Analytical reference «Segmentation of the consumers based on the motives of choice of the confectionery trademark»
Methods of research
1. Qualitative research. Depth interviews with the confectionery consumers. Sampling – 50 respondents. The interviews were held with the purpose to single out the motives of choosing the confectionery trademarks by the consumers, and afterwards to divide the consumers into segments based on this division (in the course of the following stage of the quantitative research);
2. Quantitative research. Standardized interviews with the confectionery consumers (representative all-Russian sampling, 800 respondents). The goals of this research were to evaluate the volume of the buyers’ segment, singled out by the major motive of choice within each of the consumers’ segment, and also to evaluate the most well-known brands from the point of view of their corresponding the values which are being sought by the consumers
Abstract
The analytical reference offered below represents applying the innovative method of segmenting the consumers based on segmentation of the consumers on the motives of choice in the confectionery market.
The offered method of segmentation of the confectionery consumers gives satisfactory reasons for success and failures of the most of the trademarks in confectionery on the Russian market. It allows to see the hidden marketing possibilities and effective marketing strategies in the conditions of the formed market.
In this analytical reference we present the complete description of behavior of the representatives of each defined segment, besides the main motive of the trademark choice we show some additional motives, and give the quantitative data about the structure of the motives of the consumers’ groups. We analyze the composition of the largest consumers’ groups from the point of view of socio-demographic parameters.
We offer the consumers’ estimation of 17 most well-known trademarks of confectionery by key factors of the brand effectiveness.
1. Qualitative research. Depth interviews with the confectionery consumers. Sampling – 50 respondents. The interviews were held with the purpose to single out the motives of choosing the confectionery trademarks by the consumers, and afterwards to divide the consumers into segments based on this division (in the course of the following stage of the quantitative research);
2. Quantitative research. Standardized interviews with the confectionery consumers (representative all-Russian sampling, 800 respondents). The goals of this research were to evaluate the volume of the buyers’ segment, singled out by the major motive of choice within each of the consumers’ segment, and also to evaluate the most well-known brands from the point of view of their corresponding the values which are being sought by the consumers
Abstract
The analytical reference offered below represents applying the innovative method of segmenting the consumers based on segmentation of the consumers on the motives of choice in the confectionery market.
The offered method of segmentation of the confectionery consumers gives satisfactory reasons for success and failures of the most of the trademarks in confectionery on the Russian market. It allows to see the hidden marketing possibilities and effective marketing strategies in the conditions of the formed market.
In this analytical reference we present the complete description of behavior of the representatives of each defined segment, besides the main motive of the trademark choice we show some additional motives, and give the quantitative data about the structure of the motives of the consumers’ groups. We analyze the composition of the largest consumers’ groups from the point of view of socio-demographic parameters.
We offer the consumers’ estimation of 17 most well-known trademarks of confectionery by key factors of the brand effectiveness.
Introduction
Methodology
I. Description of “experimenting” and “original” consumers’ behavior
II. Description of “suspicious” and “nostalgic” consumers’ behavior.
III. Description of “conservative” consumers’ behavior.
IV. Description of “gourmet” consumers’ behavior.
V. Description of “naturalist” consumers’ behavior.
VI. Description of “rational” consumers’ behavior.
VII. Description of “loving fresh stuff” consumers’ behavior.
VIII. Description of “prestige-oriented” consumers’ behavior.
IX. Description of “calories-conscious” consumers’ behavior.
The list of charts
Chart 1. The motives which influence the choice of the trademark by the “experimenting” consumers.
Chart 2. The motives which influence the choice of the trademark by the “original” consumers.
Chart 3. Consumers’ estimation of the value of “novelty, variety of tastes in the product range” in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 4. Consumers’ estimation of the value of «originality» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 5. The age composition of the “experimenting” consumers’ segment in comparison with the sampling values.
Chart 6. The motives which influence the choice of the trademark by the “suspicious” consumers.
Chart 7. The motives which influence the choice of the trademark by the “nostalgic” consumers.
Chart 8. Consumers’ estimation of the value of «reliability» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 9. Consumers’ estimation of the value of «nostalgia» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 10. The age composition of the "suspicious" consumers in comparison with the sampling values.
Chart 11. The motives which influence the choice of the trademark by the “conservative” consumers.
Chart 12. Description of the segments of the “conservative” consumers «customary» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 13. The motives which influence the choice of the trademark by the “gourmet” consumers.
