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Course work

In the discipline "Marketing research" on the topic:

"Marketing research in demand for the goods market (services)"

Yaroslavl 2008.

Introduction .............................................................................. ...

1. Demanding the demand ................................................... ..

1.1 Concept and types of demand

1.2 Factors affecting the amount of demand

2. Marketing research

2.1 The concept of Mi.

2.2 Methods Mi.

2.3 Description of the selected method

3. Application of marketing research in practice on the example of the demand for washing powder

3.1 Features of the product under consideration

3.2 Justification of the selected method of research and technology for collecting information

3.3 Marketing Research

3.4 Determination of the capacity of the market

3.5 Analysis of the dynamics of demand and the construction of graphs of market indicators

3.6 Determination of the accuracy of the results

3.7 Proposals for increasing demand for products

Conclusion

Bibliography

application

Introduction

The market management concept aims the economy to meet many of the ever-changing needs of many millions of consumers, provides comprehensive solution Problems of production and consumption. The best coordination of activities of all economic entities, high performance and efficiency of working, material and cash resources.

One of the regions of the market economy is marketing as a system that is characterized by the mechanisms of self-regulation in the market conditions. Rotate the country's economy to market relations led to the current rise in popularity of marketing, the practical embodiment of which is the orientation on the priority position of the consumer in relation to the manufacturer, the elimination of monopolism. For effective functioning in a market economy, each enterprise, organization, it is necessary to carry out marketing activities, to develop a marketing program, i.e. We are talking about the restructuring of the planning and economic work of the enterprise in the conditions of a market economy.

Under exercise marketing activities It should be proceeding from the essence and purpose of marketing, as well as take into account the specifics of the sphere social productionwhere it is carried out.

Currently, the market situation is characterized by the high dynamism of the market environment: a significant expansion of the range by the emergence of new products, substitute goods, increasing customer requirements for the range and quality of goods.

In this regard, among the increased number of industrial and trade enterprises, there is an increased competition for sales and sales of consumer goods.

This ultimately affects their activities: Produced products are not in demand among the population and does not find sales, the profitability of enterprises is reduced.

In this regard, there is a need to create unified system Monitoring demand in order to identify the patterns of its development, consumer preferences, as well as more accurate forecasting and maximum approximation of the planned range of goods manufactured and implemented to the population in demand.

The study and assessment of the population's demand for consumer goods is among the main issues of marketing research in modern conditions.

All of the above and predetermined the goal and task of the course work.

The object of the study is the market of synthetic detergents in the territory of Yaroslavl.

The subject of the study is a combination of theoretical and methodological foundations of the population's demand study.

The purpose of the course work is to study the demand for washing powders in Yaroslavl.

The task of the course work is to conduct marketing research through the questionnaire, processing results, formulating recommendations to increase demand for washing powders.

1. The concept of demand

1.1 Concept and types of demand

When the economy speaks of demand, they mean, of course, not the demand of an individual person, but take into account the market demand of many people. Even if the demand of the individual will be satisfied, it will not have any noticeable impact on the total demand of the combination of people who will shop, and thereby the total amount of purchases will increase. On the free market, where many people act, selling and buying should not noticeably affect the behavior of other people. Therefore, when they talk about the demand and law of decreasing demand, we are always talking about the volume of market demand, which is composed of the demand of various people who are speaking as buyers. In other words, only general sales and purchases are always taken into account in the market mechanism, total supply and demand.

The demand function in the market mechanism is decisive, for it is it forces the production to produce the goods necessary to the public, improve their quality and assortment. Demand in turn depends on the needs of people: with a change in needs and the demand is also changing, which is essentially a monetary statement of needs. However, not any need may have a monetary expression and to be satisfied with the market. Nevertheless, the most important life needs of people in food, clothing, footwear, domestic service in the best way, as the history of developed market farms shows are satisfied through the market due to demand.

Demand - Desire, specific need supported by purchasing power. For given resource opportunities, people satisfy their needs and desires by purchasing goods that bring them the greatest benefit and satisfaction.

Types of demand

1. Negative demand. The market is in a state of negative demand, if most of it dislikes the product and agrees even on certain costs, just to avoid it. People have negative demand for vaccinations, dental procedures, seeding operations and operations on the bustle bubble. Employers feel a negative demand for hiring former prisoners and alcoholics.

2. Lack of demand. Targeted consumers may not be interested in the product or indifferent to it. So, farmers may not be interested in new agrotechnical admission, and college students - studying a foreign language ..

3. Hidden demand. Many consumers may experience a strong desire that cannot be satisfied with the goods or services available on the market. There is a big hidden demand for harmless cigarettes, safe residential neighborhoods and more economical cars.

4. Falling demand. Sooner or later, any organization will face a drop in demand for one or several of its products. The attendance of churches is reduced, the number of those who want to act in private colleges. The market leader should analyze the causes of the fall of the situation and determine whether it is possible to stimulate sales by finding new target markets, changes in product characteristics or establishing more efficient communication.

5. Unregular demand. Many organizations sell on a seasonal, daily and even hourly basis, which causes the problems of underloading and overload. Most of the public transport is not loaded during the daytime and does not cope with the carriage at peak hours. On weekdays in museums, few visitors, but on weekends the halls are overcrowded. At the beginning of the week, the operation in hospitals is a queue, and by the end of the week, applications are less than necessary.

6. Full demand. About full demand is said when the organization is satisfied with its trading turnover.

7. Excessive demand. A number of organizations have the level of demand higher than they can or want to satisfy. Thus, the intensity of the movement on the Golden Gate bridge is above an absolutely safe level, and the Yellowstone National Park is full in summer.

