【正文】 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。 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(gòu)物者在聯(lián)華購(gòu)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(huì)寫在紙上； ? 通常會(huì)計(jì)劃到品類 ? 當(dāng)被問到買餅干時(shí)，通常也都是有計(jì)劃的。 ? 而在這其中，有 ，這暗示著聯(lián)華是銷售餅干的主要渠道。 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。 ? 購(gòu)物者對(duì)新產(chǎn)品的反應(yīng)通常不會(huì)影響他們對(duì)目前已存在產(chǎn)品的購(gòu)買，因?yàn)樗麄冊(cè)谫I了常規(guī)產(chǎn)品之后通常會(huì)同時(shí)買一些小包裝的新產(chǎn)品。 married feel it somewhat difficult to locate new product N=611 Mean= 那些單身的沒有孩子的，對(duì)當(dāng)前的餅干貨架比較滿意，餅干的經(jīng)常購(gòu)買者覺得比較容易找到新產(chǎn)品。 ? 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(gòu)物者歡迎新產(chǎn)品。 ? 通常購(gòu)物者都會(huì)注意這樣的信息。 ? 價(jià)格和包裝規(guī)格是另兩個(gè)重要的因素。 ? 而有孩子同去的購(gòu)物者則會(huì)在孩子的糾纏下被孩子所影響。 ? 對(duì)餅干的定義包括三個(gè)層次，核心的餅干、豐富后的餅干、擴(kuò)張后的餅干，這個(gè)定義其實(shí)也反應(yīng)了中國(guó)市場(chǎng)上餅干的演化過(guò)程。或者說(shuō)定義為是一個(gè)介于主食和零食之間的一系列產(chǎn)品。 Purchase role ? 作為一個(gè)低卷入度的產(chǎn)品，通常決策者就是購(gòu)買者。 Base: All respondents / Source: interview + C4 3962483218311659660 50 100I always buy the same biscuits Choose between a few kinds of biscuits which having tried before Choose whatever biscuits take my fancy even if not tried but recognizing the name Choose whatever biscuits take my fancy even if not tried or not recognizing the name 基于我常買的品牌是否有促銷 Based on if any of my preferred brand being on promotion I check the promotions on all brands I look for the cheapest biscuits According to my child(ren) chooses According to other family members chooses According to my friend chooses Purchase Disposition Purchase Disposition By Gender Total Male Female Base 611 114 497 % % % I always buy the same biscuits 62 57 63 Choose between a few kinds of biscuits which having tried before 48 47 48 Choose whatever biscuits take my fancy even if not tried but recognizing the name 39 34 40 Choose whatever biscuits take my fancy even if not tried or not recognizing the name 32 25 33 基于我常買的品牌是否有促銷 31 17 34 Based on if any of my preferred brand being on promotion 18 12 20 I check the promotions on all brands 16 12 17 I look for the cheapest biscuits 9 11 9 According to my child(ren) chooses 6