How to do a market survey for catering

How to do a market survey of catering 1. Opening a store market survey
How is the surrounding environment of the store. The environment of the environment has two meanings. One meaning refers to the environment around the store. For example, some catering shops are driving next to or near the public toilet. Not far away are garbage dumps, stinky ditches or dust outside the store, or neighbors are strange chemical factories. This is the harsh store opening environment. Essence Another meaning refers to the prosperity of the store. Generally speaking, if the store is located near the station, a region with high population density in the commercial area or a street concentrated on the streets, such a store opening environment should have a relatively large advantage. In addition, the position of the trigeminal intersection and corner is better. The location of the slope, the remote corners, and the high location of the building are not good.
is the convenient traffic conditions. Is it convenient to park after the customer arrives? Whether the cargo transportation is convenient; whether it is convenient to ride from other areas to the store. The convenient traffic conditions have a great impact on the sales of the store.
Whether the surrounding facilities are beneficial to the store. Although some shops are driving next to the tunnels in the urban area, the fences on both sides of the road have greatly affected the business. Therefore, when choosing the street shop, pay full attention to this. How to choose? There are two types of typical streets: one is only lanes and sidewalks, vehicles are driving on the road, and their sights can naturally sweep them on both sides of the street. Pedestrians walk on the street and naturally enter the shop. However, if the width of the street exceeds 30 meters, it sometimes does not gather popularity. According to investigations, the streets are 25 meters wide, which is most likely to form popularity and customer waves. Another typical street: lanes, bicycles, and sidewalks are separated. In fact, this is a closed transportation. It is not good to choose this location to open a store.
The people’s population situation. Generally speaking, the more the population is near the store, the more dense the better. At present, many large and medium -sized cities have relatively concentrated various areas, such as commercial areas, tourism areas, university areas, etc. When opening stores in different areas, pay attention to analyzing this situation.
The target customer income level. The opening of jewelry stores and high -end fashion stores in the gathered areas of rich people are the characteristics of target customers’ high income. Various commercial villas or -grade communities built around the city are where wealthy people gather.
The factors that affect the location of the store opening are many. Why do some stores in remote alleys are prosperous every year, and some stores in prosperous areas are difficult to operate, which is a phrase: specific analysis. The good ring of the position is relative rather than absolute. The quality of the business depends not only on the location of the store, but also is closely related to the content, business, service, and image of the store. Opening a store is by no means that everything is OK. Only by rational and sensuality can one be successful.
. The market research structure before opening the store
The research on the residential population around the store before opening the store. What kind of people need what kind of consumption, investors also need to watch “vegetables” eat “rice”. Some investment operators who are like a torch are studied from the following ten o’clock in this regard. Those who are interested in opening stores may wish to pay attention:
The changes in the surrounding communities, community population, and crowds. factor.
Popularity composition. The community has both cities and new Shanghai people from foreign countries, as well as residents from abroad. Most of them will affect business.
Popularity density. For example, the population of major business districts, secondary business districts, and marginal business districts should be distinguished around the business district.
Gender structure. The proportion of men and women is different, and the varieties operate are naturally different.
Employment of adults where they are located. The employment rate is related to purchasing power.
age composition. The interior decoration style is related to this.
The number of households. Double employees are only children, three or four generations, and old couples, and old wives, etc., targeted products must vary from person to person.
If marriage status. Through research, invest in what it is good, and do a good job of wedding happy events.
In birth. For parents, we must consider it, and the economy is comprehensively calculating the children’s accounts.
The national structure. Different national living habits are different. The more detailed the study of the store, the more accurate the target market will be.
. Market analysis of the market before opening
. The target market geographical environment
1. Market geographical characteristics: regional landforms, political areas, and cities.
2. Market climatic territory characteristics: Climate conditions have a great potential relationship with consumer eating habits.
. Industry environment analysis
The main economic indicators of target market:
The total domestic product of the company’s market and data over the years.
The investment status of the market.
The data on tourism in the catering market, especially the number of tourists received in the past year, as well as development trends or decline.
Plip per capita disposable income of local urban residents, the average salary of employees in the city, and providing the income of catering consumption as a reference for restaurant pricing.
The population statistics in the city, including non -agricultural population and the number of agricultural population, are used to predict the size of the dining room and the consumption level and consumption capacity of the residents of the place.
The degree of education.
The consumer lifestyle and dietary preference habits.
The per capita income of consumers.
If industrial environment:
1. Business prosperity. 2. The trend and potential of commercialization. 3. Local governments preferential and support policies, including fire protection, public security, culture, industry and commerce, epidemic prevention and other policies.
Social environment:
1. Local custom habits. 2. Historical culture. 3. National structure. 4. Internationally exchanges, the production and circulation of major food raw materials.
. Market analysis
1. Economic indicators: The operating status and strength of local catering companies; the form of ownership and the proportion; the number of business outlets; the number of employees.
2. The current status of the catering industry in the market selected by the branch: the number and competitiveness of the enterprise (whether it has formed scale competition?); the level of management and management; the level of operation grade; the status of vegetables.
3. Competitive opponent analysis:
A. The current status of traditional competitors: number, performance level, turnover, profit income statistics analysis; successful reasons: advanced management level? Excellent service? Social environmental conditions are superior? Reason for failure: dishes problems? Failure to operate mechanisms?