8. Internal demand. Countering the demand for goods, harmful to health, requires a purposeful effort. Campaigns against distribution of cigarettes, alcoholic beverages, narcotic drugs causing addiction, firearms, pornographic films, against creating large families.

1.2 Factors affecting the amount of demand

The amount of demand affects both uncontrolled environmental factors and marketing factors, representing a collection of marketing efforts attached on the market by competing firms.

-Price. Any price appointed by the firm, one way or another, will affect the demand level. The relationship between the price and the resulting level of demand is represented by the well-known demand curve (see Fig. 1). The curve shows how much the goods will be sold on the market during a particular period of time at different prices that may be charged within the framework of this period of time. In the usual situation, demand and price are in inversely proportional dependence, i.e. The higher the price, the lower the demand. And, accordingly, the lower the price, the higher the demand. So, raising the price with C 1 to C 2, the firm will sell a smaller amount of goods. Probably, consumers with a limited budget, facing the choice of alternative goods, will become less than those whose price turns out to be too high for them.

Most of the curves of demand tends down the straight or curved line, as shown in Fig. 1a. However, in cases with prestigious goods, the demand curve sometimes has a positive tilt type presented in Fig. 16. The perfume firm found that, raising the price with C 1 to C 2, it sold the spirits no less, and more. Consumers counted a higher price indicator more high Quality or greater desirability of these spirits. However, at a very high price (C 3), the demand level is lower than at C 2.

Fig. one. Two possible variants of the demand curve

Also, the demand is influenced by the following non-counseling factors:

- Consumer tastes. A change in consumer flavors or preferences favorable for this product will mean that demand has increased at each price. Adverse changes in consumer preferences will cause a decrease in demand and the offset of the demand curve to the left. Technological changes in the form of manifestation of a new product are capable of changing consumer tastes. Example: Physical health is becoming increasingly popular (in any case in the West), and it increases the demand for sneakers and bicycles.

- Number of buyers. An increase in the market of customers is determined by the increase in demand. A decrease in the number of consumers is reflected in the reduction of demand. Example: Boom fertility after World War II increased the demand for diapers, children's lotion and obstetric services.

- Income. Impact The demand of changes in money income is more difficult. In relation to most goods, increasing income leads to an increase in demand.

Products, the demand for which changes in direct dependence with a change in money income is called the goods of the highest category, or normal goods.

Goods, the demand for which changes in the opposite direction, that is, it increases with revenge income, is called low-cost goods (this issue will be considered below).

Example: Increase in revenue increases the demand for such goods such as butter, meat, and reduces demand for wearwear.

- Prices for conjugate goods. Will the price change in the conjugated goods to increase or decrease the demand for the product under consideration depends on whether this related product is substitute Our product (interchangeable goods) or related to it (complementary goods). When two products are interchangeable, there is a direct connection between the price of one of them and the demand for another. When two goods are complementary, between the price of one of them and the demand for another there is feedback. Many pairs of goods are independent, independent goods, the change in the price of one very little will affect or not at all affect the demand for another. Examples: Reducing tariffs for passenger air transportation reduces the demand for travel by bus transport; Reducing the price of video recorders increases demand for video tapes.

- Waiting. Consumer expectations regarding future prices for goods, availability of goods and future income are able to change demand. Waiting for the fall in prices and reducing income leads to a reduction in current demand for goods. Reverse statement is also true. Example: An unfavorable weather in South America generates expectations in the future of higher coffee prices and thereby increases the current demand for it.

2. Marketing research

In marketing research, the systematic collection, mapping and analysis of data on different aspects of marketing activities is understood. Marketing research is a function that connects marketers with markets, consumers, competitors, with all the elements of the marketing environment. Marketing research is associated with decisions on all aspects of marketing activities. They reduce the level of uncertainty and relate to all elements of the marketing complex and its external environment by that components that affect the marketing of a particular product on a specific market.

From the point of view of the object of study, marketing studies are a comprehensive study. So, it is very difficult to separate from each other such areas of research as the market, consumer, competitor. The market is unthinkable without a competitive struggle, the consumer form their behavior in a certain market environment.

Marketing research - Systematic definition of the circle of data required in connection with the marketing situation facing the company, their collection, analysis and results report.

Marketing research can be carried out by independently, the organization's own forces, or an organization can resort to specialized consulting organizations. When choosing between the first and second embodiments of marketing research, many factors are taken into account:

1. The cost of the study. Many organizations believe that it is cheaper to conduct marketing research on their own. (For reference: The cost of marketing research, according to expert evaluation of foreign specialists, is on average less than 0.2 from each percentage of product costs.)

2. Availability of research experience, specialists of the necessary qualifications. This is especially important to take into account when using complex methods for conducting marketing research and processing the results obtained.

3. Deep knowledge technical features Product. Typically, the company's specialists know better, and this knowledge is not so easy and quickly conveyed to those skilled in other organizations.

4. Objectivity. Specialist organizations are usually more objective in their estimates.

5. Availability of special equipment: computers and special programs for them, testing equipment. Such equipment, as a rule, has specialized organizations in a more full volume.

6. Privacy is better maintained when conducting marketing research by employees of the company. Sometimes companies one part of marketing research is carried out by their own employees, and the other - with the help of specialized marketing organizations.

Marketing research scheme

To understand customers of the company, its competitors, dealers, etc., not to do any marketing research without market research. The managing on the brand goods in a large company type "Proctor & Gamble" annually orders three to four such studies. Marketing managers in firmeal firms - do it less often. An increasing number of non-commercial organizations discover that they also need marketing research. The hospital wants to know whether the persons living in the zone of her service are positively configured. College tries to find out what image he has in the eyes of school consultants on vocational guidance. Political organization wishes to establish that voters think about her candidates.

