Design of market research scheme for tea shop (I) 1. Investigation background
In recent years, large and small tea shops have blossomed everywhere in China, and it is no exception. As an instant drink, milk tea is deeply loved by the public, especially college students. In order to understand the reasons why college students love to drink milk tea and their expectations for milk tea, and then expand the milk tea market, my team members made a survey of college students in their spare time.
This survey takes two forms: questionnaire survey and non-questionnaire survey, which lasts for two weeks. Various channels are used to collect all kinds of data. However, due to the tight time and the fact that the team members are engaged in market research for the first time, there are inevitably some shortcomings in the design and analysis of questionnaire questions. Please forgive me. It is hereby declared that this report is for decision-making reference only.
Second, the purpose of the investigation
(1) Understand the demand of college students for milk tea.
(2) Understand the consumption demand and characteristics of college students for milk tea;
(3) Expanding the milk tea market for college students;
(4) Verifying the professional knowledge of research in actual combat, integrating theory with practice, and consolidating professional knowledge.
Third, the scope and object of the investigation
(1) research scope: inside the college.
(2) Research object: college students.
Fourth, the investigation stage.
1, discuss and determine the learning theme.
Study on milk tea market for college students.
2. Design the questionnaire.
Around the research topic, design the questionnaire topic, and then screen it to make a complete questionnaire.
This market questionnaire has * * * designed 10 questions, see the attached questionnaire for details.
3. Data collection.
Print 100 questionnaires, distribute them in the school, collect the questionnaires, and number them.
4, research results, and write a written report, complete the conclusion.
Research method of verb (abbreviation of verb)
1, investigation methods and methods:
This survey of college students' milk tea market mainly adopts the method of sampling survey. First, we distribute samples. The sample size of this plan is 100, and the survey object is college students. The main way of this survey is to conduct a questionnaire survey. Among the students in our school, we randomly investigated and distributed questionnaires. The survey adopts simple random sampling method, and questionnaires are distributed in front of the dormitory or at the site where it is located, and the questionnaires are collected in time. Each member of the team is responsible for distributing questionnaires, helping to fill in the questionnaires effectively, carefully recycling the questionnaires, sorting out and analyzing the data, and ensuring the authenticity of the data. Then recycle them one by one in the dormitory to ensure that the questionnaires can be effectively recycled.
2. Research data analysis methods.
(1) Review the questionnaire: check whether the collected questionnaire is complete, whether there is repetition or omission, and ensure the consistency and unity of the records;
② Grouping and sorting: classify the audited questionnaires and classify them in advance according to the questions in the questionnaires.
③ Statistical analysis: Calculate the frequency and percentage corresponding to grouping information.
An analysis of the survey results of intransitive verbs
(1) Most people go to the tea shop 1~2 times a month. A few people went more, but there was no one who didn't go.
(2) Most people spend 500~800 yuan per month, which is generally high.
(3) Most people care about the types and prices of products, while others care about the geographical location and service attitude.
(4) The purpose of going to tea shops in summer is to quench thirst and get together, and some people are habitual consumers.
(5) Most people are satisfied with the tea shop. Of course, some people are dissatisfied or satisfied or average.
(6) The main aspect that needs to be improved is taste, followed by product type and then price.
(7) For other services of milk tea, 83% people want to provide magazines or board games, and a few people want to have take-away western food.
(8) The attitude towards newly opened tea shops is generally wait and see, and few people don't go or spend money immediately.
(9) For consumers, the most attractive thing to open a new store is the special price, followed by the gift. Consumers go to spend immediately.
(9) For consumers, the most attractive thing to open a new store is the special price, followed by the gift.
(10) Regarding the feasibility of opening a new tea shop, the people who support and oppose it are basically 50-50.
Generally speaking, the tea shop near the school has a good development prospect, and there are many consumer groups, especially college students, which have a decisive influence on the development of tea shop. They are the main factors to ensure the customers of tea shops. Therefore, the tea shops around the school should be completely equal to the consumption characteristics of students, so as to promote the sustainable development of tea shops. For example, lower prices and increase the variety of products and services. If you open a new store, you should think carefully and try your best to meet the requirements of students.
Design of Market Investigation Scheme for Tea Shop (II) I. Purpose of Investigation
With the increasingly fierce market competition, consumers have higher and higher requirements for product quality. In recent years, milk tea has been increasingly sought after by consumers, especially young people. Different forms and styles of milk tea are dazzling, and fast and convenient roadside milk tea shops are blooming everywhere in Taizhou market. Among them, bubble tea is deeply loved by the public and has become a popular drink in popular streets. Through our survey of consumers, we can understand the development, consumption demand, market share and existing problems of milk tea.
