购物者消费行为研究报告

购物者研究报告摘要2002年12月我们要去哪？主要内容项目介绍Introduction研究目的Researchobjectives研究方法Methodology样本标准RespondentCriteria主要发现KeyFindings饼干品类定义和细分CategoryDefinitionandSegmentation饼干品类购买习惯和行为CategoryShoppingHabitsandBehavior对店内促销的态度理想货架陈列对新产品的态度简介Introduction研究目的ResearchObjectives通过这次研究，达能期望能够达成以下两方面目的：研究购物者在连锁型超市的购买行为与态度探询目前的饼干货架陈列在何种程度上符合了消费者在连锁超市一般购物行为的需要在更深程度上来说，此次研究主要为使以下品类管理手段更易实施与开展：通过清除低流转率的产品以改进目前的商品分类增加货架价值以最大化单次购买金额提高货架吸引力以增加冲动性购买机会找到一种合理的由消费者定义的饼干品类细分最小化断货带来的不良影响研究方法Methodology12组陪同购物，选定的消费者每月光顾联华在三次或以上6组小型（4人）焦点座谈，选定的消费者每月光顾联华在三次或以上600份店内拦截式定点访谈店内拦截访谈过程中进行现场录象观察样本标准:陪同购物样本标准:小型焦点座谈Group1:18-24间女性，饼干购买决策者，个人消费Group2:18-24间男性，饼干购买决策者，个人消费Group3:25-34女性，饼干购买决策者，为个人和家庭消费购买，一半有一个3—7岁间的孩子，孩子是主要的饼干使用者Group4:35-44女性，有一个7-13岁间的孩子，饼干购买决策者，为个人和家庭消费购买；Group5:35-44男性，饼干购买决策者，为个人和家庭消费购买；Group6:45-54男女混合组，饼干购买决策者，为个人和家庭消费购买。样本标准：店内访谈所有经过或有目的地停留在饼干货架前的购物者样本标准：店内录象观察所有经过或有目的停留在饼干货架前的购物者主要发现HighlightofKeyFindings

从品类管理的角度来说，可以把购物行为定义为是一个包含了三个阶段的过程：在家里，到店之前，在店内。Itistheprocessthatconstitutestheanalyticalframeworkofthemanagementsummary.

Pre-store品类定义品类细分品类角色商店选择购物行程购物行为(总体上l)购买行为(针对品类)In-store在货架前的行为Athome使用行为rShoppingbehavior决策流程/决策树购买模式购买动机储备行为品牌决策购买角色计划性和冲动性行走路线相对固定的选择流程I店内其他影响因素-DM-stockout-restocking促销陈列HighlightofKeyFindings

Pre-storeCategorydefinitionCategorysegmentationRoleofcategoryStoreselectionShoppingtripShoppingbehavior(ingeneral)Purchasebehavior(towardscategory)In-storeAtPOSbehaviorAthomeUsagebehaviorShoppingbehaviorDecisionprocess/treePurchasemodePurchasemotivationStock-upbehaviorBranddecisionPurchaserolePlannedvs.impulsiveWalkingrouteChoiceprocessatfixtureIn-storeinterfacewithshoppers-DM-stockout-restockingPromotionDisplay

Categorydefinition上海的消费者把饼干定义为“点心”的一个子品类。或者说定义为是一个介于主食和零食之间的一系列产品。对饼干的定义包括三个层次，核心的饼干、丰富后的饼干、扩张后的饼干，这个定义其实也反应了中国市场上饼干的演化过程。点心在概念上与通常的糕点接近，但与中国其他地区不同的是上海居民把点心定义为一个包括了象饺子、馄饨等仅被作为主食或零食的食品，这里的点心具有更为广的范畴。

HighlightofKeyFindings

--BiscuitCategoryDefinition

--

HighlightofKeyFindings

--BiscuitCategoryDefinition

--DianxinBiscuitsSNACKSMAINMEALBreadJiaoziWontonCakeChart1

HighlightofKeyFindings

--BiscuitCategoryDefinition

--CakeJiaoziWontonAugmentedBiscuitConceptCoreBiscuitConceptBreadRicecrackerSaqimaPieEggrollsTraditionalsweetbiscuitsTraditionalsavorybiscuitsDianxinEnrichedBiscuitConceptCookieWaferSandwichbiscuitsSodabiscuitsDigestivebiscuitsChart2

