The purpose of the study is to study the decision-making process, the purchase response, factors that determine the behavior of these consumers. In order for the market analysis is indeed objective, it is necessary to comply with the scientifically based regulations of the survey procedure generated within the framework of social sciences. Proper positioning of functional products ensures their successful promotion on the market. The most popular flour confectionery product among the respondents is recognized as cookies (28%), 25% of respondents are more often buying waffles, gingerbread - 15, and only 5% are cakes. As a result of the study, it turned out that the main reasons for low demand for preventive products, from the point of view of consumers, are: the admission of the population about medical properties Products, high prices, insufficient selection and unsatisfactory quality. Despite the insignificant interest of respondents to food value confectioneryMost of them consider it necessary to produce prophylactic products. Negatively, only 4% of respondents belong to this issue. The motivation of the preferences of respondents when making a purchase consists of the level of income, conservatism in the demand, state of health, limitedness of the choice, proximity of the places of sale, appearance, etc.
Marketing
research
motivation
confectionery
1. Jahaimova OI, Krasina I.B., Tarasenko N.A. The use of functional additives in the production of flour confectionery products // News of higher educational institutions. Food technology. - 2013. - № 1 (331). - P. 40-42.
2. Evdokimova O.V. Methodology for improving the efficiency of promotion of functional foods to the consumer market / O.V. Evdokimova, E.P. Corngen, T.V. Perschekova, A.A. Shpolanova, R.S. Fuchs // News of universities. Food technology. - 2009. - № 2-3. - P. 107-109.
3. Eremin O.Yu., Ivanova T.N. Analysis of the share of bread products in the consumer basket and cash revenues of the population // Food industry. - 2010. - № 5. - P. 42-44.
4. Molchanova E.N., Shipheyeva MG, Karushevam.g. Marketing research of preferences of consumers of flour confectionery products // Confectionery production. - 2012. - № 5. - P. 28-32.
5. Soldykina O.V. The results of the marketing research of consumer preferences in the market of bakery and confectionery goods of Orenburg // Bulletin Ogu. - 2011. - № 5 (124). - P. 59-63.
6. Tarasenko N.A. Using food fibersobtained from the seeds of the Espartzet, in the production of waffle crisp // News of higher educational institutions. Food technology. - 2014. - № 4. - P. 53-55.
7. Tarasenko N.A. Development of a new type of confectionery product - SPA waffle // News of higher educational institutions. Food technology. - 2014. - № 5-6. - P. 50-53.
8. Tarasenko N.A. Development of technology waffle functional use using stevipide: dis. ... Cand. tehn science - Krasnodar, 2010. - 181 p.
9. Tarasenko N.A., Nikonovich S.N. Development of a recipe for pralna candies with a functional fat component // News of higher educational institutions. Food technology. - 2014. - № 1 (337). - P. 64-66.
From the standpoint of modern marketing, in order to act on the market more efficiently, the manufacturer needs to "create their own consumer", to know its preferences in choosing goods and better adapt to its requirements. For this purpose, we conducted a study of consumer motivations and preferences when choosing confectionery.
The purpose of the study It is the study of the decision-making process, the purchase response, factors determining the behavior of these consumers. In order for the market analysis is indeed objective, it is necessary to comply with the scientifically based regulations of the survey procedure generated within the framework of social sciences.
To develop and implement the products of the new type, it is important to know the preferences of the population regarding goods of a group, in particular, flour confectionery and culinary products, the level of consumption of which is quite high in Russia. The proportion of preventive treatment products is 8-10% on average. In addition, there is a tendency to increase the volume of production of expensive products with a high content of fat and sugar, contrary to the main provisions of the theory healthy nutrition.
Analysis of the market for flour confectionery products, as well as marketing studies make a significant contribution to the development of production of this product.
As a result, one of these studies was revealed that the majority of respondents prefer to consume flour confectionery several times a week (41% of men and 59% of women). Considering that more than 20% of respondents consume this product daily, we can talk about a significant role of flour confectionery and culinary products in nutrition of citizens. It was also recorded that waffle products prefer people over 55 years old.
To the question: "Would you consume more often flour confectionery and culinary products, if their composition included useful products?" 53% of men and 44% of women responded positively. This is especially welcomed by men up to 25 (64%) and 45-55 years (71%), as well as women 35-45 years old (70%). About 35% of respondents fact fact useful products not interested.
The importance of low caloric content of flour confectionery and culinary products noted only 27% of men and 46% of women. Among them are especially attentive to this indicator of women 25-35, as well as 45 years and older (more than 67% for each category) and men in 55 years (37%).
In the modern world, preventive food products are becoming increasingly important. In their production, special attention should be paid to product mass consumption.
As part of the state policy, the share of mass consumption products enriched with vitamins and minerals should be at least half of the total production. Flour confectionery remains one of the main foods of the majority of the population, therefore the creation of products, which is not only food, but also has therapeutic and preventive properties - an important reserve for improving public health. The correct positioning of functional products ensures their successful promotion on the market (Fig. 1). In this regard, relevant studies of consumer motivation and preferences when choosing confectionery products.
Cookies are the most popular (28%) flour confectionery, 25% of respondents are more often buying waffles than gingerbread (15%), and only 5% are cakes.
As a result of the study, it turned out that the main reasons for low demand for preventive products from the point of view of consumers are: the admission of the population on therapeutic properties of products, high prices, insufficient choice and unsatisfactory quality.
The opinions of consumers about the most significant indicators when buying preventive products are presented in Fig. 2.
Thus, the most significant criteria for buyers are freshness, taste and smell, appearance.
Despite the slight interest of confectionery interviewed to the nutritional value, most of them (70%) considers it necessary to produce prophylactic products. Negatively, only 4% of respondents belong to this issue.
Fig. 1. Chart dependence of respondents' relationships to preventive confectionery products
Fig. 2. The significance of the properties of flour confectionery products for consumers
The motivation of the preferences of respondents when making a purchase consists of the level of income, conservatism in the demand, state of health, limitedness of the choice, proximity of the places of sale, appearance, etc.
Analyzing the data obtained, found that the main motive is the conservatism of buying demand, in second place - the level of income.
Currently, the consumer of confectionery seeks to buy high-quality products of a wide range, without spending efforts to search for places of purchase, acquires them in close proximity, not paying attention to the manufacturer.
Thus, marketing research of consumer motivation and preferences when choosing confectionery products made it possible to conclude that ensuring the health of the population is possible due to the integrated approach to the choice of functional ingredients to enrich confectionery products.
Based on the above, the Department of Grain, Bread, Food and Subtropic Products technology is underway to develop flour confectionery products using functional food additives.
