雀巢固体果汁饮料市场调查报告书格式.doc

Nestle solid fruit Juice Market Research Report 一、The preface On October 20, 2012, in order to understand Nestle solid fruit juice sales, I made a marketing research for it. Through the intercept interviews and investigation questionnaire way get the information of it, which rely on the major supermarkets and convenience stores near my home.二、Body1、About Nestle solid fruit Juice Nestle solid fruit juice is a kind of the instant drink. It has many vitamins and has different tastes, such as Orange、Apple、Black currant and so on . Orange taste is one of the most popular.2、About similar productsHave many products be similar with Nescafe solid fruit juice, such as Kraft 、Huiyuan and so on. Therefore, the market competition is very intense. 3、About target customerMainly of the youth have purchasing power, white-collar workers and individual in the elderly is the target customers of Nescafe solid fruit juice.4、About the market research Scheme（1）The purpose of the market research: To understand Nestle solid fruit juice sales, and according to the investigation results, make better marketing strategies to increase saleroom. We can also make a better production plan after understand its market sales status. （2）The outline of market research: The first step is listing the field interview question. The second step is conduct the intercept interviews in the near home supermarkets and convenience stores.The third step is listing the question for investigation questionnaire.The fourth step is to do a investigation questionnaire and looking for the potential customers to collect their opinions.The fifth step is sorting material and make out a summary.（3）Determine the investigation object: This time we investigation object is teenagers and the intent of the customer which come to buy solid fruit juice （4）Survey time: On October 20, 2012 to 25（5）Survey method: Intercept interviews and Investigation questionnaire. Sampling method: Random access intention customers and made a questionnaire survey for the potential adolescent customers.5、Market demand research （1）Market capacity researchThis research chose Kraft, Huiyuan, Strong and Nestle comparative market share. The results of the research are as follows:Nestle in several kinds of taste, consumers favorite taste proportion is as follows:（2）Motivation of consumption researchSurvey results show that outer packing, price, trading and taste will affect the choice of consumer. 27.4% of consumers think Krafts taste is better than Nestle.（3）Consumption behavior surveyThe number of consumers to purchase goods and species: In the promotion of 87.4% of the customers are willing to buy two packs to get gifts and more favorable price. The majority of customer choice flavors base on discount. Consumers requirements to commodity prices, quality and packaging: 73.6% of our customers are satisfied with the products price and quality, but they think that the taste of it needs to be enhanced.三、conclusionThrough the investigation and analysis of the data to get the conclusions:I think Nestle is good in market share and most of the customers like it beautiful packaging and affordable prices. But 27.4% of consumers think Krafts taste is better than Nestle, So Nestles products needs to be improved on the creation the taste. The similar products often carry out promotional a