購(gòu)物者消費(fèi)行為研究報(bào)告

購(gòu)物者研究匯報(bào)摘要年12月我們要去哪？購(gòu)物者消費(fèi)行為研究報(bào)告第1頁(yè)主要內(nèi)容項(xiàng)目介紹Introduction研究目標(biāo)Researchobjectives研究方法Methodology樣本標(biāo)準(zhǔn)RespondentCriteria主要發(fā)覺(jué)KeyFindings餅干品類定義和細(xì)分CategoryDefinitionandSegmentation餅干品類購(gòu)置習(xí)慣和行為CategoryShoppingHabitsandBehavior對(duì)店內(nèi)促銷態(tài)度理想貨架陳列對(duì)新產(chǎn)品態(tài)度購(gòu)物者消費(fèi)行為研究報(bào)告第2頁(yè)介紹Introduction購(gòu)物者消費(fèi)行為研究報(bào)告第3頁(yè)研究目ResearchObjectives經(jīng)過(guò)這次研究，達(dá)能期望能夠達(dá)成以下兩方面目標(biāo)：研究購(gòu)物者在連鎖型超市購(gòu)置行為與態(tài)度探詢當(dāng)前餅干貨架陳列在何種程度上符合了消費(fèi)者在連鎖超市普通購(gòu)物行為需要在更深程度上來(lái)說(shuō)，此次研究主要為使以下品類管理伎倆更易實(shí)施與開展：經(jīng)過(guò)去除低流轉(zhuǎn)率產(chǎn)品以改進(jìn)當(dāng)前商品分類增加貨架價(jià)值以最大化單次購(gòu)置金額提升貨架吸引力以增加沖動(dòng)性購(gòu)置機(jī)會(huì)找到一個(gè)合理由消費(fèi)者定義餅干品類細(xì)分最小化斷貨帶來(lái)不良影響購(gòu)物者消費(fèi)行為研究報(bào)告第4頁(yè)研究方法Methodology12組陪同購(gòu)物，選定消費(fèi)者每個(gè)月光臨聯(lián)華在三次或以上6組小型（4人）焦點(diǎn)座談，選定消費(fèi)者每個(gè)月光臨聯(lián)華在三次或以上600份店內(nèi)攔截式定點(diǎn)訪談店內(nèi)攔截訪談過(guò)程中進(jìn)行現(xiàn)場(chǎng)錄象觀察購(gòu)物者消費(fèi)行為研究報(bào)告第5頁(yè)樣本標(biāo)準(zhǔn):陪同購(gòu)物購(gòu)物者消費(fèi)行為研究報(bào)告第6頁(yè)樣本標(biāo)準(zhǔn):小型焦點(diǎn)座談Group1:18-24間女性，餅干購(gòu)置決議者，個(gè)人消費(fèi)Group2:18-24間男性，餅干購(gòu)置決議者，個(gè)人消費(fèi)Group3:25-34女性，餅干購(gòu)置決議者，為個(gè)人和家庭消費(fèi)購(gòu)置，二分之一有一個(gè)3—7歲間孩子，孩子是主要餅干使用者Group4:35-44女性，有一個(gè)7-13歲間孩子，餅干購(gòu)置決議者，為個(gè)人和家庭消費(fèi)購(gòu)置；Group5:35-44男性，餅干購(gòu)置決議者，為個(gè)人和家庭消費(fèi)購(gòu)置；Group6:45-54男女混合組，餅干購(gòu)置決議者，為個(gè)人和家庭消費(fèi)購(gòu)置。購(gòu)物者消費(fèi)行為研究報(bào)告第7頁(yè)樣本標(biāo)準(zhǔn)：店內(nèi)訪談全部經(jīng)過(guò)或有目標(biāo)地停留在餅干貨架前購(gòu)物者購(gòu)物者消費(fèi)行為研究報(bào)告第8頁(yè)樣本標(biāo)準(zhǔn)：店內(nèi)錄象觀察全部經(jīng)過(guò)或有目標(biāo)停留在餅干貨架前購(gòu)物者購(gòu)物者消費(fèi)行為研究報(bào)告第9頁(yè)主要發(fā)覺(jué)購(gòu)物者消費(fèi)行為研究報(bào)告第10頁(yè)HighlightofKeyFindings

從品類管理角度來(lái)說(shuō)，能夠把購(gòu)物行為定義為是一個(gè)包含了三個(gè)階段過(guò)程：在家里，到店之前，在店內(nèi)。Itistheprocessthatconstitutestheanalyticalframeworkofthemanagementsummary.

