Russian Baby Index

Goods and service for kids under 3 years old:

Moms` preferences

Russian Baby Index  – regular single-source survey of behaviour, lifestyle patterns and media preferences of moms of kids under 3 years old.

The survey allows us to describe the portrait of target group representatives, define consumption patterns of goods and services, study competitive environments and optimize the choice of communication channels with a target audience.

Target group

Moms of kids up to 3 years old

Frequency

Twice a year

Geography and sampling

9 Russian cities, 4300 respondents per stage

• Moscow
• St. Petersburg
• Novosibirsk
• Nizhniy Novgorod
• Yekaterinburg
• Rostov-on-Don
• Samara
• Voronezh
• Kazan

The sampling design allows for representative data from both large cities overall and each city individually.

Composition of information/

More than 134 goods of categories, more than 400 brands. Market segmentation by the following parameters.

• Share of consumers
• Brand preference (awareness, use, during the past month, preference, intention to purchase in the future)
• Frequency of good consumption
• Volume of consumption
• Place of purchase
• Expenses on purchasing
• Preferences of tastes and types
• Importance of characteristics (price, brand prestige, package attractiveness, country-manufacturer, etc.)
• Influence of the information source on the choice of goods (recommendation of a doctor, sales person, advertising in the press, radio TV, articles with recommendations in magazines, newspapers, friends, relatives, etc. )

Product group list

• Baby food
  Breast milk substitutes
  Children’s porridge
  Baby puree
  Children’s juices
  Children’s cookies
  Children’s tea
  Children’s drinking water
  Children’s dairy products

• Maternity foods
• Child care products
• Diapers
• Feeding accessories
• Additional feeding accessories
• Children’s vehicles and learning products
• Children’s toys
• Children’s footwear
• Underwear and clothes
• Child care accessories
• Regional stores (awareness and purchases in children’s outlet stores, factors in store selections, the most important sources of information about a store, and purchase motivation)

Awareness and estimation of the largest companies

Lifestyle

• More than 120 lifestyle statements characterizing habits, interests, respondents opinions about themselves and surrounding world, purchasing behaviour, attitude to media and advertising
• Places of spending free time with a child
• Psychographic segmentation of consumers
• Segmentation by level of consumer activity
• Psychological portrait of a mother (motivation for purchasing, perception of motherhood, family values)
• Role of a father in upbringing/care of a child, etc.

Socio-demographic portrait ;

• kid’s sex and age
• mother’s and Main Income Earner’s (MIE) sex and age
• mother’s and Main Income Earner’s (MIE) level of education
• mother’s family status, record of life together
• number and age of kids in a family
• occupation and sphere of activity of a Main Income Earner
• professional and positional status of a Main Income Earner
• level of income and material status
• social classes by ESOMAR
• living conditions and material status

Media preferences

• Press (editions about health, family and child care: average issue readership (AIR), and way of obtaining it, place of purchase, themes of publications)
• Internet (usage of Internet to watch thematic web sites, site awareness, visits, frequency of Internet usage, purchase through Internet)
• Radio (weekly audience of central and local radio-stations, genre and musical preferences)
• Television (reception of TV channels, weekly audience of central and local channels, genre preferences)

Data delivery to subscribers – report in printed form or a database

A catalog for the previous Russian Baby Index research stage is available at http://www.tgi.ru/

 (095) 502-98-98, Fax: (095) 502-98-99

Olshanskaya Svetlana – project manager
 Olshanskaya@comcon-2.ru

We will be happy to answer all your questions and deliver additional information.