超市消费行为研究：以郑州市为例.doc

题 目: 超市消费行为研究——以郑州市为例 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称：  摘 要 近年来，城市居民中消费零售商品的人数呈明显上升趋势，零售消费群体逐年扩大，零售商品消费量逐年上升，预示着我国零售业态有着广阔的发展前景，这将为国内超市企业带来很好的发展机遇。 本文研究针对郑州市城区消费者的购物行为进行调查,根据有关的郑州市人口统计资料分析、顾客购买行为分析，结合此次测评的目标所设计的内容，形成了基本评价指标，分析影响消费者选择超市的动因，深入剖析当地的超市消费者的消费心理和行为，揭示了需要引起超市企业管理者重视的细节，构成了超市企业满足顾客需求，支撑企业健康、持久发展的基础。 针对目前郑州超市规模偏较小、区域布局不够合理、超市服务态度不是很好、任存在质量问题等状况, 郑州超市企业要进行充分的调查研究, 确定恰当的经营规模, 改变部分区域有需求、突出主力商品, 努力提高生鲜商品的经营能力，在服务上形成自己的特色，以达到既方便消费者购物、又扩大超市市场空间和份额的双重目的。 关键词： 超市 消费行为 市场调查 Title Research on consumer behavior supermarket——As an example in Zhengzhou City Abstract In recent years, in the number of consumers of urban residents buy retail goods showed an upward trend , the retail consumer groups expanded year by year, the consumption of retail goods increased year by year, This indicates that Chinas Retail Business has broad prospects for development, which will bring good opportunities for the domestic supermarket company’s development. This paper will reveal consumers’s conduction in city of Zhengzhou, accordind to the analysis of demographic data in the city of zhengzhou and the behavior of customer’s purchase ,and combined with the objective of the survey content is designed to form the basic evaluation, find out which motivation impact the choice of consumer , and analysis in-depth the consumer’s psychology and behavior in local supermarket, revealing the manager of supermarket must pay more attention to what details about the supermarket , which meet customer’s needs, make the supermarket business develop healthy and lasting. Currently, the small size of supermarket in Zhengzhou is common, the distribution of regional is not reasonable enough, the service attitude in supermarket is not very good,and goods often have quality problems, Zhengzhou supermarket enterprises must be studied fully to determine the appropriate scale of operation, c