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购物研究——达能

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消费者分析  
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我们要去 购物者研究报告摘要 哪? 2002 年 12 月 主要内容  项目介绍 Introduction  研究目的 Research objectives  研究方法 Methodology  样本标准 Respondent Criteria  主要发现 Key Findings  饼干品类定义和细分 Category Definition and Segmentation  饼干品类购买习惯和行为 Category Shopping Habits and Beh avior  对店内促销的态度  理想货架陈列  对新产品的态度 简介 Introduction 研究目的 Research Objectives  通过这次研究,达能期望能够达成以下两方面目的:  研究购物者在连锁型****的购买行为与态度  探询目前的饼干货架陈列在何种程度上符合了消费者在连锁 ****一般购物行为的需要  在更深程度上来说,此次研究主要为使以下品类管理手段更易实 施与开展:  通过清除低流转率的产品以改进目前的商品分类  增加货架价值以最大化单次购买金额  提高货架吸引力以增加冲动性购买机会  找到一种合理的由消费者定义的饼干品类细分  最小化断货带来的不良影响 研究方法 Methodology  12 组陪同购物,选定的消费者每月光顾联华在三次或以上  6 组小型( 4 人)焦点座谈,选定的消费者每月光顾联华在三次 或以上  600 份店内拦截式定点访谈  店内拦截访谈过程中进行现场录象观察 样本标准 : 陪同购物 被访者定义: 年龄 有无孩子 饼干购买中的角色 人数 性别 18-24 无 饼干购买者与使用者 女 18-24 无 饼干购买者与使用者 1 男 25-34 无 饼干购买者与使用者 1 女 25-34 3-6 岁间 饼干购买者与使用者, 孩子是主要使用者 1 女 25-34 7-10 yrs 饼干购买者与使用者, 孩子是主要使用者 1 女 25-34 Not applicable 饼干购买者与使用者 1 男 35-44 10-13 yrs 饼干购买者与使用者, 孩子是主要使用者 1 女 35-44 14-17 yrs 饼干购买者与使用者, 孩子是主要使用者 1 女 35-44 Not applicable 饼干购买者与使用者 1 男 45-49 Not applicable 饼干购买者与使用者 为全家购买饼干 1 女 50-54 Not applicable 饼干购买者与使用者 为全家购买饼干 1 女 45-54 Not applicable 饼干购买者与使用者 为全家购买饼干 1 男 1 样本标准 : 小型焦点座谈  Group 1: 18-24 间女性,饼干购买决策者,个人消费  Group 2: 18-24 间男性,饼干购买决策者,个人消费  Group 3: 25-34 女性,饼干购买决策者,为个人和家庭消费购买 ,一半有一个 3—7 岁间的孩子,孩子是主要的饼干使用者  Group 4: 35-44 女性,有一个 7-13 岁间的孩子,饼干购买决策者 ,为个人和家庭消费购买;  Group 5: 35-44 男性, 饼干购买决策者,为个人和家庭消费购买 ;  Group 6: 45-54 男女混合组,饼干购买决策者,为个人和家庭消 费购买。 样本标准:店内访谈  所有经过或有目的地停留在饼干货架前的购物者 样本标准:店内录象观察  所有经过或有目的停留在饼干货架前的购物者 主要发现 Highlight of Key Findings  从品类管理的角度来说,可以把购物行为定义为是一个包含了三个阶段的过 程:在家里,到店之前,在店内。 Shopping behavior At home Pre-store In-store 使用行为 购物行为 购买行为 在货架前的 r ( 总体上 ( 针对品类 ) 行为 l) •计划性和冲动性 •品类定义 •品类角色 •决策流程 / 决策 •行走路线 •品类细分 •商店选择 树 • 相对固定的选择流程 •购物行程 •购买模式 •I 店内其他影响因素 •购买动机 •储备行为 -DM •品牌决策 -stock out It is the process that constitutes th•e购买角色 -restocking ****ytical •促销 •陈列 framework of the ****nagement sum****ry. Highlight of Key Findings Shopping behavior At home Pre-store In-store Usage Shopping Purchase At POS behavior behavior behavior behavior (in general) (towards category) •Category definition •Role of category •Decision process/ tree •Planned vs. impulsive •Category segmentation •Store selection •Purchase mode •Walking route •Shopping trip •Purchase motivation • Choice process at fixture •Stock-up behavior •In-store inte****ce with •Brand decision •Purchase role shoppers -DM -stock out -restocking •Promotion •Display Highlight of Key Findings Category definition-- Biscuit Category Definition --  上海的消费者把饼干定义为“点心”的一个子品类。或者说定义为是一个介 于主食和零食之间的一系列产品。  对饼干的定义包括三个层次,核心的饼干、丰富后的饼干、扩张后的饼干 ,这个定义其实也反应了中国市场上饼干的演化过程。 •点心在概念上与通常的糕点接近,但与中国其他地区不同的是上海居民把点心 定义为一个包括了象饺子、馄饨等仅被作为主食或零食的食品,这里的点心具 有更为广的范畴。 