home » Calculations » Marketing research characterization of yogurt as a product. Marketing research of yogurt brand "Activia

Marketing research characterization of yogurt as a product. Marketing research of yogurt brand "Activia

To start conducting marketing research, it is necessary to determine the sample. Since the sample is part of the population under study, the data obtained from the sample will most likely not exactly match the data that can be obtained from all units of the population.

When conducting marketing research, only two of its values are usually considered: 95% or 99%. Z=1.96 corresponds to the first value, Z=2.58 to the second. e %, is equal to the percentage of sample members that fall within the same error range.

Assuming a variation of 50%, an accuracy of +-10%, at a 95% confidence level, we calculate the sample size:

Development of a questionnaire for conducting a survey

To conduct a survey, it is necessary to develop a questionnaire. A questionnaire is a research tool for collecting primary data by a survey method, which is a formalized composition of questions that the respondent must answer.

96 people answered the proposed questionnaire. Respondents responded to identify preferences regarding the products of the Danone brewing company.

Data obtained during the interview (in % of the larger number of respondents interviewed)

1. Do you drink yogurt?

3. Do you drink Danone yoghurts?

yes 73% no 27%

4. What brands of yogurt do you prefer?

5. How do you rate Danone products?


Quality

Design/ packaging
brand fame

6. How do you rate any other company's yoghurts?

8. If your favorite varieties of yogurt are not on sale nearby, you:
- a) keep looking 12%
- b) choose another 47%
- c) temporarily refuse to buy 25%
- d) other 16%
9. Purpose of purchase?
a) health, diet 36%
b) tasty 25%
c) convenient 26%
d) useful 10%
e) other 3%
10. Gender
a) woman 29%
b) male 71%
11. Age
a) 10-35 years old 32%
b) 36-45 years old 37%
c) over 46 years 31%
12. Monthly family income
a) up to 5000 rubles. 29%
b) 5000-10000 rubles. 22%
c) 10,000-15,000 rubles. 19%
d) 15000-20000 rubles. 23%
e) more than 20,000 rubles. 7%

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Marketing research yogurt trademark"Activia"

general characteristics

I conducted a marketing research of the Activia fermented milk products trademark. The study was based on the following imaginary market situation: demand fell, and as a result, sales of Activia brand yogurt decreased, which required a marketing research to develop specific recommendations and tips to improve product sales.

For this, one of the methods of marketing research was chosen - a survey. The purpose of the survey is to identify the preferences of buyers in terms of assortment and price. Both closed and open questions were used in the questionnaire in order to obtain the most information. As a result of the survey, 22 people were interviewed. At the same time, they applied various methods obtaining information: personal survey - 77% (17 people), telephone survey - 14% (3 people) and Internet survey - 9% (2 people).

The survey was conducted on an objective stratified random sample. Respondents were selected on a random basis. The entire number of respondents was divided by age, gender and income level, with the majority of the respondents being women. All questionnaires filled out by the respondents are given in the appendix.

Answers to questions 1-4 contain detailed information about the identity of the respondent, which allows you to segment the market by gender, age and other characteristics.

Questions 5-9 ask about the tastes, preferences and habits of dairy consumers. They also determine the most important properties of dairy products, according to the respondents (question 9).

The answers to question 8 provide information about the main competitors and preferences of the respondents. Allows you to identify the leader and draw certain conclusions on the further work of the company.

Questions 10-17 clarify the attitude of buyers to the products of the Activia brand in general and their individual characteristics, provide information about the price barrier, product quality and usefulness. Question 17 gives the respondent the opportunity to give recommendations and advice for the future successful functioning of the company.

Questionnaire analysis

Let us analyze the results obtained for each question.

Question 1. Your gender?

a) male b) female

The purpose of the question: to segment the market by gender. This question is at the heart of the sample: it was not known in advance how many men and women would be interviewed. The survey was based on the principle of randomness.

