Analytical reference «Segmentation of consumers by their motivation of choice of the trademark of sausages»
Methods of the research
1. Qualitative research. Depth interviews with sausages consumers. Sampling – 50 respondents. The interviews were conducted with the purpose to determine consumers` motivation and then to divide consumers into segments (at the next stage of the quantitative research).
2. Quantitative research. Standardized interviews with sausages consumers (representational sampling in Moscow, 800 respondents) were conducted. We pursued the following objects in this work - evaluate proportion of buyers segments, which were found on the basis of the main choice motive, carry out estimation and analysis of supplementary motives, which influence choice of a sausage trademark; evaluate the most popular sausages trademarks according to the values which are most important from the point of view of consumers.
Abstract
This analytical reference represents application of the innovation method – segmentation of consumers according to their motivation in the sausages market.
This method of segmentation of sausages consumers brings out clearly reasons for success and failures of the most sausages trademarks in the Russian market. It enables to see latent market reserves and effective marketing strategies in the existing market opportunities.
Here you can find comprehensive representation of typical behavior for each segment, besides the major motives the supplementary ones are considered and quantitative data about structure of motives according to groups of consumers is given. Socio-demographics parameters of the largest consumers groups are considered in detail.
Estimation of 17 most popular Russian sausages trademarks is made according to the parameters, which are determinant for brand success.
Examples of positioning of well-known brands on the base of required consumers values are quoted.
1. Qualitative research. Depth interviews with sausages consumers. Sampling – 50 respondents. The interviews were conducted with the purpose to determine consumers` motivation and then to divide consumers into segments (at the next stage of the quantitative research).
2. Quantitative research. Standardized interviews with sausages consumers (representational sampling in Moscow, 800 respondents) were conducted. We pursued the following objects in this work - evaluate proportion of buyers segments, which were found on the basis of the main choice motive, carry out estimation and analysis of supplementary motives, which influence choice of a sausage trademark; evaluate the most popular sausages trademarks according to the values which are most important from the point of view of consumers.
Abstract
This analytical reference represents application of the innovation method – segmentation of consumers according to their motivation in the sausages market.
This method of segmentation of sausages consumers brings out clearly reasons for success and failures of the most sausages trademarks in the Russian market. It enables to see latent market reserves and effective marketing strategies in the existing market opportunities.
Here you can find comprehensive representation of typical behavior for each segment, besides the major motives the supplementary ones are considered and quantitative data about structure of motives according to groups of consumers is given. Socio-demographics parameters of the largest consumers groups are considered in detail.
Estimation of 17 most popular Russian sausages trademarks is made according to the parameters, which are determinant for brand success.
Examples of positioning of well-known brands on the base of required consumers values are quoted.
Introduction
I. Description of behavior of consumers, who prefer «naturalness, more «meat» taste
Differentiation strategy of the company Welcome
«How to induce the consumer to pass off the desired for real»: strategy of the Klin meat-packing plant
Socio-demographic «portrait» of the segment of consumers, who prefer «natural» sausages
II. Description of «suspicious» consumers` behavior
Strategy of positioning of the brand «Mikoyan»
Socio-demographic «portrait» of the segment of «suspicious» consumers
III. Description of «conservative» consumers` behavior
Socio-demographic «portrait» of the segment of «conservative» consumers
IV. Description of «rational» consumers` behavior
Socio-demographic «portrait» of the segment of consumers
V. Description of behavior of consumers, who «wants no components with modified genes»
VI. Description of “gourmet” consumers` behavior
VII. Description of «nostalgic» consumers` behavior
«Nostalgic strategy of Mitex Plus»
VIII. Description of behavior of «experimenting» consumers
List of charts
Chart 1. Structure of motivation of consumers, who value naturalness, «meat» taste.
Chart 2. Perception map of the brand Welcome.
Chart 3. Perception map of the brand Klinsky Miasokombinat.
Chart 4. Estimation of naturalness value by consumers («meat» taste) in the most popular trademarks of sausages.
Chart 5. Comparative assessment of perception of brands Welcome and Klin meat-processing plant by key parameters.
Chart 6. Age structure of the segment of consumers, who value naturalness, «meat» taste in comparison with average in the sampling.
Chart 7. Structure of the segment of consumers, who value naturalness, «meat» taste by their income level.
Chart 8. Structure of motives of «suspicious» consumers.
Chart 9. Perception map of the brand Mikoyan.
Chart 10. Estimation of reliability value by consumers in the most popular trademarks of sausages.
Chart 11. Comparative assessment of perception of brands Mikoyan, Welcome and Klinsky Myasokombinat by key parameters.
Chart 12. Age structure of the segment of «suspicious» consumers in comparison with average in the sampling.
Chart 13. Structure of motives of consumers «conservatives».
Chart 14. Estimation of customary value by consumers in the most popular trademarks of sausages.
Chart 15. Comparative assessment of perception of single brands by key parameters.
Chart 16. Age structure of the segment of consumers- «conservatives» in comparison with average in the sampling.
Chart 17. Structure of the segment of consumers - «conservatives» by their income level in comparison with average in the sampling.
Chart 18. Estimation of rationality value by consumers in the most popular trademarks of sausages.
