Survey report is a work, an event, an issue, after an in-depth investigation, the investigation of the material collected to systematize, analyze and study, in written form to the organization and the leadership of the investigation of an instrument.
Survey report has the following characteristics:
(a) factual. Investigation report is based on the possession of a large number of real and historical information, with narrative language factual reflection of an objective matter. Fully understand the real situation and a comprehensive grasp of the real and reliable material is the basis for writing a good investigation report.
(ii) targeted. Investigation reports generally have a clearer intention, the relevant investigation and evidence are aimed at and around a comprehensive or thematic issues. Therefore, the investigation report reflects the problem of concentration and depth.
(3) logic. Investigation report can not be separated from the facts, but is not a mechanical pile of materials, but the verification of data and facts for rigorous logical argumentation, to explore the reasons for the development and change of things, predicting the trend of changes in the development of things, hints at the essence and regularity of things, to draw scientific conclusions.
Second, classification
The main types of investigation reports are as follows:
(a) Situation survey report. Is a more systematic reflection of the region, the unit's basic situation of a survey report. The square root of this investigation report is to clarify the situation for decision-makers.
(ii) typical experience survey report. Is through the analysis of typical examples, summarize the work of the new experience, so as to guide and promote a certain aspect of the work of a survey report.
(C) problem survey report. Is aimed at a certain aspect of the problem, a special investigation, to clarify the facts, to determine the cause and nature of the problem, to determine the harm caused, and put forward ways to solve the problem and recommendations for the final handling of the problem to provide a basis for other relevant parties to provide reference and reference to an investigation report.
Three, writing
Investigation report is generally composed of two parts of the title and body.
(a) title. The title can be written in two ways. One is the standardized title format, that is, "the subject of the issue" plus "type", the basic format is "× × on ×××× investigation report", "Investigation report on ××××", "×××× investigation" and so on. The other is a free-form title, including the statement type, the question type and the combination of the main and sub-title use of three kinds. Statements such as "Northeast Normal University master's degree graduates employment survey", questions such as "why college graduates tend to choose jobs in coastal and Beijing and Tianjin areas," the combination of the main title, the main title statement of the main conclusions of the investigation report or to raise the central issue, the subtitle of the object of the investigation, the scope of the investigation, the problem, which in fact resembles a "subject matter of the document This is actually similar to the "subject of the document" plus "type of document" standardized format, such as "the development of colleges and universities focuses on discipline construction - ×××× University of discipline construction practice reflections" and so on. As an official document, it is best to use the standardized title format or free-form in the combination of primary and secondary titles.
(ii) the body. The body is generally divided into three parts: the introduction, the main body, and the conclusion.
1. Preamble. There are several ways to write: the first is to write the cause or purpose of the investigation, time and place, the object or scope, through and methods, as well as the composition of the investigation of the survey itself, which leads to the central issue or the basic conclusions; the second is to write a survey of the object of the historical background, the general development of the process, the actual situation, the main achievements, the main issues, and so on the basic situation, which in turn puts forward the central issue or the main point of view to the third. Is to open the door, directly summarize the results of the survey, such as affirmation of practice, point out the problem, suggesting the impact, explain the center of the content and so on. Preamble plays the role of the eye-catching, to be concise and generalized, cut straight to the point.
2. main body. This is the most important part of the investigation report, this part of the investigation and research in detail, practice, experience, and analysis of the investigation and research materials derived from a variety of specific understanding, views and basic conclusions.
3. Conclusion. Conclusion of the writing method is also more, can put forward to solve the problem of methods, countermeasures or the next step to improve the work of the proposal; or to summarize the main points of the whole text, to further deepen the theme; or put forward the problem, triggering people to further think about it; or look forward to the future, to send out the encouragement and call.
Market Research Report Writing (with Sample)
This survey is conducted in order to gain an in-depth understanding of the consumption of the city's households in the alcohol market and restaurant market ......
