Market Research Report
Market Research Report. In the workplace, we want to implement a program can first do a market research, so that we can understand what the group always need. Then the next step is for me to bring you a detailed understanding of the market research report.
Market Research Report 1
First, the basic situation of the Ebay supermarket
Ebay supermarket is a large chain of integrated supermarkets under the South Korean New World Group, the South Korean retail giant is preparing for rapid expansion in China. According to the information provided by the person in charge of Ebay, the New World Group is Korea's largest commercial distribution group, with department stores and large-scale integrated supermarkets and other forms of business. At present, Ebay supermarket in South Korea has 70 stores, occupying 32% of the market share in South Korea, the number of stores and sales are more than Wal-Mart and Carrefour in the local market sum.
In 19__, Korea New World opened the first Ebay supermarket in China in Shanghai, and now, Shanghai Ebay has opened 5 stores. According to Cao Tie, deputy general manager of Tianjin E-Mart, New World plans to open 25 stores in China in the near future, targeting major cities such as Shanghai, Tianjin and Beijing to form a nationwide store network. Sources said that Ebay will invest at least 500 million U.S. dollars to layout the Chinese market. As the largest commercial distribution group in South Korea, the New World Group of South Korea has chosen cooperative operation for its retail chain in China, and its main partners are Shanghai Jiubai and Tianjin TEDA at present.
Second, the background of the survey
(a) the survey object
The object of this survey is the households around the Ebay in Kunshan City, wage earners and so on, this survey in the form of a random sampling sample drawn sample of 45 people for investigation and research.
(2) survey purpose
This survey is mainly based on the following two purposes: First, the people of Huaqiao City on the Ebay's products, service attitudes and other general
overall survey, and secondly, through the survey of consumers in the Ebay, trying to interpret the requirements of the masses of supermarkets and buy things now hope to get the feeling.
Three, the questionnaire recovery
The questionnaire survey is for the Kunshan City, Huaqiao Ease of Buy supermarket in the local satisfaction situation, through detailed data to reflect the position of Ease of Buy in the minds of the public. The content involves: consumer satisfaction with product quality, cashier speed, product price, brand variety; consumer evaluation of the mall's service attitude, the mall's promotional activities; consumer comparison of the mall with the mall in mind; consumer's conception of the mall in mind. This survey uses "random sampling" method to select consumers. The survey recovered 100 questionnaires ****. Among them, 45 valid questionnaires, 55 invalid questionnaires, the effective rate of 45%. The survey method of random sampling and secondary data collection and analysis.
The questionnaire was distributed on November 14, 2012 (completed on the same day), and the distribution method was randomly distributed in residential areas, supermarkets, roadsides and other locations. Among the valid questionnaires returned, occupation type:
8 service workers, 6 self-employed, 2 workers, 1 civil servant, 5 retirees, 2 farmers, 1 migrant laborer, 8 others, 2 educators, 8 students
The ratio of male to female students is about 6:4. (Gender, occupation category by the questionnaire of the 1st, 2 questions statistics)
Fourth, Kunshan City, E-Mart environmental analysis
E-Mart Huaqiao store is located in Kunshan City, Huaqiao Town, No. 269, Greenland Avenue, is E-Mart in the eastern region of East China's first store outside of Shanghai. With 220 employees, 248 supplier promoters and 95 outsourced technicians, E-Mart Huaqiao has a strong service capability. The mall occupies two floors, the first floor has a business area of 4,078 square meters, mainly dealing with daily necessities, including cosmetics, men's and women's clothing, children's clothing, bedding, literature and toys, automotive supplies, home appliances, cell phones, kitchen and bath supplies and other necessities of life; the second floor has a business area of 5,280 square meters, mainly dealing with foodstuffs, including fresh food, casual food, condiments, imported food and other varieties of commodities. The second floor has a business area of 5,280 square meters, mainly dealing with foodstuffs, including fresh goods, leisure food, seasonings, imported food and other varieties of goods. Due to Ebay's background as a Korean investor, the store also organizes popular Korean specialty foods to meet the needs of customers.
For the convenience of the surrounding residents, Ebay specially designed 10 free shuttles in the Shanghai area around Huaqiao as well as Huaqiao town, including Baihe Zhaotun Line, Anting Ring Line, Anting Outer Ring Line, Huangdu Line, and Huaxin Line in the Shanghai area; and Penglang Line, Huaqiao Ring Line, Greenland XXI City Ring Line, Lujia Line, Qiandeng and Shipu Line in the Huaqiao area.
