Customers’ behavior in the frozen semi-prepared food market ( including consumers’ perception maps of 16 the most popular brands)
Methods of the research
1. Qualitative research. Depth interviews with frozen semi-prepared food consumers. Sampling – 50 respondents. The interview was carried out in order to:
- reveal the consumption peculiarities of different kinds of frozen semi-prepared food;
- determine the perception peculiarities of the most popular brands in the frozen semi-prepared food market;
- reveal the motives of choice of different kinds of frozen semi-prepared food;
- analyze the market segments based on the motives of choice.
2. Quantitative research. Standardized interviews with frozen semi-prepared food consumers (representational sampling in Moscow, 1000 respondents)
The aim of this work was to:
- get the perception maps of the most popular brands in the Moscow’s market. There were worked out the perception maps of 16 the most popular brands in Moscow;
- estimate the size of consumers’ segments based on their motives of choice;
- estimate and analyze secondary motives, influencing the consumers’ choice;
- determine social and demographic profiles of the largest frozen semi-prepared food consumers’ segments based on their motives of choice.
Abstract
The given report represents a depth analysis of frozen semi-prepared food consumers’ behavior based on consumers’ segmentation according to their motives of choice. Application of this technology allows to understand and explain the reasons of consumers’ behavior, the reasons of their preferences of brands and true reasons of their loyalty to one or another brand of the market.
The analysis allows to discover the most effective platforms and positioning ideas for development of the present brands and for creation of new ones. In the report you will also find consumers’ perception maps of 16 the most popular brands of frozen semi-prepared food in the ravioli, chopped meet semi-prepared food and pancakes segments. On basis of this analysis are described the new market resources of the existing brands and opportunities for creation new brands which will be aimed at dissatisfied consumers’ expectations.
The report results start with description of the frozen semi-prepared food market development tendencies. There is data on the frozen semi-prepared food market capacity, its tendencies and pace of development.
Next you will find data on the frozen semi-prepared food market structure according to the types of products, on the ravioli, chopped meet semi-prepared food and pancakes segments. When analyzing each of these segments there were described their development tendencies, competitive environment and market shares of the largest manufacturers both in the Russian market as a whole and separately in the biggest cities of the country(e.g. Moscow, St.-Petersburg), customers’ preferences, preferential kinds of packing, the most popular brands, the structure of a segment by sales channels. Then goes segmentation of customers by motives of choice and are described the basic market strategies aimed at satisfaction of needs of each of the market segment.
The development strategies of the most popular Russian brands are considered from the viewpoint of expectations of consumers, selected according to their motives of brand choice. As arguments there were used both depth interviews with representatives of companies – manufacturers and consumers perception maps.
In conclusion there are ratings of popularity, consumption and loyalty factors (worked out by the experts of Proryv company) of frozen semi-prepared food brands.
1. Qualitative research. Depth interviews with frozen semi-prepared food consumers. Sampling – 50 respondents. The interview was carried out in order to:
- reveal the consumption peculiarities of different kinds of frozen semi-prepared food;
- determine the perception peculiarities of the most popular brands in the frozen semi-prepared food market;
- reveal the motives of choice of different kinds of frozen semi-prepared food;
- analyze the market segments based on the motives of choice.
2. Quantitative research. Standardized interviews with frozen semi-prepared food consumers (representational sampling in Moscow, 1000 respondents)
The aim of this work was to:
- get the perception maps of the most popular brands in the Moscow’s market. There were worked out the perception maps of 16 the most popular brands in Moscow;
- estimate the size of consumers’ segments based on their motives of choice;
- estimate and analyze secondary motives, influencing the consumers’ choice;
- determine social and demographic profiles of the largest frozen semi-prepared food consumers’ segments based on their motives of choice.
Abstract
The given report represents a depth analysis of frozen semi-prepared food consumers’ behavior based on consumers’ segmentation according to their motives of choice. Application of this technology allows to understand and explain the reasons of consumers’ behavior, the reasons of their preferences of brands and true reasons of their loyalty to one or another brand of the market.
The analysis allows to discover the most effective platforms and positioning ideas for development of the present brands and for creation of new ones. In the report you will also find consumers’ perception maps of 16 the most popular brands of frozen semi-prepared food in the ravioli, chopped meet semi-prepared food and pancakes segments. On basis of this analysis are described the new market resources of the existing brands and opportunities for creation new brands which will be aimed at dissatisfied consumers’ expectations.
The report results start with description of the frozen semi-prepared food market development tendencies. There is data on the frozen semi-prepared food market capacity, its tendencies and pace of development.
Next you will find data on the frozen semi-prepared food market structure according to the types of products, on the ravioli, chopped meet semi-prepared food and pancakes segments. When analyzing each of these segments there were described their development tendencies, competitive environment and market shares of the largest manufacturers both in the Russian market as a whole and separately in the biggest cities of the country(e.g. Moscow, St.-Petersburg), customers’ preferences, preferential kinds of packing, the most popular brands, the structure of a segment by sales channels. Then goes segmentation of customers by motives of choice and are described the basic market strategies aimed at satisfaction of needs of each of the market segment.
The development strategies of the most popular Russian brands are considered from the viewpoint of expectations of consumers, selected according to their motives of brand choice. As arguments there were used both depth interviews with representatives of companies – manufacturers and consumers perception maps.
In conclusion there are ratings of popularity, consumption and loyalty factors (worked out by the experts of Proryv company) of frozen semi-prepared food brands.
Introduction
Part 1. The frozen semi-prepared food market development tendencies.
