Buyers’ and consumers’ behavior in the confectionery market in large Russian cities (the poles of consumers in 12 large russian cities)

Date: June 22, 2006
Pages: 97
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US$ 1,090.00
Publisher: Proriv Company
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Report type: Strategic Report
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ID: BB2D3E185F0EN
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Buyers’ and consumers’ behavior in the confectionery market in large Russian cities (the poles of consumers in 12 large russian cities)
Methods of research

Personal standardized interviews with confectionery consumers. The total amount of sampling comprises 1400 respondents. The representative sampling was provided due to applying of quotas. We established the quotas by sex, age and income level according to socio-demographic parameters of universal set.

The region in which the research was held:

The European part of Russia, including Northern-Western, Central, Southern Federal Regions, Volga Region and the Urals. The interviews with the consumers were held in 6 cities having the population of more than 1 mln (Moscow, St. Petersburg Nijnij Novgorod, Samara, Rostov-on-the-Don, Yekaterinburg) and 6 cities having the population between 500 thousand and 1 mln people (Krasnodar, Yaroslavl, Saratov, Voronej, Lipetsk, Ulyanovsk).

Abstract

The research gives the insight into the characteristic features of buyers’ and consumers’ behavior on the confectionery market in the large Russian cities. We analyze the preferences of the places of purchase, places of consuming, motives of choosing of the trademarks of confectionery, preferences regarding the product’s characteristics (types of taste additives, glazing, fillings; brand preferences; preferences regarding type and volume of the package; preferences regarding prices).

Separately we offer the analysis of behavior of active consumers, the structure of their consuming of confectionery as compared to the structure of behavior of an average consumer and the particular features of the buyers’ and consumers’ behavior of the active consumers.

Socio-demographic profiles of the consumers of different types of confectionery are also offered.

The segmentation of the consumers by the motive of choice of the trademark of confectionery is given and the behavior of each of the defined groups is described.

The goals of the research:

1. To define the socio-demographic structure of the consumers of each group of products. To define the dynamics of turning from one type of confectionery to another.

2. To define the groups of confectionery consumers with the most capacity as regards to the volume of consumption (singled out by socio-demographic, behavioral and motivating attributes)

3. To describe the consumers’ behavior according to the following parameters:

a. Preferred places of consuming;

b. Preferred brands/ producers;

c. Preferences regarding tastes, fillings, presence and type of glazing, presence and type of filling;

d. Preferences regarding the type of packing;

e. Preferences regarding the volume of packing;

f. Major and additional motive of choosing the product;

g. To describe the consumers’ and buyers’ behavior of the consumers’ groups singled out by the main motive of choosing;

h. Preferences regarding the retail prices for different products of confectionery.

Groups of products under study:

1. cookies (including sugar, short, dry, oatmeal, multi-layers, with fillings, glazed, assorted);

2. crackers and ship’s biscuits;

3. waffles and waffle cakes;

4. spice-cakes;

5. fancy cakes and pastry;

6. muffins and babas;

7. Swiss rolls;

8. zwiebacks;

9. barankas of different types.

Introduction

Part 1. Buyers’ and consumers’ behavior on the confectionery market in large Russian cities