Managing, resorting to marketing research, should be well known to their specificity to be able to get the necessary information at an affordable price. Otherwise, they may allow collecting unnecessary information or the necessary information, but with exorbitantly high costs or incorrectly interpret the results obtained. The managers can attract highly qualified researchers, because in their own interests, receive information that allows you to make the right decisions. It is just as important that the managers know quite well to have a marketing research technology and could easily participate in its planning and subsequent interpretation of the information received. This section describes the five main stages of marketing research (see Fig. 2). We will illustrate them on the example.

Fig.2. Marketing research scheme

2.2 Methods for conducting marketing research

So, the methods of marketing studies are primarily divided into methods for collecting primary and methods for collecting secondary data.

Secondary data - Information collected ever for any objectives that are not related to the current task. In other words, secondary information is the data that has already been collected (by someone else) to solve other tasks, but which can be partially used and to resolve the problems that stand in front of you.

The main advantages of secondary information - it is cheap, and access to it can be obtained relatively easy and fast.

The main disadvantages are related to the fact that secondary information was collected to solve another problem. Accordingly, it will most likely be

a) outdated

b) incomplete,

c) not to have a direct relation to the problem being solved,

d) unreliable (especially this applies to Russian sources of secondary information, in which the meaning of the same parameter in different sources There are almost an order of magnitude).

Let us turn to the methods of collecting secondary information. In order to get an overview of the secondary information, it is necessary:

· Determine the possible sources of information you need. This information may be contained in internal and external sources. Internal sources of information include internal reports of your company, conversations with employees, sales reports, accounting and financial reports, complaints and consumer suggestions, etc. External sources of information are funds mass mediamanufactured by various bulletin organizations, publishing research and consulting firms, statistical collections; The mass of valuable information is on the Internet - thematic and industry sites, the websites of competing companies.

· Examine all selected sources of information, analyze their content and select the information you need.

· Prepare a final report

Primary data - Information collected by the researcher specifically to solve a specific problem. Most often under the conduct of marketing research, it is collecting primary information. Methods for collecting primary data, in turn, are divided into methods for collecting high-quality data, methods for collecting quantitative data and so-called MIX-techniques.

Qualitative research Responsible to questions "How" and "Why". This type of research allows you to get very detailed data on behavior, opinions, views, relations of a very small group of persons. The data obtained cannot be quantified (with rare exceptions), but give a good idea of \u200b\u200bthe image of consumer thoughts. Qualitative studies are indispensable in the development of new products, advertising campaigns, studying the image of firms, trademarks and solving other similar problems.

The main methods of high-quality research: focus groups, depth interviews, analysis of the protocol.

Quantitative research answers questions "Who" and "how much".

This type of research, in contrast to high quality, allows to obtain pronounced quantitative information on a limited circle of problems, but from big number People, which makes it possible to process it with statistical methods and distribute results on all consumers. Quantitative studies help assess the level of firm or brand, identify the main groups of consumers, market volumes, etc.

The main methods of quantitative research are different kinds Polls and audit retail Retail Audit).

The retail audit includes an analysis of the range, prices, distribution, promotional materials in retail points according to the product group studied.

Interview It implies the explanation of the respondent's opinion on a certain circle of issues included in the questionnaire by personal or mediated interviewer contact with the respondent.

Survey technology.

Analysis of the results of the retail audit gives the most complete and adequate characteristics of both the state and movement of the market as a whole and trends in its individual positions - the structural and geographical segments of the market, trademarks, etc. Research on the Retail Audit method includes the development of a questionnaire , the formation of sampling of outlets, the preparation of interviewers, directly the study itself and subsequent processing and analysis of data.

Mix-techniques - mixed research methods, quite successfully combining the advantages of high-quality and quantitative methods.

Main types Mix-techniques: Hall tests, Home tests and Mystery Shopping.

Hall-Test - Research method, during which a rather large group of people (up to 100-400 people) is testing in a special room certain goods and / or its elements (packaging, commercial, etc.), and then answers questions (fills out the questionnaire) concerning this product.

Technology Hall-Test.

For a Hall-test, representatives of potential consumers are invited to a special premises ("Hall"), equipped to tasting goods and / or watching advertising, where they are given the opportunity to test this product (or see the commercial) and then explain the reason for choosing one or another brand Products or tell about the reaction to advertising. Allocate the following types of testing: m

Home-test. - The study method, during which a group of consumers tests a specific product at home (using it for a purpose), filling with a special questionnaire.

The home-test is largely similar to a Hall test, but is used if it is necessary to prolonged product testing (within a few days).

Technology Home-Test.

Respondents belonging to the target group propose to test at home any product or several products (usually these are frequent or everyday products). As a rule, the packaging of the goods does not contain the names of the brand and the instructions on the manufacturer.

After a few days of using this product, the respondent answers the questionnaire questions, which defines the attitude of the respondent to this product (sometimes compared to other products).

Mystery Shopping. - Method of marketing research, involving the assessment of the quality of service with the help of specialists acting in the role of fake buyers (customers, customers, etc.).

Mystery Shopping technology.

Evaluation of the quality of service is made on the basis of previously developed criteria, by personal visiting or by telephone.

Mystery Shopping Plan. First of all is being developed detailed plan - What elements of personnel work should be assessed by which criteria to pay special attention to (if the organization has a customer service standard, then it can be based on it). Then, based on this plan, the questionnaire is developed and the researchers are instructed.