Knowledge Points
●Uses of Market Research Reports.
●The basic elements of a market research report.
● The structure and writing style of a market research report.
●Essentials of writing a market research report.
Competency Requirements
●Learn to accurately express the results of market research studies in a more perfect form of writing.
Case Appreciation
Men have long beards and thus have to shave; women do not have long beards and naturally do not have to shave. However, the American company Geely marketed the "razor" to women, and it was a big success.
Gillette was founded in 1901, and its products became very popular because they made shaving convenient, comfortable and safe for men. By the 1970s, Geely had reached $2 billion in sales, making it a world-famous multinational corporation. However, the leaders of Geely were not satisfied with this, but found ways to continue to expand the market and gain more users. It was in 1974 that the company came up with the idea of a specialized "shaver" for women.
This seemingly absurd decision was based on solid market research.
Gilead first spent a year of thorough market research, found that in the United States over 30 years of age, 65% of women to maintain a good image, to regularly shave their legs and armpits. These women, in addition to the use of electric shavers and depilatories, mainly by purchasing a variety of men's shavers to meet this need, a year in this regard, spending up to 75 million dollars. In comparison, American women spend only $63 million a year on eyebrow pencils and eye shadows, and $55 million on hair dyes. There's no question that this is a market with great potential.
Based on the results of the market survey, Geely carefully designed a new product, the head part of its razor and men's razor is no different, with a single-use double-layer blade, but the blade frame is a choice of brightly colored plastic, and will be changed to a curved handle to facilitate women's use of the handle is also embossed with a pattern of a daisy. In this way, the new product immediately displays a feminine character.
In order to make the daisy shaver quickly take over the market, Geely also developed several different "positioning concepts" to consumers for comment. These positioning concepts include: highlighting the shaver's "double blade shaving"; highlighting its creativity "perfectly suited to women's needs"; emphasizing the price "less than 50 cents"; and indicating that the product is safe to use "no harm done. "No leg damage" to show that the product is safe to use, and so on.
Finally, based on the majority of women's opinions, the company chose "no harm to the legs" as the key point to emphasize in its marketing, and placed advertisements to deliberately promote it. As a result, the Daisy Shave was an instant success and a global bestseller.
This case shows that market research is a prerequisite for business decision-making, and that only by fully recognizing the market, understanding market demand, and making scientific analysis and judgment of the market, can decisions be targeted to expand the market and make the enterprise prosperous.
I, the use of market research reports
[Example of a] × × city residents of the household diet consumption report
In order to gain a deeper understanding of the city's residents of the household in the alcoholic beverage market and catering market consumption, this survey is conducted. The survey is undertaken by a university in this city, the survey time is July to August 2001, the survey mode is questionnaire type interview survey, the total number of samples selected for this survey is 2000 households. After the end of the survey work, the university will be summarized in the survey, the survey report is as follows:
I. The basic situation of the survey respondents
(I) sample category. Among the valid sample households, there are 320 workers, accounting for 18.2% of the total; 130 farmers, accounting for 7.4% of the total; 200 teachers, accounting for 11.4% of the total; 190 cadres, accounting for 10.8% of the total; 220 self-employed, accounting for 12.5% of the total; 150 managers, accounting for 8.52% of the total; 50 researchers, accounting for 2.84% of the total; and 50 unemployed, accounting for 2.84% of the total. 2.84%; 90 households of unemployed, 5.1% of the total; 20 households of doctors, 1.14% of the total; and 260 other households, 14.77% of the total.
(ii) Household income. The results of this survey show that, in terms of the city's total consumption level, a considerable portion of the population has not yet reached the well-off level, with most of them having a per capita income of about 1,000 yuan, and only about 2.3% of the consumers in the sample having an income of more than 2,000 yuan. Therefore, it can be tentatively concluded that the city's total consumption level is low, and merchants should be particularly careful in their pricing.
