Daily glass products and glass packaging containers refer to glass as the main raw material, through melting, molding, annealing and other processes made of various shapes, specifications, uses of glass products, mainly including glass instruments, glassware, glass bottles, glass insulation containers and so on. Daily glass products and glass packaging containers are China's traditional livelihood industries and advantageous industries, which are closely related to people's daily life. According to the statistics of China Daily Glass Association, the total output of daily glass products and glass packaging containers in China in 2020 was 22 million tons, up 10.4 percent year-on-year, and the operating income was 140 billion billion yuan, up 10.1 percent year-on-year.

However, with the change of consumer's consumption concept and behavior, the daily glass industry is also facing challenges and opportunities in product structure, quality, function, design and so on. On the one hand, consumers' demand for daily glass products and glass packaging containers is becoming more and more diversified, personalized, and high-end. They not only pay attention to the practicality and safety of products, but also pursue the aesthetics and environmental protection of products. Brand, quality, function, design, etc. have higher requirements. On the other hand, consumers' consumption channels and methods are constantly changing. Emerging consumption patterns such as e-commerce platforms, social media, and live delivery provide consumers with more choices and convenience, and also give daily glass companies. Brings more opportunities and challenges. In order to adapt to the changes in the market and enhance competitiveness, daily glass enterprises need to understand the potential needs and preferences of consumers through consumer research, so as to formulate effective market strategies and product innovation.

Consumer research refers to the use of various market research techniques and methods on the basis of the study of the basic characteristics of the market environment, demographic characteristics, lifestyle, economic level, etc., to achieve their own aspirations and needs of consumer groups through cognition, attitude, motivation, choice, decision-making, purchase, use and other stages.

The purpose of consumer research is to understand consumer demand, preference, satisfaction, loyalty, purchase behavior, use behavior, etc., as well as various factors that affect consumer behavior, so as to provide basis and guidance for market analysis, product development, brand building, marketing strategy, service improvement, etc.

There are two main methods of consumer research: qualitative research and quantitative research. Qualitative research refers to the collection of unstructured data such as consumers' subjective feelings, opinions, thoughts, and experiences through in-depth interviews, focus groups, and observation methods to reveal consumers' psychological motivations, attitudes, and values. information. Quantitative research refers to the collection of consumer behavior, intention, satisfaction, loyalty and other structured data through questionnaires, experimental methods, mathematical statistics, etc., to quantify consumer characteristics, differences, relationships and other table-level information. Generally speaking, qualitative research and quantitative research complement each other, qualitative research can provide assumptions and indicators for quantitative research, quantitative research can provide verification and supplement for qualitative research.

The steps of consumer research generally include the following: determining research objectives, designing research plans, implementing research activities, analyzing research data, writing research reports, and making research recommendations. Determining research objectives refers to identifying the themes, issues, assumptions and expected results of the research, as well as the purpose and value of the research. Designing a research plan refers to the selection of appropriate research methods, samples, tools and indicators, as well as the time, location and budget of the research. The implementation of research activities refers to the collection, recording and sorting of data according to the research plan. Analysis of research data refers to the use of appropriate analytical methods to clean, process, summarize, summarize, interpret and evaluate the data. Writing a research report refers to the systematic presentation of the process, results, conclusions and significance of the research in the form of text, charts, attachments, etc., in accordance with a certain format and specifications. The research proposal refers to providing feasible suggestions and schemes for the market strategy and product innovation of daily glass enterprises according to the findings and analysis of the research.

Take Shangpu Consulting Company as an example. The company is a well-known independent third-party research and investment and financing consulting organization in China, dedicated to providing professional solutions for corporate strategic decision-making. The company has rich research experience and customer resources in the daily glass industry, and has provided consumer research services for many daily glass companies. The following is a brief introduction of a consumer survey conducted by the company for a daily glass company (hereinafter referred to as Company A):

A company is a professional engaged in glassware production and sales of enterprises, the main products are glasses, bowls, plates, pots, bottles, etc., product style variety, good quality, loved by consumers. Company A hopes to understand consumers' usage habits, purchase motivation, selection criteria, satisfaction, etc. of glassware through consumer research, as well as consumers' potential demand and preference for glassware, so as to provide reference for product innovation and market development.