As a result, 41% of men and 59% of women (9 men and 13 women from different age categories) were surveyed, which made it possible to determine the difference in tastes and preferences of representatives of different sexes.

Question 2. Your age?

a) up to 20 years c) from 31 to 40

b) from 21 to 30; d) 41 and older

The purpose of the question: to segment the market by age. This question underlies the sample: it was not known in advance how many approximately respondents of different ages would be interviewed. But as a result of the survey, all age categories of the population were interviewed.

This question allows you to determine the difference in tastes and preferences of representatives of different age groups.

Thus, it was asked:

1. Women:

· from 21 to 30 - 27% (6 people);

2. Men:

up to 20 years (inclusive) - 14% (3 people);

· from 21 to 30 - 9% (2 people);

· from 31 to 40 - 9% (2 people);

41 and older - 9% (2 people).

The ratio of respondents of different age categories, men and women together, is shown in Diagram 1.

Diagram 1. Ratio of respondents of different age groups

Question 3. Your family size is:

a) 1-2 people b) 3-4 people c) 5 or more

The purpose of the question: to segment the market depending on the number of people living in a given family of the respondent.

The family size of 18% of the respondents (4 people) is 1-2 people, and the same percentage is made up of families with 5 or more people. The largest number of respondents have a family composition consisting of 3-4 people - 63% (14 people).

Diagram 2. The ratio of respondents with different family sizes

This question allows you to determine the difference in the preferences of different groups, depending on the composition of the family of the respondents, and it also provides information on the possible volume of product consumption.

Question 4. Your average monthly income:

a) less than 5000 rubles. b) over 5,000 to 10,000 rubles.

c) over 10,000 to 30,000 rubles. d) more than 30,000 rubles.

The purpose of the question: to segment the market depending on the level of income of buyers.

The respondents have next level income:

27% (6 people) have an income of less than 5,000 rubles;

41% (9 people) - over 5,000 to 10,000 rubles;

27% (6 people) - over 10,000 to 30,000 rubles;

5% (1 person) - more than 30,000 rubles.

The ratio of respondents with different income levels is shown in Diagram 3.

Diagram 3. The ratio of respondents with different income levels

This question allows you to provide information about the respondent's income and financial situation. Based on the data obtained, it is possible to determine the capabilities and abilities of the respondent to make a particular purchase, as well as the importance of price when choosing a product.

Question 5. How do you prefer to receive information about dairy?

a) shopping

Purpose of the question: to identify sources of data on dairy products.

According to the results of the survey, 18% (4 people) of the surveyed respondents receive information from promotions. An equal percentage of respondents answered that they learn about the product by visiting stores, as well as by radio and television - 36% each (8 people each). And only 9% (2 people) offered their own answer.

Diagram 4. Ratio of respondents by source of information.

Question 6. What types of dairy products do you prefer?

a) milk b) kefir

c) yogurt c) other ________________________________

The purpose of the question: to segment the market of preferences and tastes of consumers by types of dairy products.

As a result of the survey, the following data were obtained: milk is consumed by 55% (12 people) of the respondents, kefir - 14% (3 people), yogurt - 50% (11 people) and 27% (6 people) wrote their answer. The data exceeds 100%, since the majority of respondents chose several dairy products at once.

Diagram 6. Consumer preferences when buying dairy products

According to the survey, it can be seen that a very small part of the respondents consume kefir, only 14%. Based on these data, Activia should pay attention to the manufacture of this particular type of product in order to attract a buyer. It may be necessary to improve the taste of products, beneficial features, enhance advertising and expand the range.

Question 7. How often do you eat yogurt?

a) daily b) 3-5 times a week

c) 1-2 times a week d) never

Purpose of the question: to determine the frequency of consumption and the needs of respondents in the use of dairy products.

As a result of the survey, the following data were obtained:

daily - 23% (5 people);

3-5 times a week - 23% (5 people);

1-2 times a week -50% (11 people);

never - 5% (1 person).