HighlightofKeyFindings

--BiscuitCategorySegmentation--消费者对饼干的细分和当前通常的制造商对饼干的细分基本上类似；消费者对饼干的定义主要基于以下原则：味觉:sweetvs.savory产品形状和外观:single-layervs.multi-layer(sandwich)潮流:traditionalbiscuitsvs.cookie功能性利益点:biscuitsclosertomainmealvs.biscuitsclosertosnack典型的由消费者定义的饼干子品类如下：咸饼干甜饼干威化曲奇SeeChart3onnextpageCategorydefinition

HighlightofKeyFindings

--BiscuitCategorySegmentation--BiscuitCookiesConventionalsweetbiscuitsSweetSandwichWaferSweetSodaSavoryOthersweetbiscuits,suchasmilk,chocolate...ConventionalsavorybiscuitsAugmented

BiscuitsSandwichChart3Base:Allrespondents/Source:interview+d2-1+d2-2

CategorySegmentation:JointMappingofNameandProducts

—ProductsFallingintoEnrichedBiscuitConcept

--

ChocolateChipsCookiesOreoChocolateSandwichBreakfastWheatCookieDanoneTUCYYSandwichDanoneTikiTartletNissinGlicoVegetableCrackersKSF3+2SodaSandwichDanonePrinceChocolateCookieNabiscoRitzBiscuitJiaShiLiOnionSodaDanoneTUCOriginalFamilyDanmarkKjeldense’sCookieDanoneHigh-CaSodaKSFSavoryBiscuitsHuamelFuGuiLancookieNestleChocolateWaferPacificSaltySodaBiscuitDanonemilkcrackerKeeblerCreamWaferBrightChocolateWaferGardenMorningTeaMilkBiscuitKeelberMilkArrowrootBiscuitKeeblerDigestiveBiscuitSweetMilkChocolateSavorySandwichCookieSodaWafer-1.000-0.5000.0000.5001.0001.5002.000-1.500-1.000-0.5000.0000.5001.0001.5002.000Dimension1(37.2%varianceexplained)Dimension2(27.9%varianceexplained)HighlightofKeyFindings

Pre-storeCategorydefinitionCategorysegmentationRoleofcategoryStoreselectionShoppingtripShoppingbehavior(ingeneral)Purchasebehavior(towardscategory)In-storeAtPOSbehaviorAthomeUsagebehaviorShoppingbehaviorDecisionprocess/treePurchasemodePurchasemotivationStock-upbehaviorBranddecisionPurchaserolePlannedvs.impulsiveWalkingrouteChoiceprocessatfixtureIn-storeinterfacewithshoppers-DM-stockout-restockingPromotionDisplay

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--

RoleofBiscuit通常，饼干作为一个多面性的产品，70%的人把它当作正餐之间的充饥食品，50%的人只把它当作休闲娱乐食品具有零食的特点；一些年轻人在偶然的情况下会倾向于把饼干作为主食的替代品。Base:Allrespondents/Source:interview+C5AppeasingmyhungerbetweenmealsEatingjustforpleasure作为早餐GiftReplacementofmeal(excludingbreakfast)EnjoyingwithfriendsEntertainingguests/friendsRoleofBiscuit

Total 15-24 25-34 35-44 45-54 55-75 (C) (D) (E) (F) (G) Base 611 153 124 113 140 82 % % % % % % Appeasingmyhungerbetweenmeals 70 56 69C 75C 77C 80C Eatingjustforpleasure 50 49 55G 62FG 44 36 Asbreakfast 49 47 45 48 54 52 Gift 11 5 11 11 19C 12 Replacementofmeal(excludingbreakfast) 9 15DG 6 8 10 5 Enjoyingwithfriends 9 27DEFG 7F 2 1 3 Entertainingguests/friends 5 6 6 5 4 4 Eatasdimsum 3 1 2 4 3 5 RoleofBiscuit

--ByAge--Base:Allrespondents/Source:interview+C5

Total Male Female Single Married

Base 611 114 497 189 422 % % % % %

Appeasingmyhungerbetweenmeals 70 60 73 57 76 Eatingjustforpleasure 50 44 51 49 50 Asbreakfast 49 39 51 46 51 Gift 11 7 12 7 13 Replacementofmeal(excludingbreakfast) 9 11 9 14 7 Enjoyingwithfriends 9 12 8 23 3 Entertainingguests/friends 5 6 5 7 4 Eatasdimsum 3 10 1 2 3 RoleofBiscuit