1. Development history of frozen semi-prepared food.
2. Economic situation in the food markets.
3. Connection of food consumption with increase in level of consumer incomes
4. The frozen semi-prepared food market development tendencies
5. Development pace and character of the Russian frozen semi-prepared food market
6. The basic development tendencies of the Russian frozen semi-prepared food market
7. The Russian frozen semi-prepared food market structure
8. The frozen semi-prepared food market capacity
9. The ravioli and frozen meet semi-prepared food market structure
10. The ravioli segment
a. development tendencies
b. competitive environment
c. St.-Petersburg’s market competitive environment
d. consumers’ preferences, consumption frequency, preferential kinds of ravioli packing.
e. the most popular ravioli brands
f. the ravioli market structure by sales channels
11. The chopped meet semi-prepared food segment
The leading manufacturers’ shares in the St.-Petersburg’s market of frozen meet semi-prepared food
12. The pancakes segment
The leading manufacturers’ shares in the Moscow’s market of pancakes
The leading manufacturers’ shares in the St.-Petersburg’s market of pancakes
The leading manufacturers’ shares in the pancakes market of the 11 biggest cities
The leading manufacturers’ shares in the pancakes market of Moscow, St.-Petersburg the 11 biggest cities, the 13 biggest cities
Part 2. Consumers segmentation by their motives of choice of frozen semi-prepared food brands
1. Developing markets methodology of segmentation
2. Ravioli consumers segmentation according to the basic motives of choice
- behavior of consumers, who prefer more natural and “meet” taste
- behavior of “ conservative” consumers
- behavior of “suspicious” consumers
- behavior of “rational” consumers
- behavior of consumers, who prefer the taste of home-made food
- behavior of consumers - “experimentalists”
- behavior of consumers - “nostalgics”
3. Chopped meet semi-prepared food consumers segmentation according to the basic motives of choice
- behavior of “ conservative” consumers
- behavior of consumers, who prefer more natural and “meet” taste
- behavior of “suspicious” consumers
- behavior of “rational” consumers
- behavior of consumers, who prefer the taste of home-made food
- behavior of consumers - “experimentalists”
4. Pancakes consumers segmentation according to the basic motives of choice
- behavior of “ conservative” consumers
- behavior of consumers, who prefer pancakes with a more “natural” filling
- behavior of consumers, who wish to get “more filling” in a pancake
- behavior of consumers, who wish to buy pancakes with a big variety of fillings
- behavior of consumers, who wish to buy pancakes with “original”, unusual fillings
Appendix 1. Awareness and consumption of the most popular frozen semi-prepared food in the Russian market
Quantity of charts: 77
Quantity of tables: 24
Quantity of supplements: 6
(The list of charts, tables and supplements will be sent by request.)
Part 1. The frozen semi-prepared food market development tendencies.
1. Development history of frozen semi-prepared food.
2. Economic situation in the food markets.
3. Connection of food consumption with increase in level of consumer incomes
4. The frozen semi-prepared food market development tendencies
5. Development pace and character of the Russian frozen semi-prepared food market
6. The basic development tendencies of the Russian frozen semi-prepared food market
7. The Russian frozen semi-prepared food market structure
8. The frozen semi-prepared food market capacity
9. The ravioli and frozen meet semi-prepared food market structure
10. The ravioli segment
a. development tendencies
b. competitive environment
c. St.-Petersburg’s market competitive environment
d. consumers’ preferences, consumption frequency, preferential kinds of ravioli packing.
e. the most popular ravioli brands
f. the ravioli market structure by sales channels
11. The chopped meet semi-prepared food segment
The leading manufacturers’ shares in the St.-Petersburg’s market of frozen meet semi-prepared food
12. The pancakes segment
The leading manufacturers’ shares in the Moscow’s market of pancakes
The leading manufacturers’ shares in the St.-Petersburg’s market of pancakes
The leading manufacturers’ shares in the pancakes market of the 11 biggest cities
The leading manufacturers’ shares in the pancakes market of Moscow, St.-Petersburg the 11 biggest cities, the 13 biggest cities
Part 2. Consumers segmentation by their motives of choice of frozen semi-prepared food brands
1. Developing markets methodology of segmentation
2. Ravioli consumers segmentation according to the basic motives of choice
- behavior of consumers, who prefer more natural and “meet” taste
- behavior of “ conservative” consumers
- behavior of “suspicious” consumers
- behavior of “rational” consumers
- behavior of consumers, who prefer the taste of home-made food
- behavior of consumers - “experimentalists”
- behavior of consumers - “nostalgics”
3. Chopped meet semi-prepared food consumers segmentation according to the basic motives of choice
- behavior of “ conservative” consumers
- behavior of consumers, who prefer more natural and “meet” taste
- behavior of “suspicious” consumers
- behavior of “rational” consumers
- behavior of consumers, who prefer the taste of home-made food
- behavior of consumers - “experimentalists”
4. Pancakes consumers segmentation according to the basic motives of choice
- behavior of “ conservative” consumers
- behavior of consumers, who prefer pancakes with a more “natural” filling
- behavior of consumers, who wish to get “more filling” in a pancake
- behavior of consumers, who wish to buy pancakes with a big variety of fillings
- behavior of consumers, who wish to buy pancakes with “original”, unusual fillings
Appendix 1. Awareness and consumption of the most popular frozen semi-prepared food in the Russian market
Quantity of charts: 77
Quantity of tables: 24
Quantity of supplements: 6
(The list of charts, tables and supplements will be sent by request.)
