A Research Report On Attitude Of Levi´s Jeans In Shanghai

A Research Report On Attitude Of Levi´s Jeans In Shanghai A Research Report On Attitude Of Levi's Jeans In Shanghai 1.0 Problem Definition Levi's is a American brand which mainly sells jeans. It was established in 1847.Arrive at now, it had a history of 160 years. Levis is the earliest ancestor of jeans, and one of world four-big jeans brand. Levi's is already, more than 160 countries carrying out trade mark registration register's, and always representing original creation in the whole world. In 1980, Levi's has sold the 500 million jeans, but it did not Step halting to develop, 2001, it entered the Chinese marketplace. With the developing of China, our country will be the biggest market in the world. After sold in China, Levi's spent much time and money on advertising, and it was greatly useful, more and more people knew this brand, and Levi's became the most famous 1and the most fad brand in jeans area in china. But there are also many other jeans brands in China, the competition among them is fierce, so Levi's adopted many tactics in sales and propaganda to Gain competition, for example, Levi's Cooperate with a Chinese fashion brand--"clot" which was established by a Hong Kong film star Edison Chen, through Edison's help, Levi's Designed some limited edition tin jeans, these jeans have been put in the Element of Chinese traditional culture. So the sell amounts of Levi's in China is increasing far more quickly, especially in shanghai.2001, their sales volume in shanghai is 1200 thousand.2006, it increased to 7000 thousand, 2and is higher than that of "Lee". Obviously, Levi's is more and more popular in shanghai. So we need make a report to know the attitude of Levi's jeans in shanghai . 2.0 Statement Of Research Objectives As we all know, the marketing research is essential to the customer satisfaction, because we can make a suitable development plan according to the marketing research. And the result of the marketing research is just the customer feedback, so we must get some useful information from the customer feedback, for example, , To determine the price range of the jeans. , To determine the focal point of design. , To find out the present situation of the company in industry and the consumption patterns. , To find out the advantage and disadvantage of Levi’s now days. , To identify the target customers’ attitudes and advice about our products. , To determine the most effective place to sell the Levi’s. 1. 双休TOUGH 2007 年9月 page 37 2. MINA 2007 年9月 page 37 1 3.0 Research Methods 3.1 Secondary Data Research Secondary data research is date gathered and recorded by someone else prior to and for purposes other than the current project. Secondary data usually are historical and already assembled. They require no access to respondents or subjects. Using Secondary Data has many advantages, the primary advantage is that Secondary Data Research is available easily, fast, and more convenient than other way in marketing research. Because the sources of Secondary Data can be find easily, such as Internet, magazines, vendors, throughout these sources we can get a lot of useful information without high expense and any complicated process. So it is a judgmatical behavior for a researcher to choose Secondary Data Research. So throughout the Secondary Data Research we can know the present situation of the company in industry and the consumption patterns more easily than other ways. 3.2 Mall Intercept Interviews Mall intercept interview is a personal interview conducted in a shopping mall or other high-traffic area. Throughout the mall intercept interview, we can identify the target customers’ attitudes and advice about our products. The main reasons for conducting mall intercept interviews are the low cost and flexibility. Moreover, the efficiency of mall intercept interviews is very high. 3.3Internet Surveys An Internet survey is a self-administrated questionnaire posed on a Web site. Respondents provide answers to questions displayed onscreen by highlighting a phrase, clicking an icon, or keying in an answer. Because the question on the surveys is asked by us, we can ask the question which is closed to the subject researched. So the answer from the customer is very useful and important to our research. Such as the Question 4 and Question 5 can let us know