Instant Noodles Market Research Report Sample 1
I. Investigation report time
The investigation time is XX month XX
II. Investigation Report Place
This investigation was carried out in XXX place
III. Purpose of the investigation
As the pace of people's life continues to accelerate, people's dietary life has also been y marked by the times. Because instant noodles offer great convenience to everyone, they have become an indispensable food component in many people's lives. When it comes to instant noodles, many people will immediately think of the brand so-and-so, which is almost a household name in China. "So-and-so" is a cute animated character, and has built a "So-and-so" food kingdom in the Chinese market with the image of a healthy and delicious food expert. College students are an important consumer group of instant noodles, through a comprehensive survey and analysis of the product market, to understand the so-and-so instant noodles in the market share.
After investigation and analysis: the survey then sampled 20 people.
So-and-so is the largest domestic brand of instant noodles, according to the market survey questionnaire, most people prefer to buy instant noodles is so-and-so, the reason for purchase, one is because of the brand effect, the second is because it is delicious.
Students are generally inseparable from the instant noodles, and students will generally choose the instant noodles in what circumstances?
According to the survey:
Lazy. Many students are too busy studying, too lazy to go to dinner or see too many people eating in the cafeteria when classes are late, they will choose to eat instant noodles.
Poor. Students themselves belong to the consumer group, eat instant noodles to save money.
People who use computers all day. A large part of students like to play games or learn computer software. This part of the people on the computer is not willing to leave, many times will choose instant noodles such as fast food diet.
Single. People who don't like to go to the cafeteria alone will choose instant noodles.
People who really like instant noodles.
[Survey results]
Factors affecting college students' choice of instant noodle brands:
There are many factors affecting college students' purchasing of instant noodles. Among them, factors such as "good reputation, people around them eat a lot, the product has a green food label, the product packaging ingredients are more sophisticated, the brand advertisement is impressive" and other factors will have a relatively large impact on the purchase of instant noodles by college students.
"People around me eat a lot of instant noodles" indicates that college students have a strong tendency to follow the crowd, which proves that brand penetration has an important influence on college students' purchasing of instant noodles. Further, brand penetration is highly correlated with brand trial rate, and the occurrence of brand trial rate depends on high brand awareness. Advertising, on the other hand, is an important means of rapidly increasing high brand awareness. This is echoed by the fourth factor brand advertisements are impressive and the latter further suggests the important impact of advertisements on college students' consumption. In addition, the product has a green food label, the product packaging ingredients are more sophisticated on the college students to buy instant noodles is also relatively strong influence.
In short, instant noodles have become an important part of college students' daily life, and have a huge market value; for each manufacturer, how to effectively segment this market and effectively publicize and promote according to the segmentation is the most important task for brands to quickly seize this market.
Instant Noodles market research report sample two
If you use the "blossom" to describe China's instant noodle market a few years ago, it can be said that it is not too much. But in recent years, the industry has found that the past instant noodle market that "lively" scene no longer exists, replaced by two or three major brands to divide the world "calm" situation. Instant noodles market for college students is no exception, also divided by a few major brands, how big is the cake of the instant noodles market for college students? How do college students perceive instant noodle brands? What are the habits of college students in consuming instant noodles? Comparison and analysis of the survey data about the college student instant noodle market may be able to provide manufacturers and merchants with evidence to answer these questions. Competition: Oligopoly market survival of the fittest 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 reshuffling in the national instant noodle market, what is left is basically a handful of companies with economic scale, relatively high technological content and monopoly in the market, showing an oligopoly market structure. After the cognitive situation of instant noodles for college students around the world, Master Kong has a clear advantage and continues to sit at the top, White Elephant is slightly ahead of Unity in second place, Hualong follows Unity in fourth place, and the rest of the brands are not worth mentioning in front of these four giants.
In the survey of college students' favorite instant noodle brands, the situation has changed slightly, however, Master Kong still leads the instant noodle market, big bone noodles in second place, according to the latest market conditions, big bone noodles rising momentum. Compared to the big bone noodles Imarang downward trend is obvious, may be with the recent Japan and international relations to deal with the tensions caused by. Unified 100 position example of the first four last place. In the top five, the white elephant's big bone noodles and cow noodles occupy two seats, which, big bone noodles single product monthly sales have exceeded 100 million yuan, which is related to the white elephant product structure adjustment in recent years.
