購(gòu)物者研究報(bào)告摘要2002年12月我們要去哪？主要內(nèi)容項(xiàng)目介紹Introduction研究目的Researchobjectives研究方法Methodology樣本標(biāo)準(zhǔn)RespondentCriteria主要發(fā)現(xiàn)KeyFindings餅干品類定義和細(xì)分CategoryDefinitionandSegmentation餅干品類購(gòu)買習(xí)慣和行為CategoryShoppingHabitsandBehavior對(duì)店內(nèi)促銷的態(tài)度理想貨架陳列對(duì)新產(chǎn)品的態(tài)度簡(jiǎn)介Introduction研醒究撇目曾的噴R容e石s返e凈a匆r康c鐘h鈔O隨b仗j剃e筐c闊t熄i蟲v抗e柱s通象過炎這很次稅研陷究鉤，瘦達(dá)公能掃期目望斑能齊夠候達(dá)透成技以險(xiǎn)下牢兩浴方姨面遍目瓦的暖：研釀究喝購(gòu)驕物愚者該在蓮連搏鎖皇型生超鞭市螺的只購(gòu)綱買雙行圖為樹與芒態(tài)懲度探凱詢閘目俱前彩的儀餅敘干及貨拾架連陳猴列蛇在律何青種替程弟度芳上丙符因合靈了土消豪費(fèi)蛛者扔在攀連泡鎖鄭超呢市錦一槍般丸購(gòu)泄物暴行即為饞的淘需庸要在煙更座深瞞程浴度詠上蘇來(lái)唯說(shuō)形，鬧此嚷次尾研棗究州主炕要記為率使撿以至下攝品敘類答管瓣理罷手聽段伶更糕易讓實(shí)有施悲與揚(yáng)開翠展邀：通扣過的清舉除味低霉流永轉(zhuǎn)賞率嘴的絮產(chǎn)碼品發(fā)以吊改鎮(zhèn)進(jìn)混目瘋前箏的術(shù)商鋒品到分獻(xiàn)類增更加向貨濕架新價(jià)要值擦以蝕最饞大庭化蘿單向次償購(gòu)煌買撞金決額提秤高懶貨圈架泛吸第引左力嚇以熄增康加頭沖衣動(dòng)碌性捆購(gòu)水買衫機(jī)稼會(huì)找察到組一掘種蠢合寇理踐的迫由括消妄費(fèi)鏡者驕定聲義慘的韻餅盜干培品護(hù)類胸細(xì)澡分最威小鳴化德斷方貨某帶浮來(lái)粘的抽不吸良樣影捷響研趨究由方慌法網(wǎng)M烘e賄t粉h街o紫d鞭o田l凳o巴g么y1送2顛組還陪納同珍購(gòu)岡物組，錄選取定淋的文消恰費(fèi)厚者錢每球月割光爛顧扯聯(lián)基華稀在蜜三展次朋或擦以袍上6填組根小針型剖（蛇4輔人艘）遷焦確點(diǎn)均座纏談足，莫選東定唐的去消守費(fèi)塔者譯每裂月釀光突顧梁聯(lián)漫華日在琴三徐次寸或象以逼上6鼻0管0筋份府店宇內(nèi)神攔卸截比式賄定麻點(diǎn)鳳訪觀談店稱內(nèi)印攔墊截事訪通談遠(yuǎn)過歪程盞中旱進(jìn)衰行舞現(xiàn)帥場(chǎng)估錄但象蕩觀回察樣蒸本涉標(biāo)致準(zhǔn)州:筒陪慚同祖購(gòu)英物樣絡(luò)本母標(biāo)底準(zhǔn)朗:規(guī)小找型刊焦翅點(diǎn)捧座馬談G游r插o臨u疼p免1勺:輕1取8苗-改2渾4戲間親女信性恰，哪餅斷干皆購(gòu)碧買殊決碑策睛者億，男個(gè)棍人轉(zhuǎn)消哈費(fèi)G蠟r首o(hù)療u秀p腹2使:勾1屠8融-元2鳥4躲間暫男引性源，敞餅乳干寬購(gòu)允買蠅決右策失者豆，周個(gè)拐人廁消綠費(fèi)G屋r鉗o泛u陵p能3胖:錄2庭5夢(mèng)-鹽3衫4刪女舌性事，咬餅浩干對(duì)購(gòu)踐買個(gè)決培策南者升，浪為熊個(gè)庭人練和撫家醒庭軋消青費(fèi)燒購(gòu)農(nóng)買狼，啟一插半劈燕有鞠一燦個(gè)敵3做—忘7輪歲犧間恢的爐孩初子犁，艘孩志子羞是調(diào)主仁要燦的紀(jì)餅咳干狠使蔬用碼者G扯r丹o綱u秒p支4雀:舒3鑒5捎-纖4婦4追女?dāng)⌒在s，蓬有疏一仍個(gè)茫7鍋-隱1摘3脆歲奏間慶的興孩竄子階，湖餅販干邁購(gòu)催買科決妖策勤者括，鑄為仗個(gè)墳人橡和達(dá)家匹庭鞏消克費(fèi)多購(gòu)辭買范；G量r勤o決u夸p膏5兩:債3革5尊-打4禿4循男租性米，昆餅寒干薦購(gòu)敬買懇決猴策尚者撞，燥為此個(gè)擠人勾和肚家樓庭帽消疊費(fèi)獵購(gòu)父買蘿；G腳r縱o左u序p羞6診:豬4痛5餅-壇5轎4匹男基女拾混蓋合生組虹，榨餅屠干派購(gòu)龍買日決速策衰者晴，末為豬個(gè)舞人立和跑家瀉庭冊(cè)消鋸費(fèi)脹購(gòu)?fù)I描。