II. Specialized Survey Sections
(I) Consumption of Alcohol Products
1. White wine is consumed more than red wine. Analyzing the reasons, one is that white wine is used for gift-giving more than customers' own consumption, while red wine is mainly used for their own consumption; the second is that most of the advertisements done by merchants are white wine advertisements, and there are very few advertisements for red wine. This directly leads to the market of white wine is larger than the market of red wine.
2, white wine consumption diversification.
(1) From the point of view of the use of buying white wine, about 52.84% of consumers used for their own consumption, about 27.84% of consumers used for gifts, and the rest are random consumers.
Consumers who buy liquor for their own consumption have most of their prices 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, Tao Hua Xiang, Yanghe and Tangou wines are relatively favorable, especially Tangou wines, which account for about 18.75%, which may be related to the consumers' local complex. From the consumption of red wine, most of the prices are also concentrated in the 10 to 20 yuan, of which, 10 yuan or less accounted for 10.23%, the higher the price grade, the relatively lower the purchasing power. In terms of brands, Hua Guo Shan, Zhang Yu and Hawthorn Wine are the main ones.
The white wine purchased by gift-givers had most of their price choices between 80 and 150 yuan (about 28.4%), with about 15.34% of consumers choosing more than 150 yuan. In this way, the manufacturer's pricing and packaging strategy has a basis, pricing should be reasonable, and good packaging, in order to increase sales. From the choice of brand, about 21.59% of consumers choose Wuliangye, 10.795% of consumers choose Maotai, in addition to the survey on red wine, about 10.2% of consumers choose the price of 40 to 80 yuan, choose more than 80 yuan of about 5.11%. In short, from the above consumption situation, the consumer's consumption level basically determines the size of the liquor market.
(2) Purchasing factors are relatively distinct. Survey data show that the factors that consumers are concerned about are, in order, price, brand, quality, packaging, advertisement, and alcoholic strength, which leads to the conclusion that reasonable pricing by producers is very important, and that creating a famous brand name, seeking for quality, skillful packaging, and good advertisement are also very important.
(3) The customer loyalty survey shows that consumers who often change brands account for 32.95% of the total sample, and those who change occasionally account for 43.75%, and those who hold a favorite attitude toward the new brand of wine account for 32.39% of the total sample, those who hold an indifferent attitude account for 52.27%, and those who explicitly express their dislike of the brand account for 3.4%. It can be seen that once a certain brand is formed in the minds of consumers, it is very difficult to change. Therefore, manufacturers should make great efforts in establishing corporate image and striving to create famous brands, which is very important for the development of enterprises.
(4) Motivation analysis. The main lies in the consumer's own choice, followed by advertising, then friends and relatives, and finally the salesman recommended. It is not difficult to find that how to attract consumers' attention is the key for enterprises, how to do a good job of advertising and publicity, and how to establish consumers' word-of-mouth will directly affect the scale of the liquor market. And for businesses, the quality of sales staff should also be emphasized, because of its influence on the sales of alcohol products have a certain role.
(2) Consumption of food and beverage products.
This survey mainly focuses on a number of food and beverage consumption places and consumers preferred food and beverage, the survey shows that the consumption of the following important features:
1, consumers believe that the best hotels are not the best choice, and the most often go to the hotel is often not the best hotels, the most frequently visited hotels most of the mid-range, which is in line with the city's residents of the level of consumption is compatible with Now a few major hotels are compared as follows:
Tai Fu Hotel is the most favorable, about 31.82% of consumers choose it, followed by Wang Hai Lou and Pearl Hotel, both 10.23%, and then Jinhua Hotel. The survey we found that although the Yuntian Hotel is said to be better, but because of the special nature of this hotel, only used when organizing large-scale conferences, or VIPs, government dignitaries can enter, so the survey as an ordinary consumer survey respondents rarely choose the Yuntian Hotel.
2, consumers mostly choose around their work or residence, there is a certain area. Although there is a great deal of randomness in the choice of hotels, but not absolutely so, for example, the Great Wall Restaurant, Huaiyang Restaurant, there are also a certain number of long-distance consumers patronize.