Pre-store品類定義品類細(xì)分品類角色商店選擇購(gòu)物行程購(gòu)物行為(總體上l)購(gòu)置行為(針對(duì)品類)In-store在貨架前行為Athome使用行為rShoppingbehavior決議流程/決議樹購(gòu)置模式購(gòu)置動(dòng)機(jī)貯備行為品牌決議購(gòu)置角色計(jì)劃性和沖動(dòng)性行走路線相對(duì)固定選擇流程I店內(nèi)其它影響原因-DM-stockout-restocking促銷陳列購(gòu)物者消費(fèi)行為研究報(bào)告第11頁(yè)HighlightofKeyFindings

Pre-storeCategorydefinitionCategorysegmentationRoleofcategoryStoreselectionShoppingtripShoppingbehavior(ingeneral)Purchasebehavior(towardscategory)In-storeAtPOSbehaviorAthomeUsagebehaviorShoppingbehaviorDecisionprocess/treePurchasemodePurchasemotivationStock-upbehaviorBranddecisionPurchaserolePlannedvs.impulsiveWalkingrouteChoiceprocessatfixtureIn-storeinterfacewithshoppers-DM-stockout-restockingPromotionDisplay購(gòu)物者消費(fèi)行為研究報(bào)告第12頁(yè)

Categorydefinition上海消費(fèi)者把餅干定義為“點(diǎn)心”一個(gè)子品類?；蛘哒f(shuō)定義為是一個(gè)介于主食和零食之間一系列產(chǎn)品。對(duì)餅干定義包含三個(gè)層次，關(guān)鍵餅干、豐富后餅干、擴(kuò)張后餅干，這個(gè)定義其實(shí)也反應(yīng)了中國(guó)市場(chǎng)上餅干演化過(guò)程。點(diǎn)心在概念上與通常糕點(diǎn)靠近，但與中國(guó)其它地域不一樣是上海居民把點(diǎn)心定義為一個(gè)包含了象餃子、餛飩等僅被作為主食或零食食品，這里點(diǎn)心具有更為廣范圍。

HighlightofKeyFindings

--BiscuitCategoryDefinition

--購(gòu)物者消費(fèi)行為研究報(bào)告第13頁(yè)

HighlightofKeyFindings

--BiscuitCategoryDefinition

--DianxinBiscuitsSNACKSMAINMEALBreadJiaoziWontonCakeChart1購(gòu)物者消費(fèi)行為研究報(bào)告第14頁(yè)

HighlightofKeyFindings

--BiscuitCategoryDefinition

--CakeJiaoziWontonAugmentedBiscuitConceptCoreBiscuitConceptBreadRicecrackerSaqimaPieEggrollsTraditionalsweetbiscuitsTraditionalsavorybiscuitsDianxinEnrichedBiscuitConceptCookieWaferSandwichbiscuitsSodabiscuitsDigestivebiscuitsChart2購(gòu)物者消費(fèi)行為研究報(bào)告第15頁(yè)

HighlightofKeyFindings

--BiscuitCategorySegmentation--消費(fèi)者對(duì)餅干細(xì)分和當(dāng)前通常制造商對(duì)餅干細(xì)分基本上類似；消費(fèi)者對(duì)餅干定義主要基于以下標(biāo)準(zhǔn)：味覺(jué):sweetvs.savory產(chǎn)品形狀和外觀:single-layervs.multi-layer(sandwich)時(shí)尚:traditionalbiscuitsvs.cookie功效性利益點(diǎn):biscuitsclosertomainmealvs.biscuitsclosertosnack經(jīng)典由消費(fèi)者定義餅干子品類以下：咸餅干甜餅干威化曲奇SeeChart3onnextpageCategorydefinition購(gòu)物者消費(fèi)行為研究報(bào)告第16頁(yè)

HighlightofKeyFindings

--BiscuitCategorySegmentation--BiscuitCookiesConventionalsweetbiscuitsSweetSandwichWaferSweetSodaSavoryOthersweetbiscuits,suchasmilk,chocolate...ConventionalsavorybiscuitsAugmented

BiscuitsSandwichChart3購(gòu)物者消費(fèi)行為研究報(bào)告第17頁(yè)Base:Allrespondents/Source:interview+d2-1+d2-2

CategorySegmentation:JointMappingofNameandProducts

—ProductsFallingintoEnrichedBiscuitConcept

--

ChocolateChipsCookiesOreoChocolateSandwichBreakfastWheatCookieDanoneTUCYYSandwichDanoneTikiTartletNissinGlicoVegetableCrackersKSF3+2SodaSandwichDanonePrinceChocolateCookieNabiscoRitzBiscuitJiaShiLiOnionSodaDanoneTUCOriginalFamilyDanmarkKjeldense’sCookieDanoneHigh-CaSodaKSFSavoryBiscuitsHuamelFuGuiLancookieNestleChocolateWaferPacificSaltySodaBiscuitDanonemilkcrackerKeeblerCreamWaferBrightChocolateWaferGardenMorningTeaMilkBiscuitKeelberMilkArrowrootBiscuitKeeblerDigestiveBiscuitSweetMilkChocolateSavorySandwichCookieSodaWafer-1.000-0.5000.0000.5001.0001.5002.000-1.500-1.000-0.5000.0000.5001.0001.5002.000Dimension1(37.2%varianceexplained)Dimension2(27.9%varianceexplained)購(gòu)物者消費(fèi)行為研究報(bào)告第18頁(yè)HighlightofKeyFindings

