研究方法与样本分布
Method and samples distribution

本项目的调查信度
Reliability of survey

第一部分 深圳居民消费支出状况

Part four: research on expenditures for consumption of households in the main city zone of Shenzhen
一、居民消费支出水平与消费支出结构
Levels and structures of expenditure for consumption
二、食品消费支出水平与消费支出结构
Levels and structure of food expenditures
（一）食品消费支出总体水平
Levels of food expenditure
（二）分类食品消费水平分组
Consumptions of kinds of foods
（三）分类食品消费结构分组
Structure of kinds of foods
三、非食品类消费支出水平与消费支出结构
Structure of non-food expenditure and expenditure
（一）非食品类消费支出总体水平
Annual expenditure for non-food consumption
（二）非食品类消费支出水平分组
Grouped by non-food expenditures
（三）非食品类消费结构分组
Structure of non-food expenditure
四、服务类消费支出水平与消费支出结构
Level and structure of service expenditures
（一）服务类消费支出总体水平
The service consumption
（二）服务类消费支出水平分组
The service expenditure

第二部分 光顾各类购物场所的消费者群体特征

Part five: Characteristics of Market Segments Visiting Shopping Places
一、各类购物场所的消费者数量与频繁光顾者比例
Number of consumers in kinds of shopping places and proportion of usual consumer
二、各类购物场所的消费者群体特征
Characteristics of consumers in different shopping places

第三部分 大卖场的消费者群体特征

Characteristics of consumers in hypermarkets
一、大卖场消费者的居住区域
Living regions of consumers in hypermarket
二、大卖场消费者中的“本地人”与外来人口
Comparison of consumers in hypermarket between natives and immigrations
三、“本地人”与外来人口对第一大卖场的品牌选择
choice of the first hypermarket brand for native and immigration
四、大卖场消费者的职业阶层
Distribution of social classes in hypermarkets
五、大卖场消费者的家庭月收入
Household monthly income of consumers in hypermarkets
六、大卖场消费者的教育程度
Consumer education in hypermarkets
七、大卖场消费者的年龄结构和性别结构
Structure of consumer gender and age
八、大卖场消费者的家庭结构
Structure of consumer family
九、大卖场消费者的居住方式
Ways of living in hypermarkets

第四部分 深圳大卖场消费群体的购买行为习惯

Search of population buying habit in Shenzhen main cities
一、大卖场偏好者的卖场选择、光顾频次与单次购买金额
Choice, visiting frequency and single expenditure of usual consumers in hypermarkets
（一）大卖场偏好者经常光顾的卖场品牌和其他零售业态
Hypermarket brand and other shopping places visited by consumers preferring hypermarkets
（二）大卖场消费者的光顾频次
Consumption frequency of consumers preferring hypermarkets
（三）大卖场偏好者光顾其他各业态的情况
Situations of other shopping places visited by consumers preferring hypermarkets
（四）大卖场消费者的单次购买金额
Single expenditure of consumers preferring hypermarkets
（五）大卖场偏好者在其他各业态的单次购买金额
Single expenditure of consumers preferring hypermarkets in other shopping places
二、影响深圳主城区居民购买场所选择的因素分析
Considerations in choosing shopping places
（一）影响消费者选择购买场所的基本要素
Basic factors affected choice of shopping places
（二）消费者选择第一大卖场的原因
The reasons of choosing the first hypermarket
（三）消费者选择第二大卖场的原因
Reasons of choosing the secondary hypermarket
（四）消费者选择去不同品牌大卖场的原因
Reasons of choosing different hypermarkets
（五）消费者去第一大卖场的方式和所需时间
Time needed and ways to the first hypermarkets
三、深圳大卖场消费者的媒体接触习惯和媒体影响力分析
（一）深圳主城区居民媒体接触习惯分析和媒体影响力综合分析
Media loved by consumers and influence on consumers
（二）深圳大卖场消费者媒体接触习惯和媒体影响力分析
Media loved by consumers and influence on consumers in market fairs
（三）沃尔玛、家乐福等大卖场消费者的媒体接触习惯与媒体影响力分析
The analysis of media loved by consumers and influence on consumers in Carrefour and Wal*mart

第五部分 深圳大卖场的目标消费者分层（大卖场市场细分）

Fractionizing Hypermarket Market
第一消费群The first consumer group
第二消费群The second group
第三消费群The third group
第四消费群The fourth group
第五消费群The fifth group
第六消费群The sixth group
第七消费群The seventh group

