Mobile phone film is a product used to protect the screen and body of mobile phone, mainly including PP material film, PVC material film, PET material film, ARM material film and other types. Its function has also developed from the original simple scratch-resistant protective film to various functional protective films such as peep-proof film, mirror film, AR film, frosted film, HD film, blue-ray-resistant film, toughened film and so on.

With the popularity of smart phones, the mobile phone film market is also showing a rapid growth trend. According to statistics, the size of China's mobile phone film market in 2020 was 23.63 billion billion yuan, up 2.83 percent year-on-year, with a compound annual growth rate of 9.90 percent.

It is estimated that by 2026, the size of China's mobile phone film market will reach 31.7 billion billion yuan.

The development of the mobile phone film market is inseparable from the needs and preferences of consumers. Consumers' demand for mobile phone films includes not only the basic functions of protecting mobile phones, but also eye protection, anti-peeping, beautification, personalization and other needs.

Consumers' preference for mobile phone films is also affected by many factors, such as mobile phone brand, mobile phone model, mobile phone film brand, mobile phone film material, mobile phone film function, mobile phone film price, mobile phone film appearance, mobile phone film quality, mobile phone film service life, Mobile phone film purchase channels, mobile phone film purchase frequency, mobile phone film purchase motivation, mobile phone film purchase reference, etc.

Understanding the needs and preferences of consumers is of great significance to enterprises in the mobile phone film industry, which can help them optimize product design and marketing strategies and enhance market competitiveness.

In order to understand the needs and preferences of consumers, companies in the mobile phone film industry need to conduct research on consumer buying habits. Consumer buying habits refer to a stable behavior pattern shown by consumers when buying a certain product, including consumers' purchase motivation, purchase purpose, purchase time, purchase place, purchase quantity, purchase method, purchase object, purchase reference, etc.

The research of consumer buying habits is a method of market research, which aims to reveal the purchasing psychology and purchasing rules of consumers by collecting, analyzing and interpreting the data of consumer buying behavior, and provide the basis for the product development and marketing of enterprises.

Taking Shangpu Consulting Company as an example, this paper introduces the research methods of consumer purchase habits of mobile phone film, including research purpose, research content, research object, research tools, research process and analysis of research results. 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 customer resources in the field of market research. It has provided professional market research and related consulting services to more than 5000 customers, and its service customers cover many industries. Shangpu Consulting also has in-depth research in the mobile phone film industry, and has provided market research, investment consulting, IPO consulting and other services for many mobile phone film companies.

Research Purpose

The purpose of the research on the purchasing habits of mobile phone film consumers is:

Understand the basic situation of mobile phone film consumers, such as gender, age, income, education, occupation, etc;

Understand the purchase behavior of mobile phone film consumers, such as purchase motivation, purchase purpose, purchase time, purchase place, purchase quantity, purchase method, purchase object, purchase reference, etc;

Understand the needs and preferences of mobile phone film consumers, such as the needs and preferences of mobile phone film brand, material, function, price, appearance, quality, service life, etc;

Understand the satisfaction and loyalty of mobile phone film consumers, such as the use of mobile phone film feelings, evaluation, suggestions, re-purchase intention, recommend intention, etc;

Understand the market distribution and market potential of mobile phone film consumers, such as the number, proportion, growth rate and consumption level of mobile phone film consumers in different regions, different groups and different market segments;

Understand the market trends and market opportunities of mobile phone film consumers, such as changes in demand, preferences, changes in purchase behavior, market demand growth points, and market competitive advantages.

Research content

According to the purpose of the research, the research content of the purchase habits of mobile phone film consumers mainly includes the following aspects:

Basic consumer information, such as gender, age, income, education, occupation, etc;

Consumer mobile phone information, such as mobile phone brand, mobile phone model, mobile phone price, mobile phone use time, etc;

Consumer mobile phone film information, such as mobile phone film brand, mobile phone film material, mobile phone film function, mobile phone film price, mobile phone film appearance, mobile phone film quality, mobile phone film service life, etc;

The behavior of consumers buying mobile phone films, such as purchase motivation, purchase purpose, purchase time, purchase place, purchase quantity, purchase method, purchase object, purchase reference, etc;

Consumer demand and preference for mobile phone film, such as demand and preference for mobile phone film brand, material, function, price, appearance, quality, service life, etc;

Consumers' satisfaction and loyalty to the mobile phone film, such as the use feeling, evaluation, suggestion, purchase intention and recommend intention of the mobile phone film;

The market distribution and market potential of consumers, such as the number, proportion, growth rate and consumption level of mobile phone film consumers in different regions, different groups and different market segments;

Market trends and market opportunities faced by consumers, such as changes in consumer demand, changes in preferences, changes in purchasing behavior, market demand growth points, and market competitive advantages.