Chart 1 Highlight of Key Findings -- Biscuit Category Definition -- Cake BBiissccuuiittss Bread Jiaozi Wonton Dianxin SNACKS MAIN MEAL Highlight of Key Findings Chart 2 -- Biscuit Category Definition -- Cake Dianxin Brea d Augmented Biscuit Concept Egg Enriched Biscuit Concept rolls Cookie Traditional Digestive Rice savory biscuits cracke Soda biscuits biscui r ts Core Biscuit Concept Traditional sweet biscuits Sandwich biscuits Pie Wafer Saqim a Jiaozi Wont on Highlight of Key Findings --Biscuit Category Segmentation -- Category definition  消费者对饼干的细分和当前通常的制造商对饼干的细分基本上类似;  消费者对饼干的定义主要基于以下原则: 味觉 : sweet vs. savory  产品形状和外观 : single-layer vs. multi-layer (sandwich)  潮流 : traditional biscuits vs. cookie  功能性利益点 : biscuits closer to ****in meal vs. biscuits closer to snack  典型的由消费者定义的饼干子品类如下: See Chart 3 on next page 咸饼干  甜饼干  威化  曲奇 Highlight of Key Findings --Biscuit Category Segmentation -- Chart 3 Savory Conventional savory biscuits Augmented Biscuits Soda Biscuit Sweet Sandwich Conventional sweet biscuits Other sweet biscuits, such as milk,chocolate... Sweet Sandwich Cookies Wafer Category Segmentation: Joint Mapping of Name and Products — Products Falling into Enriched Biscuit Concept -- 2.000 Wafer Bright Chocolate Wafer 1.500 Keebler Cream Wafer Dimension 2 (27.9% variance explained) Nestle Chocolate Wafer 1.000 Chocolate DanDSoOaannrneeodonTweCUichCThoikYScioaYTlnaadtretwleSitcahnd0wM.K5ii0celk0hDelSabneworeBnMeeistilcmkuAiGiltkrarcordrwaercnokoeMtBroDirsancniunoigtneTePariMncilek Chocolate Keebler Digestive BisNcaubitis0c.0o0R0CihtzoBcoislactueitChips Cookies Cookie -1.500 -1.000 -0.500 0.000 0.500 1.000 1.500 2.000 Danone TUC Original KSF 3+2 Soda Sandwich Breakfast Wheat Cookie Family Nissin Glico Vegetable Dan****rk Kjeldense’s Cookie Bisc-0u.i5ts0C0rackers Huamel FuGuiLan cookCieookie Savory Savory Soda KSF Danone High-Ca Soda Pacific Salty Soda BisJciuaiSt hiLi Onion Soda -1.000 Dimension 1 (37.2% variance explained) Base: All respondents / Source: interview + d2-1+d2-2 Highlight of Key Findings Shopping behavior At home Pre-store In-store Usage Shopping Purchase At POS behavior behavior behavior behavior (in general) (towards category) •Category definition •Role of category •Decision process/ tree •Planned vs. impulsive •Category segmentation •Store selection •Purchase mode •Walking route •Shopping trip •Purchase motivation • Choice process at fixture •Stock-up behavior •In-store inte****ce with •Brand decision •Purchase role shoppers -DM -stock out -restocking •Promotion •Display Highlight of Key Findings -- Shopping Behaviors: Pre-store -- Role of Biscuit  通常,饼干作为一个多面性的产品, 70% 的人把它当作正餐之间 的充饥食品, 50% 的人只把它当作休闲娱乐食品 --- 具有零食的 特点;  一些年轻人在偶然的情况下会倾向于把饼干作为主食的替代品。 