结 论 Conclusion

图表目录

图表 1 样本的行政区域分布 Table 1 administrative divisions of samples
图表 2 样本的街道分布 Table 2 the distribution of samples in different Jiedao
图表 3 样本的年龄结构 Table 3 age compositions
图表 4外来人口的来源省份 Table 4 the original provinces
图表 5 受访者在深圳居住时间分布 Table 5 Distribution of Living Time
图表 6本地人与外来人口的居住时间对比 Table 6 Living Time Comparison of natives and immigrations
图表 7 已婚样本的婚龄细分 Table 7 distribution of the married
图表 8 样本家庭的人口数量细分 Table 8 Number of Family Members
图表 9 居住方式 Table 9 Living Situation
图表 10 样本的文化结构 Table 10 educational composition
图表 11 样本的行业结构 Table 11 structure of industry
图表 12 受访者职业分布 Table 12 occupational compositions
图表 13 居民个人收入水平分布 Table 13 Individual Monthly Income
图表 14 不同户籍的居民个人月收入水平比较Table 14 Comparison of Individual Monthly Income between natives and immigrations
图表 15 居民家庭月收入水平分布Table 15 Household Monthly Income
图表 16 不同年龄的月收入分布 Table 16 Monthly Income of Different Ages
图表 17 不同性别的月收入水平分布Table17 Monthly Income of Different Gender
图表 18 不同文化程度的月收入水平分布Table 18 Monthly Income of Different Education
图表 19 不同居住时间的月收入水平分布Table 19 Monthly Income of Different Living Time
图表 20 深圳主城区居民的阶层分布Table 20 Distribution of Social Class in Shenzhen
图表 21 消费者支出结构 Table 21 structure of expenditures for consumption
图表 22 各类购物场所的消费者总量与反复光顾者比例 Table 22number of consumers in kinds of shopping places and scale of usual consumer
图表 23 大卖场消费者的行政区分布情况分析Table 23 regional distribution of consumers in hypermarket
图表 24 大卖场消费者的街道分布情况表 Table24 distribution of consumers in Jiedao
图表 25 大卖场消费者来源地分布Table 25 scale of natives and immigrations in hypermarkets
图表 26本地人与外来人口对第一大卖场的品牌选择Table 26choice of the first hypermarket brand for natives and immigrations
图表 27 大卖场消费者的阶层结构分布表Table 27 the distribution of social classes
图表 28 特定大卖场消费者的家庭月收入结构分布表Table 28 structure of household monthly income in hypermarkets
图表 29 特定大卖场消费者的教育程度结构分布情况分析Table 29 consumer education in hypermarket
图表 30 大卖场消费者的年龄结构分布Table 30consumer age in hypermarkets
图表 31 大卖场消费者的性别结构分布情况分析Table 31 consumer age in hypermarkets
图表 32 大卖场消费者的婚姻结构分布情况分析Table 32 marital status in hypermarkets
图表 33 大卖场消费者的家庭人口结构分布情况分析Table 33 number of families in hypermarkets
图表 34 大卖场消费者的房屋居住分布情况表Table 34 distribution of consumer housing in hypermarkets
图表 35 大卖场消费者的在深圳居住时间的分布情况分析Table 35 living time in hypermarkets
图表 36 深圳主城区居民的业态偏好Table36 preference for shopping places
图表 37 深圳消费者购买不同消费品的业态偏好分布表Table 37 distribution of shopping places where consumers bought different goods
图表 38不同阶层的购物频率分布Table38consumption frequency of different social classes
图表 39 深圳市消费者每月光顾各种零售业态频次Table 39 monthly frequency of residents visiting shopping places
图表 40 各种业态消费者的光顾频次Table40 consumption frequency in different shopping places
图表 41 消费者光顾五种零售业态的单次购买金额分布情况Table 41 distribution of single expenditure in shopping places
图表 42 消费者在商场和大卖场购买生鲜食品的单次花费Table 42 single expenditure for fresh foods in hypermarkets and comprehensive shopping centers
图表 43 消费者在各大卖场商场的生鲜食品单次购买金额Table 43 single expenditure for fresh foods in different hypermarkets
图表 44 消费者在商场和大卖场购买包装食品的单次花费Table 44single expenditure for packaged foods in hypermarkets and comprehensive shopping centers
图表 45 消费者在重点大卖场购买包装食品单次花费Table 45 single expenditure for packaged foods in different hypermarket
