The Importance and Purpose of Consumer Research in 1. Villa Industry

Villa, or Besye, is a low-rise townhouse, a garden house built in the suburbs or scenic areas for rest and recuperation. It is a place to enjoy life outside the residence, a second residence rather than a first residence. Now it is generally recognized that, in addition to the basic function of "living", the senior residence, which mainly reflects the quality of life and the characteristics of enjoyment, is an independent manor-style residence in the modern meaning.

As a high-end residential product, villa has high market demand and profit space. The rapid development of the villa market has benefited from the continuous growth of China's economy, the promotion of urbanization, the improvement of residents' income, the change of consumption concept, the support of policies and other factors.

However, the villa market is also facing fierce competition and complex consumer psychology. On the one hand, with the continuous expansion of the villa market, the supply and variety of villa products are also increasing, and consumers' choice and bargaining power are also increasing, resulting in increasingly fierce competition in the villa market. On the other hand, villa consumers are a group of high-income, high-education, high-grade people. Their demand for villas is not only to live, but also to reflect a way of life and quality. Their consumer psychology and behavior are more complex and changeable, often affected by multiple factors such as personal preferences, social customs, cultural background, psychological factors and so on.

Therefore, in order to effectively understand and meet the needs of consumers and enhance the market competitiveness of villas, it is essential to carry out consumer research in the villa industry. The importance and purpose of consumer research in the villa industry are mainly reflected in the following aspects:

It helps to grasp the basic situation of the villa market, such as the scale, structure, characteristics and trends, and provides a scientific basis for the development, design, pricing, sales and service of the villa;

Help to understand the basic attributes of villa consumers, consumer motivation, consumer preferences, consumer behavior, consumer psychology and other in-depth information, for the villa product differentiation, market segmentation, target positioning, marketing strategies to provide effective guidance;

It is helpful to evaluate the key indicators of villa consumers' satisfaction, loyalty, word-of-mouth, referrals, etc., and provide strong support for villa brand building, customer relationship management, market development, etc;

It is helpful to find the potential demand, unmet demand, emerging demand and other innovation opportunities of villa consumers, and provide continuous inspiration for product innovation, service innovation and mode innovation of villa.

Difficulties in Consumer Research of 2. Villa Industry

Consumer research in the villa industry is a complex and arduous task, which requires the use of a variety of research methods to collect and analyze large amounts of data to solve various practical problems. The difficulties of consumer research in the villa industry are mainly in the following aspects:

Diversity of consumer groups. Villa consumers are a very large and diverse group, they come from different regions, age, gender, occupation, income, education, family and other backgrounds, with different lifestyles, values, consumption and other characteristics, the needs of the villa And expectations are also different. This requires the villa industry consumer research to have a wide range of coverage, can fully reflect the diversity of consumer groups, but also to have targeted in-depth analysis, to grasp the commonality and individuality of consumer groups.

Multidimensional nature of consumer demand. The demand of villa consumers is not only residence, but also the embodiment of life style and quality. Therefore, the demand of villa consumers is multi-dimensional, including not only functional demand, such as location, area, house type, design, facilities and safety of villa, but also emotional demand, such as villa style, atmosphere, culture, community and service, as well as social demand, such as the villa's brand, image, reputation, identity, attribution, etc. This requires the villa industry consumer research to have a comprehensive perspective, to be able to fully understand the needs of consumers, but also to have a hierarchical division, to distinguish the importance and urgency of consumer demand.

The complexity of consumer psychology. The psychology of villa consumers is one of the most important factors that affect their consumer behavior. The psychology of villa consumers is affected by multiple factors such as personal preferences, social customs, cultural background, and psychological factors, which is complex. The psychology of villa consumers includes not only cognition, emotion, attitude, belief, value and so on, but also motivation, demand, desire, conflict, contradiction and so on. These psychological factors are often recessive, irrational and unstable, which are difficult to observe and measure directly. This requires the villa industry consumer research to have a keen insight, to understand the psychology of consumers, but also to have a flexible ability to adapt to the psychological changes of consumers.

Countermeasures of Consumer Research in 3. Villa Industry

In view of the difficulties of consumer research in the villa industry, this paper puts forward the following countermeasures, in order to provide some reference and reference for consumer research in the villa industry:

Using a variety of research methods. Villa industry consumer research can not only rely on one or several research methods, but should be based on different research purposes and objects, flexible use of a variety of research methods, such as questionnaires, interviews, focus groups, experimental methods, observation, neural marketing, etc., in order to obtain more comprehensive, more in-depth, more real data and information. At the same time, consumer research in the villa industry should also make full use of modern information technology, such as the Internet, big data, artificial intelligence, etc., to improve the efficiency and effectiveness of research.

