Marketing research on the characteristics of yogurt as a product. Analysis of consumer preferences of yoghurts sold in Ulan-Ude. Marketing research of yogurt brand "Activia"

The purpose of our research: To identify information about which brand and taste preferences about yogurt are most in demand among consumers in N. Novgorod Objectives: To study the most popular brand of yogurt among respondents To study consumer preferences regarding packaging, flavoring additives To find out the influence on a specific choice of yogurt, where and how often is it purchased?

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

Yogurt Yogurt is a fermented milk product, similar in consistency and taste to low-fat sour cream and obtained by fermenting milk with specific yogurt bacteria. It is considered a traditional Bulgarian drink, included in many first and second courses.

C There is a legend according to which the Lord God revealed the secret of yogurt and its miraculous properties to the forefather Abraham, who allegedly lived 175 years. Even in prehistoric times, fermented milk was used. 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. Legend has it that yogurt owes its existence to a shepherd who for some time 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. 20th century Danone In the USSR, yogurt has been produced since the 1920s. It was sold in pharmacies as a medicinal product called yoghurt. USSR pharmacies In Ushakov’s explanatory dictionary (1935) there is the word “yoghurt” (and, as a variant of pronunciation, “yagurt”) with the interpretation: “Bulgarian sour milk.” In the 1980s, fruit kefir began to be produced and labeled “fruit yogurt.” But very soon this initiative was stopped by Western giants who came to the domestic market. Danone founder - Isaac Carasso from Greece

Unflavored - This natural product contains nothing other than two main ingredients - milk and the culture that gives the yogurt its sour taste. Flavored - This yogurt has a fruity or vanilla flavor, which 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 fruit or berry taste. Types of yoghurts

In order to identify consumer preferences about yogurt, we ask you to answer the following questions in 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.Which yogurt do you buy most often? Drinking Regular (in a plastic cup)

5.Which brand(s) do you prefer? “Activia” “Miracle” “Frutis” “Tender” “Ermigurt” “Danissimo” “Rastishka” “Bio-max” “Immunele” Other ______________ 6.What flavor do you prefer yogurt? With berries With fruit With dry filling (flakes, balls) With jam Without additives and sugar 7. What are the benefits in your opinion from using this product? Improved digestion Eliminates toxins Strengthens the immune system Nutritional function 8. Does your choice depend on the packaging design? Yes No Whatever

9.Which package of yogurt do you prefer? Plastic cup Bottle Bag 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 At the market Other ______________ 12. How often do you use yogurt? Every day Several times a week Several times a month Several times a year Almost never Difficult to answer Thank you for your time!

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

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

- study the most popular brand of yogurt among respondents;
- explore customer preferences regarding packaging and flavorings;
- find out the impact on a specific choice of yogurt, where and how often it is purchased;

The subject of the study is a questionnaire with a list of questions about yoghurts.

The object is the suggested answers about yogurt.

The research method is a survey.

In order to analyze the demand for which yoghurts on the market in the city of Ulan-Ude, it is necessary to study consumer preferences. The main points that needed to be addressed as part of the study were outlined in the questionnaire [see. Appendix 2]. This questionnaire consists of 17 questions regarding customer preferences about stores, brands, manufacturers, and yogurt taste preferences.

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

Table 23 - Sample by age

Before talking about the frequency of purchasing 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 completely different sizes.

Let us present Figure 1 of the dependence of preferred packaging on the gender of the respondent.

Figure 1 - Consumer preferences depending on packaging volume

The diagram shows 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 to buy a small package twice. Larger packaging costs more, but when choosing a particular item, a man pays less attention to the price of the product. A woman can be psychologically affected by the sight of a higher price.

Now consider Figure 2, which clearly shows the frequency of purchases.

Figure 2 - Consumer preferences depending on purchase frequency.

Here the preferences of men and women are almost equal, although male respondents buy yoghurts a little more often, but still on average 1-3 yoghurts per week. From this we can conclude that most respondents eat yogurt every other day. This can be explained by the fact that if you consume yogurt every day, you can quickly get bored with it, but, on the other hand, it is believed that this product is tasty, healthy and easy to eat, so 1-3 times a week is the optimal consumption option.

Based on 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 can rightfully 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 of a modern person, who often does not provide for a full lunch at home during the working day. Therefore, drinking yogurt is one of the most optimal 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, and it also brings pleasure its taste characteristics.

