Fan Wenyi, an instant noodle market survey report

1. Time of the survey report

2. Location of the survey report

The survey was conducted in XXX

3. Purpose of the survey

With the continuous acceleration of people's life rhythm, people's food life has been deeply branded with the times. Because instant noodles provide great convenience for everyone, they have become an indispensable food component in many people's lives. When it comes to instant noodles, many people immediately think of the brand XXX, which is almost a household name in China. "So-and-so" created a lovely cartoon character pattern, and built a "So-and-so" food kingdom in China market with the image of a healthy and delicious food expert. College students are an important consumer group of instant noodles. Through the comprehensive investigation and analysis of the product market, we can understand the market share of instant noodles.

after investigation and analysis, 2 people were randomly selected in this survey.

XXX is the largest brand of instant noodles in China. According to the market survey, most people prefer XXX when buying instant noodles. The reasons for buying instant noodles are the brand effect and the delicious taste.

students are generally inseparable from instant noodles, and under what circumstances do students usually choose instant noodles?

according to the survey, I know:

lazy. Many students are too busy studying, too lazy to eat, or when they see too many people eating in the cafeteria at the end of class, they will choose to eat instant noodles.

poor. Students themselves belong to consumer groups, so eating instant noodles saves money.

People who use computers all day. A large number of students like playing games or learning computer software. These people are reluctant to leave the computer, and often choose instant noodles as a fast-food diet.

a single shadow. People who don't like going to the canteen alone will choose instant noodles.

people who really like instant noodles.

[survey results]

Factors influencing college students' choice of instant noodle brands:

There are many factors that affect college students' purchase of instant noodles. Among them, factors such as "good reputation, people around you eating more, products with green food labels, exquisite packaging ingredients and impressive brand advertisements" will have a greater impact on college students' purchase of instant noodles.

"People around me eat too much" shows that college students' consumption is very conformity, which just proves the important influence of brand penetration on college students' purchase of instant noodles. Furthermore, the brand penetration rate is highly correlated with the brand attempt rate, and the occurrence of the brand attempt rate depends on the brand's high popularity. Advertising is an important means to quickly enhance the brand's high visibility. This point echoes the fourth factor, brand advertising, which further shows that advertising has an important impact on college students' consumption. In addition, the products with green food labels and the exquisite packaging ingredients have great influence on college students' purchase of instant noodles.

In a word, instant noodles have become one of the indispensable foods in college students' daily life, with great market value; For each manufacturer, how to effectively segment this market and effectively promote it according to the segmented market is an urgent task for brands to seize this market quickly.

Fan Wener, an instant noodle market research report

If "a hundred flowers blossom" is used to describe the instant noodle market in China a few years ago, it is no exaggeration. However, in recent years, people in the industry have found that the "lively" scene of the instant noodle market in the past no longer exists, and it has been replaced by a situation in which two or three major brands divide the world into "calm". The instant noodle market for college students is no exception, and it is also divided by several major brands. How big is the cake in the instant noodle market for college students? What is college students' cognition of instant noodle brands? What is the habit of college students to consume instant noodles? A comparative analysis of the data about the instant noodle market of college students in the survey may provide evidence for manufacturers and merchants to answer these questions. Competitive situation: the survival of the fittest in oligopoly market is the basic law of nature and the basic law of market economy, and the instant noodle market is also following this universal law. It can be seen that after several years of reshuffle, the national instant noodle market is basically a few with economic scale, relatively high technical content and monopolistic market position, showing an oligopoly market structure. According to the cognition of instant noodles of college students from all over the world, Master Kong has obvious advantages and continues to hold the top spot. White Elephant leads Unity with a slight advantage, ranking second, followed by Hualong, ranking fourth, and the other brands are not worth mentioning in front of these four giants.

when investigating the instant noodle brands that college students like, the situation has changed slightly. However, Master Kong still leads the instant noodle market, and the big bone noodles rank second. According to the latest market situation, the big bone noodles have a good upward trend. Compared with the big bones, the downward trend of Jinmailang is obvious, which may be caused by the recent tense handling of Japan's relations with the international community. Unified 1 cases, the first four and the last one. Among the top five, Baixiang's big bone noodles and beef noodles occupy two seats, among which the monthly sales volume of big bone noodles has exceeded 1 million yuan, which is related to the product structure adjustment of Baixiang in recent years.