So the authors are studied chemical composition and the properties of dietary fibers obtained from the seeds of the Esparcet, the plants of the legume family, and the possibility of making dietary fibers in the production of a new type of flour confectionery product - waffles when replaced from 3 to 10% flour. It has been established that dietary fibers from the Esparcet seeds reduce the humidity of products and highlights that can be explained by a significant increase in the density of the waffle test with an increase in the dosage of fibers and the reduced humidity of the additive itself with a low water absorption capacity. As a result, the optimal dosage of 5% of the fibers from the mass of flour and the recipe of the waffle crypt "Health" has been developed. The use of dietary fibers obtained from the seeds of the Espartze, in the production of waffles, will allow to obtain products that have a positive effect on the physiological functions of the human body and strengthen the taste and fragrance finished products.
The process of creating high-quality products capable of maximally satisfy the requests of modern consumers, requires a clear understanding of modern market trends and innovation. In this regard, studies are conducted on the creation of a new type of waffle, namely the SPA waffle. SPA waffles are specially manufactured for use in water procedures in order to achieve maximum relax and for a general tonic action. Determined that mineral waterIn which their composition, due to their healing properties, has a beneficial effect on health, well-being and improves vitality. In assessing the quality of finished products according to standard methods, were determined physical and chemical indicators Quality of control and prototypes. Experienced SPA-waffle samples prepared with the addition of functional ingredients differ in the main indicators from the control specimen, there are no sucrose and the protein content in them above twice, as well as they have antioxidant and tonic properties by introducing a cola and phospholipid product "FEIS".
If we talk about the trends in the preventive product market, then gradually, but confidently useful pastry products come out of a necchean niche for educational, medical, wellness, sports facilities. Fashion for a healthy lifestyle, as well as buyers' desire to have the same model proportions of the body enters the conflict with well-established food habits, and in this situation manufacturers won, which can offer traditional products with improved, lightweight content.
The publication was prepared as part of the supported RGHF scientific project No. 15-36-01235 of 03.06.2015 "Social aspects and prevention of diabetes and obesity".
Reviewers:
Shazo A.Yu., Doctor of Technical University, Professor, Head of the Department of Grain, Bread, Food and Subtropical Products, FGBOU VPO "Kuban State Technological University", Krasnodar;
Ilyinova S.A., D.T., Professor of the Department of Firms, Cosmetics, Merchasing, Processes and Apparatus, FGBOU VPO "Kuban State Technological University", Krasnodar.
Bibliographic reference
Tarasenko N.A., Baranova Z.A. Marketing research of consumer motivation and preferences when choosing confectionery // Fundamental studies. - 2015. - № 9-1. - pp. 174-177;URL: http://fundamental-research.ru/ru/article/view?id\u003d38989 (date of handling: 04/20/2019). We bring to your attention the magazines publishing in the publishing house "Academy of Natural Science"
The segment of flour confectionery products in Russia is at the stage of saturation. To increase the demand of the enterprise, the production is updated, give the goods corporate identity, create products of new species. To date, there is a tendency to complicate products, as the flour confectionery products, on the one hand, the goods of almost everyday demand, and at the same time, the product is for pleasure. Increasingly, "specialized" products appear, such as lean products and sweets of various kitchens of the world, who stably occupied their niche in the Russian market.
The most popular view of the flour products is cookies. On average, Russia consumes approximately 4.5 kilograms of this product per person, that is, in our country there are only 645,750 tons of cookies per year, and almost half of this volume falls on residents of the largest cities.
The share of cookies within the framework of this segment is estimated by a number of experts and researchers in different ways and varies from 30 to 60%. The question is which categories when assessing the market include in the category of flour confectionery products, and what regions are we talking about. If we talk about the largest cities of Russia and the most popular types of flour confectionery products, then the cookie looks like the most attractive segment - it takes 60% of the market volume among such competitive groups, like gingerbread, which occupies 16% of the market volume, cakes and pastries 8% , cupcakes and biscuits 7%, and waffle cakes are only 4% of the market volume. Figure 1 shows the structure of the flour confectionery market in 2013 in physical terms.
Fig.1
As can be seen from Table 6, biscuits of oatmeal and sugar use the greatest demand in the market for flour confectionery products - they account for 18.6 and 18.3% of the total consumption.
Domestic manufacturers dominate the Russian confectionery market. However, the share of foreign products is gradually increasing: in 2012, it was 12.3%.
Table 6.
Distribution of market share by type of cookies,% of average consumption
|
Types of cookies |
Market share in consumption,% |
The market share of packaged consumption products,% |
Market share of wealth consumption products,% |
|
Sugar |
|||
|
Curd |
|||
|
Feed with filling |
|||
|
Other featured |
|||
|
Dry type "Maria" |
|||
|
Multi-layered |
|||
In the structure of imported flour confectionery products, traditionally, the largest stake is occupied by biscuits. This category includes gingerbread Cookie, Biscuit cookies, cookies - sandwiches and chocolate cookies. In the first half of 2013, the share of the import of sweet biscuits was 37.3% of the total supply of flour confectionery in physical terms (Fig. 2).
Fig. 2.
For comparison, the volume of imported procurement of protracted cookies (crackers, galley) amounted to only 4.5%. In second place in terms of supplies, cakes and desserts are located - these sweets own 22.8% of the total import volume. It is worth noting that about 8% of imported cakes and desserts is frozen products. The top three leaders of the waffle (including waffles and waffle cakes) are closed, the share of imports of which is 12.9%. The category "Other" includes cakes, cakes, rolls, cupcakes, buns, donuts, gingerbread cookies, semi-finished products, ready breakfasts, crackers, drying, tartlets and some other types of flour confectionery products.
More than 38% of flour confectionery products arrived on the territory of our country in the first half of 2013, was produced at the enterprises of Ukraine, which is traditionally the largest supplier of this product to Russia (Fig. 3).
Fig. 3.
Germany accounts for 16% of imports in monetary terms, followed by Italy with a share of imports of 15%, then Poland, Netherlands, the Republic of Korea and France - their shares ranged from 7 to 2% of the total import volume. The remaining fraction of 18% is distributed between 43 countries.
From the Russian side, the regional structure of the import of flour confectionery products is represented by 46 regions. The procurement leader is the Vladimir region whose share is 28% in value terms, or 10.9 thousand tons in the amount of $ 44.2 million (Fig. 4).
