We are 06 news media college classes college students, in order to better understand college students on consumer demand for mobile phones, better service for college students, we have carried out the survey activities. I hope you are out of his busy schedule a little precious time to help us complete the following questionnaire. Thank you for your cooperation!
1, sex: A, M B, M
2, your grade? A, freshman B, sophomore C, St. Paul D, a senior
3, your monthly living expenses are? A, 300 yuan B ,300-600 of $ C ,600-800 of $ D ,800-1000 of $ E 1000 or more
4, do you have a phone right now? A do not have B
5, referred to the phone mind you, there's the first brand is?
A Nokia B Motorola C Samsung F Siemens D Sony E Philips H Bird G Haier I Konka Lenovo G LG K Capitel L NEC M other N TCL O
6, What is your favorite mobile phone brand?
A Nokia B Motorola C Samsung F Siemens D Sony E Philips H Bird G Haier I Konka Lenovo G LG K Capitel L NEC M other N TCL O
7, to buy your next cell phone brand is?
A Nokia B Motorola C Samsung F Siemens D Sony E Philips H Bird G Haier I Konka Lenovo G LG K Capitel L NEC M other N TCL O
8, you are using a mobile phone models? A straight B fold rotation C
9 What is your favorite feature is the phone? (Can be selected)
A with MP3, MP4 function of B with C 16 digital camera D32 chord chord chord E 40 other F GPRS G
10, to buy your next mobile phone models? A straight B fold rotation C
11, the mobile phone your favorite style? A straight B fold rotation C
12, do you think cell phones should be divided into male and female mobile phone you? A, is B, not C, do not care
13, do you think the design of mobile phone lovers are necessary? A, there are B, no C, no
14, do you think the best cell phone to see what kind of shell? A, metal B, Leather C, plastic D, other
15, generally how long do you replace a mobile phone?
A one-month B-year D year C only for E with bad-for-F never new that is listed for other G
16, you pay more attention to the requirements of mobile phones, what? () (Can be selected)
A quality B Price C Service D function E configure the appearance of models F and G to expand the health of H Weight I brand G standby time K Color M other L
17, your understanding of the mobile channel for that?
A television network B Newspapers C students D exchange between a friend E campaign fliers F stores G ad (H) Other
18 of your intention to the appropriate price is the number of mobile phone?
A 1000 yuan B 1000-1500C 1500-2000 D2000-2500 E 2500-3000 F3000 over
19, you replace the phone several times? A a B two C three D more than three F-free
20, if you had to replace the phone, you phone the replacement of the main reasons for that?
A look good, the new models B more convenient to use the spending power of C high D status symbol E with others, I would like to have the F尝尝鲜
21, you generally go to buy mobile phones? A mobile C stores supermarkets B, D Unicom network of supermarkets or department stores E
22, you would like to have a special "tailor-made for college students," cell phone right? A, I hope B, do not want to C, does not matter
23, your Nokia phone whether it is satisfied with the quality of service?
A very satisfied with the B was satisfied with the C is not satisfied with the general D is not satisfied with the E
24, you have the following Nokia mobile phones are not satisfied with those services?
A consulting services B Sales and Service C Service D Service E Other complaints
25, you wish cell phone manufacturers to provide what kind of services
A, school maintenance B, students store C, cell phone store
26, your views on how the Nokia ad?
A bad B good D good general C
27, your favorite kind of Nokia phone?
28, your Nokia cell phone comments or suggestions: (the best can add their own point of view)
A cheap price to form B to C to improve the quality of after-sales service to improve the D to improve
------------------------------ Thank you for your participation, I wish you a pleasant day!
Nokia mobile phones market research report
I. The objectives of the survey: To understand the Nokia mobile phone in the situation of university students
In recent years, with mobile phones in the popularity of the campus, a growing number of mobile phone manufacturers set our sights on the campus of this potentially huge market. In order to understand the cell phone in the general situation of university students, the use of effects and consumption, have mobile phone sales in the university and the market prospects, we have decided to survey college students on campus for the first time the mobile phone market research. Nokia brand as a result of the use of a wider campus, so we have done for the brand market research.
Second, the survey target: college students
Third, the survey items: (see Annex - Questionnaire)
Fourth, the investigation period: November 26, 2007 - December 2, 2007
Fifth, the survey Location: Jilin Institute of Modern Media Institute of the Arts, Changchun University of
Sixth, the investigating officers: Li Jing-Wen Yang Anjani Shuai Zhang Zhi stem suspicion晓卉search
Seven, the survey method: a written questionnaire
VIII, the survey methodology:
1. By the investigation team members in consultation questionnaire to determine the form of written documents, I conducted into the electronic version of the questionnaire.
