购物者消费行为研究报告

购物者研究汇报摘要年12月我们要去哪？购物者消费行为研究报告第1页主要内容项目介绍Introduction研究目标Researchobjectives研究方法Methodology样本标准RespondentCriteria主要发觉KeyFindings饼干品类定义和细分CategoryDefinitionandSegmentation饼干品类购置习惯和行为CategoryShoppingHabitsandBehavior对店内促销态度理想货架陈列对新产品态度购物者消费行为研究报告第2页介绍Introduction购物者消费行为研究报告第3页研究目ResearchObjectives经过这次研究，达能期望能够达成以下两方面目标：研究购物者在连锁型超市购置行为与态度探询当前饼干货架陈列在何种程度上符合了消费者在连锁超市普通购物行为需要在更深程度上来说，此次研究主要为使以下品类管理伎俩更易实施与开展：经过去除低流转率产品以改进当前商品分类增加货架价值以最大化单次购置金额提升货架吸引力以增加冲动性购置机会找到一个合理由消费者定义饼干品类细分最小化断货带来不良影响购物者消费行为研究报告第4页研究方法Methodology12组陪同购物，选定消费者每个月光临联华在三次或以上6组小型（4人）焦点座谈，选定消费者每个月光临联华在三次或以上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购物者消费行为研究报告第5页样本标准:陪同购物购物者消费行为研究报告第6页样本标准:小型焦点座谈Group1:18-24间女性，饼干购置决议者，个人消费Group2:18-24间男性，饼干购置决议者，个人消费Group3:25-34女性，饼干购置决议者，为个人和家庭消费购置，二分之一有一个3—7岁间孩子，孩子是主要饼干使用者Group4:35-44女性，有一个7-13岁间孩子，饼干购置决议者，为个人和家庭消费购置；Group5:35-44男性，饼干购置决议者，为个人和家庭消费购置；Group6:45-54男女混合组，饼干购置决议者，为个人和家庭消费购置。购物者消费行为研究报告第7页样本标准：店内访谈全部经过或有目标地停留在饼干货架前购物者购物者消费行为研究报告第8页样本标准：店内录象观察全部经过或有目标停留在饼干货架前购物者购物者消费行为研究报告第9页主要发觉购物者消费行为研究报告第10页HighlightofKeyFindings

从品类管理角度来说，能够把购物行为定义为是一个包含了三个阶段过程：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)购置行为(针对品类)In-store在货架前行为Athome使用行为rShoppingbehavior决议流程/决议树购置模式购置动机贮备行为品牌决议购置角色计划性和冲动性行走路线相对固定选择流程I店内其它影响原因-DM-stockout-restocking促销陈列购物者消费行为研究报告第11页HighlightofKeyFindings

Pre-storeCategorydefinitionCategorysegmentationRoleofcategoryStoreselectionShoppingtripShoppingbehavior(ingeneral)Purchasebehavior(towardscategory)In-storeAtPOSbehaviorAthomeUsagebehaviorShoppingbehaviorDecisionprocess/treePurchasemodePurchasemotivationStock-upbehaviorBranddecisionPurchaserolePlannedvs.impulsiveWalkingrouteChoiceprocessatfixtureIn-storeinterfacewithshoppers-DM-stockout-restockingPromotionDisplay购物者消费行为研究报告第12页

Categorydefinition上海消费者把饼干定义为“点心”一个子品类。或者说定义为是一个介于主食和零食之间一系列产品。对饼干定义包含三个层次，关键饼干、丰富后饼干、扩张后饼干，这个定义其实也反应了中国市场上饼干演化过程。点心在概念上与通常糕点靠近，但与中国其它地域不一样是上海居民把点心定义为一个包含了象饺子、馄饨等仅被作为主食或零食食品，这里点心具有更为广范围。