Diagram 5. Frequency of consumption of dairy products by respondents

Based on the data obtained, we can say that half of the respondents (50%) consume dairy products 1-2 times a week. And this is not entirely good for the development and profit of the company, since there is no particular demand for dairy products. Therefore, Activia needs to develop strategies for the best promotion of its product and look for new methods to attract customers.

Question 8. What is important to you when choosing yogurt?

The purpose of the question: to find out the most important properties of dairy products, which the buyer relies on when choosing a product.

Let's display the survey data in the table:

Table 1

The ratio of the level of respondents in terms of the importance of the properties of dairy products is reflected in diagram 7.

Diagram 7. Assessing the Importance of Dairy Product Quality

Summing up, we can say that:

1. Taste is the most important indicator when choosing a dairy product buyer, as it is rated with the highest rating. And only a small part of consumers does not pay special attention to this property. It should be noted that not a single respondent gave the taste a negative assessment.

2. Quality, like taste, according to the results of the survey, plays one of the important roles when choosing a product. Interestingly, the answers in terms of taste and quality coincide in terms of the number of percentage components.

3. Despite the current situation in the country, the price is not the main factor when buying dairy products. Most of the respondents do not pay much attention to the price. This means that Activia should not get too hung up on the price barrier.

4. Useful properties are in third place in importance when choosing products. Perhaps this is due to the fact that they are difficult to feel and impossible to verify, therefore, useful properties are not as important when buying as the taste and quality of the goods, according to the respondents.

5. Packaging according to the results of the survey is not the main indicator. Most of the respondents rated this factor negatively.

Therefore, Activia should pay due attention to the taste, quality and useful properties of its products.

Question 9. Name 3-5 brands of yoghurt manufacturers that you prefer ___________________________________

The question is open.

The purpose of the question: to determine the clear leader of dairy products on the market, and therefore to know your competitor.

In this question, the respondents themselves suggested brands of dairy products that they prefer. According to the results of the survey, the most common, well-known and most often consumed brand of dairy products is Danone 50% (10 people). Also, the most frequently used brands were the following companies: Vkusnoteevo - 41% (9 people), Activia - 41% (9 people), Ivan Poddubny - 23% (5 people), etc.

Based on this situation, Activia needs to pay attention to its products, as it is slightly behind the competitor's company. It is necessary to disseminate more information about your products, expand the range and introduce your innovations, which will significantly increase the demand for goods. Competitors should also be monitored.

Question 10. What is your opinion about Activia products?

The purpose of the question is to find out general idea respondents about the goods and products of the Activia trademark. The question is open.

Respondents gave different answers, the most common opinions were: normal - 36% (8 people), excellent - 27% (6 people), good - 23% (5 people). 14% are answers of other content.

In general, there were no negative opinions about Ativia, which is a positive factor. And it indicates that the increase in demand for goods depends only on the further actions of the company.

Question 11. What flavor of Activia yogurt do you prefer?

a) natural b) fruity

c) with cereals d) other ____________________________

The purpose of the question: to determine the demand for a certain taste of yogurt in connection with the constant choice of its respondents, as well as to determine the preferences of the respondents.

The poll results are as follows:

natural - 18% (4 people);

fruit - 50% (11 people);

with cereals - 27% (6 people);

other - 5% (1 person)

Diagram 8. The ratio of respondents by taste preference

It follows from these data that half of the interviewed respondents prefer the fruit flavors of yogurt. Therefore, Activia should improve the performance of fruit flavored yoghurts and reverse great attention to other tastes in order to attract the buyer. In my opinion, Activia needs to develop a series of new flavors that will include exotic fruits in their composition, while giving good advertising and hold a series of yoghurt tasting campaigns. In my opinion, this will increase interest in this brand, both among buyers and competitors.

Tasteless ___________________________________ Tasty

The purpose of the question: to determine the assessment of taste, as well as the attitude of respondents to Activia yogurt.

