达能的消费者购物研究ppt课件

.,购物者研究报告摘要2012年12月,.,主要内容,项目介绍Introduction研究目的Researchobjectives研究方法Methodology样本标准RespondentCriteria主要发现KeyFindings饼干品类定义和细分CategoryDefinitionandSegmentation饼干品类购买习惯和行为CategoryShoppingHabitsandBehavior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ResearchObjectives,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,Group1:18-24间女性，饼干购买决策者，个人消费Group2:18-24间男性，饼干购买决策者，个人消费Group3:25-34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Group4:35-44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；Group5:35-44男性，饼干购买决策者，为个人和家庭消费购买；Group6:45-54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,.,HighlightofKeyFindings,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。,Itistheprocessthatconstitutestheanalyticalframeworkofthemanagementsummary.,.,HighlightofKeyFindings,.,Categorydefinition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。,HighlightofKeyFindings-BiscuitCategoryDefinition-,.,HighlightofKeyFindings-BiscuitCategoryDefinition-,Chart1,.,HighlightofKeyFindings-BiscuitCategoryDefinition-,Chart2,.,HighlightofKeyFindings-BiscuitCategorySegmentation-,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:sweetvs.savory产品形状和外观:single-layervs.multi-layer(sandwich)潮流:traditionalbiscuitsvs.cookie功能性利益点:biscuitsclosertomainmealvs.biscuitsclosertosnack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,SeeChart3onnextpage,Categorydefinition,.,HighlightofKeyFindings-BiscuitCategorySegmentation-,Chart3,.,Base:Allrespondents/Source:interview+d2-1+d2-2,CategorySegmentation:JointMappingofNameandProductsProductsFallingintoEnrichedBiscuitConcept-,.,HighlightofKeyFindings,.,HighlightofKeyFindings-ShoppingBehaviors:Pre-store-,RoleofBiscuit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:Allrespondents/Source:interview+C5,AppeasingmyhungerbetweenmealsEatingjustforpleasure作为早餐GiftReplacementofmeal(excludingbreakfast)EnjoyingwithfriendsEntertainingguests/friends,RoleofBiscuit,.,Total15-2425-3435-4445-5455-75(C)(D)(E)(F)(G)Base61115312411314082%Appeasingmyhungerbetweenmeals705669C75C77C80CEatingjustforpleasure504955G62FG4436Asbreakfast494745485452Gift115111119C12Replacementofmeal(excludingbreakfast)915DG68105Enjoyingwithfriends927DEFG7F213Entertainingguests/friends566544Eatasdimsum312435,RoleofBiscuit-ByAge-,Base:Allrespondents/Source:interview+C5,.,TotalMaleFemaleSingleMarriedBase611114497189422%Appeasingmyhungerbetweenmeals7060735776Eatingjustforpleasure5044514950Asbreakfast4939514651Gift11712713Replacementofmeal(excludingbreakfast)9119147Enjoyingwithfriends9128233Entertainingguests/friends56574Eatasdimsum310123,RoleofBiscuit-ByGender/MartialStatus-,Base:Allrespondents/Source:interview+C5,.,HighlightofKeyFindings,.,HighlightofKeyFindings-ShoppingBehaviors:Pre-store-,Purchasedecisiontree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。,.,DecisionTree(ii),Base:Allrespondents/Source:interview+c9-1/c9-2,.,HighlightofKeyFindings-ShoppingBehaviors:Pre-store-,Purchasemode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,.,HighlightofKeyFindings-ShoppingBehaviors:Pre-store-,Purchasemotivation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Attractivepromotion注意到新产品Noticeofnewproducts被孩子纠缠Pesterpowerofkids,.,HighlightofKeyFindings-ShoppingBehaviors:Pre-store-,Stock-upbehavior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：Forunexpectedneeds以防不时之需Assubstituteofmealswhichrequirecooking作为需要烹煮的食物的替代品Duetoreluctancetoshoppingfrequently不愿意总是来买Foreconomyorquantitydiscount因为在价格上或数量上的折扣Duetorushintime(busylife)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,.,HighlightofKeyFindings-ShoppingBehaviors:Pre-store-,Branddecision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。Purchaserole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。