Role of Biscuit 50 100 0 Appeasing my hunger between meals 70 50 Eating just for pleasure 49 作为早餐 Gift 11 Replacement of meal (excluding breakfast) 9 Enjoying with friends 9 Entertaining guests/friends 5 Base: All respondents / Source: interview + C5 Role of Biscuit --By Age-- Total 15-24 25-34 35-44 45-54 55-75 (C) (D) (E) (F) (G) 113 140 82 Base 611 153 124 % % % 75C 77C 80C % % % 62FG 44 36 48 54 52 Appeasing my hunger between meals 70 56 69C 11 19C 12 10 5 Eating just for pleasure 50 49 55G 8 3 2 1 4 As breakfast 49 47 45 5 4 5 4 3 Gift 11 5 11 Replacement of meal(excluding breakfast) 9 15DG 6 Enjoying with friends 9 27DEFG 7F Entertaining guests/friends 5 6 6 Eat as dim sum 3 1 2 Base: All respondents / Source: interview + C5 Role of Biscuit --By Gender/Martial Status-- Total Male Fe****le Single Married Base 611 **** 497 **** 422 % % % % % Appeasing my hunger between meals 70 60 73 57 76 Eating just for pleasure 50 44 51 49 50 As breakfast 49 39 51 46 51 Gift 11 7 12 7 13 Replacement of meal(excluding breakfast) 9 11 9 14 7 Enjoying with friends 9 12 8 23 3 Entertaining guests/friends 5 6 5 7 4 Eat as dim sum 3 10 1 2 3 Base: All respondents / Source: interview + C5 Highlight of Key Findings Shopping behavior At home Pre-store In-store Usage Shopping Purchase At POS behavior behavior behavior behavior (in general) (towards category) •Category definition •Role of category •Decision process/ tree •Planned vs. impulsive •Category segmentation •Store selection •Purchase mode •Walking route •Shopping trip •Purchase motivation • Choice process at fixture •Stock-up behavior •In-store inte****ce with •Brand decision •Purchase role shoppers -DM -stock out -restocking •Promotion •Display Highlight of Key Findings -- Shopping Behaviors: Pre-store -- Purchase decision tree Biscuits 两种典型的决策树 : Flavor Brand Brand Flavor  一些被访者首先考虑口味, Pack size Pack size 然后是品牌,规格等 --- 这 Price Price 占大多数;  另一种方式则是先考虑品牌 ,再考虑口味,规格等。 Promotion Decision Tree (ii) DDeecciissiioonn TTrreeee Regular Brands Flavor (35%,213) (45%,276) Flavor TV Ad. Regular Brands Price Pack Size TV Ad. (42%,88) (24%,50) (35%, 107) (23%,63) (14%,39) (12%,33) Price TV Ad. Price Pack Size TV Ad. Regular Brands Pack Size (56%,49) (36%,32) (68%,73) (53%,57) (48%,51) (53%, 33) (42%,26) Pack Size Flavor (46%,40) (54%,27) Base: All respondents / Source: interview + c9-1/c9-2 Highlight of Key Findings -- Shopping Behaviors: Pre-store -- Purchase mode  在消费饼干时,通常消费者都是在几种口味和品牌当中进行选择 ( 包括对新口味的首次尝试和选择 ) – 60% 以上的购物者会在少 数几个他们以前买过的饼干中选择。  计划性和目的性的购买似乎比较常见 Highlight of Key Findings -- Shopping Behaviors: Pre-store -- Purchase motivation  立即就消费 / 吃  家庭储备  其他购买诱因包括:  有吸引力的促销 Attractive promotion  注意到新产品 Notice of new products  被孩子纠缠 Pester power of kids Highlight of Key Findings -- Shopping Behaviors: Pre-store -- Stock-up behavior  储备行为在相当程度上是一个普遍的行为模式,尤其是在中年、老年的女性购物者中  储备的原因:  For unexpected needs 以防不时之需  As substitute of meals which require cooking 作为需要烹煮的食物的替代品  Due to reluctance to shopping frequently 不愿意总是来买  For economy or quantity discount 因为在价格上或数量上的折扣  Due to rush in time (busy life) 由于平时太忙  储备行为的潜在障碍包括:  考虑到产品的保质期  占地方  想常变换口味  经验主义者或是想尝试新的品牌、口味、规格、种类等  觉得没有储备的需要,因为现在****和便利店的迅猛发展,买东西已经很方便 Highlight of Key Findings -- Shopping Behaviors: Pre-store -- Brand decision  在联华去买饼干之前,大部分的购物者仅知道要买什么种类的或什么牌子的饼 干。而最终决定要买什么口味 / 规格 / 品种则是在货架前进行的。 Purchase role  作为一个低卷入度的产品,通常决策者就是购买者。  