Questionnaire for a company that produces yogurt. Examination Marketing research of the product “Yogurt. Development of a questionnaire for conducting a survey

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. nineteen%
d) 15000-20000 rubles. 23%
e) more than 20,000 rubles. 7%

Municipal budgetary educational institution

"Secondary school No. 50", Kaluga

Research

« All about yogurt»

prepared

Semyonova Valeria, student of the 1st "A" class

scientific director

Kholina Elena Mikhailovna,

teacher primary school

Kaluga

2014

Content

Introduction page 2 – 3

Chapter 1. The origin of the word "yogurt". History of yogurt creation pages 3 – 4

Chapter 2. What is yogurt and what is its use? pp. 4 – 6

Chapter 3. How is yogurt made and what is the advantage of natural yogurt? pp. 6 – 7

Chapter 4. Homemade Yogurt Recipe page 7

Conclusions pages 7 – 8

References page 9

Applications pages 10 – 15

Introduction

In an amazing product

There is milk and fruit

There are a few in it.

Who is he? Of course… (yogurt)

There is not a single person on Earth who would not imagine his daily diet without yogurt. People consider yogurt not only a low-calorie and healthy product, but also a product that can quickly saturate the body. Therefore, due to its positive properties, yogurt is an ideal snack food.

In our work, we decided to understand and find answers to the following questions:

How did yogurt appear in our diet;

What are the benefits of yogurt and how yogurt is made;

Can you make your own yogurt at home?

We consider this topic relevant, since according to health data Russian Federation high incidence rate gastrointestinal tract(including indigestion, gastritis, gastroduodenitis) falls on students of educational institutions.

Objective: learn the whole truth about yogurt.

Problem: What are the benefits of yogurt for humans?

Tasks:

Learn the history and process of making yogurt.

Find out what are the benefits of yogurt for the human body.

Take a tour of the farm.

Learn how to make yogurt at home. Shoot the film "Cooking yogurt ourselves."

Conduct a class survey about the benefits of yogurt to elementary school students.

Hypothesis: If you conduct explanatory work on the benefits of using yogurt for human health, then the level of understanding of the role of healthy nutrition in human life will increase.

Object of study: healthy lifestyle life. Preserving your health and the health of your loved ones is the main task for every person, and no one has any doubts that the leading role here belongs to food and nutrition.

Subject of study: yogurt.

Research methods:

Theoretical - comparative analysis information.

Practical - excursion, questioning, observation, practical work.

Chapter 1. The origin of the word "yogurt". History of yogurt

The word "yogurt" is Turkish (tur: yoğurt), and means "condensed".

Each nation has its own name for yogurt - Tatars, Bashkirs, Uzbeks, Turkmens, Azerbaijanis call it katyk and gatyk, Armenians - matsun, Egyptians - leben, Sicilians - mesorad. A similar name - matsoni - exists in the Georgian language.

There are many different legends about the creation of this miracle product. One of the legends says that the ancient Turks invented yogurt, wanting to set their guardian angels in a peaceful way. They called this tasty and healthy product "white oxygen".

However, another version is the most plausible. In accordance with it, the predecessor of yogurt appeared in those distant times, when the ancient nomadic peoples traveled, transporting milk in goat skins. Bacteria got into the milk from the air, from the movement of animals the milk in the skins on their backs was constantly mixed and, fermenting in the heat, turned into a special product that was the forerunner of modern yogurt.

Yogurt was first mentioned around 6000 BC. In ancient India, people filtered milk through a coarse homespun cloth and made it into an unusually tasty and healthy product, similar to yogurt.

And in Ancient Greece and in Rome, yogurt was an indispensable attribute of an exquisite feast.

In medieval Europe, yogurt came from the Mongols and rhinestones were widely used there - and as a nutritious food product, and as an effective means of traditional medicine.

Fermented milk is also mentioned in the chronicles of the Crusades, where the legend is told that the king of France, Francis 1, owes his miraculous healing to a medicine based on yogurt and prescribed to him by a doctor from Constantinople.

The countries of the Balkan Peninsula, or rather ancient Thrace, are considered the birthplace of modern yogurt. According to one theory, the ancient Thracians were the first to manufacture a product resembling yogurt. They bred sheep and noticed that sour milk lasts longer than fresh milk, and they mixed fresh milk with sourdough starter, thereby obtaining the first yogurt.

The great Russian biologist Ilya Ilyich Mechnikov in 1908 put forward his famous hypothesis, according to which the Bulgarian stick (contained just in yogurt) is able to protect the body and even prolong its life. In addition, Mechnikov believed that it could not only have a beneficial effect on the entire body, but also significantly improve the situation with the digestive tract.

The product that we know as "yogurt" was invented in Russia at the beginning of the last century. It was called "Mechnikovskaya curdled milk" (named after Ilya Mechnikov) and was assigned to kids. One "but": curdled milk was healthy, but almost tasteless. Over time, the technology for making curdled milk went to the West, and in the late 1980s the product returned to us under a new name - "yogurt".

