Market research and analysis report

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Market research and analysis report. Brief introduction of online shopping for college students

Taobao, Alipay, business reputation, Want Want? Now college students often use these words. How to buy good things with good quality and low price in campus and dormitory is also a discussion that can be heard every day. Look at those courier companies. Every day at noon, just like holding a trade fair, they put out a long list of various emails downstairs in the dormitory. But there are still many students who are tireless or unwilling to try online shopping. What's holding them back? What are the shopping motives and characteristics of those students who are keen on online shopping? What's the difference between online shopping for male and female college students?

The main psychological obstacles that hinder college students from shopping online are the brand, price, quality, reliability and shelf life of products, and whether the information richness, screenability and comparability of similar products on the website can meet the buyer's expected standards. In addition, the security and convenience of online transactions are also influencing factors. Boys are more skeptical about the reliability of website information, while girls are more skeptical about the quality of online shopping products. Pursuing pleasure, honesty and convenience are the main consumption motives of college students online shopping, with significant differences between men and women. Boys pay more attention to convenience, while girls pay more attention to price. Whether you are satisfied with buying a product from the Internet, besides the product itself, payment method, merchant reputation and delivery satisfaction are also several important aspects that affect the overall satisfaction. Therefore, the advantages and disadvantages of college students' online shopping exist at the same time, so we will simply describe and analyze such problems.

Second, the survey plan and results

(1) survey plan

1. Objective: Through the investigation of online shopping of college students, to understand and seek the shopping trend and shopping standards of college students.

2. Investigation method: Through oral inquiry and interview, the college students were investigated.

3. Respondents: college students (including freshmen to seniors).

(ii) Findings

1, Analysis of online shopping characteristics of college students

Gender characteristics of college students' online shopping

After investigation, it is found that there are slightly more boys shopping online than girls, and the frequency of boys using the internet is obviously higher than that of girls, and their understanding of some network knowledge is better than that of girls, which may be one of the reasons why boys shop online more than girls.

2) Age characteristics of college students' online shopping

Nowadays, the age of college students is generally concentrated in the range of 18~24 years old, and most of them are 18~22 years old. Through the investigation of college students' online shopping, it can be seen that the number of online shopping of juniors and seniors is more than that of freshmen and sophomores, and so is the number of online shopping of juniors. Therefore, it can be seen that online age also has a certain impact on online shopping, and people with high online age are also people who often shop online.

3) The characteristics of college students' online payment ability.

Most of the basic living expenses of college students come from the supply of families, so the consumption level of college students must also conform to the family situation. Everyone's living expenses are basically concentrated between 400 and 800, and only a small part of them are too high or too low. Therefore, everyone will consider making some extra consumption in addition to the necessary expenses.

2. Analysis of the reasons for college students' online shopping.

1) Reasons for not trying online shopping

The survey shows that college students who have never tried online shopping do not choose online shopping because they don't know much about it. Most of the reasons focus on their distrust of the website, fear of being cheated, questioning the security of the network and worrying about online payment. Quality, information search and ordering are all experienced by consumers when they are doing it. So many reasons make many people reluctant to try online shopping.

2) Reasons for online shopping

Through interviews, most people who have had online shopping experience said that their main reasons for choosing online shopping are timeliness, convenience, low price and many kinds of goods. Most college students choose online shopping because it is convenient. Online shopping is more convenient, more economical, and more abundant commodity information can be obtained.

3. College students choose shopping websites.

1) learning channel

According to the survey results, the channels for college students to obtain information about shopping websites are mainly through friends' introduction, website introduction, online advertising, network connection, TV newspaper and magazine advertisements, etc. The university campus is densely populated, and people from all over the country are almost the same age, so the consumption trend is similar, which makes it easy for college students to follow the crowd under the influence of roommates, classmates, fellow villagers and friends.

2) Choose the reason

The choice of website usually depends on its popularity, reputation and credibility. College students have a clear brand awareness, and have a high degree of trust and affection for products with high popularity and good reputation. Most of the selected websites are concentrated in several larger websites, such as Taobao and Yi Bei.

4. The characteristics of college students' online shopping behavior.

1) Type of goods or services purchased

The survey results show that the goods and services that college students buy online most often include clothing, shoes and hats, books and periodicals, online recharge, ticketing/education services, etc. According to the survey of China Internet Network Information Center, the goods and services purchased online are mainly books and periodicals, clothing, shoes and hats, digital audio-visual products, cosmetics and personal care products. These goods and services reflect the consumption of college students in life, study, culture and entertainment. The quality risk of books and periodicals is not great, and the transportation is convenient. Therefore, the proportion of college students buying clothes online has increased, indicating that college students have higher trust in the network than ordinary citizens.

