In order to more accurately understand the consumer demand, competitive situation and potential market opportunities of coffee products, coffee production enterprises can implement brand communication and product marketing according to the needs of consumers, and minimize the marketing risk of coffee brands and products. , Rapidly increase the sales of products, and steadily strengthen the brand and expand the market scale. Beijing Precision Planning recently conducted a special and in-depth consumer market research on Beijing coffee products.
The Precision Planning Market Research Department conducted a professional design of survey questionnaires and made scientific quotas on the sex, age, and income of the interviewed consumers. This survey uses the internationally accepted Central Location Test (CLT), which is a centralized fixed-point market research method. A total of 328 consumers visited coffee products, of which men accounted for 42.2% and women accounted for 57.8%.
According to the principle of statistics, the confidence of this survey is above 96%, which is in full compliance with the accuracy of market research. The following are some of the main conclusions of this coffee product consumer demand market research:
Nestle’s coffee brand’s unique results show that Nestlé is one of the best coffee brands among consumers. Brand reputation far exceeds that of other coffee brands, with a consumer selection ratio of 74.4%. The second and third best coffee brand brands are Starbucks and Shangmao respectively, with consumer selection ratios of only 6.7% and 5.1% respectively; milled cards are only 1.3% of consumer choices; other brands total only 12.5%. Precise planning considers the monopolistic competition or asymmetrical competition pattern of the coffee market, on the one hand, to demonstrate the extraordinary skill of Nestle Coffee in brand communication and market planning, and also indicates that the follow-up brand of the coffee market has a large enough market. Room for improvement.
Good taste is the main reason for consumers to drink coffee The first reason why consumers like to drink coffee is because coffee products have a good taste, like the taste of drinking coffee, accounting for 39.0% of the consumer selection rate; followed by good coffee, accounting for 19% of the consumer's choice ratio; the above two reasons can also be combined, which together account for 58.4% of the consumer selection ratio. Followed by the order of the brand accounted for 9.0%; coffee refreshing accounted for 6.5% of consumer choice; convenience accounted for 3.9%; like to drink coffee for other reasons a total of 22.2%. It is clear that good taste is the most important reason for consumers to drink coffee. Refreshment and convenience are also important reasons why consumers choose to drink coffee.
The survey data of consumers’ favorite coffee tastes showed that the highest proportion of consumers added milk when drinking coffee, accounting for 44.3%; followed by those who liked to add sugar when drinking coffee, the ratio was 41.5%; drinking coffee is like The percentage of consumers who add coffee mate is 28.8%; consumers who add milk, sugar and coffee mate while drinking coffee are only 6.0%; consumers who like to drink coffee are 18.0%. It can be seen that most consumers need to add something when they drink coffee, mainly including milk, sugar, and coffee mate; consumers who do not add anything when they drink coffee only make up a small portion of the total number of people who drink coffee. .
Taste, price, brand and concentration are the main factors considered when buying coffee. The survey results show that the first factor consumers consider when buying coffee is taste, which is 34.7% of the selection rate; followed by the price of coffee products, which is the ratio of consumer choice 19.9% ​​of consumers; the third factor consumers consider when buying coffee is the brand of coffee, which accounts for 17.6% of the selection ratio; the concentration of coffee products ranks fourth with 13.2% of consumers. The proportion of consumers choosing the place of origin, color and product packaging is very small, only 5.6%, 4.9% and 4.1% respectively. It can be seen that the taste, price, brand, and concentration of coffee products are four major factors that consumers consider when buying coffee.
Starbucks and Shangmao are places where consumers often drink coffee. Survey data show that consumers have the highest coffee drink rate at Starbucks, 42.0%; followed by drinking coffee on the island, the consumer selection rate also reached 34.3%. There is a relatively small percentage of consumers who drink coffee at coffee shops such as the two sides of the strait, Diou, Mingdian, Italian-Italian Shiti, and old trees. Starbucks and Shangma two coffee shop brands are places where consumers often drink coffee. The brand mention rate is much higher than other coffee shop brands.
Refreshing is the core demand for consumers to drink coffee Meet the primary need for consumers to drink coffee is to refresh, accounting for 63.2% of consumer choice rate; followed by 7.7% of leisure, good taste of 7.1%; coffee to meet other The total demand is 21.9%. It can be seen that refreshing is the core need for consumers to drink coffee.
The main concern for consumers to drink coffee The main concern for consumers to drink coffee is first of all the negative health, accounting for 20.2% of the consumer selection rate; followed by sleep affection, accounting for 19.4% of consumer choice; bad taste accounted for 17.4%; price High accounted for 10.9%; poor quality accounted for 8.1%; other concerns totaled 24.0%. It can be seen that consumers' drinking coffee mainly has five concerns: adverse health, affecting sleep, bad taste, high prices and poor quality.
Bags and glass bottles are consumers' favorite packaging The highest proportion of consumers like bagged coffee is 43.0%; the proportion of consumers who prefer glass bottle packaging is 21.2%; consumers who prefer boxed, bottled and cup-packed coffee The ratios were 14.2%, 13.9% and 7.6% respectively. It can be seen that bagged and bottled coffee products are consumers' favorite packaging.