what color and style jeans is the most popular now in China. In Question 6 people can tell us which series of Levi's is the most classical. Question 7 can help us to determine the price of product. Question 8 can help us to select the target customers, Question 9 and Question 10 can give us some advice on advertisement and sale condition. Question 11 to Question 15 helps to determine the promotion. Moreover, the advantage of Internet surveys is that we can touch a large audience, to secure confidential answers quickly and cost-effectively. These kinds of questionnaires can eliminate the costs of paper, postage, and data entry, as well as other labor costs. 2 4.0 Description of the Research Process 4.1 Internet Surveys We use quota sampling to select representative samples, because speed of data collection, lower costs, and convenience are the major advantages of quota sampling over others sampling. So first we put the surveys on the BBS which is about Levi's and other fashion network to defining the target population. Because people in these network probably know the Levi's more than others, then We will divide the people into male group and female one. This behavior also can ensure that the two groups in the research are represented on the useful answer which investigator wanted. Than we will choose one hundred Internet Surveys questionnaires from all complete surveys. 50 percent of them will be responded by male and the other half will be responded by female. Male and female have different idea of jeans in color and style, so they can make various advices for us. In the research progress, to encourage people to answer the surveys, we will draw a lottery in all complete surveys, the award will be the product. So this marketing research Project is also helping Levi's to advertising their brand. 4.2 Mall Intercept Interviews Taking advantage of some people don't touch internet, we also use the Mall Intercept Interviews to collect data, it is a typical example using convenience sampling, but we also use quota sampling, because quota sampling is more representational than convenience sampling, so we arrange two people finish this project, one person intercept ten male to complete the question, the other person will intercept ten female to complete the question. The question is same as the question for Internet surveys. The chosen intercept area is the Levi's sale counter in the Shanghai Times Square, No.93 Huai Hai Zhong Road. The proposed interview time will be from 1:00p.m to 5:00p.m in the weekend. As it’s in the holiday, there will be many people in the shopping mall. 5.0 Data Analysis Percentage Gross-Tabulation of Question “how many jeans do you have in all?” by Sex of Respondent, Row percentage Sex 0 1,5 6,10 11 and above Total (Basic) male 1% 75% 15% 9% 100%(50) female 4% 87% 9% 0% 100%(50) According to the collected data, we can know that most male and female have 3 1—5 jeans, and no female has jeans over 10.It is obvious that male buy jeans more than female, so man's jeans market is larger than female's, we should put the focal point of work on man's market. Percentage Gross-Tabulation of Question “ which style of jeans do you like best?” by Sex of Respondent, Row percentage Straight Boot cut Low waist Slim Total (Basic) Sex male 65% 22% 7% 6% 100%(50) female 13% 7% 22% 68% 100%(50) According to the collected data, we can know that most of male like Straight style of jeans, because this style of jeans is very comfortable than others. However, most of female like slim style of jeans, because this kind of style looks thin. Frequency Table of Favorite series of Levi's jeans for Male Preference Rankings series of Levi's 1st 2nd 3rd 4th 5th 6th 7th jeans A 20 15 6 5 2 1 0 B 2 6 8 11 12 7 4 C 14 11 8 6 6 2 3 D 4 3 9 12 9 13 14 E 4 8 3 3 9 12 11 F 3 6 14 9 5 6 7 G 3 8 10 10 11 1 7 A: 20*1+15*2+6*3+5*4+2*5+1*6+0*7=104 B: 2*1+6*2+8*3+11*4+12*5+7*6+4*7=212 C: 14*1+11*2+8*3+6*4+6*5+2*6+3*7=147 D: 4*1+3*2+9*3+12*4+9*5+13*6+14*7=306 E: 4*1+8*2+3*3+3*4+9*5+12*6+11*7=235 F: 3*1+6*2+14*3+9*4+5*5+6*6+7*7=203 G: 3*1+8*2+10*3+10*4+11*5+1*6+7*7=199 According to the collected data, the most popular series of Levi's jeans among male is A, which is the 501 series of Levi's. The sequence from the most favorite beer to the least is A, C, G, F, B, E, D. 4 Frequency Table of Favorite Snow Beer for Female Preference Rankings