1. Preferred places of purchasing

2. The motives of choosing confectionery

3. Preferences connected with the characteristics of a product

а. Sugar cookies

preferences regarding brands

preferences regarding type and volume of the package

taste preferences

preferences regarding pricing

b. short cookies

preferences regarding brands

taste preferences

preferences regarding pricing

c. oatmeal cookies

preferences regarding brands

preferences regarding type of packing

taste preferences

preferences regarding pricing

d. multi-layers cookies

preferences regarding brands

preferences regarding type of packing

taste preferences

preferences regarding pricing

e. cookies with fillings

preferences regarding brands

preferences regarding type of packing

taste preferences

preferences regarding pricing

f. glazed cookies

preferences regarding brands

preferences regarding type of packing

preferences regarding type of glazing

preferences regarding pricing

g. assorted cookies

preferences regarding brands

preferences regarding type of packing

taste preferences

preferences regarding pricing

h. spice-cakes

preferences regarding brands

preferences regarding type of packing

taste preferences

preferences regarding pricing

i. crackers and shp’s cakes

preferences regarding brands

preferences regarding type of packing

taste preferences

preferences regarding pricing

j. waffles

preferences regarding brands

preferences regarding type of packing

taste preferences

preferences regarding pricing

k. Waffle cakes

preferences regarding brands

preferences regarding type of packing

taste preferences

preferences regarding pricing

l. waffle cakes

preferences regarding brands

preferences regarding type of packing

taste preferences

preferences regarding pricing

m. muffins and babas

preferences regarding brands

preferences regarding type of packing

taste preferences

preferences regarding pricing

n. Swiss rolls

preferences regarding brands

taste preferences

preferences regarding pricing

o. zwiebacks

preferences regarding brands

preferences regarding type of packing

taste preferences

preferences regarding pricing

p. barankas of different kinds (sooshkas(ring-shaped ckacknels), barankas, bagels)

preferences regarding brands

preferences regarding type of packing

taste preferences

preferences regarding pricing

4. Places of consuming confectionery

Part 2. The behavior of active consumers on confectionery market in large Russian cities

1. Socio-demographic profile of active confectionery consumers in large Russian cities

2. Motivations profile of active confectionery consumers in large Russian cities

3. Particular features of buyers’ and consumers’ behavior in large Russian cities

а. preferences regarding the places of purchasing of confectionery

b. the structure of consumption of different types of confectionery by active consumers

c. preferences of active consumers in large Russian cities regarding brands of confectionery

d. preferences of active consumers in large Russian cities regarding tastes of confectionery

e. preferences of active consumers regarding prices of confectionery

Part 3. Socio-demographic profile of consumers of different types of confectionery

1. Consumers of sugar cookies

2. Consumers of short cookies

3. Consumers of dry cookies

4. Consumers of oatmeal cookies

5. Consumers of multi-layers cookies

6. Consumers of cookies with fillings

7. Consumers of glazed cookies

8. Consumers of assorted (mixed) cookies

9. Consumers of spice-cakes without fillings

10. Consumers of spice-cakes without fillings

11. Consumers of glazed cookies

12. Consumers of crackers and ship’s biscuits

13. Consumers of waffles

14. Consumers of waffle cakes

15. Consumers of fancy cakes and pastry

16. Consumers of muffins and babas

17. Consumers of Swiss rolls

18. Consumers of zwiebacks

19. Consumers of barankas of different kinds (sooshkas(ring-shaped ckacknels), barankas, bagels)

Part 4. Segmenting of confectionery consumers in the large Russian cities by the motive of choice

1. The behavior of “experimenting” and “original” consumers

2. The behavior of “suspicious” and “nostalgic” consumers

3. The behavior of “conservative” consumers

4. The behavior of “gourmet” consumers

5. The behavior of “naturalist” consumers.

6. The behavior of “rational” consumers

7. The behavior of consumers “loving fresh stuff”

The list of Charts

Chart 1. Preferences of the inhabitants of the large Russian cities regarding the places to purchase confectionery

Chart 2. The major motives of choice of confectionery consumers in large Russian cities

Chart 3. The preferences of confectionery consumers in large Russian cities regarding brands of sugar cookies

Chart 4. The preferences of confectionery consumers in large Russian cities by the type of packing, regarding sugar and short cookies

Chart 5. The preferences of confectionery consumers in large Russian cities regarding the types of sugar cookies

Chart 6. The preferences of confectionery consumers in large Russian cities regarding prices of packed sugar cookies

Chart 7. The preferences of confectionery consumers in large Russian cities regarding prices of sugar cookies sold by weight