Holding Mystery Shopping. Specially prepared people fully relevant to the characteristics of the target consumer on this market, attend the studied points (shops, service centres, company offices) under the guise of customers and in the process of communicating with staff, it is evaluated by its work on the approved questionnaire. In addition to the personal visit, it is possible to assess via a phone call, or communication via the Internet.

Using results. According to the results of the study, the main staff errors are recorded, and a program is being developed for their correction (special training is carried out, instructions are adjusted, etc.).

2.3. Description of the selected marketing research method

Personal interview (Face-to-Face)

Poll in the form of a personal conversation between the interviewer and the respondent. Personal interview is indispensable in the case when the respondent during the survey must be given a significant amount visual information.

Personal interviews vary:

1. By type of respondents:

· Interview with physical and legal entities,

· Experts;

2. At the place of the following:

· Houses, in the office,

· In the sales places of goods.

Technology conducting a personal interview.

Personal interview includes several stages:

¨ Development and replication of questionnaires;

¨ Sampling Formation: The sample can be representative (fully appropriate in its characteristics of the general population, but less in size) or target (when only people corresponding to certain criteria are interviewed;

¨ Preparation of interviewers;

¨ Field Study and Quality Control: The respondent survey is directly related to a personal conversation, in the absence of unauthorized persons who do not participate in the survey. If necessary, the respondents are presented drawings, photos of goods. Respondent's answers lies in the interviewer questionnaire;

¨ Processing questionnaires, constructing diagrams, tables and distributions: data obtained from respondents are subject to statistical processing and analysis;

¨ Analytical description of the results of the interview: According to the results of the survey, the customer is provided with a report containing graphs and tables with responses distribution different groups consumers for research questionnaire questions, as well as the main conclusions.

Personal interview is a reliable method of studying consumer preferences. It is indispensable in the case when the respondent is necessary for the respondent of a significant amount of visual information. Personal interview is most often used for:

· Exploring consumers (portrait definition and description of consumer behavior, studying consumer relations to goods, trademarks, manufacturers, consumer segmentation and selection of the target market);

· Market study (determination of the volume and share of the market, its characteristics and development trends);

· Development of a marketing complex (search for unoccupied niche and development of a new product, an assessment of the compliance of the existing product to the market requirements, determining the optimal price, testing of promotional materials, the study of communication channels, an assessment of the efficiency of an advertising campaign, study of distribution channels).

Advantages and disadvantages

The main disadvantages of personal survey:

High price;

There is an influence of an interviewer on respondents;

A large team of qualified interviewers is required;

It is quite difficult to ensure the proper level of control over the operation of interviewers.

The main advantages of personal survey:

It is possible to demonstrate the product, advertising module, logo and other visual materials;

Relatively easy to keep the attention of the respondent for a long time - it is possible to carry out a rather long interview;

There is an opportunity to listen to live speech and comments of the respondent;

A slight number of failures from the respondents;

It is easy to ask complex questions, as the interviewer may additionally clarify the respondent incomprehensible question.

As a method for collecting primary information in consumers is used

ankrug survey, which was used for marketing research in this course work. The questionnaire reflects all factors affecting demand, and together with this it is supposed to arbitrary inclusion of additional factors by respondents. Questionnaires may include all types of questions with answers from the scales of estimates to questions involving a free answer.

3. Application of marketing research in practice on the example of the demand for washing powder

3.1 Features of the product under consideration

Good detergents are the key to cleanliness, and therefore the success of washing. They should always have a pleasant smell and make things absolutely clean. Detergents, as a rule, meet these requirements, but in case of non-accurate use, they can cause excessive costs.

Universal powders you can wash products from any tissues in activator type machines and manually. They remove the so-called common pollution - dust, sweat and dirt, while their consumption is less than when washing with powders of other types. In their name there is a word "wagon".

Powders with additives - more active: With their help you can get rid of spots of sauces, coffee, tea, fruit, fat. In their name there is the word "bio".

Powders with bleach and low surface surfactants also remove general contaminants, though, somewhat worse than universal, but also bleach. They can be erased by products from any fabrics, but only those that really need bleaching. Bright clothes from tightness or cotton Such a test is contraindicated. These powders are suitable for washing machines of any type, on their packaging it is usually indicated: "Automatic". The powder consumption is slightly larger than when washing the Universal.

Powders for washing in cold water Required for products from synthetic and thin tissues. When washing in an automatic machine with such a powder, water heating will not be required, and this will save electricity. The packaging usually states that the temperature of the water should not exceed 60 degrees.

Bioduds are enzymes identical to natural. They came to replace lemon juice, vinegar and salt, which inventive hostesses were dismissed "non-exverse" stains. Enzymes, selectively acting on various types of pollution, split substances that make up their foundation, and help remove stains from food and beverages. Bioduds act at a temperature of up to 60 degrees, in hotter water they decompose.

Powders with biodevices you can erase any fabrics, except natural silk and wool, as well as other delicate tissues from natural fiberSince enzymes included in such washing powders split spots of dirt of protein origin and gradually destroy the fibers of any natural fabric. The same happens during boiling.

Some washing powders advertise as "two in one" and even "three water". For example, the "myth" allegedly ideal for washing underwear, washing dishes and cleaning tiled coatings. Of course, for washing a gentle terry towel and cleaning the baths, absolutely different substances are needed. It is possible that they are part of the new powers of a versatile action, but in fact, manufacturers should be taken with caution: if the powder perfectly cleans the tile, then the elegant fine tissue shirt can turn into a rag for wiping dust.

Individual manufacturers of washing machines recommend the use of only a specific powder. So, Bosh-Siemens advises to use Ariel in their machines. Perhaps this powder is really better than others suitable for washing machines of this brand. But, most likely, such statements are part of the joint marketing campaign to promote a particular washing powder in the market, and a cheaper powder may not be less worthy of "cleanurable".