Yoghurt "Activia" was evaluated on a 10-point scale of taste. The highest percentage of respondents rated 8 - 36% (8 people), 27% (6 people) rated yogurt 5 points, 9% (2 people) rated 6 points and only 14% (3 people) gave the highest score.

Based on the results of the survey, we can say that, in principle, the ratings were not bad, but still not the highest. Therefore, Activia needs to work on the taste properties and improve its product in order to increase the quality rating.

Question 13. Are you satisfied with the price of Activia yogurt?

a) yes b) no d) anyway

The purpose of the question: to find out the opinion of the respondents about the price of Activia products, whether it is important when buying a product and whether it should be given due attention.

According to the results of the survey, it was revealed that 41% (9 people) do not pay tribute to the price, and they do not care what the price of Activia yogurt is. But the percentage of those who are not satisfied with the price, which is 32% (7 people), is more than the percentage of those who are absolutely satisfied with the price - 27% (6 people). This means that Activia sometimes needs to lower the prices of its products in order to attract more customers. But, despite this, the survey result showed that it was not the price that became the decrease in demand for the goods.

Question 14. In your opinion, the most optimal price for Activia yogurt (400 ml) is within:

a) from 10 to 20 rubles. b) from 20 to 30 rubles.

c) from 30 to 40 rubles. d) your choice ______________

The purpose of the question: to determine the scope of the desired price for buyers. And according to the acceptable, from the point of view of the buyer, price of the goods, calculate the average sampling error and the limit values of the general average.

Table 2 Acceptable price of goods from the point of view of the buyer

1. I will first calculate the average sampling error. To do this, I find the arithmetic mean of the series using the formula:

where is the average value of the studied indicator in the i-th interval;

The number of respondents in the i-th interval.

x \u003d 15 * 11 + 25 * 11 + 0 * 35 / 22 \u003d 165 + 275 + 0 / 22 \u003d 20

The dispersion is calculated by the formula:

f \u003d (15-20) 2 * 11 + (25-20) 2 * 11 + (35-20) 2 * 0 / 22 \u003d 275 + 275 / 22 \u003d 25

When selecting, the error of the sample mean is determined by the formula:

where n is the number (size) of the sample.

µ = v25 / 22 = 1.07

2. The marginal sampling error is calculated as:

The values of t and P (the probability of making one or another error) are given in special tables, where P is considered as a function of t.

Let's find the limiting values of the general average with the probability P=0.954. According to the table of values t=2, then

2 * 1,07 = 2,14

20 - 2.14? X? 20 + 2.14

17.86? X? 22.14

Thus, with probability P=0.954, the lower limit value of the average purchase amount is 17 rubles. 86 kopecks; and the top - 22 rubles. 14 kop.

Question 15. Do you agree with the expression that Activia brand yogurt has a beneficial effect on your body?

a) totally agree

b) find it difficult to answer

c) totally disagree

The purpose of the question: to determine the opinions and personal feelings of the respondents on the presence of useful properties in Activia yogurt.

41% (9 people) absolutely agree with this expression. The largest number of respondents found it difficult to answer the question 59% (13 people) and not a single person answered that they did not agree.

The data obtained may indicate that the majority of consumers very rarely consume Activia yoghurts, so they find it difficult to answer or do not pay due attention to this. The task of the company is to maximize the interest of buyers in the presence of useful properties that are not contained in other brands of dairy products. Since, as mentioned above, the beneficial properties of dairy products occupy one of the main places when purchasing goods by the respondents.

Question 16. If you are offered to participate in the action "Activia - the health of your body." You:

a) of course, take advantage of this offer

b) maybe take advantage of this offer

c) you might not take advantage of this offer

d) don't take advantage of this offer

The purpose of the question: to reveal the confidence of the respondents and to determine the level of interest in the Activia trademark.

The result of the survey was the following data:

· Of course, they will take advantage of this offer - 32% (7 people);

· possibly take advantage of this offer - 50% (10 people);

· perhaps they will not take advantage of this offer - 14% (3 people);

· will not take advantage of this offer - 9% (2 people).