2) Purchase frequency and purchase amount

According to the survey, the frequency of college students' online shopping is mostly concentrated once every three months, but there are also a few people who buy online once a month. Judging from the purchase amount, it is generally concentrated in 100~300 yuan, and the purchase amount is consistent with the types of goods and services mainly purchased by the above-mentioned college students.

3) Price expectation

The survey results show that most college students who shop online choose goods 30% lower than those in shopping malls. From this point of view, for college students, the main factor affecting whether they buy online is not price. College students' consumption concept is more rational. They not only pay attention to the price and quality of goods, but also have a clear brand awareness, and have a higher degree of trust and goodwill for products with high popularity and good credit.

4) Payment method

The survey results show that the vast majority of college students who shop online choose third-party payment or online payment. With the improvement of electronic payment, most college students are more assured of the security of online payment.

5. College students' evaluation of online shopping.

1) Concerns about online shopping

Compared with the evaluation of product quality, payment safety, after-sales service and delivery timeliness, college students who often buy online have the highest worry rate about product quality, while the evaluation of after-sales service and delivery timeliness is relatively low. People without online shopping experience are more worried about the security of the network, while college students with online shopping experience have established basic trust. So the first online shopping experience is very important.

2) areas that need improvement

The survey results show that commodity quality, after-sales service, delivery timeliness and safety have been discussed many times, especially quality and after-sales service. The contrast between the purchased goods and their own imagination is too great, and the after-sales service can not be guaranteed, which is the concern of college students.

3) Future purchase intention

For online shopping, the vast majority of college students have a strong desire to buy. Apart from some inevitable factors, online shopping is indeed feasible. The advantages of convenience, variety of goods and low price are the main factors that attract college students to shop online.

4) the prospect of online shopping

The vast majority of college students believe that online shopping has broad prospects, large development space and easy acceptance.

Three. conclusion

1. College students have great potential for online shopping.

Although economic conditions limit college students' consumption behavior and they can't conduct more online shopping activities, after entering the society, they will become middle-and high-income people and their purchasing power will be improved. Therefore, the purchasing power of college students should not be limited to their current actual purchases, but should focus on their lifelong value. Having a fixed income will enhance their spending power, and their potential to participate in e-commerce activities is enormous.

2. The online shopping market for college students has been formed.

From the survey results, it can be seen that college students have gained popularity in surfing the Internet, with an average daily surfing time of 1~5 hours. Most of them are highly dependent on the Internet. In the online shopping crowd, college students occupy a certain number, and the publicity and communication between students will certainly promote the expansion of online shopping crowd.

3. The preferred shopping websites are highly concentrated.

The shopping websites preferred by college students are mostly concentrated in several websites, such as auction website, Taobao website, Yi Bei website and Joyo website. Because of the high popularity and credibility of these websites, college students are urged to choose the preferred website for shopping. Clear brand awareness is the main determinant for college students to choose websites.

Market research and analysis report part 2 1. Objective: To understand the use of mobile phones among college students.

In recent years, with the popularity of mobile phones on campus, more and more mobile phone manufacturers have turned their attention to the campus, a potentially huge market. In order to understand the general situation, effect and consumption of mobile phones among college students, and grasp the sales situation and market prospect of mobile phones in colleges and universities, we decided to investigate the campus mobile phone market with college students as the survey objects.

Second, the survey object: college students

Third, design survey items and questionnaires.

Four. Investigation time: xx years 65438+ 10/0/? Xx year 65438+ October 25th.

V survey method: online questionnaire.

In order to make the survey universal, we gave up the traditional written questionnaire form and made an electronic version of the questionnaire to conduct the survey online. The benefits of doing so are obvious:

1. Improve efficiency and reduce investigation workload. The electronic version of the questionnaire we made was developed on the space platform, hung on a friend's personal host space, and was not printed or distributed manually.

2. The scope of the survey is wider and the respondents are more random. Because the answer is online, there is no space or time limit. The college students who answered our questions easily exceeded 1000 in about 20 days and finally reached 1237. And these friends who participated in our survey came from all over the country. This number is automatically tracked and generated by the survey page.

3. The data statistics are convenient. I specially designed a survey data statistics page to automatically track survey data, mainly including the number of people and the percentage of similar options.

Six, survey methods:

1. The members of the investigation team * * * negotiated with each other to determine the contents of the questionnaire, which were determined in the form of written documents and submitted to me for electronic version.

2. Make an electronic questionnaire, and upload it to the virtual host space rented by friends after the test is correct.

