Brand Awareness Survey of Auto 300 Regions in China
Recruitment time: 2007-08-05——2007-10-05
Recruitment organization: HMI
I. Background
A large quantity of global auto corporations came into China with their high quality, excellent behavior and good service products, which brought to China a new brand concept. No doubt it is a big challenge to China auto manufacturers, who did not have matured innovation ability or brand cultivating senses. Therefore, auto industry would be influenced. HMI took auto consumers as the investigation objects this time and research the allied issues to reveal the current auto brand distribution.
II. Objects
Auto consumers
Auto potential consumers
III. Contents
Brand popularity, permeability, and purchasing rate
Market share on whole market and marketing channels of each brand
Consumer structure of each brand
Pricing of each brand
Marketing channel, store's location distribution and supply of each brand
Advantages and disadvantages on marketing channels of each brand
The expense of AD of each brand
Brand image
Brand advantage and disadvantage
IV. Methods
1. Focus group: car having consumers and potential consumers focus groups
2. Questionnaire: consumer questionnaire
3. Data gathering:
The latest car purchasing statistic
Current status of auto industry
V. Investigation time
2007-08-05——2007-10-05
VI. Quotation
CONTENT
PRICE RMB
NO.
TOTAL(RMB)
Focus group
8,000
10
80,000
Questionnaire
300
6000
1,800,000
Data gathering
5,000
1
5,000
Data ordering and report editing
5,000
1
5,000
Total
1,890,000
Recruitment number: the first 10 customers (average: 18,900 RMB per customer)
VII. Recruitment members
Auto manufacturers
Foreign auto industry consulting institutes
Auto parts manufacturers
Auto distributors from home and abroad
VIII. Recruitment number
The first 10 customers (average: 18,900 RMB per customer)
IX. Advantages
Data is abundant and typical;
The report is combined with comprehensive data and regional features;
The expense is low;
Professional recruitment. Be confidential to the third part.