Pre-storeCategorydefinitionCategorysegmentationRoleofcategoryStoreselectionShoppingtripShoppingbehavior(ingeneral)Purchasebehavior(towardscategory)In-storeAtPOSbehaviorAthomeUsagebehaviorShoppingbehaviorDecisionprocess/treePurchasemodePurchasemotivationStock-upbehaviorBranddecisionPurchaserolePlannedvs.impulsiveWalkingrouteChoiceprocessatfixtureIn-storeinterfacewithshoppers-DM-stockout-restockingPromotionDisplay購(gòu)物者消費(fèi)行為研究報(bào)告第19頁(yè)

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--

RoleofBiscuit通常，餅干作為一個(gè)多面性產(chǎn)品，70%人把它看成正餐之間充饑食品，50%人只把它看成休閑娛樂(lè)食品含有零食特點(diǎn)；一些年輕人在偶然情況下會(huì)傾向于把餅干作為主食替換品。購(gòu)物者消費(fèi)行為研究報(bào)告第20頁(yè)Base:Allrespondents/Source:interview+C5AppeasingmyhungerbetweenmealsEatingjustforpleasure作為早餐GiftReplacementofmeal(excludingbreakfast)EnjoyingwithfriendsEntertainingguests/friendsRoleofBiscuit購(gòu)物者消費(fèi)行為研究報(bào)告第21頁(yè)

Total 15-24 25-34 35-44 45-54 55-75 (C) (D) (E) (F) (G) Base 611 153 124 113 140 82 % % % % % % Appeasingmyhungerbetweenmeals 70 56 69C 75C 77C 80C Eatingjustforpleasure 50 49 55G 62FG 44 36 Asbreakfast 49 47 45 48 54 52 Gift 11 5 11 11 19C 12 Replacementofmeal(excludingbreakfast) 9 15DG 6 8 10 5 Enjoyingwithfriends 9 27DEFG 7F 2 1 3 Entertainingguests/friends 5 6 6 5 4 4 Eatasdimsum 3 1 2 4 3 5 RoleofBiscuit

--ByAge--Base:Allrespondents/Source:interview+C5購(gòu)物者消費(fèi)行為研究報(bào)告第22頁(yè)

Total Male Female Single Married

Base 611 114 497 189 422 % % % % %

Appeasingmyhungerbetweenmeals 70 60 73 57 76 Eatingjustforpleasure 50 44 51 49 50 Asbreakfast 49 39 51 46 51 Gift 11 7 12 7 13 Replacementofmeal(excludingbreakfast) 9 11 9 14 7 Enjoyingwithfriends 9 12 8 23 3 Entertainingguests/friends 5 6 5 7 4 Eatasdimsum 3 10 1 2 3 RoleofBiscuit

--ByGender/MartialStatus--Base:Allrespondents/Source:interview+C5購(gòu)物者消費(fèi)行為研究報(bào)告第23頁(yè)HighlightofKeyFindings

Pre-storeCategorydefinitionCategorysegmentationRoleofcategoryStoreselectionShoppingtripDecisionprocess/treePurchasemodePurchasemotivationStock-upbehaviorBranddecisionPurchaserole

Shoppingbehavior(ingeneral)Purchasebehavior(towardscategory)In-storeAtPOSbehaviorAthomeUsagebehaviorShoppingbehaviorPlannedvs.impulsiveWalkingrouteChoiceprocessatfixtureIn-storeinterfacewithshoppers-DM-stockout-restockingPromotionDisplay購(gòu)物者消費(fèi)行為研究報(bào)告第24頁(yè)

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--BiscuitsFlavorBrandPacksizePromotionPriceFlavorBrandPacksizePricePurchasedecisiontree兩種經(jīng)典決議樹: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)；另一個(gè)方式則是先考慮品牌，再考慮口味，規(guī)格等。購(gòu)物者消費(fèi)行為研究報(bào)告第25頁(yè)DecisionTree(ii)Base:Allrespondents/Source:interview+c9-1/c9-2DecisionTreeDecisionTreeDecisionTreeRegularBrands(35%,213)TVAd.(24%,50)Flavor(42%,88)Flavor(54%,27)TVAd.(36%,32)PackSize(46%,40)Price(56%,49)Flavor(45%,276)RegularBrands(35%,107)PackSize(14%,39)TVAd.(48%,51)PackSize(53%,57)Price(68%,73)Price(23%,63)TVAd.(12%,33)RegularBrands(53%,33)PackSize(42%,26)購(gòu)物者消費(fèi)行為研究報(bào)告第26頁(yè)

