购物者研究报告摘要.pptx

购物者研究报告摘要 2002年12月;主要内容;;研究目的Research Objectives;研究方法Methodology;样本标准: 陪同购物;样本标准:小型焦点座谈;样本标准：店内访谈;样本标准：店内录象观察;;Highlight of Key Findings ;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，这个定义其实也反应了中国市场上饼干的演化过程。; Highlight of Key Findings -- Biscuit Category Definition --; Highlight of Key Findings  -- Biscuit Category Definition --; Highlight of Key Findings --Biscuit Category Segmentation --; Highlight of Key Findings --Biscuit Category Segmentation --;Base: All respondents / Source: interview + d2-1+d2-2;Highlight of Key Findings ; Highlight of Key Findings -- Shopping Behaviors: Pre-store --;Base: All respondents / Source: interview + C5 ; Total 15-24 25-34 35-44 45-54 55-75 (C) (D) (E) (F) (G) Base 611 153 124 113 140 82 % % % % % % Appeasing my hunger between meals 70 56 69C 75C 77C 80C Eating just for pleasure 50 49 55G 62FG 44 36 As breakfast 49 47 45 48 54 52 Gift 11 5 11 11 19C 12 Replacement of meal(excluding breakfast) 9 15DG 6 8 10 5 Enjoying with friends 9 27DEFG 7F 2 1 3 Entertaining guests/friends 5 6 6 5 4 4 Eat as dim sum 3 1 2 4 3 5 ; Total Male Female Single Married Base 611 114 497 189 422 % % % % % Appeasing my hunger between meals 70 60 73 57 76 Eating just for pleasure 50 44 51 49 50 As breakfast 49 39 51 46 51 Gift 11 7 12 7 13 Replacement of meal(excluding breakfast) 9 11 9 14 7 Enjoying with friends 9 12 8 23 3 Entertaining guests/friends 5 6 5 7 4 Eat as dim sum 3 10 1 2 3 ;Highlight of Key Findings ; Highlight of Key Findings -- Shopping Behaviors: Pre-store --;Decision Tree (ii);