而有孩子同去的购物者则会在孩子的纠缠下被孩子所影响。在决定口味、包装 、甚至品牌时,孩子具有相当的影响力。 Highlight of Key Findings Shopping behavior At home Pre-store In-store Usage Shopping Purchase At POS behavior behavior behavior behavior (in general) (towards category) (in Lianhua) •Category definition •Role of category •Decision process/ tree •Planned vs. impulsive •Category segmentation •Store selection •Purchase mode •Walking route •Shopping trip •Purchase motivation • Choice process at fixture •Stock-up behavior •In-store inte****ce with •Brand decision shoppers •Purchase role -DM -stock out -restocking •Promotion •Display Highlight of Key Findings -- Shopping Behaviors: In-store -- Planned vs. impulsive  大部分的购物者在联华购物都是有计划的:  他们当中的大部分仅在脑子里有计划而很少会写在纸上;  通常会计划到品类  当被问到买饼干时,通常也都是有计划的。很典型地会计划到什么种类和品牌。  但在一些情况下,他们的计划也会改变:  断货 it was short of supply  被促销吸引,包括被促销小姐介绍和降价、折扣  注意到新产品 notice of new product Purchase Disposition  大部分的被访者在他们以前买过的少数几种饼干中选择;  48% 的被访者,尤其是 15-24 岁的会由于好奇而购买新产品。  大约 1/3 的被访者,尤其是年纪较大的和女性,会特别注意促销。他们 的购买很大程度上被促销驱动。 Purchase Disposition 0 50 100 I always buy the same biscuits 39 Choose between a few kinds of biscuits which having tried 62 before 48 Choose whatever biscuits take my fancy even if not tried b 32 18 ut recognizing the name 31 Choose whatever biscuits take mr nyofat nreccyoegvneinzinifgntohtetrnieadmoe 16 5 基于我常买的品牌是否有促销 9 6 Based on if any of my preferred brand being on promotion 6 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 Base: All respondents / Source: interview + C4 Purchase Disposition --By Gender-- Total Male Fe****le Base 611 **** 497 % % % 63 I always buy the same biscuits 62 57 48 Choose between a few kinds of biscuits 40 which having tried before 48 47 33 Choose whatever biscuits take my fancy 34 even if not tried but recognizing the name 39 34 20 17 Choose whatever biscuits take my fancy 9 7 even if not tried or not recognizing the name 32 25 5 5 基于我常买的品牌是否有促销 31 17 Based on if any of my preferred brand being on promotion 18 12 I check the promotions on all brands 16 12 I look for the cheapest biscuits 9 11 According to my child(ren) chooses 6 4 According to other family members chooses 6 9 According to my friend chooses 5 5 Base: All respondents / Source: interview + C4 Purchase Disposition --By Age-- Total 15-24 25-34 35-44 45-54 55-75 Base 611 (C) (D) (E) (F) (G) 153 124 113 140 82 % % % % % % 57 65 62 63 **** I always buy the same biscuits 62 41 Choose between a few kinds of biscuits 40 which having tried before 48 54F 50 50 40 33 Choose whatever biscuits take my fancy 26C even if not tried but recognizing the name 39 36 39 35 43 19 Choose whatever biscuits take my fancy 19 8 even if not tried or not recognizing the name 32 34 25 30 35 7 13DE Based on if any of my regular brand 9C being on promotion 31 - 29C ****CDFG 43CDG Based on if any of my preferred brand being on promotion 18 14 16 21 22 I check the promotions on all brands 16 15 16 15 16 I look for the cheapest biscuits 9 18 9 3 6 According to my child(ren) chooses 6 8 3 5 9 According to other family members chooses 6 5 3 2 6 According to my friend chooses 5 2 4 5 8C Base: All respondents / Source: interview + C4 Considerations in Biscuit Purchase  口味和品牌是被访者购买饼干时最首要考虑的因素,而口味比品牌更重 要。  