Market research report on beverage products

Introduction: The market research report is based on the investigation and understanding of the objective and actual situation of a product in practice, analyzing and studying all the information and materials learned from the investigation, revealing the essence, finding out the law, summing up the experience, and finally stating it in writing. This is the research report. The following is my market research report on beverage products for reference.

1. Research background

Before the summer of 21xx, the domestic beverage market was filled with smoke, and people were overwhelmed by the variety of beverage products on the shelves. Some insiders said that with the advent of the online shopping era, the beverage industry will also face a reshuffle, and the market may be further monopolized. However, some marketing experts said that although the beverage market is currently wrapped by several major brand enterprises, the key to success or failure is how to find differentiation in marketing strategies and produce products that meet the needs of consumers.

Wahaha recently launched a personalized drink named "Little Chen chen", which is different from Wahaha's traditional drink in taste, positioning and promotion methods. The author saw the introduction of this product on the Internet, and it was also very personalized-the weight soared again? Working overtime again tonight? Traffic jam at work? Eating goods has no appetite? Online shopping encounters disconnection? Why is life always joking with me? My life pattern is always very hard! God has abused me thousands of times, and it is really hard for me to treat him like a first love. I believe everyone has encountered similar situations in their lives. Are you upset? In a hurry? Get angry? What the hell should we do? Chen chen Jr. tells you-life should be calm. In our spare time, our group conducted a questionnaire survey in the urban area, interviewed representative people, and conducted an online survey through the questionnaire network.

second, the purpose of the survey

understand the situation of consumers through questionnaires and understand the general situation of the market through analysis.

iii. respondents

national consumers

iv. survey contents

consumer's cognition of products, consumer's consumption situation, consumer's memory of products and promotion of products through games

v. survey methods

1. questionnaire-sampling survey

2. interview

vi.

21XX-5-21——21XX-5-28, make a questionnaire and distribute it;

21XX-5-28——21XX-5-29 make statistics on the survey results, and make a survey report, which is the Market Research Report of Beverage Products.

VII. Arrangement of investigators:

Sending and receiving questionnaires: all staff

Statistics: XX

Investigation and analysis: all staff

VIII. Questionnaire design and conclusion

151 questionnaires were distributed in this survey, and 132 were recovered.

Xiao Chen Chen Qingmei Chenpi Plant Beverage Questionnaire

Q1_ Your gender

According to the pie chart, we can see that the proportion of male and female in this survey is similar, including 42.42% male and 56.82% female. Q2_ Your age

As can be seen from the figure, most people in this survey are from 16 to 39 years old.

Q3_ Your occupation

Students and employees of enterprises/companies are the majority in this survey

Q4_ Will your spare pocket money be spent on food except the necessities of life

In this survey, 83.93% of the people will spend their spare pocket money on food, while the rest will not.

Q5_ Have you ever drunk Wahaha Little Chen chen (choose B, without answering Q6, Q8 and Q11. Choose something else to continue the answer)

In this survey, only about 21% of people have drunk Chen chen's drink, while about 61% have never drunk it, and about 11% don't remember whether they have drunk it. That is to say, there is a big beverage market in Little Chen chen, and few people know about this product now.

Q6_ Do you think Chen chen Jr. is your favorite drink?

In this survey, most people who don't remember whether they have drunk this drink think that Chen chen Jr. is not their favorite drink, while most people who have drunk this drink think that they like it.

Q7_ Do you think there is a product that is different from Wahaha's traditional drinks in terms of taste, positioning and promotion methods? Would you like to try it (choose B to stop answering)

According to the survey results, about 81% of people think that there is a product that is different from Wahaha's traditional drinks in terms of taste, positioning and promotion methods, so they are willing to try it, while others are unwilling.

Q8_ how did you know about this drink?

according to the analysis of the survey results, 41% of people spend money through Taobao, 25% through the introduction of friends, 11% through advertisements, and 15% in shops and supermarkets.

Q9_ If the weather is hot and you have no appetite, what kind of drink would you choose? Choose DF to continue the answer, and choose other to stop the answer

The data shows that about 53% people will choose whatever drinks they want when the weather is hot and you have no appetite, about 15% will choose the new product Xiao Chen chen, and others will choose other drinks. It can be seen that most people think it doesn't matter when consumers buy, so the product should be put in supermarkets, shops and other places where consumers can easily see a lot of traffic. Q11_ Do you know the prototype of Little Chen chen and the drink of Little Chen chen?

According to the survey, people who have drunk Chen chen Jr. are basically familiar with the prototype of Chen chen Jr. and Chen chen Jr., but most people who haven't drunk it don't understand it. It can be seen that Chen chen Jr. is a mystery to consumers and needs a lot of media to spread the information of Chen chen Jr.

Q11_ did you get a deep impression on the packaging of Chen chen's small drinks?

According to the survey, 21% of the people who have drunk Chen chen Jr. like the packaging of Chen chen Jr.' s drink, which is unforgettable at first sight, while 21% think it's average, and a few people don't like it. For those who don't remember whether they have drunk it, they think the packaging of Chen chen Jr.' s drink is forgotten.

Q12_ can you accept this form of online shopping in Chen chen?

According to the survey, about 53% people in Chen chen can't accept the form of online shopping, about 15% people can accept it, and about 31% people don't care. Obviously, Chen chen's online shopping makes consumers feel that this drink cannot be enjoyed in time and cannot be accepted. ;