The most suitable survey data for each bottle of coffee with a capacity of 100-150 grams shows that consumers think that the highest suitable ratio for each bottle of coffee is between 100-150 grams, which is 49.1%, and that the volume of coffee per bottle is 151-200. The most suitable rate is 20.6%; the best rate for each bottle of coffee is less than 100 grams, 16.1%; and the best rate for each bottle of coffee is 201-300 grams and 300 grams or more. And 6.3%. It can be seen that the capacity of each bottle of coffee is between 100-150 grams which is most suitable for consumers' needs.
The price of each bottle of coffee is set between 31-100 yuan is suitable for consumers that the price of each bottle of coffee in the 31-50 yuan selection rate is highest, reaching 39.0%; followed by the price of each bottle of coffee is believed to be 51-100 yuan The most suitable ratio is 28.6%; 18.7% of the consumers choose the price below 30 yuan; 9.1% of consumers think that the price of each bottle of coffee is between 101-150 yuan; and the percentage of consumers who choose other price ranges is very small. From the survey data, we can conclude that the price of each bottle of coffee is set between 31-100 yuan.
The monthly coffee consumption is 51-150 yuan. It is the mainstream consumer who drinks coffee on average 51-100 yuan per month. The selection rate is the highest, reaching 36.6%; followed by the consumer who spends 31-50 yuan per month on coffee. 27.4%; The percentage of consumers who spent 101-150 yuan per month on coffee is 15.0%; the selection rate for other items is very small. It can be seen that the monthly coffee consumption is 51-150 yuan which is the mainstream of coffee consumption.
The number of consumers who drink coffee this year is not much different from last year. The survey results show that the number of consumers who drink coffee this year is 19.0% compared with last year; the reduced rate is 20.9%; the proportion of consumers who answered similarly It is 60.1%. It can be seen that the amount of coffee consumed by consumers this year is not much different from last year.
The level of consumers who drink coffee this year has significantly improved compared with last year. Consumers said that the level of coffee consumption this year increased by 24.5% compared with last year; the rate of reducing the response was only 9.6%; the rate of answering the same was 65.9%. . Overall, the level of coffee consumers drink this year has improved significantly compared to last year.
Large supermarkets are the top sellers of coffee products. More than 50% of consumers regularly buy coffee products in large supermarkets, accounting for 51.5% of the selection rate; 15.5% of consumers regularly buy coffee products in medium-sized supermarkets; often in shopping malls and The proportion of consumers who buy coffee products at coffee shops is 13.5% and 13.2%, respectively; there are few consumers who buy coffee products at other sales terminals. This shows that large supermarkets are the primary sales terminals for coffee products, while medium-sized supermarkets, shopping malls and coffee shops are also important sales terminals for coffee products.
The Precision Planning Market Research Department conducted a professional design of survey questionnaires and made scientific quotas on the sex, age, and income of the interviewed consumers. This survey uses the internationally accepted Central Location Test (CLT), which is a centralized fixed-point market research method. A total of 328 consumers visited coffee products, of which men accounted for 42.2% and women accounted for 57.8%.
According to the principle of statistics, the confidence of this survey is above 96%, which is in full compliance with the accuracy of market research. The following are some of the main conclusions of this coffee product consumer demand market research:
Nestle’s coffee brand’s unique results show that Nestlé is one of the best coffee brands among consumers. Brand reputation far exceeds that of other coffee brands, with a consumer selection ratio of 74.4%. The second and third best coffee brand brands are Starbucks and Shangmao respectively, with consumer selection ratios of only 6.7% and 5.1% respectively; milled cards are only 1.3% of consumer choices; other brands total only 12.5%. Precise planning considers the monopolistic competition or asymmetrical competition pattern of the coffee market, on the one hand, to demonstrate the extraordinary skill of Nestle Coffee in brand communication and market planning, and also indicates that the follow-up brand of the coffee market has a large enough market. Room for improvement.
Good taste is the main reason for consumers to drink coffee The first reason why consumers like to drink coffee is because coffee products have a good taste, like the taste of drinking coffee, accounting for 39.0% of the consumer selection rate; followed by good coffee, accounting for 19% of the consumer's choice ratio; the above two reasons can also be combined, which together account for 58.4% of the consumer selection ratio. Followed by the order of the brand accounted for 9.0%; coffee refreshing accounted for 6.5% of consumer choice; convenience accounted for 3.9%; like to drink coffee for other reasons a total of 22.2%. It is clear that good taste is the most important reason for consumers to drink coffee. Refreshment and convenience are also important reasons why consumers choose to drink coffee.
The survey data of consumers’ favorite coffee tastes showed that the highest proportion of consumers added milk when drinking coffee, accounting for 44.3%; followed by those who liked to add sugar when drinking coffee, the ratio was 41.5%; drinking coffee is like The percentage of consumers who add coffee mate is 28.8%; consumers who add milk, sugar and coffee mate while drinking coffee are only 6.0%; consumers who like to drink coffee are 18.0%. It can be seen that most consumers need to add something when they drink coffee, mainly including milk, sugar, and coffee mate; consumers who do not add anything when they drink coffee only make up a small portion of the total number of people who drink coffee. .
