【正文】 trialexperience2%Replace theproduct youusually boughtpartly10%Try more first andthen decide on howto do it12%No different exists between age,gender,martial status and other demographic information. Sources of Information On New Product (ii) Base: All respondents / Source: interview + e31/e32 Information channels Often 1st 2nd 3rd Weighted Index Base 611 611 611 611 % % % % TV/Radio/Newspaper ad 77 47 13 10 100 Poster in the window 38 7 11 12 31 貨架上的促銷標(biāo)簽 37 8 11 11 32 Friends39。大規(guī)格的包裝放在貨架最上層，以作為餅干貨架的輔助標(biāo)志 /指示 ? 小規(guī)格包裝的餅干應(yīng)該放在視線以內(nèi)，同時(shí)應(yīng)該把印有品牌標(biāo)志的一面向外以使購(gòu)物者可以看到 ? 同一品牌的不同種類應(yīng)該水平陳列，同時(shí)在不同種類 /口味間應(yīng)該有明顯的界限 ? 同一種類 /口味的不同包裝規(guī)格應(yīng)該垂直陳列，把最大規(guī)格的紙盒裝（如家庭裝）放在貨架最上層，把中等規(guī)格的放在中間。 ) ? 查看 /比較不超過 5個(gè)產(chǎn)品 /品種 . ? 比較價(jià)格 ? 大約 60%的被訪者喜歡查看聯(lián)華的標(biāo)價(jià)，即使他們知道要買的餅干會(huì)花多少錢。 ? 大約 1/3的被訪者，尤其是年紀(jì)較大的和女性，會(huì)特別注意促銷。 ? 計(jì)劃性和目的性的購(gòu)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(gòu)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(gòu)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(gòu)物者僅知道要買什么種類的或什么牌子的餅干。 樣本標(biāo)準(zhǔn)：店內(nèi)訪談 ? 所有經(jīng)過或有目的地停留在餅干貨架前的購(gòu)物者 樣本標(biāo)準(zhǔn)：店內(nèi)錄象觀察 ? 所有經(jīng)過或有目的停留在餅干貨架前的購(gòu)物者 主要發(fā)現(xiàn) Highlight of Key Findings ? 從品類管理的角度來說，可以把購(gòu)物行為定義為是一個(gè)包含了三個(gè)階段的過程：在家里，到店之前，在店內(nèi)。 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(duì)餅干的細(xì)分和當(dāng)前通常的制造商對(duì)餅干的細(xì)分基本上類似； ? 消費(fèi)者對(duì)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