【正文】 bler Cream Wafer Bright Chocolate Wafer Garden Morning Tea Milk Biscuit Keelber Milk Arrowroot Biscuit Keebler Digestive Biscuit Sweet Milk Chocolate Savory Sandwich Cookie Soda Wafer Dimension 1 (% variance explained) Dimension 2 (27.9% variance explained) Highlight of Key Findings Prestore ?Category definition ?Category segmentation ?Role of category ?Store selection ?Shopping trip Shopping behavior (in general) Purchase behavior (towards category) Instore At POS behavior At home Usage behavior Shopping behavior ?Decision process/ tree ?Purchase mode ?Purchase motivation ?Stockup behavior ?Brand decision ?Purchase role ?Planned vs. impulsive ?Walking route ? Choice process at fixture ?Instore interface with shoppers DM stock out restocking ?Promotion ?Display Highlight of Key Findings Shopping Behaviors: Prestore Role of Biscuit ? 通常，餅干作為一個(gè)多面性的產(chǎn)品， 70%的人把它當(dāng)作正餐之間的充饑食品， 50%的人只把它當(dāng)作休閑娛樂食品 具有零食的特點(diǎn)； ? 一些年輕人在偶然的情況下會(huì)傾向于把餅干作為主食的替代品。 Base: All respondents / Source: interview + C5 705049119950 50 100Appeasing my hunger between meals Eating just for pleasure 作為早餐 Gift Replacement of meal (excluding breakfast) Enjoying with friends Entertaining guests/friends Role of Biscuit Total 1524 2534 3544 4554 5575 (C) (D) (E) (F) (G) Base 611 153 124 113 140 82 % % % % % % Appeasing my hunger between meals 70 56 69C 75C 77C 80C Eating just for pleasure 50 49 55G 62FG 44 36 As breakfast 49 47 45 48 54 52 Gift 11 5 11 11 19C 12 Replacement of meal(excluding breakfast) 9 15DG 6 8 10 5 Enjoying with friends 9 27DEFG 7F 2 1 3 Entertaining guests/friends 5 6 6 5 4 4 Eat as dim sum 3 1 2 4 3 5 Role of Biscuit By Age Base: All respondents / Source: interview + C5 Total Male Female Single Married Base 611 114 497 189 422 % % % % % Appeasing my hunger between meals 70 60 73 57 76 Eating just for pleasure 50 44 51 49 50 As breakfast 49 39 51 46 51 Gift 11 7 12 7 13 Replacement of meal(excluding breakfast) 9 11 9 14 7 Enjoying with friends 9 12 8 23 3 Entertaining guests/friends 5 6 5 7 4 Eat as dim sum 3 10 1 2 3 Role of Biscuit By Gender/Martial Status Base: All respondents / Source: interview + C5 Highlight of Key Findings Prestore ?Category definition ?Category segmentation ?Role of category ?Store selection ?Shopping trip ?Decision process/ tree ?Purchase mode ?Purchase motivation ?Stockup behavior ?Brand decision ?Purchase role Shopping behavior (in general) Purchase behavior (towards category) Instore At POS behavior At home Usage behavior Shopping behavior ?Planned vs. impulsive ?Walking route ? Choice process at fixture ?Instore interface with shoppers DM stock out restocking ?Promotion ?Display Highlight of Key Findings Shopping Behaviors: Prestore Biscuits Flavor Brand Pack size Promotion Price Flavor Brand Pack size Price Purchase decision tree 兩種典型的決策樹 : ? 一些被訪者首先考慮口味，然后是品牌，規(guī)格等 這占大多數(shù)； ? 另一種方式則是先考慮品牌，再考慮口味，規(guī)格等。 Decision Tree (ii) Base: All respondents / Source: interview + c91/c92 Decision Tree r Regular Brands (35%,213) TV Ad. (24%,50) Flavor (42%,88) Flavor (54%,27) TV Ad. (36%,32) Pack Size (46%,40) Price (56%,49) Flavor (45%,276) Regular Brands (35%, 107) Pack Size (14%,39) TV Ad. (48%,51) Pack Size (53%,57) Price (68%,73) Price (23%,63) TV Ad. (12%,33) Regular Brands (53%, 33) Pack Size (42%,26) Highlight of Key Findings Shopping Behaviors: Prestore Purchase mode ? 在消費(fèi)餅干時(shí)，通常消費(fèi)者都是在幾種口味和品牌當(dāng)中進(jìn)行選擇 (包括對(duì)新口味的首次嘗試和選擇 ) – 60%以上的購物者會(huì)在少數(shù)幾個(gè)他們以前買過的餅干中選擇。 ? 計(jì)劃性和目的性的購買似乎比較常見 Highlight of Key Findings Shopping Behaviors: Prestore Purchase motivation ? 立即就消費(fèi) /吃 ? 家庭儲(chǔ)備 ? 其他購買誘因包括： ? 有吸引力的促銷 Attractive promotion ? 注意到新產(chǎn)品 Notice of new products ? 被孩子糾纏 Pester power of kids Highlight of Key Findings Shopping Behaviors: Prestore Stockup behavior ? 儲(chǔ)備行為在相當(dāng)程度上是一個(gè)普遍的行為模式，尤其是在中年、老年的女性購物者中 ? 儲(chǔ)備的原因： ? For unexpected needs以防不時(shí)之需 ? As substitute of meals which require cooking作為需要烹煮的食物的替代品 ? Due to reluctance to shopping frequently不愿意總是來買 ? For economy or quantity discount因?yàn)樵趦r(jià)格上或數(shù)量上的折扣 ? Due to rush in time (busy life)由于平時(shí)太忙 ? 儲(chǔ)備行為的潛在障礙包括： ? 考慮到產(chǎn)品的保質(zhì)期 ? 占地方 ? 想常變換口味 ? 經(jīng)驗(yàn)主義者或是想嘗試新的品牌、口味、規(guī)格、種類等 ? 覺得沒有儲(chǔ)備的需要，因?yàn)楝F(xiàn)在超市和便利店的迅猛發(fā)展，買東西已經(jīng)很方便 Highlight of Key Findings Shopping Behaviors: Prestore Brand decision ? 在聯(lián)華去買餅干之前，大部分的購物者僅知道要買什么種類的或什么牌子的餅干。而最終決定要買什么口味 /規(guī)格 /品種則是在貨架前進(jìn)行的。 Purchase role ? 作為一個(gè)低卷入度的產(chǎn)品，通常決策者就是購買者。 ? 而有孩子同去的購物者則會(huì)在孩子的糾纏下被孩子所影響。在決定口味、包裝、甚至品牌時(shí)，孩子具有相當(dāng)?shù)挠绊懥Α? Highlight of Key