In our market there are not too many manufacturers of washing powders. A variety of assortment is created mainly due to the fact that enterprises produce several stamps of washing powders. No means, ideal for any wash. Therefore, it is necessary to purchase different washing agents: the more the choice - that laundry is cleaner and serves you longer.

3.2 Justification of the selected method of research and technology for collecting information

For marketing research in the course work was used quantitative method Information collection, namely personal interview using the questionnaire. This method MI allows you to present a significant amount of visual information to the respondent during the survey. The survey allows you to identify the preferences system to which the target market of consumers are focused when choosing certain goods, buying products of various firms.

For the course work was used method of mass survey, because In a mass survey, the main source of information is the various categories of the population, professional activity which are not related to the subject analysis. When solving the problem of choosing a nomenclature to perspective, first of all, it is necessary to take into account the interests of different categories of consumers of washing powders. At the same time, each category (segment) of consumers puts forward its specific requirements for the characteristics of the washing powder.

A high level of standardization due to the fact that all respondents are asked the same questions with the same options for answers to them.

Ease of implementation lies in the fact that respondents are not necessary to visit, transferring them to them.

The possibility of holding a deep analysis is to formulate consistent refining issues. For example, working mothers ask how important the school's location was taking into account when choosing them for their children. Next is the question as to how many schools were considered as possible options. Then questions are given regarding the kind of classes, features of the work, income, family size.

The possibility of tabulation and statistical analysis is to use methods of mathematical statistics and the corresponding packages applied software For personal computers.

Analysis of the results obtained in relation to specific market segments. This is due to the opportunity to divide the overall sample on separate subsections in accordance with demographic and other criteria.

After conducting a survey, you can get quite a detailed information about what the consumer wants to see, as well as about its preferences, wishes. However, when analyzing preferences and wishes of consumers, manufacturers should also be taken into account. Therefore, the real characteristics of the car may not coincide with the requests of consumers.

3.3 Marketing Research

To carry out a marketing research in the course work, a quantitative method of collecting information was used, namely personal interview using the questionnaire. For MI, a questionnaire was developed, consisting of 9 product issues (7 closed, 1 half-closed and 1 open issues), as well as questions of the passport - 5 questions about age, field, marital status, social status and income level. The survey for Mi was carried out with a personal conversation in the SMS sales (synthetic detergents), namely in the hyperstum trading hall. Circulation questionnaires made up 30 copies.

Questioning for the course work was carried out in individual form. Individual questionnaire was carried out in full-time, at which the form was filled with an icon.

The survey covered 30 respondents, of which 37% of men and 63% of women. The distribution of respondents by age: 18-20 years -13.3%, 21-30 years - 36.7%, 31-40 years - 26.7%, 41-50 years - 10%, 51-60 years - 3.3 %, 61-70 years - 6.7%; According to social status: Students - 30%, engaged in physical labor - 40%, leaders - 6.7%, pensioners - 10%, unemployed - 6.7%, military personnel - 6.7%; Respondents who are married - 50%, respondents who are not married - 50%; (see Appendix 2)

The results of the analysis of primary sources of information obtained by the survey method allow you to create a "contour image" of the consumer. Thus, the target consumer of SMS is characterized by the following features:

Female;

Age 19 -68 years;

Both are married and not consisting

Regardless of the kind of professional activity;

Middle income.

3.4 Determination of the capacity of the market

The capacity of the washing powder market in Russia is determined by the volume of the products of domestic and foreign production, which is in direct dependence on the factors of determining solvent demand of the population.

In Russia, 6 main manufacturers of washing powders of various purposes and assortment are currently registered:

Procter & Gamble (Ariel, Thade, Myth)

Henkel (Dani, Loss, Persil, Lask)

Benckiser (Distah, Lanz)

Cassons (Washing Powder E)

Stork (stork, aistyok, drops, yat)

Nevskaya Cosmetics (Sarma)

An important aspect of the development of the market of synthetic detergents of Russia is the fact that, despite complex macroeconomic processes, a sufficiently high demand for SMS of various assortment remains. It is known as a result financial crisis The standard of living has fallen more than the population.

According to the World Bank's assessment in 2000, Russia has become twice as many people compared to 1997 and about half of the inhabitants have incomes below the subsistence level. However, the sales volume of SMS not only did not decrease by analogy with the general retail turnover, but the opposite has increased (see Table 1).

Physical Sale Indices Sale Category Synthetic Detergents:

table 2

The data of this table indicate a significant price fluctuate within the same assortment group. This is due to the presence of a different level of quality from Premium to low-quality SMS in the shoe market of Russia.

During the study, the questionnaire was proposed 31 individuals. Of these, 30 people acted as respondents, since the rest themselves do not acquire washing powder. The number of residents of Yaroslavl is approximately 600 thousand people. Then the market capacity is:

Capacity of the market \u003d 600000 * 30/54

Capacity of the market \u003d 333333 people.

3.5 Analysis of the dynamics of demand and the construction of graphs of market indicators

Demand on SMS is due to consumer preferences, where there are no objective characteristics decisive, and the subjective perception of SMS properties is a consumer value consisting of a number of components.

Therefore, it is important to establish which criteria is evaluated and acquires the buyer washing powder with a combination of properties.

For this purpose, a survey was conducted in the form of survey. The survey showed that the significance of indicators affecting the choice and purchase of washing groups of various consumers by age, sex and social status varies.

30 respondents were asked to answer the question "How often do you buy a washing powder?" What 10% answered that they buy washing powder 1 sighted in 2 weeks, 43.3% of respondents buy 1 sow per month, 46.7% - 1 sow in 2 months . (See crisp.3)

Figure 3.

