First, the investigation report time
The time of this survey is XX, XX.
Two. Location of investigation report
This survey was conducted in XXX.
Third, the purpose of the investigation
With the accelerated pace of people's life, people's diet life is also deeply branded with the times. Because instant noodles provide great convenience for everyone, it has become an indispensable food component in many people's lives. When it comes to instant noodles, many people will think of XXX, a brand that is almost a household name in China. "So-and-so" created cute cartoon characters 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: 20 people were sampled immediately in this survey.
So-and-so is the biggest instant noodle brand in China. According to market research, most people will choose XXX when buying instant noodles. The reason for buying instant noodles is brand effect and delicious.
Students are generally inseparable from instant noodles. Under what circumstances do students usually choose instant noodles?
According to the survey:
Lazy. Many students are too busy studying to eat, or they will choose instant noodles when they see too many people eating in the cafeteria after class.
Pity. Students themselves belong to consumer groups, so eating instant noodles saves money.
People who use computers all day. Many 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 shadow. People who don't like going to the canteen alone will choose instant noodles.
People who really like instant noodles.
[survey results]
Influencing factors of instant noodle brand selection for college students;
There are many factors influencing college students to buy instant noodles. Among them, factors such as "good reputation, eating more people around you, 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 us 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, brand penetration is highly correlated with brand attempt rate, and the occurrence of brand attempt rate depends on the high popularity of the brand. Advertising is an important means to quickly enhance the brand's high visibility. This echoes the fourth factor-brand advertising, which further illustrates the important influence of advertising on college students' consumption. In addition, products with green food labels and beautifully packaged ingredients have a 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 huge market value; For each manufacturer, how to effectively segment this market and promote it effectively according to the segmented market is an urgent task for brands to seize this market quickly.
Fan, instant noodle market survey report
It is no exaggeration to describe the instant noodle market in China a few years ago with "a hundred flowers blossom". 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 the "calm" situation in which two or three brands share the world. 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 are college students' perceptions of instant noodle brands? What are the habits 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 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 one of the few with economic scale, relatively high technology content and monopoly market position, showing an oligopoly market structure. Judging from college students' cognition of instant noodles in various countries, 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 other brands are not worth mentioning in front of these four giants.
When investigating the instant noodle brands that college students like, the situation changed slightly. However, Master Kong still leads the instant noodle market, ranking second with big bones. According to the latest market situation, Oshima has a good upward trend. Compared with Oshima, the downward trend of Jinmailang is obvious, which may be caused by the recent tense handling of relations between Japan and the international community. Uni-President 100 case is the first four and the last one. Among the top five, white elephant's big bone noodles and beef noodles occupy two seats, of which the monthly sales of big bone noodles have exceeded 654.38 billion yuan, which is related to the product structure adjustment of white elephant in recent years.
As a result, the instant noodle industry has completely entered the oligopoly period. Its characteristics are: oligopolistic enterprises have formed an unshakable position among consumer groups, and it is difficult for other enterprises to enter this market for a period of time, and competition is mainly carried out among oligarchs.
Consumer's consumption purpose: supplement staple food, accounting for part of living expenses. The purpose of college students to buy instant noodles is mainly to satisfy their hunger, rather than having a fixed meal time, eating on time and eating when they are hungry, which may be related to the university living environment. Sufficient spare time and free study life allow students to solve their own 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 they use it frequently. The monthly consumption of instant noodles accounts for more than 80\% between 6 yuan and 20 yuan, and the monthly consumption of instant noodles of college students is mainly between 20 and 40 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. With "nutrition", the instant noodle market can be "nurtured"
I remember an interesting phenomenon, that is, many people add eggs, ham, cold salad and other foods when eating instant noodles, which shows that instant noodles have no nutrition and have become people's consumption knowledge. Although the technology and materials of instant noodles have been greatly improved in recent years, it has 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 the delicious soup and the affordable price. In the process of investigation, we made a test on the nutrition and price choice of college students, that is, whether consumers will buy nutritious instant noodles around 2-3 yuan. We found that college students pay more and more attention to the nutrition and taste value of instant noodles, and nearly 30% consumers said they would definitely or would like to buy instant noodles with rich nutrition and good taste. Therefore, it can be seen from this point that in the instant noodle competition in the future market, the influence of price is gradually being replaced, and how to make good nutrition will be an important factor in determining the future. It is understood that in terms of nutrition, white elephants have always been at the forefront of nutritious instant noodles. For example, her big bone-faced white elephant is rich in natural collagen, and the big bone soup is full of vigor and has achieved good market results. This shows that the future instant noodle market can only be raised by nutrition.
