Consumers are the food and clothing parents of enterprises, and understanding consumers is the key to the success of enterprises. Consumer research is to collect and analyze consumer information in various ways in order to provide basis and guidance for product development, market positioning, marketing strategy, brand management, etc. The essence of consumer research is to understand the needs, motivations and behaviors of consumers, so as to meet consumer expectations, create consumer value, and establish consumer loyalty.

Consumer demand

Consumer demand refers to consumers' expectations or preferences for products or services and is the driving force of consumer behavior. Consumer needs can be divided into functional needs and emotional needs. Functional demand refers to the requirements of consumers for the basic functions, performance, quality and safety of products or services, and is the rational demand of consumers. Emotional demand refers to the requirements of consumers on the aesthetic, emotional, personality, social identity and other aspects of products or services, which is the irrational demand of consumers. The formation and change of consumer demand is influenced by many factors, such as consumer's personal characteristics, social environment, cultural background, psychological state and so on.

The research of consumer demand is mainly through questionnaires, in-depth interviews, focus groups, experiments, observation and other methods to collect consumer opinions, feelings, attitudes, preferences and other data, and then through statistical analysis, cluster analysis, factor analysis, correlation analysis and other methods to quantify and classify consumer demand, so as to find out the level of consumer demand, structure, characteristics, differences and so on. The research of consumer demand can help enterprises to determine the target market, formulate product strategy, optimize product design, improve product quality, increase product added value and so on.

Consumer Motivation

Consumer motivation refers to the internal causes of consumer behavior and is the driving force of consumer behavior. Consumer motivation can be divided into physiological motivation and psychological motivation. Physiological motivation refers to the consumption behavior of consumers in order to meet the survival and physiological needs, such as diet, sleep, health and so on. Psychological motivation refers to the consumer behavior in order to meet the psychological and social needs, such as cognition, emotion, self-realization, social interaction and so on. The formation and change of consumer motivation is influenced by many factors, such as consumer's personality, values, motivation intensity, motivation direction, motivation conflict and so on.

The study of consumer motivation mainly explores consumers' subconsciousness, psychological needs, value orientation, purchase motivation, etc. through project testing, association testing, situational analysis, story completion, role-playing and other methods, and then explains and summarizes consumer motivation through content analysis, thematic analysis, text analysis and other methods, so as to reveal the connotation, type, characteristics and influence of consumer motivation. The study of consumer motivation can help enterprises understand the psychological needs of consumers, create consumer emotional value, stimulate consumer desire to buy, enhance consumer brand loyalty and so on.

consumer behavior

Consumer behavior refers to the behavior of consumers in the process of looking for, purchasing, using, evaluating and disposing of products or services, which is the embodiment of consumer demand and motivation. Consumer behavior can be divided into information search behavior, purchase decision behavior, use behavior, evaluation behavior and disposal behavior. Information search behavior refers to the behavior of consumers collecting and processing information about products or services before purchasing, such as consulting, comparing, trying, etc. Purchase decision behavior refers to the behavior of choices and judgments made by consumers at the time of purchase, such as brand, price, channel, time, etc. Usage behavior refers to the behavior of consumers using products or services after purchase, such as frequency, mode, scene, etc. Evaluation behavior refers to the behavior of consumers evaluating the satisfaction and loyalty of products or services after use, such as feedback, recommend, re-purchase, etc. Disposal behavior refers to the behavior of the consumer to deal with the product or service after use, such as retention, transfer, donation, recycling, etc. The formation and change of consumer behavior is influenced by many factors, such as consumer's personal factors, environmental factors, psychological factors, social factors and so on.

The research of consumer behavior is mainly through transaction data, behavior tracking, behavior experiment, behavior simulation and other methods to observe and record the behavior of consumers in different stages and environments, and then through description analysis, regression analysis, cluster analysis, structural equations and other methods to model and predict consumer behavior, so as to reveal the law, mode, influence and effect of consumer behavior. The research of consumer behavior can help enterprises optimize marketing mix, improve marketing efficiency, increase marketing effect, enhance marketing competitiveness and so on.

The case of Champ Consulting.

Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu consulting company has rich experience and advantages in consumer research, providing high-quality consumer research services for customers in many industries and fields. The following are some of the consumer research cases of Champ Consulting:

Case 1: Consumer survey of a well-known catering brand

A well-known catering brand is one of the largest hot pot chain enterprises in China, with multiple sub-brands and categories, covering different consumer groups and market needs. The brand commissioned Shangpu Consulting to conduct consumer research to understand consumers' perceptions, attitudes and behaviors towards its brands, products and services, as well as consumers' needs and motivations, so as to support its brand strategy and marketing strategy.