价格和包装规格是另两个重要的因素。  不同类型的被访者考虑的方式不同: Different types of respondents thi nk in different ways:  15-24 岁的被访者主要关心口味 respondents aged 15-24 ****inly co ncern for flavor  年纪较大的被访者更注意品牌和价格 Considerations in Biscuit Purchase Top most Top 3 Mean Base 611 611 611 % % 94 3.0 84 5.3 Brand 26 94 4.3 89 3.9 Packaging type * 43 7.7 99 1.8 Pack size 2 69 6.3 66 6.6 Price 7 35 7.7 26 8.4 Position on the shelf * Flavor 63 Advertising 1 Promotion * Introduction by salesmen * In-store displays /infor****tion * • Ranking scale used: 7-scaling, • The s****ller the mean, the more important the attribute is Base: All respondents / Source: interview + c10 Considerations in Biscuit Purchase --By Age-- Total 15-24 25-34 35-44 45-54 55-75 Base 611 (C) (D) (E) (F) (G) 140 82 % 153 124 113 % % % % % 24 26 61 62 Top most 46CDE 45CDE Brand 26 16 29C 39CF 14 10 Flavor 63 73E **** 51 12 10 Top 2 Price 35 30 28 28 Pack size 15 9 22CG 18 Top 3 22EFG 22EG 10 Packaging type 16 Base: All respondents / Source: interview + c10 Frequency of Biscuits Purchase  通常来看,被访者平均每月购买饼干 4.6 次,而年轻人则 相对比中年和老年的购物者买的次数要多。  而在这其中,有 3.3 次是在联华发生的,这暗示着联华是 销售饼干的主要渠道。 Frequency of Biscuits Purchase Base General In Lianhua frequency super****rket More than once a day (32) Once a day (25) 611 611 Every 2-3 days (12) % % Every 4-6 days (6) - - About once a week (4) 1 * Every 2-3 weeks (1.5) 17 9 About once a month (1) 8 6 Every 2 months (0.5) 37 26 Every 3 months (0.33) 23 28 Every 4-5 months (0.22) 11 19 Every 6 months (0.17) 3 7 Mean(times/month) 1 3 - 1 * 1 4.6 3.3 Base: All respondents / Source: interview + C1-1/C1-2 Frequency of Biscuits Purchase in Lian Hua --By Gender & Age-- Gender Age Total Male Fe****le 15-24 25-34 35-44 45-54 55-75 611 (A) (B) (C) (D) (E) (F) (G) % Base * **** 497 153 124 113 140 82 9 Once a day (25) 6 % % % % % % % Every 2-3 days (12) 26 Every 4-6 days (6) 28 * * - 1 1 - 1 About once a week (4) 19 Every 2-3 weeks (1.5) 7 14 8 13 7 13 3 10 About once a month (1) 3 Every 2 months (0.5) 1 7 5 9 10 1 4 2 Every 3 months (0.33) 1 Every 4-5 months (0.22) 3.3 24 26 30 24 32 18 24 Every 6 months (0.17) Mean 31 27 25 22 33 32 31 11 20 17 21 12 25 18 5 8 5 8 7 10 9 2 3 1 3 - 5 5 1 * - 1 - 2 - 3 1 - 4 1 1 - 3.8 3.2 3.9F 3.2F 3.8F 2.2 3.4 Base: All respondents / Source: Interview + C1-2 Highlight of Key Findings -- Shopping Behaviors: In-store -- 相对固定的选择流程  在饼干货架前浏览大约 1 分钟, ( 如果是买饼干,在饼干区域平均花费的时间 大约是 80 秒。 )  查看 / 比较不超过 5 个产品 / 品种 .  比较价格  大约 60% 的被访者喜欢查看联华的标价,即使他们知道要买的饼干会花多 少钱。 暗示 : 在品类管理中,如何有效利用货架从而吸引和促使购物者在 60 秒内更快的作出购买决定是非常重要的。 Highlight of Key Findings -- Shopping Behaviors: In-store -- 店内沟通方式  In-store Promotion  在商店入口处的促销材料成为告知购物者有哪些销售 产品的另一个重要信息来源。  通常购物者都会注意这样的信息。  这样的促销材料同时也在扮演着诱使冲动性购买的角 色。 