As a result, the instant noodle industry has fully entered the oligopoly period. The characteristics of its performance: oligopoly in the consumer group has formed an unshakeable position, other enterprises in a period of time is difficult to enter the market, the competition is mainly carried out in the oligopoly.
Consumer consumption purpose: auxiliary staple food, occupying part of the cost of living college students to buy instant noodles is mainly to fill up the purpose of hunger, not like eating meals as a fixed time, on time meals, hungry to eat, which may have something to do with the university life environment, plenty of time after school, the freedom of the study life, so that students are more to the instant noodle simple, fast, and aspects of the solution to their own food and drink. Although there is no fixed time to eat, most students still have a fixed place to eat instant noodles, usually on campus, and the frequency of use is very high. Monthly consumption of instant noodles between 6 yuan and 20 yuan accounted for more than 80\%, and the monthly cost of purchasing instant noodles for college students is mainly between 20---40 yuan, which shows that the cost of purchasing instant noodles is still relatively high in the monthly living expenses of college students. From the understanding of college students around the world, we found that college students have become one of the major consumers of instant noodles. This shows that instant noodles have become one of the main food items used by college students. *Knowledge. Although, in recent years, whether in the process of instant noodles or in the material have made greater improvements, but have not been able to fundamentally change the status quo of instant noodles without nutrition. Survey shows that: no nutrition is becoming a major weakness of instant noodles, more than half of the consumers think that the biggest disadvantage of eating instant noodles is that there is no nutrition. College students also pay attention to the choice of flavor when choosing instant noodle brands. The main concern of college students when purchasing instant noodles is that the soup is fresh and flavorful, and the price is affordable. During the survey, a test was done on college students' choice of nutrition and price, i.e., whether consumers would buy nutritious instant noodles around 2-3 RMB, and it was found that college students attached more and more importance to the nutritional and flavor value of instant noodles, and more than nearly 30% of the consumers indicated that they would definitely or would buy nutritious and good-flavored instant noodles. Therefore, from this point can also be seen, in the future competition in the market of instant noodles, the influence of price is gradually replaced, how to do a good job in the nutritional aspects of the article will be an important factor in determining the future. It is understood that, in terms of nutrition, the white elephant has walked in the forefront of nutritional instant noodles, such as her launch of the white elephant big bone noodles noodles, rich in natural collagen, big bone soup body strong, etc., has achieved good market results, which shows that the future of the instant noodle market can only rely on the nutrition to feed the big.
The survey visited 10 cities in Henan, Shandong, Northeast China, Shaanxi, Shanxi, Nanjing, Anhui, etc. Nearly 1,000 samples were collected from college and university students in the last 10 cities, of which the proportion of male respondents was slightly higher than that of females, with undergraduates dominating the educational level at 75.9\%, and a small number of specialists and a few postgraduates being the others. Adoption of the research organization in conjunction with the "sales market" and several other domestic professional magazines for the study to do a detailed analysis, for the enterprise business to provide a basis for reference.
Instant Noodles Market Research Report Essay 3
I. Purpose of the research
The purpose of market research is to provide information for market sales, and provide decision-making basis for decision-makers. Through the research, deepen the perceptual understanding of the theory of the specialty studied, exaggerate the eye, broaden the horizons, and can apply and experiment with the theoretical knowledge learned, improve the ability to analyze and solve problems. To write a thesis to lay the foundation for better adaptation to 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 month-long market research in the supermarket. The survey is based on questionnaires, supplemented by interviews, observation and secondary data and other methods of investigation, and strive to make the survey comprehensive and accurate.
Research methods: sampling method, questionnaire method, literature search method.
Third, the time and place of the research
Time:
Place:
Fourth, the background of the research
Currently, instant noodles have become an international convenience food. According to approximate statistics, the annual global consumption of instant noodles is 65.25 billion, of which about 1/3 is consumed by China, and our country has become the world's largest producer and consumer of instant noodles. In the past 10 years, China's instant noodle industry in the "hand of the market" to promote the pace of innovation continues to accelerate, the overall level of development has been significantly improved. At present, China's instant noodle industry urgently needs to change from the pursuit of production to improve the quality, so as to realize the industrial structure and product structure diversification, enhance the overall value of the industry.
