達(dá)能的消費(fèi)者購(gòu)物研究

1、編輯ppt 購(gòu)物者研究報(bào)告摘要購(gòu)物者研究報(bào)告摘要 20 201 12 2年年1212月月編輯ppt主要內(nèi)容n項(xiàng)目介紹Introduction n研究目的Research objectivesn研究方法Methodologyn樣本標(biāo)準(zhǔn)Respondent Criterian主要發(fā)現(xiàn)Key Findingsn餅干品類定義和細(xì)分Category Definition and Segmentationn餅干品類購(gòu)買習(xí)慣和行為Category Shopping Habits and Behaviorn對(duì)店內(nèi)促銷的態(tài)度n理想貨架陳列n對(duì)新產(chǎn)品的態(tài)度編輯ppt簡(jiǎn)介簡(jiǎn)介Introduction編輯ppt研究目

2、的Research Objectivesn通過(guò)這次研究，達(dá)能期望能夠達(dá)成以下兩方面目的：n研究購(gòu)物者在連鎖型超市的購(gòu)買行為與態(tài)度n探詢目前的餅干貨架陳列在何種程度上符合了消費(fèi)者在連鎖超市一般購(gòu)物行為的需要n在更深程度上來(lái)說(shuō)，此次研究主要為使以下品類管理手段更易實(shí)施與開(kāi)展：n通過(guò)清除低流轉(zhuǎn)率的產(chǎn)品以改進(jìn)目前的商品分類n增加貨架價(jià)值以最大化單次購(gòu)買金額n提高貨架吸引力以增加沖動(dòng)性購(gòu)買機(jī)會(huì)n找到一種合理的由消費(fèi)者定義的餅干品類細(xì)分n最小化斷貨帶來(lái)的不良影響編輯ppt研究方法Methodologyn12 組陪同購(gòu)物，選定的消費(fèi)者每月光顧聯(lián)華在三次或以上n6組小型（4人）焦點(diǎn)座談，選定的消費(fèi)者每月光顧聯(lián)

3、華在三次或以上 n600份店內(nèi)攔截式定點(diǎn)訪談 n店內(nèi)攔截訪談過(guò)程中進(jìn)行現(xiàn)場(chǎng)錄象觀察編輯ppt樣本標(biāo)準(zhǔn): 陪同購(gòu)物被被訪訪者者定定義義： 人人數(shù)數(shù) 性性別別 年年齡齡 有有無(wú)無(wú)孩孩子子 餅餅干干購(gòu)購(gòu)買買中中的的角角色色 女 18-24 無(wú) 餅干購(gòu)買者與使用者 1 男 18-24 無(wú) 餅干購(gòu)買者與使用者 1 女 25-34 無(wú) 餅干購(gòu)買者與使用者 1 女 25-34 3-6 歲間 餅干購(gòu)買者與使用者, 孩子是主要使用者 1 女 25-34 7-10 yrs 餅干購(gòu)買者與使用者, 孩子是主要使用者 1 男 25-34 Not applicable 餅干購(gòu)買者與使用者 1 女 35-44 10-13

4、yrs 餅干購(gòu)買者與使用者, 孩子是主要使用者 1 女 35-44 14-17 yrs 餅干購(gòu)買者與使用者, 孩子是主要使用者 1 男 35-44 Not applicable 餅干購(gòu)買者與使用者 1 女 45-49 Not applicable 餅干購(gòu)買者與使用者 為全家購(gòu)買餅干 1 女 50-54 Not applicable 餅干購(gòu)買者與使用者 為全家購(gòu)買餅干 1 男 45-54 Not applicable 餅干購(gòu)買者與使用者 為全家購(gòu)買餅干 1 編輯ppt樣本標(biāo)準(zhǔn):小型焦點(diǎn)座談nGroup 1: 18-24間女性，餅干購(gòu)買決策者，個(gè)人消費(fèi)nGroup 2: 18-24間男性，餅干購(gòu)買