--ByGender/MartialStatus--Base:Allrespondents/Source:interview+C5HighlightofKeyFindings

Pre-storeCategorydefinitionCategorysegmentationRoleofcategoryStoreselectionShoppingtripDecisionprocess/treePurchasemodePurchasemotivationStock-upbehaviorBranddecisionPurchaserole

Shoppingbehavior(ingeneral)Purchasebehavior(towardscategory)In-storeAtPOSbehaviorAthomeUsagebehaviorShoppingbehaviorPlannedvs.impulsiveWalkingrouteChoiceprocessatfixtureIn-storeinterfacewithshoppers-DM-stockout-restockingPromotionDisplay

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--BiscuitsFlavorBrandPacksizePromotionPriceFlavorBrandPacksizePricePurchasedecisiontree两种典型的决策树:一些被访者首先考虑口味，然后是品牌，规格等这占大多数；另一种方式则是先考虑品牌，再考虑口味，规格等。DecisionTree(ii)Base:Allrespondents/Source:interview+c9-1/c9-2DecisionTreeDecisionTreeDecisionTreeRegularBrands(35%,213)TVAd.(24%,50)Flavor(42%,88)Flavor(54%,27)TVAd.(36%,32)PackSize(46%,40)Price(56%,49)Flavor(45%,276)RegularBrands(35%,107)PackSize(14%,39)TVAd.(48%,51)PackSize(53%,57)Price(68%,73)Price(23%,63)TVAd.(12%,33)RegularBrands(53%,33)PackSize(42%,26)

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--Purchasemode在消费饼干时，通常消费者都是在几种口味和品牌当中进行选择(包括对新口味的首次尝试和选择)–60%以上的购物者会在少数几个他们以前买过的饼干中选择。计划性和目的性的购买似乎比较常见

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--Purchasemotivation立即就消费/吃家庭储备其他购买诱因包括：有吸引力的促销Attractivepromotion注意到新产品Noticeofnewproducts被孩子纠缠Pesterpowerofkids

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--Stock-upbehavior储备行为在相当程度上是一个普遍的行为模式，尤其是在中年、老年的女性购物者中储备的原因：Forunexpectedneeds以防不时之需Assubstituteofmealswhichrequirecooking作为需要烹煮的食物的替代品Duetoreluctancetoshoppingfrequently不愿意总是来买Foreconomyorquantitydiscount因为在价格上或数量上的折扣Duetorushintime(busylife)由于平时太忙储备行为的潜在障碍包括：考虑到产品的保质期占地方想常变换口味经验主义者或是想尝试新的品牌、口味、规格、种类等觉得没有储备的需要，因为现在超市和便利店的迅猛发展，买东西已经很方便

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--Branddecision在联华去买饼干之前，大部分的购物者仅知道要买什么种类的或什么牌子的饼干。而最终决定要买什么口味/规格/品种则是在货架前进行的。Purchaserole作为一个低卷入度的产品，通常决策者就是购买者。而有孩子同去的购物者则会在孩子的纠缠下被孩子所影响。在决定口味、包装、甚至品牌时，孩子具有相当的影响力。HighlightofKeyFindings

Pre-storeCategorydefinitionCategorysegmentationRoleofcategoryStoreselectionShoppingtrip

Plannedvs.impulsiveWalkingrouteChoiceprocessatfixtureIn-storeinterfacewithshoppers-DM-stockout-restockingPromotionDisplay

Shoppingbehavior(ingeneral)Purchasebehavior(towardscategory)In-storeAtPOSbehavior(inLianhua)AthomeUsagebehaviorShoppingbehaviorDecisionprocess/treePurchasemodePurchasemotivationStock-upbehaviorBranddecisionPurchaserole

