【正文】 oster 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。 ? 通常購物者都會注意這樣的信息。 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。 Age Age Gender Highlight of Key Findings Shopping Behaviors: Instore 相對固定的選擇流程 ? 在餅干貨架前瀏覽大約 1分鐘， (如果是買餅干，在餅干區(qū)域平均花費的時間大約是 80秒。 ? 而在這其中，有 ，這暗示著聯(lián)華是銷售餅干的主要渠道。 ? 價格和包裝規(guī)格是另兩個重要的因素。他們的購買很大程度上被促銷驅(qū)動。 ? 但在一些情況下，他們的計劃也會改變： ? 斷貨 it was short of supply ? 被促銷吸引，包括被促銷小姐介紹和降價、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歲的會由于好奇而購買新產(chǎn)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 ? 大部分的購物者在聯(lián)華購物都是有計劃的： ? 他們當(dāng)中的大部分僅在腦子里有計劃而很少會寫在紙上； ? 通常會計劃到品類 ? 當(dāng)被問到買餅干時，通常也都是有計劃的。 ? 而有孩子同去的購物者則會在孩子的糾纏下被孩子所影響。而最終決定要買什么口味 /規(guī)格 /品種則是在貨架前進行的。 Decision Tree (ii) Base: All respondents / Source: interview + c91/c92 Decision Tree r Regular Brands (35%,213) TV Ad. (24%,50) Flavor (42%,88) Flavor (54%,27) TV Ad. (36%,32) Pack Size (46%,40) Price (56%,49) Flavor (45%,276) Regular Brands (35%, 107) Pack Size (14%,39) TV Ad. (48%,51) Pack Size (53%,57) Price (68%,73) Price (23%,63) TV Ad. (12%,33) Regular Brands (53%, 33) Pack Size (42%,26) Highlight of Key Findings Shopping Behaviors: Prestore Purchase mode ? 在消費餅干時，通常消費者都是在幾種口味和品牌當(dāng)中進行選擇 (包括對新口味的首次嘗試和選擇 ) – 60%以上的購物者會在少數(shù)幾個他們以前買過的餅干中選擇。 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 : biscuits closer to main meal vs. biscuits closer to snack ? 典型的由消費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 cat