HighlightofKeyFindings

--BiscuitCategoryDefinition

--购物者消费行为研究报告第13页

HighlightofKeyFindings

--BiscuitCategoryDefinition

--DianxinBiscuitsSNACKSMAINMEALBreadJiaoziWontonCakeChart1购物者消费行为研究报告第14页

HighlightofKeyFindings

--BiscuitCategoryDefinition

--CakeJiaoziWontonAugmentedBiscuitConceptCoreBiscuitConceptBreadRicecrackerSaqimaPieEggrollsTraditionalsweetbiscuitsTraditionalsavorybiscuitsDianxinEnrichedBiscuitConceptCookieWaferSandwichbiscuitsSodabiscuitsDigestivebiscuitsChart2购物者消费行为研究报告第15页

HighlightofKeyFindings

--BiscuitCategorySegmentation--消费者对饼干细分和当前通常制造商对饼干细分基本上类似；消费者对饼干定义主要基于以下标准：味觉:sweetvs.savory产品形状和外观:single-layervs.multi-layer(sandwich)时尚:traditionalbiscuitsvs.cookie功效性利益点:biscuitsclosertomainmealvs.biscuitsclosertosnack经典由消费者定义饼干子品类以下：咸饼干甜饼干威化曲奇SeeChart3onnextpageCategorydefinition购物者消费行为研究报告第16页

HighlightofKeyFindings

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

BiscuitsSandwichChart3购物者消费行为研究报告第17页Base: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)购物者消费行为研究报告第18页HighlightofKeyFindings

Pre-storeCategorydefinitionCategorysegmentationRoleofcategoryStoreselectionShoppingtripShoppingbehavior(ingeneral)Purchasebehavior(towardscategory)In-storeAtPOSbehaviorAthomeUsagebehaviorShoppingbehaviorDecisionprocess/treePurchasemodePurchasemotivationStock-upbehaviorBranddecisionPurchaserolePlannedvs.impulsiveWalkingrouteChoiceprocessatfixtureIn-storeinterfacewithshoppers-DM-stockout-restockingPromotionDisplay购物者消费行为研究报告第19页

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--

RoleofBiscuit通常，饼干作为一个多面性产品，70%人把它看成正餐之间充饥食品，50%人只把它看成休闲娱乐食品含有零食特点；一些年轻人在偶然情况下会倾向于把饼干作为主食替换品。购物者消费行为研究报告第20页Base:Allrespondents/Source:interview+C5AppeasingmyhungerbetweenmealsEatingjustforpleasure作为早餐GiftReplacementofmeal(excludingbreakfast)EnjoyingwithfriendsEntertainingguests/friendsRoleofBiscuit购物者消费行为研究报告第21页

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购物者消费行为研究报告第22页

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+C5购物者消费行为研究报告第23页HighlightofKeyFindings

Pre-storeCategorydefinitionCategorysegmentationRoleofcategoryStoreselectionShoppingtripDecisionprocess/treePurchasemodePurchasemotivationStock-upbehaviorBranddecisionPurchaserole

Shoppingbehavior(ingeneral)Purchasebehavior(towardscategory)In-storeAtPOSbehaviorAthomeUsagebehaviorShoppingbehaviorPlannedvs.impulsiveWalkingrouteChoiceprocessatfixtureIn-storeinterfacewithshoppers-DM-stockout-restockingPromotionDisplay购物者消费行为研究报告第24页

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--BiscuitsFlavorBrandPacksizePromotionPriceFlavorBrandPacksizePricePurchasedecisiontree两种经典决议树:一些被访者首先考虑口味，然后是品牌，规格等这占大多数；另一个方式则是先考虑品牌，再考虑口味，规格等。购物者消费行为研究报告第25页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)购物者消费行为研究报告第26页

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--Purchasemode在消费饼干时，通常消费者都是在几个口味和品牌当中进行选择(包含对新口味首次尝试和选择)–60%以上购物者会在少数几个他们以前买过饼干中选择。计划性和目标性购置似乎比较常见购物者消费行为研究报告第27页

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--Purchasemotivation马上就消费/吃家庭贮备其它购置诱因包含：有吸引力促销Attractivepromotion注意到新产品Noticeofnewproducts被孩子纠缠Pesterpowerofkids购物者消费行为研究报告第28页