2. To mobilize all members of the investigation team should be widely publicized, there are two main methods of promotion: first, to allow their friends to complete the questionnaire, and the other is to Changchun University graduate students the second questionnaire.
3. The investigation is completed, by all group members on an analysis of survey data
4. To write research reports
9, statistical analysis of survey data:
The survey and a total of 40 participants completed the questionnaire, from eight colleges and universities in Changchun City, the effective recovery rate of 98%, and friends participate in the investigation of high randomness, gender composition was basically the same, of which women account for 53.3% male ratio is 46.6%,
The college ensures that the phone has a certain universal significance of research. We aimed at college students have mobile phones and demand conditions, the students requested an analysis of the use of mobile phones, mobile phone tribe students in dynamic analysis of the consumer, the consumer group of students motivated mobile analysis, mobile group of students established the goal of five aspects of analysis of statistical data and analysis.
1. University students have mobile phones and demand conditions:
Survey data show that the respondents have 100% of students have cell phones, while 16% of students will replace the phone in the near future. As can be seen from these data: With the improvement of living standards of people, cell phone in the university is no longer a novelty, and have begun to popularize the. Students in the cell phone market has become a consumer group that can not be ignored.
2. Students requested an analysis of the use of mobile phones
① most important quality
Choice of mobile phone consumers the main factors to consider are: the quality of 21%, 19% appearance, 18% of price, features 18 percent, 11 percent brand, 9% of after-sales service, advertising 2%, other 2% is also . Among them, the consumers the highest quality, mobile communication tool is the day-to-day, if poor quality, will give consumers a great deal of inconvenience.
In addition, the appearance of some consumer demand for high style, has introduced a new mobile phone manufacturers cater to a large extent, their tastes, as young college students. With the improvement of living standards, as well as the age held the decline in mobile phones, consumer price sensitivity will be reduced, while the appearance of demanding style.
② middle and low product more popular
The price of the phone survey, we found that consumers tend to 1000-1500 yuan price, the proportion is as high as 44.5%. In addition, 29 percent of consumers said they would choose to 1,000 yuan phone. Of course, there are some consumers to buy higher-priced handsets, including the election of 1500-2000 yuan accounted for 15 percent of consumers, more than 2,000 yuan accounted for 12%.
③ purchase a higher concentration of sites
Place for consumers to buy mobile phones found that the location of mobile phone consumers to buy more concentrated, and large supermarkets in the phone store and brand, the rates were 56% and 38%, other 6.5% only. Cell phones are high-tech products, consumers find it hard to understand whether its performance has improved, the quality is reliable, they can do to sales of credit and expertise as a criterion, and the mobile phone brand stores supermarkets or the quality of the sales staff is relatively high, thus easy to win the trust of consumers. In addition the phone's price advantage supermarkets students and friends also an important factor to consider.
④ the complexity of mobile phone brands
In this investigation, I found that the use of Nokia's largest, accounting for 46.25%, other 15.00%, such as Motorola, Ericsson 6.25%, Siemens 6.25%, 13.75%, Samsung, Philips 5.00 percent, 7.50 percent were other.
3. Student mobile phone tribe analysis of consumer motivation
After the learning process of a clear consumer demand for its consumer power intensive, the students gradually formed a mobile phone tribe to buy a specific motive. Consumption of mobile phone tribe student motivation can be divided into the following four:
First. Truth-seeking motives to buy. According to the survey indicated that students in the purchase of mobile phone consumers, the most or focus on quality and practical function: 39% of respondents said that the ease of use and durability is the most important; In addition, there are those who think that 9 percent of after-sale phone quality of service is critical. The formation of the reasons that motivated the purchase, in addition to the consumption of their most basic needs: the need for work associated with their effects, to a large extent is also affected by the extent of their greater dependence of consumption and their own lack of experience, such as the purchasing power of the weak factors.