series of Levi's 1st 2nd 3rd 4th 5th 6th 7th jeans A 18 13 11 5 1 2 0 B 2 15 5 8 7 3 10 C 11 13 10 5 5 4 2 D 9 11 14 5 4 4 3 E 13 12 9 9 3 3 1 F 3 3 5 9 8 10 12 G 7 8 13 6 4 3 9 A: 18*1+13*2+11*3+5*4+1*5+1*6+1*7=115 B: 2*1+15*2+5*3+8*4+7*5+3*6+10*7=202 C: 11*1+13*2+10*3+5*4+5*5+4*6+2*7=150 D: 9*1+11*2+14*3+5*4+4*5+4*6+3*7=158 E: 13*1+12*2+9*3+9*4+3*5+3*6+1*7=140 F: 3*1+3*2+5*3+9*4+8*5+10*6+12*7=244 G: 7*1+8*2+9*3+13*4+6*5+4*6+3*7=177 According to the collected data, the most popular series of Levi's jeans among female is A, which is the 501 series of Levi's. The sequence from the most favorite beer to the least is A, E, C, .D, G, B, F. Answer to Question “Do you think Levi's is suitable to the Old?” by Male Respondents ] 5 According to the collected data, most of the male did not think Levi’s is suitable to the old. Answer to Question “Do you think Levi's is suitable to the Old?’’ by Female Respondents According to the collected data, more than a half of the female think Levi’s is suitable to the old. Frequency Graph of What the advantage of Levi's among other jeans brands? 92%100%75%62%80% 41%60% 21%40% 20% 0% Design According to this data we can know people very like the design of Levi’s, they Price consider this reason is the most advantage of Levi’s Advertise ment6.0 Research Findings 6.1 Secondary Data Research Long History 6 Quality According to the Research on affection of Levis jeans conducted by VIVI, we found that people consider jeans as Necessaries in their life. 85% of people have one or more than one jeans in their wardrobe. The average level is 40% of people who has jeans will have jeans of Levi's. 70% of these people have more than one jeans of 3Levi's. These Secondary Data tell us that jeans become more and more popular, and Levi's is a big and famous brand in this marketing. And the data show us if you have one jeans of Levi's, you will Probably choose the second one, the third one and so on. SO the affection of Levis jeans in shanghai is pretty good! 6.2 Internet Surveys and Mall Intercept Interviews Throughout the Internet Surveys and Mall Intercept Interviews we know that male is prefer straight style of jeans to slim style of jeans, but most female like slim style of jeans, than we can according to these Conclusion to design the different jeans for different needs. And we found the advantage and disadvantage of Levi's, we also can know the opinion of people about the advertisement, than we can meet the needs of most people. 6.3suggestion to Levi's After doing this research we know Levi's deeper than before. And we also know most people's attitude to Levi's. Now days taking customer's advice is the most important thing for a company. So the conclusion which given by this research is useful to the development Levi's. For example, they can change their price of jeans, and they can design various kinds of style jeans for different needs of people, they also can use some Chinese film star to attract Chinese people's sight. And more and more Levi's sells counter should be put in the shopping mall in Shanghai. In a word, this research can truly report the Current situation of Levi's in Shanghai. 7.0 Supporting Documents , VIVI, 日本 讲谈社，2007 9月刊 , 双休TOUGH, 演艺周刊出版社 2007 总期 第609期 , , , Supporting Document for Internet Surveys The research on the attitude of Levi’s jeans toward college in shanghai 3. VIVI 2007 年6月 page 43 7 1. Are you male or female? A. Male B. Female 2. How old are you? A. 20 and below B. 21 to 30 C. 30to 45 D. 40 and above 3. How many jeans do you have in all? A. 0 B. 1-5 C. 6-10 D. 11 and above 4. Which style of jeans do you like best? A. Straight B. Boot cut C. Low waist D. Slim 5. What color of jeans do you like best? A. A light color B. A deep color C. White D. Black 6. Please rank the following series of Levi's jeans according to your preference? Rank your favorite one as 1. A. 501 B. 522 C. 523 D. 524 E. 517 F. 701 G. 505 7. What your opinion to the price of Levi's jeans ? A. Too high B. Just enough C. Too low 8. Do you think Levi's is suitable to the Old? A. Yes B. No C. It is hard to say. 9. Which film star in China is the first choice of persons to advertise for Levi's? A. Edison Chen B. Jolin Cai C. Takeshi Kaneshivo D. Others 10. DO you think it is necessary to put the Sell counter in the supermarket? A. Yes, it is more convenient for people to touch Levi's. B. NO, it will