Model essay on cosmetic market survey report

Nowadays, people's living standards are constantly improving, the demand for cosmetics is increasing, and the cosmetics market is developing rapidly. The following three model articles of cosmetic market survey report are provided by finishing. Welcome to read.

Part I: Investigation Report on Cosmetics Market

With the deepening of China's reform and opening up, the national economy has grown rapidly, people's living standards have been continuously improved, and the cosmetics market has also developed rapidly. In 1987, the sales of China's cosmetics market was only over 1 billion yuan, increased to 4 billion yuan in 1991, and soared to over 9 billion yuan in 1993. In recent years, the average annual growth rate has reached 5%. In order to understand the present situation of Quanzhou cosmetics market, consumers' status and consumption mentality, and the future development of the market, we conducted this questionnaire survey on Quanzhou cosmetics consumption market, from which we got a preliminary understanding of Quanzhou cosmetics market and consumers' behavior characteristics.

Skin care cosmetics are the mainstream. Among most readers surveyed, up to 87% mainly use skin care cosmetics, while only 2% or 7% use make-up cosmetics, and 1% or 3% both use them. Cosmetics market survey report. Results At the same time, the survey showed that 48% people used cosmetics once a day, and 41% people used cosmetics several times a day. This shows that cosmetics have become a popular commodity in Quanzhou, and its penetration rate is very high. In terms of frequency of use, there are obvious differences between men and women. 45% of women choose "several times a day", 44.1% choose "once a day", while 18.1% of men choose "several times a day" and 59.7% choose "once a day". Although the frequency of men's use of cosmetics is lower than that of women's, the absolute value of their use frequency is not very low, which also shows that the market capacity of men's cosmetics in Quanzhou can not be underestimated, and it is a market worth exploring by merchants.

For a long time, male cosmetics have been in a weak position in the cosmetics market. With the improvement of living standards, more and more men begin to pay attention to their gfd and care about their skin, which has been mentioned in the previous analysis. Then, how do consumers in Quanzhou view the problems of male cosmetics at present?

44% and 6% of the respondents think that there are not enough varieties of male cosmetics at present, 22% and 1% think that it is inconvenient to buy, 2% and 1% think that the quality is not good enough, 21% and 1% think that the function is not complete, and 13% and 4% are not satisfied with the service. Cosmetics market survey report. It can be seen that there are obvious deficiencies in the variety, quality, function and convenience of purchase of men's cosmetics in Quanzhou market at present, which also shows that Quanzhou's men's cosmetics market has great development potential and is a big cake that merchants can't miss.

Supermarket is the biggest sales channel. From the source of cosmetics, 96% and 4% people buy them themselves, and 3% and 6% people accept gifts from relatives and friends. Among those who buy cosmetics, 45% or 3% buy them from supermarkets, 42% or 7% choose cosmetics stores, 12% or 7% buy them from general cosmetics stores, and only 4% come from beauty salons. This shows a major feature of Quanzhou cosmetics market: more people buy cosmetics in supermarkets, which is the reason why Quanzhou supermarkets are particularly developed. Practitioners in cosmetics stores generally have professional knowledge of beauty and skin care, and can provide consumers with detailed product introduction and consultation, and the cosmetics provided by specialty stores are rich, so a large number of people buy cosmetics in specialty stores.

At present, the role of beauty salons in Quanzhou is more to provide beauty services than to sell cosmetics. Among the people who use cosmetics, 54% and 7% think that they should use them up before buying them, but many people (25% and 7%) think that they can buy them as long as they are good, and only 16% of them buy them at will or occasionally. The price of 1 yuan is the most popular. According to the statistical results of this survey, the average monthly consumption of cosmetics in Quanzhou is between 5-1 yuan, accounting for 38% and 5%, 1-2 yuan, 15% and 9%, 2-4 yuan, 4% and 7%, only % and 3% more than 4 yuan. It can be seen that among the consumers in Quanzhou, the monthly consumption of cosmetics is more within 5 yuan (4% or 5%), and those who spend more than 4 yuan are mostly "white-collar" women or other high-income people.

In the price survey of skin care products, 42% of the respondents can accept the price between 2 yuan and 5 yuan, 29% can accept the price between 5 yuan and 1 yuan, 13% and 7% can accept the price between 1 and 2, and only 2% and 7% can accept skin care products above 2 yuan. Thus, the price of skin care products below 1 yuan is more favored by Quanzhou consumers.

