Designing a research program on the topic of yogurt. Marketing research of yogurt under the trademark Activia. Development of a questionnaire for conducting a survey

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The purpose of our study: To identify information about which brand and taste preferences about yogurt are most in demand by consumers in Nizhny Novgorod Objectives: To study the most popular brand of yogurt among the respondents To study the preferences of buyers regarding packaging, flavoring additives To find out the impact on a specific choice of yogurt, where and how often do you buy it

Subject The subject of the study are questionnaires with a list of questions about yogurt. ObjectThe object is the suggested answers about yogurt. RespondentsRespondents of the marketing research are men and women aged 15 to 65 years old - the immediate environment, numbering 109 people. Method of research The method of research is a questionnaire. Some of the questionnaires were distributed to respondents, the other part is posted on the Internet.

Yoghurt Yoghurt is a fermented milk product, similar in texture and taste to low-fat sour cream, obtained by fermenting milk with specific yoghurt bacteria. It is considered a traditional Bulgarian drink, which is part of many first and second courses.

There is a legend according to which the Lord God revealed the secret of yogurt and its miraculous properties to the forefather Abraham, who lived, as they say, 175 years old. Fermented milk has been used since prehistoric times. In ancient times, in the East, in the tribes of nomadic shepherds, the milk that they received from their cows, sheep, goats, horses and camels was stored in vessels made from the skins and stomachs of these animals. The legend says that yogurt owes its appearance to a shepherd who for a while forgot that he had left some milk in one of these vessels. When he remembered this and looked into that vessel, he saw that the milk had turned into something thick and tasty.

In Europe, yogurt became popular in the first half of the 20th century, thanks to the Danone company, but subsequently their products began to differ from standard yogurt and, in fact, turned into yogurt products. It was sold in pharmacies as a remedy called yaghurt. USSR pharmacies In Ushakov's explanatory dictionary (1935) there is the word "yughurt" (and, as a pronunciation variant, "yaghurt") with the interpretation: "Bulgarian sour milk." In the 1980s, they began to produce fruit kefir, which began to be labeled "fruit yogurt". But very soon this initiative was stopped by Western giants who came to the domestic market. Founder of Danone - Isaac Carasso from Greece

Unflavored - This natural product contains nothing but two main ingredients - milk and sourdough, thanks to which yogurt acquires a sour taste. Flavored - This yogurt has a fruity or vanilla flavor that can be created using either natural puree or extracts or chemical flavors. With pieces of fruit (berries) - These ingredients make up about 30% of the volume of one serving of thick yogurt, which gives the product a rich fruity or berry flavor. Types of yogurt

In order to identify consumer preferences for yogurt, we ask you to answer the following questions of the questionnaire. 1.Do you buy yogurt? Yes Often Rarely No 2. What is your gender? F M 3. What is your age? More than 55 4. What kind of yogurt do you buy more often? Drinkable Regular (in a plastic cup)

5. What brand(s) do you prefer? Activia Chudo Frutis Gentle Ermigurt Danissimo Rastishka Bio-max Immunele Other ______________ 6. What flavor do you prefer yogurt? With berry With fruit With dry filling (flakes, balls) With jam Without additives and sugar 7. What is the benefit of using this product in your opinion? Improving digestion Eliminating toxins Immunity strengthening Nutritional function 8. Does your choice depend on the package design? Yes No Whatever

9. What kind of yogurt packaging do you prefer? Plastic cup Bottle Package Cardboard box 10. What influences your choice of yogurt? Price Quality Packaging and design Promotions and offers 11. Where do you most often buy yogurt? IN large supermarkets IN grocery stores On the market Other ______________ 12. How often do you drink yogurt? Every day Several times a week Several times a month Several times a year Almost never Don't know Thank you for your time!

With the development of the yogurt market in Russia, almost all segments of the population, of all ages and different income levels, have become consumers of yogurt. Consumers have a high level of loyalty to brands and manufacturers on the market. Still, the yogurt market has significant growth prospects.

The purpose of our study is to reveal information about which brand and taste preferences about yogurt are most in demand among consumers in the city of Ulan-Ude.

- to study the most popular brand of yogurt among the respondents;
- to investigate the preferences of buyers regarding packaging, flavoring additives;
- find out the impact on the specific choice of yogurt, where and how often it is purchased;

The subject of the study are questionnaires with a list of questions about yogurt.

The object is the suggested answers about yogurt.

Method of research - questioning.

In order to analyze the demand for which yogurts in the Ulan-Ude city market, it is necessary to study consumer preferences. The main points that needed to be addressed in the framework of the study were set out in the questionnaire [see. Appendix 2]. This questionnaire consists of 17 questions concerning the preferences of buyers about stores, brands, manufacturers, taste preferences of yogurt.

According to the sample that was established, 60 people participated in the survey (42 women and 18 men). A sample by age was also established, which is presented in Table 23.

Table 23 - Sampling by age

Before talking about the frequency of buying yogurt, you need to find out what volume of packaging is the most popular, because with the answer “1-3 times a week”, a person can buy packages of 125 grams and 1 liter, and these are already completely different sizes.

Here is Figure 1 of the dependence of the preferred packaging on the gender of the respondent.