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--Purchasemode在消費(fèi)餅干時(shí)，通常消費(fèi)者都是在幾個(gè)口味和品牌當(dāng)中進(jìn)行選擇(包含對(duì)新口味首次嘗試和選擇)–60%以上購(gòu)物者會(huì)在少數(shù)幾個(gè)他們以前買過(guò)餅干中選擇。計(jì)劃性和目標(biāo)性購(gòu)置似乎比較常見(jiàn)購(gòu)物者消費(fèi)行為研究報(bào)告第27頁(yè)

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--Purchasemotivation馬上就消費(fèi)/吃家庭貯備其它購(gòu)置誘因包含：有吸引力促銷Attractivepromotion注意到新產(chǎn)品Noticeofnewproducts被孩子糾纏Pesterpowerofkids購(gòu)物者消費(fèi)行為研究報(bào)告第28頁(yè)

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--Stock-upbehavior貯備行為在相當(dāng)程度上是一個(gè)普遍行為模式，尤其是在中年、老年女性購(gòu)物者中貯備原因：Forunexpectedneeds以防不時(shí)之需Assubstituteofmealswhichrequirecooking作為需要烹煮食物替換品Duetoreluctancetoshoppingfrequently不愿意總是來(lái)買Foreconomyorquantitydiscount因?yàn)樵趦r(jià)格上或數(shù)量上折扣Duetorushintime(busylife)因?yàn)槠綍r(shí)太忙貯備行為潛在障礙包含：考慮到產(chǎn)品保質(zhì)期占地方想常變換口味經(jīng)驗(yàn)主義者或是想嘗試新品牌、口味、規(guī)格、種類等以為沒(méi)有貯備需要，因?yàn)楝F(xiàn)在超市和便利店迅猛發(fā)展，買東西已經(jīng)很方便購(gòu)物者消費(fèi)行為研究報(bào)告第29頁(yè)

HighlightofKeyFindings

--ShoppingBehaviors:Pre-store--Branddecision在聯(lián)華去買餅干之前，大部分購(gòu)物者僅知道要買什么種類或什么牌子餅干。而最終決定要買什么口味/規(guī)格/品種則是在貨架前進(jìn)行。Purchaserole作為一個(gè)低卷入度產(chǎn)品，通常決議者就是購(gòu)置者。而有孩子同去購(gòu)物者則會(huì)在孩子糾纏下被孩子所影響。在決定口味、包裝、甚至品牌時(shí)，孩子含有相當(dāng)影響力。購(gòu)物者消費(fèi)行為研究報(bào)告第30頁(yè)HighlightofKeyFindings

Pre-storeCategorydefinitionCategorysegmentationRoleofcategoryStoreselectionShoppingtrip

Plannedvs.impulsiveWalkingrouteChoiceprocessatfixtureIn-storeinterfacewithshoppers-DM-stockout-restockingPromotionDisplay

Shoppingbehavior(ingeneral)Purchasebehavior(towardscategory)In-storeAtPOSbehavior(inLianhua)AthomeUsagebehaviorShoppingbehaviorDecisionprocess/treePurchasemodePurchasemotivationStock-upbehaviorBranddecisionPurchaserole購(gòu)物者消費(fèi)行為研究報(bào)告第31頁(yè)

HighlightofKeyFindings

--ShoppingBehaviors:In-store--Plannedvs.impulsive大部分購(gòu)物者在聯(lián)華購(gòu)物都是有計(jì)劃：他們當(dāng)中大部分僅在腦子里有計(jì)劃而極少會(huì)寫在紙上；通常會(huì)計(jì)劃到品類當(dāng)被問(wèn)到買餅干時(shí)，通常也都是有計(jì)劃。很經(jīng)典地會(huì)計(jì)劃到什么種類和品牌。但在一些情況下，他們計(jì)劃也會(huì)改變：斷貨itwasshortofsupply被促銷吸引，包含被促銷小姐介紹和降價(jià)、折扣注意到新產(chǎn)品noticeofnewproduct購(gòu)物者消費(fèi)行為研究報(bào)告第32頁(yè)P(yáng)urchaseDisposition大部分被訪者在他們以前買過(guò)少數(shù)幾個(gè)餅干中選擇；48%被訪者，尤其是15-24歲會(huì)因?yàn)楹闷娑?gòu)置新產(chǎn)品。大約1/3被訪者，尤其是年紀(jì)較大和女性，會(huì)尤其注意促銷。他們購(gòu)置很大程度上被促銷驅(qū)動(dòng)。購(gòu)物者消費(fèi)行為研究報(bào)告第33頁(yè)Base:Allrespondents/Source:interview+C4IalwaysbuythesamebiscuitsChoosebetweenafewkindsofbiscuitswhichhavingtriedbeforeChoosewhateverbiscuitstakemyfancyevenifnottriedbutrecognizingthenameChoosewhateverbiscuitstakemyfancyevenifnottriedornotrecognizingthename基于我常買品牌是否有促銷BasedonifanyofmypreferredbrandbeingonpromotionIcheckthepromotionsonallbrandsIlookforthecheapestbiscuitsAccordingtomychild(ren)choosesAccordingtootherfamilymemberschoosesAccordingtomyfriendchoosesPurchaseDisposition購(gòu)物者消費(fèi)行為研究報(bào)告第34頁(yè)P(yáng)urchaseDisposition