reduce the value of Levi's. C. It is hard to say. 11. Do you think it is good for Levi's to design their products with other fashion brands? A. Yes, it can be more various B. No. It will change the own style of Levi's C. It is hard to say. 8 12. Why you will be attracted by Levi's? A. This brand is famous. B. Its price is acceptable. C. Its jeans is very fashion. D. Many people choose this brand. E. Its Advertisement looks good F. Its quality 13. What the advantage of Levi's among other jeans brands? A. Design B. Price C. Advertisement D. Long History E. Quality 14. What the weakness of Levi's among other jeans brands? A. Design B. Price C. Advertisement D. Quality 15. Can you make any suggestion for Levi's? ____________________________________________________________ 1.0 Problem Definition China Resources Snow Breweries Limited (i.e. CRB) together with its subsidiaries (collectively, the Group) is one of the largest beer manufacturers in the People’s Republic of China. Now the group is principally engaged in the manufacturing and distribution of beer products. The Group operates more than 40 beer factories and owns more than 30 regional brands. Among the subsidiary companies, there’s a relatively small sales company of CRB in Shanghai. But the brand pull of their national brand-------Snow beer is too weak to call purchasing actions in such an area. In fact, the marketing strategies of Shanghai Branch were not customize and didn’t target at the young beer consumers. So the brand awareness was relatively low. By the way, the chief theme of Snow Beer is “Enjoy Growth”. The target customers are young people aged 20-35 years. It’s obvious that the 9 college students are a big group of the potential customers. So Shanghai branch of CRB decided to design a new marketing program toward college students in Shanghai. The new marketing program is a part of the national brand broadcasting. It aims to expand the effect of Snow Beer and gain some first-purchasing beer consumers. Before designing the marketing program, a research project should be conducted to know what the college students in Shanghai think of the existing marketing strategies for Snow Beer. More specifically, the research project was mandated to answer the question of what the college students think of the product, price, and promotion, place that CRB provided. 2.0 Statement of Research Objectives To respond to the questions raised above, the following objectives were developed. The research design was formulated to address each of the objectives stated below: , To determine the most profitable product mix , To determine the key beer product with the most popular taste , To determine the capacity and packaging of beer products , To determine the most competitive price , To determine whether to put the high-end product on the market , To measure the target customers’ awareness on the advertising and 10 promotions of Snow Beer , To determine the most reasonable promotion mix in accordance with the image of Snow Beer , To measure the target customers’ attitudes and beliefs about how effectively Snow Beer is delivered , To determine the most effective place that supplied access to the target customers , To look for solutions about how to improve the distribution channels of Snow Beer , To identify the target customers’ attitudes and beliefs about drinking beer , To identify consumption patterns and consumer behaviors 3.0 Research Methods 3.1 Secondary Data Research , Secondary data research is research that makes use of data gathered and recorded by someone else to and for purposes other than the current project. Secondary data usually are historical and already assembled. They require no access to respondents or subjects. , With the help of secondary data research, we can identify consumption patterns and beer consumer behaviors. 