Champ Consulting has designed a consumer research program for Company A, which includes the following components:

Qualitative research: Through in-depth interviews and focus groups, a sample interview was conducted to the target consumers of Company A. A total of 30 consumers were interviewed, and the interview time for each consumer was about 30 minutes. It mainly discussed the consumer's use scenario, use experience, purchase channel, purchase frequency, purchase amount, purchase decision factors, brand recognition, product evaluation, improvement opinions, future expectations and other topics, in order to obtain the deep psychological motivation and attitude of consumers.

Quantitative research: A large-scale survey of potential consumers of Company A was conducted through online questionnaires. A total of 1000 valid questionnaires were collected. Each questionnaire contained 20 questions, mainly related to consumers' basic information, glassware usage, purchase behavior, satisfaction, loyalty, preference and other indicators to quantify the characteristics and differences of consumers.

Data analysis: through SPSS and other statistical software, the data of qualitative research and quantitative research are cleaned, processed, summarized, summarized, explained and evaluated. Descriptive analysis, cross analysis, cluster analysis, factor analysis, regression analysis and other methods are used to reveal the consumer's demand, preference, satisfaction, loyalty and other conditions from multiple dimensions and angles, as well as the key factors affecting consumer behavior.

According to the results of consumer research, Shangpu Consulting Company has written a detailed research report for Company A, which mainly includes the following parts:

Research background: the purpose, scope, object, method, time and other basic information of the research are introduced.

Research results: In the order of qualitative research and quantitative research, the research process, data, analysis andConclusionIn the form of text, charts, attachments, etc., it systematically presents consumer needs, preferences, satisfaction, loyalty, etc., as well as the key factors that affect consumer behavior.

Research Suggestions: According to the findings and analysis of the research, from the aspects of product innovation, brand building, marketing strategy, service improvement, etc., it provides feasible suggestions and solutions for Company A to help Company A enhance its competitiveness and meet the potential needs and preferences of consumers.

The following is a partial excerpt from the research report:

Findings (qualitative research):

Consumer use scenarios for glassware: Consumers mainly use glassware in homes, offices, restaurants and other places, mainly for drinking water, tea, drinking, and food. Consumers believe that the advantages of glassware are transparent, clean, beautiful, environmentally friendly, and durable, but the disadvantages are fragile, heavy, and heat-resistant.

Consumers' experience of the use of glassware: Consumers' experience of the use of glassware is generally good, indicating that glassware can meet the basic needs of use, and it can also give people a refreshing, comfortable and elegant feeling. Consumers also have a high evaluation of the quality, function and design of glassware, indicating that the quality of glassware is stable, the function is practical, and the design is simple.

Consumers' purchase channels for glassware: Consumers mainly purchase glassware through offline physical stores and online e-commerce platforms. Among them, offline physical stores account for a relatively high proportion, mainly because consumers believe that offline physical stores can intuitively see The appearance, texture, size, etc. of glassware can also better ensure that the glassware is intact. The proportion of online e-commerce platforms is relatively low, mainly because consumers worry that the glassware purchased online may have quality problems, transportation damage, and after-sales difficulties.

Consumers' purchase frequency of glassware: Consumers buy glassware less frequently, usually once or several times a year, mainly because consumers believe that glassware has a long service life and does not need to be replaced frequently. Too many new products are launched, and there is not much motivation to buy. Consumers said that only in the case of glassware damage, loss, gifts, festivals, etc., will consider buying new glassware.

Consumers' purchase amount of glassware: Consumers' purchase amount of glassware is relatively low, generally between 10 yuan and 100 yuan, mainly because consumers believe that glassware is a daily necessities and does not need to spend too much money., There are not too many brand differences, as long as the quality passes and the price is reasonable, it can be accepted. Consumers said that only on special occasions, such as weddings, birthdays, anniversaries, etc., will they consider buying some high-end, exquisite, and distinctive glassware as gifts or decorations.