--ByGender--

Total Male Female

Base 611 114 497

% % %

Ialwaysbuythesamebiscuits 62 57 63 Choosebetweenafewkindsofbiscuitswhichhavingtriedbefore 48 47 48 Choosewhateverbiscuitstakemyfancyevenifnottriedbutrecognizingthename 39 34 40 Choosewhateverbiscuitstakemyfancyevenifnottriedornotrecognizingthename 32 25 33 基于我常買品牌是否有促銷 31 17 34 Basedonifanyofmypreferredbrandbeingonpromotion 18 12 20 Icheckthepromotionsonallbrands 16 12 17 Ilookforthecheapestbiscuits 9 11 9 Accordingtomychild(ren)chooses 6 4 7 Accordingtootherfamilymemberschooses 6 9 5 Accordingtomyfriendchooses

5 5 5

Base:Allrespondents/Source:interview+C4購(gòu)物者消費(fèi)行為研究報(bào)告第35頁(yè)

Total 15-24 25-34 35-44 45-54 55-75 (C) (D) (E) (F) (G)Base 611 153 124 113 140 82 % % % % % % Ialwaysbuythesamebiscuits 62 57 65 62 63 64 Choosebetweenafewkindsofbiscuitswhichhavingtriedbefore 48 54F 50 50 40 41 Choosewhateverbiscuitstakemyfancyevenifnottriedbutrecognizingthename 39 36 39 35 43 40 Choosewhateverbiscuitstakemyfancyevenifnottriedornotrecognizingthename 32 34 25 30 35 33 Basedonifanyofmyregularbrandbeingonpromotion 31 - 29C 64CDFG 43CDG 26CBasedonifanyofmypreferredbrandbeingonpromotion 18 14 16 21 22 19 Icheckthepromotionsonallbrands 16 15 16 15 16 19 Ilookforthecheapestbiscuits 9 18 9 3 6 8 Accordingtomychild(ren)chooses 6 8 3 5 9 7 Accordingtootherfamilymemberschooses 6 5 3 2 6 13DEAccordingtomyfriendchooses

5 2 4 5 8C 9C PurchaseDisposition

--ByAge--Base:Allrespondents/Source:interview+C4購(gòu)物者消費(fèi)行為研究報(bào)告第36頁(yè)ConsiderationsinBiscuitPurchase口味和品牌是被訪者購(gòu)置餅干時(shí)最首要考慮原因，而口味比品牌更主要。價(jià)格和包裝規(guī)格是另兩個(gè)主要原因。不一樣類型被訪者考慮方式不一樣：Differenttypesofrespondentsthinkindifferentways:15-24歲被訪者主要關(guān)心口味respondentsaged15-24mainlyconcernforflavor年紀(jì)較大被訪者更注意品牌和價(jià)格購(gòu)物者消費(fèi)行為研究報(bào)告第37頁(yè)Base:Allrespondents/Source:interview+c10 Topmost Top3 Mean

Base 611 611 611 % % Brand 26 94 3.0 Packagingtype * 84 5.3 Packsize 2 94 4.3 Price 7 89 3.9 Positionontheshelf * 43 7.7 Flavor 63 99 1.8 Advertising 1 69 6.3 Promotion * 66 6.6 Introductionbysalesmen * 35 7.7 In-storedisplays/information * 26 8.4 Rankingscaleused:7-scaling,Thesmallerthemean,themoreimportanttheattributeisConsiderationsinBiscuitPurchase購(gòu)物者消費(fèi)行為研究報(bào)告第38頁(yè)

Total 15-24 25-34 35-44 45-54 55-75 (C) (D) (E) (F) (G)Base 611 153 124 113 140 82 % % % % % %Topmost

