达能的消费者购物研究.ppt

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1、购物者研究报告摘要 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 Behavior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

2、在连锁型超市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超市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,样本标准:小型焦点座谈,

3、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37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

4、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。,It is the process that constitutes the analyticalframework of the management summary.,Highlight of Key Findings,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

5、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-,Chart 1,Highlight of Key Findings-Biscuit Category Definition-,Chart 2,Highlight of Key Findi

6、ngs-Biscuit Category Segmentation-,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 main meal vs.biscuits closer to snack 典型的由消费者定义的饼干子品类如下：咸饼干甜饼干威化曲奇,See Chart 3 on next page,Cat

7、egory definition,Highlight of Key Findings-Biscuit Category Segmentation-,Chart 3,Base:All respondents/Source:interview+d2-1+d2-2,Category Segmentation:Joint Mapping of Name and Products Products Falling into Enriched Biscuit Concept-,Highlight of Key Findings,Highlight of Key Findings-Shopping Beha

8、viors: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。,Base:All respondents/Source:interview+C5,Appeasing my hunger between mealsEating just for pleasure作为早餐GiftReplacement of meal(excluding breakfast)Enjoying with friendsEntertaining

9、 guests/friends,Role of Biscuit,Total15-2425-3435-4445-5455-75(C)(D)(E)(F)(G)Base61115312411314082%Appeasing my hunger between meals705669C75C77C80CEating just for pleasure504955G62FG4436As breakfast494745485452Gift115111119C12Replacement of meal(excluding breakfast)915DG68105Enjoying with friends92

10、7DEFG7F213Entertaining guests/friends566544Eat as dim sum312435,Role of Biscuit-By Age-,Base:All respondents/Source:interview+C5,TotalMaleFemaleSingleMarriedBase611114497189422%Appeasing my hunger between meals7060735776Eating just for pleasure5044514950As breakfast4939514651Gift11712713Replacement

11、of meal(excluding breakfast)9119147Enjoying with friends9128233Entertaining guests/friends56574Eat as dim sum310123,Role of Biscuit-By Gender/Martial Status-,Base:All respondents/Source:interview+C5,Highlight of Key Findings,Highlight of Key Findings-Shopping Behaviors:Pre-store-,Purchase decision t

12、ree两种典型的决策树:一些被访者首先考虑口味，然后是品牌，规格等-这占大多数；另一种方式则是先考虑品牌，再考虑口味，规格等。,Decision Tree(ii),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

13、 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

14、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，因为现在超市和便利店的迅猛发展，买东西已经很方便,Highlight of Key Fin

15、dings-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,Pre-store,Category definitionCategory segmentation,Role of categoryStore

16、 selectionShopping trip,Planned vs.impulsiveWalking route Choice process at fixtureIn-store interface with shoppers-DM-stock out-restockingPromotionDisplay,Shoppingbehavior(in general),Purchasebehavior(towards category),In-store,At POSbehavior(in Lianhua),At home,Usagebehavior,Shopping behavior,Deci

17、sion process/treePurchase modePurchase motivationStock-up behaviorBrand decisionPurchase role,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

18、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。,Base:All respondents/Source:interview+C4,I always buy the same biscuitsChoose between a few kinds of biscuits which having tried

19、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基于我常买的品牌是否有促销Based on if any of my preferred brand being on promotionI check the promotions on all brandsI look for the cheapest

20、biscuitsAccording to my child(ren)choosesAccording to other family members choosesAccording to my friend chooses,Purchase Disposition,Purchase Disposition-By Gender-,TotalMaleFemaleBase611114497%I always buy the same biscuits 625763Choose between a few kinds of biscuits which having tried before 484

21、748Choose 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基于我常买的品牌是否有促销311734Based on if any of my preferred brand being on promotion 181220I check the promotions on all brands

22、 161217I look for the cheapest biscuits 9119According to my child(ren)chooses 647According to other family members chooses 695According to my friend chooses 555,Base:All respondents/Source:interview+C4,Total15-2425-3435-4445-5455-75(C)(D)(E)(F)(G)Base61115312411314082%I always buy the same biscuits

23、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 even if not tried or not recognizing the name 323425303533Based on if any of

24、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 to my child(ren)chooses 683597According to other family members chooses 6532

25、613DEAccording to my friend chooses 52458C9C,Purchase Disposition-By Age-,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 think in different ways:15-24岁的被访者主要关心口味respondents a

26、ged 15-24 mainly concern for flavor年纪较大的被访者更注意品牌和价格,Base:All respondents/Source:interview+c10,Top mostTop 3MeanBase611611611%Brand26943.0Packaging type*845.3Pack size2944.3Price7893.9Position on the shelf*437.7Flavor63991.8Advertising1696.3Promotion*666.6Introduction by salesmen*357.7In-store displa