3, the consumer pursuit of fashionable consumption, such as hand-grabbed lobster, sweet and sour pork, sweet and sour pork, Gongbao Chicken consumption is more, especially hand-grabbed lobster, in the survey sample total of about 26.14%, to occupy the catering category market with absolute advantage.
4, in recent years, seafood and hot pot have become two highlights of the public food market, the market potential is very large, the current consumption is also very large. The survey shows that those who said they like seafood accounted for 60.8% of the total number of samples, and those who like hot pot accounted for about 51.14%. In the survey on seasons, those who like to eat hot pot in summer accounted for about 81.83%, and those who like to eat hot pot in winter accounted for about 36.93%, and hot pot not only has a large market in winter, but also has a large market potential in summer. At present, the city's hot pot restaurants and seafood restaurants all over the streets, forming a major landscape and characteristics of residents' consumption.
Three, conclusions and recommendations
(A) Conclusion
1, the city's residents are not too high level of consumption, belonging to the medium level of consumption, the average income of about 1,000 yuan, a considerable portion of the residents have not yet reached the well-off level.
2, residents in the consumption of alcohol products are mainly used for their own consumption, and the majority of white wine, red wine consumption is relatively small, for personal consumption of alcohol, whether white or red wine, its brand to the hometown of the main wine.
3. Consumers pay more attention to the price, quality, packaging and publicity of wine when they buy wine, and a considerable part of consumers hold an indifferent attitude. The recognition of new brands of wine is higher.
4. Consumption of wine in hotels is mainly concentrated in the mid-range consumption level, hot pot and seafood has a higher consumption potential and has already had a considerable consumer market.
(ii) Recommendations
1, merchants in the organization of goods should be based on changes in the market to develop appropriate marketing strategies.
2, consumers choose more local wine, the government and merchants should take active measures to guide consumer spending, to achieve a virtuous cycle of urban consumption.
3, due to the growth of seafood and hot pot consumption, resulting in urbanization management chaos, the government should strengthen management efforts, scientific guidance to the market, and promote urban civilization.
Market research report, is in the investigation of the information obtained by analyzing and organizing, screening and processing on the basis of the account and reflect the results of market research and put forward the author's views and opinions of the written report.
The market research report is the final product of market research, but also the most important part of the market research process. Many managers are not necessarily involved in the market research process, but they will use the survey report to make business decisions. A good survey report, can provide effective guidance to the enterprise market planning activities, at the same time, for the managers of various departments to understand the situation, analyze the problem, make decisions, preparation of plans, as well as control, coordination, supervision and other aspects can play a positive role. If the survey report is poorly written, and then the good survey information will be eclipsed, and may even lead to the failure of market activities.
Two, the basic elements of the market research report
A market research report generally has three elements.
The basic situation. That is, the description and explanation of the results of the survey, you can use words, charts and figures to explain. The introduction of the situation should be detailed and accurate, for the next step in the analysis, the conclusion to provide a basis.
Analysis and conclusion. Scientific analysis of the data on the above situation, to find out the reasons and the impact of various factors, through the phenomenon to see the essence, to draw a clear conclusion on the subject of the survey.
Measures and recommendations. Through the analysis and study of the survey data, a clear understanding of the market situation. For the market supply and demand contradictions and problems found in the survey, put forward suggestions and views for the leadership decision-making reference.
Related Links
There are four basic methods of market research, namely, census (comprehensive survey), sample survey, typical survey and focus survey. Commonly used specific methods are: inquiry method, observation method, experimental method, data research method.
Three, market research report structure and writing
[Example two] Who is buying a private car? The rise of young car owners individual owners are the main
An independent survey on the composition of private car owners in Hangzhou
In recent years in full swing of automobile consumption boom, tens of thousands of Hangzhou people's homes to fulfill the dream of the car. According to statistics, the number of private cars in Hangzhou has risen from 2.5 per 100 households at the end of last year to about 3.1. It is expected that by the end of this year, Hangzhou will become China's fastest growing city of cars.