Fig. four
The leadership of the region is due to the fact that two major importers are located on its territory: Ferrero Russia CJSC, which occupies the first place among Russian importing companies, and Mondelys Rus LLC, which belongs to the third place. The fourth part of the market (9.6 thousand tons of $ 38.4 million) occupies Moscow - the metropolitan region belongs to second place in terms of direct import supplies. The three main regions-importers of flour confectionery products also included a Kursk region with a share of 12% (9.2 thousand tons of $ 18 million) due to the territory of CJSC "Conti-Rus" - the company ranks second among importing companies .
It is worth noting that in the first half of 2013, procurement was performed by 529 organizations. Nevertheless, 51% of the market occupied six companies (Fig. 5).
Fig. five
Russian waffles and waffle cakes used the greatest demand for foreign companies, whose share in the sales structure was 40.3% (Fig. 6).
Fig. 6.
In second place in terms of sales turned out to be sweet biscuits - the share of this type of confectionery it accounted for 32.8%. Rolls and other pastries occupy 22.9%.
Ukraine, which leads to the supply of flour confectionery products to Russia, occupies a leading position and for the procurement of this product - it owns 20% of exports (Fig. 7).
Fig. 7.
In the second and third place there are Azerbaijan and Brazil with shares, respectively, 17 and 16%. The same shares occupy Mongolia and Kyrgyzstan - these countries belong to 8%. Tajikistan and Georgia and Georgia accounted for 6 and 4% of exports respectively.
With a detailed consideration of the export structure of sweet cookies, it can be noted that half of the supply is a cookie covered with chocolate glaze or containing cocoa. In second place in the export structure of sweet cookies - sugar cookies, whose share is 42.4%. The main supplies of this cookie are directed to the countries of the near abroad - Kyrgyzstan, Azerbaijan, Tajikistan and Georgia. The third place in the export structure divide biscuits-sandwiches and biscuits - they account for 3.5 and 3.2%, respectively. The main manufacturer of Sandwich cookies is Conti-Rus, and the biscuits of ORKL BRANDS Russia produced by more than 40%.
In total, in the first half of 2013, 276 Russian enterprises were engaged in the export of flour confectionery products. The leader - Nestle Russia LLC (Samara region) accounted for 25% of exported products.
This company has sold 3.7 thousand tons of Kitkat waffles in the amount of $ 16.3 million for the period under review of the amount of $ 16.3 million. The second place among exporter enterprises occupied Mars LLC (Moscow Region) with a share of 9%. This happened due to the fact that the sales of TWIX cookies amounted to $ 5.8 million. Closes the top three exporters of the leaders of ChiPIT-Petersburg LLC, which owns 6% of deliveries worth $ 3.6 million. Products of this company recognizable under TM 7 -Days. (Fig. 8).
Fig. eight
Summing up, it can be noted that in recent years there has been a tendency to increase the volume of import and export of flour confectionery products, the structure of import and export changes, new players appear. By 2015, from the point of view of the prospects of accession to the WTO, the rate of duty on imported flour confectionery will be reduced from 15 to 10%. It is expected that goods will become more, and prices will decrease. In terms of exports, positive changes are also possible. Russian manufacturers will increase supplies, improve quality and more products to sell abroad.
The segment of cookies can be divided into two groups that are very different both by the price and in their structure - this is a biscuit of commodity and packaged. In essence, these are two different markets. The main difference of these two groups from each other is the difference in prices (weekest cookies are much cheaper) and the lack of a single Russian leader offering its products throughout Russia in the segment of commodity cookies. In each region, local producers occupy the greatest part of the market. In general, in Russia, the sales volumes of milking cookies are larger than packaged, and amount to expert estimates about 60% of the total. The main advantages of non-fascinated cookies: affordable retail price, the possibility of any weight gain when buying, the ability to be visually convinced of the quality and freshness of the product. Such a product does not require special advertising.
With packaged cookie, the situation is somewhat different. The success of small bakeries on local markets is explained by greater flexibility of production opportunities and the ability to satisfy the rapidly changing needs of consumers. In recent years, there has been an increase in the share of packaged cookies and a decrease in the share of the commodity. The reason for this is to increase the role of modern retail, namely supermarkets with self-service.
Packaging for cookies may be the most different - both cardboard and film, and even quite expensive tin. When creating its packaging, which would allow to allocate the product on the market and attract consumer attention to it, manufacturers conduct marketing research and test - Focus polls. On the one hand, Russian consumers, in their own words, attracts bright, stylish, original packaging. On the other - everything is very well remembered by Soviet times, when the stamped cookies have high taste qualities And immediately it was possible to accurately appreciate its freshness and safety.
That is why many manufacturers produce packaged cookies in a transparent film - a bright logo of the company becomes the only focus on such packaging. But such a cookie really should attract attention and be in itself original.
The packaged cookie market is more concentrated compared to wealthy biscuits - the share of ten producers accounts for up to 70% of the total sales, and it is in this category of cookies that there is an increased competition among manufacturers. In the segment of packaged cookies, the importance of trademark is incorrect to the fore, the structure of the price proposal. Traditionally, the biscuit market leads the products of the lower price segment - mainly due to sales in the capacious regional markets. However, analysts suggest that the niches of the middle and lower price segments in the cookie market are approaching their saturation.
A segment of expensive cookies, a segment of "healthy products", enriched with vitamins, low-calorie products, etc. The production of complex types of cookies increases. All this is accompanied by the conclusion on the market of memorable brands and the proposal of product concepts. Such reactions of manufacturers are caused by a change in the culture of confectionery consumption as a whole - consumer demand is gradually rebuilt towards better products, aesthetically decorated and functional.
Pricing factor in packaged cookies is less significant because the packaged cookies compared to the militarily focused on more secured segments of the population, the consumer is ready to pay extra money for the brand.
The distribution of sales between the varieties of cookies depends on the region, from the size of the city and the remoteness of it from the federal center. Usually in large cities in consumers the choice more and prefer something "original". But mostly Russians prefer sweet liver, whose share in total sales is about 50%.
The share of complex cookies in the sales of packed products is still lower, which is largely due to the high price for this product. In general, prices for cookies have a big scatter, which is due to the presence of a large number of different kinds of cookies. The assortment row presented in the stores is very wide.
Today, the market has an increasing amount of packaged and branded products from small local manufacturers. Not least, this is due to the requirements for the products of network shops, and with the fact that in today's abundance of various sweets produce "just" the cookies are already unprofitable. Moreover, for the successful launch of new products, products should be carried out under well-known and / or actively advertised brands.
For example, the "Bezhitsky's Flors" (the city of Bryansk) released the original line of crackers under the TM "Pickyant", which includes such positions as "Picker with Basilica" - a fragrant cracker with a spicy taste of basil and a thin aroma of cheese and "Piquant with taste Pizza, "having a taste of classic pizza.