图表 46 消费者在商场和大卖场购买日用百货的单次花费Table 46 single expenditure for daily commodities in comprehensive shopping centers and hypermarkets
图表 47 各大卖场的消费者的业态偏好Table 47 shopping places preference of consumers preferring hypermarkets
图表 48 各大卖场消费者的购物频次分布Table 48 consumption frequency of consumers preferring hypermarkets in different hypermarket
图表 49 偏好大卖场和集贸市场的消费者光顾其他业态的情况Table 49 situations of other shopping places visited by consumers preferring hypermarkets and market fairs
图表 50 各品牌大卖场偏好者光顾其他业态的情况Table 50 situations of other shopping places visited by consumers preferring different hypermarket
图表 51 大卖场消费者的单次消费Table 51 single expenditure of consumers preferring hypermarkets
图表 52 各大卖场的消费者在商场的单次花费分布情况Table52 single expenditure of consumers preferring hypermarkets in comprehensive shopping centers
图表 53 各大卖场的消费者在集贸市场的单次花费分布情况Table 53 single expenditure of consumers preferring hypermarkets in market fairs
图表 54 各大卖场的消费者在超市的单次花费分布情况Table 54 single expenditure of consumers preferring hypermarkets in general supermarkets
图表 55 各大卖场消费者在商场的生鲜食品单次购买金额Table 55 single expenditure for fresh foods for consumers preferring hypermarkets in comprehensive shopping centers
图表 56 各大卖场消费者在超市的生鲜食品单次购买金额Table 56 single expenditure for fresh foods for consumers preferring hypermarkets in general supermarkets
图表 57 各大卖场消费者在集贸市场的生鲜食品单次购买金额Table 57 single expenditure for fresh foods for consumers preferring hypermarkets in market fairs
图表 58 大卖场偏好者在商场的包装食品单次购买金额Table 58 single expenditure for packaged foods for consumers preferring hypermarkets in comprehensive shopping centers
图表 59 大卖场偏好者在超市的包装食品单次购买金额Table 59 single expenditure for packaged foods for consumers preferring hypermarkets in general supermarkets
图表 60 大卖场偏好者在集贸市场的包装食品单次购买金额Table 60 single expenditure for packaged foods for consumers preferring hypermarkets in market fairs
图表 61 大卖场偏好者在商场的日用百货单次购买金额Table 61 single expenditure for daily commodities for consumers preferring hypermarkets in comprehensive shopping centers
图表 62 大卖场偏好者在集贸市场的日用百货单次购买金额Table 62 single expenditure for daily commodities for consumers preferring hypermarkets in market fairs
图表 63 大卖场偏好者在超市的日用百货单次购买金额Table 63 single expenditure for daily commodities for consumers preferring hypermarkets in general supermarkets
图表 64 消费者光顾非大卖场的主要原因Table 64 main reasons of going shopping places except hypermarkets
图表 65 消费者光顾非大卖场的次要原因Table 65 the secondary reasons of going shopping places except hypermarkets
图表 66 消费者光顾第一大卖场的原因情况分布表 Table 66 reasons of choosing the first hypermarket
图表 67 消费者光顾第二大卖场的原因情况分布表Table 67 the reasons of choosing the secondary hypermarket
图表 68 消费者选择大卖场品牌的最主要原因分布 Table 68 distribution of most important reasons of choosing the brand of hypermarket
图表 69 消费者选择大卖场品牌的次要原因分布Table 69 distribution of secondary reasons of choosing the brand of hypermarket
图表 70 消费者光顾第一大卖场的方式情况分布表Table 70 Ways to the first hypermarket
图表 71 距离第一选择大卖场的最近地点Table 71 closest place to the first hypermarket
图表 72 消费者去大卖场所需时间Table 72 time needed to the first hypermarket
图表 73 消费者到第一大卖场最近的场所及所需时间分布表 Table 73 The cross-analysis of starting point and time needed to the first hypermarket
图表 74 消费者到第一大卖场常用方式及所需时间分布表Table 74 cross-analysis of ways and time needed to the first hypermarket
图表 75 消费者媒体接触情况分布表Table 75 media loved by consumers
图表 76 媒体对消费者的影响力分析Table 76 media influence on consumers