Awareness of Various Promotional Means: Lianhua Total Where did you learn about (n=611) Don’t know any the Promotions promotions Base 139 77% % Poster in the window 57 Special promotion shelf / secondary siting in store 40 Promotion label in shelf 17% (such as promotion tags) 40 Known, but not a Known any Someone told me 28 promotions reason 3% 3% Catalogue/brochure received at Main One of the reason home(DM) 28 reasons Other promotion posters/scrolls outside the store 24 Promotion label in pack 18 Sales/promotional persons' Base: All respondents introduction 16 Source: B2-1 Catalogue/brochure at entrance 12 TV/Radio/Newspaper ad 3 No difference exists between age/gender/****rtial status/having child or not. Base: Those who have known promotion infor****tion before shopping / Source: interview + B2-1/ B2-2 Highlight of Key Findings -- Promotion -- Perceived attractive promotion tools  被购物者所认知的促销方式主要包括:  免费尝试 / 试用 / 试吃(主要在大卖场中)  免费样品  幸运抽奖  促销小姐  10% - 50% 的加量不加价  折扣 / 降价  捆绑(里面有免费礼品)  大量购买可得到额外的赠送  购买指定产品赠送礼品  收集外包装可累计中奖  会员制 /VIP card Highlight of Key Findings -- Promotion -- Perceived attractive promotion tools  而被认为最具吸引力的促销活动包括:  买一赠一  捆绑促销  10 - 50% 的加量不加价  折扣 / 降价  除此之外,免费试吃被证明非常具有吸引力,尤其是对饼干而言  它的影响超出了通过包装和 POP 等类似的外在信息,可以给消费者 一个更为贴近的对产品的体验和感受  它被认为是一种用来介绍新产品的有效沟通方式 Awareness and Attractiveness of Various Promotion Means: Lianhua Known Attractive Attractiveness 1st 2nd 3rd Weighted Promotions Promotions Ratio attractive attractive Index Base 139 139 139 139 139 % % % %% Price reduction/Discount 83 79 95 44 27 8 100 Get one extra pack free 79 71 90 36 22 11 84 Sweepstake promotion (lucky draw) 52 28 54 6 12 8 26 Coupon 37 31 84 3 12 14 24 Free item/gift 24 17 71 2 85 14 Shop assistants’ introduction/recommendation 7 3 43 - 21 3 Free sample/product 5 5 100 * 12 2 在不同的年龄 / 性别 / 婚姻状况 / 是否有孩子或其他的人群中,对促销的知晓和促销的吸引力都没有区别。 Base: Those who have known promotion infor****tion before shopping / Source: interview + B2-3/B2-4/B2-5 Awareness and Attractiveness of Biscuit Promotions Impact on behaviour Ranking Effective 1st 2nd 3rd Weighted Promotions Promotion Promotion Promotion Index Base 611 611 611 611 611 % % % % Price reduction /Discount 74 28 23 13 100 Get one extra pack free -same kind of biscuit **** 23 22 12 87 Free tasting/ tasting before buying 63 24 13 12 77 Get one extra pack free -other kinds of biscuit 47 10 15 11 50 Coupon 30 2 7 10 21 Get one extra pack free -non-biscuit product 29 2 6 7 17 Free sample/product 26 4 4 9 20 Sweepstake promotion (lucky draw) 18 3 2 5 13 Shop assistants introduction /recommendation 16 2 2 4 10 Base: All respondents / Source:interview + C20-1/C20-2 Attractiveness of Biscuit Promotions --By Gender/Age-- Gender Age total Male Fe****le 15-24 25-34 35-44 45-54 55-75 (A) (B) (C) (D) (E) (F) (G) Base 611 ***** 497 153 124* 113* 140 82* % % %%%%% % 67 75 74 76 67 81EG 66 Price reduction /Discount 74 54 68C 68C 67C **** 得到额外的产品赠送 44 48 52 45 43 - 同样的饼干 **** 52 66A 30 27 29 29 26 Get one extra pack free **** 61 62 66 61 -other kinds of biscuit 