The work of the Russian scientist inspired Isaac Karasu to found his company selling yogurt in Western Europe. Karasu lived in Thessaloniki, Greece. Since childhood, he was attached to yogurt, which was sold right on the streets of the city in glass jars. He had to leave his homeland, due to the fact that in 1912 the first Balkan war began.

Thus, Isaac ended up in Barcelona. The first thing he did was change his last name. Now he began to be called Isaac Carasso. In Spain, he got acquainted with the works of Mechnikov, who made a great impression on Carasso. He realized that the product so familiar to him was absolutely unknown to Europeans. It was an opportunity to be seized.

In 1919, Isaac founded the Danone company, in honor of his son Daniel. It should be noted that Isaac was a doctor by profession. To some extent, this contributed to the fact that he decided to distribute yogurt through a network of pharmacies, as a medicine.

The product immediately began to enjoy quite good demand. The main supplier of Danone was Mechnikov's laboratory at the Pasteur Institute in Paris. It was from there that the company received the famous Bulgarian stick and some other ingredients. When the leadership of the company passed to Daniel Carasso, he immediately made a number of significant changes in its structure. So the Danone company has become for many a symbol of high-quality and unusually tasty yoghurts.

Chapter 2. What is yogurt?

In accordance with international standards, in order for a product to be entitled to be called yogurt, it must meet three criteria:

1. The main ingredient in yogurt is milk.

2. The main production process is fermentation.

3. The main condition for fermentation is the direct participation of living microorganisms from the family of lactobacilli (Bulgarian bacillus) and Streptococcus thermophilus (thermophilic streptococcus).

It is allowed to add food additives, fruits, vegetables and products of their processing to yogurt.

What are the benefits of yogurt?

1. Yogurt is digested better than milk.

2. By including yogurt in your diet, you help your body because:

Yogurt contains lactobacilli, which have a beneficial effect on bowel function

Yogurt is a valuable source of calcium.

Two cups of yogurt contains 450 mg of calcium. This is half the recommended daily intake of calcium for a child and approximately 30-40% of the norm for adults.

Yogurt improves the absorption of other nutrients.

3. Yogurt strengthens the immune system.

There is evidence that if a person eats two cups of yogurt daily, his body intensively produces immunity-boosting interferon. The bacterial cultures found in yogurt stimulate white blood cells that help fight infections.

4. Yogurt helps to recover from intestinal infections. It is also helpful to eat yogurt if you are taking antibiotics, because it minimizes the negative effects of this group of drugs on the intestinal mucosa.

5. Yogurt can suppress fungal infections.

Natural yogurt contains 10-14 grams of protein (two cups), which is 20% of the recommended daily intake for any person.

7. Yogurt reduces the level of "bad" cholesterol. It is believed that the inclusion of yogurt in the diet can affect cholesterol levels.

8. Yogurt is a "combination" product.

Two nutritional benefits of yogurt support this notion. Firstly, it is easily absorbed by the body, and secondly, it improves the absorption of vitamins and microelements obtained from other products. That is why yogurt can be used as a sauce or replace sour cream with it..

Chapter 3

To answer this question, we went to a farm located in the Moscow region, Stupinsky district (ZAO Tatarinovo) (Appendix 1).

Here we learned that:

all yoghurts are made from cow's milk of the 1st grade, but reconstituted milk can be used;

then milk is normalized for fat;

Milk gets a "dose" of beneficial bacteria. Two microorganisms - Lactobacillus and Streptococcus thermophilus - are added to pasteurized milk. While the milk is still warm, bacteria convert the sugar into a special milky substance, which is what makes yogurt so tasty. It acts on proteins, forming a soft clot.

In the future, the stages of yogurt production are different. In one case, after the addition of thickeners and beneficial bacteria, the yogurt is ripened and packaged under sterile conditions, and in the other case, after fermentation, a thickener and fruit and berry fillers are added to the yogurt, then it is re-processed, which significantly increases the shelf life.

What are the benefits of natural yogurt?

When comparing the nutritional information of natural and fruit yogurt (same volume), which can be seen on the packaging, the advantages will be on the side of the first. As:

Natural yogurt has fewer calories.

Natural yogurt contains twice as much protein.

Natural yogurt is 2 times richer in calcium.

Natural yogurt does not contain sugar.

If natural yogurt may not be very tasty, it is still better to buy it. By adding, for example, your favorite fruits to it, you can completely exclude yoghurts with sweeteners from the diet.

chilled yogurt- this is one product, but frozen - completely different. Frozen yogurts, even those containing live bacterial cultures are not as beneficial. Lactobacillus is a sensitive substance, and freezer they probably won't like it.

We conducted a survey of students in our class, which showed that not all children understand the benefits of yogurt, how it is produced and whether yogurt can be prepared at home. (Annex 2) Therefore, we have prepared a reminder for the guys about the benefits of yogurt. (Annex 3), told them the story of the appearance of this interesting product and showed the film "Cooking yogurt at home"

Chapter 4

We decided to make yogurt at home.

To make yogurt, take:

one liter of whole milk,

150 g sourdough (Lactobacillus),

1 tablespoon sour cream (Streptococcus thermophilus)

Mix everything and pour into the multicooker bowl, turn on the “Yogurt” mode.