Diagram 9. The ratio of interest and trust in the company "Activia"

Summing up the data of this question, it should be noted that half of the respondents will probably participate in the promotions held by Activia. This means that buyers do not have much interest in this product and they doubt the positive result of the action. The firm's goal is to increase this interest in a variety of ways, not just by holding promotions, as judging by the survey, they do not generate particularly good results.

Question 17. Your suggestions, advice and recommendations for the future prosperity of the company ______________________________________

The purpose of the question: to identify specific measures to improve products and raise demand, as well as the best promotion of the product on the market. The question is open.

· 23% (5 people) advise expanding the assortment, developing new flavors of yoghurts;

· 27% (6 people) of respondents refrained from the proposed question.

Having conducted a marketing research on Activia's dairy products, I would like to make recommendations for promoting products on the market.

1. The company must first of all pay great attention to the opinions and suggestions of consumers, that is, take into account the above recommendations.

2. The company needs to increase demand for some types of dairy products that are not in high demand among consumers in order to increase sales and increase profits.

3. It is also possible to introduce innovations, innovations. This can be either the development of new flavors or a change in the form of packaging to increase interest and attract a new circle of buyers.

4. I would also like to advise the Activia company to carry out more promotions related to the upcoming holidays, change of season, make special offers that will attract people of different ages (price reduction, increased immunity, when buying 2 types of goods, providing the 3rd one for free ).

1. The company "Activia" must first of all pay great attention to advertising. Since the majority of respondents know little about its products, therefore, they choose dairy products of those brands that they have heard the most about. Based on this, low demand is planned.

2. It is recommended to reduce prices to the most acceptable ones, adhering to the limit values of the average purchase amount of 17.86 ? X? 22.14, and also taking into account the prices for similar dairy products, which are the leader in Voronezh precisely due to more low prices compared to other brands.

3. And also one of the most important tips is, expanding the product range. This will significantly increase interest and demand for Activia products. It will allow you to bypass competitors and switch the attention of consumers to your product.

FEDERAL STATE BUDGET EDUCATIONAL INSTITUTION
HIGHER PROFESSIONAL EDUCATION
"OMSK STATE AGRARIAN UNIVERSITY
them. P.A. Stolypin"
INSTITUTE OF ECONOMICS AND FINANCE

Department of Economics and Management
agricultural production

MARKETING RESEARCH
product "Yogurt"
in the discipline "Marketing Research"

Completed: student 52 gr.
Lapova Y.S.
Checked by: Zharova V.V.

Omsk 2013
Content
Introduction…………………………………………………………………….3
1 Product Description………………………………………………………. 4
2 Questionnaire "Identifying the preferences of buyers of yogurt"……………6
3 Analysis of collected data……………………………………………….9
Conclusion…………………………………………………………………12

Introduction
The traditions of consumption of fermented milk products, the "healthy diet" actively promoted at the present time, provide a steady demand on the market for such products, in particular - for yogurts. The range of products is constantly expanding, new types of yogurt are being developed with different levels of acidity, viscosity, various flavors and biologically active additives. Packaging requirements are also changing. Finally, it is advisable to take into account the tastes and preferences of the main target group of consumers - children and adolescents. Yoghurt, which appeared many centuries ago in the Middle East, is now firmly established in the daily diet of millions of people. Products that could hardly have been imagined yesterday are already sold in supermarkets in a wide range. Today, yogurt is not only a finished product, as it was 10-15 years ago, but excellent products with fruit additives, Aloe Vera, carbonated drinks, breakfasts containing muesli and vitamins, ice cream, and even yogurt butter have appeared on its basis. As the quantity of yoghurt products increases, so will their quality. The most famous and popular among consumers foreign countries is yogurt - a representative of the class of fermented (sour-milk or fermented) products for one decade.

