无论是在家还是外出时饮用，消费者根据日常作息调整饮品选择的趋势日益明显。例如居家办公者可能更偏爱精致饮品，而育有幼儿的忙碌父母则倾向于选择便捷饮品。无论何种场景，风味偏好、同辈推荐以及促进重复购买的实惠价格等因素始终影响着饮品消费决策。
一个普遍却至关重要的问题依然存在：在消费者购买某类商品时，是否存在单一的主导因素影响其决策？
让我们以饮料品类为例进行探讨。通过当前的消费者小组追踪数据，我们能够持续监测品牌表现——深入剖析品牌增长或衰退背后的行为驱动因素，以及不同人群的购买决策模式。
此外，我们进一步与受访者深入交流，以探究其选择背后的动机——是什么促使他们购买某类商品或品牌，又是什么原因导致他们停止购买某些品牌。为此，我们向选定的样本群体发放了针对性问卷。该调查旨在识别影响购买行为的最关键因素。
与仅依赖自报数据的传统调研不同，我们的购物者小组研究方法采用"衍生重要性"——将小组成员的声明意见与追踪数据中其真实购买行为相联结。通过整合这两类数据源，我们能够识别真正驱动购买决策的属性，为品牌提供更清晰的传播聚焦方向。
研究结果或许会令你惊讶。根据图1，左侧图表显示多数消费者声称陈述A是该品类购物时最重要的考量因素。然而，在交叉核对实际消费行为（更侧重高频购买者）后，陈述B才成为真正驱动购买决策的关键因素。这正是品牌在营销中应优先传递的核心信息。
As part of our Analytics PanelVoice solution, we distribute questionnaires to panellists to understand the “why” behind their behaviour. When linked with demographic and behavioural data, this allows for even more targeted strategies—especially as different shopper groups often hold different brand perceptions. This is key not only to enhancing insights but also to refining promotional and marketing strategies with greater precision.
To grow a brand, gaining penetration should be the top priority. Our foundational data answers the direct “W and H” questions—Who, What, When, Where, and How—related to your brand’s growth or underperformance. Supplementing this with insights from our Analytics PanelVoice solution offers a more detailed understanding of why your brand is succeeding or falling behind.
Our data provides insights into brand performance across a wide range of FMCG categories and consumer segments. By segmenting this data demographically and exploring behavioural differences, we help brands build more precise and effective strategies. Worldpanel tracks such measures on a consistent four-weekly basis to support clients in their business decisions. With further engagement through our Analytics PanelVoice, we can tailor insights to specific shopper groups and uncover the root causes behind brand momentum.
Source: P10 2024 database, Worldpanel Malaysia
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