Chart 14. Consumers’ estimation of the value of «good taste characteristics» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 15. The motives which influence the choice of the trademark by the “naturalist” consumers.
Chart 16. Consumers’ estimation of the value of «naturalness» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 17. The motives which influence the choice of the trademark by the “rational” consumers.
Chart 18. Consumers’ estimation of the value of «economy» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 19. The motives which influence the choice of the trademark by the “rational” consumers.
Chart 20. Consumers’ estimation of the value of «freshness» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 21. The age composition of the "loving fresh stuff" consumers in comparison with the sampling values.
Chart 22. Consumers’ estimation of the value of «prestige» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 23. The motives which influence the choice of the trademark by the “prestige-oriented” consumers.
Chart 24. Consumers’ estimation of the value «low calories» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
The list of tables
Table 1. Segmentation of the confectionery consumers by the major motive of choice.
Table 2. Description of the segments of the “experimenting” and “original” consumers.
Table 3. Description of the segments of the “suspicious” and “nostalgic” consumers.
Table 4. Description of the segment of the “conservative” consumers.
Table 5. Description of the segment of the “gourmet” consumers.
Table 6. Description of the segment of the “naturalist” consumers.
Table 7. Description of the segment of the “rational” consumers.
Table 8. Description of the segment of the “loving fresh stuff” consumers.
Table 9. Description of the segments of the “prestige-oriented” consumers.
Table 10. Description of the segments of the “calories conscious” consumers.
Methodology
I. Description of “experimenting” and “original” consumers’ behavior
II. Description of “suspicious” and “nostalgic” consumers’ behavior.
III. Description of “conservative” consumers’ behavior.
IV. Description of “gourmet” consumers’ behavior.
V. Description of “naturalist” consumers’ behavior.
VI. Description of “rational” consumers’ behavior.
VII. Description of “loving fresh stuff” consumers’ behavior.
VIII. Description of “prestige-oriented” consumers’ behavior.
IX. Description of “calories-conscious” consumers’ behavior.
The list of charts
Chart 1. The motives which influence the choice of the trademark by the “experimenting” consumers.
Chart 2. The motives which influence the choice of the trademark by the “original” consumers.
Chart 3. Consumers’ estimation of the value of “novelty, variety of tastes in the product range” in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 4. Consumers’ estimation of the value of «originality» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 5. The age composition of the “experimenting” consumers’ segment in comparison with the sampling values.
Chart 6. The motives which influence the choice of the trademark by the “suspicious” consumers.
Chart 7. The motives which influence the choice of the trademark by the “nostalgic” consumers.
Chart 8. Consumers’ estimation of the value of «reliability» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 9. Consumers’ estimation of the value of «nostalgia» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 10. The age composition of the "suspicious" consumers in comparison with the sampling values.
Chart 11. The motives which influence the choice of the trademark by the “conservative” consumers.
Chart 12. Description of the segments of the “conservative” consumers «customary» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 13. The motives which influence the choice of the trademark by the “gourmet” consumers.
Chart 14. Consumers’ estimation of the value of «good taste characteristics» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 15. The motives which influence the choice of the trademark by the “naturalist” consumers.
Chart 16. Consumers’ estimation of the value of «naturalness» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 17. The motives which influence the choice of the trademark by the “rational” consumers.
Chart 18. Consumers’ estimation of the value of «economy» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 19. The motives which influence the choice of the trademark by the “rational” consumers.
Chart 20. Consumers’ estimation of the value of «freshness» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 21. The age composition of the "loving fresh stuff" consumers in comparison with the sampling values.
Chart 22. Consumers’ estimation of the value of «prestige» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
Chart 23. The motives which influence the choice of the trademark by the “prestige-oriented” consumers.
Chart 24. Consumers’ estimation of the value «low calories» in the most popular trademarks of confectionery (average evaluation by 5-point scale).
The list of tables
Table 1. Segmentation of the confectionery consumers by the major motive of choice.
Table 2. Description of the segments of the “experimenting” and “original” consumers.
Table 3. Description of the segments of the “suspicious” and “nostalgic” consumers.
Table 4. Description of the segment of the “conservative” consumers.
Table 5. Description of the segment of the “gourmet” consumers.
Table 6. Description of the segment of the “naturalist” consumers.
Table 7. Description of the segment of the “rational” consumers.
Table 8. Description of the segment of the “loving fresh stuff” consumers.
Table 9. Description of the segments of the “prestige-oriented” consumers.
Table 10. Description of the segments of the “calories conscious” consumers.