HighlightofKeyFindings

--ShoppingBehaviors:In-store--Plannedvs.impulsive大部分的购物者在联华购物都是有计划的：他们当中的大部分仅在脑子里有计划而很少会写在纸上；通常会计划到品类当被问到买饼干时，通常也都是有计划的。很典型地会计划到什么种类和品牌。但在一些情况下，他们的计划也会改变：断货itwasshortofsupply被促销吸引，包括被促销小姐介绍和降价、折扣注意到新产品noticeofnewproductPurchaseDisposition大部分的被访者在他们以前买过的少数几种饼干中选择；48%的被访者，尤其是15-24岁的会由于好奇而购买新产品。大约1/3的被访者，尤其是年纪较大的和女性，会特别注意促销。他们的购买很大程度上被促销驱动。Base:Allrespondents/Source:interview+C4IalwaysbuythesamebiscuitsChoosebetweenafewkindsofbiscuitswhichhavingtriedbeforeChoosewhateverbiscuitstakemyfancyevenifnottriedbutrecognizingthenameChoosewhateverbiscuitstakemyfancyevenifnottriedornotrecognizingthename基于我常买的品牌是否有促销BasedonifanyofmypreferredbrandbeingonpromotionIcheckthepromotionsonallbrandsIlookforthecheapestbiscuitsAccordingtomychild(ren)choosesAccordingtootherfamilymemberschoosesAccordingtomyfriendchoosesPurchaseDispositionPurchaseDisposition

--ByGender--

Total Male Female

Base 611 114 497

% % %

Ialwaysbuythesamebiscuits 62 57 63 Choosebetweenafewkindsofbiscuitswhichhavingtriedbefore 48 47 48 Choosewhateverbiscuitstakemyfancyevenifnottriedbutrecognizingthename 39 34 40 Choosewhateverbiscuitstakemyfancyevenifnottriedornotrecognizingthename 32 25 33 基于我常买的品牌是否有促销 31 17 34 Basedonifanyofmypreferredbrandbeingonpromotion 18 12 20 Icheckthepromotionsonallbrands 16 12 17 Ilookforthecheapestbiscuits 9 11 9 Accordingtomychild(ren)chooses 6 4 7 Accordingtootherfamilymemberschooses 6 9 5 Accordingtomyfriendchooses

5 5 5

Base:Allrespondents/Source:interview+C4

Total 15-24 25-34 35-44 45-54 55-75 (C) (D) (E) (F) (G)Base 611 153 124 113 140 82 % % % % % % Ialwaysbuythesamebiscuits 62 57 65 62 63 64 Choosebetweenafewkindsofbiscuitswhichhavingtriedbefore 48 54F 50 50 40 41 Choosewhateverbiscuitstakemyfancyevenifnottriedbutrecognizingthename 39 36 39 35 43 40 Choosewhateverbiscuitstakemyfancyevenifnottriedornotrecognizingthename 32 34 25 30 35 33 Basedonifanyofmyregularbrandbeingonpromotion 31 - 29C 64CDFG 43CDG 26CBasedonifanyofmypreferredbrandbeingonpromotion 18 14 16 21 22 19 Icheckthepromotionsonallbrands 16 15 16 15 16 19 Ilookforthecheapestbiscuits 9 18 9 3 6 8 Accordingtomychild(ren)chooses 6 8 3 5 9 7 Accordingtootherfamilymemberschooses 6 5 3 2 6 13DEAccordingtomyfriendchooses

5 2 4 5 8C 9C PurchaseDisposition

--ByAge--Base:Allrespondents/Source:interview+C4ConsiderationsinBiscuitPurchase口味和品牌是被访者购买饼干时最首要考虑的因素，而口味比品牌更重要。价格和包装规格是另两个重要的因素。不同类型的被访者考虑的方式不同：Differenttypesofrespondentsthinkindifferentways:15-24岁的被访者主要关心口味respondentsaged15-24mainlyconcernforflavor年纪较大的被访者更注意品牌和价格Base:Allrespondents/Source:interview+c10 Topmost Top3 Mean

Base 611 611 611 % % Brand 26 94 3.0 Packagingtype * 84 5.3 Packsize 2 94 4.3 Price 7 89 3.9 Positionontheshelf * 43 7.7 Flavor 63 99 1.8 Advertising 1 69 6.3 Promotion * 66 6.6 Introductionbysalesmen * 35 7.7 In-storedisplays/information * 26 8.4 Rankingscaleused:7-scaling,Thesmallerthemean,themoreimportanttheattributeisConsiderationsinBiscuitPurchase

Total 15-24 25-34 35-44 45-54 55-75 (C) (D) (E) (F) (G)Base 611 153 124 113 140 82 % % % % % %Topmost

Brand 26 16 29C 39CF 24 26 Flavor 63 73E 64 51 61 62Top2Price 35 30 28 28 46CDE 45CDEPacksize 15 9 22CG 18 14 10 Top3Packagingtype 16 22EFG 22EG 10 12 10