,.,HighlightofKeyFindings,Pre-store,CategorydefinitionCategorysegmentation,RoleofcategoryStoreselectionShoppingtrip,Plannedvs.impulsiveWalkingrouteChoiceprocessatfixtureIn-storeinterfacewithshoppers-DM-stockout-restockingPromotionDisplay,Shoppingbehavior(ingeneral),Purchasebehavior(towardscategory),In-store,AtPOSbehavior(inLianhua),Athome,Usagebehavior,Shoppingbehavior,Decisionprocess/treePurchasemodePurchasemotivationStock-upbehaviorBranddecisionPurchaserole,.,HighlightofKeyFindings-ShoppingBehaviors:In-store-,Plannedvs.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itwasshortofsupply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noticeofnewproduct,.,PurchaseDisposition,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:Allrespondents/Source:interview+C4,IalwaysbuythesamebiscuitsChoosebetweenafewkindsofbiscuitswhichhavingtriedbeforeChoosewhateverbiscuitstakemyfancyevenifnottriedbutrecognizingthenameChoosewhateverbiscuitstakemyfancyevenifnottriedornotrecognizingthename基于我常买的品牌是否有促销BasedonifanyofmypreferredbrandbeingonpromotionIcheckthepromotionsonallbrandsIlookforthecheapestbiscuitsAccordingtomychild(ren)choosesAccordingtootherfamilymemberschoosesAccordingtomyfriendchooses,PurchaseDisposition,.,PurchaseDisposition-ByGender-,TotalMaleFemaleBase611114497%Ialwaysbuythesamebiscuits625763Choosebetweenafewkindsofbiscuitswhichhavingtriedbefore484748Choosewhateverbiscuitstakemyfancyevenifnottriedbutrecognizingthename393440Choosewhateverbiscuitstakemyfancyevenifnottriedornotrecognizingthename322533基于我常买的品牌是否有促销311734Basedonifanyofmypreferredbrandbeingonpromotion181220Icheckthepromotionsonallbrands161217Ilookforthecheapestbiscuits9119Accordingtomychild(ren)chooses647Accordingtootherfamilymemberschooses695Accordingtomyfriendchooses555,Base:Allrespondents/Source:interview+C4,.,Total15-2425-3435-4445-5455-75(C)(D)(E)(F)(G)Base61115312411314082%Ialwaysbuythesamebiscuits625765626364Choosebetweenafewkindsofbiscuitswhichhavingtriedbefore4854F50504041Choosewhateverbiscuitstakemyfancyevenifnottriedbutrecognizingthename393639354340Choosewhateverbiscuitstakemyfancyevenifnottriedornotrecognizingthename323425303533Basedonifanyofmyregularbrandbeingonpromotion31-29C64CDFG43CDG26CBasedonifanyofmypreferredbrandbeingonpromotion181416212219Icheckthepromotionsonallbrands161516151619Ilookforthecheapestbiscuits9189368Accordingtomychild(ren)chooses683597Accordingtootherfamilymemberschooses6532613DEAccordingtomyfriendchooses52458C9C,PurchaseDisposition-ByAge-,Base:Allrespondents/Source:interview+C4,.,ConsiderationsinBiscuitPurchase,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：Differenttypesofrespondentsthinkindifferentways:15-24岁的被访者主要关心口味respondentsaged15-24mainlyconcernforflavor年纪较大的被访者更注意品牌和价格,.,Base:Allrespondents/Source:interview+c10,TopmostTop3MeanBase611611611%Brand26943.0Packagingtype*845.3Packsize2944.3Price7893.9Positionontheshelf*437.7Flavor63991.8Advertising1696.3Promotion*666.6Introductionbysalesmen*357.7In-storedisplays/information*268.4,Rankingscaleused:7-scaling,Thesmallerthemean,themoreimportanttheattributeis,ConsiderationsinBiscuitPurchase,.,Total15-2425-3435-4445-5455-75(C)(D)(E)(F)(G)Base61115312411314082%TopmostBrand261629C39CF2426Flavor6373E64516162Top2Price3530282846CDE45CDEPacksize15922CG181410Top3Packagingtype1622EFG22EG101210,ConsiderationsinBiscuitPurchase-ByAge-,Base:Allrespondents/Source:interview+c10,.,FrequencyofBiscuitsPurchase,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:Allrespondents/Source:interview+C1-1/C1-2,GeneralInLianhuafrequencysupermarketBase611611%Morethanonceaday(32)-Onceaday(25)1*Every2-3days(12)179Every4-6days(6)86Aboutonceaweek(4)3726Every2-3weeks(1.5)2328Aboutonceamonth(1)1119Every2months(0.5)37Every3months(0.33)13Every4-5months(0.22)-1Every6months(0.17)*1Mean(times/month)4.63.3,FrequencyofBiscuitsPurchase,.,Base:Allrespondents/Source:Interview+C1-2,TotalMaleFemale15-2425-3435-4445-5455-75(A)(B)(C)(D)(E)(F)(G)Base61111449715312411314082%Onceaday(25)*-11-1Every2-3days(12)914813713310Every4-6days(6)675910142Aboutonceaweek(4)2624263024321824Every2-3weeks(1.5)2831272522333231Aboutonceamonth(1)1911201721122518Every2months(0.5)758587109Every3months(0.33)32313-55Every4-5months(0.22)11*-1-2-Every6months(0.17)131-411-Mean3.9F3.2F3.8F2.23.4,FrequencyofBiscuitsPurchaseinLianHua-ByGender&Age-,Age,Gender,.,HighlightofKeyFindings-ShoppingBehaviors: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。