5、決策者，個(gè)人消費(fèi)nGroup 3: 25-34女性，餅干購(gòu)買決策者，為個(gè)人和家庭消費(fèi)購(gòu)買，一半有一個(gè)37歲間的孩子，孩子是主要的餅干使用者nGroup 4: 35-44女性，有一個(gè)7-13歲間的孩子，餅干購(gòu)買決策者，為個(gè)人和家庭消費(fèi)購(gòu)買； nGroup 5: 35-44男性， 餅干購(gòu)買決策者，為個(gè)人和家庭消費(fèi)購(gòu)買；nGroup 6: 45-54男女混合組，餅干購(gòu)買決策者，為個(gè)人和家庭消費(fèi)購(gòu)買。編輯ppt樣本標(biāo)準(zhǔn)：店內(nèi)訪談n所有經(jīng)過(guò)或有目的地停留在餅干貨架前的購(gòu)物者編輯ppt樣本標(biāo)準(zhǔn)：店內(nèi)錄象觀察n所有經(jīng)過(guò)或有目的停留在餅干貨架前的購(gòu)物者編輯ppt主要發(fā)現(xiàn)主要發(fā)現(xiàn)編輯pptHighlight o

6、f Key Findings n從品類管理的角度來(lái)說(shuō)，可以把購(gòu)物行為定義為是一個(gè)包含了三個(gè)階段的過(guò)程：從品類管理的角度來(lái)說(shuō)，可以把購(gòu)物行為定義為是一個(gè)包含了三個(gè)階段的過(guò)程：在家里，到店之前，在店內(nèi)。在家里，到店之前，在店內(nèi)。 It is the process that constitutes the analyticalframework of the management summary. 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)買行為(針對(duì)品類)In-store在貨架前的行為At home使用行為rShopping behavior決策流程/決策樹(shù)

7、購(gòu)買模式購(gòu)買動(dòng)機(jī)儲(chǔ)備行為品牌決策購(gòu)買角色 計(jì)劃性和沖動(dòng)性行走路線 相對(duì)固定的選擇流程I店內(nèi)其他影響因素-DM-stock out-restocking促銷陳列編輯pptHighlight of Key Findings Pre-storeCategory definitionCategory segmentationRole of categoryStore selectionShopping tripShoppingbehavior(in general)Purchasebehavior(towards category)In-storeAt POSbehaviorAt homeUsageb

8、ehaviorShopping behaviorDecision process/ treePurchase modePurchase motivationStock-up behaviorBrand decisionPurchase role Planned vs. impulsiveWalking route Choice process at fixtureIn-store interface with shoppers-DM-stock out-restockingPromotionDisplay編輯ppt Category definitionn上海的消費(fèi)者把餅干定義為“點(diǎn)心”的一個(gè)

9、子品類?；蛘哒f(shuō)定義為是一個(gè)介于主食和零食之間的一系列產(chǎn)品。n對(duì)餅干的定義包括三個(gè)層次，核心的餅干、豐富后的餅干、擴(kuò)張后的餅干，這個(gè)定義其實(shí)也反應(yīng)了中國(guó)市場(chǎng)上餅干的演化過(guò)程。點(diǎn)心在概念上與通常的糕點(diǎn)接近，但與中國(guó)其他地區(qū)不同的是上海居民把點(diǎn)心定義為一個(gè)包括了象餃子、餛飩等僅被作為主食或零食的食品，這里的點(diǎn)心具有更為廣的范疇。 Highlight of Key Findings - Biscuit Category Definition -編輯ppt Highlight of Key Findings - Biscuit Category Definition -BreadJiaoziWonton

10、CakeChart 1編輯ppt Highlight of Key Findings - Biscuit Category Definition -CakeJiaoziWontonBreadRice crackerSaqimaPieEgg rollsTraditional sweet biscuitsTraditional savory biscuitsDianxinCookieWaferSandwich biscuitsSoda biscuitsDigestive biscuitsChart 2編輯ppt Highlight of Key Findings -Biscuit Category

11、 Segmentation -n消費(fèi)者對(duì)餅干的細(xì)分和當(dāng)前通常的制造商對(duì)餅干的細(xì)分基本上類似；n消費(fèi)者對(duì)餅干的定義主要基于以下原則： 味覺(jué): sweet vs. savoryn產(chǎn)品形狀和外觀: single-layer vs. multi-layer (sandwich)n潮流: traditional biscuits vs. cookien功能性利益點(diǎn): biscuits closer to main meal vs. biscuits closer to snack n典型的由消費(fèi)者定義的餅干子品類如下： 咸餅干n甜餅干n威化n曲奇See Chart 3 on next pageCateg