V. Content of the research
The research mainly targets students and family groups, with 100 research reports for each group. The results of the survey are as follows:
Students:
The main motivation for purchasing Brand Price Flavor Nutrition
Proportion of choices 32%38%20%10%
? In the survey of students' choice of instant noodles, I found that 38% of students are very concerned about the price, 32% of students are very concerned about the brand, and for the taste and nutrition is not very concerned about the most convenient solution to hunger on the line, so in general the price to a certain extent affects the rate of their purchase.
Characteristics of consumers:
1, unstable orientation, accept new things quickly, easily influenced by advertising and public relations activities.
2, living circle single, regular life, limited contact with the media, mainly contact with campus media.
3. Strong brand promotion in the minds of college students, pay attention to the use of campus media.
Family consumer groups:
Purchase of the situation brand price flavor nutrition
Proportion of choice 66.2% 0% 33.8% 0%
? In the family as a consumer group to choose the instant noodles, I found in the family for the brand is very important, and for the taste and price do not care, they think that as long as it is to eat, the price is not a problem, but lies in the quality. Only in a very busy time will choose instant noodles, and a large part of the family with children, eat instant noodles because the children want to eat so they will go to buy.
Sixth, the research results of the analysis
(a) analysis and summary of the current market situation
For a long time to come, China's instant noodle market giant entrenched in the pattern will not change, but the performance of small and medium-sized enterprises is the focus of the industry's attention. At present, China's instant noodle market presents the following characteristics:
1. High market concentration, the competition pattern has been formed.
The concentration of instant noodle brands is getting higher and higher, and its main competitors in the market are basically strong brands such as Master Kong, Uni, Hualong, White Elephant, etc. As the low-end products of small manufacturers are declining in the market, the trend of monopoly in the industry is becoming more and more obvious, and oligopoly is showing its beginnings. The concentration of the instant noodle market is very high, only Master Kong and unified two brands occupy 60% of the entire market share.
2, the market tends to be saturated, limited space for development.
From the competitive landscape of the market, the instant noodle market is characterized by a large number of brands, but the growth space of each brand is limited. Instant noodles of low technical content, the entry threshold is not high, so enter the market brand is very much, even under the same brand there are different varieties, in addition to the instant noodles as a fast moving consumer goods is difficult to cultivate a high degree of brand loyalty, coupled with the degree of differentiation is not high, it is not easy to stand out in a certain way. Based on these factors, after more than a decade of rapid growth, the instant noodle market has become saturated.
3, the product upward, the channel to move down.
Observed through market visits, found that the major instant noodle manufacturers of products are upwardly mobile, the high cost of the channel, making the industry's profit margins lead to the results of the adjustment of corporate strategic behavior.
4, enhance product power and brand upgrading is the future direction of the industry.
With the enhancement of consumer rationality at all levels of consumers, people are now increasingly cognizant of the brand of instant noodles. Through the promotion, promotion and advertising to achieve product and brand upgrading, to enhance the product terminal pull, to promote the product and consumer interaction and communication will become the center of gravity of the marketing of the manufacturers.
5, integrated marketing will become the next round of competition in the instant noodle market the main weapon.
Focus on consumer market demand; focus on consumers to buy the product cost, that is, purchasing power; focus on the convenience of consumers to buy, that is, the positioning of products and channels; focus on multiple aspects of interaction and communication with consumers, the comprehensive use of products, prices, channels, promotions, communication, service and so on, a combination of strategic means, to achieve the "air, land and sea! "A full range of breakthroughs, will be the center of the work of the marketing department to focus on.
6, market segmentation and product segmentation is becoming more and more obvious.
From the current market of competing manufacturers of new product promotion efforts and launch speed, the future competitive advantage of the instant noodle market, will focus on the promotion of the product and the market speed, the speed of the competition will be more pronounced, the market segmentation and product segmentation of the scale and the degree of chemical will be more and more high, to create a new concept of the product, looking for a new product appeal, to guide the market trend of consumerism will become the instant noodle! The manufacturers will be centered around the center of gravity.
7, fried noodles will remain the mainstream.
