Purpose of 1. Consumer Research

The purpose of consumer research is to obtain the relevant information of consumers in order to provide support for the decision-making of milk powder enterprises. The purpose of consumer research can be divided into the following categories:

Understand the market size, structure, trends and opportunities for milk powder companies to provide a basis for market positioning, target market selection, market entry strategies, etc.

Understand the needs, preferences, behavior, attitudes, satisfaction, etc. of consumers, and provide guidance for product development, brand building, and marketing strategies of milk powder companies.

Understand competitors' products, prices, channels, promotions, brands, etc., and provide reference for the competitive analysis, competitive advantage and competitive strategy of milk powder enterprises.

Understand consumers' cognition, evaluation and loyalty of milk powder enterprises, and provide feedback for brand management, customer relationship management and crisis management of milk powder enterprises.

To understand the expectations, suggestions and complaints of consumers for milk powder enterprises, and to provide enlightenment for product improvement, service improvement and problem solving of milk powder enterprises.

Methods of 2. Consumer Research

The method of consumer research is to effectively collect and analyze the relevant information of consumers in order to provide support for the decision-making of milk powder enterprises. Consumer research methods can be divided into the following categories:

Quantitative research: through the design of questionnaires, sample surveys, statistical analysis and other methods, to collect and analyze the quantitative data of consumers, such as market share, the number of consumers, consumer satisfaction and so on.

The advantage of quantitative research is that the data are objective, quantifiable and comparable, and are suitable for describing and explaining the general situation and patterns of consumers.

The disadvantages of quantitative research are the surface of the data, the lack of depth, the neglect of individual differences, and the inapplicability of exploring and understanding the deeper motivations and feelings of consumers.

Qualitative research: Collect and analyze non-quantitative data of consumers, such as consumers' opinions, feelings, and behaviors, through interviews, observations, and experiments. The advantage of qualitative research is that it is data-rich, in-depth, and reflects individual differences, and is suitable for exploring and understanding the deep motivations and feelings of consumers. The disadvantage of qualitative research is that the data is subjective, difficult to quantify, difficult to compare, and not suitable for describing and explaining the general situation and patterns of consumers.

Mixed research: by combining quantitative research and qualitative research methods, collect and analyze quantitative and non-quantitative data of consumers to make up for the shortcomings of a single method and improve the effectiveness and comprehensiveness of the research. The advantages of hybrid research are data synthesis, breadth and depth, reliability and validity, and it is suitable for describing, interpreting, exploring and understanding multiple aspects of consumers. The disadvantage of hybrid research is that the data is complex, difficult to integrate, increases cost and time, and requires higher research skills and experience.

Indicators of 3. Consumer Research

The index of consumer research is to effectively measure and evaluate the effect and value of consumer research, so as to provide support for the decision-making of milk powder enterprises. The indicators of consumer research can be divided into the following categories:

Input indicators: reflect the input of consumer research, such as research budget, researchers, research time, research samples, etc. The role of input indicators is to monitor and control the cost and resources of consumer research and to improve the efficiency and quality of consumer research.

Process indicators: reflect the implementation of consumer research, such as research methods, research processes, research tools, research data, etc. The role of process indicators is to check and improve the methods and processes of consumer research and to improve the accuracy and reliability of consumer research.

Output indicators: reflect the output of consumer research, such as research reports, research insights, research recommendations, research satisfaction, etc. The role of output indicators is to evaluate and summarize the results and value of consumer research, and to improve the effectiveness and practicality of consumer research.

Impact indicators: reflect the impact of consumer research, such as research application, research impact, research return, research contribution, etc. The role of impact indicators is to measure and prove the role and significance of consumer research, and to improve the impact and recognition of consumer research.

Evaluation of 4. Consumer Research

The evaluation of consumer research is to effectively measure and evaluate the effect and value of consumer research, so as to provide support for the decision-making of milk powder enterprises. The evaluation of consumer research can be divided into the following steps:

Setting assessment objectives: Clarify the purpose, scope, standards and methods of the assessment of consumer research in order to provide guidance and basis for the assessment process.