Young and middle-aged people are the main consumers. In this survey, we found that the age of cosmetic users is between 2 and 4, accounting for 84% and 6%, while the proportion of users under 2 and over 4 is very small. The survey also shows that consumers under the age of 3 spend more on cosmetics between 5 and 1 yuan, accounting for 4 and 3%; Among the consumers aged 3-4, 4% or 7% have acceptable average monthly consumption below 5 yuan; The consumption level of 5-1 yuan accounts for 37%, and there is little difference between them. However, the cosmetics consumption of middle-aged and elderly people over 4 years old is relatively low, and those who are willing to spend less than 5 yuan account for 68% or 8% per month. This has a lot to do with their living habits and consumption concepts. Chapter 2: Investigation Report on College Students' Cosmetics Market

As a special living environment, campus creates a special cultural atmosphere. According to the definition of society, campus can be understood as a narrow society, which has its own mode of existence. Compared with the off-campus society, the on-campus society is more simple and inductive. Since the consumption behavior is regular, we can make the problem more specific through a survey on the cosmetics market.

Introduction:

Millions of college students in China have formed a special group in a special living environment and created a special cultural atmosphere. This kind of group not only has great consumption potential at present, but also will become the mainstream of social consumption in a few years. Paying attention to the student market and cultivating brand loyalty from the time of students is bound to become a top priority for all businesses.

However, because of its particularity, the student market usually can't play cards according to common sense. What are the characteristics of the student market? According to this feature, what kind of marketing strategy should we give?

Second, the basic situation of the survey:

With this problem, we conducted a targeted market survey in Zhuzhou Institute of Technology, that is, the research on the campus cosmetics market. We * * * distributed 636 questionnaires, of which 61 were valid. The target of this questionnaire survey was girls' dormitories with concentrated consumers and high population density, and such consumers could easily form brand loyalty. On the surface, the purpose of the survey is to understand the use of cosmetics by girls and find out the market of cosmetics (make-up), but in essence, we want to understand the consumption psychology and consumption characteristics of college students through this survey. In the sampling method, we take random stratified sampling, and randomly select 318 dormitories in girls' dormitories, and distribute two questionnaires to each dormitory. The respondents chose a domestic cosmetics brand-Color Zone. The survey was funded by the Color Zone. This brand has low price, many varieties and bright colors, which is very suitable for students.

3. Analysis of the results of the questionnaire survey:

1. Market capacity

Before talking about the market capacity of cosmetics, let's first mention the concept of a "leading consumer group", that is, a group that plays a typical role in a certain kind of consumer behavior. From the feedback information of this questionnaire, we can see that there are great differences in their consumer behavior due to different departments, such as packaging design college, economic management college and law school. There is a great difference between them and the departments of civil engineering, mechanical engineering, computer science and information science. According to the data, the proportion of people who have used make-up accounts for 51.5%. But behind the figures, we can see that the proportion of students majoring in packaging design and economic management can be as high as 65%, while the proportion of students majoring in civil engineering and mechanical engineering is only about 32%.

market capacity refers to the product of the total market and the market share of the brand. Let's set the total market volume as G and the market share as N. If it is aimed at all consumers, the market capacity of the Institute of Technology is about 51.5%GN, but only for liberal arts departments such as package design, the market capacity is 65%G85%N (multiplied by 85% because 85% of the girls in the whole school are in these liberal arts majors).

comparatively speaking, 65%G85%N> 51.5%GN。 From the figures, we can see that if the target market is aimed at students majoring in liberal arts, we will have a bigger market and reduce expenses on publicity activities.

Through this survey, we tentatively designated the School of Packaging Design as a' leading consumer group'. If we can let the students from the Department of Packaging Design drive the consumption trend in the relatively closed market of Engineering College, the students from other departments will be influenced by them and participate in it. The reason why the School of Packaging Design is designated as a leading consumer group is because their professional characteristics lead to their special consumption habits, and they spend a lot of money on being unconventional and pursuing fashion, which is more worthwhile than the students from any other major.

