酱油基础知识讲解(ppt 65页)

酱油基础知识讲解目录：
1、MarketSizeandSegment市场规模和细分
2、ConsumerConsumptionandHabit消费者消费习惯
3、BrandCompetitionandImage品牌形象和竞争
4、Keydriverforoverallliking(sensory)驱动喜好的主要因素(感官的)

 

酱油基础知识讲解内容提要：
MKTSize&Consumption市场规模和消费：
调味品中最大的品类，渗透率达97%
上海以其众多的人口和成熟的餐饮业而成为最大的市场
北京每年消费酱油量最多，而广州的人均花费最高。
……

消费者的购买行为—上海：
每个家庭平均每年消费7.3L,34RMB的酱油,用量较多的消费者为每年14.7L
购买频率:酱油每两月一次,老抽/风味酱油每四月一次
普通酱油使用者也购买其他酱油,平衡高档酱油和大众化酱油,不同的烹饪方法是用不同的酱油
每次购买,她们愿意花3元买普通酱油或者是风味酱油,但愿意花8元买老抽
……

Appearance
Brown colour
9% Caramel resulted in a dark brown dish which was most liked. The dish prepared
with this product was more dark than prepared with the Lao Cai braising soy sauce.
Viscosity
The product with 6% Textra was most liked. This soy sauce as such probably will be considered
to be too thick by Chinese consumers while using it. The aim should be somewhat more viscous
than the current Lao Cai soy sauce.

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