Second, the survey object and its general situation
Survey object: college students.
General situation: Most of these people are between 18-30 years old, among which 18-24 years old is the main consumer group.
Third, the investigation method.
This survey is a random questionnaire survey. Randomly select pedestrians in the school to issue questionnaires, fill them out on the spot and collect them on the spot. * * * A total of 105 questionnaires were sent out and105 questionnaires were recovered, with a recovery rate of 95%.
Fourth, the investigation time.
Xx year, xx month, xx day.
Verb (abbreviation of verb) survey content
It mainly investigates consumers' understanding of the milk tea market, the way to buy milk tea, and the specific situation of milk tea shops.
Sixth, consumer analysis.
First, with the accelerated pace of life, convenient, simple and fast food is sought after by more and more consumers. Milk tea is everywhere and consumers can buy it everywhere. At the same time, milk tea is more convenient than other foods (instant noodles, etc.). ), ready to drink, whether in the office or on the way to the office, consumers can eat at any time, saving consumers' time. Due to the pressure of work and study, some consumers have no time to choose or buy their own breakfast or lunch, and milk tea is delivered to the door, which brings a lot of convenience to consumers.
Secondly, with the development of economy, people's quality of life is getting higher and higher. Delicious, nutritious, natural and healthy have become new requirements for milk tea.
Third, in terms of consumption patterns, most consumers mainly buy in small quantities, sporadically and randomly, and consumers who are used to instant drinking account for the majority, and the proportion of regular purchases and bulk purchases is small. In addition, leisure consumption has become a new feature for consumers to buy milk tea.
Fourth, in the frequency of purchase, the proportion of heavy consumers is small, and only a small number of consumers drink once or more every day; The proportion of mild consumers is large, and many consumers drink 1 time or less every week. In other words, there are fewer regular consumers of milk tea at present, and the market needs to be further cultivated.
Seven, the market environment survey
The university town is a place where there are relatively dense college students. At the same time, the overall knowledge and cultural quality is high, and more western ideas and lifestyles are accepted, and new things are easily accepted. They have a strong desire to pursue a higher lifestyle, and some groups have higher consumption levels and more disposable income to buy non-daily necessities. Running a tea shop in the university town can enrich the lives of teachers and students on the one hand, and the operator has great potential on the other.
Eight. Market demand survey
According to the occupation, the consumer groups in the university town can be divided into two groups: students and teachers. Among them, the number of students is the largest, followed by faculty and staff.
Student consumption groups, the student groups in the university town are mainly undergraduates. Undergraduate students are divided into three stages according to their grades: entering the nest, keeping the nest and leaving the nest.
1. Entering the nest: mainly freshmen. I'm new here, I'm curious about everything, and I'm interested in the food inside and outside the school and even in Bengbu city. However, because the address of the university town is far away from the urban area, its main living area is the university town, and more is the school.
2. Keeping the nest: mainly sophomore and junior. Consumer behavior has changed from the consumption of university necessities (mobile phones, electronic dictionaries, clothes, etc.). ) To the experiential and emotional consumption of non-necessities, a considerable number of nested consumer groups begin to fall in love, and their feelings need to be expressed.
3. Leaving the nest: Senior three can be classified as leaving the nest. Because of the pressure of employment and postgraduate entrance examination, the disposable remaining time is reduced and emotional needs are pinned.
Teachers' consumption groups.
1. Young teachers: Young teachers who have just graduated and stayed in school are generally single and have no family, and are in the process of changing the roles of students and teachers. Stable life, relatively stable income, easy to accept new things and pursue their own lifestyle.
2. Other teachers: Compared with young teachers, they have higher income, children and families, and more disposable income. Is a potential consumer of milk tea.
Nine. Competitor analysis
According to the investigation of other brands, we know that brand milk tea franchisees are trusted brands by consumers, but there are few milk tea shops with scale and characteristics in the university town. There is still a great market demand for healthy and distinctive milk tea spots.
X. Investigation experience
We should take corresponding measures:
(1) Intensify publicity to impress every consumer with our own tea shop;
When consumers buy milk tea, they can distribute brochures to facilitate the next purchase;
(3) launch a series of activities on holidays (such as issuing coupons and discounts). ) to improve the popularity of our tea shop.
The demand of consumers is flexible, and consumption is more and more stylized and personalized. Operators should change the status quo by effectively stimulating consumer demand. As a college student entrepreneur, you can choose small-scale operation at first, focus on increasing sales and profit rate according to consumers' preferences, and then expand the scale and provide some drinking water facilities under certain profit conditions. According to the survey of consumers' preferences, investors need to make great efforts in improving service quality, developing new products, improving packaging and improving environmental sanitation, so as to win more customers.