【文章內(nèi)容簡介】 pulsive ? 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(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。很典型地會(huì)計(jì)劃到什么種類和品牌。 ? 但在一些情況下，他們的計(jì)劃也會(huì)改變： ? 斷貨 it was short of supply ? 被促銷吸引，包括被促銷小姐介紹和降價(jià)、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(huì)由于好奇而購買新產(chǎn)品。 ? 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。他們的購買很大程度上被促銷驅(qū)動(dòng)。 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 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(shí)最首要考慮的因素，而口味比品牌更重要。 ? 價(jià)格和包裝規(guī)格是另兩個(gè)重要的因素。 ? 不同類型的被訪者考慮的方式不同： Different types of respondents think in different ways: ? 1524歲的被訪者主要關(guān)心口味 respondents aged 1524 mainly concern for flavor ? 年紀(jì)較大的被訪者更注意品牌和價(jià)格 Base: All respondents / Source: interview + c10 Top most Top 3 Mean Base 611 611 611 % % Brand 26 94 Packaging type * 84 Pack size 2 94 Price 7 89 Position on the shelf * 43 Flavor 63 99 Advertising 1 69 Promotion * 66 Introduction by salesmen * 35 Instore displays /information * 26 ? Ranking scale used: 7scaling, ? The smaller the mean, the more important the attribute is Considerations in Biscuit Purchase Total 1524 2534 3544 4554 5575 (C) (D) (E) (F) (G) Base 611 153 124 113 140 82 % % % % % % Top most Brand 26 16 29C 39CF 24 26 Flavor 63 73E 64 51 61 62 Top 2 Price 35 30 28 28 46CDE 45CDE Pack size 15 9 22CG 18 14 10 Top 3 Packaging type 16 22EFG 22EG 10 12 10 Considerations in Biscuit Purchase By Age Base: All respondents / Source: interview + c10 Frequency of Biscuits Purchase ? 通常來看，被訪者平均每月購買餅干 ，而年輕人則相對(duì)比中年和老年的購物者買的次數(shù)要多。 ? 而在這其中，有 ，這暗示著聯(lián)華是銷售餅干的主要渠道。 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 Age Age Gender Highlight of Key Findings Shopping Behaviors: Instore 相對(duì)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(fèi)的時(shí)間大約是 80秒。 ) ? 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。 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。 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(gè)重要信息來源。 ? 通常購物者都會(huì)注意這樣的信息。 ? 這樣的促銷材料同時(shí)也在扮演著誘使沖動(dòng)性購買的角色。 Base: Those