Market research report

I. Introduction

Two. The purpose of the investigation

Three. The content of the investigation

Four. Survey object and sampling

Verb (abbreviation of verb) survey method

Investigation procedure and arrangement of intransitive verbs

Seven. Investigation budget

I. Introduction

Fitness equipment market is one of the emerging consumer goods markets in recent one or two years, and swing machines are emerging newcomers. According to the macro forecast, the growth curve of this market is on the rise.

In order to cooperate with Beijing's "Sanlai" swing machine to enter the Beijing market, evaluate the marketing environment of the swing machine, and formulate corresponding advertising and marketing strategies, it is necessary to conduct market research on fitness equipment in Beijing in advance.

This market survey will focus on the three footholds of planning the Golden Triangle: consumers, markets and competitors.

Two. The purpose of the investigation

1. Provide objective basis for this product to enter the Beijing market for advertising campaign planning.

2. Provide objective basis for the sales of this product.

Specifically:

(1) Understand the swing machine market in Beijing.

(2) Understand the demographic data of consumers in Beijing, and calculate the market capacity and potential of swing machines.

(3) Understand the views and habits of Beijing consumers on the consumption of fitness equipment.

(4) Understand the situation of consumers who have bought swing machines in Beijing.

(5) Understand the advertising strategy and sales strategy of competitors.

Three. Content of market survey

(1) consumer

1. Consumer statistics (age, gender, income, education level, family composition)

2. Consumer's consumption pattern of fitness equipment (fitness mode, fitness cost, fitness habit, fitness viewpoint, etc.). )

3. Consumer's purchase mode of fitness equipment (what equipment, purchase place, purchase standard, payment method, etc. )

4. Description of consumers' ideal fitness equipment.

5. Consumers' reaction to the advertisements of fitness equipment products.

(2) Market

1. Types, brands and sales of fitness equipment in Beijing

2. Beijing's consumer demand and purchasing power

3. Market potential assessment in Beijing area

4. Beijing fitness equipment sales channel status

(3) competitors

1. What fitness equipment, brand, origin and price are there in Beijing?

2. Sales status of existing swing machines in the market

3. Description of main buyers of various brands and models of swing machines

4. Competitor's advertising strategy and sales strategy.

Four. Interviewees and sampling

Because swing machines are emerging commodities, most of them are imported brands in Beijing market, which are high-grade and high-priced, but they have not yet entered the working class, and buyers are all high-income. Therefore, when determining the target consumers, we should focus on the target consumers.

The composition and sampling of the respondents are as follows:

Consumers: 300 households, of which 50% have a monthly income of more than 3,000 yuan.

Dealers: 20, including 6 large comprehensive shopping malls.

4 medium-sized comprehensive shopping malls

4 store fitness equipment.

There are four kinds of sports equipment in the specialty store.

2 Small comprehensive shopping mall

Consumer sample requirements:

1. None of the family members work in the production unit or distribution unit of fitness equipment.

No family member works in a market research company.

None of the family members work in an advertising company.

4. Family members have not received market research and testing of similar products in the last six months.

Verb (abbreviation of verb) market research method

Pay attention to the interview:

pay a home visit

Point of sale visit

Interviewer requirements:

1. The instrument is correct and generous.

2. Behave appropriately, have a cordial and enthusiastic attitude, and have the ability to grasp the conversation atmosphere.

3. After special market research training, the professional quality is good.

4. Market research and interview experience.

5. Have a serious and responsible work spirit and professional enthusiasm.

The procedure and arrangement of market research on intransitive verbs

The first stage: preliminary market survey

The second stage: the planning stage

Make a 2-day plan

Approve the plan for 2 days

Confirm the revised plan of 1 day.

The third stage: the questionnaire survey stage.

Design of a 2-day questionnaire

2-day questionnaire adjustment and confirmation

The questionnaire was printed for 3 days.

The fourth stage: the implementation stage

2-day interviewer training

Implementation 10 day

The fifth stage: research and analysis

Data input processing for 2 days

2-day data research and analysis

The sixth stage: the reporting stage

Report writing for 2 days

Report printing for 2 days

The survey was conducted on the fourth day after the plan and questionnaire were confirmed.

Seven. Budget (omitted)