The market capacity includes not only the capacity of consumers, but also the capacity of potential consumers. Among the people who don't use make-up (we define them as potential consumers), the number of individuals in this group is considerable, accounting for 48.5% of the total. Through the data feedback of the questionnaire, we know that the main reason why they don't use make-up is:' I think plain is also a kind of beauty, and there is no need to deliberately modify it.' (55.6% of potential consumers choose this option); Too busy to make up' and' can't make up' also accounted for 29.4% and 27.6% respectively. Although they don't use make-up, most people don't think it's not worthwhile to spend money in this respect, and only about 3% choose this. This shows that it may be a helpless choice not to use make-up, and their subconscious mind still yearns for it. After all, it is women's nature to love beauty, but in practice there is no reason to make them act. If we can find such a reason, potential consumers will immediately turn into real consumers.

judging from their options,' I don't think it's necessary to decorate deliberately' is an important misunderstanding at present. In the later publicity activities, we should firmly grasp this complaint and tell them that make-up will make them more beautiful and bring them more confidence. And' no time to make up' and' no makeup' also have great business opportunities for us. In fact, I don't have time to make up because I can't make up, so in the final analysis, students generally lack common sense in makeup. If we can provide some lecture services, it will undoubtedly be of great help to the establishment of the consumer market.

second, brand awareness

in terms of brand awareness of color zones, that is, the number of people who have heard of color zones, although the data has reached 4%. However, in the actual purchase behavior, the brands that consumers choose are mostly Maybelline and Avon. Only a small proportion of people use or buy color bands. This makes us deeply realize that the brand image of colour zone has not been established among engineering students. Although there is a little brand impression, it is not enough to affect their buying behavior. Therefore, we should strengthen the promotion activities and start publicity from these 4% people first, because only they will buy in the first time.

In choosing the price of cosmetics, students concentrated on the middle and low price, but few people chose the high price. For example, an established makeup brand like L 'Oreal pays attention to the embodiment of identity in brand appeal and returns to elegant taste. Most of the products are stable and mature colors, and the prices of such brands are very high, so almost no students choose to buy them. Red Earth and Maybelline are basically taking the light-colored route representing the youth of young people, and the color of products is mainly pink. The same is true for color zones, and the price is in the middle level, so students will have a great possibility to choose.

Maybelline, as the first brand in the domestic makeup market, has firmly grasped people's hearts and grabbed most of the market share. It is not easy for the color zone to get a slice of it. However, it does not mean that there are no opportunities, such as making efforts in terminal sales, and the Maybelline brand will ring again. At present, there is no publicity or promotion activities for the Institute of Technology. If the color zone seizes such opportunities, it can divide the market share bit by bit, starting from the Institute of Technology and reaching the whole Zhuzhou market. Therefore, in advertising, Zhuzhou Color should pay more attention to the propaganda investment of sales terminals, that is, directly face consumers with products. Therefore, promotion activities should be done more and must be done more. Chapter III: Cosmetics Market Survey Report

The global retail sales of cosmetics industry reached US$ 25.3 billion, and maintained a strong and stable growth trend for five years, especially from * *-* *, with an annual growth rate of 11.7%. On the other hand, according to analysts' prediction, although the sales performance of the cosmetics industry has been rising in recent years, the whole industry lacks the concept of innovation, so both producers and sellers are facing the crisis of not meeting the increasing consumer taste.

Although new products have emerged in the cosmetic industry in recent five years, most of them only add skin care ingredients to the original products instead of making a breakthrough in the formula. Therefore, manufacturers and sellers are also facing increasing challenges today as the global cosmetic market matures. All kinds of women's beauty fashion magazines and advertisements have also become an important reason to promote the innovation of cosmetics industry. Cosmetic brands are scrambling to launch their new brands, among which facial cosmetics are the most outstanding, accounting for 35% of the global sales market. The famous brands include Revlon's skinlights and shin--brightening series, and givenchy, a subsidiary of lvmh, is also preparing to launch two or three star-rated products to consolidate its position in the industry.

Lipstick is the largest part of the whole facial cosmetics, accounting for 3%. The increase of market investment and various lipsticks introduced by various brands are important factors for the vigorous development of the market. In order to improve sales performance, many manufacturers have also selected middle-aged and elderly consumers and launched anti-aging lipsticks, which have achieved quite good response. Easy to use and carry is another important market factor. Many 2-in-1 and 3-in-1 cosmetics are the best-selling products in the market in recent 5 years.

The top 5 cosmetic brands in the United States (2**)

Brand

Market share%

1. Clinique (Estee Lauder)

1.3

2.