Now in the market of synthetic detergents, there is a large selection of not only brands, but packaging. Large and small: 450g., 900g., 1.3 kg., 1.5 kg., 1.8 kg., 2.4 kg., 3 kg., 4.5 kg., 6 kg., 9 kg ., 12 kg., - Buy as much as you carry out. And what is the optimal weight of the washing powder for respondents? What volume is the packaging of the washing powder acquire the buyer for 1 sow? 450g. The package is acquired by 43.3% of respondents, 1.5 kg. - 30%, 3 kg. - 13.3%, 6 kg - 3.3%, 9kg. - 10% (see cris. 4).

Figure 4.

For 46.7% of respondents, the price is greater than the design, packaging or brand fame. When for 6.7% of respondents, the design of the washing powder packaging is plays a crucial role, for 16.7% - packaging, and for 30% stamp fame. (See cris.5)

Figure 5.

53.3% of respondents prefer their lingerie with fragrances of meadows, spring flowers, lemon, mint, etc. 47.7% of respondents prefer to "give" their laundry softness with air conditioning. (See cris.6)

Figure 6.

A great influence when buying on respondents has advertising on television and radio, press advertising (23.3% of respondents). It should be noted that the level of confidence in information obtained from direct communication (familiar, colleagues) sometimes exceeds the level of use of advertising sources of information. This suggests that these communication channels have a very large reserve and are of particular interest due to a high level of confidence in them, but in this case only 20% of respondents listen to the opinions of friends and acquaintances. Most people surveyed during this study trust their personal experience (56.7%) (see Fig. 7).

Figure 7.

On the question of the questionnaire about preferred places in the purchase of washing powder, respondents answered the following: 70% - prefer to buy SMS in self-service stores, 13.3% - in the market, 13.3% - in minimaries, 3.3% - in stalls (see rice .eight).

Figure 8.

To the question "What brand of powder do you buy most often?" Respondents answered: Tide - 10%, Ariel - 13.3%, LOSK - 13.3%, Myth - 33%, Persil - 13.3%, TIX - 0%, Denis - 6.7%, Domal - 3, 3%, DREFT - 3.3% (see Fig. 9).

Figure 9.

3.6 Determination of the accuracy of the results

When adopting a normal distribution law, the standard deviation is determined as follows:

where P is the percentage of a population that has a sign, subject to measurement, i.e. The percentage of people buying washing powder;

n - sampling volume.

% population is 56%, the size of the sample is 30.

s. =

s. =

s. = 9,0626

s.< 10, что говорит о high precision Research.

3.7 Proposals for increasing demand for products

The washing powder is an integral part of the existence of a modern person, so the demand for it will always be.

Conclusion

The buyer has become more referring to the ratio of price and quality. True, the idea of \u200b\u200bthis ratio, he draws mainly from television advertising offering not always the highest quality and certainly not the cheapest product. A splash of sales of a particular brand is usually associated with the next advertising roller of the company.

In general, the sale in 2007 was concentrated in an average price segment for a 450-gram pack (Tide, Losk, myth and "dough"). SuperDorgo powders with various additives, as well as cheap, do not have a special perspective. Here, only Ariel and Persil can be resist. True, in the middle segment there is a bundle.

It is for the buyer with a middle sufficiency and unfolds today the main struggle.

To increase the demand for synthetic detergents, it is necessary:

Conduct annual studies of customer needs;

Conduct more promotions. (Powder + gift);

Lowering prices for washing powders.

Thus, this study made it possible to determine the physical, value characteristics that the consumer needed when choosing a washing powder.

Bibliography

1. Aristarkhova N. Marketing market of consumption items // Marketing, No. 6, 2000, p. 24-30

2. Belyaevsky IK Marketing research: information, analysis, forecast: Tutorial. - M.: Finance and Statistics, 2001. - 320 p.

3. Berezin I.S. Marketing and market research. M.: Russian business literature, 1999.-416 p.

4. Golubkov E. P. Marketing research: Theory, Methodology and Practice: - M.: Publishing House "Finpress", 2003. - 496 p.

5. Coter Filipp. Marketing basics: Per with English. - ed. Progress. - M., 1991

6. Krylova GD, Sokolova M.I. Marketing. Theory and 86 situations: Tutorial for universities. - M.: Uniti - Dana, 1999.-519 p.

7. Nasresh Malhotra. Marketing research I. effective analysis statistical data. - K.: LLC "TID" DS ", 2002. - 768 p.

8. FIS, 01/16/2003, April 28, 2007 Foam of days. Rainbow Hallucinations of household chemical manufacturers

9. Kdocornov A.G. Market Academy: Marketing. Per. With Fr. A. Daian, F. Bucker, R. Lankar. - M.: Economics, 1993.-572 p.

10. Churchill G. A. Marketing research. - St. Petersburg: Publisher "Peter", 2000. - 752 p. Discussion and comments

Attachment 1

Sphere and type of research	Percentage of research firms
Advertising
Research of consumer motivations	48
Study of advertising texts	49
Study of the funds of advertising	61
Study of the effectiveness of advertisements	67
Commercial activities and its economic analysis
Short-term forecasting	85
Long-term forecasting	82
Study of business trends	86
Study of price policy	81
Study of the principles of the location of enterprises and warehouses	71
Study of the commodity nomenclature	51
Study of international markets	51
Guidelines informing system	72
Responsibility firm
Studying consumer informing problems	26
Environmental Impact Study	33
Study of legislative restrictions on advertising and stimulating
Study of social values \u200b\u200band social policy problems
Development of goods
Studying reactions to a new product and its potential	84
Study of goods of competitors	85
Testing of goods	75
Studying packaging problems	60
Sales and markets
Measures of potential market capacity	93
Analysis of the distribution of market share between firms	92
Study of market characteristics	93
Sales Analysis	89
Determination of quotas and sales territories	75
Study of distribution channels	69
Trial marketing	54
Study of sales strategies	52

Appendix 2.