Brand 26 16 29C 39CF 24 26 Flavor 63 73E 64 51 61 62Top2Price 35 30 28 28 46CDE 45CDEPacksize 15 9 22CG 18 14 10 Top3Packagingtype 16 22EFG 22EG 10 12 10

ConsiderationsinBiscuitPurchase

--ByAge--Base:Allrespondents/Source:interview+c10購(gòu)物者消費(fèi)行為研究報(bào)告第39頁(yè)FrequencyofBiscuitsPurchase通常來(lái)看，被訪者平均每個(gè)月購(gòu)置餅干4.6次，而年輕人則相對(duì)比中年和老年購(gòu)物者買次數(shù)要多。而在這其中，有3.3次是在聯(lián)華發(fā)生，這暗示著聯(lián)華是銷售餅干主要渠道。購(gòu)物者消費(fèi)行為研究報(bào)告第40頁(yè)Base:Allrespondents/Source:interview+C1-1/C1-2

General

InLianhua frequency supermarketBase 611 611

% % Morethanonceaday(32) - - Onceaday(25) 1 * Every2-3days(12) 17 9 Every4-6days(6) 8 6 Aboutonceaweek(4) 37 26 Every2-3weeks(1.5) 23 28 Aboutonceamonth(1) 11 19 Every2months(0.5) 3 7 Every3months(0.33) 1 3 Every4-5months(0.22) - 1 Every6months(0.17) * 1 Mean(times/month) 4.6 3.3 FrequencyofBiscuitsPurchase購(gòu)物者消費(fèi)行為研究報(bào)告第41頁(yè)Base:Allrespondents/Source:Interview+C1-2

Total Male Female 15-24 25-34 35-44 45-54 55-75 (A) (B) (C) (D) (E) (F) (G) Base 611 114 497 153 124 113 140 82

% % % % % % % % Onceaday(25) * * * - 1 1 - 1 Every2-3days(12) 9 14 8 13 7 13 3 10 Every4-6days(6) 6 7 5 9 10 1 4 2 Aboutonceaweek(4) 26 24 26 30 24 32 18 24 Every2-3weeks(1.5) 28 31 27 25 22 33 32 31 Aboutonceamonth(1) 19 11 20 17 21 12 25 18 Every2months(0.5) 7 5 8 5 8 7 10 9 Every3months(0.33) 3 2 3 1 3 - 5 5 Every4-5months(0.22) 1 1 * - 1 - 2 - Every6months(0.17) 1 3 1 - 4 1 1 - Mean 3.3 3.8 3.2 3.9F 3.2F 3.8F 2.2 3.4FrequencyofBiscuitsPurchaseinLianHua

--ByGender&Age--AgeGender購(gòu)物者消費(fèi)行為研究報(bào)告第42頁(yè)HighlightofKeyFindings

--ShoppingBehaviors:In-store--相對(duì)固定選擇流程在餅干貨架前瀏覽大約1分鐘，(假如是買餅干，在餅干區(qū)域平均花費(fèi)時(shí)間大約是80秒。)查看/比較不超出5個(gè)產(chǎn)品/品種.比較價(jià)格大約60%被訪者喜歡查看聯(lián)華標(biāo)價(jià)，即使他們知道要買餅干會(huì)花多少錢。暗示:在品類管理中，怎樣有效利用貨架從而吸引和促使購(gòu)物者在60秒內(nèi)更加快作出購(gòu)置決定是非常主要。購(gòu)物者消費(fèi)行為研究報(bào)告第43頁(yè)HighlightofKeyFindings

--ShoppingBehaviors:In-store--店內(nèi)溝通方式

In-storePromotion在商店入口處促銷材料成為通知購(gòu)物者有哪些銷售產(chǎn)品另一個(gè)主要信息起源。通常購(gòu)物者都會(huì)注意這么信息。這么促銷材料同時(shí)也在飾演著誘使沖動(dòng)性購(gòu)置角色。購(gòu)物者消費(fèi)行為研究報(bào)告第44頁(yè)Base:Thosewhohaveknownpromotioninformationbeforeshopping/Source:interview+B2-1/B2-2AwarenessofVariousPromotionalMeans:LianhuaNodifferenceexistsbetweenage/gender/martialstatus/havingchildornot.Base:AllrespondentsSource:B2-1Total(n=611)WheredidyoulearnaboutthePromotionsBase 139 % Posterinthewindow 57 Specialpromotionshelf/secondarysitinginstore 40 Promotionlabelinshelf(suchaspromotiontags) 40 Someonetoldme 28 Catalogue/brochurereceivedathome(DM) 28 Otherpromotionposters/scrollsoutsidethestore 24 Promotionlabelinpack 18 Sales/promotionalpersons'introduction 16 Catalogue/brochureatentrance 12 TV/Radio/Newspaperad 3KnownanypromotionsMainreasonOneofthereasonsDon’tknowanypromotionsKnown,butnotareason購(gòu)物者消費(fèi)行為研究報(bào)告第45頁(yè)