B. Advantages of traditional competitors: traditional advantages; business scale advantages; location advantages; main dish advantages.
C. Emerging high -end catering operators: What kind of dish is operated? Causal orientation? Is it civilian and aristocratic? Operating location: Which area, section, decoration style characteristics and decoration objects. Business status: turnover, business profit, number of dining people, number of meals, etc. Business scale: The area of ​​the store can accommodate the number of guests. The area distribution of the hall.
4. Consumer analysis:
A. Consumer eating habits, taste preferences, choosing diet preferences, etc.
B. The consumer characteristics of consumers in the market, including consumer consumption awareness, do you like to eat in a restaurant, and the consumption ratio of individuals or families is higher than that of Chengdu.
C. Consumer categories of target market: government, military, enterprise, family consumption (including wedding banquets), tourists.
5. The advantage strategy of opening a store at the area:
The competitive strategy: the best entry point in the market;
marketing strategy: publicity and customer identity;
relation.
Mades how to do market survey 2
Market research and analysis
mad before setting up stores, market surveys should be conducted in many aspects. It involves a wide range. In order to ensure that the investigation can achieve good results, it is necessary to make reasonable investigation steps.
(1) Clarify the question of clear survey
before starting the investigation, the investigators must clearly explicitly investigate what the question and purpose requirements are. Based on the objects to be investigated, the goals that need to be understood, and then set the survey goals so that the investigation can be carried out reasonably.
(2) Preliminary situation analysis
It often has a lot of complicated problems after determining the survey target. At this time, these problems need to be reduced. Cutting through some information (such as the geographical location of the competition store) immediately to reduce the scope of the investigation.
(3) For formal investigation
When the first small information is available, you must understand the information and understand the user’s opinions through visiting the experts. Formulate an investigation plan. The content of the plan includes which information, who investigates the plan, what method is used for investigation, where to investigate, when to investigate, the investigation once, it is multiple times, questionnaire design, etc.
(4) Data sorting and analysis
Is when the data is collected, edit and organize it to check whether there is an error in the investigation data. Errors may be statistical errors, inquiry conflict design, inconsistency of the visitors, and the questioning person to answer questions. When sorting the information, remove the wrong information, then classify the remaining data, and finally draw conclusions. By analyzing the information, decide whether to open a store, where to open a store, and when to open the store.
The four steps above are brief steps, and they are also generally. If there are any special circumstances in the survey, you can repeat or add some steps, as long as the naming survey procedure is complete.
In survey, you also need to choose the correct survey method. There are many market survey methods, including: inquiry, observation, experimental law, and access to investigation technology.
(1) Inquiry
I questioning method is also called the investigation method, which is also the most commonly used and basic survey method. Inquiry of investigators to understand the market situation by inquiry.
1. Personal visit: The investigator obtained information through the face -to -face conversation with the investigator.
2. Telephone access: Obtain information from the respondent through the phone.
3. Mailing inquiries: Mail the designed questionnaire to the survey, ask them to answer it and send it back to collect information.
4. Remaining inquiries: Send the questionnaire to the investigating person, and leave the questionnaire after filling in the method.
(2) How to distribute the competitors
It decide to open a store and find several stores that meet the requirements, to investigate the location of the competitors, so as to decide where the store location is better.
The content of the first investigation should be the distance between the competition store and our store. If the competitors’ strong strength and want to set up another portal, they should choose a place far away from the competitive store; if you think that you have enough strength to compete with competition stores, you can open the store next to the competition store, so that customers can be very good Quickly understand your product advantages through comparison. Sometimes, competitive stores can also effectively attract customers next to them, and let customers come to your store while patronizing competitive stores.
It investigating the store location of the competitive store. Understand the geographical location of competitive stores, and analyze why he can patronize more customers. Where your own store should be opened and you can decide through the location of the competitive store. Sometimes, through investigations, you can know some of the living habits of people in this area, so as to determine the policy of opening a store.
(3) Products of competitors
The products of competitors are directly related to our products. Before opening the store, you must understand the product structure, product type, product price, etc. of the competitive store, so as to determine the product type that your store equipment should be purchased. Investigation of the product should start in many ways, such as product categories, main products, auxiliary products and key products.
The competitors and product categories and market share can determine which clothing should be sold. If the market share of competitive stores is high, it should be avoided as the products of competitive stores too similar, so it is not easy to open the sales. You can choose products that are different from its different grades, different types, or products that are sold with it.
During the selection of the store site, making a “Map of Business District” is a good idea. The specific methods are as follows:
1. Investigate the local sports goods stores to mark their position in the position in the local sports products stores, and mark their position in the position of their positions in On the map. Look at their location characteristics, such as the dense radius of the surrounding population, how much the total population, the distance from other similar companies, etc., and the radius of its exclusive market, which is the scope of the business district.
2. According to the map, mark the location you are optimistic.
3. Around the selected place, according to the radius of the business district that were previously measured, you plan your own business district with a circle.
. Determine whether there is a competitor in the business district to weigh the strength of each other, and then decide whether to change the location.
5. Understand the population, population statistical characteristics, purchasing power and other related information in the business circle to help you understand the customer group.
6. Draw a street or bus line that can walk to your store to understand whether customers can easily arrive there.