12、ory definition編輯ppt Highlight of Key Findings -Biscuit Category Segmentation -CookiesConventionalsweet biscuitsSweet SandwichWaferSweetSodaSavoryOther sweet biscuits, such as milk,chocolate.Conventional savory biscuitsAugmented BiscuitsSandwichChart 3編輯pptBase: All respondents / Source: interview +

13、d2-1+d2-2 Category Segmentation: Joint Mapping of Name and Products Products Falling into Enriched Biscuit Concept - Chocolate Chips CookiesOreo Chocolate SandwichBreakfast Wheat CookieDanone TUC YYSandwichDanone Tiki TartletNissin Glico VegetableCrackersKSF 3+2 Soda SandwichDanone Prince ChocolateC

14、ookieNabisco Ritz BiscuitJiaShiLi Onion SodaDanone TUC OriginalFamilyDanmark Kjeldenses CookieDanone High-Ca SodaKSF Savory BiscuitsHuamel FuGuiLan cookieNestle Chocolate WaferPacific Salty Soda BiscuitDanone milk crackerKeebler Cream WaferBright Chocolate WaferGarden Morning Tea MilkBiscuitKeelber

15、Milk ArrowrootBiscuitKeebler Digestive Biscuit Sweet Milk Chocolate Savory Sandwich Cookie Soda Wafer-1.000-0.5000.0000.5001.0001.5002.000-1.500-1.000-0.5000.0000.5001.0001.5002.000Dimension 1 (37.2% variance explained)Dimension 2 (27.9% variance explained)編輯pptHighlight of Key Findings Pre-storeCat

16、egory definitionCategory segmentationRole of categoryStore selectionShopping tripShoppingbehavior(in general)Purchasebehavior(towards category)In-storeAt POSbehaviorAt homeUsagebehaviorShopping behaviorDecision process/ treePurchase modePurchase motivationStock-up behaviorBrand decisionPurchase role

17、 Planned vs. impulsiveWalking route Choice process at fixtureIn-store interface with shoppers-DM-stock out-restockingPromotionDisplay編輯ppt Highlight of Key Findings - Shopping Behaviors: Pre-store - Role of Biscuitn通常，餅干作為一個(gè)多面性的產(chǎn)品，70%的人把它當(dāng)作正餐之間的充饑食品，50%的人只把它當(dāng)作休閑娛樂(lè)食品-具有零食的特點(diǎn)；n一些年輕人在偶然的情況下會(huì)傾向于把餅干作為主食的

18、替代品。編輯pptBase: All respondents / Source: interview + C5 70705050494911119 99 95 50 05050100100Appeasing my hunger between mealsEating just for pleasure作為早餐作為早餐GiftReplacement of meal (excluding breakfast)Enjoying with friendsEntertaining guests/friendsRole of Biscuit編輯pptTotal15-2425-3435-4445-5455-

19、75(C)(D)(E)(F)(G)Base61115312411314082%Appeasing my hunger between meals705669C75C77C80CEating just for pleasure504955G62FG4436As breakfast494745485452Gift115111119C12Replacement of meal(excluding breakfast)915DG68105Enjoying with friends927DEFG7F213Entertaining guests/friends566544Eat as dim sum312

20、435Role of Biscuit-By Age-Base: All respondents / Source: interview + C5 編輯pptTotalMaleFemaleSingleMarriedBase611114497189422%Appeasing my hunger between meals7060735776Eating just for pleasure5044514950As breakfast4939514651Gift11712713Replacement of meal(excluding breakfast) 9119147Enjoying with f

21、riends9128233Entertaining guests/friends56574Eat as dim sum310123Role of Biscuit-By Gender/Martial Status-Base: All respondents / Source: interview + C5 編輯pptHighlight of Key Findings Pre-storeCategory definitionCategory segmentationRole of categoryStore selectionShopping tripDecision process/ treeP

22、urchase modePurchase motivationStock-up behaviorBrand decisionPurchase role Shoppingbehavior(in general)Purchasebehavior(towards category)In-storeAt POSbehaviorAt homeUsagebehaviorShopping behaviorPlanned vs. impulsiveWalking route Choice process at fixtureIn-store interface with shoppers-DM-stock o

23、ut-restockingPromotionDisplay編輯ppt Highlight of Key Findings - Shopping Behaviors: Pre-store -FlavorBrandPack sizePromotionPriceFlavorBrandPack sizePricePurchase decision tree兩種典型的決策樹(shù):n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)；n另一種方式則是先考慮品牌，再考慮口味，規(guī)格等。編輯pptDecision Tree (ii)Base: All respondents / Source: intervie