HighlightofKeyFindings

--Promotion--Perceivedattractivepromotiontools被購(gòu)物者所認(rèn)知促銷方式主要包含：無(wú)償嘗試/試用/試吃（主要在大賣場(chǎng)中） 無(wú)償樣品幸運(yùn)抽獎(jiǎng)促銷小姐 10%-50%加量不加價(jià)折扣/降價(jià)捆綁（里面有無(wú)償禮品）

大量購(gòu)置可得到額外贈(zèng)予 購(gòu)置指定產(chǎn)品贈(zèng)予禮品搜集外包裝可累計(jì)中獎(jiǎng)會(huì)員制/VIPcard購(gòu)物者消費(fèi)行為研究報(bào)告第46頁(yè)

HighlightofKeyFindings

--Promotion--Perceivedattractivepromotiontools而被認(rèn)為最具吸引力促銷活動(dòng)包含：買一贈(zèng)一捆綁促銷10-50%加量不加價(jià)折扣/降價(jià)除此之外，無(wú)償試吃被證實(shí)非常含有吸引力，尤其是對(duì)餅干而言它影響超出了經(jīng)過(guò)包裝和POP等類似外在信息，能夠給消費(fèi)者一個(gè)更為貼近對(duì)產(chǎn)品體驗(yàn)和感受它被認(rèn)為是一個(gè)用來(lái)介紹新產(chǎn)品有效溝通方式購(gòu)物者消費(fèi)行為研究報(bào)告第47頁(yè)Base:Thosewhohaveknownpromotioninformationbeforeshopping/Source:interview+B2-3/B2-4/B2-5

Known Attractive Attractiveness 1st 2nd 3rd Weighted Promotions Promotions Ratio attractive attractiveIndex

Base 139 139 139 139 139

% % % % % Pricereduction/Discount 83 79 95 44 27 8 100 Getoneextrapackfree 79 71 90 36 22 11 84 Sweepstakepromotion(luckydraw) 52 28 54 6 12 8 26Coupon 37 31 84 3 12 14 24Freeitem/gift 24 17 71 2 8 5 14Shopassistants’introduction/recommendation 7 3 43 - 2 1 3Freesample/product 5 5 100 * 1 2 2 AwarenessandAttractivenessofVariousPromotionMeans:Lianhua在不一樣年紀(jì)/性別/婚姻情況/是否有孩子或其它人群中，對(duì)促銷知曉和促銷吸引力都沒(méi)有區(qū)分。購(gòu)物者消費(fèi)行為研究報(bào)告第48頁(yè)AwarenessandAttractivenessofBiscuitPromotionsBase:Allrespondents/Source:interview+C20-1/C20-2 Effective 1st 2nd 3rd Weighted Promotions Promotion Promotion Promotion Index

Base 611 611 611 611 611

% % % % Pricereduction/Discount 74 28 23 13 100 Getoneextrapackfree-samekindofbiscuit 64 23 22 12 87 Freetasting/tastingbeforebuying 63 24 13 12 77 Getoneextrapackfree-otherkindsofbiscuit 47 10 15 11 50 Coupon 30 2 7 10 21 Getoneextrapackfree-non-biscuitproduct 29 2 6 7 17 Freesample/product 26 4 4 9 20 Sweepstakepromotion(luckydraw) 18 3 2 5 13 Shopassistantsintroduction/recommendation 16 2 2 4 10RankingImpactonbehaviour購(gòu)物者消費(fèi)行為研究報(bào)告第49頁(yè)AttractivenessofBiscuitPromotions

--ByGender/Age--

total Male Female 15-24 25-34 35-44 45-54 55-75 (A) (B) (C) (D) (E) (F) (G)Base 611 114* 497 153 124* 113* 140 82* % % % % % % % % Pricereduction/Discount 74 67 75 74 76 67 81EG 66 得到額外產(chǎn)品贈(zèng)予

-一樣餅干 64 52 66A 54 68C 68C 67C 64 Getoneextrapackfree-otherkindsofbiscuit 47 41 48 44 48 52 45 43 Getoneextrapackfree-non-biscuitproduct 29 30 28 30 27 29 29 26 Freetasting/tastingbeforebuying 63 63 63 64 61 62 66 61 Sweepstakepromotion(luckydraw) 18 15 18 15 19 21 20 10 Coupon 30 27 30 31 25 29 32 31 Shopassistantsintroduction/recommendation 16 15 16 14 14 15 17 22 Freesample/product 26 24 27 30 28 19 32EG 18GenderAgeBase:Allrespondents/Source:interview+C8購(gòu)物者消費(fèi)行為研究報(bào)告第50頁(yè)AttractivenessofBiscuitPromotions

