购物者消费行为研究报告.pptVIP

Highlight of Key Findings  Pre-store Category definition Category segmentation Role of category Store selection Shopping trip Planned vs. impulsive Walking route Choice process at fixture In-store interface with shoppers -DM -stock out -restocking Promotion Display Shopping behavior (in general) Purchase behavior (towards category) In-store At POS behavior (in Lianhua) At home Usage behavior Shopping behavior Decision process/ tree Purchase mode Purchase motivation Stock-up behavior Brand decision Purchase 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 biscuits Choose between a few kinds of biscuits which having tried before Choose whatever biscuits take my fancy even if not tried but recognizing the name Choose 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 promotion 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 Purchase Disposition Purchase Disposition --By Gender-- Total Male Female Base 611 114 497 % % % I always buy the same biscuits 62 57 63 Choose between a few kinds of biscuits which having tried before 48 47 48 Choose whatever biscuits take my fancy even if not tried but recognizing the name 39 34 40 Choose whatever biscuits take my fancy even if not tried or not recognizing the name 32 25 33 基于我常买的品牌是否有促销