ConsiderationsinBiscuitPurchase

--ByAge--Base:Allrespondents/Source:interview+c10FrequencyofBiscuitsPurchase通常来看，被访者平均每月购买饼干4.6次，而年轻人则相对比中年和老年的购物者买的次数要多。而在这其中，有3.3次是在联华发生的，这暗示着联华是销售饼干的主要渠道。Base:Allrespondents/Source:interview+C1-1/C1-2

General

InLianhua frequency supermarketBase 611 611

% % Morethanonceaday(32) - - Onceaday(25) 1 * Every2-3days(12) 17 9 Every4-6days(6) 8 6 Aboutonceaweek(4) 37 26 Every2-3weeks(1.5) 23 28 Aboutonceamonth(1) 11 19 Every2months(0.5) 3 7 Every3months(0.33) 1 3 Every4-5months(0.22) - 1 Every6months(0.17) * 1 Mean(times/month) 4.6 3.3 FrequencyofBiscuitsPurchaseBase:Allrespondents/Source:Interview+C1-2

Total Male Female 15-24 25-34 35-44 45-54 55-75 (A) (B) (C) (D) (E) (F) (G) Base 611 114 497 153 124 113 140 82

% % % % % % % % Onceaday(25) * * * - 1 1 - 1 Every2-3days(12) 9 14 8 13 7 13 3 10 Every4-6days(6) 6 7 5 9 10 1 4 2 Aboutonceaweek(4) 26 24 26 30 24 32 18 24 Every2-3weeks(1.5) 28 31 27 25 22 33 32 31 Aboutonceamonth(1) 19 11 20 17 21 12 25 18 Every2months(0.5) 7 5 8 5 8 7 10 9 Every3months(0.33) 3 2 3 1 3 - 5 5 Every4-5months(0.22) 1 1 * - 1 - 2 - Every6months(0.17) 1 3 1 - 4 1 1 - Mean 3.3 3.8 3.2 3.9F 3.2F 3.8F 2.2 3.4FrequencyofBiscuitsPurchaseinLianHua

--ByGender&Age--AgeGenderHighlightofKeyFindings

--ShoppingBehaviors:In-store--相对固定的选择流程在饼干货架前浏览大约1分钟，(如果是买饼干，在饼干区域平均花费的时间大约是80秒。)查看/比较不超过5个产品/品种.比较价格大约60%的被访者喜欢查看联华的标价，即使他们知道要买的饼干会花多少钱。暗示:在品类管理中，如何有效利用货架从而吸引和促使购物者在60秒内更快的作出购买决定是非常重要的。HighlightofKeyFindings

--ShoppingBehaviors:In-store--店内沟通方式

In-storePromotion在商店入口处的促销材料成为告知购物者有哪些销售产品的另一个重要信息来源。通常购物者都会注意这样的信息。这样的促销材料同时也在扮演着诱使冲动性购买的角色。Base:Thosewhohaveknownpromotioninformationbeforeshopping/Source:interview+B2-1/B2-2AwarenessofVariousPromotionalMeans:LianhuaNodifferenceexistsbetweenage/gender/martialstatus/havingchildornot.Base:AllrespondentsSource:B2-1Total(n=611)WheredidyoulearnaboutthePromotionsBase 139 % Posterinthewindow 57 Specialpromotionshelf/secondarysitinginstore 40 Promotionlabelinshelf(suchaspromotiontags) 40 Someonetoldme 28 Catalogue/brochurereceivedathome(DM) 28 Otherpromotionposters/scrollsoutsidethestore 24 Promotionlabelinpack 18 Sales/promotionalpersons'introduction 16 Catalogue/brochureatentrance 12 TV/Radio/Newspaperad 3KnownanypromotionsMainreasonOneofthereasonsDon’tknowanypromotionsKnown,butnotareason

HighlightofKeyFindings

--Promotion--Perceivedattractivepromotiontools被购物者所认知的促销方式主要包括：免费尝试/试用/试吃（主要在大卖场中） 免费样品幸运抽奖促销小姐 10%-50%的加量不加价折扣/降价捆绑（里面有免费礼品）