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--Stock-upbehavior贮备行为在相当程度上是一个普遍行为模式，尤其是在中年、老年女性购物者中贮备原因：Forunexpectedneeds以防不时之需Assubstituteofmealswhichrequirecooking作为需要烹煮食物替换品Duetoreluctancetoshoppingfrequently不愿意总是来买Foreconomyorquantitydiscount因为在价格上或数量上折扣Duetorushintime(busylife)因为平时太忙贮备行为潜在障碍包含：考虑到产品保质期占地方想常变换口味经验主义者或是想尝试新品牌、口味、规格、种类等以为没有贮备需要，因为现在超市和便利店迅猛发展，买东西已经很方便购物者消费行为研究报告第29页

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--Branddecision在联华去买饼干之前，大部分购物者仅知道要买什么种类或什么牌子饼干。而最终决定要买什么口味/规格/品种则是在货架前进行。Purchaserole作为一个低卷入度产品，通常决议者就是购置者。而有孩子同去购物者则会在孩子纠缠下被孩子所影响。在决定口味、包装、甚至品牌时，孩子含有相当影响力。购物者消费行为研究报告第30页HighlightofKeyFindings

Pre-storeCategorydefinitionCategorysegmentationRoleofcategoryStoreselectionShoppingtrip

Plannedvs.impulsiveWalkingrouteChoiceprocessatfixtureIn-storeinterfacewithshoppers-DM-stockout-restockingPromotionDisplay

Shoppingbehavior(ingeneral)Purchasebehavior(towardscategory)In-storeAtPOSbehavior(inLianhua)AthomeUsagebehaviorShoppingbehaviorDecisionprocess/treePurchasemodePurchasemotivationStock-upbehaviorBranddecisionPurchaserole购物者消费行为研究报告第31页

HighlightofKeyFindings

--ShoppingBehaviors:In-store--Plannedvs.impulsive大部分购物者在联华购物都是有计划：他们当中大部分仅在脑子里有计划而极少会写在纸上；通常会计划到品类当被问到买饼干时，通常也都是有计划。很经典地会计划到什么种类和品牌。但在一些情况下，他们计划也会改变：断货itwasshortofsupply被促销吸引，包含被促销小姐介绍和降价、折扣注意到新产品noticeofnewproduct购物者消费行为研究报告第32页PurchaseDisposition大部分被访者在他们以前买过少数几个饼干中选择；48%被访者，尤其是15-24岁会因为好奇而购置新产品。大约1/3被访者，尤其是年纪较大和女性，会尤其注意促销。他们购置很大程度上被促销驱动。购物者消费行为研究报告第33页Base:Allrespondents/Source:interview+C4IalwaysbuythesamebiscuitsChoosebetweenafewkindsofbiscuitswhichhavingtriedbeforeChoosewhateverbiscuitstakemyfancyevenifnottriedbutrecognizingthenameChoosewhateverbiscuitstakemyfancyevenifnottriedornotrecognizingthename基于我常买品牌是否有促销BasedonifanyofmypreferredbrandbeingonpromotionIcheckthepromotionsonallbrandsIlookforthecheapestbiscuitsAccordingtomychild(ren)choosesAccordingtootherfamilymemberschoosesAccordingtomyfriendchoosesPurchaseDisposition购物者消费行为研究报告第34页PurchaseDisposition

--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购物者消费行为研究报告第35页

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+C4购物者消费行为研究报告第36页ConsiderationsinBiscuitPurchase口味和品牌是被访者购置饼干时最首要考虑原因，而口味比品牌更主要。价格和包装规格是另两个主要原因。不一样类型被访者考虑方式不一样：Differenttypesofrespondentsthinkindifferentways:15-24岁被访者主要关心口味respondentsaged15-24mainlyconcernforflavor年纪较大被访者更注意品牌和价格购物者消费行为研究报告第37页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购物者消费行为研究报告第38页