Check the box opposite the answer option that suits you or specify your own.

1. Are you a washing powder?

2. How often do you buy washing powder?

3. What volume is the washing powder usually buy?

4. What additives washing powder do you buy?

5. What brand of powder do you buy most often?

6. What is important for you when choosing a washing powder?

7. Where do you most often get washing powder?

8. What are you guided by buying a washing powder?

9. How much do you spend on washing powders a month?

10. Your wishes to manufacturers of washing powders

_________________________________________________________________________________________________________________________________________________________________________________________________________

Your gender ____________________

Your age ______________ years

Family status_________

Social status ___________

Income level ______________

Introduction

The study of the market demand is now becoming a primary task in the functioning of the enterprise. Constant tracking of demand and ability to instantly respond to the slightest changes (that is, production flexibility) - all this predetermines survival and successful work Enterprises.

Marketing research is a systematic collection and an objective entry, classification, analysis and presentation of data related to behavior, needs, relations, opinions, motivations, etc. individuals, enterprises, government agencies in the context of their business, economic, public, everyday Activities.

Marketing research is designed to assist in determining the potential of the market (market size, development trends, market growth), customer analysis (their needs and requests, unresolved tasks, unfilled niches), assess the competitive situation in the market (identification of major competitors, their market share, Strategies, advantages and disadvantages compared to your company).

The purpose of this course work was a marketing research of demand for long-term goods in the conditions approximate to perfect competitionWhat corresponds to the conditions of the big city market - a large number of independent sellers and a large number of buyers.

The subject of the study of the course work was the demand of the population on domestic durable goods (refrigerators) in different price categories.

The object of study of the course work was to study the demand for refrigerators in Dnepropetrovsk.

The results obtained can be used when operating a network of home appliance stores.

Theoretical Basics of Marketing Research Research

Entity and methods of marketing research

The term "marketing" (marketing) comes from the English word "market" (market) and means the process of promoting the market, market activities [4].

In a broad sense, marketing, according to American scientists, is "foresight, management and meeting demand for goods, services, organizations, people, territories and ideas by exchange." In other words, marketing is not limited business activitiesand may apply to the functioning of non-profit organizations (societies, parties, charitable foundations), ideas, services, individuals (for example, politicians, famous artists or athletes) and even regions (let's say rich in reserves natural resources or recreational zones) [1], [7].

The enlarged classification of marketing research methods is shown in Fig. 1.1.

Methods for marketing studies are primarily divided into methods for collecting primary and methods for collecting secondary data.

Primary data - information collected by the researcher specifically to solve a specific problem.

Most often under the conduct of marketing research, it is collecting primary information. Methods for collecting primary data, in turn, are divided into methods for collecting high-quality data, methods for collecting quantitative data and so-called MIX-techniques.

Secondary data - information collected ever for any objectives that are not related to the current task.

Fig.1.1.

Qualitative research is responsible for questions "How" and "Why". This type of research allows you to get very detailed data on behavior, opinions, views, relations of a very small group of persons. The data obtained cannot be quantified (with rare exceptions), but give a good idea of \u200b\u200bthe image of consumer thoughts.

Qualitative studies are indispensable in the development of new goods, advertising campaigns, studying the image of firms, trademarks and solving other similar problems.

The main methods of high-quality research: focus groups, depth interviews, analysis of the protocol.

The focus group is a group interview conducted by the moderator in the form of a group discussion on a predetermined scenario with a small group of "typical" representatives of the part of the population similar to the main social characteristics.

The deep interview is a low-resistant personal interviewer's conversation with the respondent in the form that encourages the latter to detailed answers to the questions asked.

The analysis of the protocol is to premise the respondent in the situation of making a decision on the purchase, in the course of which it should describe in detail all the factors that he was guided by making this decision.

Quantitative research answers questions "Who" and "how much". This type of research, in contrast to high-quality, allows to obtain pronounced quantitative information on a limited circle of problems, but from a large number of people, which allows you to process it with statistical methods and distribute results on all consumers. Quantitative studies help assess the level of firm or brand, identify the main groups of consumers, market volumes, etc.

The main methods of quantitative research are different types of polls and retail audit (Retail Audit):

The survey involves finding out the opinion of the respondent on a certain circle of issues included in the questionnaire by personal or mediated interviewer contact with the respondent.

The retail audit includes an analysis of the range, prices, distribution, promotional materials in retail points according to the product group studied.

Mix-techniques - mixed research methods, quite successfully combining the advantages of high-quality and quantitative methods.

Main types Mix-techniques: Hall tests, HOME tests and Mystery Shopping:

Hall-Test - Research Method, during which a rather large group of people (up to 100-400 people) in a special room tests a specific product and / or its elements (packaging, commercial, etc.), and then answers questions (Fills the questionnaire) concerning this product.

Home-test - similar to a Hall test, with the only difference that the test of goods is at home (at home at the respondent). This method is used, if necessary, long-term testing of goods.

Mystery Shopping is a research method that assumes an assessment of the level of service with the help of specialists acting in the role of fake buyers (customers, customers, etc.).

