Маркетингові дослідження поведніки споживачів снеків

Abstract

UA: У статті представлено результати проведеного маркетингового дослідження поведінки споживачів на ринку cнеків України. Визначено переваги споживачів при виборі асортиментних позицій снеків. Виявлено фактори, які вливають на вибір споживачів при покупці снеків. Оцінено вплив комунікаційних заходів та упаковки на прийняття рішення про купівлі снеків. Вивчено можливості пропозиції на ринок фруктових та овочевих натуральних чіпсів. На підставі ґрунтовного аналізу отриманих результатів анкетування розроблено модель поведінки споживачів на ринку снеків. EN: Тask statement. The purpose of the article is Marketing research of consumer behavior and preferences of snacks on the market of Ukraine. The method of researching the set goals is questionnaire. Based on the obtained data, a model of snack consumer behavior is formed. Research results. Consumer preferences when choosing snacks were studied and it was established that the most popular types of snacks are: sweet snacks, seeds, chips and crackers. According to the results of the survey, consumers consider sweet and salty as the most favorite flavors of snacks. The most significant factors influencing the choice of snack consumers were identified: price, taste and quality. Research has proven that for most consumers of snacks, price is of significant importance. Therefore, snack manufacturers need to constantly develop and implement measures to improve pricing policy. According to respondents, Internet advertising, word-of-mouth radio, and point-of-sale advertising are effective channels of advertising. The main goal of communication activities, according to the respondents, is information. The majority of respondents can purchase a product under the influence of certain communication measures. In the course of the study, it was found that consumers most often buy snacks in large retail organizations, stores near the house, as well as in kiosks and roadside cafes. The possibility of offering natural fruit and vegetable chips to the market was studied and it was established that the majority of respondents will buy new types of fruit and vegetable chips. Conclusion. Based on a thorough analysis of the survey results, a model of the behavior of snack consumers was developed. It should be noted that marketing research of consumer behavior should be carried out on a permanent basis. Only such a detailed study of consumer behavior will allow businesses to retain their consumers and turn them into regular customers, increasing their level of satisfaction, engagement and loyalty.