From "refuse to fry, stay healthy" to "non-fried health", the emergence of the five-grain dojo set off a "non-fried" instant noodles competition. However, with the withdrawal of Gokudojo from the market, most consumers do not recognize the depth of the non-fried health concept, non-fried taste of the different opinions and marketing skills of the mediocre, so that non-fried is destined to be a non-mainstream product.
(B) the future of the instant noodle business
In recent years, the instant noodle industry's profits are getting thinner and thinner, if not in the scale of a certain advantage, it is difficult to ensure the momentum of development. Although there are still many foreign brands have entered the Chinese market, but they want to shake the market position of the industry giants is not something that can be achieved in a short period of time, but the possibility of these brands in a certain market segment beyond Master Kong is still quite large.
1, technology and product innovation is still the theme and core.
China's mainland instant noodles since 20 ** Master Kong landed so far, after 18 years of rapid development, the whole industry has entered a benign state of slowing down the growth rate of the consolidation stage, innovation is the only way out.
From the industry's direction in the first half of 20**, we can clearly capture the two main ways of innovation in the industry: one is the value enhancement of fried instant noodle seasoning, mainly by large enterprises. The emergence of new products, reflecting the value of large enterprises will be the value of instant noodles, from the body of the pasta to the value of the transfer of seasonings, in order to quickly broaden the sales target; Secondly, as a result of the successive launch of miscellaneous grain noodles, wonton noodles, the formation of the industry's board to increase the capacity of the industry, and will continue to develop in the future. It is mainly reflected in the structural innovation of the opposite body.
2, talent is an important capital of the enterprise.
Whether it is their own training or parachute borrowing external brain, the development of the enterprise's largest intangible assets should be harnessing the brand and assets of the people, instant noodle enterprises in the hiring mechanism is flawed, because most of the small and medium-sized enterprises are located in inland cities, economically underdeveloped, and therefore, in the hiring of people tend to be biased, they are outward-looking, less innovative, of course, in the introduction of a large number of talents. Indeed, there are some marketing or professional people, advanced marketing concepts, rich foreign work experience brought into the enterprise, to the enterprise blew a fresh wind, so that the enterprise has been rapid improvement and development.
3, profit and sales, bigger and stronger choice: to be a strong and profitable business.
With the accelerated pace of competition in the instant noodle industry in recent years, the instant noodle SMEs have also begun to face the bottleneck of growth, () but also seems to be more caught up in the development of the confusion, therefore, the instant noodle industry after many years of rapid development, and now it is time to should be reviewed, reflect and innovate, China's instant noodle SMEs do not exist in a collective breakout, the next test is that the strongest survive! The next test is the survival of the strongest pattern of reshuffling and consolidation.
The data show that 67.5% of Chinese people have eaten instant noodles in the past year. It's hard to think of a food product with such a high penetration rate.
(C) Analysis of Instant Noodles Brands
The following is a list of the top ten brands in China's instant noodles market:
1, Master Kong's braised beef noodles, Noodle Buster, Fumando
2, Unified 100, Good and Strong, and Qiaoqiang Miankan
3, White Elephant Instant Noodles
4, Hualong-Jinmayang
5, Huafeng Instant Noodles
6, Siyuan - Smet
7, Nanjiecun instant noodles
8, Tianfang instant noodles
9, Jinfeng instant noodles
10, Guohua instant noodles
VII, the research conclusions
Students, middle school students and high school students mostly like to eat instant noodles, many parents are willing to buy for their children, and There are times when parents are busy to let their children take instant noodles as their staple food, if instant noodles can be tasty and nutritious, so all the problems will be solved. For brand loyalists which are users of other brands are also the consumer group nowadays. Do not eat instant noodles crowd, this type of crowd is not not eat at all, but in no particular emergency or special no conditions based on is not often eat instant noodles.
Eight, research experience
This market research let me realize the importance of the goal, to do a thing to have its purpose or goal, just like the market research. The goal is our way forward, with the goal, I have to design a variety of plans to achieve the goal. In the process of planning, recognize the problems and keep improving. In this market research, I felt for the first time the hardship of committing myself to social work. Facing the unfamiliar masses, I gathered courage and questionnaires and was rejected many times. At the same time, I feel that I have problems in social interpersonal communication and exchange, and learned a lot of knowledge that is not in the textbooks. The experience of the process of this research will play a great role in my future work and study.