--ByMonthlyIncome(RMB)--

Total 500- 500-499 1500+ - -3499 3500+ (A) (B) (C) (E) (F) (G) Base 611 151 279 177 116 288 205 % % % % % % % Pricereduction/Discount 74 80C 78C 62 84FG 73 69 Getoneextrapackfree-samekindofbiscuit 64 61 70C 56 67 65 61 Getoneextrapackfree-otherkindsofbiscuit 47 44 47 47 39 50 45 得到額外產(chǎn)品-非餅干產(chǎn)品 29 28 29 28 19 30E 32E Freetasting/tastingbeforebuying 63 64 62 64 60 66 60 Sweepstakepromotion(luckydraw) 18 22 17 14 22 14 19 優(yōu)惠券 30 32 27 32 38F 26 30 Shopassistantsintroduction/recommendation 16 13 14 21 16 12 21 Freesample/product 26 25 22 35B 21 25 31 PersonalMonthlyIncomeHouseholdMonthlyIncomeBase:Allrespondents/Source:interview+C8購(gòu)物者消費(fèi)行為研究報(bào)告第51頁(yè)理想餅干貨架需要要素理想餅干貨架需要要素主要以下:靠近擺放蛋卷、薩其馬、派和米餅零食區(qū)域銷售最好品牌擺放在主要貨架最右邊或最左邊，這主要看店內(nèi)情況。大規(guī)格包裝放在貨架最上層，以作為餅干貨架輔助標(biāo)志/指示小規(guī)格包裝餅干應(yīng)該放在視線以內(nèi)，同時(shí)應(yīng)該把印有品牌標(biāo)志一面向外以使購(gòu)物者能夠看到同一品牌不一樣種類應(yīng)該水平陳列，同時(shí)在不一樣種類/口味間應(yīng)該有顯著界限同一個(gè)類/口味不一樣包裝規(guī)格應(yīng)該垂直陳列，把最大規(guī)格紙盒裝（如家庭裝）放在貨架最上層，把中等規(guī)格放在中間。把小規(guī)格放在低一點(diǎn)貨架上。較大塑料袋裝最好放在貨架最底層。給兒童商品放在貨架第三、四層（自下而上）購(gòu)物者消費(fèi)行為研究報(bào)告第52頁(yè)

HighlightofKeyFindings

--DisplayofBiscuitCategory--Brand2Variant1-MVariant2-MVariant3-MBrand3Variant1-MVariant2-MVariant3-MBrand1Variant1-MVariant2-MVariant3-MBrand2Variant1-SVariant2-SVariant3-SBrand3Variant1-SVariant2-SVariant3-SBrand1Variant1-SVariant2-SVariant3-SBrand2Variant1-MVariant2-MVariant3-MBrand3Variant1-MVariant2-MVariant3-MBrand1Variant1-MVariant2-MVariant3-MUpperLevelMiddleLevelsLowerLevelBrand2Variant1-FVariant2-FVariant3-FBrand3Variant1-F/Variant2-FVariant3-FBrand1Variant1-FVariant2-FVariant3-FShelfTopBrand2Variant1-LVariant2-LVariant3-LBrand3Variant1-LVariant2-LVariant3-LBrand1Variant1-LVariant2-LVariant3-LShelfBottomPerceivedidealdisplay-PlanogramF=FamilyPackorExtraLargePack(box)L=LargePackM=MediumPackS=SmallPack購(gòu)物者消費(fèi)行為研究報(bào)告第53頁(yè)SampleDisplayWorkedOutbyShoppersBoxorcannedatthislevelSoftorplasticpacksatthislevel購(gòu)物者消費(fèi)行為研究報(bào)告第54頁(yè)Base:Allrespondents/Source:interview+c12-1/c12-2Displayof

biscuitby…..Brandor

Manufacturer(52%)Flavor(44%)Flavor(20%)Type(22%)Type(23%)P-size(20%)Type(43%)P-size(35%)Flavor(39%)P-size(23%)Type(30%)Flavor(48%)Brandor

Manufacturer(39%)Brandor

Manufacturer(62%)Flavor(50%)Type(40%)Brandor

Manufacturer(42%)Type(41%)P-size(43%)Brandor

Manufacturer(78%)IdealDisplay:theLogic(i)購(gòu)物者消費(fèi)行為研究報(bào)告第55頁(yè)

HighlightofKeyFindings

--AttitudetoNewProducts--近50%購(gòu)物者歡迎新產(chǎn)品。他們會(huì)在一些吸引他們餅干中選擇，即使以前沒(méi)有嘗試過(guò)。購(gòu)物者對(duì)新產(chǎn)品