Taste, price, brand and concentration are the main factors considered when buying coffee. The survey results show that the first factor consumers consider when buying coffee is taste, which is 34.7% of the selection rate; followed by the price of coffee products, which is the ratio of consumer choice 19.9% ​​of consumers; the third factor consumers consider when buying coffee is the brand of coffee, which accounts for 17.6% of the selection ratio; the concentration of coffee products ranks fourth with 13.2% of consumers. The proportion of consumers choosing the place of origin, color and product packaging is very small, only 5.6%, 4.9% and 4.1% respectively. It can be seen that the taste, price, brand, and concentration of coffee products are four major factors that consumers consider when buying coffee.
Starbucks and Shangmao are places where consumers often drink coffee. Survey data show that consumers have the highest coffee drink rate at Starbucks, 42.0%; followed by drinking coffee on the island, the consumer selection rate also reached 34.3%. There is a relatively small percentage of consumers who drink coffee at coffee shops such as the two sides of the strait, Diou, Mingdian, Italian-Italian Shiti, and old trees. Starbucks and Shangma two coffee shop brands are places where consumers often drink coffee. The brand mention rate is much higher than other coffee shop brands.
Refreshing is the core demand for consumers to drink coffee Meet the primary need for consumers to drink coffee is to refresh, accounting for 63.2% of consumer choice rate; followed by 7.7% of leisure, good taste of 7.1%; coffee to meet other The total demand is 21.9%. It can be seen that refreshing is the core need for consumers to drink coffee.
The main concern for consumers to drink coffee The main concern for consumers to drink coffee is first of all the negative health, accounting for 20.2% of the consumer selection rate; followed by sleep affection, accounting for 19.4% of consumer choice; bad taste accounted for 17.4%; price High accounted for 10.9%; poor quality accounted for 8.1%; other concerns totaled 24.0%. It can be seen that consumers' drinking coffee mainly has five concerns: adverse health, affecting sleep, bad taste, high prices and poor quality.
Bags and glass bottles are consumers' favorite packaging The highest proportion of consumers like bagged coffee is 43.0%; the proportion of consumers who prefer glass bottle packaging is 21.2%; consumers who prefer boxed, bottled and cup-packed coffee The ratios were 14.2%, 13.9% and 7.6% respectively. It can be seen that bagged and bottled coffee products are consumers' favorite packaging.
The most suitable survey data for each bottle of coffee with a capacity of 100-150 grams shows that consumers think that the highest suitable ratio for each bottle of coffee is between 100-150 grams, which is 49.1%, and that the volume of coffee per bottle is 151-200. The most suitable rate is 20.6%; the best rate for each bottle of coffee is less than 100 grams, 16.1%; and the best rate for each bottle of coffee is 201-300 grams and 300 grams or more. And 6.3%. It can be seen that the capacity of each bottle of coffee is between 100-150 grams which is most suitable for consumers' needs.
The price of each bottle of coffee is set between 31-100 yuan is suitable for consumers that the price of each bottle of coffee in the 31-50 yuan selection rate is highest, reaching 39.0%; followed by the price of each bottle of coffee is believed to be 51-100 yuan The most suitable ratio is 28.6%; 18.7% of the consumers choose the price below 30 yuan; 9.1% of consumers think that the price of each bottle of coffee is between 101-150 yuan; and the percentage of consumers who choose other price ranges is very small. From the survey data, we can conclude that the price of each bottle of coffee is set between 31-100 yuan.
The monthly coffee consumption is 51-150 yuan. It is the mainstream consumer who drinks coffee on average 51-100 yuan per month. The selection rate is the highest, reaching 36.6%; followed by the consumer who spends 31-50 yuan per month on coffee. 27.4%; The percentage of consumers who spent 101-150 yuan per month on coffee is 15.0%; the selection rate for other items is very small. It can be seen that the monthly coffee consumption is 51-150 yuan which is the mainstream of coffee consumption.
The number of consumers who drink coffee this year is not much different from last year. The survey results show that the number of consumers who drink coffee this year is 19.0% compared with last year; the reduced rate is 20.9%; the proportion of consumers who answered similarly It is 60.1%. It can be seen that the amount of coffee consumed by consumers this year is not much different from last year.
The level of consumers who drink coffee this year has significantly improved compared with last year. Consumers said that the level of coffee consumption this year increased by 24.5% compared with last year; the rate of reducing the response was only 9.6%; the rate of answering the same was 65.9%. . Overall, the level of coffee consumers drink this year has improved significantly compared to last year.
Large supermarkets are the top sellers of coffee products. More than 50% of consumers regularly buy coffee products in large supermarkets, accounting for 51.5% of the selection rate; 15.5% of consumers regularly buy coffee products in medium-sized supermarkets; often in shopping malls and The proportion of consumers who buy coffee products at coffee shops is 13.5% and 13.2%, respectively; there are few consumers who buy coffee products at other sales terminals. This shows that large supermarkets are the primary sales terminals for coffee products, while medium-sized supermarkets, shopping malls and coffee shops are also important sales terminals for coffee products.
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