Today, many manufacturers find a kind of "highlight" on which you can successfully focus the attention of consumers and push them to the necessary associations.
Thus, the company "Sweet Sloboda" (city of Kirov) released in 2008 Cookies "Rustic Glazed" in the colored floau - packaging weighing 285 grams. CAUTY ATTENTION The manufacturer attracted the fact that the cookie was made on rustic milk, which is associated with naturalness, environmental purity and benefit.
The marketing course of Russian companies has popular recently - positioning their products as products for people who observe the post. For example, the confectionery association "Favorite Edge" (Leningrad region, the city of Otradnaya) in 2008 developed lean products to the beginning of the Great Post. The company has released oatmeal and biscuits under the brands of "Stuff" and "Sidelkino".
Another trend is the growth of complex confectionery products - chocolate-covered cookies, or stuffed products, such as cookies with marshmallow, biscuits with marmalade. Buyer like interesting products, so any unusual solutions of manufacturers use consumers with increased demand. Most large manufacturers have such products in their assortment portfolio.
Harris manufactures biscuits Biscuch type type with various fillings: vanilla, strawberry, cocoa, "boiled condensed milk". Confectionery factory "Bolshevik" produces both cookies with fillings and a glass-covered.
In the assortment of factories - anniversary cookies, covered with lactic or chocolate icing, fad cookie with various fillings (apricot, orange, cherry, pears, strawberry jam, caramel souffle) and covered with a dark chocolate, as well as the "Prince" cookie in the form of a sandwich with nut, chocolate and dairy fillings.
On the release of complex cookies, the company "Orion" specializes. The most famous biscuit cookies in chocolate glaze with a filling from the cream Mashmello "Choco-Pie" and shortbread In the shape of a fungus with a chocolate hat "Choco Boy".
Experts see the need for a constant expansion of the range by manufacturers. Confectionery is the segment in which the consumer to a lesser extent has persistent preferences and is more prepared to experiment and try everything new.
The following companies can be allocated in the packaged cookie market among the main Russian manufacturers:
Company JSC Bolshevik (Moscow) is the leading manufacturer and distributor of confectionery products. The trademarks of this company include "Jubilee", "Barney", "Tornado", "Shokobarokko". The Bolshevik company is one of the largest manufacturers of packaged cookies in Russia (its market share is 30 - 40% of 40% of the total sales of packaged cookies). Among the main brands sugar cookies The maximum growth in market share was recorded at the most expensive brand - "Jubilee" with glaze.
The results of the research show that the "Jubilee" brand knows 97% of the population of Russia, 50% of consumers prefer the "anniversary" other brands.
Holding "United Confectioners" - Russia's largest confectionery holding, uniting more than one and a half dozen enterprises food Industry Moscow and many regions from St. Petersburg to Blagoveshchensk. Among the assets of the holding is the most famous and oldest Moscow confectionery factories - "Red October", "Mouth Front" and "Babaevsky confectionery concern", based in the XIX century.
Holding enterprises own the most recognizable and popular confectionary brands of Russia and the CIS, under which almost all types of confectionery products are produced: chocolate and bars, mass consumption and premium candy, various types of cookies and biscuits, marmalade, marshmallow and other sweets. "Mouth Front", "Red October" and "Babaevsky" are included in the "TOP - 40 most expensive brands of Russia" (according to Interbrand Zintzmeyer & Lux AG).
The United States Holding is successfully competing in the Russian market with transnational corporations "Nestle", "Mars" and "Kraft Foods". Products are implemented through a developed distribution network throughout Russia, as well as in the United States, Europe, Israel, CIS countries and a number of Middle East states. Among the constant consumers of the Holding products - FSUE, the Kremlin, the Government of Russia, the Moscow City Hall and the Moscow Patriarchate.
The Russian Holding Company "United Bakers" (city Voronezh) is the largest Russian manufacturer of crackers, cookies and extrusion products, is owned by 38% of the Russian market of crackers, 7.5% of cookies, 23.5% of the production of extrusion finished products90% of semi-finished products for the confectionery industry.
Companies belong registered trademarks:
"Lyubovatovo" - the leading brand of Russia in the segment of extrusion products, ready to use.
"Amber" - Popular Cookie varieties combined under an umbrella brand of a large manufacturer.
"Surprising" - extrusion breakfasts for children.
Fantacks - extrusion semi-finished products for use in the food industry. Used in the manufacture of senior grade candies, chocolate and ice cream well-known Russian and foreign manufacturers (Cadberry, Nestle, Kraft Fudz, Korkunov and others).
Confectionery Association "Sweet" is one of the largest confectionery producers in Russia. Association is in the top five confectionery leaders and produces all major types of confectionery: chocolate, candy, caramel, cookies, waffles.
"Sweet" is a company with national distribution, the products of which are presented throughout Russia from Khabarovsk to Kaliningrad. Products "Sweet" are also present in the CIS countries. In 2005, the company was acquired by the Norwegian concern "ORKLA". At the moment, "Sweet" is a company with foreign capital (100%).
Confectionery Association is represented in three main categories:
1. Chocolate (candy in boxes, chocolate tiles, bars, weights candy, packed weights candy);
2. Flour confectionery (cookies, waffles, waffle cakes, crackers);
3. Caramel (weight, packaged).
Currently, the products "Sweet" are produced at two production sites: in Yekaterinburg; in Ulyanovsk.
Product quality and consumer interests - absolute priority for the company.
The Lacom Group is a major Russian trade - production holding confectionery. The head office is located in St. Petersburg, production sites are accommodated in St. Petersburg and the Leningrad region. Holding production capacity allows you to produce up to 60,000 tons of confectionery per year. Group of Companies "Lacom" takes 10% of the Russian sugar cookie market. Distribution of products of factories included in the Lacom group covers all federal centers and the largest cities of Russia.
The holding includes the "First Biscuit Factory", "Golden Key (Confectionery Factory", "Ladoga PC", as well as the company with the same name - "LaCom". The range of the group consists of various types of cookies, waffles, marshmallows, marmalade and has more than 500 items.
By the nature of production, sugar cookies are the most common today. The predominance of sugar cookies in the market is due to the peculiarities of its production, since with its manufacture, high-performance conveyor lines are used, while in the production of so-called exhausted biscuits (typical representatives - Kurabye, verbs, etc.) are used small production (up to 1.5 thousand kg in shift). That is why there is a predominance of only a few trademarks Manufacturers of sugar cookies, most famous of which is JSC Bolshevik. At the same time, the production of exhausted grades of cookies remains a lot of small and medium businesses. The proportion of dry cookies (typical representatives - crackers) is not very large. A number of experts explains this by some monotony of this type of cookie.