As a result, the instant noodle industry has completely entered the oligopoly period. Its characteristics are as follows: oligopoly enterprises have formed an unshakable position in the consumer group, and it is difficult for other enterprises to enter this market for a period of time, and the competition is mainly carried out among oligarchs.

consumer's consumption purpose: to supplement the staple food and occupy a part of the living expenses. The purpose of college students to buy instant noodles is mainly to satisfy their hunger, instead of having a fixed time for dinner, eating on time and eating when they are hungry, which may be related to the university living environment. Plenty of spare time and free study life make students solve their diet with instant noodles simply, quickly and comprehensively. Although there is no fixed time to eat instant noodles, most students still have a fixed place to eat instant noodles, usually on campus, and the frequency of use is very high. The monthly consumption of instant noodles accounts for more than 8\% between 6 yuan and 2 yuan, and the monthly cost of instant noodles for college students is mainly between 2 and 4 yuan. It can be seen that the cost of instant noodles for college students is still relatively high. From this understanding of college students from all over the world, it is found that college students have become one of the main consumers of instant noodles. It can be seen that instant noodles have become one of the main foods used by college students. Only with "nutrition" can the instant noodle market be "raised"

I remember an interesting phenomenon, that is, many people will add eggs, ham sausage, cold salad and other foods when eating instant noodles, which shows that instant noodles without nutrition have become people's consumption knowledge. Although in recent years, instant noodles have made great improvements in both technology and materials, they have not fundamentally changed the status quo of instant noodles without nutrition. The survey shows that no nutrition is becoming a big weakness of instant noodles, and more than half of consumers think that the biggest disadvantage of eating instant noodles is no nutrition. College students also pay attention to the choice of taste when choosing instant noodle brands. The main factors that college students pay attention to when buying instant noodles are delicious soup and affordable price. During the investigation, we made a test on the choice of nutrition and price of college students, that is, whether consumers will buy nutritious instant noodles of about 2-3 yuan. We found that college students pay more and more attention to the nutrition and taste value of instant noodles, and nearly 3% of consumers said they would definitely or would buy nutritious instant noodles with good taste. Therefore, from this point, we can also see that in the competition of instant noodles in the future market, the influence of price is gradually being replaced, and how to do a good job in nutrition will be an important factor in determining the future. It is understood that in terms of nutrition, White Elephant has been at the forefront of nutritious instant noodles. For example, her white elephant with big bone noodles is rich in natural collagen, and the big bone soup is strong and strong, which has achieved good market results. This shows that the future instant noodle market can only be raised by nutrition.

This survey visited 1 cities including Henan, Shandong, Northeast China, Shaanxi, Shanxi, Nanjing and Anhui, and collected nearly 1, samples from college students in 1 cities. Among them, the proportion of male respondents was slightly higher than that of female respondents, and the academic qualifications were mainly undergraduate students, reaching 75.9\%, while others were a small number of junior college students and a small number of graduate students. Adopted research institutions and several professional magazines in China, such as Sales Market, made a detailed analysis of this study, which provided a reference for enterprises and businesses.

instant noodle market survey report Fan Wensan

I. Purpose of the survey

The purpose of the market survey is to provide information for marketing and decision makers. Through investigation, we can deepen our perceptual knowledge of the professional theories we have learned, exaggerate our horizons, broaden our horizons, and apply and experiment the theoretical knowledge we have learned to improve our ability to analyze and solve problems. Lay the foundation for writing graduation thesis, so that you can better adapt to the needs of work after graduation.

second, the research method

in order to better understand the needs of consumers and the current situation of the instant noodle market, I conducted a one-month market survey in the supermarket. The survey is mainly based on questionnaires, supplemented by interviews, observation and second-hand information, so as to make the survey comprehensive and accurate.

survey methods: sampling survey, questionnaire survey and literature retrieval.

III. Time and place of investigation

Time:

Location:

IV. Background of investigation

At present, instant noodles have become an international convenience food. According to rough statistics, the annual consumption of instant noodles in the world is 65.25 billion, of which about 1/3 is consumed by China. China has become a big producer and consumer of instant noodles in the world. In the past 1 years, driven by the "hand of the market", China's instant noodle industry has been accelerating its pace of innovation and the overall development level has been significantly improved. At present, China's instant noodle industry urgently needs to change from pursuing output to improving quality, so as to realize the diversification of industrial structure and product structure and enhance the overall value of the industry.