The most important question that was asked to respondents was what guides them when purchasing yoghurts. This was a multiple choice question and is shown in Figure 3.

Figure 3 - Criteria for evaluating yogurt when purchasing

Thus, we can distinguish two main criteria that guide the purchase of yoghurts: 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 breaks this contract and loses customer loyalty. A consumer follows a repeat purchase pattern because that particular brand satisfies his needs well or because he develops a personal loyalty to the brand. Brand loyalty can also be a consequence of its emotional impact on the consumer or its effect on the consumer's self-esteem.

The study analyzed consumer commitment to a particular brand/manufacturer. At the same time, respondents were asked which brand of yoghurt they prefer to buy.

Figure 4 shows consumer loyalty to a particular brand.

Figure 4 - Consumer commitment to a particular brand

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

A major role in analyzing the consumer’s commitment to a particular brand of yogurt is played by determining whether the consumer knows in advance which brand of yogurt he will buy, or whether he buys it directly when he comes to the store.

Figure 5 shows consumers' purchasing choice of yogurt brand.

Figure 5 - “Choosing a brand of yogurt when purchasing”

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

To more fully assess loyalty 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”

The majority of women, 54%, would buy any other yogurt similar to their usual one. 34% of men will postpone the purchase until their next visit to the store, another 34% will buy any other yogurt similar to their usual one. The men also suggested an answer option - I’ll buy it for the funny name, which once again proves the impulsiveness of purchases made by men.

Various studies have found that for most products, differences between alternative purchasing locations are greater than between brands within 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 become a key factor in the success of a brand in modern markets. This is due to the fact that consumers are much more loyal to their places of purchase and are willing to accept limited choice and pay more than to spend additional time 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 purchase yogurt.

Table 22 - Places of purchase

Most men and women prefer to purchase yoghurts in supermarkets. This is a segment of consumers who want more variety and can pay more for it.

Thus, from the above analysis and data it is clear that the determining factor for the success of purchasing yogurts of a certain brand is not only the low price, but also the taste properties of the yogurts, as well as the usefulness of the product.

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Marketing research of yogurt brand "Activia"

general characteristics

I conducted a marketing study of the Activia brand of fermented milk products. The study was based on the following imaginary market situation: demand fell, resulting in a reduction in sales of Activia brand yogurt, which required conducting marketing research in order to develop specific recommendations and tips for improving product sales.

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

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

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

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

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

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

Analysis of questionnaires

Let's analyze the results obtained for each question.

Question 1. What's your gender?

a) male b) female

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

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

Question 2. Your age?

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

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

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

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

Thus, it was asked:

1. Women:

· from 21 to 30 - 27% (6 people);

2. Men:

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

· from 21 to 30 - 9% (2 people);

· from 31 to 40 - 9% (2 people);

· 41 and older - 9% (2 people).

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

Diagram 1. Proportion of respondents of different age groups

Question 3. Your family size is:

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

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

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

Diagram 2. Proportion of respondents with different family sizes

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

Question 4. Your average monthly income:

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

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

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

The respondents have the following income level:

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

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

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

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

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

Diagram 3. Proportion of respondents with different income levels

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

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

a) visiting shops

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

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

Diagram 4. Proportion of respondents by source of information.

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

a) milk b) kefir

c) yogurt c) other________________________________

Purpose of the question: to segment the market of consumer preferences and tastes by type of dairy products.

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

Diagram 6. Consumer preferences when purchasing dairy products

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

Question 7. How often do you eat yoghurt?

a) daily b) 3-5 times a week

c) 1-2 times a week d) never

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

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

· daily - 23% (5 people);

· 3-5 times a week - 23% (5 people);

· 1-2 times a week -50% (11 people);

· never - 5% (1 person).

Diagram 5. Frequency of consumption of dairy products by respondents

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

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

Purpose of the question: to find out the most important properties of dairy products that the buyer relies on when choosing a product.

Let's display the survey data in the table:

Table 1

The correlation between the level of respondents regarding the importance of the properties of dairy products is shown in Diagram 7.

Diagram 7. Assessing the importance of dairy product qualities

To summarize we can say that:

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

2. Quality, like taste, according to the survey results, plays an important role when choosing a product. It is interesting that the answers in terms of taste and quality coincide in the number of percentage components.