Research object

The survey of consumer buying habits of mobile phone films refers to those who have purchased or are interested in purchasing mobile phone films, including the following categories:

Consumers who have already purchased mobile phone films, that is, those who have already used mobile phone films, can reflect the use effect and satisfaction of mobile phone films, as well as their willingness to re-purchase and recommend mobile phone films;

Consumers who are interested in buying mobile phone films, that is, those who have not used mobile phone films, but have plans or are interested in buying mobile phone films, can reflect the needs and preferences of mobile phone films, as well as the purchase motivation and purchase reference of mobile phone films;

Consumers who are potential to buy mobile phone films, that is, those who have not used mobile phone films and have no clear purchase plan or interest, but may buy mobile phone films in the future, can reflect the market potential and market opportunities of mobile phone films, as well as their cognition and attitude towards mobile phone films.

Research Tools

Mobile phone film consumer buying habits research tools refer to those used to collect and analyze consumer buying behavior data methods and means, mainly the following:

Questionnaire survey, that is, by designing a series of questions, issuing them to consumers or filling them in online, collecting data on consumers' basic information, purchasing behavior, needs and preferences, satisfaction and loyalty, and then conducting statistical analysis and summary to obtain the results of the survey andConclusion. The advantages of questionnaire survey are that a large amount of data can be collected, covering a wide range of consumer groups, simple operation, low cost, quantifiable data, and easy analysis. The disadvantage of the questionnaire survey is that there may be problems such as untrue, incomplete and inconsistent answers from consumers, which affect the quality and validity of the data. At the same time, it can not deeply understand the purchasing psychology and purchasing rules of consumers, and can only obtain superficial data andConclusion。

In-depth interviews, that is, through face-to-face or telephone, Internet and other means of communication with consumers, ask some open questions to consumers, guide consumers to freely express their views, feelings, experiences, suggestions, etc., collect data on consumers' purchasing behavior, needs and preferences, satisfaction and loyalty, and then carry out content analysis and theme refinement to obtain research results andConclusion. The advantage of in-depth interviews is that they can collect rich data, gain an in-depth understanding of consumers' buying psychology and buying patterns, have high data quality and strong effectiveness, and can discover some hidden or new problems and opportunities. The disadvantages of in-depth interviews are that they take more time and energy, cover limited consumer groups, complex operations, high costs, and data are difficult to quantify and analyze.

Focus group, that is, by inviting some representative consumers to form a group of 6- 10 people, a professional host will guide the group members to discuss the relevant topics of mobile phone film, observe and record the group members' speech, expression, body reaction, etc., collect data of consumers' purchasing behavior, needs and preferences, satisfaction and loyalty, and then carry out content analysis and theme refinement, and obtain the research results andConclusion. The advantage of focus groups is that they can collect a variety of data, use the interaction and influence of group members, stimulate consumers' thinking and creativity, high data quality, strong effectiveness, and be able to discover some hidden or new problems and opportunities. The disadvantages of focus groups are that it takes more time and energy, covers a limited number of consumers, is complex to operate, costs are high, and the data is difficult to quantify and analyze.

Investigation process

The research process of consumer buying habits of mobile phone film refers to the specific steps of investigating consumer buying habits, which mainly includes the following stages:

Research preparation, that is, before conducting research, clarify the purpose, content, objects, tools, time, budget, etc. of the research, formulate research plans and plans, design research questionnaires, interview guides, discussion topics, etc., select research samples and channels, train research personnel, prepare research equipment and materials, etc;

Research implementation, that is, according to the research plan and plan, the use of questionnaires, in-depth interviews, focus groups and other tools to collect consumer purchase behavior, needs and preferences, satisfaction and loyalty and other data, while paying attention to the process of recording research and problems, to ensure the quality and efficiency of research;

Research and analysis, that is, cleaning, sorting, classification, coding, statistics, induction, summary of the collected data, using descriptive analysis, correlation analysis, causal analysis, cluster analysis, factor analysis and other methods, analysis of consumer purchase behavior, needs and preferences, satisfaction and loyalty, etc., to extract the results and conclusions of the survey;

Research report, that is, according to the results and conclusions of the research, write a research report, including the background, purpose, content, object, tools, process, results, conclusions, suggestions, etc. of the research, and display the process and results of the research in the form of charts, images, videos, etc., so as to provide reference and basis for the product development and marketing of enterprises.

Analysis of research results

The analysis of the research results of the purchasing habits of mobile phone film consumers refers to the characteristics of consumers' purchasing behavior according to the results and conclusions of the research and analysis. For example, the main motivation of consumers to buy mobile phone film is to protect mobile phones, followed by beautifying mobile phones and personalizing mobile phones. The main purpose of consumers buying mobile phone film is to improve the service life of mobile phones, followed by improving the use experience and effect of mobile phones; the main time for consumers to buy mobile phone films is within one month after purchasing the mobile phone, followed by damage or failure of the mobile phone film; the main place for consumers to buy mobile phone films is online, followed by mobile phone specialty stores and mobile phone accessories stores; the main quantity for consumers to buy mobile phone films is to buy one at a time, followed by two or more at a time; the main way for consumers to buy mobile phone films is to choose and buy, the second is to buy through the recommend and help of friends or family members; the main object of consumers buying mobile phone film is themselves, followed by relatives, friends or colleagues; the main reference for consumers to buy mobile phone film is the brand, price, quality, function and appearance of mobile phone film, followed by the evaluation, word-of-mouth and sales volume of mobile phone film;