V. Contents of the survey

The survey is mainly targeted at students and family groups, with 1 survey reports for each group. The survey results are as follows:

Student:

The main motivation for purchasing is brand price, taste and nutrition

The selection ratio is 32%, 38%, 2% and 1%

? In the survey of students' choice of instant noodles, I found that 38% students are very concerned about the price, 32% students are very concerned about the brand, but they are not very concerned about the taste and nutrition, just the most convenient way to solve the hunger, so under normal circumstances, the price affects their purchase rate to a certain extent.

consumer characteristics:

1. unstable orientation, quick acceptance of new things, and easy to be influenced by advertising and public relations activities.

2. The living circle is single, the life is regular, and the media contact is limited, mainly the campus media.

3. Strengthen brand promotion in the minds of college students, and pay attention to the use of campus media.

Family consumer groups:

Purchase situation, brand price, taste and nutrition

Selection ratio: 66.2%%33.8%%

? When the family, a consumer group, chooses instant noodles, I find that the family attaches great importance to the brand, but doesn't care about the taste and price. They think that as long as they eat, the price is not a problem, but the quality. I only choose instant noodles when I am very busy, and in most families with children, I eat instant noodles because children want to eat them.

VI. Analysis of the survey results

(I) Analysis and summary of the current market situation

For a long time to come, the occupation pattern of the giants in the instant noodle market in China will not change greatly, but the performance of small and medium-sized enterprises is the focus of the industry. At present, the instant noodle market in China presents the following characteristics:

1. The market concentration is high and the competition pattern has been formed.

the concentration of instant noodle brands is getting higher and higher, and its main competing products in the market are basically strong brands such as Master Kong, Uni-President, Hualong and Baixiang, while small manufacturers as low-end products are gradually declining in the market, the trend of industry monopoly is becoming more and more obvious, and oligopoly competition is beginning to emerge. The concentration of the instant noodle market is very high, and only two brands, Master Kong and Uni-President, account for 6% of the whole market share.

2. The market tends to be saturated and the development space is limited.

judging from the market competition pattern, although there are many brands in the instant noodle market, the growth space of each brand market is relatively limited. The technical content of instant noodles is low and the entry threshold is not high, so there are many brands entering the market, even if there are different varieties under the same brand. In addition, instant noodles as fast-moving consumer goods are difficult to cultivate high brand loyalty, and the degree of differentiation is not high. It is not easy to stand out in a certain respect. Based on the above factors, after more than ten years of rapid growth, the instant noodle market has become saturated.

3. When the product goes up, the channel moves down.

Through market visits and observation, it is found that the products of major instant noodle manufacturers are going up, and the high channel fees make the industry's meager profits lead to the adjustment of corporate strategic behavior.

4. Improving product strength and brand upgrading is the future trend of the industry.

With the increasing consumption rationality of consumers from all walks of life, people are increasingly aware of instant noodle brands. Through promotion, promotion and advertising, it will become the marketing focus of manufacturers to upgrade products and brands, enhance the terminal tension of products and promote the interactive communication between products and consumers.

5. Integrated marketing will become the main weapon in the next round of instant noodle market competition.

pay attention to the market demand of consumers; Pay attention to the cost of products that consumers are willing to pay for, that is, purchasing power; Pay attention to the convenience of consumers' purchase, that is, the positioning of products and channels; It will be the focus of the marketing department to pay attention to the interaction and communication with consumers in many aspects and comprehensively use the combined strategic means of products, prices, channels, promotions, communication and services to achieve an all-round breakthrough in "land, sea and air".

6. Market segmentation and product segmentation are becoming more and more obvious.

judging from the promotion strength and speed of new products of competing manufacturers in the market, the competitive advantage of the instant noodle market in the future will be concentrated in the promotion speed of products and markets, and the competition of speed will be more obvious, and the scale and degree of market segmentation and product segmentation will be higher and higher. Creating new product concepts, finding new product demands and guiding the market consumption trend will become the focus of work for instant noodle manufacturers.

7. Fried noodles will still be the mainstream.

from "refusing frying to keep healthy" to "non-frying is healthier", the appearance of the grain Dojo has set off the competition of "non-frying" instant noodles. However, with the withdrawal of the grain Dojo from the market, most consumers have not deeply recognized the health concept of non-frying, and the taste of non-frying is different and the marketing skill is mediocre, which makes non-frying destined to be a non-mainstream product.

(II) The Future of Instant Noodle Enterprises

In recent years, the profit of the instant noodle industry is getting thinner and thinner, and it is difficult to ensure the development momentum unless it has certain advantages in scale. Although there are still many