1 PRODUCT DESCRIPTION

Yoghurt is a fermented milk product with a high content of non-fat milk solids, produced using a mixture of starter microorganisms.
The word "yogurt" is Turkish and means "condensed". The Turks and related nomadic peoples have long carried milk in skinskins on the backs of horses and donkeys. Bacteria got into the product from air and wool, fermentation took place in the heat, and constant shaking completed the job, turning the milk into a thick sour drink that did not spoil for a long time and at the same time retained all its beneficial properties.
In general, the following case contributed a lot to the popularization of yogurt - in 1510, the king of France, Francois I, fell mortally ill. The court doctor, a native of Turkey, tried all the methods of treatment known to him, but to no avail. The king managed to recover only after he began to regularly eat yogurt. At the royal court, they even kept a special herd of goats so that fresh milk was always at hand.
In the world, yogurt has become popular thanks to the Danone Yogurt company. The founder of Danone, Isaac Carasso, developed the yogurt trade in Europe in the 1930s. And in 1942, Danone began producing yogurt in the USA in New York City, and it is from this date that the history of the company is counted, which celebrated its 60th anniversary in 2002 and has become for many a symbol of high-quality and unusually tasty yoghurts.
Yoghurts, depending on the raw materials used, are divided into the following groups:

Yoghurts, depending on the use of flavoring additives, are divided into:

2 QUESTIONNAIRE
"Revealing the preferences of yogurt buyers"
The purpose of our study:
- study of consumer behavior in the market of fermented milk product - yogurt.
Tasks:

Questionnaire.
1. Do you buy yogurt?

2.Your gender:

3.Your age:

4. How often do you buy yogurt?

5. What type of yogurt packaging do you prefer?

6. In what volume package do you buy yogurt?

7. What kind of yogurt do you prefer to buy?

8. With what mass fraction fat Do you buy yogurt?

9. What brand of yogurt do you prefer?

10. Do you pay attention to the composition?

11. Do you always look at the date of manufacture?

12. Provides your choice of advertising yogurt means mass media?

40 people were interviewed!

3 ANALYSIS OF COLLECTED DATA

Yes: 40 100%

3. What type of yogurt packaging do you prefer?

Plastic bottle

4. What kind of yogurt do you prefer to buy?

5. What brand of yogurt do you prefer?

6. Do you always look at the date of manufacture?

Conclusions and results of the survey

After analyzing our questionnaire, we can conclude that the purpose of our study - to study consumer behavior in the market of a fermented milk product - yogurt, has been achieved. Our main tasks were also solved: the study of customer preferences regarding the brand, packaging and flavoring additives. The most popular packaging is a plastic cup (65%). The most favorite brand of yogurt is Activia (25%). Well, the most preferred flavoring additive is the addition of pieces of fruit (35%).

CONCLUSION

To date, the production of yogurt in Russia is one of the most common types of food industry. Constantly there is a technical re-equipment and equipment of the enterprises of the dairy industry of the country with modern technological equipment, the latest technology, production is comprehensively mechanized and automated. Increasingly, computers are being used. A lot of work is being done to improve the quality, improve and enrich the range of dairy products, since quality is one of the most important criteria for the competitiveness of goods. However, such awareness has not yet come to all manufacturers, which has a negative impact on the image of Russian goods in general. Therefore, it is necessary to qualitatively improve and modernize the production of dairy products.
Yoghurts have many beneficial substances, they have a beneficial effect on the digestive activity of the human body.
Yogurt quickly relieves hunger, quenches thirst. Like most fermented milk products, it is useful for people of all ages, especially the elderly, as well as pregnant and lactating mothers. The increased content of protein and fat makes it possible to recommend
production of therapeutic yoghurts without additives, but containing medicinal plant materials, which are a healing component, is especially convenient and practical for children, dietary, diabetic and special nutrition people. However, the output of these products is also constrained by the lack of financial resources from processing enterprises.
With a qualitative development, the introduction of new developments in the technical and technological spheres of yogurt production, there are broad prospects for promoting products to foreign markets, where there is a high purchasing power of the population.