XX大学周边奶茶市场调研报告spss.docxVIP

XX大学大学奶茶市场消费偏好情况 调研报告 PAGE 22 目录 调查背景·····························································2 调研项目简介·························································2 调研目的·····························································2 调研内容······························································2 调研范围·······························································3 调研对象·······························································3 调研样本·······························································3 调研内容·······························································3 研究框架设计 研究方法·······························································3 进度安排·······························································4 调研过程 （一） 调查对象·······························································5 （二） 二手资料收集···························································5 （三） 定性调研（焦点问题小组访谈）·············································5 （四） 问卷设计与试调研·······················································5 （五） 制定抽样方案和正式调研·················································5 （六） 样本有效性检验·························································5 （七） 数据处理·······························································5 现状分析 基本描述分析···························································6 基于消费者行为选择的深层探究··········································12 附录：编码方案·························································20 对策建议·································································21 改进完善·································································21 附录一：调查问卷截图·························································22 附录二：ppt截图·····························································24 附录三：小组分工·····························································27 调研背景 随着大学生的消费需求增加，我校周边的奶茶店数量越来越多，质量良莠不齐，产品各具特色，价格也不相相同。奶茶市场是广阔的，但随着不断增加的店面数量，每家的奶茶店的市场与受欢迎程度却不尽相同。造成消费者对奶茶店铺偏好不同的原因研究成了奶茶店制定营销策略与打造品牌的至关要素。 在校学生为奶茶店的主要消费者。其满意程度直接决定了奶茶店的营业营销量。如今校园奶茶市场接近饱和，奶茶店的产品、价格区间、装潢、特色产品各不相同，校园市场消费群体大，概括消