大学周边奶茶市场调研分析报告spss.docxVIP

XX大学大学奶茶市场消费偏好情况 调研汇报 目录 调查背景·····························································2 调研项目介绍·························································2 调研目标·····························································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） 二手资料搜集···························································5 （三） 定性调研（焦点问题小组访谈）·············································5 （四） 问卷设计和试调研·······················································5 （五） 制订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 现实状况分析 基础描述分析···························································6 基于消费者行为选择深层探究··········································12 附录：编码方案·························································20 对策提议·································································21 改善完善·································································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 伴随大学生消费需求增加，我校周围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。奶茶市场是宽广，但伴随不停增加店面数量，每家奶茶店市场和受欢迎程度却不尽相同。造成消费者对奶茶店铺偏好不一样原因研究成了奶茶店制订营销策略和打造品牌至关要素。 在校学生为奶茶店关键消费者。其满意程度直接决定了奶茶店营业营销量。现在校园奶茶市场靠近饱和，奶茶店产品、价格区间、装潢、特色产品各不相同，校园市场消费群体大，概括消费者范围广，选择校园周围奶茶店铺作为调研样本