Segmentation of the consumer market. The consumer survey of villa industry can not treat consumers as a whole, but should subdivide the consumer market into different market segments according to the different characteristics and needs of consumers, such as subdividing according to social demographic characteristics such as region, age, gender, income, education, occupation, etc., or subdividing according to psychological behavior characteristics such as lifestyle, values, consumption concept, etc, or according to consumer motivation, consumer preferences, consumer behavior, consumer psychology and other consumer characteristics of subdivision, in order to more accurately locate and divide consumer groups.

Create a consumer portrait. Villa industry consumer research can not only stay in the collection and analysis of data, but should be based on the results of the data, the establishment of consumer portraits, that is, in the form of graphics and text, the basic attributes of consumers, consumer characteristics, consumer demand, consumer psychology and other aspects of the visual presentation, in order to more intuitively display and understand the characteristics and needs of consumers. Consumer portraits can help villa developers and marketers better understand and satisfy consumers, and improve the pertinence and attractiveness of products and services.

Using consumer behavior theory. Villa industry consumer research should not only focus on the performance of consumers, but should go deep into the internal level of consumers, the use of consumer behavior theory, such as Maslow's hierarchy of needs theory, Fastinger's two-factor theory, Herzberg's two-factor theory, Feldman's motivation theory, Adler's psychological theory, etc., to explain and predict consumer behavior more scientifically. The theory of consumer behavior can help villa developers and marketers to better grasp and influence the psychology and behavior of consumers, and improve the value and effect of products and services.

4. Shangpu consulting company in the villa industry consumer research experience and results

Shangpu Consulting Company is a company specializing in industry research and consulting services. It has many years of industry experience and professional team to provide a full range of consulting services for real estate developers, investors, and government agencies, including market research, project planning, and products. Design, marketing strategy, brand building, customer relationship management, etc. Shangpu Consulting has rich experience and achievements in consumer research in the villa industry, and has provided professional consumer research services for a number of well-known villa projects, such as the following cases:

Case 1: consumer research on a high-end villa project. The project is located in Chaoyang District, Beijing. It is a high-end villa project developed by a well-known real estate developer. The total area of the project is about 200000 square meters, and the total construction area is about 300000 square meters. The project is positioned as a private manor for high-end people. The project features French-style buildings and gardens. The target customers of the project are high-income, high-education, and high-grade people. Champu Consulting provided consumer research services for the project, including the following aspects:

Market analysis. Through the analysis of the scale, structure, characteristics and trends of the villa market in Beijing, Shangpu Consulting found that the demand for the villa market in Beijing is large, but the supply is small, the market competition is fierce, and the needs and preferences of consumers are more diverse and complex. Shangpu Consulting suggested that the project should make full use of its geographical location, project scale, project quality and other advantages, highlight its high-end positioning and French style characteristics, in order to attract and retain target customers.

Consumer segmentation. Through the analysis of the basic attributes, consumption motivation, consumption preference, consumption behavior and consumption psychology of villa consumers in Beijing, Shangpu Consulting Company subdivides the consumer market into four market segments, namely, successful people, rich families, returnee elites and cultural celebrities. Shangpu Consulting Company suggested that the project should formulate different product strategies and marketing strategies according to different market segments to meet different consumer needs and expectations.

Consumer portraits. According to the results of consumer segmentation, Shangpu Consulting Company has established a portrait of consumers for each market segment, and visualized the basic attributes, consumption characteristics, consumption needs, consumption psychology and other aspects of consumers in the form of pictures and texts. Presentation to help the developers and marketers of the project more intuitively understand and understand the characteristics and needs of consumers. For example, the consumer portrait of a successful person is as follows:

40-50 years old, male, high income, high position, high education, married, with children, success, confidence, rationality, independence, taste, pursuit, the location of the villa should be close to the city center, convenient for work and life; The area of the villa should be large, which can reflect the identity and status; The design of the villa should be modern, which can show personality and taste; The facilities of the villa should be complete, which can provide comfort and convenience; the service of the villa should be professional, which can ensure safety and privacy. The consumption of the villa is a way of self-realization and self-expression. I hope that through the consumption of the villa, I hope to satisfy my sense of accomplishment, self-esteem, pride, etc., and also hope to pass The consumption of the villa can obtain social recognition, respect, appreciation, etc.

