[Example1] Investigation Report on Family Diet Consumption in XX City

In order to deeply understand the consumption of households in the alcohol market and catering market in this city, this survey was conducted. The survey was conducted by a university in this city. The investigation time was from July to August in 20001year, and the investigation method was questionnaire interview. The total number of samples selected in this survey is 2000. After the investigation, the university summarized the contents of the investigation, and its investigation report is as follows:

First, the basic situation of the respondents

(1) Sample category. Among the valid sample households, there are 320 workers, accounting for18.2% of the total number; 130 farmers, accounting for 7.4% of the total; 200 teachers, accounting for11.4% of the total; Government officials 190, accounting for10.8% of the total; 220 self-employed households, accounting for12.5% of the total; Managers 150, accounting for 8.52% of the total; 50 researchers, accounting for 2.84% of the total; 90 households to be employed, accounting for 5.1%of the total; 20 doctors, accounting for1.14% of the total; Other 260 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, there are still quite a few residents who are not rich. The per capita income of most residents is about 1000 yuan, and only about 2.3% of consumers in the sample earn more than 2,000 yuan. Therefore, we can draw a preliminary conclusion that the overall consumption level of this city is low, and merchants should be particularly cautious when pricing.

Second, the special investigation part

(a) Consumption of alcoholic products

1, the consumption of liquor is greater than that of red wine. The reasons are as follows: First of all, besides customers' own consumption, liquor 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 red wine advertisements. This directly leads to a larger market for liquor than red wine.

2. Diversification of liquor consumption.

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

Most consumers who buy wine for their own consumption are below 20 yuan, of which 26.7% are below 10 yuan and 22.73% are from 20 yuan. From the brand point of view, Daohuaxiang, Yanghe and Tanggou liquor are relatively optimistic, especially Tanggou liquor, accounting for 18.75%, which may be. Judging from the consumption of red wine, most of the prices are also concentrated between 10 ~ 20 yuan, among which the price below 10 yuan accounts for 10.23%. The higher the price level, 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 gift giver is mostly between 80 ~ 150 yuan (about 28.4%), and about 15.34% of consumers choose 150 yuan or above. In this way, manufacturers' pricing and packaging strategies have a basis, and only reasonable pricing and good packaging can increase sales. In terms of brand selection, about 2 1.59% consumers choose Wuliangye, 10.795% consumers choose Maotai, and the survey of red wine shows that about 10.2% consumers choose the price of 40 ~ 80 yuan, which is about 5.1/kloc-0. 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 distinct. According to the survey data, the factors that consumers pay attention to are price, brand, quality, packaging, advertising and alcohol content in turn. From this, it can be concluded that it is very important for manufacturers to set reasonable prices, and it is also important to create famous brands, seek quality, package skillfully and advertise well.

(3) The customer loyalty survey shows that 32.95% of the total samples are consumers who change brands frequently, and 43.75% are consumers who change brands occasionally. Among the total samples, 32.39% like the new brand wine, 52.27% don't care, and 3.4% definitely don't like it. It can be seen that once a brand is formed in the minds of consumers, it is difficult to change it. Therefore, production enterprises should strive 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 sales staff. It is not difficult to find that how to attract consumers' attention is the key to the enterprise. How to advertise well and how to establish the reputation of consumers will directly affect the scale of liquor market. For merchants, the quality of sales staff should also be paid attention to, because it has a certain impact on the sales of alcoholic products.

(2) the consumption of food and drinks.

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. The hotels that consumers often go to are mostly mid-range, which is suitable for the consumption level of residents in this city. Now compare several hotels as follows:

Taifu Hotel is everyone's favorite, with about 3 1.82% of consumers choosing it, followed by Wanghailou and Mingzhu Hotel, both of which are 10.23%, and then Jinhua Hotel. In the survey, we found that Tian Yun Hotel is relatively good, but because of its particularity, it can only be used to hold large-scale meetings, or only VIPs and government dignitaries can enter, so the respondents who are ordinary consumers in the survey rarely choose Tian Yun Hotel.

2. Most consumers choose to live around their own work or residence, which has certain regionality. Although the choice of hotels is very arbitrary, it is not absolutely so. For example, Great Wall Hotel and Huaiyang Hotel also have some long-distance customers.

3. Consumers pursue fashion consumption, such as catching lobster, sweet and sour pork ribs, sweet and sour tenderloin, kung pao chicken, etc., especially hand-caught lobster, accounting for about 26. 14% of the total sample, occupying the catering market with absolute advantage.

4. In recent years, seafood and chafing dish have become two bright spots in the citizen food market, with huge market potential and good consumption status. The survey shows that 60.8% of the samples like seafood, and about 5 1. 14% like hot pot. In the investigation of seasons, about 8 1.83% like to eat hot pot in summer and 36.93% like to eat hot pot in winter. Hot pot not only has a large market in winter, but also has great market potential in summer. At present, hot pot restaurants and seafood shops in this city are all over the streets, forming a major landscape and feature of residents' consumption.

Three. conclusion and suggestion

(1) conclusion

1. The consumption level of residents in this city is not too high, which belongs to the medium consumption level. The average income is about 1000 yuan, and a considerable number of residents have not yet reached a well-off level.

2. The consumption of residents is mainly alcoholic products, mostly white wine, and the consumption of red wine is relatively small. The brands of alcoholic products used for personal consumption, whether white wine or red wine, are mainly home wines.

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

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

(2) Suggestions

1. When organizing goods, merchants should formulate corresponding marketing strategies according to market changes.

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

3. The increase in the consumption of seafood and hot pot leads to the confusion of urbanization management. The government should strengthen management, scientifically guide the market and promote the construction of urban civilization.

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 the most important part in the process of market research. Many managers do not necessarily participate 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 not well written, even the best survey data will be eclipsed and may even lead to the failure of market activities.

Second, the basic elements of the market survey report

A market research report generally has three elements.

Basic information. That is, the description and explanation of the survey results can be explained by words, charts and figures. The introduction should be detailed and accurate, providing a basis for the following analysis and conclusions.

Analysis and conclusion. Scientifically analyze the above data, find out the reasons and the influence of various factors, see the essence through the phenomenon, and give the respondents a clear conclusion.

Measures and suggestions. By analyzing the survey data, we have a clear understanding of the market situation. In view of the contradiction between market supply and demand and the problems found in the investigation, some suggestions and opinions are put forward for the leaders to make decisions.