Objectives of the survey
1, take consumers as the object, understand the motivation, process and facts of purchasing in casual clothing of university college students;
2, basically define the potential consumers of xxxxx, as well as their basic situation;
3, understand the media contact situation and habits of the target consumers, and understand the effect of the product's Advertising media selection and the effectiveness of advertising forms;
4, analyze the sales opportunities and potential in different geographic regions;
5, analysis of product market development;
6, the market share of competing products and the basic marketing strategy;
7, through the market research review of the current marketing model;
8, combined with the market research in the surveyed area to carry out an appropriately scaled The surveyed place to carry out a suitable scale of promotional activities and brand promotion activities.
Contents of the survey
To understand the leisure brands that consumers often buy.
To find out the frequency of purchase by consumers.
To understand the consumer's perception of the brand.
To understand the influence of the three elements of clothing on consumer purchases.
To understand the price range of consumers.
There is no past loss of consumers, what is the reason;
The company's product packaging, price, performance, quality and other evaluations;
The product brand awareness;
To learn about the product's packaging and the sale of the market has no impact on consumer purchases;
10, to understand the consumer's interest in door-to-door delivery or not
11, to understand the general tendency of consumers to buy on what occasions;
12, to understand the role played by personnel marketing in the consumer buying process;
13, to understand the role of the product information in the outlets;
14, through what channels know about this product;
15, to understand the basic situation of consumers.
Survey Methods
1, area:
2, the survey object: sampling part of the university students. p>xx 140 140 140 140 140 140 140 140 140 140 140 140 840
xx 140 140 140 140 140 140 140 140 140 140 140 840
Store personnel 3-5 3-5 3-5 3-5 12 -20
Retail Store Owner 1-2 1-2 1-2 1-2 1-2 4-8
In-depth Interviews 10 10 10 10 10 10 10 10 50
Total 718 718 718 718 710 710 718 4300
4. Sample method: take all the questionnaires recovered after eliminating the invalid ones as the sample, and no more sampling; among them, the consumer questionnaires were counted separately according to the region;
5. Survey method: all of them take the interview method;
6. Statistical method: trend analysis and correlation analysis And use .
7, the proportion of survey respondents allocation: male 40% female 60%
8, the school of the survey respondents allocation: science and engineering: 60% arts and history 30% art 10% other 10%
Questionnaire design
1, the main object of the survey is the consumer, so the consumer for the consumer designed two questionnaires. 2, the first questionnaire is mainly carried out by the students is the main objective of this survey.
2, the first questionnaire is mainly used by the students. Is carried out by the students is the subject of this survey, the questionnaire is mainly by the selected universities
student union cadres according to the company's requirements to assist.
3, the second questionnaire is answered by promoters and retail store owners, this questionnaire is mainly used to understand the company's current use of marketing tools, and competitive product trends.
4, in addition to the design of a set of in-depth interview outline, the purpose is to want to talk through the proximity of some college students to understand some of the personal privacy of the consumer as a reference for the survey.
Preliminary work of the survey
Recruitment of investigators by the Department of Market Research to contact the selected college student union cadres.
In principle, each region 3 working days. In special cases, one day will be added.
The person in charge of the survey will be one person each from the City Survey Department and the Planning Department.
Implementation of the survey
Based on the above areas from south to north gradually implemented, is scheduled to be completed within 20 days.
Questionnaire recovery and organization
1, consumer questionnaires in the completion of the survey at the same time for recovery, promoters and dealers questionnaires in the next day for recovery, in-depth interview materials in the end of the survey within three days after the return of the head office of the Planning Department.
2, the organization of the questionnaire by the company's departments to complete the evening.
3, the questionnaire statistics by the company's departments to complete the evening.
Eight, the cost of budget
4300 copies of the questionnaire to the printing costs to the actual finalized subject. In addition, the company has the discretion to give the participants a certain amount of clothing in kind as a reward. Prizes for the survey, finalized by the company's planning department.