10 days, visited some supermarkets and businesses, carefully observed the shopping situation of consumers, and asked some consumers. The summary is as follows:
Consumers of different ages, occupations and income levels have different shopping habits and consumption needs. I think smart businesses should constantly try to figure out the psychological changes and demand changes of various consumer groups in the course of business operation.
■ Consumer behavior and psychological characteristics of high-income consumers;
1, the brand preference is obvious, and the influence of cultural demand is greater than the temptation of price. Most of the high-income groups are "three highs" consumer groups with high education, high taste and high consumer demand. They are easy to accept new things and big brands and will have corresponding brand preferences. They often buy an expensive "Goldlion" tie and pursue a "man's world". In the brand shop on the fifth floor of Bai Zhu, I found that most consumers are people with a certain economic foundation. They buy thousands of dollars' suits and hundreds of dollars' ties without frowning, because they are interested in brands.
2, the purchase volume is large, and the number and frequency of purchases are small. High-income groups are busy with work, so they show great irregularities in their lives. Apart from weekends, shopping can only be a "luxury" for them. But if you go shopping in the mall, you buy a lot, from food and drink to use, the consumption is several hundred yuan. It is understood that this kind of "centralized shopping" has a large number of consumers, accounting for a large proportion in weekend shopping groups.
3. Shopping expectations are high. Influenced by their social status, high-income consumers also expect merchants to give them special care when shopping, such as pre-sales service and after-sales service. I have visited white-collar workers in several companies, and they all agree that the most important thing when shopping is the service attitude of the merchants.
■ Consumer behavior and psychological characteristics of low-income consumers;
1, pay attention to the price. Many people have been short of money. When they have no money, they always count every penny. For low-income consumer groups, this is particularly prominent. It is their most extravagant wish to meet as many consumer needs as possible with the least expenditure. In my investigation, I found that many places in shopping malls are low-income groups. Because for them, low prices are affordable. The newly settled "Xinyijia" has attracted many citizens with such benefits.
2. Pay attention to quality. At present, the representatives of urban low-income groups are laid-off workers. In my investigation, I found that the consumption habits of laid-off workers are very different from those of rural consumers. Because they used to be enviable wage earners in the city, they used to be happy and good at shopping. They already had the consciousness of self-protection in the process of consumption, and they also had the pursuit of healthy life and nutritious diet. Even if they buy low-priced meat dishes in the meat market out of thrift, they are still worried about the quality of meat dishes and look forward to the arrival of "assured meat dishes". Because the quality is real, things should be used and eaten moderately while being cheap.
3. Shopping less and shopping more frequently. Laid-off workers, especially housewives, live a regular life. They basically get up on time every day, go to bed on time, buy things on time and watch TV on time ... Their single shopping amount is very small, but they shop frequently, sometimes several times a day.
The purpose and content of supermarket market survey
Do a good job in market regulation and enhance competitiveness.
Good market adjustment can enhance your competitiveness, master your own direction, understand the dynamics of competitors, and make yourself know yourself and know yourself.
Retail, an ordinary place, has brought some expectations to people and has not lost to other industries. How to give full play to the potential of commodities in this new holy land, and how to harness the sails of commodity success? To learn how to correctly adjust the market for commodities, it can be divided into the following points:
I. Commodity classification:
Mom's vegetable blue commodity: also known as housewife's commodity, if the price of this commodity changes slightly, some customers will pay considerable attention. Customers are most sensitive to the price of this commodity. At the same time, we should pay attention to the quality of such goods when selling. For example, fresh goods should pay more attention to freshness and the sense of quantity displayed. Mama Cai Lan's products are mainly fresh in every store, which are generally used to attract customers, reduce prices and have a strong sense of freshness in the market. We should pay great attention to the price range when adjusting this kind of goods.
Red goods: customers are not very sensitive to the price of this kind of goods. The sales volume of this kind of goods is generally larger than that of Cai Lan's mother, and the price is generally higher than that of Cai Lan's mother. Such goods are generally suitable for middle-class consumers. Therefore, we should pay attention to the brand and quality of this kind of goods, which are also called price goods, and often appear on the best-selling list. Green goods: customers have the lowest price sensitivity to green goods.
After the market adjusts the commodities, it is necessary to sort out the commodities, and distinguish revolving commodities, Maori commodities, sensitive commodities, seasonal commodities and image commodities at one time. Including layout and price.
2. competitors;
The object of our market research is called competitors.
Three, the city should pay attention to the problem:
1. Conflicts with security guards and store personnel of competitors' stores are prohibited.
2. Report to the supervisor at any time.
3. It is not allowed to publicly copy the price or tear the price tag in the competitor's store.
4. Be sure to pay attention to safety.
5. Prepare sufficient market tools: pens, paper, voice recorders, mobile phones, PHS and other necessary tools.
6. Market adjustment has an impact on the company's image, gross profit and turnover, and there must be enough personnel to make adjustments. Clerk, shop assistant, team leader, etc. You should attend regularly. Head of department: at least 2-3 times a month, and the head of fresh food department guarantees 1-2 times a week.
Second, the content of the market:
1, competitor's shop layout, product display.
2. The packaging, specifications and brands of competitors' products.
3. The service quality of competitors.
4. Competing for best-selling products and promoting products.
5, understand what is mother's goods, red goods, green goods and so on.
Summarize; After a perfect market adjustment, you will notice whether many of our products are best-selling or unsalable, which will allow you to adjust the products in the shortest time.
catalogue
I. Purpose of the investigation
Second, the content of the survey
Third, the scope of investigation and the number of samples.
