Results of the Quantitative Study of Muscovite's Preferences in Consumption of Mayonnaises (II quarter of 2004)
In the second quarter of 2006, Consulting Agency Market Advice Ltd. carried out a full-scale research of the mayonnaise market in order to study consumers' preferences in the consumption of mayonnaises, factors defining the preferences, perception of various kinds of mayonnaises available in the trading network of Moscow city. 600 men and women consuming mayonnaise was surveyed with use of sidewalk interview method.
The following data were obtained in the quantitative study:
- Social portraits of participants of the study
- Purchase of mayonnaises by respondents depending on various parameters (season, age, gender, etc.)
- Priority spontaneous popularity of mayonnaise brands
- Spontaneous popularity-recall of mayonnaise brands
- Popularity of advertised/promoted mayonnaise brands
- Loyalty to mayonnaise brands
- Places where respondents of the study purchase mayonnaises
- Importance of some characteristics of a mayonnaise (in opinion of participants of the study depending on their gender)
- The list of dishes where respondents never use mayonnaises
- The optimum package for a mayonnaise (in opinion of participants of the study)
- Purchases of mayonnaises with natural additives by respondents of the study
- Criteria to choose a mayonnaise in the Moscow trading network that guide respondents when the preferable mark is absent, depending on respondents' gender
- Advantages and disadvantages of mayonnaises in big packages (in opinion of participants of the study)
- Criteria to choose a "New" mayonnaise that guide respondents of the study
- The most preferable weight of a mayonnaise (in opinion of participants of the study)
- The most acceptable price of a mayonnaise in 250- and 500 g packages
- Structure of consumption of soybean mayonnaise
- Competitors to mayonnaises
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