II. New purchase motivation. Consumers to buy mobile phones of students, most respondents think that the premise of quality assurance, first of all, consider the mobile phone designs, such as shape, size, thickness, materials, colors and so on. At the same time, 61% of students want to have to "tailor-made cell phones college students." Second, consider the phone's internal functions, such as whether to support the Chinese character input, whether to support the WAP, voice dial support, whether with hands-free functions. And the majority of respondents were clear that the purchase would give priority to quality, the design of lightweight, fashionable, stylish colors, functional cell phone够炫. This group of students to buy mobile phones have a motivated, with the students a special consumer spending are inseparable. As students of members of consumer groups which are in 18-23 years old, thinking that life in the most active and changeable gold adolescence, warm, open, unrestrained, free and frank character of modern society greatly improved living conditions, science and technology the rapid development of various concepts, the surging trend of thought, given their strong spirit of adventurous spirit and practice, for new things, new concepts of attention and learning, they gradually formed a novelty, difference of the consumer psychology, which a direct impact on consumer psychology and novelty of their motivation to buy the produce.
III. For the purchase of motivation will be. According to the students in front of family analysis of cell phone and learned that most students buy the real purpose of the phone is convenient with their families, friends, contact the employing units. For the purchase of mobile phone contact with their families for this purpose, according to surveys, most students have mobile phone tribe's parents hold a positive attitude and this attitude of students motivated to buy mobile phones have a family has a direct role in promoting. In addition, there are some college students approaching graduation pass any recruitment information for fear of pressure, but also promoted the emergence of such a motivation to buy.
IV. For the purchase of motivation Lian. Most students can afford mobile phone tribe prices between 1000-1500 yuan. In other words, they need the middle of the phone. In general, the motivation and the emergence of China's overall national strength is not strong, the low per capita consumption levels are closely linked. This has constrained the current economic situation is still in direct dependence of consumer mobile phone tribe stage students of spending power, resulting in the selection of their mobile phone when the eyes are usually on the low-price models. In addition, in order to achieve the purpose of economical and practical, they often choose to rent or rent-free lower recharge cards to use. It is noteworthy that such a motive for the purchase of cheaper is not always the pursuit of low prices in order to save money for the purpose, more often as long as the price of mobile phone tribe reached the hearts of students of "reasonableness" of low-cost, the motivation arises .
Under normal circumstances, students in this group of four mobile phone consumer is not an independent existence of the motive, but intertwined together to promote their further occurrence of consumer behavior. In fact, for consumers, consumer motivation as it is meant that the means of consumption, consumer spending goals a series of psychological and consumer behavior, this group of students for mobile phones is no exception. Therefore, students in four mobile phone tribe intertwined in the development of consumer motivation, the following combination of motivated action in the hope that the result will be the development of a series of consumer motivation to meet goals, and ultimately make purchase decisions.
4. Marketing recommendations: From the above analysis, we should clearly see the students is really a consumer of the consumer groups can not be ignored, and as time goes by, this particular consumer groups increasingly showing its huge consumption potential . Therefore, to enhance their attention and to intensify the development of this new market, for all major mobile phone manufacturers out of their plight, to break the bottleneck, it will play a positive role in promoting. In this connection, we have put forward several proposals for reference marketing:
First. Continue to middle and low phone line, designed for students of consumer development, design functionality is not very wide, but consumer groups have some students prefer the basic functions and styles, shapes, colors and so on mobile phones to attract students, which students grasp the consumer is very good way.
II. Handset vendors for example, the choice at the point of sale, mainly on the phone from the mobile phone close to shopping schools and shops on its own brand sales; in the promotion, the selection of students presented a gift like manner; in pricing, select the middle and low price.
III. The brand's advertising agency, the emphasis on the brand and to play down the emotional factor in the function of the difference between brand factors and dynamic young star's image as its spokesperson to give the cell phone is full of youthful vitality, and positive brand特征.
IV. In the advertising channels, it is necessary to strive to ensure wide dissemination of the whole surface. Special attention should be paid, with the network development, especially in college, the popularity of the Internet has started, and the publicity channels can not be overlooked.
Fifth. In the sales channels of competition, manufacturers and retailers should seek to "back-to-back" of the strategic partnership. Strong grasp of the big dealers, to give favorable support to the combat effectiveness to a level, on this basis, the budget will be distributed to retailers in particular, put the focus point of the phone monopoly and let the implementation of various strategies and to encourage measures to enhance the cohesion of manufacturers and retailers in order to retailers to manufacturers to promote products.
5. Conclusion: Overall, this survey was a success, reaching the desired objective. More comprehensive study of the effects of mobile phone consumption factors of university students. However, not enough depth, especially the theoretical support is not enough. I would like to present investigation for future research under the bedding.
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