47 41 48 15 19 21 20 10 31 25 29 32 31 Get one extra pack free 14 14 15 17 22 -non-biscuit product 29 30 28 30 28 19 32EG 18 Free tasting/ tasting before buying 63 63 63 Sweepstake promotion (lucky draw) 18 15 18 Coupon 30 27 30 Shop assistants introduction /recommendation 16 15 16 Free sample/product 26 24 27 Base: All respondents / Source: interview + C8 Attractiveness of Biscuit Promotions --By Monthly Income(RMB)-- Personal Monthly Income Household Monthly Income Total 500- 500-499 1500+ 2000- 2000 -3499 3500+ (A) 611 151 (B) (C) (E) (F) (G) % % Base 74 80C 279 177 116 288 205 Price reduction /Discount % % % % % Get one extra pack free -same kind of biscuit 78C 62 84FG 73 69 Get one extra pack free -other kinds of biscuit **** 61 70C 56 67 65 61 得到额外的产品 47 44 47 47 39 50 45 - 非饼干产品 Free tasting/ tasting 29 28 29 28 19 30E 32E before buying Sweepstake promotion 63 **** 62 **** 60 66 60 (lucky draw) 18 22 17 14 22 14 19 ****券 Shop assistants introduction 30 32 27 32 38F 26 30 /recommendation Free sample/product 16 13 14 21 16 12 21 26 25 22 35B 21 25 31 Base: All respondents / Source: interview + C8 理想饼干货架需要的要素  理想饼干货架需要的要素主要如下 :  靠近摆放蛋卷、萨其马、派和米饼的零食区域  销售最好的品牌摆放在主要货架的最右边或最左边,这主要 看店内的情况。大规格的包装放在货架最上层,以作为饼干 货架的辅助标志 / 指示  小规格包装的饼干应该放在视线以内,同时应该把印有品牌 标志的一面向外以使购物者可以看到  同一品牌的不同种类应该水平陈列,同时在不同种类 / 口味间 应该有明显的界限  同一种类 / 口味的不同包装规格应该垂直陈列,把最大规格的 纸盒装(如家庭装)放在货架最上层,把中等规格的放在中 间。把小规格的放在低一点的货架上。较大的塑料袋装的最 好放在货架最底层。  给儿童的商品放在货架的第三、四层(自下而上) Highlight of Key Findings -- Display of Biscuit Category -- Perceived ideal display-Planogram Brand 1 Brand 2 Brand 3 Shelf Top Variant 1-F Variant 2-F Variant 3-F Variant 1-F Variant 2-F Variant 3-F Variant 1-F/ Variant 2-F Variant 3-F Brand 1 Brand 2 Brand 3 Upper Level Variant 1-M Variant 2-M Variant 3-M Variant 1-M Variant 2-M Variant 3-M Variant 1-M Variant 2-M Variant 3-M Brand 1 Brand 2 Brand 3 Middle Levels Variant 1-S Variant 2-S Variant 3-S Variant 1-S Variant 2-S Variant 3-S Variant 1-S Variant 2-S Variant 3-S Lower Level Brand 1 Brand 2 Brand 3 Variant 1-M Variant 2-M Variant 3-M Variant 1-M Variant 2-M Variant 3-M Variant 1-M Variant 2-M Variant 3-M Shelf Bottom Brand 1 Brand 2 Brand 3 Variant 1-L Variant 2-L Variant 3-L Variant 1-L Variant 2-L Variant 3-L Variant 1-L Variant 2-L Variant 3-L F = Family Pack or Extra Large Pack (box) L = Large Pack M = Medium Pack S = S****ll Pack Sample Display Worked Out by Shoppers Box or canned at this level Soft or plastic packs at this level Ideal Display: the Logic(i) DDiissppllaayy ooff bbiissccuuiitt bbyy…….... Brand or Type Flavor Manufacturer (22%) (20%) (52%) Flavor Type P-size Flavor Brand or Brand or Type (44%) (23%) (20%) (48%) Manufacturer Manufacturer (40%) (39%) (42%) Type P-size (43%) (35%) Type Brand or Flavor P-size Type (30%) Manufacturer (50%) (43%) (41%) Flavor P-size (62%) Brand or (39%) (23%) Manufacturer (78%) Base: All respondents / Source: interview + c12-1/c12-2 Highlight of Key Findings -- Attitude to New Products --  近 50% 的购物者欢迎新产品。