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 | | | FMCG – Buying Style | |
The modern market of products for everyday use is growing by leaps and bounds: competition between retail chains is intensifying, and, as a result, their positioning is getting clearer. As Russians become better and better off, consumption is getting more selective and changing dynamically; manufacturers are actively employing different kinds of advertisements (including BTL) for reaching target groups. Until now, no one had known for sure which forms of communication are most effective and for which buyer groups during the purchase decision period. Buying behavior had never been recorded or analyzed. Upon the requests of our partners, in order to eliminate this informational vacuum, COMCON-Media conducted the first phase of regular monitoring, “FMCG – Buying Style,” in October 2004.
Research Goal To monitor trends in buying behavior with respect to FMCG products and retail development in Moscow.
SamplingIndividual, regional, representative (by sex and age), from 16 to 64 years old, permanent Moscow residents. 1000 respondents are surveyed in each phase.
MethodA formal, in-home interview (duration – around 1 hour; interviewer questionnaire size – around 32 pages).
GeographyMoscow
PeriodOctober 2004
Planned Frequency1-2 times a year
Research Contents
Primary Product Categories
- Groceries
- Alcohol
- Household
- Make-up and Perfume
1. Buying behavior (for three separate FMCG purchase types: everyday, stocking-up, and for entertaining at home)
- Frequency and time (day of the week, time of day) of the corresponding purchases (for each product category)
- Preferred points-of-sale (chain stores/others means of purchase) for purchasing the corresponding products (for each product category)
- Chain stores (knowledge, purchases, discount cards)
- Expenditures on groceries, alcohol
- Factors affecting point-of-sale choice (including chain stores) (transportation, products, service, facilities, BTL promotions)
- How to get to the store and how long it takes
- Time of purchase
- Shopping lists (rationality)
- Family members and friends that help make purchasing decisions
- Deciding factors for various product categories (brand/manufacturer)
- Usefulness of various sources of product information
2. Attitudes toward (BTL) promotions
- Knowledge/participation/willingness to participate in the major types of BTL promotions
- Sources of information (and how much they’re trusted) about BTL promotions
- Optimal promotion locations
3. Mass media psychosemantics – multifaceted attitudes toward major mass media channels as advertisers (evaluated according to 18 parameters: aggressive, analytical, honest, irritating, entertaining, and so on)
- Television
- Radio
- Magazines
- Newspapers (including classifieds)
- Mailbox flyers, brochures
- Internet
- Outdoor advertising (on the street and in the subway)
- Direct mailing
4. Socio-demographic characteristics
- Sex
- Age
- Income
- Education
- Occupation
- Marital status and family size
- Residence in the Greater Moscow area
- Frequency and time of public transport use
- Closest metro stations to home, store, and so on.
5. Lifestyle (75 questions)
- Buying behavior
- Overall values
- Consumer preferences
- Integral respondent specifics (psychotypes)
Forms of Research Result Presentation
- Database for working with the DataFriend professional software.
- Power Point report with data commentary
- Excel report – graphic charts with quantitative data
Contacts
Please call the following numbers for additional information about the “ FMCG – Buying Style ” project and obtaining the research results
Tel.: (095) 502-98-98 Fax: (095) 502-98-99
Contact Person
Svetlana Olshanskaya – Project Manager
 Olshanskaya@comcon-2.ru
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