3. Mobilize all members of the investigation team for extensive publicity. There are two main ways of publicity: one is to let your friends answer the survey online, and the other is to post information on the forum for netizens to help answer.

4. After the survey is completed, all team members will analyze the survey statistics.

Step 5 write a research report

Seven, statistical analysis of survey data:

This survey * * * has 1237 people who participated in and completed the questionnaire, from 67 universities in 6 provinces and cities across the country. The friends who participated in the survey are very random, which ensures that this mobile phone survey of college students has certain universal significance. We mainly make statistics and analysis from five aspects: the quantity and demand of college students' mobile phones, the use demand of students' mobile phones, the consumption motivation of students' mobile phones and the goal establishment of students' mobile phones, and finally give our group's marketing suggestions.

1. Mobile phone ownership and demand of college students:

According to the survey data, 68% of students have mobile phones. At the same time, 26% students will change their mobile phones in the near future. Among the students who don't have mobile phones, 6 1% will buy them in the near future. From these data, we can see that with the improvement of people's living standards, mobile phones are nothing new in universities, but are becoming popular. College students have become a consumer group that cannot be ignored in the mobile phone market.

2. Analysis of students' demand for using mobile phones

① Maximum mass

When consumers choose a mobile phone, the main factors they consider in turn are: quality 2 1%, appearance 19%, price 18%, function 18%, brand10/%and after-sales service 9%. Among them, consumers have the highest demand for quality, and mobile phones are daily communication tools. If the quality is not good, it will bring great inconvenience to consumers.

In addition, some consumers have higher requirements for appearance and style, and mobile phone manufacturers are constantly introducing new models to cater to their tastes, because college students are young people. With the improvement of people's living standards and the decline of the age of mobile phone holders, consumers' sensitivity to price will decrease, while their requirements for appearance and style will be higher.

② Middle and low-grade products are more popular.

In the survey of mobile phone prices, we found that consumers prefer the price range from 1 0,000 yuan to 1 500 yuan, accounting for 44.5%. In addition, 29% of consumers said they would choose a mobile phone below 1000 yuan. Of course, some consumers buy high-priced mobile phones. Among them, 1500 to xx yuan accounts for 15%, and those exceeding xx yuan account for 12%.

③ The place of purchase is relatively concentrated.

The survey of places where consumers buy mobile phones shows that the places where consumers buy mobile phones are relatively concentrated, generally distributed in mobile phone hypermarkets and brand stores, accounting for 56% and 38% respectively, while others only account for 6.5%. Mobile phones are high-tech products, and it is difficult for ordinary consumers to know whether their functions are perfect and their quality is reliable. They have to take the credit and professional knowledge of salespeople as the criterion, while the salespeople in mobile phone hypermarkets or brand stores have relatively high quality, so it is easy to win the trust of consumers. In addition, the price advantage of mobile phone hypermarkets is also an important factor for students and friends to consider.

④ The brand of mobile phone is more complicated.

In this survey, I found that Nokia is the most used, accounting for 46.25%, others such as Motorola 15.00%, Ericsson 6.25%, Siemens 6.25%, Samsung 13.75%, Philips 5.00% and others 7.50%.

⑤ The use of mobile phones is relatively uniform.

The purpose of college students using mobile phones is unified. Most of the existing mobile phone users are used to contact relatives and friends, accounting for 67.7%. There are also a few people who just follow everyone (influenced by people around them) and follow the trend, each accounting for 9.8%. Parents believe that mobile phones are used to facilitate contact with children, and 58.0% of students' mobile phones are bought by parents. Similarly, students also think that having a mobile phone can facilitate communication with relatives and friends, so as to maintain the feelings of family and friends.

⑥ Mobile phone charges are generally low.

In student mobile phone families, the monthly mobile phone fee is generally low. 40% of them spend less than 50 yuan, and 88% spend less than 100 yuan. But there are also some high-spending students, 100-300 yuan accounts for 12%, and 200-300 accounts for 6%. There are basically no mobile phone charges that exceed those in 300 yuan.

⑦ Recharged cards become the main service mode, and mobile phone fees are mainly used for sending text messages.

Among the respondents, nearly 82% used prepaid cards. Similarly, 87% of mobile phone charges are for SMS service. This fully shows that students' spending power is limited.

3. Analysis of students' mobile phone family consumption power

To be exact, consumption capacity and consumption demand are closely related. When a consumer demand appears, the power to meet this demand will also arise, and we don't want to discuss it in detail. As can be seen from the above data, the consumption power of students' mobile phone families is at a high level, and the main reasons for this high consumption power are as follows:

First, with the improvement of social and economic development level and the increase of family income, the psychological desire of student consumers has increased. With the improvement of the level of economic development, the market life cycle of commodities is shortened, especially in the field of communication, and the speed of upgrading mobile phones has reached one model a week. The shortening of the market life cycle of mobile phone products has stimulated the consumption vitality of student consumers and greatly strengthened their pursuit of novelty, strangeness and beauty. The increase of family income further enhanced their confidence in consumption.