Cookies with filling has not yet gained a worthy place among other varieties. This is due to a slight offer of this type of cookie and, accordingly, weak demand, as well as the fact that the technique that allows it to make it appeared relatively recently, it is quite expensive and is not very common in the industry.
Manufacturers strive to place visual information on the packaging on the additives contained in the cookie, inflicting images of nuts, chocolate, lemon, grapes, etc. This allows the buyer to unmistakably highlight cookies with the desired taste on the counter without subtracting information about the composition. The optimal weight of the cookie packing for individual consumption is 200 g, for family (collective) consumption - 400 - 500. It is precisely to such a weight range that the retail points are striving for self-packaging of the weight cookies.
As a rule, the buyer prefers small cookies, as it is contained in packaging in more, which is relevant for collective consumption. Some manufacturers in the case when it is visually difficult to determine the amount of product, indicate the packaging not only the weight, but also the number of pieces in one package, thereby preventing the cookies from damage as a result of attempting attempts to determine the number of "tackling" by buyers.
Summarizing the analysis of the domestic market of flour confectionery products should be noted that the production of cookies is growing annually, the number of domestic cookies producers is growing. Manufacturers are looking for new niches for this market. Actual is considered a niche of the so-called office cookie. Now this market niche is filled with extremely imported cookies - only it corresponds to the category "Premium class".
Practically free niche of packed cookie in large packaging (250 - 300 grams) - a kind of table cookie for the whole family designed for daily mass consumption.26
Currently, the Russian cookie market continues to develop, but in many ways its development begins to slow down negative trends relating to the growth of the welfare of the population. In the future, the growth of the cookie market will continue, however, it will be characterized by tightening competition, the emergence of new players and new, complicated types of cookies, an increase in the role of quality and appearance of manufactured products.
BEVERAGES
From vodka to beer and backReview of the Russian alcoholic beverage market
Duranty Sweet Looks when the gardens bloomedSyra Market Overview
Silver Crane with noise splashedOverview of the Russian non-alcoholic market
Elite alcohol: how to attract the attention of buyersTEA. COFFEE
Burns soul, mind enlighteablesOverview of the Russian Tea Market
CONFECTIONERY
New line - new opportunitiesWhat do we need? - Chocolate!
Meat and meat products
Oh, how much we are eaten!Overview of the Russian sausage market
Reliably save and deliver to the buyerMILK PRODUCTS
How many say "Cheese" ...Overview of the Russian Cheese Market
In a crisis with a glass!Overview of the Russian ice cream market
PACKAGING
Carrier internal reserves!Review of the Russian market packaging from Cardboard Chrome-Erzats
"Gotek" improves print quality on corrugated cardboardCATERING
WHAT'S IN A NAME?Franchising in the restaurant business
Finance and credit
On shaking flightThe leasing market in Russia for the first half of 2015
EXHIBITIONS
24th International Exhibition WORLDFOOD MOSCOWNews industry
NewWhat do we need? - Chocolate!
Review of the Russian Confectionery Market
Research company ID-Marketing
The confectionery market in Russia is mainly due to internal production. The market share of imported products is small, and it continues to decline due to the weakening of the ruble and sanction policy. The market capacity in 2014 amounted to about 3.5 million tons of products, which is 2% higher than the 2013 indicator. (Fig. 1
)
.
Since 2009, the production of confectionery products inside the country was characterized by annual output increments. So, according to the results of 2014, a record level was recorded in the last 10 years - 3.4 million tons of confectionery (Fig. 2
)
.
In the first half of 2015, the trend continued, the figure rose by 3.7% to the level of the same period of 2014. At the same time, in the regions - leaders on the release of confectionery products, the Central and Volga Federal Districts, the indicators remained at the level of last year. Production growth was achieved by increasing the volume of production by enterprises in the rest of the districts. The greatest increase in the figure for the first half of 2015 was noted in the North Caucasus Federal District - 19%.
In the structure of the market, the ratio of production volumes between the main types of confectionery products in 2011-2014 remained almost unchanged. Almost half of production (47%) in January-June 2015 accounted for cocoa, chocolate and sugar confectionery. The cumulative share of the production of gingerbread cookies, gingerbread and similar products, as well as sweet cookies and waffles amounted to 42%. Flour products *, cakes and cakes non-durable storage occupied 11%.
The release of flour confectionery, cocoa, chocolate and sugar products remained at the level of 2014. Cookies, gingerbread and waffles, on the contrary, was manufactured by 9.5% more than in the same period last year.
According to Rosstat, the greatest decline was fixed in production chocolate candiescontaining alcohol and chocolate products packaged. Caramel production, on the contrary, increased by 10.1%, and other types of chocolate candies - by 15.3%.
More than half of all confectionery flour, cakes and cupcakes are produced in ten regions of the country. In terms of production, the Chelyabinsk region leads, whose share in 2014 was 9.8% (Fig. 3
)
.
Here are the largest manufacturers like GK "Ural Confectioners", LLC PTK Kolos, OOO "Sweet Kondi", Kremenkulskaya Kremenkulskaya Factory LLC, Yuzhuralditer OJSC and others. In January-June 2015, production indicators in the region decreased by 17% to the same period of 2014. In the following volume in 2014, the Krasnodar region was located with a fraction of 8.8%. In the first half of 2015, the level of production of cakes and cakes in the Krasnodar Territory grew by 7.9%. On the third line in 2014, Voronezh region came out due to more than two-time increase in the production of the products under consideration. In January-June 2015, the release indicators in the region decreased by 24.4%. By 10% in 2014, the release of the Moscow enterprise, was adjusted from the third to the fourth place compared to the same period of 2013. In the six months of 2015, the production indicator in the capital rose by another 64.5%, while Moscow came to second place in terms of production. In general, according to the results of 2014, these four regions accounted for 30% of products manufactured in the country.
Among the regions - manufacturers of waffles, gingerbread and cookies are leading St. Petersburg, where in 2014 the volume of production of this product increased by 16% (Fig. 4
)
.
In January-June 2015, the increase was 32.2%. In second place is the Kemerovo region, which also recorded an increase in indicators for the first half of 2015 - by 6.6%. In the Moscow region, which occupies third place among the regions of Russia in terms of the production of waffles, gingerbread and cookies, there is a rise in production level by 24.7%.
More than one third of the production of cocoa, chocolate and confectionery sugar products in 2014 was provided by the volume of three regions - Moscow, Moscow and Belgorod regions (Fig. 5
)
.
In January-June 2015, the increase in the figure of 4.7% is celebrated in the Moscow region, and in Moscow and the Belgorod region, on the contrary, a decline was recorded, respectively, by 1 and 8.2%.