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

4. Useful properties are in third place in importance when choosing products. This may be due to the fact that they are difficult to sense and cannot be verified, therefore, the beneficial properties are not as important when purchasing as the taste and quality of the product, according to respondents.

5. According to the survey results, packaging is not the main indicator. The majority of respondents gave a negative assessment to this factor.

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

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

The question is open.

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

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

Based on this situation, the Activia company needs to pay attention to its products, since it lags slightly behind its competitor’s company. You should disseminate more information about your products, expand the range and introduce your own innovations, which will significantly increase the demand for the product. It is also necessary to monitor competing firms.

Question 10. What is your opinion about Activia brand products_______________________________________________________

Purpose of the question: to find out the respondents’ general understanding of the product and products of the Activia brand. The question is open.

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

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

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

a) natural b) fruity

c) with cereals d) other___________________________

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

The survey results are as follows:

· natural - 18% (4 people);

· fruity - 50% (11 people);

· with cereals - 27% (6 people);

· other - 5% (1 person)

Diagram 8. Correlation of respondents by taste preference

From these data it follows that half of the respondents prefer fruity flavors of yogurt. Therefore, Activia should increase the productivity of fruit flavored yoghurts and pay more attention to other flavors in order to attract the buyer. In my opinion, the Activia company needs to develop a series of new flavors that will include exotic fruits, at the same time give good advertising and conduct a series of yogurt tasting events. In my opinion, this will increase interest in this brand, both among buyers and competitors.

Tasteless ___________________________________ Delicious

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

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

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

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

a) yes b) no d) anyway

The purpose of the question: to find out the opinion of respondents about the price of Activia products, whether it is important when purchasing a product and whether it is worth paying due attention to it.

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

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

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

c) from 30 to 40 rubles. d) your own version______________

Purpose of the question: to determine the scope of the desired price for buyers. And based on the data on the acceptable, from the buyer’s point of view, price of the product, calculate the average sampling error and the maximum values of the general average.

Table 2 Acceptable product price from the buyer’s point of view

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

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

Number of respondents in the i-th interval.

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

The variance is calculated using the formula:

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

During selection, the error of the sample mean is determined by the formula:

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

µ = v25 / 22 = 1.07

2. Marginal sampling error is calculated as:

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

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

2 * 1,07 = 2,14

20 - 2.14 ? X? 20 + 2.14

17.86? X? 22.14

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

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

a) absolutely agree

b) find it difficult to answer

c) absolutely disagree

Purpose of the question: to determine the opinions and personal feelings of respondents regarding the presence of beneficial properties in Activia yogurt.

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

The data obtained may indicate that most consumers very rarely consume Activia yoghurts, so they find it difficult to answer or do not pay due attention to this. The company's goal is to maximize customer interest in the presence of beneficial properties not found in other brands of dairy products. Since, as mentioned above, the beneficial properties of dairy products occupy one of the main places when respondents purchase goods.

Question 16. If you are offered to participate in the “Activia - the health of your body” campaign. You:

a) of course, take advantage of this offer

b) perhaps you will take advantage of this offer

c) you may not take advantage of this offer

d) do not take advantage of this offer

Purpose of the question: to identify the trust of respondents and determine the level of interest in the Activia brand.

The result of the survey was the following data:

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

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

· may not take advantage of this offer - 14% (3 people);

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

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

Summarizing the data of this question, it should be noted that half of the respondents will probably participate in promotions conducted by the Activia company. This means that buyers do not have much interest in this product and they doubt the positive outcome of the promotion. The company's goal is to increase this interest in various ways, and not just by holding promotions, since judging by the survey they do not produce particularly good results.

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

Purpose of the question: to determine specific measures to improve products and increase demand, as well as the best promotion of the product on the market. The question is open.

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

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

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

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

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

3. It is also possible to introduce innovations and innovations. This could be either the development of new flavors or changing the shape of the packaging to increase interest and attract a new circle of customers.

4. I would also like to advise the Activia company to conduct more promotions related to the upcoming holidays, season changes, make special offers that will attract people of different ages (reduced prices, increased immunity, when purchasing 2 types of goods, the 3rd is provided for free ).

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

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

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

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Marketing research on the characteristics of yogurt as a product. Analysis of consumer preferences of yoghurts sold in Ulan-Ude. Marketing research of yogurt brand "Activia"

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Marketing research of yogurt brand "Activia"

general characteristics

Analysis of questionnaires