大量购买可得到额外的赠送 购买指定产品赠送礼品收集外包装可累计中奖会员制/VIPcard

HighlightofKeyFindings

--Promotion--Perceivedattractivepromotiontools而被认为最具吸引力的促销活动包括：买一赠一捆绑促销10-50%的加量不加价折扣/降价除此之外，免费试吃被证明非常具有吸引力，尤其是对饼干而言它的影响超出了通过包装和POP等类似的外在信息，可以给消费者一个更为贴近的对产品的体验和感受它被认为是一种用来介绍新产品的有效沟通方式Base:Thosewhohaveknownpromotioninformationbeforeshopping/Source:interview+B2-3/B2-4/B2-5

Known Attractive Attractiveness 1st 2nd 3rd Weighted Promotions Promotions Ratio attractive attractiveIndex

Base 139 139 139 139 139

% % % % % Pricereduction/Discount 83 79 95 44 27 8 100 Getoneextrapackfree 79 71 90 36 22 11 84 Sweepstakepromotion(luckydraw) 52 28 54 6 12 8 26Coupon 37 31 84 3 12 14 24Freeitem/gift 24 17 71 2 8 5 14Shopassistants’introduction/recommendation 7 3 43 - 2 1 3Freesample/product 5 5 100 * 1 2 2 AwarenessandAttractivenessofVariousPromotionMeans:Lianhua在不同的年龄/性别/婚姻状况/是否有孩子或其他的人群中，对促销的知晓和促销的吸引力都没有区别。AwarenessandAttractivenessofBiscuitPromotionsBase:Allrespondents/Source:interview+C20-1/C20-2 Effective 1st 2nd 3rd Weighted Promotions Promotion Promotion Promotion Index

Base 611 611 611 611 611

% % % % Pricereduction/Discount 74 28 23 13 100 Getoneextrapackfree-samekindofbiscuit 64 23 22 12 87 Freetasting/tastingbeforebuying 63 24 13 12 77 Getoneextrapackfree-otherkindsofbiscuit 47 10 15 11 50 Coupon 30 2 7 10 21 Getoneextrapackfree-non-biscuitproduct 29 2 6 7 17 Freesample/product 26 4 4 9 20 Sweepstakepromotion(luckydraw) 18 3 2 5 13 Shopassistantsintroduction/recommendation 16 2 2 4 10RankingImpactonbehaviourAttractivenessofBiscuitPromotions

--ByGender/Age--

total Male Female 15-24 25-34 35-44 45-54 55-75 (A) (B) (C) (D) (E) (F) (G)Base 611 114* 497 153 124* 113* 140 82* % % % % % % % % Pricereduction/Discount 74 67 75 74 76 67 81EG 66 得到额外的产品赠送

-同样的饼干 64 52 66A 54 68C 68C 67C 64 Getoneextrapackfree-otherkindsofbiscuit 47 41 48 44 48 52 45 43 Getoneextrapackfree-non-biscuitproduct 29 30 28 30 27 29 29 26 Freetasting/tastingbeforebuying 63 63 63 64 61 62 66 61 Sweepstakepromotion(luckydraw) 18 15 18 15 19 21 20 10 Coupon 30 27 30 31 25 29 32 31 Shopassistantsintroduction/recommendation 16 15 16 14 14 15 17 22 Freesample/product 26 24 27 30 28 19 32EG 18GenderAgeBase:Allrespondents/Source:interview+C8AttractivenessofBiscuitPromotions

--ByMonthlyIncome(RMB)--

Total 500- 500-499 1500+ 2000- 2000-3499 3500+ (A) (B) (C) (E) (F) (G) Base 611 151 279 177 116 288 205 % % % % % % % Pricereduction/Discount 74 80C 78C 62 84FG 73 69 Getoneextrapackfree-samekindofbiscuit 64 61 70C 56 67 65 61 Getoneextrapackfree-otherkindsofbiscuit 47 44 47 47 39 50 45 得到额外的产品-非饼干产品 29 28 29 28 19 30E 32E Freetasting/tastingbeforebuying 63 64 62 64 60 66 60 Sweepstakepromotion(luckydraw) 18 22 17 14 22 14 19 优惠券 30 32 27 32 38F 26 30 Shopassistantsintroduction/recommendation 16 13 14 21 16 12 21 Freesample/product 26 25 22 35B 21 25 31 PersonalMonthlyIncomeHouseholdMonthlyIncomeBase:Allrespondents/Source:interview+C8理想饼干货架需要的要素理想饼干货架需要的要素主要如下:靠近摆放蛋卷、萨其马、派和米饼的零食区域销售最好的品牌摆放在主要货架的最右边或最左边，这主要看店内的情况。大规格的包装放在货架最上层，以作为饼干货架的辅助标志/指示小规格包装的饼干应该放在视线以内，同时应该把印有品牌标志的一面向外以使购物者可以看到同一品牌的不同种类应该水平陈列，同时在不同种类/口味间应该有明显的界限同一种类/口味的不同包装规格应该垂直陈列，把最大规格的纸盒装（如家庭装）放在货架最上层，把中等规格的放在中间。把小规格的放在低一点的货架上。较大的塑料袋装的最好放在货架最底层。给儿童的商品放在货架的第三、四层（自下而上）