Collection of evaluation data: According to the evaluation objectives, select appropriate data sources, data types, data tools and data methods to provide data support and data evidence for the evaluation results.

Analysis of assessment data: Use appropriate data analysis techniques, data analysis models, data analysis tools and data analysis methods to provide data analysis and data interpretation for the assessment results, depending on the assessment objectives.

Writing an assessment report: Adopt an appropriate report structure, report content, report format and report language based on the assessment objectives to provide a report presentation and report communication for the assessment results.

Put forward evaluation suggestions: according to the evaluation results, put forward the advantages and disadvantages of consumer research, as well as suggestions for the improvement and promotion of consumer research, so as to provide reference and reference for the continuous improvement and development of consumer research.

The Case of 5. Consumer Research

In order to better demonstrate the effect and value of consumer research, this paper briefly introduces and analyzes the specific cases of consumer research services provided by Shangpu Consulting Company for milk powder enterprises.

Case 1: Shangpu Consulting provided a consumer research service for an internationally renowned milk powder company in the Chinese market, aiming to understand the influencing factors of Chinese consumers' demand, preferences and choices for milk powder, as well as the Chinese milk powder market. Competitive landscape and opportunities. Champ Consulting uses a hybrid research approach that combines quantitative and qualitative research to collect a large amount of consumer and competitor data. Through data analysis, Shangpu Consulting has found the main characteristics of Chinese consumers' demand and preference for milk powder, such as high attention to the safety, quality, nutrition and taste of milk powder, high attention to the source, composition and certification of milk powder, high sensitivity to the price, channel and promotion of milk powder, and high trust in the brand, reputation and recommend of milk powder. Shangpu Consulting also found the main characteristics of the competition pattern and opportunities in China's milk powder market, such as the lack of competitiveness of domestic milk powder brands, the strong competitiveness of foreign milk powder brands, the enhanced competitiveness of cross-border e-commerce, and the opening of consumers' competitiveness to new brands, new products and new channels. According to the research results, Shangpu Consulting Company has put forward suggestions on market strategy, product innovation and brand marketing for milk powder enterprises in the Chinese market, helping milk powder enterprises to enhance their competitiveness and market share in the Chinese market.

Case 2: Shangpu Consulting provided a consumer research service for a domestic emerging milk powder company for its own brand, aiming to understand consumers' cognition, evaluation and loyalty to its brand, as well as consumers' brand Expectations and suggestions. Using a quantitative research approach, Shangpu Consulting designed a questionnaire that included brand awareness, brand image, brand satisfaction, brand loyalty, brand expectations and brand recommendations, and conducted an extensive survey of target consumers through online and offline methods. Through data analysis, Shangpu Consulting found the main situation of consumers' cognition, evaluation and loyalty to their brands, such as consumers' low awareness of their brands, their vague image of their brands, their general satisfaction with their brands, their low loyalty to their brands, and consumers' expectations and suggestions for their brands. According to the research results, Shangpu Consulting Company has put forward suggestions on brand management, brand communication and brand optimization for milk powder enterprises, helping milk powder enterprises to enhance their brand awareness and reputation.

Conclusion

This paper discusses how to measure the effect and value of consumer research in the infant milk powder industry from the four aspects of the purpose, method, index and evaluation of consumer research, and shows the practical application and value of consumer research in the light of the specific case of consumer research services provided by Shangpu Consulting Company for milk powder enterprises. Consumer research is an important means for milk powder companies to understand the market and consumers, and it is also an important basis for milk powder companies to make decisions. Milk powder enterprises should choose appropriate research methods according to their own goals and needs, set reasonable research indicators, conduct effective research and evaluation, in order to improve the effect and value of consumer research, so as to enhance the competitiveness and development of milk powder enterprises.