Tarazanova Svetlana,

CNSI of Plekhanov Russian University of Economics

THE ANALYSIS OF CONSUMER PREFERENCES IN THE MARKET OF CHIPS IN THE CITY OF OMSK

Currently snack products take an important place in the human diet. Recent estimates of the market snack products showed the growth and development of this segment, as evidenced by the emergence of new brands, flavors, variety of forms and expansion of the range. Demand for this product sufficiently developed over time will only increase.

A special place in the market of snack products occupies potato and corn chips. To identify consumer preferences in the market was carried out market research, which was conducted in several stages:

- Pre-selection of market segments;

- Development of a questionnaire (form);

- Conducting the survey;

- Evaluation and interpretation of results.

Inquiry schedule was designed after separation of the main segments and their grouping: an appeal to the respondent; explanation of purpose of the survey; working area; a number of personal questions.

«Closed» and «open» types of questions were used. Inquiry schedule for consumers includes the following sections: the frequency of consumption of potato chips, product range, attractiveness and estimation of consumer properties, related to packaging.

The survey was conducted on the basis of full-time filling in forms target group representatives. The survey involved 30 people of different social status. Among respondents identified four age groups: under 18 years old (13%), 18-22 years (53%); 23-30 years (24%); older than 30 years (10%).

The survey involved 10 men (33%) and 20 women (67%), while 10 of them were married and 20 - single.

To the question "How often do you buy chips?" 7% of respondents said that buying chips every day, 43% of respondents buy chips once a week, 23% gain this kind of snack products once a month, and 27% - less than one once a month.

Based on the results of answers to the third question - "For whom you get the chips?", We can conclude that 60% of respondents most often gets chips for themselves, 20% - for friends and for children - 20% of respondents.

The majority of respondents (36%) prefer to buy chips at the supermarket, 27% - in the hypermarket, 30% - in stores and 7% answered "other".

The most well-known brands of chips are «Lays», «Estrella», «Pringles», «Cheetos», with the greatest preference for buyers give «Lay's» potato chips, which is caused by the advertising company chip «Lay's» and traditions as well as potato chips this trademark appeared earlier than others to Russian market, also interviewed prefer «Pringles» potato chips.

To the question "What chips you buy?" 7% of respondents said that buying chips made from whole potatoes, 10% of respondents buy corn chips, and 56% - potato, 27% buying and potato and corn chips.

Preferences of the respondents in terms of flavor chips as follows: "Green Onions" - 31%; "Sour" - 21%; "Cheese" - 17%; 14% - "Mushrooms"; 17% of respondents choosing chips with other flavors.

Respondents first of all pay attention to taste during the purchase, since 16 of the 30 people identified this option as the most important for them. In second place goes to price of chips - 15 respondents. This is followed by packing chips (the third place it put 11 people out of 30). The fourth most important criterion is the brand of potato chips - 15 respondents. And the last of the importance of the choice of chips is advertising - 17 people interviewed are paying the least attention to it.

Half of the respondents (50%) responded that they get to know about specialty in the market chips from TV, 20% - of the magazines, and the remaining 30% will learn about updates in the field of sales of these products.

The question, "In what package you usually buy chips?" 87% of respondents said that buying chips in polymer packaging and 13% of respondents buy chips in a cardboard box.

Respondents in all age groups prefer to buy a pack average potato chips weighing 85 g (57%); 43% - a large stack, weighing 160 g .; none of the respondents noted as preferred for purchase a small package of chips (45g).

The majority of respondents buy chips foreign manufacturer 77%, and domestic - 23% of respondents.

To the question "Chips in what price range you buy?" 43% of respondents said that buying chips in the range 20-40 rubles, 50% of respondents buy chips in a price range of 40-80 rubles and 7% - 80-100 rubles.

33% of respondents pay attention to the composition of the chips and the.

Interview data to get a portrait of the average consumer of chips: the age of the consumer - 18-30 years; in the purchase and consumption of chips does not deny (1x per week); acquires chips predominantly in supermarkets, polymer packaging medium size (85g) as low rubles. Preference is given when purchasing chips foreign manufacturers, namely brand chips such as «Lay's» and «Pringles».