HighlightofKeyFindings

--DisplayofBiscuitCategory--Brand2Variant1-MVariant2-MVariant3-MBrand3Variant1-MVariant2-MVariant3-MBrand1Variant1-MVariant2-MVariant3-MBrand2Variant1-SVariant2-SVariant3-SBrand3Variant1-SVariant2-SVariant3-SBrand1Variant1-SVariant2-SVariant3-SBrand2Variant1-MVariant2-MVariant3-MBrand3Variant1-MVariant2-MVariant3-MBrand1Variant1-MVariant2-MVariant3-MUpperLevelMiddleLevelsLowerLevelBrand2Variant1-FVariant2-FVariant3-FBrand3Variant1-F/Variant2-FVariant3-FBrand1Variant1-FVariant2-FVariant3-FShelfTopBrand2Variant1-LVariant2-LVariant3-LBrand3Variant1-LVariant2-LVariant3-LBrand1Variant1-LVariant2-LVariant3-LShelfBottomPerceivedidealdisplay-PlanogramF=FamilyPackorExtraLargePack(box)L=LargePackM=MediumPackS=SmallPackSampleDisplayWorkedOutbyShoppersBoxorcannedatthislevelSoftorplasticpacksatthislevelBase:Allrespondents/Source:interview+c12-1/c12-2Displayof

biscuitby…..Brandor

Manufacturer(52%)Flavor(44%)Flavor(20%)Type(22%)Type(23%)P-size(20%)Type(43%)P-size(35%)Flavor(39%)P-size(23%)Type(30%)Flavor(48%)Brandor

Manufacturer(39%)Brandor

Manufacturer(62%)Flavor(50%)Type(40%)Brandor

Manufacturer(42%)Type(41%)P-size(43%)Brandor

Manufacturer(78%)IdealDisplay:theLogic(i)

HighlightofKeyFindings

--AttitudetoNewProducts--近50%的购物者欢迎新产品。他们会在一些吸引他们的饼干中选择，即使以前没有尝试过。购物者对新产品的反应通常不会影响他们对目前已存在产品的购买，因为他们在买了常规产品之后通常会同时买一些小包装的新产品。大众媒介（比如广告）是获得新产品信息的最重要的途径，然而象POP等促销方式，比如橱窗海报、促销标签也是第二条重要的信息来源。被购物者认知的对新产品的理想陈列有多样的方式在常规的饼干货架上，附有明显的、引人注意的标志比如海报、吊旗、大的标签等在由制造商提供的特殊货架上堆桩，在收银台附近在常规的饼干货架两端/端头AttitudetoNewProduct(ii)Base:Allrespondents/Source:interview+e1Nodifferentexistsbetweenage,gender,martialstatusandotherdemographicinformation.SourcesofInformationOnNewProduct(ii)Base:Allrespondents/Source:interview+e3-1/e3-2Informationchannels Often 1st 2nd 3rd WeightedIndexBase 611 611 611 611 % % % % TV/Radio/Newspaperad 77 47 13 10 100Posterinthewindow 38 7 11 12 31货架上的促销标签 37 8 11 11 32Friends'introduction 35 4 13 8 26Someonetoldme 32 5 9 7 23Promotionlabelinpack 29 4 7 8 19Specialpromotionshelf/Secondarysiting 28 5 7 10 22Sales/promotionalpersons'introduction 27 4 7 7 19Catalogue/brochureatentrance 21 5 4 4 15Freetrial 21 4 5 5 15Otherpromotionposters/scrolls

outsidethestore 15 1 6 2 10Catalogue/brochurereceived

athome(DM) 14 4 3 3 12RegularchannelsAttractivechannelsDisplayofNewProduct(ii)