Chart 8. The preferences of confectionery consumers in large Russian cities regarding brands, short cookies

Chart 9. The preferences of confectionery consumers in large Russian cities regarding the tastes of short cookies

Chart 10. The preferences of confectionery consumers in large Russian cities regarding the prices of packed short cookies

Chart 11. The preferences of confectionery consumers in large Russian cities regarding prices of sugar cookies sold by weight

Chart 12. The preferences of confectionery consumers in large Russian cities regarding brands, in the segment of oatmeal cookies

Chart 13. The preferences of confectionery consumers in large Russian cities regarding the type of package, in the segment of oatmeal cookies

Chart 14. The preferences of confectionery consumers in large Russian cities regarding the tastes of oatmeal cookies

Chart 15. The preferences of confectionery consumers in large Russian cities regarding prices of packed oatmeal cookies

Chart 16. The preferences of confectionery consumers in large Russian cities regarding prices of oatmeal cookies sold by weight

Chart 17. The preferences of confectionery consumers in large Russian cities regarding brands of multi-layers cookies

Chart 18. The preferences of confectionery consumers in large Russian cities regarding the type of package, in the segment of multi-layers cookies

Chart 19. The preferences of confectionery consumers in large Russian cities regarding the tastes of multi-layers cookies

Chart 20. The preferences of confectionery consumers in large Russian cities regarding the prices of packed multi-layers cookies;Chart 21. The preferences of confectionery consumers in large Russian cities regarding prices of multi-layers cookies sold by weight

Chart 22. The preferences of confectionery consumers in large Russian cities regarding brands; in the segment of cookies with fillings

Chart 23. The preferences of confectionery consumers in large Russian cities by the type of package, in the segment of cookies with fillings

Chart 24. The preferences of confectionery consumers in large Russian cities regarding the tastes of cookies with fillings

Chart 25. The preferences of confectionery consumers in large Russian cities regarding brands, in the segment of glazed cookies

Chart 26. The preferences of confectionery consumers in large Russian cities by the type of package, in the segment of glazed cookies

Chart 27. The preferences of confectionery consumers in large Russian cities by the type of glazing for the segment of glazed cookies

Chart 28. The preferences of the confectionery consumers in large Russian cities regarding prices of packed glazed cookies

Chart 29. The preferences of confectionery consumers in large Russian cities regarding prices of glazed cookies sold by weight

Chart 30. The preferences of confectionery consumers in large Russian cities regarding the type of packing, in the segment of assorted cookies.

Chart 31. The preferences of confectionery consumers in large Russian cities regarding the tastes of assorted cookies.

Chart 32. The preferences of confectionery consumers in large Russian cities regarding the prices of assorted cookies preferring to purchase cookies when the price is indicated for 1 package, per cent.

Chart 33. The preferences of confectionery consumers in large Russian cities regarding brands, in the segment of spice-cakes without fillings

Chart 34. The preferences of confectionery consumers in large Russian cities regarding brands, in the segment of spice-cakes with fillings

Chart 35. The preferences of confectionery consumers in large Russian cities by the type of package for spice-cakes

Chart 36. The preferences of confectionery consumers in large Russian cities regarding tastes, in the segment of spice-cakes without fillings

Chart 37. The preferences of confectionery consumers in large Russian cities regardin tastes, in the segment of spice-cakes with fillings

Chart 38. The preferences of confectionery consumers in large Russian cities regarding tastes, in the segment of glazed spice-cakes

Chart 39. The preferences of confectionery consumers in large Russian cities regarding prices

Chart 40. The preferences of confectionery consumers in large Russian cities regarding prices for spice-cakes sold by weight

Chart 41. The preferences of confectionery consumers in large Russian cities regarding prices for packed glazed spice-cakes

Chart 42. The preferences of confectionery consumers in large Russian cities regarding prices for glazed spice-cakes sold by weight

Chart 43. The preferences of confectionery consumers in large Russian cities regarding brands, in the segment of crackers and ship’s biscuits