樣摔本近標(biāo)石準(zhǔn)議：吼店莖內(nèi)贈(zèng)訪吃談所睡有鄙經(jīng)耽過消或斯有染目舞的奶地走停借留木在暑餅滑干鋤貨負(fù)架憐前畏的攏購(gòu)是物寄者樣腐本壇標(biāo)朱準(zhǔn)序：牛店驕內(nèi)談錄樓象猜觀腥察所釀?dòng)蟹蚪?jīng)富過弱或晨有洽目芹的頑停堅(jiān)留疲在草餅增干皆貨巴架啄前陡的異購(gòu)煙物盆者主政要袖發(fā)賤現(xiàn)H納i渴g亮h適l努i繩g執(zhí)h繼t耗o潛f慢K眾e得y下F艦i回n板d悟i端n瘦g萄s從貪品昏類唯管雄理艱的球角要度瓣來(lái)微說(shuō)心，委可愧以碌把怨購(gòu)豈物飲行欣為吉定奏義紗為生是罪一仆個(gè)筍包眼含蝴了治三長(zhǎng)個(gè)降階災(zāi)段滴的缺過丑程臥：軋?jiān)谘准颐桌飲桑胶莸臧种畞y前舅，割在聰?shù)攴珒?nèi)火。I安t知i差s敞t地h懸e蠅p繳r棚o既c持e狹s剛s參t炸h泰a代t告c寨o斗n臘s幕t戲i威t碎u萄t下e具s球t理h熟e帆a晨n昨a蟻l諷y乳t脹i兇c嗽a倍lf臨r哲a回m不e拍w咸o透r坊k勻o丈f勺t茶h碼e體m桿a唱n啊a堅(jiān)g蕩e俗m船e喉n肺t橋s籍u麗m老m部a巖r件y公.Pre-store品類定義品類細(xì)分品類角色商店選擇購(gòu)物行程購(gòu)物行為(總體上l)購(gòu)買行為(針對(duì)品類)In-store在貨架前的行為Athome使用行為rShoppingbehavior決策流程/決策樹購(gòu)買模式購(gòu)買動(dòng)機(jī)儲(chǔ)備行為品牌決策購(gòu)買角色計(jì)劃性和沖動(dòng)性行走路線相對(duì)固定的選擇流程I店內(nèi)其他影響因素-DM-stockout-restocking促銷陳列H柿i磁g臣h嫁l良i欣g撫h福t鍬o肅f鑒K疏e閑y情F捉i另n象d些i區(qū)n勉g絕sPre-storeCategorydefinitionCategorysegmentationRoleofcategoryStoreselectionShoppingtripShoppingbehavior(ingeneral)Purchasebehavior(towardscategory)In-storeAtPOSbehaviorAthomeUsagebehaviorShoppingbehaviorDecisionprocess/treePurchasemodePurchasemotivationStock-upbehaviorBranddecisionPurchaserolePlannedvs.impulsiveWalkingrouteChoiceprocessatfixtureIn-storeinterfacewithshoppers-DM-stockout-restockingPromotionDisplayC每a嗚t均e展g個(gè)o曉r妨y弟d霜e籮f拔i惱n萍i售t熊i浮o上n上押海土的衣消為費(fèi)筆者舒把楊餅亞干晚定祝義島為鵲“鵝點(diǎn)禽心艦”朱的嘗一伐個(gè)眾子費(fèi)品亦類鏡。蘿或嶼者剝說(shuō)增定蠶義拴為櫻是坡一賣個(gè)禾介成于娛主訊食原和雨零骨食饞之現(xiàn)間追的堆一噸系申列動(dòng)產(chǎn)向品稿。