Consumer behavior analysis. By using consumer behavior theories, such as Maslow's hierarchy of needs theory, Fastinger's two-factor theory, Herzberg's two-factor theory, etc., Shangpu Consulting Company analyzes consumers' consumption motivation, consumption process, consumption decision-making, etc., and finds that consumers' consumption behavior is affected by multiple factors, such as personal factors, social factors, situational factors, etc., and consumers' consumption behavior also has various characteristics, such as planning, rationality, reference, variability, etc. Shangpu Consulting Company suggests that the project should formulate appropriate marketing strategies according to the characteristics of consumers' consumption behavior, such as providing sufficient information, providing a variety of choices, providing preferential conditions, providing after-sales service, etc., in order to influence and promote consumers' consumption behavior.

Consumer satisfaction assessment. Through the evaluation of consumer satisfaction, loyalty, word-of-mouth, referrals, etc., Shangpu Consulting found that consumers' overall satisfaction with the project is high, but there is still room for improvement in some aspects, such as the villa's Supporting facilities, community activities, service quality, etc. Shangpu Consulting suggested that the project should continuously improve the quality of products and services, increase consumer satisfaction and loyalty, and actively collect and use consumer word-of-mouth and referrals to expand market influence and popularity.

Case 2: A consumer survey of an ecological villa project. The project is located in Hangzhou City, Zhejiang Province. It is an ecological villa project developed by an emerging real estate developer. The total area of the project is about 500000 square meters, and the total construction area is about 800000 square meters. The project is positioned to pursue a natural and healthy lifestyle. The characteristics of the project are the protection and utilization of the ecological environment. The target customers of the project are people with middle and high income, middle and high education, and high grade. Champu Consulting provided consumer research services for the project, including the following aspects:

Market analysis. Through the analysis of the scale, structure, characteristics and trends of the villa market in Hangzhou, Shangpu Consulting Company found that the demand for the villa market in Hangzhou is large and has the potential to grow, but the supply is small and there is a risk of saturation. The market competition is fierce, and the needs and preferences of consumers are more diverse and complex. Shangpu Consulting suggested that the project should make full use of its geographical location, project scale, project quality and other advantages, highlight its ecological positioning and characteristics, in order to attract and retain target customers.

Consumer segmentation. Through the analysis of the basic attributes, consumption motivation, consumption preference, consumption behavior and consumption psychology of villa consumers in Hangzhou, Shangpu consulting company subdivides the consumer market into four market segments, namely: ecological talent, health pursuer, leisure enjoyment and cultural inheritor. Shangpu Consulting Company suggested that the project should formulate different product strategies and marketing strategies according to different market segments to meet different consumer needs and expectations.

Consumer portraits. According to the results of consumer segmentation, Shangpu Consulting Company has established a portrait of consumers for each market segment, and visualized the basic attributes, consumption characteristics, consumption needs, consumption psychology and other aspects of consumers in the form of pictures and texts. Presentation to help the developers and marketers of the project more intuitively understand and understand the characteristics and needs of consumers. For example, the consumer portrait of Eco-Man is as follows:

30-40 years old, men and women are not limited, middle and high income, middle and high position, middle and high education, married, have children who love nature, pay attention to environmental protection, have a sense of responsibility, have ideals, have innovation, have exploration, the location of the villa should be close to nature, can enjoy the beauty and breath of nature; The villa should be moderate in area, can save resources and space; The design of the villa should be ecological, can integrate into nature and protect nature; the facilities of the villa should be energy-saving and can reduce pollution and waste; the service of the villa should be human, and it is a natural and ecological pursuit and experience to respect and care for the consumption of the villa. I hope that through the consumption of the villa to satisfy my sense of nature, ecology, sense of responsibility, etc., but also hope to spread and promote the concept and action of nature and ecology through the consumption of the villa.

Consumer behavior analysis. By using consumer behavior theories, such as Maslow's hierarchy of needs theory, Fastinger's two-factor theory, Herzberg's two-factor theory, etc., Shangpu Consulting Company analyzes consumers' consumption motivation, consumption process, consumption decision-making, etc., and finds that consumers' consumption behavior is affected by multiple factors, such as personal factors, social factors, situational factors, etc., and consumers' consumption behavior also has various characteristics, such as planning, rationality, reference, variability, etc. Champu Consulting recommends that the project develop appropriate marketing strategies based on the characteristics of consumer behavior, such as providing

Consumer behavior analysis. By using consumer behavior theories, such as Maslow's hierarchy of needs theory, Fastinger's two-factor theory, Herzberg's two-factor theory, etc., Shangpu Consulting Company analyzes consumers' consumption motivation, consumption process, consumption decision-making, etc., and finds that consumers' consumption behavior is affected by multiple factors, such as personal factors, social factors, situational factors, etc., and consumers' consumption behavior also has various characteristics, such as planning, rationality, reference, variability, etc. Shangpu Consulting Company suggests that the project should formulate appropriate marketing strategies according to the characteristics of consumers' consumption behavior, such as providing sufficient information, providing a variety of choices, providing preferential conditions, providing after-sales service, etc., in order to influence and promote consumers' consumption behavior.