V. Consumer Satisfaction with Ebay's Supermarkets
(a) Satisfaction with the Quality of Goods
If we divide consumers' satisfaction with the quality of goods into five grades (1, 2, 3, 4, and 5, with 5 being the highest, and 1 being the lowest), of which the grade of 1 accounted for 4%, and grade of 2 accounted for 13%, and grade of 2 accounted for 13%, and grade of 1 accounted for 4%.
(2) brand satisfaction
In the brand Ebay supermarket and the city's other supermarkets compared to Ebay hood performance as shown in Figure 2: which is very satisfied with 13%, satisfied with 33% of the general accounted for 50% dissatisfied accounted for 45%.
(C) price satisfaction
52% of people think the price is acceptable, 33% think the price is high, 11% think the price is reasonable, 4% think the price is unacceptable.
(D) Ebay Supermarket Staff Service Attitude
52% of the consumers think the staff service attitude is good, 31% of the customers think the staff service attitude is average, 13% of . Customers think the staff service attitude is excellent, 4% of customers think the staff service attitude is bad.
(V) checkout efficiency satisfaction
66% of customers believe that the checkout efficiency is high, 7% of customers believe that the checkout efficiency is low, 20 customers believe that the checkout efficiency is average, 7% of customers believe that the checkout efficiency is low.
(F) Those who need to improve on free transportation
22% think the routes should be increased, 13% think the crew should be increased, 16% think the frequency should be increased, 7% think the car environment should be improved, and 42% are indifferent.
Conclusion: Consumers are relatively satisfied with Ebay's overall satisfaction
Market Research Report 2I. Market Research
Sofas in the market are mainly divided into four types according to the material: wood, leather, fabric, and a combination of the two. Wooden sofas: built directly from various types of wood, with the cushions and backrests not trimmed with any fabric, practical and environmentally friendly. Fabric modification, practicality and environmental protection is relatively good, but the raw wood is more hard, not strong sense of comfort, there is no humanized design is difficult to meet the requirements of the modern sofa comfort;
Currently on the market sofa high-grade brands are mainly to the overall home furnishings, sofa supporting the main all have home furnishings, Dynasty Home Furniture, Hong Kong Fuderbauer, Hong Kong, Hong Kong Luck, Ikea Home Furnishings, etc., and sofa main chivas; mid-range brand The mid-range brands include Gis, Ximengbao, Century Bosen, Inovishen, Chengdu South, etc., and low-grade brands.
First, XX sofa market overview:
At present, XX sofa sales place is mainly gathered in XX street at the Ginza home furnishings, Fuya home furnishings, Eurasia Mall, East Asia Mall, Qinghe furniture, China Trade Furniture, the second print furniture city. From the product and brand level, Ginza Home, Fuya Home is a high-grade brand base, East Asia Mall, Qinghe Furniture, International Trade Furniture, the second print furniture is a convergence of low-end sofa brands from all over the world. From the business positioning, the malls have their own differentiated positioning, well-known brands, high-grade goods stores to Fuya, Ginza Furniture City concentration; mid-range and part of the professional market most of the concentration of the East Asia Furniture City; low-grade wholesale business is concentrated in the XX and XX Furniture City, Ouya is to take the road of specialized office furniture, and its the same proprietor of the Ginza Home to form a complement to the formation of the attack on the formation of the other furniture malls.
The market has been a great success.
The sofa on the market according to the material is mainly divided into leather, fabric, and the combination of the two three kinds of sofas in XX sofa sofa market sofa high-grade brands mainly to the overall home furnishings, sofas supporting the main all have home furnishings, Dynasty Home Furnishings, Hong Kong Fudebao, Hong Kong Luck, Ikea Home Furnishings, etc., and sofa main Chivas; mid-range brands, including Jissi, Ximengbao, Century Bosen, Yi The mid-range brands include GIS, Ximengbao, Century Bosen, YiNuoWeiShen, Chengdu South, etc., and the low-grade brands are gathered some small brands from XX local and other regions and counties, such as XXXX, XXXX and so on.