Chart 44. The preferences of confectionery consumers in large Russian cities by the type of package, in the segment of crackers and ship’s biscuits

Chart 45. The preferences of confectionery consumers in large Russian cities regarding tastes, in the segment of crackers and ship’s biscuits

Chart 46. The preferences of confectionery consumers in large Russian cities regarding prices for packed crackers and ship’s biscuits

Chart 47. The preferences of confectionery consumers in large Russian cities regarding prices for crackers and ship’s biscuits sold by weight

Chart 48. The preferences of confectionery consumers in large Russian cities regarding brands of waffles

Chart 49. The preferences of confectionery consumers in large Russian cities regarding the type of package, waffles

Chart 50. The preferences of confectionery consumers in large Russian cities regarding tastes, waffles

Chart 51. The preferences of confectionery consumers in large Russian cities regarding prices for packed waffles

Chart 52. The preferences of confectionery consumers in large Russian cities regarding prices for waffles sold by weight

Chart 53. The preferences of confectionery consumers in large Russian cities regarding brands, waffle cakes

Chart 54. The preferences of confectionery consumers in large Russian cities regarding tastes, waffle cakes

Chart 55. The preferences of confectionery consumers in large Russian cities regarding prices for waffle cakes

Chart 56. The preferences of confectionery consumers in large Russian cities regarding brands of fancy cakes and pastry

Chart 57. The preferences of confectionery consumers in large Russian cities regarding tastes of fancy cakes and pastry

Chart 58. The preferences of confectionery consumers in large Russian cities regarding the prices for fancy cakes

Chart 59. The preferences of confectionery consumers in large Russian cities regarding the prices for pastry

Chart 60. The preferences of confectionery consumers in large Russian cities regarding brands, in the segment of muffins and babas

Chart 61. The preferences of confectionery consumers in large Russian cities regarding tastes, in the segment of muffins and babas

Chart 62. The preferences of confectionery consumers in large Russian cities regarding prices for muffins, swiss rolls, babas

Chart 63. The preferences of confectionery consumers in large Russian cities by brands, rolls segment

Chart 64. The preferences of confectionery consumers in large Russian cities by tastes, rolls segment

Chart 65. The preferences of confectionery consumers in large Russian cities by brands, zwiebacks segment

Chart 66. The preferences of confectionery consumers in large Russian cities by tastes, zwiebacks segment

Chart 67. The preferences of confectionery consumers in large Russian cities regarding prices for packed zwiebacks and barankas

Chart 68. The preferences of confectionery consumers in large Russian cities regarding prices for zwiebacks and barankas sold by weight

Chart 69. The preferences of confectionery consumers in large Russian cities regarding brands, barankas segment

Chart 70. The preferences of confectionery consumers in large Russian cities regarding prices, barankas segment

Chart 71. Preferred places of consuming confectionery in large Russian cities

Chart 72. Age composition of the group of active confectionery consumers in large Russian cities

Chart 73. Sex composition of the group of active confectionery consumers in large Russian cities

Chart 74. Composition of the group of active confectionery consumers in large Russian cities regarding the income level per family member

Chart 75. Composition of the group of active confectionery consumers in large Russian cities regarding the motives of choosing of the trademark

Chart 76. Preferences regarding the places of purchase of confectionery by the active buyers in large Russian cities in comparison with average medium rate

Charts 77-78. Reference of the quantity of the active buyers in each of the market segments of confectionery in comparison with similar average medium rate, packed confectionery vs. sold by weight

Charts 79-80. Reference of the volume of consumption of confectionery by the active buyers in large Russian cities in comparison with average medium rate, packed confectionery vs. sold by weight

Chart 81. Trademark preferences of the active confectionery consumers in large Russian cities in comparison with average medium values, sugar cookies segment

Chart 82. Trademark preferences of the active confectionery consumers in large Russian cities in comparison with average medium values, glazed cookies segment