This survey visited Henan, Shandong, Northeast China, Shaanxi, Shanxi, Nanjing, Anhui and other cities 10, and collected nearly a thousand samples of college students in 10. Among them, the proportion of male respondents is slightly higher than that of female respondents, and their academic qualifications are mainly undergraduates, reaching 75.9\%, while others are a few junior college students and a few graduate students. Through research institutions and several professional magazines in China, such as Sales Market, this study is analyzed in detail, which provides reference for enterprises and businesses.
Fan Wensan, Instant Noodles Market Survey Report
I. Purpose of the investigation
The purpose of market research is to provide information for market sales and provide decision-making basis for decision makers. Through investigation, we can deepen our perceptual knowledge of the professional theories we have learned, exaggerate our horizons, broaden our horizons, apply and experiment the theoretical knowledge we have learned, and improve our ability to analyze and solve problems. Lay a good foundation for writing graduation thesis, so that you can better adapt to the needs of work after graduation.
Second, research methods
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, observations and second-hand materials, making the survey comprehensive and accurate.
Research methods: sampling survey, questionnaire survey and literature retrieval.
Third, the time and place of the investigation.
Time:
Location:
Fourth, the research background
At present, instant noodles have become an international convenience food. According to general statistics, the annual consumption of instant noodles in the world is 65.25 billion, of which about13 is consumed by China, and China has become a big producer and consumer of instant noodles in the world. /kloc-In the past 0/0 years, driven by the "hand of the market", the innovation pace of the instant noodle industry in China has been accelerating, 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, realize the diversification of industrial structure and product structure, and enhance the overall value of the industry.
Verb (abbreviation for verb) the content of the survey
The research is mainly aimed at students and family groups, and each group has 100 research reports. The findings are as follows:
Student:
The main motives for buying are brand price, taste and nutrition.
The selection ratio is 32%38%20% 10%.
? In the survey of students' choice of instant noodles, I found that 38% students are very concerned about the price and 32% students are very concerned about the brand, but they are not very concerned about the taste and nutrition, but the most convenient way to solve hunger, so in general, the price affects their purchase rate to a certain extent.
Consumer characteristics:
1, unstable orientation, quick to accept new things, easily influenced by advertising and public relations activities.
2, single circle, regular life, limited contact with the media, mainly contact with campus media.
3. Strengthen brand promotion among college students and attach importance to the use of campus media.
Household consumer groups:
Purchase situation, brand price, taste and nutrition
The selected proportion is 66.2%0%33.8%0%.
? When the family, a consumer group, chooses instant noodles, I find that the family values the brand very much, but doesn't care about the taste and price. They think that as long as they eat, the price is not the problem, but the quality is the problem. 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.
An analysis of the survey results of intransitive verbs
(A) analysis and summary of the current market situation
For a long time to come, the occupation pattern of China instant noodle market giants 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 some characteristics:
1, the market concentration is high, and the competition pattern has been formed.
The brand concentration of instant noodles 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 appear. The market concentration of instant noodles is very high, and only two brands, Master Kong and Uni-President, account for 60% 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 limited. Instant noodles have low technical content and low entry threshold, so there are many brands entering the market, even under the same brand, there are different varieties. 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 one 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 increasing in price, and the high channel fees make the industry's profits meager, which leads to the adjustment of corporate strategic behavior.
4. Improving product strength and brand upgrading is the future trend of the industry.
With the enhancement of consumer rationality at all levels, people's awareness of instant noodle brands is getting higher and higher. Through promotion, promotion and advertising, it will become the marketing focus of manufacturers to enhance products and brands, enhance the terminal tension of products and promote the interactive communication between products and consumers.
5. Integrated marketing will be the main weapon in the next round of instant noodle market competition.
Pay attention to the market demand of consumers; Pay attention to the product cost that consumers are willing to pay, that is, purchasing power; Pay attention to the convenience of consumers to buy, 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 such as products, prices, channels, promotion, 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 strength and speed of new product promotion of competitors in the market, the competitive advantage of the instant noodle market in the future will focus on the promotion speed of products and markets, and the competition for 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, discovering new product demands and guiding market consumption trends will become the focus of instant noodle production enterprises.