11 , The primary reason that we choose secondary data research comes from their availability. Obtaining them is almost always faster and less expensive than acquiring primary data. Besides, many of the activities normally associated with primary data collection (for example, sampling data and data processing are eliminated by using secondary data. 3.2 Internet Surveys , An Internet survey is a self-administrated questionnaire posed on a Web site. Respondents provide answers to questions displayed onscreen by highlighting a phrase, clicking an icon, or keying in an answer. , With the help of Internet survey, we can get all the answers to the questions above except for the last one. Question 3 to Question 8 helps to determine the product, including product mix, product capacity and product packaging. Question 9 to Question 10 helps to determine the price. Question 12 to Question 13 helps to determine the place. Question 14 to Question 15 helps to determine the promotion. , Internet surveys allow me to reach a large audience, to secure confidential answers quickly and cost-effectively. These computer-to-computer self-administrative questionnaires eliminate 12 the costs of paper, postage, and data entry, as well as other administrative costs. The Internet is an excellent medium for the presentation of visual materials, such as photographs or drawings of product prototypes, advertisements. 3.3 Mall Intercept Interviews , Mall intercept interview is a personal interview conducted in a shopping mall or other high-traffic area. , With the help of mall intercept interview, we can identify the target customers’ attitudes and beliefs about drinking beer. , The main reasons for conducting mall intercept interviews are the low cost and geographical flexibility. In addition, the speed of data collection is high. 4.0 Description of the Research Progress 4.1 Internet Surveys To select representative samples, we will use quota sampling to ensure that the two subgroups in the population are represented on pertinent sample characteristics to the exact extent the investigator desires. Speed of data collection, lower costs, and convenience are the major advantages of quota sampling over profitability sampling. We will divide the college 13 students into male group and female one. As male student and female one differs dramatically in the perception of ideal beer. One hundred online questionnaires are desired to complete. Half of them will be responded by male students and the other half will be responded by female ones. When analyzing our target customers, we found that Internet plays an indispensable part in their daily life. Besides, they have strong interest in the BBS of their own universities. So we will put the questionnaires on the BBS of all the twelve universities in Shanghai, which take part in the radio of Campus Wind. To increase the response rate, our Internet questionnaires will offer the opportunity to send a physical incentive. If the respondents complete the questionnaire, the promise of a future reward will emerge at once, in the form of “As a token of appreciation for completing this survey, the sponsor of the survey will give you three Q coins as reward.” What’s more, the campaign of “Complete Questionnaire, Win Q coins” will be broadcasting on the radio of Campus Wind in the twelve universities in Shanghai. It’s also a good way to promote Snow Beer by the way. 4.2 Mall Intercept Interviews Mall intercept interview is a typical example that uses convenience sampling. Convenience sampling refers to sampling by obtaining the people or units that are most conveniently available. Quota sampling is 14 somewhat used in the interview, too. As we also divide the students into male group and female one. We have already given the reason of such dividing above. We will intercept ten boys and ten girls to complete the test similar to Sentence Completion Method. We will read 7 couples of sentences and ask the respondent to choose the one he or she agreed more form the two sentences. As the sentences have already completed, the test will be easier and convenient than Sentence Completion Method. The chosen intercept area is the street before East Canteen of Shanghai Second Polytechnic University. The proposed interview time will be from 4:00p.m to 6:00p.m. As it’s time for supper on campus, there will be dozens of students passing by. 5.0 Data Analysis Percentage Gross-Tabulation of Question “Which of the below describes you best?” by Sex of Respondent, Row percentage Occasional Social Non beer Frequent Sex beer beer Total ( Base) drinkers beer drinkers drinkers drinkers Male 1.5% 2.5% 82% 14% 100% (50) Female 50% 3% 46.5% 0.5% 100% (50) According to the collected data, most of the male students drink beer for social needs. That is to say, when dozens of students go out to have a party or have a dinner, they have to drink beer. Otherwise, they may