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Case of Market Research Project in Household Appliance Circulation Industry

2024-07-15 00:43:01 Source: Champu Consulting Visits:0

Project purpose:

Understand the scale, structure, trends and competitive landscape of the local home appliance circulation market;

Studying consumer purchasing behavior, preferences, needs and satisfaction of home appliances;

Evaluate the company's strengths and weaknesses in the market, as well as potential opportunities and threats;

Propose marketing strategy recommendations for the market and consumers.

Project Content:

The main contents of this market research include:

Literature collection and research, including industry reports, policies and regulations, media reports, etc;

Competitor research, including the basic situation of competitors, product structure, price strategy, channel layout, marketing activities, etc;

Consumer surveys, using questionnaires and in-depth interviews, sample surveys of target consumers, collect and study consumer basic information, purchasing behavior, preferences, needs, satisfaction and other data;

data collation and research, using statistical research andSWOTResearch and other methods, collate and study the collected data, draw conclusions and suggestions.

Project results:

The main results of this market research are as follows:

The market is mainly composed of large chain stores, professional home appliance stores and social e-commerce channels, and the competition is fierce.

Consumers' purchase behavior of home appliances is affected by price, brand, function, service and other factors, among which price is the most important factor. Consumers' preference for home appliances mainly focuses on intelligence, energy saving, environmental protection, and personalization. Consumers are generally satisfied with home appliances, and the main dissatisfaction is after-sales service and product quality.

The customer company has the advantages of high popularity and good reputation in the market, reasonable product structure, moderate price and wide channel coverage. But at the same time, there are also shortcomings such as insufficient product innovation ability, single marketing activities, and imperfect after-sales service.

In the market, there are opportunities such as the rapid development of the new home appliance market, the diversification of consumer demand, and the rise of social e-commerce channels.

In the market, there are threats such as rising raw material prices, increased investment by competitors, and increased consumer demand for product quality and service.

According to the results of market research, we give the following marketing strategy recommendations:

Strengthen product innovation, develop new home appliances such as intelligence, energy saving, environmental protection, and personalization that meet consumer needs, and enhance product competitiveness and added value;

Optimize the price strategy, according to the characteristics of different channels and target markets, formulate reasonable price ranges and promotional activities to increase the cost performance and attractiveness of products;

Expand the channel network, use social e-commerce and other emerging channels to expand market coverage and influence, improve product awareness and sales;

Improve service levels, establish a complete after-sales service system, provide fast, professional and caring services, and increase consumer satisfaction and loyalty.

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More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise