关于荆州市伊利纯牛奶消费者满意度调查分析报告.doc

工程技术学院 市场调研报告 题 目： 荆州市伊利牛奶市场调研报告 人 员： 龙吕叶子 专业班级： 市销(专)61002班 指导教师： 黄 璟 老 师 时 间： 2011.11.15 ~ 2010.12.3 荆州市伊利牛奶市场调研报告 荆州市伊利牛奶市场调查报告 【摘要】： 荆州市伊利纯牛奶消费者满意度调查分析报告是通过方案设计，问卷设计，问卷调查，数据处理，撰写报告等一系列的过程来完成的。此次市场调研主要是调查消费者对伊利的满意度，因此我们从消费者对伊利产品满意度（分为产品质量满意度，产品价格满意度，和产品种类满意度）进行调查，忠诚度（只选择购买伊利）为重点来展开的， [关键字] 调研目的，调研方法，数据分析，结论建议，心得 目录 引言 ··········································································································································· 1 一、调研目的 ···························································································································· 1 二、调研方法 ···························································································································· 1 （一）调研设计 ·························································································································· 1 （二）资料收集的方法 ·············································································································· 1 （三）抽样方式 ·························································································································· 2 三、调查数据统计分析 ············································································································· 2 （一）关于消费者的信息分析 ·································································································· 2 （二）消费者购买的方面 ·········································································································· 4 （三）购买品牌及其忠诚度 ······································································································ 8 （四）购买原因 ·························································································································· 9 （五）购买信息来源 ·················································································································· 9 （六）伊利品牌的促销方式 ······················