【正文】 點(diǎn)的貨架上。 Base: Those who have known promotion information before shopping / Source: interview + B21/ B22 Awareness of Various Promotional Means: Lianhua No difference exists between age/gender/martial status/having child or not. Base: All respondents Source: B21 3% 3%17%77%Total (n=611) Where did you learn about the Promotions Base 139 % Poster in the window 57 Special promotion shelf / secondary siting in store 40 Promotion label in shelf (such as promotion tags) 40 Someone told me 28 Catalogue/brochure received at home(DM) 28 Other promotion posters/scrolls outside the store 24 Promotion label in pack 18 Sales/promotional persons39。 暗示 : 在品類管理中，如何有效利用貨架從而吸引和促使購物者在 60秒內(nèi)更快的作出購買決定是非常重要的。 ? 而在這其中，有 ，這暗示著聯(lián)華是銷售餅干的主要渠道。他們的購買很大程度上被促銷驅(qū)動。 Highlight of Key Findings Prestore ?Category definition ?Category segmentation ?Role of category ?Store selection ?Shopping trip ?Planned vs. impulsive ?Walking route ? Choice process at fixture ?Instore interface with shoppers DM stock out restocking ?Promotion ?Display Shopping behavior (in general) Purchase behavior (towards category) Instore At POS behavior (in Lianhua) At home Usage behavior Shopping behavior ?Decision process/ tree ?Purchase mode ?Purchase motivation ?Stockup behavior ?Brand decision ?Purchase role Highlight of Key Findings Shopping Behaviors: Instore Planned vs. impulsive ? 大部分的購物者在聯(lián)華購物都是有計(jì)劃的： ? 他們當(dāng)中的大部分僅在腦子里有計(jì)劃而很少會寫在紙上； ? 通常會計(jì)劃到品類 ? 當(dāng)被問到買餅干時，通常也都是有計(jì)劃的。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。 Highlight of Key Findings Biscuit Category Definition Highlight of Key Findings Biscuit Category Definition Dianxin Biscuits SNACKS MAIN MEAL Bread Jiaozi Wonton Cake Chart 1 Highlight of Key Findings Biscuit Category Definition Cake Jiaozi Wonton Augmented Biscuit Concept Core Biscuit Concept Bread Rice cracker Saqima Pie Egg rolls Traditional sweet biscuits Traditional savory biscuits Dianxin Enriched Biscuit Concept Cookie Wafer Sandwich biscuits Soda biscuits Digestive biscuits Chart 2 Highlight of Key Findings Biscuit Category Segmentation ? 消費(fèi)者對餅干的細(xì)分和當(dāng)前通常的制造商對餅干的細(xì)分基本上類似； ? 消費(fèi)者對餅干的定義主要基于以下原則： 味覺 : sweet vs. savory ? 產(chǎn)品形狀和外觀 : singlelayer vs. multilayer (sandwich) ? 潮流 : traditional biscuits vs. cookie ? 功能性利益點(diǎn) : biscuits closer to main meal vs. biscuits closer to snack ? 典型的由消費(fèi)者定義的餅干子品類如下： 咸餅干 ? 甜餅干 ? 威化 ? 曲奇 See Chart 3 on next page Category definition Highlight of Key Findings Biscuit Category Segmentation Biscuit Cookies Conventional sweet biscuits Sweet Sandwich Wafer Sweet Soda Savory Other sweet biscuits, such as milk,chocolate... Conventional savory biscuits Augmented Biscuits Sandwich Chart 3 Base: All respondents / Source: interview + d21+d22 Category Segmentation: Joint Mapping of Name and Products — Products Falling into Enriched Biscuit Concept Chocolate Chips Cookies Oreo Chocolate Sandwich Breakfast Wheat Cookie Danone TUC YY Sandwich Danone Tiki Tartlet Nissin Glico Vegetable Crackers KSF 3+2 Soda Sandwich Danone Prince Chocolate Cookie Nabisco Ritz Biscuit JiaShiLi Onion Soda Danone TUC Original Family Danmark Kjeldense’s Cookie Danone HighCa Soda KSF Savory Biscuits Huamel FuGuiLan cookie Nestle Chocolate Wafer Pacific Salty Soda Biscuit Danone milk cracker Keebler 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傾向于把餅干作為主食的替代品。 It is the process that constitutes the analytical framework of the management summary. Prestore ?品類定義 ?品類細(xì)分 ?品類角色 ?商店選擇 ?購物行程 購物行為 (總體上 l)