24、w + c9-1/c9-2Decision TreeDecision TreeDecision TreeRegular 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 Bran

25、ds(53%, 33)Pack Size(42%,26)編輯ppt Highlight of Key Findings - Shopping Behaviors: Pre-store - Purchase moden在消費(fèi)餅干時(shí)，通常消費(fèi)者都是在幾種口味和品牌當(dāng)中進(jìn)行選擇 (包括對(duì)新口味的首次嘗試和選擇) 60%以上的購(gòu)物者會(huì)在少數(shù)幾個(gè)他們以前買過(guò)的餅干中選擇。n計(jì)劃性和目的性的購(gòu)買似乎比較常見(jiàn)編輯ppt Highlight of Key Findings - Shopping Behaviors: Pre-store - Purchase motivationn立即就消費(fèi)/吃n家庭儲(chǔ)備n其他

26、購(gòu)買誘因包括：n有吸引力的促銷Attractive promotionn注意到新產(chǎn)品Notice of new productsn被孩子糾纏Pester power of kids編輯ppt Highlight of Key Findings - Shopping Behaviors: Pre-store - Stock-up behaviorn儲(chǔ)備行為在相當(dāng)程度上是一個(gè)普遍的行為模式，尤其是在中年、老年的女性購(gòu)物者中n儲(chǔ)備的原因：nFor unexpected needs以防不時(shí)之需nAs substitute of meals which require cooking作為需要烹煮的食物的

27、替代品nDue to reluctance to shopping frequently不愿意總是來(lái)買nFor economy or quantity discount因?yàn)樵趦r(jià)格上或數(shù)量上的折扣nDue to rush in time (busy life)由于平時(shí)太忙n儲(chǔ)備行為的潛在障礙包括：n考慮到產(chǎn)品的保質(zhì)期n占地方n想常變換口味n經(jīng)驗(yàn)主義者或是想嘗試新的品牌、口味、規(guī)格、種類等n覺(jué)得沒(méi)有儲(chǔ)備的需要，因?yàn)楝F(xiàn)在超市和便利店的迅猛發(fā)展，買東西已經(jīng)很方便編輯ppt Highlight of Key Findings - Shopping Behaviors: Pre-store - Brand

28、 decisionn在聯(lián)華去買餅干之前，大部分的購(gòu)物者僅知道要買什么種類的或什么牌子的餅干。而最終決定要買什么口味/規(guī)格/品種則是在貨架前進(jìn)行的。 Purchase rolen作為一個(gè)低卷入度的產(chǎn)品，通常決策者就是購(gòu)買者。n而有孩子同去的購(gòu)物者則會(huì)在孩子的糾纏下被孩子所影響。在決定口味、包裝、甚至品牌時(shí)，孩子具有相當(dāng)?shù)挠绊懥?。編輯pptHighlight of Key Findings Pre-storeCategory definitionCategory segmentationRole of categoryStore selectionShopping trip Planned vs.

29、 impulsiveWalking route Choice process at fixtureIn-store interface with shoppers-DM-stock out-restockingPromotionDisplay Shoppingbehavior(in general)Purchasebehavior(towards category)In-storeAt POSbehavior(in Lianhua)At homeUsagebehaviorShopping behaviorDecision process/ treePurchase modePurchase m

30、otivationStock-up behaviorBrand decisionPurchase role 編輯ppt Highlight of Key Findings - Shopping Behaviors: In-store - Planned vs. impulsiven大部分的購(gòu)物者在聯(lián)華購(gòu)物都是有計(jì)劃的：n他們當(dāng)中的大部分僅在腦子里有計(jì)劃而很少會(huì)寫(xiě)在紙上；n通常會(huì)計(jì)劃到品類n當(dāng)被問(wèn)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。n但在一些情況下，他們的計(jì)劃也會(huì)改變：n斷貨it was short of supply n被促銷吸引，包括被促銷小姐介紹和降價(jià)、折扣n注