So who is driving the frenzy of private car consumption in Hangzhou? Hangzhou car market has those obvious characteristics? These issues are undoubtedly the focus of attention of many industry insiders and car owners. Recently, we in some hotels, office buildings, parking lots, living quarters and other places through face-to-face interviews as well as telephone interviews, online surveys, etc., the Hangzhou private car situation to do a sample survey. The survey *** issued 300 questionnaires, recovered 253 valid questionnaires.
The rise of young car owners
Miss Wang, who works for a foreign trade company, said that ordinary means of transportation can no longer meet the needs of young people nowadays. Nowadays, young people are very individualistic and want to have their own independent space for everything. At the same time, the fast pace of work and life prompted the young people now need a faster mode of transportation to achieve high efficiency at work.
Survey results show that middle-aged car owners are still the mainstream group of private car owners, accounting for 63.3% of the survey. It is worth noting that a portion of young car owners are on the rise, accounting for 26.5 percent of the total. This part of the owner's age is roughly around 20 to 30 years old, most of them have a university degree as well as a better career, annual income of 50,000 to 100,000 yuan, and more than 50% by their own independent funding to buy a car.
The most sensitive thing for this group of car owners is the price of the sedan, which accounts for 37%, in addition, fuel consumption, safety, brand and appearance are also the main factors they are concerned about. The models and colors they choose are generally more fashionable, and their driving experience is generally synchronized with the time of purchase, mostly concentrated in the last 3 years.
Individual owners are the main force
Mr. Chen, a private individual who owns a Buick commercial vehicle, said more and more people around him are buying commercial vehicles. From a professional point of view, business cars have an open interior space, providing them with a place to receive clients and negotiate business at any time. In addition, it also enhances corporate image and personal identity.
In the survey, the individual private sector is still the mainstream of private car owners, accounting for 26.5% of the total, and surprisingly, the occupational composition of private car owners has shown an unprecedented trend of diversification: civil servants, teachers, ordinary employees have become the fastest-growing car-buying team.
These car owners mainly use their cars for commuting to and from work, as well as for weekend trips. The price point chosen is basically between 50,000 and 150,000 yuan. Mr. Fang, a civil servant, bought a Vibe to take his children to and from school and his wife to and from work on weekdays. On weekdays, Mr. Fang takes his children to and from school and his wife to and from work, and on weekends, he drives his family to the neighboring scenic areas to experience the natural scenery. He said with emotion, after having a car, the radius of life has expanded a lot, and the quality of life has also improved.
Buyers willing to pay in full
A month ago, Mr. Zhu, who works at a public institution in Hangzhou, participated in a group purchase and bought a Saio two-box SRV, which cost 72,800 yuan, plus other expenses, and he paid more than 80,000 yuan at one time to drive the car home.
The same question actually yielded two diametrically opposed answers: an online survey showed that as many as 71 percent of those who chose a bank mortgage for their car purchases; while in face-to-face interviews and telephone interviews, those who chose a one-time cash delivery accounted for more than 80 percent. Careful analysis reveals that most of the car owners who chose bank mortgages have been living with a car for more than 2 years, while those who chose to buy a car in full are basically new purchasers in the past two years.
Yuantong Automobile Company, Mr. Wang explained: the main reason for the sudden cooling of bank mortgages is the tightening of bank credit, the cumbersome procedures for lending; and a year ago, compared with the loose credit policy and the market's strong atmosphere of consumer credit, more and more people chose to buy a car in full. The increase in income and the continuous decline in car prices is also a reason why many people choose to buy a car in full. In addition, now the purchase of cars to the family-oriented, people's general mentality is to seek stability, try to avoid overspending, and wait for the family to save enough money to buy not too late.
