of the salesperson. It is not difficult to find that how to attract consumers' attention is the key for enterprises. How to do a good job in advertising and how to establish consumers' reputation will directly affect the scale of the liquor market. For businesses, the quality of salespeople should also be taken seriously, because it has a certain influence on the sales of alcoholic products.

(2) the consumption of food and beverage products.

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

1. Consumers think that the best hotel is not the best choice, and the hotels they often go to are often not the best hotels. Most of the hotels that consumers often go to are mid-range, which is suitable for the consumption level of residents in this city. The comparison of several major hotels is as follows:

Taifu Hotel is the most popular hotel, with about 31.82% consumers choosing it, followed by Wanghailou and Mingzhu Hotel, both with 11.23%, and then Jinhua Hotel. In the survey, we found that Yuntian Hotel is relatively good, but due to the particularity of this hotel, it can only be used for holding large-scale meetings, or it can only be entered by VIPs and government dignitaries, so the respondents who are ordinary consumers in the survey rarely choose Yuntian Hotel.

2. Most consumers choose to live around their own work or residence, which is regional. Although there is a lot of randomness in the choice of hotels, it is not absolutely so. For example, Great Wall Restaurant and Huaiyang Restaurant also have some long-distance customers.

3. Consumers pursue fashion consumption, such as catching lobsters, sweet and sour spareribs, sweet and sour tenderloin and diced chicken with kung pao, especially hand-caught lobsters, which account for about 26.14% of the total sample, occupying the catering market with absolute advantage.

4. In recent years, seafood and hot pot have become two bright spots in the citizens' food market, with great market potential and great consumption at present. The survey shows that 61.8% of the samples like seafood and 51.14% like hot pot. In the seasonal survey, 81.83% like to eat hot pot in summer and 36.93% in winter. Hot pot not only has a great market in winter, but also has great market potential in summer. At present, hot pot restaurants and seafood restaurants in this city are all over the streets, forming a major landscape and feature of residents' consumption.

III. Conclusions and suggestions

(1) Conclusion

1. The consumption level of residents in this city is not too high, which belongs to the medium consumption level, with an average income of about 1,111 yuan, and quite a few residents have not yet reached the well-off level.

2. Residents mainly use alcohol products for their own consumption, and most of them are white wine, while the consumption of red wine is relatively small. The brands of alcohol products used for personal consumption, whether white wine or red wine, are mainly hometown wine.

3. When buying wine, consumers pay more attention to the price, quality, packaging and publicity of wine, and quite a few consumers hold an indifferent attitude. Have a high awareness of the new brand of wine.

4. The consumption of hotels is mainly concentrated in the mid-range consumption level. The consumption potential of hot pot and seafood is great, and there is already a considerable consumption market.

(2) Suggestions

1. Merchants should formulate corresponding marketing strategies according to market changes when organizing goods.

2. In the case that consumers choose more local wines, the government and merchants should take active measures to guide consumers' consumption and realize a virtuous circle of urban consumption.

3. As the consumption of seafood and hot pot increases, the management of urbanization is chaotic. The government should strengthen management, scientifically guide the market and promote the construction of urban civilization.

a market survey report is a written report that describes and reflects the market survey results and puts forward the author's views and opinions on the basis of analyzing, sorting and processing the data obtained from the survey.

Market research report is the final result of market research, and it is also the most important part in the process of market research. Many managers are not necessarily involved in the market research process, but they will use the survey report to make business decisions. A good investigation report can provide effective guidance for the marketing planning activities of enterprises, and at the same time, it can play a positive role for managers of various departments to understand the situation, analyze problems, make decisions, make plans, and control, coordinate and supervise. If the survey report is badly written, even the best survey data will be eclipsed, and may even lead to the failure of market activities.