31、意到新產(chǎn)品notice of new product編輯pptPurchase Dispositionn大部分的被訪者在他們以前買過(guò)的少數(shù)幾種餅干中選擇；n48%的被訪者，尤其是15-24歲的會(huì)由于好奇而購(gòu)買新產(chǎn)品。n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(gòu)買很大程度上被促銷驅(qū)動(dòng)。編輯pptBase: All respondents / Source: interview + C4 39396262484832321818313116165 59 96 66 60 05050100100I always buy the same biscuitsChoose bet

32、ween a few kinds of biscuits which having tried beforeChoose whatever biscuits take my fancy even if not tried but recognizing the nameChoose 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基于我常買的品牌是否有促銷Based on if any of my preferred brand being on promotio

33、nI check the promotions on all brandsI look for the cheapest biscuitsAccording to my child(ren) choosesAccording to other family members choosesAccording to my friend choosesPurchase Disposition編輯pptPurchase Disposition -By Gender-TotalMaleFemaleBase611114497%I always buy the same biscuits 625763Cho

34、ose between a few kinds of biscuits which having tried before 484748Choose whatever biscuits take my fancy even if not tried but recognizing the name 393440Choose whatever biscuits take my fancy even if not tried or not recognizing the name 322533基于我常買的品牌是否有促銷311734Based on if any of my preferred br

35、and being on promotion 181220I check the promotions on all brands 161217I look for the cheapest biscuits 9119According to my child(ren) chooses 647According to other family members chooses 695According to my friend chooses 555Base: All respondents / Source: interview + C4 編輯pptTotal15-2425-3435-4445

36、-5455-75(C)(D)(E)(F)(G)Base61115312411314082%I always buy the same biscuits 625765626364Choose between a few kinds of biscuits which having tried before 4854F50504041Choose whatever biscuits take my fancy even if not tried but recognizing the name 393639354340Choose whatever biscuits take my fancy e

37、ven if not tried or not recognizing the name 323425303533Based on if any of my regular brand being on promotion 31-29C64CDFG43CDG26CBased on if any of my preferred brand being on promotion 181416212219I check the promotions on all brands 161516151619I look for the cheapest biscuits 9189368According

38、to my child(ren) chooses 683597According to other family members chooses 6532613DEAccording to my friend chooses 52458C9CPurchase Disposition -By Age-Base: All respondents / Source: interview + C4 編輯pptConsiderations in Biscuit Purchasen口味和品牌是被訪者購(gòu)買餅干時(shí)最首要考慮的因素，而口味比品牌更重要。n價(jià)格和包裝規(guī)格是另兩個(gè)重要的因素。n不同類型的被訪者考慮的

39、方式不同：Different types of respondents think in different ways:n15-24歲的被訪者主要關(guān)心口味respondents aged 15-24 mainly concern for flavorn年紀(jì)較大的被訪者更注意品牌和價(jià)格編輯pptBase: All respondents / Source: interview + c10Top mostTop 3MeanBase611611611%Brand26943.0Packaging type*845.3Pack size2944.3Price7893.9Position on the s

40、helf*437.7Flavor63991.8Advertising1696.3Promotion*666.6Introduction by salesmen*357.7In-store displays /information*268.4 Ranking scale used: 7-scaling, The smaller the mean, the more important the attribute isConsiderations in Biscuit Purchase編輯pptTotal15-2425-3435-4445-5455-75(C)(D)(E)(F)(G)Base61

41、115312411314082%Top most Brand261629C39CF2426Flavor6373E64516162Top 2Price3530282846CDE45CDEPack size15922CG181410Top 3 Packaging type1622EFG22EG101210Considerations in Biscuit Purchase-By Age-Base: All respondents / Source: interview + c10編輯pptFrequency of Biscuits Purchasen通常來(lái)看，被訪者平均每月購(gòu)買餅干4.6次，而年輕

42、人則相對(duì)比中年和老年的購(gòu)物者買的次數(shù)要多。n而在這其中，有3.3次是在聯(lián)華發(fā)生的，這暗示著聯(lián)華是銷售餅干的主要渠道。編輯pptBase: All respondents / Source: interview + C1-1/C1-2General In Lianhua frequency supermarket Base611611%More than once a day (32)-Once a day (25)1*Every 2-3 days (12)179Every 4-6 days (6)86About once a week (4)3726Every 2-3 weeks (1.5)2