fail to establish relationships with other male students. Almost half of the 15 female students can’t drink beer. The other half drink beer out of social needs. Frequency Table of Favorite Snow Beer for Male Snow Preference Rankings Beer 1st 2nd 3rd 4th 5th 6th 7th A 7 9 13 8 6 5 2 B 5 4 5 7 12 8 9 C 4 5 7 6 8 9 11 D 2 3 9 6 9 7 14 E 9 10 14 3 9 2 3 F 13 11 9 9 5 2 1 G 11 12 10 10 4 1 2 A: 7*1+9*2+13*3+8*4+6*5+5*6+2*7=170 B: 5*1+4*2+5*3+7*4+12*5+8*6+9*7=227 C: 4*1+5*2+7*3+6*4+8*5+9*6+11*7=230 D: 2*1+3*2+9*3+6*4+9*5+7*6+14*7=244 E: 9*1+10*2+14*3+3*4+9*5+2*6+3*7=161 F: 13*1+11*2+9*3+9*4+5*5+2*6+1*7=142 G: 11*1+12*2+10*3+10*4+4*5+1*6+2*7=145 According to the collected data, the most popular Snow Beer among male students is F, which is Extra Cool Snow Beer. The sequence from the most favorite beer to the least is F, G, E, A, B, C, D. Frequency Table of Favorite Snow Beer for Female Snow Preference Rankings Beer 1st 2nd 3rd 4th 5th 6th 7th A 5 7 11 9 7 3 8 B 2 5 5 6 7 11 15 C 11 13 10 5 5 4 2 D 9 11 14 5 4 4 3 E 13 12 9 9 3 3 1 16 F 3 3 5 9 8 10 12 G 7 8 13 6 4 3 9 A: 5*1+7*2+11*3+9*4+7*5+3*6+8*7=197 B: 2*1+5*2+5*3+6*4+7*5+11*6+15*7=257 C: 11*1+13*2+10*3+5*4+5*5+4*6+2*7=150 D: 9*1+11*2+14*3+5*4+4*5+4*6+3*7=158 E: 13*1+12*2+9*3+9*4+3*5+3*6+1*7=140 F: 3*1+3*2+5*3+9*4+8*5+10*6+12*7=244 G: 7*1+8*2+9*3+13*4+6*5+4*6+3*7=177 According to the collected data, the most popular Snow Beer among female students is E, which is Classic Snow Beer. The sequence from the most favorite beer to the least is E, C, D, G, A, F, B. Percentage Gross-Tabulation of Question “Which capacity of beer do you prefer?” by Sex of Respondent, Row percentage Sex Below 500 ML 501---1000ML Total ( Base) Male 36% 64% 100% (50) Female 96% 4% 100% (50) According to the collected data, none of them prefer beer with too large capacity. As the volume of beer that students drunk is limited. Most of girls and some of boys prefer beer below 500 ML. More than a half of boys prefer beer between 501-1000 ML. Answer to Question “Would you like to buy the high-class Snow Beer?” by Male Respondents 17 According to the collected data, more than a half of the male students refused to buy the high-class Snow Beer. Answer to Question “Would you like to buy the high-class Snow Beer?” by Female Respondents Yes 11% Yes No No 89% According to the collected data, similar conditions occurred when interviewing female students. Frequency Graph of Regular Drinking Places 1.296%1 75%0.8 0.638%0.4 12% 0.25%1% 0 KTV Home 18 Dormitory Bar Restaurant School canteen As the respondents can choose more than one answer, the total is not 100%. When asked “Where do you regularly drink beer?” most of the students chose KTV, Bar and Restaurant. Few of them drank at home. 6.0 Research Findings 6.1 Secondary Data Research According to the Research on Beer Consuming Behaviors conducted by New Generation Marketing Agent, we found that nowadays people consume beer for fashion and the living attitude of enjoying life. 28.6% of beer drinkers prefer to go drinking beer with friends. The average level is 21.8%. 19.4% of beer drinkers prefer to have dinner outside with friend rather than have dinner with their families. The average is 18.1%. 41.8% of beer drinkers are active in social communications. The average is 40.2%. When asked “whether you want to be a person with unique characteristics” “whether you want to attract the attention of the opposite sex” “whether you would keep using a certain brand” “money is the best measurement of success” “I prefer purchasing products with unique characteristics” “to succeed, people need to take challenges and undertake risks” “enjoy yourself now, don’t worry about the future” “though 19 expensive, I prefer purchasing the products abroad” “I look forward to the lifestyle of developed countries”, the proportion of beer drinkers who answered “Yes” is respectively 73.9%、42.6%、77.7%、35.2%、70.9%、 80.6%、37.9%、31.7%、49.6%. The average level is 57.5%、25.4%、 73.2%、30.1%、53.6%、69.3%、28.2%、23.8%、38%. Generally speaking, drinking beer represents for the status, fortune, characteristics, and feeling of white collar. Young people with relatively high income prefer to drink beer in bars and chat with strangers to ease the pressure. In addition, they become more and more particular to the taste and packaging of beer. 6.2 Internet Surveys We found that girls prefer beers with