A Market Segment Of SEPTWOLVES Cigarette Consumers Based On Market Research

The cigarette brand of SEPTWOLVES belongs to the Fujian Tobacco Industry Co., Ltd. Since1995SEPTWOLVES brand has been formally established, the market reaction has being positive, furthermore, it only takes18years to break over the region limit and become the key national cigarette brand successfully. Facing to the more and more fierce competition, in the next3-5years, the realization of "cigarette top quality" will determine the position of Fujian Tobacco Industry Co., Ltd. in the tobacco industry in China. How to provide SEPTWLOVES cigarette to meet the consumer demand and show itself from many cigarette industrial enterprises has become the point that Fujian Tobacco Industry Co., Ltd. focused on. Under the condition of market economy, the business activities of enterprises are always depended by the market and the cigarette consumers. It has become the basic work for the enterprises to study consumers’demands, psychological activities, behavior rules and development trends. According to the SPSS17.0data analysis conclusion of the literature review, depth interview and cigarette consumer questionnaire in Ningde city of Fujian province which includes181valid samples, this result divided the cigarette consumers into three market segments. Based on these three types of market segmentation, the SEPTWOLVES cigarette market is going to be retargeted and the product line is going reconfirmed, the purpose of this article is to provide significant help and reference for the business decision.The follows indicates the structure and the main contents of this thesisChapter1Introduction:Points out the research background and significance from a practical view, explains the purpose, object, method and structure of the research.Chapter2Literature review:Mainly expounds theoretical research including consumer’s behavior, market segmentation and market positioning, etc..Chapter3The Development of global and domestic tobacco industry. Emphasis’s the dilemma status of SEPTWOLVES cigarette brand development by reviewing the development history of SEPTWOLVES cigarette brand and using comparative analysis of SEPTWOLVES cigarette competitors.Chapter4By using the method of marketing research and deep interviews, to design the cigarette consumer survey Questionnaire. Then using SPSS17.0software to carry on descriptive analysis’reliability analysis, correlation analysis and factor analysis of the questionnaire dataChapter5The data analysis shows three types of the cigarette consumer groups as smoking addicted, smoking feeling and smoking show, which advises the main characteristics of SEPTWOLVES cigarette consumer market segments. Based on the view of market growth, it puts forward the tactics for the reposition of SEPTWOLVES cigarette "Classics" series,"TONG" series and "Pure" series.Chapter6Making a main conclusion based on the research of SEPTWOLVES cigarette consumer market segmentation and illustrating the constraint because of the choice of sample quantity and research areas.The conclusion of the study shows that, through factor analysis of research data to dig out the cigarette consumers three types of purchase motivation and analyzing the relationships between Demographic variables and Factors affecting consumer behaviors. According to the conclusion of research analyze, SEPTWOLVES cigarette consumers are divided into three types:smoke-show type, smoke-feeling type, smoke addictive type, and summarizes the behavior characteristics of the three kinds of market segmentation of cigarette consumers. Finally, according to the unique requirements and characteristics of the three types of marketing segments, making the "value demonstrations" of dividing marketing consumers, it provides the products analysis and integration strategy suggestions for SEPTWOLVES cigarette three production lines.