Second, the new economy, new culture and new ideas have greatly changed the overall norms of students' consumer behavior. The economic base determines the superstructure, and the new economy will inevitably correspond to the new culture, which will inevitably bring new ideas. As an e-era? E human? Influenced by the new culture under the new economy, most student consumers have the psychology of seeking novelty and innovation. Driven by this psychology, they will have a strong desire to consume all the novelty they are interested in, and this strong desire for consumption is precisely the driving force of consumption.

Third, the great richness and convenience of information also has an impact on the consumption power of student consumers. Television, newspapers, magazines, internet, radio, shops, car bodies? Advertising is overwhelming, and publicity is everywhere. Thanks to the efforts of major mobile phone manufacturers and advertisers, the information in the communication field (mainly the mobile phone market) has been greatly enriched and facilitated. Under the strong external stimulus, the consumption power of students' mobile phone families has also been improved.

Generally speaking, the consumption motivation of students' mobile phone families remains at a high level. Under this premise, combined with their previous learning in the process of consumption, it will lead to the development of one or a series of consumption motives.

4. Analysis of the consumption motivation of students' mobile phone families

Students' mobile phone families have made clear their consumption needs and strengthened their consumption ability in the learning process, and gradually formed specific purchase motives. The consumption motives of students' mobile phone families can be divided into the following four categories:

First of all, be realistic about buying motives. The survey shows that when students buy mobile phones, they pay the most attention to quality and practical functions: 39% of the respondents said that ease of use and durability are the most important; In addition, 9% people think that the quality of after-sales service of mobile phones is the key. The reasons for this purchase motivation are not only influenced by their basic consumption needs: they need to contact their families at work, but also influenced by factors such as their greater dependence on consumption, lack of experience and weak purchasing power.

Second, the motivation to seek new purchases. When student consumers buy mobile phones, most respondents think that the shape design of mobile phones, such as shape, size, thickness, material and color, should be considered first on the premise of ensuring quality. Meanwhile, 6 1% students want to have a career? A mobile phone tailored for college students? . Secondly, consider the internal functions of the mobile phone, such as whether it supports Chinese input, wap, voice dialing and hands-free functions. And most of the respondents made it clear that they would give priority to mobile phones with reliable quality, light design, novel style, fashionable color and dazzling functions when purchasing. The generation of students' motivation to buy mobile phones is closely related to the special consumption psychology of students' consumers. As most of the members of the student consumption group are aged 65,438+08-23, which is the golden adolescence with the most active and changeable thoughts in their lives, they are enthusiastic, cheerful, unrestrained and free-minded, and their living conditions in modern society have been greatly improved, science and technology have developed rapidly, and various thoughts and trends have surged, giving them a strong spirit of adventure and practice.

Preface to the third part of the market research and analysis report

In recent years, the annual output of soft drinks in China has increased at an average annual rate of more than 20%, reaching more than130,000 tons. Soft drink market has become one of the fastest growing markets in China food industry. In 2006, soft drinks still maintained a booming trend of production and sales, and the sales revenue and profit of finished products increased significantly compared with the same period. The improvement of people's income level makes it possible for the continuous growth of beverage production and consumption; Consumers' demand for natural, low-sugar and healthy drinks has promoted the rise of new varieties. However, the growth point will shift. Although the traditional mainstream position of carbonated drinks will be challenged, bottled drinking water, tea drinks, juice drinks and functional drinks will be favored by more consumers.

As the main group of beverage consumption, college students' consumption habits and behaviors have always been concerned. At present, the competition in the beverage consumption market is becoming increasingly fierce, and brands are constantly emerging. The beverage consumption market has become a typical buyer's market, and people have more and more choices. What choices should college students make? In today's increasingly calm consumption, how will manufacturers face it? With these questions in mind, we recently conducted a survey on the beverage market for college students.

Second, the survey overview

(A) the purpose of the study

1. Learn about the favorite drinks of college students.

(1) College students pay attention to the factors of drinks (taste, price, packaging, etc. )

(2) The influence of brand on college students' choice of drinks.

(3) The popular trend of beverages among college students.

2. Understand the consumption of drinks by college students.

(1) college students' consumption view of drinks

(2) The consumption market of newly listed beverages among college students.