(1) Scope of investigation
(2) the number of survey samples
Fourth, the survey method
(1) sample classification
(2) Sampling method
(3) Questionnaire survey
Verb (abbreviation for verb) investigation agency
(1) Market research leading group
(2) Market Research Coordination Department
(3) Executive Office
(four) to participate in market research personnel
(v) Input and collation of survey data
(six) writing a market survey report
Six, survey data analysis and basic judgment
(a) Analysis of individual questionnaires
(2) Special investigation report
1 and the investigation report of Three Guns Group
2. Investigation report of Huajin Group
3. Giant Group Survey Report
4. research report of 4.CUHK group
VII. Basic conclusions and suggestions of the investigation.
Target consumer groups
(2) Market potential and demand forecast
(3) Competitive strategy
(D) Marketing strategy
1, product strategy
2. Price strategy
3. Promotion strategy
4. Sales channel strategy
(E) corporate image strategy
(six) to improve the visibility of "Tiancai Technology" enterprises and "Tiancai" brands.
VIII \ Work Summary:
(A) evaluation of work results
1, confidence analysis of survey results
2. Improve the popularity of Tiancai Technology and Tiancai brand.
(2) Work progress evaluation
(3) Work style evaluation
For many years, when it comes to shopping, people first think of supermarkets. Supermarket shopping has gradually become a fashion that people pursue. However, the supermarket environment and service attitude will also have a great impact on people's shopping. When people walk into a supermarket, their first concern is its environment. A good shopping environment in the supermarket can make people have a happy mood when shopping. For example, playing some pop songs when shopping will leave a good impression on people. On the contrary, if the environment of the supermarket is poor, it will give people a shabby feeling as soon as they walk in, and it is difficult to give people a good mood. After the supermarket has a good shopping environment, it must also consider whether it has a good service attitude. In order to meet people's needs and get more profits, many supermarkets have sold commodities from the initial food to daily necessities, toys, vegetables, fruits and so on. Supermarkets are closely related to people's lives. Therefore, our research group decided to make a survey on the supermarkets in Sanming.
From 200 1, 1 1 to February 2002, we spent three months visiting nearly ten supermarkets, such as Wanfulong and Duoduo. And investigated some supermarkets operated by state-owned enterprises, and got a certain understanding of their overall situation. We consulted a lot of internet and books, and only got some data of state-owned supermarkets.
Since Wanfulong Supermarket has a business area of nearly 800 square meters, it is the largest supermarket in Sanming, and we mainly introduced it. Wanfulong Supermarket has a wide variety of goods, including food, daily necessities, cosmetics, decorations, toiletries, toys, school tools and so on. Among them, the sales volume of food accounts for the largest proportion of the total sales volume, followed by daily necessities, which makes Wanfulong Supermarket obtain higher profits.
According to our survey, nearly 1800 people visit Guwanfulong Supermarket every day on average. Why does Wanfulong Supermarket attract so many consumers? Through our analysis, there are three main points:
The first is the location of Wanfulong Supermarket. Wanfulong Supermarket is located in the center of Sanming, with shoes city on the right and lamps city on the left. There is Industrial and Commercial Bank of China on the opposite side, less than 100 meters on the left, and China Construction Bank. Thousands of people pass by here every day, thus increasing its customers.
Secondly, Wanfulong Supermarket sells a wide variety of goods, which can meet people's needs to a great extent.
However, while there are high profits, Wanfulong Supermarket also has some shortcomings. After the research and discussion of our group, we put forward the following suggestions to the manager of Wanfulong Supermarket:
1. Wanfulong Supermarket can connect the left and right businesses, including the left shoe store "Jiangnanchun", the left top "Dicos" and the right top "Lighting City". There is no partition wall, only columns are reserved, so that customers can enjoy tourists, and Wanfulong can become the leading supermarket in Sanming, competing with department stores and trade centers.
2. Boldly reform the business content and create characteristics different from other stores. Such as: take-away, home delivery, selling second-hand goods, books and so on. When the conditions are ripe, you can also run an e-commerce supermarket.
3. The facade of Wanfulong Supermarket should be beautiful and generous, and it should not be chaotic. Don't stand in front of the supermarket again. Shopping guides and signs in supermarkets should be eye-catching, and customers should store their own goods, such as coin-operated storage. You can design a message box in a place where customers can easily get in and out, so that customers can put forward their own opinions and suggestions; Design a message board to let customers book the goods they need.
4. Take the initiative to go out and understand and open the market. Take the initiative to contact the trade unions of all units, deliver the prizes needed for the garden and party activities of all units on New Year's Day and Spring Festival to the door, and provide quality services.
5. To win the trust of the people, the expired food and articles should be destroyed on the spot or disposed of in other ways to ensure the quality, price, reputation and service are in place.
6. Advocate humanistic care. There should be toilets, spacious aisles and long benches beside the shopping malls for consumers to rest.
7. Pay by credit card gradually, and the cashier should not be located in the center of the store.
8. On the premise of making profits, do some public welfare undertakings to repay the society, such as subsidizing poor students.
If Wanfulong Supermarket can achieve the above points, it can improve economic benefits and increase corporate profits on the original basis.
Supermarkets have a good development prospect in China. China is in the primary stage of socialism and has not reached the level of developed countries in the world. In order to speed up the development of supermarkets, the operators of enterprises should strive to find a better development path, seriously improve their own business methods, make full use of their own favorable conditions, and also strive for some feasible suggestions from the masses, so that enterprises can be in an invincible position in domestic and international competition.