购物者研究报告摘要(powerpoint 62)

购物者研究报告摘要购物者研究报告摘要 2002 2002年年1212月月我们要去哪？主要内容n项目介绍Introduction n研究目的Research objectivesn研究方法Methodologyn样本标准Respondent Criterian主要发现Key Findingsn饼干品类定义和细分Category Definition and Segmentationn饼干品类购买习惯和行为Category Shopping Habits and Behaviorn对店内促销的态度n理想货架陈列n对新产品的态度简介简介Introduction研究目的Research Objectivesn通过这次研究，达能期望能够达成以下两方面目的：n研究购物者在连锁型超市的购买行为与态度n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超市一般购物行为的需要n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：n通过清除低流转率的产品以改进目前的商品分类n增加货架价值以最大化单次购买金额n提高货架吸引力以增加冲动性购买机会n找到一种合理的由消费者定义的饼干品类细分n最小化断货带来的不良影响研究方法Methodologyn12 组陪同购物，选定的消费者每月光顾联华在三次或以上n6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 n600份店内拦截式定点访谈 n店内拦截访谈过程中进行现场录象观察样本标准:陪同购物样本标准:小型焦点座谈nGroup 1:18-24间女性，饼干购买决策者，个人消费nGroup 2:18-24间男性，饼干购买决策者，个人消费nGroup 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37岁间的孩子，孩子是主要的饼干使用者nGroup 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；nGroup 5:35-44男性，饼干购买决策者，为个人和家庭消费购买；nGroup 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n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n所有经过或有目的停留在饼干货架前的购物者主要发现主要发现Highlight of Key Findings n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：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。在家里，到店之前，在店内。It is the process that constitutes the analyticalframework of the management summary.Pre-store品类定义品类细分品类角色商店选择购物行程购物行为(总体上l)购买行为(针对品类)In-store在货架前的行为At home使用行为rShopping behavior决策流程/决策树购买模式购买动机储备行为品牌决策购买角色 计划性和冲动性行走路线 相对固定的选择流程I店内其他影响因素-DM-stock out-restocking促销陈列Highlight of Key Findings Pre-storeCategory definitionCategory segmentationRole of categoryStore selectionShopping tripShoppingbehavior(in general)Purchasebehavior(towards category)In-storeAt POSbehaviorAt homeUsagebehaviorShopping 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 Category definitionn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。n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。Highlight of Key Findings -Biscuit Category Definition-Highlight of Key Findings -Biscuit Category Definition-DianxinDianxinBiscuitsBiscuitsSNACKSSNACKSMAIN MEALMAIN MEALBreadJiaoziWontonCakeChart 1 Highlight of Key Findings -Biscuit Category Definition-CakeJiaoziWontonAugmented Biscuit ConceptAugmented Biscuit ConceptCore Biscuit ConceptCore Biscuit ConceptBreadRice crackerSaqimaPieEgg rollsTraditional sweet biscuitsTraditional savory biscuitsDianxinEnriched Biscuit ConceptEnriched Biscuit ConceptCookieWaferSandwich biscuitsSoda biscuitsDigestive biscuitsChart 2 Highlight of Key Findings -Biscuit Category Segmentation-n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；n消费者对饼干的定义主要基于以下原则：味觉:sweet vs.savoryn产品形状和外观:single-layer vs.multi-layer(sandwich)n潮流:traditional biscuits vs.cookien功能性利益点:biscuits closer to main meal vs.biscuits closer to snack n典型的由消费者定义的饼干子品类如下：咸饼干n甜饼干n威化n曲奇See Chart 3 on next pageCategory definition Highlight of Key Findings -Biscuit Category Segmentation-BiscuitBiscuitCookiesConventionalsweet biscuitsSweet SandwichWaferSweetSodaSavoryOther sweet biscuits,such as milk,chocolate.Conventional savory biscuitsAugmented BiscuitsSandwichChart 3Base:All respondents/Source:interview+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 ChocolateCookieNabisco 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 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)Highlight of Key Findings Pre-storeCategory definitionCategory segmentationRole of categoryStore selectionShopping tripShoppingbehavior(in general)Purchasebehavior(towards category)In-storeAt POSbehaviorAt homeUsagebehaviorShopping 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 Highlight of Key Findings -Shopping Behaviors:Pre-store-Role of Biscuitn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；n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。Base:All respondents/Source:interview+C5 Appeasing my hunger between mealsEating just for pleasure作为早餐作为早餐GiftReplacement of meal(excluding breakfast)Enjoying with friendsEntertaining guests/friendsRole of BiscuitTotal15-2425-3435-4445-5455-75(C)(D)(E)(F)(G)Base61115312411314082%Appeasing my hunger between