【正文】 銷小姐介紹和降價、折扣 ? 注意到新產(chǎn)品 notice of new product Purchase Disposition ? 大部分的被訪者在他們以前買過的少數(shù)幾種餅干中選擇； ? 48%的被訪者，尤其是 1524歲的會由于好奇而購買新產(chǎn)品。 ? 價格和包裝規(guī)格是另兩個重要的因素。 Age Age Gender Highlight of Key Findings Shopping Behaviors: Instore 相對固定的選擇流程 ? 在餅干貨架前瀏覽大約 1分鐘， (如果是買餅干，在餅干區(qū)域平均花費的時間大約是 80秒。 ? 通常購物者都會注意這樣的信息。 Awareness and Attractiveness of Biscuit Promotions Base: All respondents / Source:interview + C201/C202 Effective 1st 2nd 3rd Weighted Promotions Promotion Promotion Promotion Index Base 611 611 611 611 611 % % % % Price reduction /Discount 74 28 23 13 100 Get one extra pack free same kind of biscuit 64 23 22 12 87 Free tasting/ tasting before buying 63 24 13 12 77 Get one extra pack free other kinds of biscuit 47 10 15 11 50 Coupon 30 2 7 10 21 Get one extra pack free nonbiscuit product 29 2 6 7 17 Free sample/product 26 4 4 9 20 Sweepstake promotion (lucky draw) 18 3 2 5 13 Shop assistants introduction /remendation 16 2 2 4 10 Ranking Impact on behaviour Attractiveness of Biscuit Promotions By Gender/Age total Male Female 1524 2534 3544 4554 5575 (A) (B) (C) (D) (E) (F) (G) Base 611 114* 497 153 124* 113* 140 82* % % % % % % % % Price reduction /Discount 74 67 75 74 76 67 81EG 66 得到額外的產(chǎn)品贈送 同樣的餅干 64 52 66A 54 68C 68C 67C 64 Get one extra pack free other kinds of biscuit 47 41 48 44 48 52 45 43 Get one extra pack free nonbiscuit product 29 30 28 30 27 29 29 26 Free tasting/ tasting before buying 63 63 63 64 61 62 66 61 Sweepstake promotion (lucky draw) 18 15 18 15 19 21 20 10 Coupon 30 27 30 31 25 29 32 31 Shop assistants introduction /remendation 16 15 16 14 14 15 17 22 Free sample/product 26 24 27 30 28 19 32EG 18 Gender Age Base: All respondents / Source: interview + C8 Attractiveness of Biscuit Promotions By Monthly Ine(RMB) Total 500 500499 1500+ 2021 2021 3499 3500+ (A) (B) (C) (E) (F) (G) Base 611 151 279 177 116 288 205 % % % % % % % Price reduction /Discount 74 80C 78C 62 84FG 73 69 Get one extra pack free same kind of biscuit 64 61 70C 56 67 65 61 Get one extra pack free other kinds of biscuit 47 44 47 47 39 50 45 得到額外的產(chǎn)品 非餅干產(chǎn)品 29 28 29 28 19 30E 32E Free tasting/ tasting before buying 63 64 62 64 60 66 60 Sweepstake promotion (lucky draw) 18 22 17 14 22 14 19 優(yōu)惠券 30 32 27 32 38F 26 30 Shop assistants introduction /remendation 16 13 14 21 16 12 21 Free sample/product 26 25 22 35B 21 25 31 Personal Monthly Ine Household Monthly Ine Base: All respondents / Source: interview + C8 理想餅干貨架需要的要素 ? 理想餅干貨架需要的要素主要如下 : ? 靠近擺放蛋卷、薩其馬、派和米餅的零食區(qū)域 ? 銷售最好的品牌擺放在主要貨架的最右邊或最左邊，這主要看店內(nèi)的情況。 ? 給兒童的商品放在貨架的第三、四層（自下而上） Highlight of Key Findings Display of Biscuit Category Brand 2 Variant 1M Variant 2M Variant 3M Brand 3 Variant 1M Variant 2M Variant 3M Brand 1 Variant 1M Variant 2M Variant 3M Brand 2 Variant 1S Variant 2S Variant 3S Brand 3 Variant 1S Variant 2S Variant 3S Brand 1 Variant 1S Variant 2S Variant 3S Brand 2 Variant 1M Variant 2M Variant 3M Brand 3 Variant 1M Variant 2M Variant 3M Brand 1 Variant 1M Variant 2M Variant 3M Upper Level Middle Levels Lower Level Brand 2 Variant 1F Variant 2F Variant 3F Brand 3 Variant 1F/ Variant 2F Variant 3F Brand 1 Variant 1F Variant 2F Variant 3F Shelf Top Brand 2 Variant 1L Variant 2L Variant 3L Brand 3 Variant 1L Variant 2L Variant 3L Brand 1 Variant 1L Variant 2L Variant 3L Shelf Bottom Perceived ideal displayPlanogram F = Family Pack or Extra Large Pack (box) L = Large Pack M = Medium Pack S = Small Pack Sample Display Worked Out by Shoppers Box or canned at this level Soft or plastic packs at this level Base: All respondents / Source: interview + c121/c122 Display of biscuit by….. Brand or Manufacturer (52%) Flavor (44%) Flavor (20%) Type (22%) Type (23%) Psize (20%) Type (43%) Psize (35%) Flavor (39%) Psize (23%) Type (30%) Flavor (48%) Brand or Manufacturer (39%) Brand or Manufacturer (62%) Flavor (50%) Type (40%) Brand or Manufacturer (42%) Type (41%) Psize (43%) Brand or Manufacturer (78%) Ideal Display: the Logic(i) Highlight of Key Findings Attitude to New Products ? 近 50%的購物者歡迎新產(chǎn)品。 ? 被購物者認(rèn)知的對新產(chǎn)品的理想陳列有多樣的方式 ? 在常規(guī)的餅干貨架上，附有明顯的、引人注意的標(biāo)志比如海報、吊旗、大的標(biāo)簽等 ? 在由制造商提供的特殊貨架上 ? 堆樁，在收銀臺附近 ? 在常規(guī)的餅干貨架兩端 /端頭 Attitude to New Product (ii) Base: All respondents / Source: interview + e1 Try less first andthen decide on howto do it28%Try the new onewhile not reducingthe quantity ofproduct usu.bought47%Replace theproduct youusually boughtentirely1%Decide on how todo on the basis ofothers39。 married feel it somewhat difficult to locate new product N=611 Mean= 那些單身的沒有孩子的，對當(dāng)前的餅干貨架比較滿意，餅干的經(jīng)常購買者覺得比較容易找到新產(chǎn)品。 introduction 35 4 13 8 26 Someone told me 32 5 9 7 23 Promotion label in pack 29 4 7 8 19 Special promotion shelf /Secondary siting 28 5 7 10 22 Sales/promotional persons39。 ? 購物者對新產(chǎn)品的反應(yīng)通常不會影響他們對目前已存在產(chǎn)品的購買，因為他們在買了常規(guī)產(chǎn)品之后通常會同時買一些小包裝的新產(chǎn)品。把小規(guī)格的放在低一