Ready yogurt must be put in the refrigerator to stop the growth of bacteria. Otherwise, your homemade yogurt will go sour.

You can serve ready-made yogurt with syrup, jam, fresh berries or fruits.

Natural homemade yogurt is stored in the refrigerator for no more than a week, ideally 4-5 days.

What are the benefits of homemade yogurt?

Homemade yogurt is full of live bifidobacteria and lactobacilli that inhabit the intestinal microflora, beneficially affecting the digestive system and immunity in general.

Yogurt has an anti-allergic effect, helps the body cope with dysbacteriosis.

findings

As a result of our work, we learned:

the history of yogurt;

origin of the word "yogurt";

visited a farm and learned how to make yogurt at home;

filmed an interesting film "Cooking yogurt at home";

learned and told the children about the beneficial properties of yogurt; prepared a memo.

Our hypothesis was confirmed. In the course of the work with the students of our class, many of them thought about the benefits of a healthy diet for the body.

As a result of the observations and searches, a lot of useful information about yogurts was revealed and the following conclusions were made:

Yogurt is primarily an excellent source of calcium, which is especially important for those people who do not like milk. Regular consumption of this product in food helps to improve digestion and metabolism.

The components and enzymes contained in yogurt remove harmful substances and toxins from the body, increase resistance to infections.

Yogurt is rich in proteins, mineral salts, enzymes and vitamins, even rare ones like D and B12. Yogurt gives gut bacteria their favorite food, lactose. For those whose intestinal microflora is destroyed by antibiotics, doctors recommend drinking yogurt to restore it.

Yogurt is a natural antibiotic. It is able to destroy some types of amoebas and dangerous bacteria such as staphylococci, streptococci and typhoid bacilli. If you add 2-3 tsp to the sourdough. natural juice, the finished yogurt will acquire a pleasant fruity taste.

Next year I would like to continue working with yoghurts. Determine which yogurts are better to buy in the store and how to choose the right yogurts containing a large number of bifidobacteria. Find out if all these bacteria are “alive” or not. To do this, using a special method, try to grow on special media, i.e. sow in Petri dishes and determine the amount of lactic acid or bifidobacteria. Compile your own collection of culinary recipes that use yogurt.

Sources

Yogurt - Wikipedia. en.wikipedia.org›Yogurt

MedicInform.net›human/humanis/human98.htm

Benefits of yogurt Health benefits of yogurt beautyinfo.com.ua›m0c3i2060.html

Yogurt is a valuable dairy product. med2live.ru›yogurt.html

History of yogurt. mmenu.com›Articles›Products›228

Appendix 2

Questionnaire "What is the use of yogurt?"

Do you love yogurt?

Picture 1

Do you eat yogurt every day?

Figure 2

Do you know what "live" yogurt is?

Figure 3

Do you know how to choose the right yogurt?

Figure 4

Do you know the benefits of yogurt?

Figure 5

Does your family know how to make yogurt at home?

Figure 6

If you were a yogurt maker, what would you add to it?

P amyatka

"How useful is yogurt?"

Live yoghurt cultures have a positive effect on the functioning of the gastrointestinal tract.

Yogurt is a good source of vitamins, especially B2 and B12, calcium and other minerals.

Yogurt strengthens the immune system.

Yogurt is a wonderful source of proteins.

Homemade yogurt is tastier and healthier than store bought.

Natural yoghurt:

less calorie;

contains twice as many proteins;

2 times richer in calcium;

does not contain sugar.

Appendix 4

Making yogurt at home

Homemade yogurt is really a very tasty and healthy product and cannot be compared with store-bought yogurt.

To prepare it correctly, you need to pay attention to the following important points:

In unsterilized milk, there are various lactic acid bacteria that, during the cooking process, will compete with the bulgarian stick (sourdough) and turn the milk into sour milk. Therefore, milk must be sterilized (i.e. boiled) before fermentation.

Sourdough in milk should multiply at a certain and rather strict temperature of 36 ... 40 degrees. If the temperature is lower, you will get a tasteless yogurt consistency. If the temperature is higher, then fermentation will not occur, or the process will be greatly delayed. Maintaining temperature is very important.

Yoghurt takes about 5 hours to prepare. At the same time, the milk turns into a homogeneous, dense mass, which, when the can is tilted, does not pour out, but falls out in large pieces. Sometimes you need to shake. The taste is neutral and almost non-sour. If you like sour foods, you can increase the holding time.

After 5 hours, the yogurt is ready, but if the fermentation process is continued (36 ... 40 degrees), then the acidity will gradually increase. With a total exposure of 10 hours, a sharply sour taste will be obtained.

If you get a good homogeneous yogurt, then you can put some of it in a clean jar in the refrigerator for sourdough.

From yogurt, incl. and failed, you can make the most delicate and delicious cottage cheese. Very tasty yogurt omelet.

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 provide information about the trademark and taste preferences about yogurt are most in demand by 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 thing, 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 yogurt of a certain brand 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 acidity, viscosity, various flavoring 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

Yogurt - 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. 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.

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 Miracle 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? AT large supermarkets AT 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!

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