light strength, pale color and low bitterness. The most popular capacity for female is 330 ML as they don’t like to drink too much. Boys prefer beers with medium strength, medium color and low bitterness. The most popular capacity for male is 501-1000 ML. Boys prefer cans than glass bottles. So we suggest to sell 330 ML glass bottled beer to female students and to sell 35 ML canned beer to male students. All the students dislike bit beer. It’s one of the factors we should take into account. According to the respondents’ answers, our pricing policy is correct. But it isn’t time to put the high-class Snow Beer on the target market in Shanghai. With regard to the place, we can cooperate with KTV, Bar, and Restaurant mainly target at college students. 20 The cooperation may help us easily access to our target customers. With regards to promotion, our national promotion activities such as “Adventure towards the End of the World” didn’t attach our target customers. Some of our target customers have a preference of foreign brand. But their brand loyalty is relatively low. Most of the students will be attracted by the large scaled promotion activities. They will buy the promoted beer out of curiosity. Besides, our online promotion is successful and delivered the right brand image. 6.3 Mall Intercept Interviews The aim of conduct such an interview is to make up the disadvantages of second data research. We found that most of the respondent agreed that drinking beer is a kind of fashion. Half of them drink beer to satisfy the thirst for beer. The other half are for social communication needs. Most of them drink beer both when they gather with friends or feel happy and when they’re under pressure or feel frustrated. A great proportion of them deemed girls’ beer drinking as a normal thing. Besides, some of them have a preference of foreign brands and those brands with attractive advertising. 21 7.0 Supporting Documents , William G. Zikmund, Essentials of Marketing Research, 北京:清华大学出版社，2003 , 陈立平，《客动线调查:操作要点与分析实例》，《销售与市场》总第219期，2006年， P48 , 杜江，《啤酒区域渠道封锁对决战》，《销售与市场之营销版》总第232期，2006年，P50 , 谭长春，《可口可乐的渠道创新》，《销售与市场之渠道版》总第246期，2006年，P26 , 22 , Supporting Document for Mall Intercept Interview 下面有关beer的说法，请选出你较为同意的一项 The following are sentences related to drinkers’ consuming behavior and perception about beer. Please choose the sentences you agree more from A and B. 1A.喝啤酒是一种习惯。 1A. Drinking beer is a kind of habit. 1B.喝啤酒是一种时尚。 1B. Drinking beer is a king of fashion. 2A.喝啤酒主要是满足自己喝酒的需要。 2A. Drinking beer is mainly to satisfy the thirst for beer. 2B.喝啤酒主要是社交的需要。 2B. Drinking beer is mainly to satisfy social communication needs. 3A 和朋友聚会，很开心的时候，我会喝啤酒 3A. I’d like to drink beer when I gather with my friend or feel happy. 3B 压力很大， 有烦恼的时候，我会喝啤酒 3B. I’d like to drink beer when I’m under pressure or feel frustrated. 4A.女生喝啤酒让我感到惊讶。 4A. Girls’ drinking beer surprised me. 4B.喝啤酒没有性别之分。 4B. It’s normal for girls to drink beer. 5A.我会买曾经喝过的口感不错的啤酒。 5A. I’d like to buy the beer I have already tasted. 5B.我会买广告宣传的比较多的啤酒。 5B. I’d like to buy the beer with the most attractive advertising. 6A.在我看来，啤酒的品牌知名度高低，主要靠广告。 6A. In my viewpoint, the brand awareness of beer lies in advertising. 6B.在我看来，啤酒的知名度高低很大程度上取决于啤酒本身。 6B. In my viewpoint, the brand awareness of beer lies in taste. 7A.选啤酒时，我比较喜欢选本地品牌。 23 7A. I prefer local beer brand. 7B.国际品牌的啤酒，我比较感兴趣。 7B. I prefer International beer brand. Supporting Document for Internet Surveys The research on the marketing strategies for Snow Beer toward College students in Shanghai 1. Are you male or female? A. Male B. Female 2. Which of the below describes you best? A. Non beer drinker B. Occasional beer drinkers C. Social beer drinkers D. Frequent beer drinkers 3. Please rank the following Snow Beer products according to your preference. Rank your favorite one as 1. _________________________________________________________ A. 精制 B. 纯生 C. 冰爽 D. 清爽 E. F. 冰纯 G. 4. Which strength of beer do you prefer? A. 4.8---4.0 B. 4.1---4.9 C. 5.0 and above 5. Which color of beer do you prefer? A. Pale Ale浅色 B. Medium C. Dark D. Stout 6. How about the bitterness of beer? Which one do you prefer? A. High B. Medium C. Low 7. Which capacity of beer do you prefer? 