43、328About once a month (1)1119Every 2 months (0.5)37Every 3 months (0.33)13Every 4-5 months (0.22)-1Every 6 months (0.17)*1Mean(times/month)4.63.3Frequency of Biscuits Purchase編輯pptBase: All respondents / Source: Interview + C1-2TotalMaleFemale15-24 25-34 35-44 45-54 55-75(A)(B)(C)(D)(E)(F)(G)Base611

44、11449715312411314082%Once a day (25)*-11-1Every 2-3 days (12)914813713310Every 4-6 days (6)675910142About once a week (4)2624263024321824Every 2-3 weeks (1.5)2831272522333231About once a month (1)1911201721122518Every 2 months (0.5)758587109Every 3 months (0.33)32313-55Every 4-5 months (0.22)11*-1-2

45、-Every 6 months (0.17)131-411-Mean3.9F3.2F3.8F2.23.4Frequency of Biscuits Purchase in Lian Hua -By Gender & Age-AgeGender編輯pptHighlight of Key Findings - Shopping Behaviors: In-store - 相對(duì)固定的選擇流程相對(duì)固定的選擇流程n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。)n查看/比較不超過(guò)5個(gè)產(chǎn)品/品種. n比較價(jià)格n大約60%的被訪者喜歡查看聯(lián)華的

46、標(biāo)價(jià)，即使他們知道要買的餅干會(huì)花多少錢。暗示暗示: 在品類管理中，如何有效利用貨架從而吸引和促使購(gòu)物者在60秒內(nèi)更快的作出購(gòu)買決定是非常重要的。編輯pptHighlight of Key Findings - Shopping Behaviors: In-store - 店內(nèi)溝通方式店內(nèi)溝通方式 nIn-store Promotionn在商店入口處的促銷材料成為告知購(gòu)物者有哪些銷售產(chǎn)品的另一個(gè)重要信息來(lái)源。n通常購(gòu)物者都會(huì)注意這樣的信息。 n這樣的促銷材料同時(shí)也在扮演著誘使沖動(dòng)性購(gòu)買的角色。編輯pptBase: Those who have known promotion informatio

47、n before shopping / Source: interview + B2-1/ B2-2Awareness of Various Promotional Means: LianhuaNo difference exists between age/gender/martial status/having child or not.Base: All respondents Source: B2-13%3%17%77%Total(n=611)Where did you learn about the PromotionsBase139%Poster in the window57Sp

48、ecial promotion shelf /secondary siting in store40Promotion label in shelf (such as promotion tags)40Someone told me28Catalogue/brochure received at home(DM)28Other promotion posters/scrolls outside the store24Promotion label in pack18Sales/promotional persons introduction16Catalogue/brochure at ent

49、rance12TV/Radio/Newspaper ad3Known any promotionsMain reasonOne of the reasonsDont know any promotionsKnown, but not a reason編輯ppt Highlight of Key Findings - Promotion - Perceived attractive promotion toolsn被購(gòu)物者所認(rèn)知的促銷方式主要包括：n免費(fèi)嘗試/試用/試吃（主要在大賣場(chǎng)中）n免費(fèi)樣品n幸運(yùn)抽獎(jiǎng)n促銷小姐n10% - 50% 的加量不加價(jià)n折扣/降價(jià)n捆綁（里面有免費(fèi)禮品）n大量購(gòu)買

50、可得到額外的贈(zèng)送n購(gòu)買指定產(chǎn)品贈(zèng)送禮品n收集外包裝可累計(jì)中獎(jiǎng)n會(huì)員制/VIP card編輯ppt Highlight of Key Findings - Promotion - Perceived attractive promotion toolsn而被認(rèn)為最具吸引力的促銷活動(dòng)包括：n買一贈(zèng)一n捆綁促銷n10 - 50%的加量不加價(jià)n折扣/降價(jià)n除此之外，免費(fèi)試吃被證明非常具有吸引力，尤其是對(duì)餅干而言n它的影響超出了通過(guò)包裝和POP等類似的外在信息，可以給消費(fèi)者一個(gè)更為貼近的對(duì)產(chǎn)品的體驗(yàn)和感受n它被認(rèn)為是一種用來(lái)介紹新產(chǎn)品的有效溝通方式編輯pptBase: Those who have kn

51、own promotion information before shopping / Source: interview + B2-3/B2-4/B2-5Known Attractive Attractiveness1st 2nd 3rd WeightedPromotions PromotionsRatioattractive attractive IndexBase139139139139139%Price reduction/Discount83799544278100Get one extra pack free79719036221184Sweepstake promotion (l

