The Purpose of Consumer Research in 1. Catering Chain Industry

The main purpose of consumer research in the catering chain industry is to understand and analyze the basic situation of consumers, consumer behavior, consumer motivation, consumer satisfaction, consumer willingness, consumer expectations, etc., so as to find the potential needs and preferences of consumers. Provide basis and guidance for product development, service improvement, brand building, market positioning, marketing strategy, etc. Specifically, the purpose of consumer research in the catering chain industry includes the following aspects:

了解消费者的基本特征，如年龄、性别、收入、教育、职业、家庭状况、地域分布等，以便划分目标市场和目标消费者群体，确定合适的市场细分策略和差异化策略。

了解消费者的消费行为，如消费频次、消费时间、消费场所、消费金额、消费方式、消费渠道、消费组合等，以便分析消费者的消费习惯和消费特点，优化产品和服务的供给和配送，提高消费者的消费便利性和体验。

Understand the consumer motivation, such as consumer demand, consumer desire, consumer purpose, consumer value, consumer emotion, consumer attitude, consumer belief, etc., in order to reveal the consumer psychology and consumer decision-making process, create and meet the core needs of consumers And additional demand, enhance consumer motivation and loyalty.

Understand the consumer satisfaction of consumers, such as the evaluation of product quality, taste, hygiene, novelty and variety, the evaluation of service attitude, speed, professionalism, kindness and thoughtfulness, and the evaluation of environmental comfort, cleanliness, safety and atmosphere, so as to evaluate the consumer's consumption experience and consumption feedback, and improve and enhance the quality and level of products and services, increase consumer satisfaction and word of mouth.

Understand consumers' willingness to consume, such as the degree of demand for products and services, purchase intentions, repeat purchase intentions, recommend intentions, etc., in order to predict consumers' consumption potential and consumption trends, formulate reasonable price strategies and promotion strategies, and stimulate and expand Consumers' consumer demand and market demand.

Understand consumers' consumption expectations, such as the level of expectations for products and services, differences in expectations, changes in expectations, etc., in order to grasp consumers' consumption desires and consumption directions, innovate and update the functions and forms of products and services, and exceed consumers' consumption expectations and market expectations.

The Method of Consumer Research in 2. Catering Chain Industry

There are two main methods of consumer research in the restaurant chain industry, one is quantitative research and the other is qualitative research. Quantitative research is to describe and explain the consumption phenomenon and consumption law of consumers by collecting and analyzing a large amount of numerical data, and the commonly used methods are questionnaire survey, experimental method, observation method and so on. Qualitative research is to understand and explain consumers' consumption motivation and consumption significance by collecting and analyzing a small amount of non-numerical data, commonly used methods include interview method, focus group method, case analysis method and so on. The two methods have their own advantages and disadvantages, and generally need to be used in combination to achieve the effect of complementarity and verification. Specifically, the restaurant chain industry consumer research methods include the following:

Questionnaire survey method: The questionnaire survey method is to collect the basic information, consumption behavior, consumption attitude, consumption satisfaction and other data of consumers by designing and issuing a series of standardized questions, and then carry out statistical analysis and comprehensive evaluation to obtain the consumption characteristics and consumption tendency of consumers. The advantages of the questionnaire method are a wide range of research, low research costs, high research efficiency, objective research results, and quantifiable research data. The shortcomings of the questionnaire method are limited research content, insufficient research depth, difficult to control the quality of research, and difficult to predict research feedback. The applicable scenario of the questionnaire method is the need to conduct large-scale, fast and simple research on consumers in order to obtain basic and general data of consumers.

Research data is difficult to quantify. The applicable scenario of the interview method is the need for small-scale, in-depth, complex research on consumers to obtain in-depth and detailed data on consumers.

Focus group method: The focus group method is to invite 6- 12 representative consumers to form a group, and a moderator will guide and stimulate the discussion among the group members to collect consumers' consumption opinions, consumption feelings, consumption suggestions and other data, and then carry out content analysis and opinion summary to obtain consumers' consumption attitudes and preferences. The advantages of focus group method are rich research content, full depth of research, high quality of research and timely research feedback. The disadvantages of the focus group method are narrow research scope, high research cost, low research efficiency, subjective research results, and difficult to quantify research data. The applicable scenario of the focus group method is the need for small-scale, in-depth, complex research on consumers to obtain in-depth and detailed data on consumers.

Case analysis method: Case analysis method is to collect data such as consumer experience, consumption problems and consumption solutions by selecting and analyzing some typical and representative consumers or consumption events, and then carry out comparative analysis and heuristic reasoning to obtain consumer consumption laws and consumption enlightenment. The advantages of case analysis are that the research content is specific, the research depth is sufficient, the research quality is high, and the research results are convincing. The disadvantages of case analysis are narrow research scope, high research cost, low research efficiency and difficult to quantify research data. The applicable scenario of case analysis is the need to conduct small-scale, in-depth, and complex research on consumers to obtain in-depth and detailed data on consumers.

Experimental method: The experimental method is to collect the consumer's consumption reaction, consumption impact, consumption effect and other data by designing and implementing some artificially controlled consumption situations, and then carry out causal analysis and effect evaluation to obtain the consumer's consumption behavior and consumption results. The advantages of the experimental method are scientific research content, sufficient depth of research, high quality of research, reliable research results and quantifiable research data. The disadvantages of the experimental method are the narrow scope of research, the high cost of research, the low efficiency of research and the difficulty of research operation. The applicable scenario of the experimental method is the need to conduct small-scale, in-depth, and complex research on consumers to obtain in-depth and detailed data on consumers.