Figure 1 - Consumer preferences depending on the volume of packaging

It can be seen from the chart that men prefer a larger package size (500 grams), in contrast to women, who mostly prefer packages of 250 grams. It is also interesting to note that none of the women chose the answer 1 liter, and of the men, as many as 22% prefer to buy this volume. This is largely due to the fact that men spend very little time making a purchase. Therefore, it is better for them to buy a large package once than twice a small one. Larger packaging costs more, but when choosing a particular item, a man pays less attention to the price of the product. A woman, on the other hand, can be psychologically affected by the sight of a higher price.

Now let's look at Figure 2, which clearly shows the purchase frequency.

Figure 2 - Preference of consumers depending on the frequency of purchase.

Here, the preferences of men and women are almost equal, although male respondents buy yogurts a little more often, but still on average 1-3 yogurts per week. From this we can conclude that the majority of respondents eat yogurt every other day. This can be explained by the fact that when consuming yogurt every day, it can quickly get boring, but, on the other hand, this product is considered to be tasty, healthy and convenient to use, so 1-3 times a week is the best consumption option.

According to the results of marketing research, it can be understood that most often consumers buy drinking yoghurts and preference is given to yoghurts with pieces of fruit, outsiders here, by right, can be called yoghurts with cereals and bio-yoghurts (without any additives).

That the choice of drinking yoghurts is determined by the fast pace of life modern man, which often does not provide a full meal at home during the working day. Therefore, drinking yogurt is one of the best options for snacking on the go, which will bring more benefit than harm, unlike the alternative - fast food, especially since yogurt quickly relieves hunger, like most fermented milk products, besides, it brings pleasure with their taste characteristics.

The most important question that was asked to respondents is what guides them when buying yogurt. This was a multiple answer question, which is shown in Figure 3.

Figure 3 - Criteria for evaluating yogurt when buying

Thus, we can distinguish two main criteria that guide the purchase of yogurts: 1. Taste (with a noticeable advantage). 2. Usefulness.

Brand loyalty is the attachment of customers to a particular brand, even if it is more expensive than competitors' brands. Brand loyalty is the goal of all marketers. It is very difficult to achieve and very easy to lose. If a brand loses touch with its identity, betrays its values, or expands too much, it violates this contract and loses consumer loyalty. The consumer follows the repurchase pattern because that particular brand satisfies his needs well or because he develops a personal commitment to the brand. Brand loyalty can also be a consequence of its emotional impact on the consumer or its impact on the consumer's self-esteem.

The study analyzed the commitment of consumers to a particular brand/manufacturer. At the same time, the respondents were asked what brand of yogurt they prefer to buy.

Figure 4 shows consumer loyalty to a particular brand.

Figure 4 - Consumer loyalty to a particular brand

The Activia brand has the largest number of adherents among women - it is chosen by 35% of the women surveyed (Table 25). Among men, preference is given to yogurt brand "Miracle". Brands "Danone" and "Tenderness" scored the lowest percentage, both in men and women.

An important role in the analysis of customer loyalty to a certain brand of yogurt is played by determining whether the consumer knows in advance which brand of yogurt he will buy, or whether he buys directly when he comes to the store.

Figure 5 shows the choice of brand of yogurt when buying consumers.

Figure 5 - "Choosing a brand of yogurt when buying"

63% of customers decide to buy yogurt directly in the store: they try the product if possible (tasting, for example), examine the packaging, talk with sellers, read leaflets on the shelves, posters on the walls, etc. The situation is absolutely opposite for men: 69% of men know in advance which brand of yogurt they will buy. Therefore, he confidently and quickly goes to a certain section of the store, takes the right thing and almost immediately goes to pay for it.

In order to most fully assess adherence to certain brands of yogurt, we asked respondents to imagine that they did not find a brand that they regularly buy in the store.

Figure 6 shows the reaction to the absence of a favorite brand.

Figure 6 - "Reaction to the absence of a favorite brand"

Most women 54% will buy any other yogurt that is similar to their usual one. 34% of men will postpone the purchase until the next visit to the store, another 34% will buy any other yogurt that is similar to the usual one. Men also offered an answer - I will buy for a funny name, which once again proves the impulsiveness of purchases made by men.

Various studies have found that when buying most products, the differences between alternative places of purchase are more significant than between brands in the same product group. The higher importance of the place of purchase compared to the purchase itself creates quite big problems for manufacturers, as store positions are becoming a key factor in brand success in today's markets. This is due to the fact that consumers are much more loyal to their places of purchase and are willing to accept the restriction of choice and overpay than with the additional time spent searching for a particular brand of a particular product.

This feature of consumer behavior affects all markets, including the yogurt market.

Table 22 shows where customers buy yogurt.

Table 22 - Places of purchase

Most men and women prefer to buy yogurt in supermarkets. This is a segment of consumers who want to have a larger assortment and can pay more for it.

Thus, from the above analysis and data, it can be seen that the determining factor in the success of buying a certain brand of yogurt is not only low price, but also the taste properties of yogurts, as well as the usefulness of the 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 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. Does your choice of advertising yogurt media?

40 people were interviewed!

3 ANALYSIS OF COLLECTED DATA

Yes: 40 100%

3. What type of yogurt packaging do you prefer?

Plastic bottle

Plastic bags

Cardboard packaging

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.

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