Car website favored
Mr. Luo wanted to buy a then-popular car for himself three years ago, but there has been no news from the other side since he placed his order with the sales company six months ago. He had no choice but to give up on this purchase. A chance to find a car sales company on the Internet is selling that car, holding a try mentality he placed an electronic order. I didn't expect to get the car a month later.
In recent years, there has been a diversification of the channels through which consumers obtain information about buying cars. In addition to reading newspapers, magazines, car ads on TV and automotive news, more and more people are entering the online world. The survey shows that: Hangzhou has 22.4% of the car buyers tend to browse the Internet automotive website, because they value online comprehensive, rich, in-depth automotive information, car buyers do not have to leave their homes to learn about the latest developments in the major brands of cars, some of the production of the site can also take consumers to appreciate the feeling of the test sitting, automotive construction and performance of the components. In the increasingly sophisticated network world, and even realize the online car purchase.
Car owners tend to change their cars in five years.
A few years ago, the domestic car market or foreign brands, domestic car brands are relatively small, the price of a sedan is often staggering, many people still hold a "car lifetime system" concept. With the domestic low-grade family sedan development and growth, more and more families have abandoned this concept.
Survey found that: economic family car market share is far ahead, 86% of the people to buy the first car price of less than 150,000 yuan; in addition, 44.9% of the owners said that an average of 5 years will be replaced by a new car. In particular, the domestic automobile production, distribution market metabolism accelerated, each new car endless, the continuous improvement of after-sales service coupled with low-priced marketing strategy, not only let the ordinary working-class people have a dream of purchasing a car, but also let the bag bulging, like to experience a different driving feeling of the people over the car addiction.
But it is worth noting that car owners are still relatively unaware of the need to follow traffic rules. The survey showed that only 1 percent of the people who bought a car never had any violation experience, 60 percent of the car owners have violation records in about five times, and the proportion of violation more than 10 times is as high as 12 percent.
There is no fixed uniform format for market research reports, the structure generally includes the title and body of two parts.
(a) the title of the market research report should summarize the basic content of the full text, to be accurate, concise, eye-catching. Commonly written:
Single-line title can be investigated by the object of investigation, investigation content (scope), the type of composition, such as:
Tianjin bicycle in the domestic and international market position of the investigation
Can directly reveal the findings, such as:
Leather garments in the market in Jinan bestseller
Can also be put forward, such as:
Why electric toys
Double headings are generally composed of two lines of headings, such as:
"The Emperor's Daughter" is also "worried about the marriage"
- Zhoushan fish marketing survey
(b) the body is generally composed of two parts of the preamble and the main body
Preface commonly written:
Account for the general situation of the survey activities. Write the purpose of the investigation, time, place, object, scope, mode, results and so on.
Introduce the basic situation of the subject of the investigation.
Pose questions. For example:
What is the sales situation of the once popular combination furniture this year? Market research shows that: the combination of furniture sales are getting weaker and weaker, has entered a period of decline. ("Combination of furniture has entered a period of decline")
The main body of the main part of the report is also the core part of the survey, generally includes three aspects:
Basic situation. That is, the past and present objective situation of the subject of the investigation. Such as the history of development, market layout, sales and so on.
Analysis and conclusion. Scientific analysis of the material collected by the survey, from the analysis of the concluding observations.
Measures and recommendations. Based on the conclusions of the investigation, the corresponding measures and recommendations.
Special reminder
Some small market research reports, reflecting the micro, localized issues, they are short in length, in the form, writing style is often very flexible, but also enough to convey to the people a certain aspect of the market information. As a beginner, you can practice writing such a small market research report.
Four, market research report writing:
To do a good job of market research. Before writing, according to determine the purpose of the investigation, in-depth market research, master sufficient material and data, and the use of scientific methods, analysis and judgment, for writing market research report to lay a good foundation.
To be realistic, respect the objective facts. Writing a market research report must start from the actual situation, factually reflect the real situation of the market, one is one, two is two, not exaggerated, not narrowed down, to use real, reliable, typical materials to reflect the original appearance of the market.