The characteristics of consumer demand and preference, such as consumers have certain cognition and preference for the brand of mobile phone film, and generally choose brands with high popularity, good reputation and quality assurance, such as Tieba, Monet, Nokia, etc.; consumers have certain demand and preference for the material of mobile phone film, and generally choose durable, scratch-resistant, fingerprint-resistant, oil-proof and waterproof materials, such as PET, ARM, tempered film, etc; consumers have certain needs and preferences for the functions of mobile phone films. They generally choose eye protection, anti-peep, beautification, and personalized functions, such as anti-blue light, mirror, AR, frosted, etc.; consumers have certain prices for mobile phone films. Demand and preference, generally choose mobile phone films with high cost performance, moderate price and reasonable price, such as mobile phone films between 10 and 50 yuan; consumers have certain needs and preferences for the appearance of mobile phone films. Generally, they will choose mobile phone films that match the mobile phone, match the personal style, and adapt to the occasion, such as color, pattern, style, etc.; consumers have the quality of mobile phone films. Certain needs and preferences, generally choose mobile phone films with good quality, stable quality, and reliable quality, such as no bubbles, no damage, no deformation, etc; consumers have certain needs and preferences for the service life of mobile phone films. Generally, they will choose mobile phone films with long service life, stable service life, and predictable service life. If they can be used for more than half a year, they will not be damaged due to frequent use, and they will not be damaged due to Environmental factors, etc;

The characteristics of consumer satisfaction and loyalty. For example, consumers are generally satisfied with the use of mobile phone films. They believe that mobile phone films can effectively protect mobile phones, increase the service life of mobile phones, improve the use experience and effect of mobile phones, and beautify mobile phones. Personalized mobile phones; consumers' evaluations of mobile phone films are generally positive, and they believe that the brand, price, quality, function and appearance of mobile phone films meet their own needs and preferences, there are no quality problems or use problems; Consumers' suggestions for mobile phone films generally hope that mobile phone films can be more diversified, innovative and personalized to meet the different needs and preferences of different consumers. At the same time, they also hope that mobile phone films can be cheaper, more convenient and faster, and reduce consumers' purchase and use costs. Consumers' willingness to repurchase mobile phone films is generally high, indicating that if the mobile phone film is damaged or fails, or they want to replace the mobile phone film, will buy mobile phone film again, and will give priority to the brands and channels they are familiar with and trust; Consumers' willingness to recommend mobile phone films is generally high, indicating that if relatives, friends or colleagues need to buy mobile phone films, they will take the initiative to recommend the mobile phone films they have used, or help them choose and buy mobile phone films.

The characteristics of consumer market distribution and market potential, such as the geographical distribution of consumers is mainly concentrated in first-tier cities and second-tier cities, accounting for 40% and 35% respectively, followed by third-tier cities and fourth-tier cities, accounting for 15% and 10% respectively; The distribution of consumers is mainly concentrated in young people and middle-aged people, accounting for 50% and 30% respectively, followed by the elderly and children, the market segments of consumers are mainly concentrated in the high-end market and the middle-end market, accounting for 40% and 40% respectively, followed by the low-end market and the special market, accounting for 10% and 10% respectively. The market potential of consumers is mainly reflected in the following aspects: first, with the popularization and update of smart phones, the demand and replacement frequency of mobile phone films will increase, increasing the market scale and market share of mobile phone films; second, with the improvement of consumers' consumption level and consumption awareness, the consumption structure and consumption pattern of mobile phone films will change, increasing the market value and market benefit of mobile phone films; third, with the diversification and personalization of consumers' needs and preferences, the product types and functions of mobile phone films will be innovated and changed, increase the market competitiveness and market attractiveness of mobile phone films.

The characteristics of consumer market trends and market opportunities, such as consumer market trends are mainly manifested in the following aspects: first, consumer demand for mobile phone films has changed from a single protection function to multiple beautification functions and personalized functions, increasing the added value and differentiation of mobile phone films; Second, consumers' preference for mobile phone films has changed from traditional PP film and PVC film to new PET film and ARM film, increased the quality and performance of mobile phone films; third, consumers' purchase behavior of mobile phone films has shifted from offline mobile phone stores and mobile phone accessory stores to online e-commerce platforms and social media, increasing the convenience and reference of mobile phone films. The market opportunities for consumers are mainly manifested in the following aspects: First, for different mobile phone brands and mobile phone models, develop and launch exclusive mobile phone films to meet the matching needs and brand needs of consumers, and increase the market share and market of mobile phone films. Loyalty; the second is to develop and launch innovative mobile phone films for different mobile phone film materials and mobile phone film functions to meet the novel and individual needs of consumers, improve the market competitiveness and market attractiveness of mobile phone films; the third is to develop and launch customized mobile phone films for different consumer groups and consumer occasions to meet the differentiated and adaptive needs of consumers, and improve the market of mobile phone films Coverage and market influence.