對(duì)疑餅赴干猾的慌定架義仔包為括姻三津個(gè)顛層蘭次乘，爽核工心暗的驗(yàn)餅噸干竭、掃豐用富情后牲的鐵餅認(rèn)干蕉、驚擴(kuò)泉張錫后朵的最餅杰干避，碎這竟個(gè)務(wù)定功義伙其多實(shí)尿也稻反麗應(yīng)溪了任中早國(guó)辨市傳場(chǎng)真上綱餅蘆干咳的筐演期化肥過揭程亞。點(diǎn)凈心亮在梯概蛋念北上音與粉通虜常足的恐糕芒點(diǎn)惠接劣近暫，敞但茂與摘中踩國(guó)抄其貪他陡地棕區(qū)辰不停同吳的居是版上污海茅居墾民榆把梯點(diǎn)訪心定禿義迷為齡一借個(gè)間包途括店了置象溝餃孟子漆、扒餛貧飩賢等南僅折被哈作散為嶺主含食謠或光零葬食那的妨食吼品砌，西這怕里岸的第點(diǎn)筍心鄙具有昏更默為征廣斧的惜范墻疇墾。H艇i射g脆h妖l養(yǎng)i舅g級(jí)h菌t腐o著f鉗K斜e總y旦F監(jiān)i摘n歡d媽i梅n炊g宜s乏-京-含B驗(yàn)i秋s仿c譯u殺i桐t駝C娛a鉗t麥e怒g隆o執(zhí)r鉗y支D冊(cè)e野f蜘i關(guān)n羊i烈t美i培o兄n-止-H嫌i護(hù)g府h緒l科i躲g削h淹t駁o日f(shuō)透K闖e杜y糧F他i切n溝d之i婆n拴g瘡s舉-豆-蠅B康i喉s襖c繁u概i貿(mào)t平C脈a喜t得e腹g產(chǎn)o型r向y企D跡e痰f筋i肉n手i視t莫i沾o惠n-鉛-DianxinBiscuitsSNACKSMAINMEALBreadJiaoziWontonCakeC躺h雹a啟r根t余1H午i老g陣h蹈l儉i鏡g明h夢(mèng)t旬o埋f窮K敢e合y扁F炕i寸n含d州i樣n嗎g仆s松-亭-糟B深i戴s忌c師u悔i徒t要C珍a冬t宵e嫩g調(diào)o趨r錦y晴D造e縫f買i屬n辮i比t諸i淡o旗n-林-CakeJiaoziWontonAugmentedBiscuitConceptCoreBiscuitConceptBreadRicecrackerSaqimaPieEggrollsTraditionalsweetbiscuitsTraditionalsavorybiscuitsDianxinEnrichedBiscuitConceptCookieWaferSandwichbiscuitsSodabiscuitsDigestivebiscuitsC困h伏a況r紛t京2H設(shè)i濤g棉h旦l耀i車g堅(jiān)h疲t捆o罵f皆K鳴e倉(cāng)y日F霜i攏n鐘d丈i拿n局g偽s潤(rùn)-片-冶B柄i諒s雕c境u停i原t掠C柳a弄t扮e馬g始o(jì)研r甲y棄S冶e遷g圖m可e典n姐t論a叛t拌i掀o明n私-寫-消嶄費(fèi)蔬者鼻對(duì)遞餅固干并的劑細(xì)犯分院和羞當(dāng)壩前膝通盡常揚(yáng)的濁制獸造煤商鞋對(duì)博餅圣干抽的虜細(xì)修分扣基封本蘇上茶類奇似它；消掘費(fèi)伏者衛(wèi)對(duì)贏餅直干臣的露定鼓義原主編要魔基序于索以柏下為原插則鞠：味括覺葡:煉s丸w氏e秩e陷t那v粱s卷.長(zhǎng)s蘆a剪v騙o缸r狂y產(chǎn)崗品突形融狀非和躲外餡觀桑:化s酬i勞n字g評(píng)l覽e敬-偶l灘a貸y住e撤r攤v驚s急.兆m浴u慶l頃t消i高-晃l眼a感y憐e常r旦(冰s不a柏n倒d呢w騎i呀c盜h留)潮邁流挖:箏t堆r纖a譯d顯i宋t瓣i透o蹈n碑a(chǎn)賢l丘b回i銀s陳c表u姐i勤t藍(lán)s幫v羽s挽.慈c榮o憑o響k奶i緣瑞e功極能聾性綱利董益符點(diǎn)脂:跌b慎i略s茶c餓u誤i褲t頓s橋c赤l(xiāng)府o橫s損e村r旺t祝o翅m崗a峰i宇n褲m袋e家a暑l衫v倉(cāng)s渠.勇b滲i透s鼻c她u等i疊t循s怠c鬼l機(jī)o延s伏e卷r拳t觀o濟(jì)s煉n片a賊c截k典領(lǐ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