Shangpu Consulting uses a variety of consumer research methods, including questionnaires, in-depth interviews, mysterious customers, online communities, etc., to conduct a comprehensive and in-depth study of the brand's target consumers and competitors' consumers. Through data analysis and model building, Champu Consulting has come up with the following mainConclusion：

The brand image of the brand in the minds of consumers is a hot pot brand with high high quality, high cost performance, high service level and high innovation ability. It has strong brand awareness and loyalty, but there are also some problems of brand simplification and homogenization.

The brand's products and services perform well in terms of consumer satisfaction and loyalty, but there is also some room for improvement, such as product taste, health, diversity, etc., and service speed, warmth, and personalization.

Consumers' needs and motivations for the brand are mainly to meet the physical and psychological needs of themselves and their families, such as satiety, delicacy, comfort, relaxation, family affection, etc., but there are also some consumers who are motivated by social and emotional needs, such as making friends, dating, celebrating, sharing, etc.

In the process of choosing the brand, consumers are affected by many factors, such as personal preferences, experience, budget, etc., as well as the atmosphere of the environment, location, reputation, etc., the most important factor is the quality of the product and the level of service.

Based on the results of consumer research, Champu Consulting made the following recommendations for the brand:

The brand should continue to maintain its brand advantages of high quality, high cost performance, high service level and high innovation ability, and at the same time strengthen the differentiation and diversification of its brand to adapt to different consumer needs and market changes.

The brand should further optimize its products and services, increase the attractiveness of the taste, health and diversity of the products, and improve the satisfaction of the speed, warmth and personalization of the service, so as to enhance the loyalty and recommend of consumers.

The brand should pay more attention to the needs and motivations of consumers, design products and services that are more in line with consumer psychology, and more emotional brand communication, thereby increasing consumers' emotional value and brand loyalty.

The brand should have a better understanding of consumer behavior and influencing factors, develop more targeted marketing strategies, and a more effective marketing mix, thereby increasing consumer purchase intention and behavior.

Case 2: Consumer survey of a well-known automobile brand

A well-known car brand is one of the world's leading luxury car manufacturers, with multiple sub-brands and models, covering different consumer groups and market needs. The brand commissioned Shangpu Consulting to conduct consumer research to understand consumers' perceptions, attitudes and behaviors towards its brands, products and services, as well as consumers' needs and motivations, so as to support its brand strategy and marketing strategy.

Shangpu Consulting uses a variety of consumer research methods, including questionnaires, in-depth interviews, mysterious customers, online communities, etc., to conduct a comprehensive and in-depth study of the brand's target consumers and competitors' consumers. Through data analysis and model building, Champu Consulting has come up with the following mainConclusion：

The brand image of the brand in the minds of consumers is a high-end, high-quality, high-tech and high-performance luxury car brand, which has strong brand awareness and loyalty, but there are also some problems of brand conservatism and aging.

The brand's products and services perform well in terms of consumer satisfaction and loyalty, but there are also some room for improvement, such as product design, comfort, energy saving, etc., as well as convenient, professional, and caring services.

Consumers' demand and motivation for the brand is mainly to meet the physical and psychological needs of themselves and their families, such as safety, comfort, enjoyment, self-confidence, etc., but there are also some consumers out of social and emotional needs, such as status, recognition, respect, belonging, etc.

In the process of choosing the brand, consumers are affected by many factors, such as personal income, education, values, etc., as well as environmental culture, policies, competition, etc., the most important factor is the quality of the product and the reputation of the brand.

Based on the results of consumer research, Champu Consulting made the following recommendations for the brand:

The brand should continue to maintain its high-end, high-quality, high-tech and high-performance brand advantages, while strengthening the innovation and rejuvenation of its brand to adapt to different consumer needs and market changes.

The brand should further optimize its products and services, increase the attractiveness of product design, comfort, energy saving, etc., and improve the satisfaction of convenient, professional, and caring services, thereby enhancing consumer loyalty and recommend.

The brand should pay more attention to the needs and motivations of consumers, design products and services that are more in line with consumer psychology, and more emotional brand communication, thereby increasing consumers' emotional value and brand loyalty.

The brand should have a better understanding of consumer behavior and influencing factors, develop more targeted marketing strategies, and a more effective marketing mix, thereby increasing consumer purchase intention and behavior.