Observation method: Observation method is to directly or indirectly observe the consumer's consumption behavior and consumption environment, to collect consumer consumption phenomena, consumption patterns, consumption trends and other data, and then describe the analysis and summary, to obtain the consumer's consumption characteristics and consumption tendency. The advantages of the observation method are a wide range of research, low research costs, high research efficiency, objective research results, and quantifiable research data. The disadvantages of the observation method are that the content of the research is limited, the depth of the research is insufficient, the quality of the research is difficult to control, and the research feedback is difficult to predict. The applicable scenario of the observation method is the need to conduct large-scale, fast and simple research on consumers to obtain basic and general data of consumers.

Contents of Consumer Research in 3. Catering Chain Industry

Catering chain industry consumer research mainly includes the following aspects:

The basic characteristics of consumers, such as age, gender, income, education, occupation, family status, geographical distribution, etc., these characteristics can reflect the consumer's spending power, consumption level, consumption preferences and so on.

Consumers' consumption behavior, such as consumption frequency, consumption time, consumption place, consumption amount, consumption mode, consumption channel, consumption combination, etc., can reflect consumers' consumption habits, consumption characteristics, consumption demand and so on.

Consumers' consumption motives, such as consumption demand, consumption desire, consumption purpose, consumption value, consumption emotion, consumption attitude, consumption belief, etc. These motives can reflect consumers' consumption psychology, consumption decision-making, consumption motivation, etc.

Consumers' consumption satisfaction, such as the evaluation of product quality, taste, hygiene, novelty, diversity, etc., the evaluation of service attitude, speed, professionalism, kindness, and thoughtfulness, and the comfort, cleanliness, and safety of the environment, Evaluation of atmosphere and other aspects, these satisfaction can reflect consumers' consumption feelings, consumption feedback, consumption loyalty, etc.

Consumers' willingness to consume, such as the degree of demand for products and services, purchase intention, repeat purchase intention, recommend intention, etc., can reflect consumers' consumption potential, consumption trends, consumption impact, etc.

Consumers' consumption expectations, such as the level of expectations for products and services, differences in expectations, changes in expectations, etc., can reflect consumers' consumption aspirations, consumption direction, consumption innovation, etc.

4. Catering Chain Industry Consumer Research Process

The process of consumer research in the catering chain industry mainly includes the following steps:

Determine the research objectives: clarify the purpose, content, scope, objects, methods, etc. of the research, formulate research plans and programs, and allocate research resources and tasks.

Design research tools: According to the objectives and methods of the research, design research tools, such as questionnaires, interview guides, focus group guides, case selection criteria, experimental design schemes, observation records, etc., to ensure the effectiveness and feasibility of the research tools.

Collect research data: according to the research tools and programs, collect relevant data of consumers through questionnaire distribution, interview arrangement, focus group organization, case analysis selection, experimental implementation, observation implementation, etc., to ensure the authenticity and integrity of the research data.

Analysis of research data: According to the objectives and methods of the research, through statistical analysis, content analysis, comparative analysis, causal analysis, effect evaluation and other methods, analyze the relevant data of consumers to ensure the validity and reliability of the research data.

Writing research report: according to the objectives and data of the research, write the research report, including the background, purpose, method, process, results, analysis,Conclusion, recommendations, etc., to ensure that the research report is logical and readable.

Application of research results: According to the research reports and recommendations, apply the research results, such as formulating or adjusting product and service strategies, programs, measures, etc., to ensure that the research results are practical and valuable.

Application and Value of Consumer Research in 5. Catering Chain Industry

The application and value of consumer research in the catering chain industry are mainly reflected in the following aspects:

Innovation and optimization of products and services: through consumer research, catering chain enterprises can understand the potential needs and preferences of consumers, so as to innovate and optimize their products and services, improve the quality and level of products and services, increase the attractiveness and competitiveness of products and services, and meet and exceed the expectations and needs of consumers.

Brand and image shaping and promotion: through consumer research, catering chain enterprises can understand consumers' consumption psychology and consumption significance, so as to shape and enhance their own brand and image, establish and strengthen brand awareness, reputation, loyalty, etc., increase the influence and value of the brand, and win and maintain the trust and support of consumers.

Market and marketing positioning and strategy: through consumer research, catering chain enterprises can understand the consumption characteristics and consumption tendency of consumers, so as to position and plan their own market and marketing, formulate and implement appropriate market segmentation strategies, differentiation strategies, price strategies, promotion strategies, etc., increase market coverage and penetration, expand market share and scale, and attract and retain consumers' attention and purchase.

消费者和企业的沟通和互动：通过消费者调研，餐饮连锁企业可以了解消费者的消费感受和消费反馈，从而沟通和互动消费者和企业，收集和处理消费者的意见和建议，解决和改善消费者的问题和不满，增加消费者的参与度和满意度，提升消费者的体验和口碑。

Conclusion

餐饮连锁行业消费者调研是餐饮连锁企业了解和分析消费者的有效手段，可以帮助企业发现消费者的潜在需求和偏好，从而制定更合理的市场策略和营销方案。本文以尚普咨询为例，介绍了餐饮连锁行业消费者调研的目的、方法、内容和流程，以及消费者调研的应用和价值。本文旨在为餐饮连锁企业提供一些消费者调研的参考和建议，帮助企业提升自身的竞争力和市场份额。