醬油基礎知識講解(ppt 65頁)

醬油基礎知識講解目錄：
1、MarketSizeandSegment市場規模和細分
2、ConsumerConsumptionandHabit消費者消費習慣
3、BrandCompetitionandImage品牌形象和競爭
4、Keydriverforoverallliking(sensory)驅動喜好的主要因素(感官的)

醬油基礎知識講解內容提要：
MKTSize&Consumption市場規模和消費：
調味品中最大的品類，滲透率達97%
上海以其眾多的人口和成熟的餐飲業而成為最大的市場
北京每年消費醬油量最多，而廣州的人均花費最高。
……

消費者的購買行為—上海：
每個家庭平均每年消費7.3L,34RMB的醬油,用量較多的消費者為每年14.7L
購買頻率:醬油每兩月一次,老抽/風味醬油每四月一次
普通醬油使用者也購買其他醬油,平衡高檔醬油和大眾化醬油,不同的烹飪方法是用不同的醬油
每次購買,她們願意花3元買普通醬油或者是風味醬油,但願意花8元買老抽
……

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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