Chart 83. Trademark preferences of the active confectionery consumers in large Russian cities in comparison with average medium values, waffles segment

Chart 84. Trademark preferences of the active confectionery consumers in large Russian cities in comparison with average medium values, sugar cookies segment

Chart 85. Trademark preferences of the active confectionery consumers in large Russian cities in comparison with average medium values, oatmeal cookies segment

Chart 86. Trademark preferences of the active confectionery consumers in large Russian cities in comparison with average medium values, glazed cookies segment

Chart 87. Trademark preferences of the active confectionery consumers in large Russian cities in comparison with average medium values, spice-cakes without fillings segment

Chart 88. Trademark preferences of the active confectionery consumers in large Russian cities in comparison with average medium values, waffle segment

Chart 89. Trademark preferences of the active confectionery consumers in large Russian cities in comparison with average medium values, Swiss rolls segment

Charts 90-91. Socio-demographic profile of the consumers of packed sugar cookies and sugar cookies sold by weight

Charts 92-93. Socio-demographic profile of the consumers of packed short cookies and short cookies sold by weight

Charts 94-95. Socio-demographic profile of the consumers of packed dry cookies and dry cookies sold by weight

Charts 96-97. Socio-demographic profile of the consumers of packed oatmeal cookies and oatmeal cookies sold by weight

Charts 98-99. Socio-demographic profile of the consumers of packed multi-layers cookies and multi-layers cookies sold by weight

Charts 100-101. Socio-demographic profile of the consumers of packed cookies with fillings and cookies with fillings sold by weight

Charts 102-103. Socio-demographic profile of the consumers of packed glazed cookies and glazed cookies sold by weight

Chart 104. Socio-demographic profile of the consumers of assorted cookies

Charts 105-106. Socio-demographic profile of the consumers of packed spice-cakes without fillings and spice-cakes without fillings sold by weight

Charts 107-108. Socio-demographic profile of the consumers of packed spice-cakes with fillings and spice-cakes with fillings sold by weight

Charts 109-110. Socio-demographic profile of the consumers of packed spice-cakes with fillings and spice-cakes with fillings sold by weight

Charts 111-112. Socio-demographic profile of the consumers of packed crackers and ship’s biscuits and crackers and ship’s biscuits sold by weight

Charts 113-114. Socio-demographic profile of the consumers of packed waffles and waffles sold by weight

Chart 115. Socio-demographic profile of the consumers of waffle cakes

Chart 116. Socio-demographic profile of the consumers of cakes and pastry

Chart 117. Socio-demographic profile of the consumers of muffins and babas

Chart 118. Socio-demographic profile of the consumers of Swiss rolls

Charts 119-120. Socio-demographic profile of the consumers of packed zwiebacks and zwiebacks sold by weight

Charts 121-122. Socio-demographic profile of the consumers of packed barankas and barankas sold by weight

Chart 123. Preferences of “experimenting” and “original” consumers referring the tastes of sugar cookies as compared to average sample statistics

Chart 124. Preferences of “experimenting” and “original” consumers referring the tastes of short cookies as compared to average sample statistics

Chart 125. Preferences of “experimenting” and “original” consumers referring the type of glazing of the glazed cookies as compared to average sample statistics

Chart 126. Age composition of the groups of “experimenting” and “original” consumers

ChartChart 127. The composition of the groups of “experimenting” and “original” consumers regarding the level of income

Chart 128. Preferences of "suspicious" and "nostalgic" consumers regarding the trademarks of waffles as compared to average medium rate

Chart 129. Preferences of "suspicious" and "nostalgic" consumers regarding the trademarks of fancy cakes as compared to average sample statistics

Chart 130. Age composition of “suspicious” and “nostalgic” consumers

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Buyers’ and consumers’ behavior in the confectionery market in large Russian cities (the poles of consumers in 12 large russian cities)
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