27、ys/information*268.4,Ranking scale used:7-scaling,The smaller the mean,the more important the attribute is,Considerations in Biscuit Purchase,Total15-2425-3435-4445-5455-75(C)(D)(E)(F)(G)Base61115312411314082%Top most Brand261629C39CF2426Flavor6373E64516162Top 2Price3530282846CDE45CDEPack size15922C

28、G181410Top 3 Packaging type1622EFG22EG101210,Considerations in Biscuit Purchase-By Age-,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。,Base:All respondents/Source:interview+C1-1/C1-2,General I

29、n 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)2328About 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/mon

30、th)4.63.3,Frequency of Biscuits Purchase,Base:All respondents/Source:Interview+C1-2,TotalMaleFemale15-2425-3435-4445-5455-75(A)(B)(C)(D)(E)(F)(G)Base61111449715312411314082%Once a day(25)*-11-1Every 2-3 days(12)914813713310Every 4-6 days(6)675910142About once a week(4)2624263024321824Every 2-3 weeks

31、(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-Every 6 months(0.17)131-411-Mean3.33.83.23.9F3.2F3.8F2.23.4,Frequency of Biscuits Purchase in Lian Hua-By Gender&Age-,Age,Gender,Highlight of Key Findings-S

32、hopping 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

33、。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。,Base:Those who have known promotion information before shopping/Source:interview+B2-1/B2-2,Awareness of Various Promotional Means:Lianhua,No difference exists between age/gender/martial status/having child or not.,Highlight of Key Findings-Promotion-,Perceiv

34、ed 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

35、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,Base:Those who have known promotion information before shopping/Source:interview+B2-3/B2-4/B2-5,Known Attractive Attractiveness1st2nd3rdWeightedPromotions PromotionsRatioattractive attractive IndexBase139139139139139%Price reduction/Disco

36、unt83799544278100Get one extra pack free79719036221184Sweepstake promotion(lucky draw)522854612826Coupon3731843121424Free item/gift24177128514Shop assistants introduction/recommendation7343-213Free sample/product55100*122,Awareness and Attractiveness of Various Promotion Means:Lianhua,在不同的年龄/性别/婚姻状况

37、/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。,Awareness and Attractiveness of Biscuit Promotions,Base:All respondents/Source:interview+C20-1/C20-2,Effective 1st 2nd 3rd Weighted Promotions Promotion Promotion Promotion IndexBase611611611611611%Price reduction/Discount74282313100Get one extra pack free-same kind

38、 of biscuit6423221287Free 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/recommendation1622410

39、,Ranking,Impact on behaviour,Attractiveness of Biscuit Promotions-By Gender/Age-,totalMaleFemale15-2425-3435-4445-5455-75(A)(B)(C)(D)(E)(F)(G)Base611114*497153124*113*14082*%Price reduction/Discount74677574766781EG66得到额外的产品赠送-同样的饼干645266A5468C68C67C64Get one extra pack free-other kinds of biscuit474

40、1484448524543Get one extra pack free-non-biscuit product2930283027292926Free tasting/tasting before buying6363636461626661Sweepstake promotion(lucky draw)1815181519212010Coupon3027303125293231Shop assistants introduction/recommendation1615161414151722Free sample/product26242730281932EG18,Gender,Age,

41、Base:All respondents/Source:interview+C8,Attractiveness 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 ext

42、ra pack free-other kinds of biscuit47444747395045得到额外的产品-非饼干产品292829281930E32EFree tasting/tasting before buying63646264606660Sweepstake promotion(lucky draw)18221714221419优惠券3032273238F2630Shop assistants introduction/recommendation16131421161221Free sample/product26252235B212531,Personal Monthly I

43、ncome,Household Monthly Income,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

44、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,F=Family Pack or Extra Large Pack(box)L=Large Pack M=Medium Pack S=Small Pack,Sample Display Worked Out by Shoppers,Box or canned at this lev

45、el,Soft or plastic packs at this level,Base:All respondents/Source:interview+c12-1/c12-2,Ideal Display:the Logic(i),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

46、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),Base:All respondents/Source:interview+e1,No different exists between age,gender,martial status and other demographic information.,Sources of Inform

47、ation On New Product(ii),Base:All respondents/Source:interview+e3-1/e3-2,Information channels Often1st2nd3rdWeighted IndexBase611611611611%TV/Radio/Newspaper ad77471310100Poster in the window387111231货架上的促销标签378111132Friends introduction35413826Someone told me3259723Promotion label in pack2947819Spe

48、cial promotion shelf/Secondary siting28571022Sales/promotional persons introduction2747719Catalogue/brochure at entrance2154415Free trial2145515Other promotion posters/scrolls outside the store1516210Catalogue/brochure received at home(DM)1443312,Regular channels,Attractive channels,Display of New P

49、roduct(ii)-Rating on Ease of Locating New Products-,Base:All respondents/Source:interview+e2,55-75 years old&married feel it somewhat difficult to locate new product,N=611Mean=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。,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/p

50、rice 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 materials and facilitates real and up-close appreciation and experience of the productIt is perceived an effective communication tool for introducing new products,Prom