It is also worth noting the noticeable increase in the figure of 2014 in the Rostov region - by 45% to the level of 2013. In January-June 2015, the trend continued - the production volumes in the region increased by another 7.5%.
Imports ** Confectionery *** In 2014 amounted to 218.7 thousand tons, which is 30% lower than the 2013 level. In the overall market structure, the share of imports decreased from 9.3 to 6.3%. According to the results of 5 months of 2015, the importation of confectionery products in the Russian Federation declined by another 54% to the same period of 2014. At the same time, the decline has affected the flour confectionery products ****, the importation of which (due to the ban in the supply of Ukrainian products) in January-May 2015 fell by almost 70% (Fig. 6
)
.
More than half of imports in physical terms (51%) is chocolate and other products from cocoa. This is due to the fact that the raw material for the production of this segment within the country is not produced. In January-May 2015, the proportion of chocolate products has changed slightly, cutting up to 48%. At the same time, the proportion of flour confectionery products was significantly reduced - from 21% in 2014 to 15% in 2015. For confectionery products from sugar (including white chocolate), not containing cocoa, in 2014 there were 28% of imports, and in January-May of the current year their share increased to 37%.
Despite the prohibition of confectionery products of Ukrainian production introduced from September 5, 2014, by the end of the year Ukraine remained the leader in the supply structure (Fig. 7 ) .
Based on the results of 5 months of 2015, Germany was published in the first place in the ranking of importing countries. At the same time, 70% of German deliveries account for chocolate and other products from cocoa.
Confectionery exports in 2014 amounted to 175.1 thousand tons, which is 5% less than the level of the previous year. In 2015, in the first five months, the decline in the sales of Russian confectionery products in foreign countries amounted to 10.5%. A sharp increase in the export of confectionery products from sugar (including chocolate) in October 2014 can be explained by a seasonal factor, as well as a decrease in sales in Ukraine.
The greatest decline is recorded in the confectionery segment of sugar (including white chocolate) not containing cocoa (Fig. 8
)
.
The main share of exports in this segment falls on Ukraine. As a result of the deterioration of relationships with the nearest neighbor, the sale of confectionery products into this country, according to the results of 2014, decreased half, and for 5 months of 2015 - another 71% (Fig. 9 ) .
More than half of the Russian exports of confectionery products in 2014 amounted to chocolate and other cocoa products. In January-May 2015, the structure of supplies by type did not change significantly: it is possible to note the decrease in the proportion of chocolate (up to 48%) due to the growth of export deliveries of flour confectionery products - from 23% in 2014 to 27% in January-May 2015. The share of exports of confectionery products from sugar (including chocolate) not containing cocoa remained unchanged - 25%.
According to Rosstat, for 2014, the consumption of chocolate and chocolate chocolates in the Russian Federation reached 5.5 kilograms per person - this is 1.8% above the 2013 level. Consumption of flour confectionery products is also at a high level - in 2014 it accounted for 15.6 kilograms per year per capita, which is 1.3% higher than at the end of the previous year. However, given the decline in consumer revenues, it is not worth expecting a growing consumption of chocolate products, since it is precisely on such food products that prefers to save into a crisis.
The category of chocolate and other products from cocoa turned out to be the most at risk of reducing sales, as it depends more dependent on imports.
In terms of imports of Cocoa Oil, Russia takes seventh place in the world. Since 2010, the volume of cocoa oil imports to the country grew from year to year. In 2012, the increase was 15.8% of the previous year. According to the results of 2013, the import of cocoa oil has grown by another 16.1%. However, according to the results of 2014, the supply decreased by 8.2%.
The peak of imports of grated cocoa over the past 4 years has to 2013. Last year, imports of these products decreased by a relatively high base of 2013 - by 18.3%. Despite the fact that manufacturers are trying to reduce the cost of products by applying equivalents and cocoa oil substitutes, their production is still not developed enough, and there is a dependence on imports.
The current situation in the confectionery market characterizes a number of factors:
* Rising prices for raw materials, including cocoa products, sugar, specialty and flour;
* Displacement of demand in a segment of cheaper products, economical packages;
* Consolidation of the market - in conditions of increasing the cost of products and reduce demand for the market, the largest players remain;
* Rising prices for industry products;
* Increase in the share of Russian raw materials in the production of confectionery products (due to the ruble imposed by the sanctions and devaluation).
Despite the decline in the Russian economy, the domestic confectionery market is included in the top 5 world's largest markets. At the same time, the implementation of a number of investment projects. Thus, in the Primorsky Territory, Primorsky Confectioner, this year implements the project of the bakery combine and the production of confectionery products worth 3 billion rubles.
Increase power and existing enterprises. For example, in July 2015, MARS launched a new line for the production of dragee, which made it possible to increase the capacity of the candy factory by 18%. Investments amounted to 3 billion rubles.
Kursk confectionery factory "Conti-Rus" prepares for commissioning a line for the production biscuit rolls. Its cost is 180 million rubles, and production capacity - 8.7 thousand tons of products per year. The line should start work in the third quarter of 2015. In 2014, "Conti" announced plans to invest about 1 billion rubles in Kursk production.
* According to the OKPD, in the group "Products of flour confectionery, cakes and non-fixed storage cakes" include cakes, cakes, sweets Eastern and other products flour confectionery, not included in other groupings.
** Analysis without taking into account supplies with the countries of the Customs Union - Kazakhstan and Belarus.
*** According to TNTED codes 1704 - sugar confectionery (including white chocolate), not containing cocoa, 1806 - chocolate and other ready-made food productscontaining cocoa 190520 - ginger cookies and similar products, 190531 - Sweet cracker, 190532 - Wafers and waffles.
**** According to TNTED codes 190520 - ginger cookies and similar products, 190531 - Sweet dry cookies, 190532 - Wafers and wafer clouds.
Ekaterina Novikova
research company
ID-Marketing
Investments in small businesses on the example franchising firms " Chocolate "
Degree work \u003e\u003e Financial sciencesReady Ltd With the necessary ... on the example Coffee shops " Chocolate ") 2.1 Characteristics of the enterprise and position on the ... marketing researchprovided to us by the Deputy Regional Director of the Coffee Network " Chocolate " ... 400 rubles, confectionery Showcase - 96 ...
Methods for the formation of competitive advantages on the example Coffee Shops
Thesis work \u003e\u003e Marketing... example Candy can be brought different Namesproduced by one confectionery ... are: " Chocolate " and coffee... marketing research, optimization of the range in accordance with the requests of customer customers of the restaurant complex. 5. Allocation of funds on the ...