7. fried noodles will still be the mainstream.
From "refuse to fry and stay healthy" to "non-fried is healthier", the appearance of the grain Dojo has set off the competition of "non-fried" instant noodles. However, with the withdrawal of the Grain Dojo from the market, most consumers do not have a deep understanding of the health concept of non-frying. The taste of non-frying is different and the marketing skill is mediocre, which makes non-frying destined to be a non-mainstream product.
(B) the future of instant noodle enterprises
In recent years, the profit of instant noodle industry is getting thinner and thinner. Unless there is a certain advantage in scale, it is difficult to ensure the development momentum. Although there are still many foreign brands entering the China market one after another, they are unlikely to shake the market position of the industry giants in a short time, but it is very likely that these brands will surpass Master Kong in a certain market segment.
1, technology and product innovation are still the theme and core.
Since Master Kong landed in Chinese mainland in 20** years, after 18 years of rapid development, the whole industry has entered the consolidation stage of benign growth slowdown, and innovation is the only way out.
From the industry trend in the first half of 20**, we can clearly capture two main innovative ways in the industry: First, the value of fried instant noodle seasoning has been promoted by large enterprises. The appearance of new products shows that large enterprises have shifted the value of instant noodles from noodles to seasonings, thus rapidly broadening the sales targets; Secondly, due to the continuous introduction of miscellaneous grains noodles and Wonton Noodles, the sector capacity of the industry has increased and will continue to develop in the future. Mainly reflected in the structural innovation.
2. Talent is an important capital of an enterprise.
Whether it is self-cultivation or borrowing from the outside world, the biggest intangible asset for enterprise development should be the person who controls the brand and assets. There are defects in the employment mechanism of instant noodle enterprises. Because most small and medium-sized enterprises are located in inland cities, the economy is underdeveloped, and there is often prejudice in employing people. They look outward and have a poor sense of innovation. Of course, among the large number of talents introduced, there are indeed some marketing or professionals who have brought advanced marketing concepts and rich experience in foreign investment.
3. Profit and sales volume, the choice of becoming bigger and stronger: to be a powerful and profitable enterprise.
With the acceleration of competition and cooperation in the instant noodle industry in recent years, small and medium-sized instant noodle enterprises have begun to face growth bottlenecks. () However, it seems that they are more confused about development. Therefore, after years of rapid development, it is time to examine, reflect and innovate. Small and medium-sized instant noodle enterprises in China have not yet broken through collectively, and the next test is to reshuffle and consolidate the final pattern of the survival of the strong.
Relevant data show that 67.5% of China people have eaten instant noodles in the past year. It is difficult to find a food with such high permeability.
(C) brand analysis of instant noodles
The following are the top ten brands in China instant noodle market:
1, Master Kong braised beef noodles, Mianba, Fumanduo
2. Unity 100, Haojin Road, buckwheat noodle restaurant.
3. White elephant instant noodles
4. Hualong-Jinmailang
5. Huafeng instant noodles
6.Siyuan-Smet
7. Instant noodles in Nanjie Village
8. Tian Fang instant noodles
9. Jinfeng instant noodles
10, Guohua instant noodles
Seven. Investigation conclusion
Most students, middle school students and high school students like instant noodles, and many parents are willing to buy them for their children. Sometimes, when parents are busy, they should let their children eat instant noodles as their staple food. If instant noodles are delicious and nutritious, all problems will be solved. Loyal users of brands, that is, users of other brands, are also current consumer groups. People who don't eat instant noodles don't eat instant noodles at all, but they don't eat instant noodles often on the basis of no special emergency or special circumstances.
Eight, research experience
This market survey made me realize the importance of goals. To do something, you must have a purpose or goal, just like market research. The goal is our direction. With a goal, I will design various plans to achieve it. In the process of planning, recognize the problems and make continuous improvement. In this market research, I felt the hardship of investing in social work for the first time. Facing strangers, I got up the courage and asked for a questionnaire, which was rejected many times. At the same time, I also felt my problems in social interpersonal communication and learned a lot of knowledge that was not available in textbooks. The experience in this investigation will play a great role in my future work and study.