Chart 19. Comparative assessment of perception of brands Rubliovskiye kolbasi (Rubliovka sausages) and Myasnoi Dom Borodina (Butcher`s Shop by Borodin) by key parameters.
Chart 20. Perception map of the brand Ostankino. Polling of consumers of sausages, representative sampling in Moscow, April 2006.
Chart 21. Estimation of value of absence of components with modified genes by consumers in the most popular trademarks of sausages.
Chart 22. Estimation of value of «special taste characteristics» by consumers in the most popular trademarks of sausages.
Chart 23. Estimation of «nostalgic» value by consumers in the most popular trademarks of sausages.
Chart 24. Estimation of value of «variety, originality» by consumers in the most popular trademarks of sausages.
Chart 25. Perception map of the brand Dymov.
List of tables
Table 1. Segmentation of consumers by the major motivation.
Table 2. Description of the segment of consumers, who value naturalness, «meat» taste.
Table 3. Description of the segment of «suspicious» consumers.
Table 4. Description of the segment of «conservative» consumers.
Table 5. Description of the segment of «rational» consumers.
Table 6. Description of the segment of consumers, who wants «no components with modified genes».
Table 7. Description of the segment of «gourmet» consumers.
Table 8. Description of the segment of «nostalgic» consumers.
Table 9. Description of the segment of «experimenting» consumers.
I. Description of behavior of consumers, who prefer «naturalness, more «meat» taste
Differentiation strategy of the company Welcome
«How to induce the consumer to pass off the desired for real»: strategy of the Klin meat-packing plant
Socio-demographic «portrait» of the segment of consumers, who prefer «natural» sausages
II. Description of «suspicious» consumers` behavior
Strategy of positioning of the brand «Mikoyan»
Socio-demographic «portrait» of the segment of «suspicious» consumers
III. Description of «conservative» consumers` behavior
Socio-demographic «portrait» of the segment of «conservative» consumers
IV. Description of «rational» consumers` behavior
Socio-demographic «portrait» of the segment of consumers
V. Description of behavior of consumers, who «wants no components with modified genes»
VI. Description of “gourmet” consumers` behavior
VII. Description of «nostalgic» consumers` behavior
«Nostalgic strategy of Mitex Plus»
VIII. Description of behavior of «experimenting» consumers
List of charts
Chart 1. Structure of motivation of consumers, who value naturalness, «meat» taste.
Chart 2. Perception map of the brand Welcome.
Chart 3. Perception map of the brand Klinsky Miasokombinat.
Chart 4. Estimation of naturalness value by consumers («meat» taste) in the most popular trademarks of sausages.
Chart 5. Comparative assessment of perception of brands Welcome and Klin meat-processing plant by key parameters.
Chart 6. Age structure of the segment of consumers, who value naturalness, «meat» taste in comparison with average in the sampling.
Chart 7. Structure of the segment of consumers, who value naturalness, «meat» taste by their income level.
Chart 8. Structure of motives of «suspicious» consumers.
Chart 9. Perception map of the brand Mikoyan.
Chart 10. Estimation of reliability value by consumers in the most popular trademarks of sausages.
Chart 11. Comparative assessment of perception of brands Mikoyan, Welcome and Klinsky Myasokombinat by key parameters.
Chart 12. Age structure of the segment of «suspicious» consumers in comparison with average in the sampling.
Chart 13. Structure of motives of consumers «conservatives».
Chart 14. Estimation of customary value by consumers in the most popular trademarks of sausages.
Chart 15. Comparative assessment of perception of single brands by key parameters.
Chart 16. Age structure of the segment of consumers- «conservatives» in comparison with average in the sampling.
Chart 17. Structure of the segment of consumers - «conservatives» by their income level in comparison with average in the sampling.
Chart 18. Estimation of rationality value by consumers in the most popular trademarks of sausages.
Chart 19. Comparative assessment of perception of brands Rubliovskiye kolbasi (Rubliovka sausages) and Myasnoi Dom Borodina (Butcher`s Shop by Borodin) by key parameters.
Chart 20. Perception map of the brand Ostankino. Polling of consumers of sausages, representative sampling in Moscow, April 2006.
Chart 21. Estimation of value of absence of components with modified genes by consumers in the most popular trademarks of sausages.
Chart 22. Estimation of value of «special taste characteristics» by consumers in the most popular trademarks of sausages.
Chart 23. Estimation of «nostalgic» value by consumers in the most popular trademarks of sausages.
Chart 24. Estimation of value of «variety, originality» by consumers in the most popular trademarks of sausages.
Chart 25. Perception map of the brand Dymov.
List of tables
Table 1. Segmentation of consumers by the major motivation.
Table 2. Description of the segment of consumers, who value naturalness, «meat» taste.
Table 3. Description of the segment of «suspicious» consumers.
Table 4. Description of the segment of «conservative» consumers.
Table 5. Description of the segment of «rational» consumers.
Table 6. Description of the segment of consumers, who wants «no components with modified genes».
Table 7. Description of the segment of «gourmet» consumers.
Table 8. Description of the segment of «nostalgic» consumers.
Table 9. Description of the segment of «experimenting» consumers.