Cabinet research is a collection and analysis of secondary information. Sources of information are: publications, media, Internet, intra-report documents, competitor reports, statistical data, government publications, legislation, etc. To conduct a study, a selection of material is carried out (photocopies, printing are applied to the study) for the problem of interest. The assembled material is systematized and analyzed. The results seem visually in the form of diagrams, schemes, tables, etc., and are accompanied by conclusions and recommendations.

Research the market, firm finds out own opportunities work on it. It is elected the direction of marketing efforts, which can achieve a competitive advantage, taking into account its goals and resources available, that is, the target market (market segment).

After research and analytical work is formed marketing strategies and firm's activities for target markets [8].

1) needs, buyers whose conquest is the main goal of marketing;

2) variables, managed and controlled by the company: a commodity range; place and time of implementation; Price I. price policy; sales network; advertising; sales promotion;

3) Environment, that is, non-intransfied factors - politics, law, cultural and sociological environment, competitors, institutional system.

At the same time, controlled marketing variables (second level) are closely related to the environment (third level) and should be in it in a sustainable equilibrium. Only in this case, the marketing actions of the company provide high competitiveness of products, the achievement of success in consumers, the maximum satisfaction of their needs, as well as obtaining targeted profit itself. Invalid orientation in environment Leads to defeat in marketing.

In a narrower value under the marketing complex (marketing-mix), basic marketing tools are understood. E. J. McCarthy describes them using the "4 P" S concept. Abbreviation decrypts as Product, Plate, Promotion and implies [12].:

The product is as such, that is, a set of products and services with certain properties features of the creation of m packaging, which the firm offers the target market (Product);

The price of the product, that is, the sum of consumers who must pay for the product (price);

Product implementation, actually market (place);

Promotion, that is, the activities of the company to inform buyers about the merits of their goods and their conviction in the need to buy this product (Promotion);

The first two p (product and price), as we see, belong to the product, the other two (place and Promotion) - to the distribution system.

The concept of "4 P" S "received the support of many marketing scientists, so F. Kotler [7]. The marketing complex (marketing-mix) understands the set of control of variable marketing factors, whose combination of which firm uses in the desire to cause the desired response to the desired response Parties to the target market. He considers the main elements of the marketing complex: goods, price, distribution methods (distribution) and product promotion.

Marketing research is required if the manufacturer of goods wants to navigate on the markets on which it can realize its products, and factors affecting these markets. In other words, manufacturers and, above all, marketing services of many enterprises are interested in market sales market.

The sales market of a separate product can be divided into several parts: consumers who do not know about the product (sleep segment); They know about the product, but do not acquire it; acquire products of competitors; Acquire our products (specific enterprise).

Fig.1.2. Consumer structure

The main objective of the study of the commodity market conjuncture is to establish to what extent industry and trade affects the state of the market, on its development in the near future and what measures should be taken to fully meet the demand of the public on goods, more rationally use the opportunities available at the manufacturing enterprise. The results of the study of the conjuncture are designed to take operational solutions to manage the production and sale of goods.

The prognosis of the ratio of commercial offer and market needs in products is the analysis of the market capacity.

There are potential, minimal and real capacity (Fig. 1.3). The potential market capacity (market potential) is the upper limit to which the market demand and sales volumes are striving for the marketing expenses of all firms operating in this market [12].

Fig. 1.3. Market demand and capacity of the market as a function of marketing costs

The minimum market capacity (market minimum) is the minimum of goods that can be implemented in this market with the complete absence of any costs of firms to stimulate customer demand. The real capacity of the market is the market demand that corresponds to the magnitude of actually made marketing expenses. After reaching the point of commencement of the potential of the market capacity, further marketing extensions on comes expected efficiency.

He is aimed at identifying the features of representatives of the target audience of some commercial offer. The study of this type may have a lot in common with marketing analysis Or differ from it. It depends on whether the marketing processes already applied to it or predict the reaction of market representatives into the possible use of a marketing strategy to be predicted by the market.

The main tasks and methods of their solution

The main task of the study is to identify the characteristics of consumers. It should answer questions about what they want to acquire and what trust what is necessary for them, and without which they can do. Nowadays, the most important criterion has also become the solvency of representatives of those groups of the population that can become consumers.

In the course practical work First of all, the prices of goods that are fully or partially consistent with the Customer's Commodity Series are investigated. Different periods are analyzed, their characteristic features are detected. For example, the fact that people bought something at a certain price during the year may not have any meaning if the new round of the economic crisis led to the bankruptcy of a number of city-forming enterprises. Market representatives are certainly segmented. Groups are allocated, combined with general features - floor, age, alleged income, geolocation or relation to some risk group.

Most. complex process is to identify market trends. Exactly because of this reason market analysis Can use some marketing tools. They may become trial sales or sociological polls.

Stages of research

Specific methods of work are directly related to the initial purpose. In the event of a new business, they are focused on finding answers to basic questions.

• will it offer use sustainable demand;
• what price range is allowed;
• what business development strategy can be the most promising;
• what risks should be taken into account.

When searching for answers to these questions, it is necessary to understand that any at least how good goods or services will sooner or later find their consumer. The problem is which profitability will be from the company offering them to the population.

If the study is conducted for an existing business

Not always the need for market analysts occurs at the time of opening a new enterprise. Sometimes companies that work not the first year are also faced with situations related to the need to re-explore the peculiarities of their market. Most often it is caused by the fact that there were some obvious problems. They can be:

• the demand for the goods, which was below the forecast;
• the absence of certainty in the competitive position of the company;
• there is not enough clear understanding of the social portrait of its consumers;
• finding the cost reduction method.

In some cases, the market analysis can be included in the structure of anti-crisis measures. In any case, it's a difficult researchIt should be fully transparent to customers and completed the preparation of a package of proposals for the formation of the most effective business development strategy.