24 A. Below 500 ML B. 501---1000ML C. 1001ML---2000ML D. Above 2000ml 8. Which package of beer do you prefer? A. Aluminum cans B. Glass bottles 9. Which do you think is the most reasonable and acceptable price? (Take the 350ML cans for example) A. Below 1.9 Yuan B. 2.0---3.9 Yuan C. 4.0---5.9 Yuan D. Above 6.0 Yuan 10. If Snow Beer put the high-class beer with super rich taste on the market, would you like to buy it? A. Yes. I want to have a try. B. No. I think price is more important than taste. 11. Please check which of the following places where you regularly drink beer, if any. A. KTV B. Home C. Dormitory D. Bar E. Restaurant F. School canteen 12. Please check which of the following places where you regularly buy beer, if any. A. Grocery shop B. Supermarket D. Place orders at a certain outlet (door-to-door delivery included) E. Place orders online (pay after delivery) 13. Please tell me when and how you get to know Snow Beer. ________________________________________________________ ________________________________________________________ 14. Have you heard of the “Adventure towards the End of the World” campaign for Snow Beer? A. Yes. B. No. 15. If there’s a large scaled promotion for a certain beer brand that is not your regular brand, would you give up your regular brand and drink the brand instead? A. Definitely not. I’m loyal to my taste. B. I will be attracted by the promotion price. But if it doesn’t satisfy my taste, I will buy my regular brand after then. If I found it satisfied my taste, I’ll keep drinking such brand after the promotion period. C. I’ll drink it in the promotion period. After that period, I’ll drink my regular brand. D. I don’t mind the brand and just buy the promotion brand. 16. The following online promotions for Snow Beer are in accordance with the brand image of young, energetic, care, fun. Do you agree? A. Yes B. No 25 26 Copy for One of the Completed Online Questionnaire The research on the marketing strategies for Snow Beer toward College students in Shanghai 1. Are you male or female? (B) A. Male B. Female 2. Which of the below describes you best? (B) A. Non beer drinker B. Occasional beer drinkers C. Social beer drinker D. Frequent beer drinkers 3. Please rank the following Snow Beer products according to your preference. Rank your favorite one as 1. ____ACFDEGB_______ A. 精制 B. 纯生 C. 冰爽 D. 清爽 E. F. 冰纯 G. 4. Which strength of beer do you prefer? (A) A. 4.8---4.0 B. 4.1---4.9 C. 5.0 and above 5. Which color of beer do you prefer? (A) A. Pale Ale浅色 B. Medium C. Dark 6. How about the bitterness of beer? Which one do you prefer? (C) A. High B. Medium C. Low 7. Which capacity of beer do you prefer? (A) A. Below 500 ML B. 501---1000ML C. 1001ML---2000ML D. Above 2001ml 8. Which package of beer do you prefer? (B) A. Aluminum cans B. Glass bottles 9. Which do you think is the most reasonable and acceptable price? (Take the 350ML cans for example) (B) 27 A. Below 1.9 Yuan B. 2.0---3.9 Yuan C. 4.0---5.9 Yuan D. Above 6.0 Yuan 10. If Snow Beer put the high-class beer with super rich taste on the market, would you like to buy it? (A) A. Yes. I want to have a try. B. No. I think price is more important than taste. 11. Please check which of the following places where you regularly drink beer, if any. (A, D) A. KTV B. Home C. Dormitory D. Bar E. Restaurant F. School canteen 12. Please check which of the following places where you regularly buy beer, if any. (A, B) A. Grocery shop B. Supermarket D. Place orders at a certain outlet (door-to-door delivery included) E. Place orders online (pay after delivery) 13. Please tell me when and how you get to know Snow Beer. ANSWER: Two years ago, one of my friends introduced the brand to me. 14. Have you heard of the “Adventure towards the End of the World” campaign for Snow Beer? (B) A. Yes. B. No. 15. If there’s a large scaled promotion for a certain beer brand that is not your regular brand, would you give up your regular brand and drink the brand instead? (B) A. Definitely not. I’m loyal to my taste. B. I will be attracted by the promotion price. But if it doesn’t satisfy my taste, I will buy my regular brand after then. If I found it satisfied my taste, I’ll keep drinking such brand after the promotion period. C. I’ll drink it in the promotion period. After that period, I’ll drink my regular brand. D. I don’t mind the brand and just buy the promotion brand. 16. The following online promotions for Snow Beer are in accordance with the brand image of young, energetic, care, fun. Do you agree? (A) A. Yes B. No 28