perry street jewelry wholesale How to do a market survey of a new product?

dreamland jewelry wholesale rings I. Consumer analysis

The content of content

basic assumptions what changes will happen?

What is consumer demand preference?

Which consumer to choose a company is the main object?

Which consumers are the source of profit for enterprises?

What is the unique value concept of different enterprises?

Why do consumers buy our products?

How to make consumers believe that our products are different?

Muchor how much costs do consumers are willing to pay for our products?

Consumer definition:

1. What kind of people are they?

· Ordinary Family -------- Equivalence, taste and quality
n · Organization group ------- Pay attention to brand awareness, price and price, and Discount

· Wedding banquet group --------- Fairies, affordable, a certain reputation, decent
n · Hotels of hotels ------------------------------ Limited brand choices in the store, value popularity and promotional products

· Their income is relatively stable, and the crowd is distributed in all levels of society.

2. What do they think of this product? Why buy it?

· New Year's Day, drink two glasses;

· Guest is here, drink two glasses;
n · friends gathering, no wine;

· liquor is a traditional thing, and many times are irreplaceable;

· Gifts;

· Others say this wine is good;

3. What are the factors that affect purchase? What is the core factor? Why?

· Recommended by wine friends;

· Self -identification; all on the street and supermarkets are sold;
n · Price;

· Packaging attraction;

· Wine quality taste;

· advertising promotion;
n N
· Price is the first factor that promotes consumers' purchase. In the case where the price is not much different, packaging and promotions have become the first factor for purchases.

· Consumers are more vague for quality, but consumers are very sensitive to alcohol and taste.

· Cutting into the brand, then the brand is the first factor in determining the purchase; but in the market operation of the liquor industry in recent years, consumers have lost confidence in small brands of small products.

4. Exploring consumers' judgment and standards for this product.

The liquor brand in the market is Lin Li. In addition to well -known brands, it is more of some small companies. After the product's popularity and reputation are established in the market, the general consumers will buy it named. Therefore, the brand preference of liquor is a powerful means to enhance competitiveness.

The customer selection

· What kind of customer will the company's main breakthrough object?

· Which customers are the high profit groups of the enterprise?

· What is the distribution of these customers in the market?

In analysis of this problem, we will focus on the following aspects:

· Consumer's purchase time

· Consumers Purchase motivation

· Consumer's purchase process

· Decisive factor affecting consumer purchase process

R n
· Consumer media contact point

· How consumers know our differences

1. Consumer purchase analysis

It from Figure 6, we can see that there is a serious seasonal bias for white wine sales, and the sales off -season and peak season are obvious. From September in the first year to the second year of the Spring Festival is a peak of consumption. 90%of the total sales of liquor year are completed at this stage. The peak sales period is also the most intense opportunity for competition.

2. Consumer motivation analysis

Why do consumers buy liquor?

First of all, consumers buy liquor to meet the needs of spiritual material, and it is a functional needs in a sense;

Secondly, consumers buy white wine It is to obtain spiritual venting or the happiness of friends gathering, which is also a manifestation of social atmosphere, social culture, and citizen culture; this is the level of recognition of product emotion; Consumers are a manifestation of highlighting personal taste and pursuing personality. Men, wine will always be connected.

What do consumers do with wine? ()

3. Analysis of consumer purchase process

Let's take a look at the analysis of the consumer purchase process: ()

The information is purchased, so the atmosphere of the store, the product of the product, and the introduction of the promoter will have a huge impact on the purchase behavior of consumers. Because liquor is a highly homogeneous product, it is easily affected by the brand awareness and reputation.

4. Factors affecting consumers' purchase decisions:

· Decisive factors: product grade and price are the most sensitive, generally consumer attitudes for quantitative entry;

· Decisive factors: On the premise of the same grade and price, the brand awareness is very important;

· Decisive factors: Alcohol and taste are also important decisive factor Essence However, the judgment of consumers is more vague for quality;

· The good wine in the minds of consumers should be: good taste, moderate alcohol, high packaging, high packaging Appropriate products.

· If it is attributed to the brand, then brand factors will be the most important, such as Maotai and Wuliangye. But consumers in this part are not the mainstream of the market, nor is the profit group of small and medium manufacturers.

5. Consumer purchase and consumption location select

· convenience store;
n · supermarket;
· n · n · n · n · Mall;

· wine wholesale market;

· wine specialty store

· Hotel n
· Consumer Research Report

This Research topic: The impact of purchasing location, consumer venue on liquor sales

6, consumer media contact point

Research tools: Consumption: Consumption Sampling of interviews

· "Usually mainly read newspapers, such as evening newspapers and periodicals, because such newspapers are closer to citizens' lives." The program, interviews and conversation programs are also more attractive. "

·" The liquor advertisement of the TV media is not attractive, and often transferred to the platform; N · "There are more white wine advertisements on TV during the Spring Festival, not very much."

· "Drinking mainly depends on popularity, the popularity in the hotel has a great impact on buying wine."
n n n n n n n n n n n n R n · "The price of many famous wines is not expensive, and it is a bit inconsistent. The difference in wine quality is not very large, mainly depending on the taste and whether to drink it after drinking." Fragrant, and not spicy throat. "

·" The alcohol with a high degree of alcohol is not good, which affects the health of the body. Women at home are not happy. "
n · The main drinking mid -range wine is supported and decent. The VIP generally buy famous wine, but it is relatively small. "

·" Gifts are generally given high -end wine, famous, advertising, preferably, it is best to be Gift box packaging, you need to be festive. "

·" Bus advertisements have a good impact. "

·" Promotional products are also an important factor in choosing, such as exquisite lighters and some small small small Gifts. "

In consumer interviews, mainly the media preferences and habits of decision makers who purchase decision makers. It is very necessary.

7. Differences-how to make consumers believe that we are different?

Cura's interview:

· "The wine is almost the same, mainly depends on whether there is a fame." High products do not believe. "

·" Buying wine is a temporary decision, mainly depending on popularity. " The product is better. "

·" Promotional gifts or free taste is important. "

In previous analysis, we found that the construction of image is important for the liquor brand. Topic. Image construction involves the overall performance of brand design, packaging image, advertising image, promotional image, and liquor in the regional market. Therefore, in the promotion of liquor brands, advertising and promotion are not only the only means, but to comprehensively use various resources to integrate marketing communication is our best choice.

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