购物的研究.pptVIP

Highlight of Key Findings --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 Category definition * Highlight of Key Findings --Biscuit Category Segmentation -- Biscuit Cookies Conventional sweet biscuits Sweet Sandwich Wafer Sweet Soda Savory Other sweet biscuits, such as milk,chocolate... Conventional savory biscuits Augmented Biscuits Sandwich 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 -- Chocolate Chips Cookies Oreo Chocolate Sandwich Breakfast Wheat Cookie Danone TUC YY Sandwich Danone Tiki Tartlet Nissin Glico Vegetable Crackers KSF 3+2 Soda Sandwich Danone Prince Chocolate Cookie Nabisco Ritz Biscuit JiaShiLi Onion Soda Danone TUC Original Family Danmark Kjeldense’s Cookie Danone High-Ca Soda KSF Savory Biscuits Huamel FuGuiLan cookie Nestle Chocolate Wafer Pacific Salty Soda Biscuit Danone milk cracker Keebler Cream Wafer Bright Chocolate Wafer Garden Morning Tea Milk Biscuit Keelber Milk Arrowroot Biscuit Keebler Digestive Biscuit Sweet Milk Chocolate Savory Sandwich Cookie Soda Wafer -1.000 -0.500 0.000 0.500 1.000 1.500 2.000 -1.500 -1.000 -0.500 0.000 0.500 1.000 1.500 2.000 Dimension 1 (37.2% variance explained) Dimension 2 (27.9% variance explained) * Highlight of Key Findings  Pre-store Category definition Category segmentation Role of category Store selection Shopping trip Shopping behavior (in general) Purchase behavior (towards category) In-store At POS behavior At home Usage behavior Shopping behavior Decision