【正文】 4 7 According to other family members chooses 6 9 5 According to my friend chooses 5 5 5 Base: All respondents / Source: interview + C4 Total 1524 2534 3544 4554 5575 (C) (D) (E) (F) (G) Base 611 153 124 113 140 82 % % % % % % I always buy the same biscuits 62 57 65 62 63 64 Choose between a few kinds of biscuits which having tried before 48 54F 50 50 40 41 Choose whatever biscuits take my fancy even if not tried but recognizing the name 39 36 39 35 43 40 Choose whatever biscuits take my fancy even if not tried or not recognizing the name 32 34 25 30 35 33 Based on if any of my regular brand being on promotion 31 29C 64CDFG 43CDG 26C Based on if any of my preferred brand being on promotion 18 14 16 21 22 19 I check the promotions on all brands 16 15 16 15 16 19 I look for the cheapest biscuits 9 18 9 3 6 8 According to my child(ren) chooses 6 8 3 5 9 7 According to other family members chooses 6 5 3 2 6 13DE According to my friend chooses 5 2 4 5 8C 9C Purchase Disposition By Age Base: All respondents / Source: interview + C4 Considerations in Biscuit Purchase ? 口味和品牌是被訪者購買餅干時最首要考慮的因素，而口味比品牌更重要。 Highlight of Key Findings Shopping Behaviors: Instore 店內(nèi)溝通方式 ? Instore Promotion ? 在商店入口處的促銷材料成為告知購物者有哪些銷售產(chǎn)品的另一個重要信息來源。較大的塑料袋裝的最好放在貨架最底層。 introduction 27 4 7 7 19 Catalogue/brochure at entrance 21 5 4 4 15 Free trial 21 4 5 5 15 Other promotion posters/scrolls outside the store 15 1 6 2 10 Catalogue /brochure received at home(DM) 14 4 3 3 12 Regular channels Attractive channels Display of New Product (ii) Rating on Ease of Locating New Products Pretty easy59%Very easy1%Somewhat difficult21%Neither difficultnor easy19%Base: All respondents / Source: interview + e2 5575 years old amp。 ? 大眾媒介（比如廣告）是獲得新產(chǎn)品信息的最重要的途徑，然而象 POP等促銷方式，比如櫥窗海報、促銷標(biāo)簽也是第二條重要的信息來源。 introduction 16 Catalogue/brochure at entrance 12 TV/Radio/Newspaper ad 3 Known any promotions Main reason One of the reasons Don’t know any promotions Known, but not a reason Highlight of Key Findings Promotion Perceived attractive promotion tools ? 被購物者所認(rèn)知的促銷方式主要包括： ? 免費(fèi)嘗試 /試用 /試吃（主要在大賣場中） ? 免費(fèi)樣品 ? 幸運(yùn)抽獎 ? 促銷小姐 ? 10% 50% 的加量不加價 ? 折扣 /降價 ? 捆綁（里面有免費(fèi)禮品） ? 大量購買可得到額外的贈送 ? 購買指定產(chǎn)品贈送禮品 ? 收集外包裝可累計(jì)中獎 ? 會員制 /VIP card Highlight of Key Findings Promotion Perceived attractive promotion tools ? 而被認(rèn)為最具吸引力的促銷活動包括： ? 買一贈一 ? 捆綁促銷 ? 10 50%的加量不加價 ? 折扣 /降價 ? 除此之外，免費(fèi)試吃被證明非常具有吸引力，尤其是對餅干而言 ? 它的影響超出了通過包裝和 POP等類似的外在信息，可以給消費(fèi)者一個更為貼近的對產(chǎn)品的體驗(yàn)和感受 ? 它被認(rèn)為是一種用來介紹新產(chǎn)品的有效溝通方式 Base: Those who have known promotion information before shopping / Source: interview + B23/B24/B25 Known Attractive Attractiveness 1st 2nd 3rd Weighted Promotions Promotions Ratio attractive attractive Index Base 139 139 139 139 139 % % % % % Price reduction/Discount 83 79 95 44 27 8 100 Get one extra pack free 79 71 90 36 22 11 84 Sweepstake promotion (lucky draw) 52 28 54 6 12 8 26 Coupon 37 31 84 3 12 14 24 Free item/gift 24 17 71 2 8 5 14 Shop assistants’ introduction/remendation 7 3 43 2 1 3 Free sample/product 5 5 100 * 1 2 2 Awareness and Attractiveness of Various Promotion Means: Lianhua 在不同的年齡 /性別 /婚姻狀況 /是否有孩子或其他的人群中，對促銷的知曉和促銷的吸引力都沒有區(qū)別。 Base: All respondents / Source: interview + C11/C12 General In Lianhua frequency supermarket Base 611 611 % % More than once a day (32) Once a day (25) 1 * Every 23 days (12) 17 9 Every 46 days (6) 8 6 About once a week (4) 37 26 Every 23 weeks () 23 28 About once a month (1) 11 19 Every 2 months () 3 7 Every 3 months () 1 3 Every 45 months () 1 Every 6 months () * 1 Mean(times/month) Frequency of Biscuits Purchase Base: All respondents / Source: Interview + C12 Total Male Female 1524 2534 3544 4554 5575 (A) (B) (C) (D) (E) (F) (G) Base 611 114 497 153 124 113 140 82 % % % % % % % % Once a day (25) * * * 1 1 1 Every 23 days (12) 9 14 8 13 7 13 3 10 Every 46 days (6) 6 7 5 9 10 1 4 2 About once a week (4) 26 24 26 30 24 32 18 24 Every 23 weeks () 28 31 27 25 22 33 32 31 About once a month (1) 19 11 20 17 21 12 25 18 Every 2 months () 7 5 8 5 8 7 10 9 Every 3 months () 3 2 3 1 3 5 5 Every 45 months () 1 1 * 1 2 Every 6 months () 1 3 1 4 1 1 Mean Frequency of Biscuits Purchase in Lian Hua By Gender amp。很典型地會計(jì)劃到什么種類和品牌。 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