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+c10购物者消费行为研究报告第39页FrequencyofBiscuitsPurchase通常来看，被访者平均每个月购置饼干4.6次，而年轻人则相对比中年和老年购物者买次数要多。而在这其中，有3.3次是在联华发生，这暗示着联华是销售饼干主要渠道。购物者消费行为研究报告第40页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 FrequencyofBiscuitsPurchase购物者消费行为研究报告第41页Base: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--AgeGender购物者消费行为研究报告第42页HighlightofKeyFindings

--ShoppingBehaviors:In-store--相对固定选择流程在饼干货架前浏览大约1分钟，(假如是买饼干，在饼干区域平均花费时间大约是80秒。)查看/比较不超出5个产品/品种.比较价格大约60%被访者喜欢查看联华标价，即使他们知道要买饼干会花多少钱。暗示:在品类管理中，怎样有效利用货架从而吸引和促使购物者在60秒内更加快作出购置决定是非常主要。购物者消费行为研究报告第43页HighlightofKeyFindings

--ShoppingBehaviors:In-store--店内沟通方式

In-storePromotion在商店入口处促销材料成为通知购物者有哪些销售产品另一个主要信息起源。通常购物者都会注意这么信息。这么促销材料同时也在饰演着诱使冲动性购置角色。购物者消费行为研究报告第44页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购物者消费行为研究报告第45页

HighlightofKeyFindings

--Promotion--Perceivedattractivepromotiontools被购物者所认知促销方式主要包含：无偿尝试/试用/试吃（主要在大卖场中） 无偿样品幸运抽奖促销小姐 10%-50%加量不加价折扣/降价捆绑（里面有无偿礼品）

大量购置可得到额外赠予 购置指定产品赠予礼品搜集外包装可累计中奖会员制/VIPcard购物者消费行为研究报告第46页

HighlightofKeyFindings

--Promotion--Perceivedattractivepromotiontools而被认为最具吸引力促销活动包含：买一赠一捆绑促销10-50%加量不加价折扣/降价除此之外，无偿试吃被证实非常含有吸引力，尤其是对饼干而言它影响超出了经过包装和POP等类似外在信息，能够给消费者一个更为贴近对产品体验和感受它被认为是一个用来介绍新产品有效沟通方式购物者消费行为研究报告第47页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在不一样年纪/性别/婚姻情况/是否有孩子或其它人群中，对促销知晓和促销吸引力都没有区分。购物者消费行为研究报告第48页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 10RankingImpactonbehaviour购物者消费行为研究报告第49页AttractivenessofBiscuitPromotions

--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 得到额外产品赠予

-一样饼干 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+C8购物者消费行为研究报告第50页AttractivenessofBiscuitPromotions

--ByMonthlyIncome(RMB)--

Total 500- 500-499 1500+ - -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购物者消费行为研究报告第51页理想饼干货架需要要素理想饼干货架需要要素主要以下:靠近摆放蛋卷、萨其马、派和米饼零食区域销售最好品牌摆放在主要货架最右边或最左边，这主要看店内情况。大规格包装放在货架最上层，以作为饼干货架辅助标志/指示小规格包装饼干应该放在视线以内，同时应该把印有品牌标志一面向外以使购物者能够看到同一品牌不一样种类应该水平陈列，同时在不一样种类/口味间应该有显著界限同一个类/口味不一样包装规格应该垂直陈列，把最大规格纸盒装（如家庭装）放在货架最上层，把中等规格放在中间。把小规格放在低一点货架上。较大塑料袋装最好放在货架最底层。给儿童商品放在货架第三、四层（自下而上）购物者消费行为研究报告第52页

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=SmallPack购物者消费行为研究报告第53页SampleDisplayWorkedOutbyShoppersBoxorcannedatthislevelSoftorplasticpacksatthislevel购物者消费行为研究报告第54页Base: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)购物者消费行为研究报告第55页

HighlightofKeyFindings

--AttitudetoNewProducts--近50%购物者欢迎新产品。他们会在一些吸引他们饼干中选择，即使以前没有尝试过。购物者对新产品