Studying the position of the enterprise on the The market of supermarkets of the city of Stavropol
Thesis work \u003e\u003e MarketingMarketing on the example Establishing a new product on the Market ... Stavropol, " Ltd "Kid", Ltd « Chocolate " and near representatives of large confectionery enterprises. On the Row ... Systems marketing activities on the enterprise. Group marketing research ...
Business plan for creating a closed coffee club Cat-D Ivoire
Abstract \u003e\u003e Management... on the example ... on the Market and general improvement of company performance. Marketing research The basis of marketing is complex marketing research ... *** **** **** No 4 1.4 Chocolate **** **** ***** ***** **** No 4.4 ... Ltd ... confectionery ...
Typical Business Plan Restaurant
Thesis work \u003e\u003e MarketingWith limited liability ( Ltd) And the enterprise without ... Discounts are provided. Examples organizations, ... Potato "58 9" Chocolate " 57 10 "GMR ... and juices; confectionery Products. Another ... preliminary marketing study Locations on the question...
Federal State Educational Budgetary Institution
higher professional education
Financial University under the Government
RUSSIAN FEDERATION
"Marketing and Logistics"
Laboratory work
on the topic: "Marketing Research of the Confectionery Market in Russian Federation"
Moscow 2013
Work plan
Introduction
Conclusion
Applications
Methodology of research
Object of study:
Confectionery market in the Russian Federation
Purpose of the study:
Market status assessment and forecast of its development
Region Research:
Russia and regions of the Russian Federation
Sources of information used in the study:
Federal State Statistics Service
Ministry of Economic Development of the Russian Federation
Federal Customs Service
The Federal Tax Service
Industrial experts estimates
Retail sales reports
Materials of the main players in the industry
Industry printed and electronic publications
Personal interview of confectionery consumers
Data collection method:
Studying printed and electronic publications, statistical data, a questionnaire survey.
Data Analysis Method:
content analysis of documents and analysis of the personal data obtained.
Introduction
As you know, in Russia there are always a lot of sweets, starting with homemade cockpit, before buns and rams. I am not an exception from this group of sweet lovers. Therefore, for me it is of particular interest to study the confectionery market.
To begin with, we will define that are confectionery: these are food products, most of which consists of sugar, most often modified, or other sweet substances (honey, xylitis, sorbitol), as well as molasses, various fruits, berries, nuts, etc. P.
Depending on the ingredients used, all types of confectionery are divided into two main groups: flour and sugar.
Flour confectionery products include:
Cookies, gingerbread cookies, cakes, cakes, eastern sweets Flour type, cupcakes, rolls, waffles.
Sugar products include:
caramel, candy, chocolate, marmalade, grazing, marshmallow, halva, iris, dragee, no flour oriental sweets.
It is not surprising that the confectionery market is one of the most highly competitive, which makes the manufacturer be in constant search, develop new recipes and improve the old ones. As a result, recently there is a redistribution of market share, within companies, and there are also significant changes in stores in stores. Over the past years, the level of personal consumption of confectionery products in Russia is approaching the maximum. Therefore, the main factors affecting the behavior of confectionery producers in Russia is the gradual saturation of the products of sugar products. Currently changing taste addiction consumers, as well as an acute competitive struggle, require the modernization of production and increase productivity.
In my work I would like to analyze the main indicators of the confectionery market in recent years, consider their dynamics, understand the main problems and directions for the development of the market at this stage.
confectionery market Russian
1. Dynamics of the confectionery market in recent years and development trends
Based on statistical melons, the demand for confectionery in Russia in 2007-2012. increased and in 2012 amounted to 3.4 million tons. The maximum increase in the figure for the previous year was recorded in 2010 - 14%. In 2009, a decrease in demand by 9% was noted. According to analysts, in 2013-2016. The demand for confectionery will grow and in 2016 will reach 3.9 million tons. The greatest share in the structure of demand for confectionery products occupy sales in the domestic market. More than 41% of the total volume of Russian confectionery products falls on the Central Federal District. Volga FD in this structure takes the fifth part. The share of Siberian FO - 12%, North-West FD - more than 10%, southern FD - about 7%, Ural FD - more than 5%, and the Far Eastern FD - about 1.4%.
The Moscow Regions, Moscow, St. Petersburg, Lipetsk, Belgorod, Vladimir, Penza and Kemerovo region became regions with the largest volume of confectionery confectionery products. An increase in production was recorded in many areas. The share of the Moscow region in the structure of the Russian confectionery production was equal to almost 9%, Moscow - about 8.0%, St. Petersburg - 5.3%, Lipetsk region - about 5%, Belgorod region - 4.4% and Vladimir region - four%.
The main feature of the confectionery market is its seasonality. So, in the warm season, there is a high demand for flour pastry, caramel, jelly and fondant candies. Autumn and winter - seasons of sales of chocolate products, when a particularly strong position is considered boxed sets, acquired, as a rule, for holidays. The maximum increase in demand for products falls on the fourth quarter of each year, and the sales peak - for the period new Year holidays. A sharp decline in sales, as a rule, occurs in the first quarter. For the rest of-time, retail sales in value terms also gradually growing, but at a slower pace.
The largest share in the structure of confectionery production in 2012 held a category of sugar confectionery products - it accounted for 51.1% of the market volume as a whole. Major russian manufacturers Sugar confectionery products, in accordance with market share in physical terms, are LLC Mars (Moscow region), OJSC Lipetsk Confectionery Factory Roshen, LLC "Kraft Foods Rus" (St. Petersburg), Kondrystroe Association LLC Russia "(Samara region), OJSC" Rotfront "(Moscow), OOO" Slyavanka Plus "(Belgorod region), OJSC" Confectionery Concern "Babaevsky" (Moscow) and CJSC "Conti Rus" (St. Petersburg). In the domestic market of sugar Products These manufacturers have been leading for several years in a row and currently occupy over 38% of the market in kind. The cumulative share of flour confectionery products for long (gingerbread cookies, wafli) and non-dust (cakes, pastries) storage accounted for 48.9%. More expensive In the consumer market cost chocolate. Its average price in December of the past year was 445.5 rubles per kilogram, and for the year it increased by 15%. The highest growth was shown for the prices of Marshmallow and Paxtil: In December 2012, they cost 156.5 rubles per kilogram, and in the same period of 2011 - 132.8 rubles per kilogram. At the end of last year, average prices were installed at 92.4 rubles per kilogram and 81.2 rubles per kilogram, respectively. The several largest players of this segment are currently occupied by about 17% of the domestic market of flour confectionery products in physical terms. These include LLC "KDV Yashkino" (Kemerovo Region), OOO "Chipiton St. Petersburg" (St. Petersburg), OJSC "Bryankonfi" (Bryansk), LLC "Cracker" (Voronezh), JSC Bolshevik (Moscow), CJSC "Russian Biscuit" (Cherepovets) and OJSC "Confectionery Factory" Saratovskaya ".