Third, the consumer survey:
1, the consumer segmentation characteristics of description of a (low, medium, high-grade):
a common people, the average wage earner is the main consumer group of the low-level, low-priced. Their requirements are: simple, practical and modern aesthetics; more functional, in order to make full use of the limited living space; hope that the design and style of medium and high-grade, but the price level is on the low and medium price, psychological can feel value for money. This category of consumer groups or miscellaneous brands of the world, because of its long copying and imitation, poor originality and design research and development. Therefore, they utilize their own cost advantages, attracting the majority of the lower middle class consumer groups.
b high-level consumer groups, this part of the consumer, including enterprises, institutions, managers, urban "white bone spirit" (white collar, backbone, elite). They have a successful career, independent thinking, the pursuit of personalization is more obvious. The cost-effectiveness of home furniture, design style, materials, brand positioning is more important. This part of the manufacturer more, each of them with their own original design and technical research and development for the target consumers to meet the needs of consumers in pursuit of different styles.
c High-level groups of urban nouveau riche or tycoons. This part of the people living in the top of the consumer pyramid. Generally have a villa or spacious luxury housing, the requirements of the furniture is first of all the brand to match their social or monetary status, usually choose the international brands or well-known brands.
2, consumer segmentation characteristics of the second (office, home):
a office sofa consumer group is mainly economic level in the high-level groups. Purchase group is also located in this group. Economic good people, due to the company's image or private preferences, they value the brand, so the choice is generally well-known brands. Economy in general, the choice of mid-range brands, both taking into account the image, but also to save money.
b home sofa consumer group has a wide range, covering almost all the consumers who have a family or nearly have a family. For private use of goods, they choose up quite carefully, not only pay attention to the quality, but also in the style of matching with the interior also put a lot of thought. Because of the different economic conditions, the brand of choice also varies.
3, the main factors affecting consumers to buy sofas:
Interviews with five people, the synthesis is as follows:
Consumer choice standards - no pollution, no strange smell, comfortable, reasonable style, affordable price
High consumption
Medium and low consumption - comfortable, inexpensive
The current sofa brand - Southern, Taixin, and Jinan local production fabric sofa
The current sofa brand - Southern, Taixin, and Jinan local production fabric sofa
Think now the better sofa brand is Chivas, Dynasty Home Furnishings, all have home furnishings, as well as some Hong Kong brands.
Four, the future development of sofa products trend:
Through interviews and find second-hand information, there are three major trends:
a product design and development: strive to innovate, the international integration of simplicity, comfort has become the theme of the city to relax the pressure of life;
b product use: strive to facilitate the handling, reduce the service life, the use of sofas and sofas, sofas, sofas, sofas, sofas, sofas, sofas, sofas, sofas, sofas. Convenient to carry, the use of a reduced life expectancy, color and fashionable furniture is welcomed by more and more people;
c brand: due to the increasing segmentation of the product, sofa brand was polarized development, the well-known brands to pay more attention to the construction and promotion of its brand, certain mid-range brands are eliminated in the competition, and those miscellaneous brands, small brands continue to take advantage of their own cost, price, and geographical advantages, occupy the lower and middle consumption areas. lower-middle class consumption area.
Cigarette Market Research Report
In order to accurately grasp the social inventory, grasp the market dynamics, to understand the real market demand, collect the customer's opinions and proposals on the City Council's cigarettes, so as to better cultivate the national key backbone of the brand of cigarettes; and at the same time, summarize this year's "two festivals" period of the county's cigarettes. At the same time, we summarized the advantages and disadvantages of the cigarette sales market in the county during the "two festivals" this year, and accumulated experience for future work, so as to optimize the cigarette sales market and improve the sales level of cigarettes, as well as the profitability of customers.
I. Cigarette Sales Analysis
In January and February, Yuan Guan County **** sales of 1027, 792 cases, compared with the same period last year, an increase of 10, 15%, of which one, two types of cigarettes have the largest growth, respectively, sales of 78, 644 cases and 5, 752 cases, an increase of 60, 18% and 358%. Three and four categories of cigarettes have the largest sales, accounting for nearly 73, 4% of the total sales in January and February, respectively, 213, 976 cases and 540, 156 cases, an increase of 15, 82% and 12, 55% year-on-year. Only five types of cigarettes declined compared with the same period last year, with sales of 189, 264 cases, a year-on-year decline of 13, 22%. And the average price of the bar from last year's 54, 28 yuan bar increased to 62, 82 yuan bar, an increase of 15, 73%. This encouraging result in terms of both sales and average price for the just-arrived 2010 has made a good start.
