【正文】 ehavior Shopping behavior ?Planned vs. impulsive ?Walking route ? Choice process at fixture ?Instore interface with shoppers DM stock out restocking ?Promotion ?Display Highlight of Key Findings Shopping Behaviors: Prestore Biscuits Flavor Brand Pack size Promotion Price Flavor Brand Pack size Price Purchase decision tree 兩種典型的決策樹 : ? 一些被訪者首先考慮口味，然后是品牌，規(guī)格等 這占大多數(shù)； ? 另一種方式則是先考慮品牌，再考慮口味，規(guī)格等。 ? 計劃性和目的性的購買似乎比較常見 Highlight of Key Findings Shopping Behaviors: Prestore Purchase motivation ? 立即就消費 /吃 ? 家庭儲備 ? 其他購買誘因包括： ? 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 ? 儲備行為在相當(dāng)程度上是一個普遍的行為模式，尤其是在中年、老年的女性購物者中 ? 儲備的原因： ? For unexpected needs以防不時之需 ? 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因為在價格上或數(shù)量上的折扣 ? Due to rush in time (busy life)由于平時太忙 ? 儲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 ? 覺得沒有儲備的需要，因為現(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，大部分的購物者僅知道要買什么種類的或什么牌子的餅干。 Purchase role ? 作為一個低卷入度的產(chǎn)品，通常決策者就是購買者。在決定口味、包裝、甚至品牌時，孩子具有相當(dāng)?shù)挠绊懥?。很典型地會計劃到什么種類和品牌。 ? 大約 1/3的被訪者，尤其是年紀(jì)較大的和女性，會特別注意促銷。 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最首要考慮的因素，而口味比品牌更重要。 ? 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 ，而年輕人則相對比中年和老年的購物者買的次數(shù)要多。 Base: All respondents