In the first quarter of 2006, Consulting Agency Market Advice Ltd. carried out a study of the ice-cream market in Moscow, Ryazan and Yaroslavl in order to determine tendencies of ice-cream consumption in the capital and neighboring regions; the following kinds were studied: unit dose packs and large-weight packs. A quantitative survey study was performed with use of sidewalk interview method. As a result, 800 persons in Moscow, 200 in Ryazan and the same number in Yaroslavl, at ages from 14 and older, consuming ice-cream not less than once a month, were surveyed.

 

·        Structure of consumption of different kinds of ice-cream: unit dose packs and large-weight packs

·        Frequency of consumption of ice-cream in unit dose packs and large-weight packs

·        Structure of consumption of ice-cream in unit dose packs and large-weight packs

·        Kinds of consumed ice-cream in unit dose packs and large-weight packs

·        Channels of purchase of ice-cream in unit dose packs and large-weight packs

·        Motivations for purchasing large-weight ice-creams

·        Attitudes to ice-cream assortment available on sale

·        Major factors defining choice of an ice-cream in places of sales

·        Attitudes to an ice-cream with new properties: demand by respondents

·        Advertising of ice-cream in mass-media and its influence on consumption by respondents consuming these products

·        Preferences in purchasing ice-cream from different manufacturers (all-Russian manufacturers and local ones)