The survey of social inventory of all retail customers in Guan Guan County shows that at the end of February, social inventory *** counted 80, 53 boxes, of which the inventory is mainly concentrated in four types of cigarettes, *** 46, 35 boxes, accounting for 57, 56% of the total inventory. One and two categories of cigarettes stock less, respectively, 5, 54 cases and 0, 26 cases, accounting for 6, 8% and 0, 32% of the total stock. The inventory of category III cigarettes is 15, 25 cases, accounting for 18, 94%. Five categories of cigarettes 13, 13 boxes, accounting for 16, 30%. The average number of bars per household was 57, 36. And from the point of view of the number of articles in stock of each business, because the bioguan county mainly to grocery stores, so grocery store inventory accounted for the vast majority of the social inventory, the inventory of 71, 99 boxes, accounting for 89, 40% of the total inventory, the other business of the retailer's inventory in descending order of tobacco hotels, other, supermarkets, convenience stores, recreational services, shopping malls.
From the results of the survey, in January and February in Yiguan County to realize the opening of 2010, the total sales volume increased from 933, 108 cases in 2009 to 1027, 792 cases. From the structure of the sales of cigarettes, mainly concentrated in three, four categories of cigarettes, compared with the same period last year, one, two categories of cigarettes showed a large increase, three, four categories of cigarettes have also increased by more than 10%. Only five categories of cigarettes showed a decline, down 13, 22%. There are two reasons for this result:
1, with the continuous growth of China's economy, people's living standards have gradually improved, consumer demand for cigarettes grades have gradually improved, so, showing a large increase in one or two types of cigarettes, three or four types of cigarettes increased by more than 10%, only five types of cigarettes sales decline in the phenomenon.
2, in order to cultivate the national cigarette key backbone brand, the municipal bureau of each brand of cigarettes put the amount of difference, also caused the phenomenon described above.
From the point of view of social inventory, the social inventory in Guan Guan County is mainly concentrated on three or four types of cigarettes, accounting for more than 75% of the total inventory, the main reason for this result is that customers do not have enough understanding of the consumer demand for cigarettes. During the "two festivals" period, consumers' consumption level of cigarettes has been greatly improved compared to previous years. For young consumers, most of them choose "Hibiscus King", "Yunyun Tobacco (Foo)", "Yunyun Tobacco (Foo)", "Yunyun Tobacco (Foo)", "Yunyun Tobacco (Foo)" and "Yunyun Tobacco (Foo)".
The five brands with large social inventories are "Furong Wang", "Yunyi", "Red Flag Qu", "Red Dragon", "Red Dragon", "Red Dragon", "Red Dragon", "Red Dragon", "Red Dragon", "Red Dragon" and "Red Dragon". ", "Lushan". The reason is that usually these five brands of cigarettes are the market's best-selling brands, and coupled with the "two festivals" period, the customer demand for these types of cigarettes is too great, resulting in a lot of inventory generation. The largest inventory of business customers is mainly grocery stores, mainly due to the type of business in Guan Guan County is mainly grocery stores. From the sales data can be seen: the area of LaoYing, ShuiQuan around the customer cigarette sales fluctuation is obvious, the customer from the original medium, small customers most of the number into large, medium-sized customers. The fluctuation is obvious, cigarette purchases increased significantly.
Second, the customer satisfaction survey
After the survey, customers are mostly satisfied with the services of the tobacco company, mainly including the supply of goods satisfaction, satisfaction with the "four" service satisfaction, satisfaction with the results of the complaint handling and customer profitability scenarios.
According to the requirements of the Municipal Bureau, the account manager of the jurisdiction of the customer satisfaction survey every month, the jurisdiction of the retailer's satisfaction with the overall evaluation of 98, 41%. Among them, customers feel most satisfied with the remote customer delivery service is thoughtful, delivery personnel can deliver goods to customers in a timely manner; feel most dissatisfied with the part of remote rural customers are not satisfied with the electronic settlement.
Three, the current sales work in the problems and proposals
The current work, sales volume to complete and cultivate the brand must have a degree of gap. The reason for this is that the number of people going out to work is increasing and the demand for the pre-holiday two-percent market caused by the post-holiday dismal operation.
To cope with these conditions, we should take advantage of the "brand effect", increase the publicity of the brand, increase brand awareness, so that consumers further understand the advantages and highlights of the brand.
Combined with the scenario of the jurisdiction, I believe that the local government to stimulate domestic demand measures taken (such as the construction of highways, airport reconstruction, and large-scale projects to be invested in the start of construction, etc.) and the industry's policy guidance on the sale of cigarettes, and based on the scenario of the future sales outlook to make predictions and analysis.