Consumer satisfaction assessment. Through the evaluation of consumer satisfaction, loyalty, word-of-mouth, referrals, etc., Shangpu Consulting found that consumers' overall satisfaction with the project is high, but there is still room for improvement in some aspects, such as the villa's Supporting facilities, community activities, service quality, etc. Shangpu Consulting suggested that the project should continuously improve the quality of products and services, increase consumer satisfaction and loyalty, and actively collect and use consumer word-of-mouth and referrals to expand market influence and popularity.

Case three: a cultural villa project consumer research. The project is located in Suzhou City, Jiangsu Province. It is a cultural villa project developed by a real estate developer with a long history and culture. The total area of the project is about 1 million square meters, and the total construction area is about 1.5 million square meters. The project is positioned to inherit and Carry forward the people of Chinese traditional culture. The project features Chinese-style buildings and gardens. The target customers of the project are people with middle and high income, middle and high education, and high grade. Champu Consulting provided consumer research services for the project, including the following aspects:

Market analysis. Through the analysis of the scale, structure, characteristics and trends of the villa market in Suzhou, Shangpu Consulting Company found that the demand of the villa market in Suzhou is large and has the potential for growth, but the supply is small and there is a risk of saturation. The market competition is fierce, and the needs and preferences of consumers are more diverse and complex. Shangpu Consulting suggested that the project should make full use of its geographical location, project scale, project quality and other advantages, highlight its cultural positioning and characteristics, in order to attract and retain target customers.

Consumer segmentation. Through the analysis of the basic attributes, consumption motivation, consumption preference, consumption behavior and consumption psychology of villa consumers in Suzhou, Shangpu Consulting Company subdivides the consumer market into four market segments: cultural connoisseurs, cultural communicators, cultural creators and cultural inheritors. Shangpu Consulting Company suggested that the project should formulate different product strategies and marketing strategies according to different market segments to meet different consumer needs and expectations.

Consumer portraits. According to the results of consumer segmentation, Shangpu Consulting Company has established a portrait of consumers for each market segment, and visualized the basic attributes, consumption characteristics, consumption needs, consumption psychology and other aspects of consumers in the form of pictures and texts. Presentation to help the developers and marketers of the project more intuitively understand and understand the characteristics and needs of consumers. For example, the consumer portrait of a cultural connoisseur is as follows:

50-60 years old, men and women are not limited, middle and high income, middle and high position, middle and high education, married, have children who like culture, have cultivation, taste, self-restraint, education, have collection of villas. The location should be close to cultural attractions and can feel the atmosphere and charm of culture; The villa should be large in area and can accommodate cultural collections and display; The design of the villa should be Chinese style, which can reflect the essence and charm of culture; the facilities of the villa should be high-end, which can protect the preciousness and safety of culture; the service of the villa should be professional, and can provide cultural guidance and consultation. The consumption of the villa is a kind of cultural appreciation and appreciation, hoping to satisfy their own culture through the consumption of the villa Sense, aesthetic sense, taste sense, etc., but also hope to increase their cultural knowledge and literacy through the consumption of the villa

Consumer behavior analysis. By using consumer behavior theories, such as Maslow's hierarchy of needs theory, Fastinger's two-factor theory, Herzberg's two-factor theory, etc., Shangpu Consulting Company analyzes consumers' consumption motivation, consumption process, consumption decision-making, etc., and finds that consumers' consumption behavior is affected by multiple factors, such as personal factors, social factors, situational factors, etc., and consumers' consumption behavior also has various characteristics, such as planning, rationality, reference, variability, etc. Shangpu Consulting Company suggests that the project should formulate appropriate marketing strategies according to the characteristics of consumers' consumption behavior, such as providing sufficient information, providing a variety of choices, providing preferential conditions, providing after-sales service, etc., in order to influence and promote consumers' consumption behavior.

Consumer satisfaction assessment. Through the evaluation of consumer satisfaction, loyalty, word-of-mouth, referrals, etc., Shangpu Consulting found that consumers' overall satisfaction with the project is high, but there is still room for improvement in some aspects, such as the villa's Supporting facilities, community activities, service quality, etc. Shangpu Consulting suggested that the project should continuously improve the quality of products and services, increase consumer satisfaction and loyalty, and actively collect and use consumer word-of-mouth and referrals to expand market influence and popularity.