To be centered and organized. The use of a variety of ways to conduct market research, the material obtained is often a large number and miscellaneous, to be good according to the needs of the main theme of the material to carry out rigorous identification and screening, to the material categorization, and to distinguish between the material of the primary and secondary importance, in accordance with a certain organization, will be of value to the organization of the material to the article.
Skills Training
●What are the components of a market research report?
●How should you write the title of a market research report?
●What is usually written in the introduction of a market research report
●Write a market research report based on the following materials.
The China Beverage Industry Association statistical report shows that the actual domestic production of fruit juice and fruit juice drinks exceeded one million tons, an increase of 33.1% year-on-year, with a market penetration rate of 36.5%, ranking the fourth in the beverage industry, but the annual per capita consumption of domestic fruit juice is only 1 kilogram, which is 1/7 of the world's average consumption of fruit juice and 1/4 of the average consumption of the Western European countries, and the market demand has great potential.
China's rich fruit resources, including apple production is the world's first, citrus production of the world's third, pears, peaches and other production in the world. According to authoritative institutions predicted that by 2005, China's expected juice production of up to 1.5-1.6 million tons, per capita annual consumption of juice up to about 1.2 kg. 2015, the expected juice production of 1.95-2.4 million tons, per capita annual consumption of 1.5 kg.
Recently, our company conducted a market survey on the fruit juice beverage market in xxx city, and based on the statistical data, we briefly analyzed the results of the survey.
The pursuit of green, natural, nutrition has become the main purpose of consumers and fruit juice drinks. More varieties and flavors are the distinguishing features of the juice drink industry, according to the xxx market survey, each large supermarket, juice drink varieties are in the 120 kinds, manufacturers up to more than a dozen, the competition is very fierce, the quality of juice and innovation has become a key factor in the profitability of the juice business, the brand of juice drinks in the off-peak season sales there is no obvious distinction.
Target consumer group ---- survey shows that in the choice of juice drinks consumer group, 15-24 years old age group accounted for 34.3%, 25-34 years old age group accounted for 28.4%, which, in turn, the majority of female consumers.
Factors affecting the purchase of ---- flavor: sweet and sour taste of the best sales, low-sugar nutritional juice drinks is the mainstream of market demand; packaging: family consumption preferred 750ml and 1L plastic bottles of large packages; 260ml bottles and tetra packs for the first choice of ready-to-drink or travel; gift packages are the choice of family gift-giving; novel and chic cup because after drinking the bottle can be as The novelty of the cup shape has also influenced some consumers' purchasing decision because the bottle can be used as a teacup after drinking the beverage.
Drink type selection habits ----71.2% of consumers said they would not limit themselves to one type of drink, but would drink a variety of drinks; 20.5% drank whatever was available; and 8.3% said they would drink just one type of drink.
Brand Choice Habits ---- The survey shows that 54.6% of consumers are accustomed to multi-brand choices; 13.1% habitually make single-brand choices; 14.2% make single-brand choices due to brand loyalty; price orientation occupies 2.5%; and the proportion of those pursuing convenience is 15.5%.
Beverage brand awareness channels ---- advertisements: 75.4%; Drink yourself to know: 58.4%; places that sell beverages: 24.5%; friends and relatives: 11.1%.
Purchase channel selection ---- Purchase in supermarkets: 61.3%; purchase at any time: 2.5%; purchase in individual stores: 28.4%; wholesale market: 2.5%; large and medium-sized shopping malls: 5.4%; hotels, fast food restaurants and other food and beverage establishments also have a large purchasing potential.
The amount of purchase at one time ---- 62.4% choose to drink as much as they can; 7.6% choose to wholesale a lot at one time; and 29.9% will buy a little more to save.
●Choose a certain daily commodities you are familiar with, make a market research on its sales situation in the local market, and write a small market research report.