52、ucky draw)522854612826Coupon3731843121424Free item/gift24177128514Shop assistants introduction/recommendation7343-213Free sample/product55100*122Awareness and Attractiveness of Various Promotion Means: Lianhua在不同的年齡在不同的年齡/性別性別/婚姻狀況婚姻狀況/是否有孩子或其他的人群中，對(duì)促銷的知曉和促銷的吸引力都沒(méi)有區(qū)別。是否有孩子或其他的人群中，對(duì)促銷的知曉和促銷的吸引力都沒(méi)有區(qū)別。

53、編輯pptAwareness and Attractiveness of Biscuit PromotionsBase: All respondents / Source:interview + C20-1/C20-2Effective 1st 2nd 3rd Weighted Promotions Promotion Promotion Promotion IndexBase611611611611611%Price reduction /Discount74282313100Get one extra pack free -same kind of biscuit6423221287Fre

54、e tasting/ tasting before buying6324131277Get one extra pack free -other kinds of biscuit4710151150Coupon30271021Get one extra pack free -non-biscuit product2926717Free sample/product2644920Sweepstake promotion (lucky draw)1832513Shop assistants introduction/recommendation1622410RankingImpact on beh

55、aviour編輯pptAttractiveness of Biscuit Promotions -By Gender/Age-totalMaleFemale15-24 25-34 35-44 45-54 55-75(A)(B)(C)(D)(E)(F)(G)Base611114*497153124*113*14082*%Price reduction /Discount74677574766781EG66得到額外的產(chǎn)品贈(zèng)送-同樣的餅干645266A5468C68C67C64Get one extra pack free-other kinds of biscuit4741484448524543

56、Get one extra pack free-non-biscuit product2930283027292926Free tasting/ tasting before buying6363636461626661Sweepstake promotion (lucky draw)1815181519212010Coupon3027303125293231Shop assistants introduction/recommendation1615161414151722Free sample/product26242730281932EG18GenderAgeBase: All resp

57、ondents / Source: interview + C8編輯pptAttractiveness of Biscuit Promotions -By Monthly Income(RMB)-Total500-500-499 1500+2000- 2000 -3499 3500+(A)(B)(C)(E)(F)(G)Base611151279177116288205%Price reduction /Discount7480C78C6284FG7369Get one extra pack free-same kind of biscuit646170C56676561Get one extr

58、a pack free-other kinds of biscuit47444747395045得到額外的產(chǎn)品-非餅干產(chǎn)品292829281930E32EFree tasting/ tasting before buying63646264606660Sweepstake promotion (lucky draw)18221714221419優(yōu)惠券3032273238F2630Shop assistants introduction/recommendation16131421161221Free sample/product26252235B212531Personal Monthly I

59、ncomeHousehold Monthly IncomeBase: All respondents / Source: interview + C8編輯ppt理想餅干貨架需要的要素n理想餅干貨架需要的要素主要如下:n靠近擺放蛋卷、薩其馬、派和米餅的零食區(qū)域n銷售最好的品牌擺放在主要貨架的最右邊或最左邊，這主要看店內(nèi)的情況。大規(guī)格的包裝放在貨架最上層，以作為餅干貨架的輔助標(biāo)志/指示n小規(guī)格包裝的餅干應(yīng)該放在視線以內(nèi)，同時(shí)應(yīng)該把印有品牌標(biāo)志的一面向外以使購(gòu)物者可以看到n同一品牌的不同種類應(yīng)該水平陳列，同時(shí)在不同種類/口味間應(yīng)該有明顯的界限n同一種類/口味的不同包裝規(guī)格應(yīng)該垂直陳列，把最大規(guī)格的紙

60、盒裝（如家庭裝）放在貨架最上層，把中等規(guī)格的放在中間。把小規(guī)格的放在低一點(diǎn)的貨架上。較大的塑料袋裝的最好放在貨架最底層。n給兒童的商品放在貨架的第三、四層（自下而上）編輯ppt Highlight of Key Findings - Display of Biscuit Category -Brand 2Variant 1-MVariant 2-MVariant 3-MBrand 3Variant 1-MVariant 2-MVariant 3-MBrand 1Variant 1-MVariant 2-MVariant 3-MBrand 2Variant 1-SVariant 2-SVariant 3