,.,HighlightofKeyFindings-ShoppingBehaviors:In-store-,店内沟通方式In-storePromotion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。,.,Base:Thosewhohaveknownpromotioninformationbeforeshopping/Source:interview+B2-1/B2-2,AwarenessofVariousPromotionalMeans:Lianhua,Nodifferenceexistsbetweenage/gender/martialstatus/havingchildornot.,.,HighlightofKeyFindings-Promotion-,Perceivedattractivepromotiontools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/VIPcard,.,HighlightofKeyFindings-Promotion-,Perceivedattractivepromotiontools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,.,Base:Thosewhohaveknownpromotioninformationbeforeshopping/Source:interview+B2-3/B2-4/B2-5,KnownAttractiveAttractiveness1st2nd3rdWeightedPromotionsPromotionsRatioattractiveattractiveIndexBase139139139139139%Pricereduction/Discount83799544278100Getoneextrapackfree79719036221184Sweepstakepromotion(luckydraw)522854612826Coupon3731843121424Freeitem/gift24177128514Shopassistantsintroduction/recommendation7343-213Freesample/product55100*122,AwarenessandAttractivenessofVariousPromotionMeans:Lianhua,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。,.,AwarenessandAttractivenessofBiscuitPromotions,Base:Allrespondents/Source:interview+C20-1/C20-2,Effective1st2nd3rdWeightedPromotionsPromotionPromotionPromotionIndexBase611611611611611%Pricereduction/Discount74282313100Getoneextrapackfree-samekindofbiscuit6423221287Freetasting/tastingbeforebuying6324131277Getoneextrapackfree-otherkindsofbiscuit4710151150Coupon30271021Getoneextrapackfree-non-biscuitproduct2926717Freesample/product2644920Sweepstakepromotion(luckydraw)1832513Shopassistantsintroduction/recommendation1622410,Ranking,Impactonbehaviour,.,AttractivenessofBiscuitPromotions-ByGender/Age-,totalMaleFemale15-2425-3435-4445-5455-75(A)(B)(C)(D)(E)(F)(G)Base611114*497153124*113*14082*%Pricereduction/Discount74677574766781EG66得到额外的产品赠送-同样的饼干645266A5468C68C67C64Getoneextrapackfree-otherkindsofbiscuit4741484448524543Getoneextrapackfree-non-biscuitproduct2930283027292926Freetasting/tastingbeforebuying6363636461626661Sweepstakepromotion(luckydraw)1815181519212010Coupon3027303125293231Shopassistantsintroduction/recommendation1615161414151722Freesample/product26242730281932EG18,Gender,Age,Base:Allrespondents/Source:interview+C8,.,AttractivenessofBiscuitPromotions-ByMonthlyIncome(RMB)-,Total500-500-4991500+2000-2000-34993500+(A)(B)(C)(E)(F)(G)Base611151279177116288205%Pricereduction/Discount7480C78C6284FG7369Getoneextrapackfree-samekindofbiscuit646170C56676561Getoneextrapackfree-otherkindsofbiscuit47444747395045得到额外的产品-非饼干产品292829281930E32EFreetasting/tastingbeforebuying63646264606660Sweepstakepromotion(luckydraw)18221714221419优惠券3032273238F2630Shopassistantsintroduction/recommendation16131421161221Freesample/product26252235B212531,PersonalMonthlyIncome,HouseholdMonthlyIncome,Base:Allrespondents/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）,.,HighlightofKeyFindings-DisplayofBiscuitCategory-,Perceivedidealdisplay-Planogram,F=FamilyPackorExtraLargePack(box)L=LargePackM=MediumPackS=SmallPack,.,SampleDisplayWorkedOutbyShoppers,Boxorcannedatthislevel,Softorplasticpacksatthislevel,.,Base:Allrespondents/Source:interview+c12-1/c12-2,IdealDisplay:theLogic(i),.,HighlightofKeyFindings-AttitudetoNewProducts-,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,.,AttitudetoNewProduct(ii),Base:Allrespondents/Source:interview+e1,Nodifferentexistsbetweenage,gender,martialstatusandotherdemographicinformation.,.,SourcesofInformationOnNewProduct(ii),Base:Allrespondents/Source:interview+e3-1/e3-2,InformationchannelsOften1st2nd3rdWeightedIndexBase611611611611%TV/Radio/News