In 2007-2012 The share of exports accounted for no more than 6% of the demand. For five years, the sale of confectionery products in Russia increased by 592.3 thousand tons. The dominant trends in recent years can be called the appearance of a large number of new products and expanding the range of products of popular brands, due to which the industry shows the growth, also in recent years, consumers seek to eat correctly: Healthy I. healthy food - It is not only fruits and vegetables, meat and fish, but also dietetic gallets, low-calorie waffles, cookies with cereals.
In addition, one of the trends was the increase in the popularity of products in minibars, as well as packages of an increased format created according to the "Share with a friend" concept. The most popular confectionery products among buyers in 2007-2012. There were flour pastry.
Exports of confectionery from Russia in 2007-2012. Grew and in 2012 amounted to 190.7 thousand tons. Reducing the indicator in connection with the unfavorable situation in world markets was noted in 2009 - by 6% in 2008, however, in 2010, the indicator demonstrated the maximum increase in the maximum for five years - 31%. The main destinations of the export of confectionery products in 2007-2012. Stand Kazakhstan and Ukraine. The greatest share in the export structure belongs to chocolate and cocoa products. Second place in terms of exports occupied sugar confectionery.
Propection of confectionery products in the Russian market in 2007-2012. Up to 3.8 million tons in 2012, the decline of the proposal was recorded only in 2009 by 5% in 2008 on analysts forecasts, in 2013-2016. Confectionery offer will grow by 2-4% per year. The main contribution to the proposal of confectionery products in Russia makes internal production. The volume of confectionery production in 2007-2012. increased by 398.1 thousand tons. The largest share of the total production during this period was a flour confectionery.
Import confectionery to Russia in 2007-2012. In 2012, Ukraine was 302.9 thousand tons. The main supplier of confectionery products to the Russian market was Ukraine. More than 60% of all confectionery imported to Russia during this period occupied chocolate and cocoa products.
2. Planned changes as a result of Russia's accession to the WTO
Basically, the Russian confectionery industry is represented by products of its own production, but with accession to the WTO it is expected that the volume of imported products will increase. Within the framework of the Russian Treaty, it took an obligation to reduce the duty to the supply of products with sucrose content of more than 60% by 2015 to 10% (it is 20% now). Twice will decrease the duty on the products with the content of sucrose less than 60%. Valid duty white chocolate It will fall from 20 to 12% and will be at least 0.15 euro / kg, while now it should not be less than 0.25 euro / kg.
Obligations inside the Customs Union are imposed by their rules: the duty on the import of candy caramel within the countries of the Union is currently 20%, by 2016 it should decrease to 14%.
It should be expected that the "eastern" and "western" sweets will flow into the country by the river. Domestic producers are still possible to hold the volumes mainly due to the expansion of the range, the introduction of new types of products.
Despite the high risks for domestic production related to Russia's accession with the WTO, despite the raw crisis (with respect to cocoa beans), the Russian confectionery market can be considered fairly stable, and in the coming years this trend will continue. In addition, the consumer, especially with regard to a flour confectionery, is more accustomed to trust local producers, and it will not be quite easy to lure it with Western gingerbread.
Conclusion
Summing up, it can be said that in recent years there is a gradual saturation of the confectionery market. Among the main trends are constantly changing taste addictions of consumers, as well as an acute competitive struggle between manufacturers. Currently, manufacturers hold production volumes mainly due to the expansion of the range, introducing new types of products. The current confectionery fashion trend is healthy and natural sweets that are positioned in higher price niches than everyone else. Therefore, similar products appeared in the rules of most producers. It is expected that the proportion of premium products will increase, inexpensive "budget" brands will gradually be supplemented by "Medium-valued", "Premium" and the class "Lux". The main problem of confectionery companies today is unstable raw materials prices, which adversely affects the pricing, and, accordingly, at work with networks with which annual contracts are concluded. Therefore, for the stable development of the company, it is necessary to create its own survival strategy in modern conditions. The main task of the manufacturer - find your product, find your buyer and not disappoint him.
Thanks to Russia's accession to the WTO, the amount of duties to import foreign production will be reduced, as a result of which the number of foreign products will increase in the country, competition will increase. However, for a number of manufacturers, new opportunities will open in the form of expanding exports to markets not only to the near, but also far abroad.
List of used literature
1.<#"center">Applications
Appendix No. 1.
Frequency of purchase of confectionery (based on a survey)
Appendix No. 2.
Criteria affecting the choice of confectionery product (based on a survey)
Appendix number 3.
Preferences among flour products
Appendix No. 4.
Preferences Among Sugar Products
Public Survey Questionnaire - Confectionery Consumers
Dear respondent!
Our organization is conducting marketing research In order to identify consumer preferences when choosing confectionery. We ask you to take part in the survey and answer the questions supplied in the questionnaire. Anonymous questionnaire.
Thank you in advance for your help!
)Do you buy confectionery?
)How often do you buy confectionery products?
·Everyday
·Once a week
·2-3 times a week
· 4-6 times a week
· Less often 1 time per month
· 2-3 times a month
·1 time per month
·never
3)What criteria are more affected by you when choosing a confectionery product?
·Quality
· Freshness of the product
· Appearance packaging
· Product price
·Structure
·Manufacturer
· Try the product of one type of different manufacturers
· Buying new items
· Do not consume confectionery
4)What kinds of torment products do you prefer?
·Cookies
· Cakes
· Wafers
· Cupcakes, rolls
· Gingerbread
· Gaoles, crackers
· Other
5)What types of sugar products do you prefer?
·Candy
·Chocolate
·Potatoes
· Jam, pasta
· Marmalade
· Chewing gum
· Other
6)Confectionery What companies do you most often get?
·Mars
· Rotfront
· Babayevsky
·Bolshevik
·Cracker
·Russia
Some information about being interviewed.
)Your gender
·husband.
· Women.
8)Your age ______________ Full years
9)Place of residence _________________________
___________________________________________________________
Socio-demographic portrait of respondents
Social and demographic signs Associated weight in total sampling,% 1Pol - TOTAL100 Measurels20222-03-20033033303-5030 Strest 50103 Eating - Total 100Moscow40Moskovskaya Oblast35
Tutoring
Need help to study what language themes?
Our specialists will advise or have tutoring services for the subject of interest.
Send a request With the topic right now, to learn about the possibility of receiving consultation.