Consumers' purchase decision factors for glassware: Consumers' purchase decision factors for glassware mainly include the following: quality, price, function, design, brand, reputation, recommend, etc. Among them, quality is the most important factor for consumers. Consumers say that the quality of glassware directly affects the safety and comfort of use. Therefore, consumers will give priority to glassware with excellent quality, qualified quality inspection, flawless and odorless. Price is a secondary factor for consumers. Consumers say that the price of glassware should match its quality, function, design, etc., not too high or too low, and not too large fluctuations, so as not to affect consumers' trust and Purchase intention. Function is a factor that consumers pay attention to. Consumers said that the function of glassware should meet the basic needs of consumers, such as capacity, heat resistance, sealing, non-slip, etc., and some additional functions can also be added, such as heat preservation, color change, and filtration. Water, etc., to improve consumer experience and satisfaction. Design is a factor that consumers like. Consumers said that the design of glassware should be simple, beautiful, fashionable, and distinctive, which can conform to consumers' aesthetics and personality, and can also adapt to different use scenarios and atmospheres to increase consumers' Use fun and sense of belonging. Brand is a factor recognized by consumers. Consumers say that the brand of glassware should have a certain degree of popularity, credibility and influence, which can represent the quality, function and design of glassware, and can also convey a kind of values and lifestyle, so as to enhance the confidence and respect of consumers. Word-of-mouth is a factor for consumers to refer to. Consumers say that the word-of-mouth of glassware should be true, objective, and positive. It can reflect the advantages and disadvantages of glassware, and can also reflect consumers' feelings and evaluations to help consumers make Better purchase decisions. recommend is a factor that affects consumers. Consumers say that the recommend of glassware should be professional, useful, and interesting. It can provide relevant information, usage skills, and collocation suggestions about glassware, and can also stimulate consumers' interest and curiosity., To promote consumer purchase behavior and use behavior.

Consumer brand awareness of Company A: Consumers have low brand awareness of Company A. Only a few consumers say they have heard of or used Company A's glassware. Most consumers say they don't know or are not familiar with Company A's glassware. Some consumers even confuse Company A's glassware with other brands of glassware. Consumers have a vague impression of Company A's glassware, and can only say some basic characteristics, such as good quality, moderate price, and many styles, and lack some unique characteristics, such as novel functions, exquisite design, and influential brands. Wait.

Consumers' evaluation of Company A's products: Consumers' evaluation of Company A's products is generally good, indicating that Company A's glassware can meet the basic needs of consumers and can also bring consumers a certain degree of satisfaction. Consumers also have a high evaluation of the quality, function and design of company A's glassware, indicating that the quality of company A's glassware is stable, functional and practical, and the design is simple.

Consumers' improvement opinions on Company A: Consumers' improvement opinions on Company A mainly include the following: improving brand awareness and influence, increasing brand publicity and promotion, enhancing brand image and value, and establishing brand characteristics and differentiation; Develop more new and innovative products, increase product innovation in function, design, beauty and other aspects, and meet consumers' diversified, personalized and high-end needs and preferences; expand more sales channels and methods, increase the sales of online e-commerce platforms, improve the convenience and safety of online purchases, and also increase the construction of offline experience stores, and improve the intuitiveness and experience of offline purchases; improve More after-sales services and guarantees, increase product quality assurance, transportation guarantees, return guarantees, etc., increase consumer trust and loyalty, and increase product reputation and recommend.

Research recommendations (in part):

Product innovation: A company should develop more new and innovative products according to the potential needs and preferences of consumers, increase the innovation of product function, design and beauty, and meet the diversified, personalized and high-end needs and preferences of consumers. For example, Company A can develop some glassware with additional functions such as heat preservation, color change and water filtration to improve consumers' experience and satisfaction; Company A can develop some glassware with exquisite, fashionable and distinctive designs to increase consumers' fun and sense of belonging; Company A can develop some high-end, exquisite and tasteful glassware to enhance consumers' confidence and respect.

Brand building: A company should improve brand awareness and influence, increase brand publicity and promotion, enhance brand image and value, establish brand characteristics and differentiation. For example, Company A can use various media and platforms, such as television, newspapers, magazines, the Internet, social media, etc., to advertise and promote the brand and improve consumers' brand awareness and impression; Company A can use various activities and methods, such as exhibitions, sponsorship, public welfare, cooperation, etc., to promote and display the brand and improve consumers' brand recognition and goodwill; company A can use various means and methods, such as story, culture, concept, mission, etc., to shape and transmit the brand and improve the brand image and value of consumers. Company A can use various strategies and techniques, such as positioning, naming, logo, slogan, etc., to carry out brand characteristics and differentiation, and improve the brand differentiation and choice of consumers.