3. Understand the drinking habits of college students.

(1) Choose where to buy and why to buy.

(2) Purchasing quantity and purchasing method

research method

1. Scheme survey (inquire relevant information to understand the beverage classification standard in China and the development trend of the beverage market in China).

2, online search, online access to relevant information, to understand the views of merchants and operators on the beverage consumption market)

3. Interview method, interviewing the operators.

4. Questionnaire survey

Requirements for visitors:

(1) Be familiar with the contents of the questionnaire.

(2) Have good and clean external instruments.

(3) Have clear speech, fluent language and concise oral expression ability.

(4) Serious and responsible, positive working attitude

(C) the choice of research objects, sample distribution and research methods

1. Respondents: College students in Yuelu Campus.

2. Research methods:

(1) fixed-point access, blocking access

(2) Interview (visiting the shopkeeper)

(3) Investigation principle: the number of samples * * * is 60. Analyze and count the information and data obtained from the survey, and get the relevant data such as the respondents' habits of beverage consumption.

Third, the analysis of the survey results

Through a week-long investigation, * * * designed 60 samples and collected 60 valid questionnaires. Summarize the following characteristics of college students' beverage consumption: (it can provide reference for juice beverage enterprises and provide certain market basis for marketing decision-making)

(a) Carbonated drinks are still the choice of most people.

Carbonated drinks, tea drinks and water drinks constitute the main part of beverage consumption. The consumption of carbonated drinks reached 60%. This kind of beverage is characterized by quenching thirst, relatively basic functions and relatively low price. This also shows that the mainstream of consumers' beverage consumption still only requires its most basic functions and is sensitive to price.

The consumption of fruit juice drinks accounts for 25%. This includes both pure fruit juice and general fruit juice drinks. Judging from the proportion of consumption, it is relatively stable, slightly higher than last year's data. Functionally, fruit juice drinks are different from water drinks and carbonated drinks, which also determines that fruit juice drinks cannot completely replace these traditional drinks. However, judging from the development of consumption proportion, there is still room for growth of fruit juice drinks, but the growth rate is not optimistic. In addition, tea drinks and mineral water are not the most popular drinks for college students. The chart analysis is as follows:

Analysis chart of consumer's favorite beverage types

The survey found that the cost of living of college students still plays a certain role in the choice of drinks. The higher the cost, the more people buy juice drinks and functional drinks, while the lower the income, the higher the enthusiasm for water drinks and tea drinks. This also shows that college students' beverage consumption and living expenses are a great influencing factor.

(b) Among all brands, Coca-Cola leads in consumption.

In terms of consumption, Coca-Cola is still the leader, leading with 23% consumption. Followed by Master Kong and Pepsi, both are 16%, unified to 15%, and the three are neck and neck.

In the third group, the domestic brands are Nongfu Spring, Huiyuan, Wahaha and Queer, ranging from 3% to 6%. Domestic brands have gained a firm foothold in the beverage market. Although there is still a long way to go from those international giants, the stable market share and good market reputation have made domestic beverages have a good situation. College students' brand choice far exceeds that of other consumer groups.

Brand analysis of consumers buying drinks

(3) Taste and brand are the two biggest factors that affect consumers' purchase.

1, the taste of drinks is the most popular factor, which affects consumers the most. 53% people think that they will be very concerned about the taste of drinks, and whether the taste is suitable for them will affect the choice and purchase of drinks.

2. The influence of beverage brands on consumption is another major factor after taste. 35% respondents believe that the brand of drinks will affect their choice. In the survey, 17% of the respondents said that popularity would affect their choices. College students pay more attention to the brand and popularity of beverages. Because they are at the forefront of the trend, they are fresh about the launch of new products and pay special attention to the broadcast of new advertisements.

3. Among the factors that affect the choice, the third group has factors such as nutritional composition, price and shelf life, and 23%, 20% and 19% of consumers gave the choice respectively.

The influence of shelf life on consumers' choice has certain limitations. Generally speaking, consumers are reluctant to choose products that are about to expire, but this usually does not have a direct impact on the purchase of a product. In this case, people tend to re-select products that look fresher in the old brands. The place of purchase should have a greater impact on this. An important reason why people are more willing to choose supermarkets is that the goods in supermarkets circulate quickly and can ensure the freshness of products.

Price has a great influence on the purchase of products. This influence not only lies in the choice of purchase place, but also impacts the choice of product brand and product category.

Consumers' choice of nutritional ingredients should not only be understood as the requirement of which ingredients should be included in the beverage, or the pursuit of whether there is a certain ingredient in the beverage, but also include another meaning, that is, the requirement that the beverage should not contain a certain ingredient.