他们会在一些吸引他们的饼干中选择,即使以前没有尝试 过。  购物者对新产品的反应通常不会影响他们对目前已存在产品的购买,因为他们在买了常规 产品之后通常会同时买一些小包装的新产品。  大众媒介(比如广告)是获得新产品信息的最重要的途径,然而象 POP 等促销方式,比如 橱窗海报、促销标签也是第二条重要的信息来源。  被购物者认知的对新产品的理想陈列有多样的方式  在常规的饼干货架上,附有明显的、引人注意的标志比如海报、吊旗、大的标签等  在由制造商提供的特殊货架上  堆桩,在收银台附近  在常规的饼干货架两端 / 端头 Attitude to New Product (ii) Repl ace t he Deci de on how t o Repl ace t he Tr y t he new one pr oduct you do on t he basi s of pr oduct you whi l e not r educi ng usual l y bought usual l y bought ot her s' t r i al t he quant i t y of par t l y exper i ence ent i r el y pr oduct usu. 10% 2% 1% bought 47% Tr y mor e f i r st and t hen deci de on how t o do i t 12% Tr y l ess f i r st and t hen deci de on how t o do i t 28% No different exists between age,gender,****rtial status and other demographic infor****tion. Base: All respondents / Source: interview + e1 Sources of Infor****tion On New Product (ii) Regular channels Attractive channels Infor****tion channels Often 1st 2nd 3rd Weighted Inde x Base 611 611 611 611 % % % % TV/Radio/Newspaper ad 77 47 13 10 100 Poster in the window 38 7 11 12 31 货架上的促销标签 37 8 11 11 32 Friends' introduction 35 4 13 8 26 Someone told me 32 5 9 7 23 Promotion label in pack 29 4 7 8 19 Special promotion shelf /Secondary siting 28 5 7 10 22 Sales/promotional persons' introduction 27 4 7 7 19 Catalogue/brochure at entrance 21 5 4 4 15 Free trial 21 4 5 5 15 Other promotion posters/scrolls 15 1 6 2 10 outside the store Catalogue /brochure received 14 4 3 3 12 at home(DM) Base: All respondents / Source: interview + e3-1/e3-2 Display of New Product (ii) --Rating on Ease of Locating New Products-- Pr et t y easy Ver y easy Somewhat di f f i cul t 55-75 years old & 59% 1% 21% ****rried feel it somewhat difficult to locate new product Nei t her di f f i cul t nor easy 19% N=611 Mean=3.8 那些单身的没有孩子的,对当前的饼干货 架比较满意,饼干的经常购买者觉得比较 容易找到新产品。 Base: All respondents / Source: interview + e2 Promotion for New Products (i)  被认为最具吸引力的新产品促销方式包括:  Free tasting 免费试吃  Discount/price reduction 折扣 / 降价  Buy one and get an extra one free 买一赠一  值得注意的是,免费试吃被证明有很强的吸引力  It breaks the confine of communication via pack and POP ****terials and facilitates real and up-close appreciation and experience of the product  It is perceived an effective communication tool for introducing new products Promotion for New Product (ii) Awareness Importance Ranking Promotions on new product Impact on trial1st 2nd 3rdWeighted index Base 611 611 611 611 % % % % Free tasting/ tasting before buying 73 34 16 12 100 Price reduction /Discount 63 22 19 13 80 Get one extra pack free --same kind of biscuit 55 18 18 12 70 --other kinds of biscuit 43 8 13 9 40 --non-biscuit product 26 1 6 5 14 Free sample/product 36 7 10 10 35 Coupon 23 2 5 6 15 Shop assistants introduction /recommendation 21 4 3 5 16 Sweepstake promotion (lucky draw)15 2 2 5 10 Base: All respondents / Source: interview + e5-1/e5-2 Thanks for your 这就是我 attention! 们明天要 去的地方 !

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