--RatingonEaseofLocatingNewProducts--Base:Allrespondents/Source:interview+e255-75yearsold&marriedfeelitsomewhatdifficulttolocatenewproductN=611Mean=3.8那些单身的没有孩子的，对当前的饼干货架比较满意，饼干的经常购买者觉得比较容易找到新产品。PromotionforNewProducts(i)被认为最具吸引力的新产品促销方式包括：Freetasting免费试吃Discount/pricereduction折扣/降价Buyoneandgetanextraonefree买一赠一值得注意的是，免费试吃被证明有很强的吸引力ItbreakstheconfineofcommunicationviapackandPOPmaterialsandfacilitatesrealandup-closeappreciationandexperienceoftheproductItisperceivedaneffectivecommunicationtoolforintroducingnewproductsPromotionforNewProduct(ii)Base:Allrespondents/Source:interview+e5-1/e5-2Promotionsonnewproduct Impactontrial 1st 2nd 3rd Weightedindex

Base 611 611 611 611

% % % % Freetasting/tastingbeforebuying 73 34 16 12 100Pricereduction/Discount 63 22 19 13 80Getoneextrapackfree

--samekindofbiscuit 55 18 18 12 70--otherkindsofbiscuit 43 8 13 9 40--non-biscuitproduct 26 1 6 5 14Freesample/product 36 7 10 10 35Coupon 23 2 5 6 15Shopassistantsintroduction

/recommendation 21 4 3 5 16Sweepstakepromotion(luckydraw) 15 2 2 5 10 ImportanceRankingAwarenessThanksforyourattention!这就是我们明天要去的地方！網路行銷推廣策略Loremipsumdolorsitamet,consecteturadipisicingelit.大綱01030204推廣組合推廣目標的設定整合性網路行銷溝通推廣金字塔0506網際網路廣告工具網際網路促銷工具推廣組合最常見的促銷活動：02LOREMIPSUMLOREMIPSUM廣告是一種付費的溝通方式，其是由可認明的廣告業主，透過大眾媒體來說服或影響消費者兩項優點：它是在輕鬆的氣氛下，將產品資訊傳遞給消費者。它不會對消費者形成心須立刻作決定的壓力傳統的廣告具有兩項限制無法達到個人化調整或修改時較缺乏彈性網路行銷最常被提到的促銷方式而網路廣告市的利潤，也是網站經營者的財務計畫中，被認為是成本回收的主要來源公共關係公共關係(PublicRelations)簡稱公關利用資訊去影響民意公眾報導(Publicity)報紙及電視上的新聞報導不用支付費用的一種方式組織並無法擁有充足的主控權具有較高的公信力若組織平時用心於公共關係的建立，與媒體廣結善緣，則可掌握較多的正面公眾報導。人員推銷最傳統的促銷方式人與人面對面接觸時，容易獲得較高的信賴感對於產品本身較複雜、需要詳細介紹及示範者，特別適合人員推銷的方式限制：(1)單位成本較高(2)同時可接觸的總數量有限虛擬人員具互動性的網站人機介面，銷售促進除了人員推銷、廣告、公眾報導以外，其他可以促進產品銷售的行銷活動諸如陳列、展售會、展覽會等等，都可泛稱銷售促進像是贈品、折價券、虛擬商展、競賽、抽獎、打折等等，都是銷售促進的有效方式網路上常見的例子，有麥當勞、肯德基、好樂迪、達美樂等公司所提供可直接從網路列印的折價券、以及PChome所提供可以在網路上使用的e-coupon等等還有一些網路社群所提供的虛擬貨弊或累積點數，除了可增加網友忠誠度，其實也具有銷售促進的功能。来自

中国最大的资料库下载銷售點促銷工具是廣告的延伸零售店面所張貼的促銷海報相當高比例的消費者，是屬於未經規劃而臨時決定購買者在最終銷售點，再以陳列、海報等等產品資訊來提醒或刺激消費者的購物慾在網站上一樣可以有類似的銷售點促銷工具直銷具有高度互動性、可發生在任何地點、便利、效率網路上特別適合直銷：(1)網路媒體具備雙向溝通的互動性。(2)網路上本來就不受到地理限制。(3)網路本來也具便利與效率的優勢。(4)很多網站是由製造商直接規劃經營的。(5)在網路世界裏，中間商有減少的趨勢。

人員銷售

電話行銷