Directions and features of marketing researches of the industrial goods market. Coursework: Marketing research of the market of cosmetic products Analysis of the nature of competition and marketing

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Marketing research - systematic determination of the range of data required in connection with the marketing situation facing the company, their collection, analysis and reporting on the results.

A firm can order marketing research in several ways. A small firm may ask the students or faculty of a local college to design and conduct such a study, or it may hire a specialized organization to do this.

Many large companies have their own marketing research departments. In such a department there may be from one to several dozen employees. The marketing research manager usually reports to the vice president of marketing and serves as the head of research, administrator, consultant, and advocate for the firm. Among the employees of the department are the developers of research plans, statisticians, sociologists, psychologists, modeling specialists.

Marketing researchers are constantly expanding their field of activity. Here are 10 of the most common tasks they solve:

• 1) studying the characteristics of the market;
• 2) measurements of potential market opportunities;
• 3) analysis of the distribution of market shares between firms;
• 4) sales analysis;
• 5) study of business activity trends;
• 6) study of competitors' products;
• 7) short-term forecasting;
• 8) studying the reaction to a new product and its potential;
• 9) long-term forecasting;
• 10) study of price policy.

To understand the company's customers, its competitors, dealers, etc., no marketer can do without market research. Managers who resort to marketing research should be familiar enough with their specifics to be able to obtain the necessary information at an affordable price. Otherwise, they may allow unnecessary or necessary information to be collected at prohibitive cost, or they may misinterpret the results.

Managers can attract highly qualified researchers, as it is in their own interest to receive information that allows them to make the right decisions. It is equally important that managers know the technology of conducting marketing research well enough and can easily participate in its planning and subsequent interpretation of the information received.

The first step is for the marketing manager and the researcher to clearly define the problem and agree on the objectives of the research. Goals can be search , i.e., to provide for the collection of some preliminary data that shed light on the problem, and possibly help develop a hypothesis. They may also be descriptive , i.e., to provide a description of certain phenomena. There are also experimental goals, i.e., providing for testing a hypothesis about some kind of causal relationship.

At the second stage, it is necessary to determine the type of information of interest to the customer and the ways of its most effective collection. The researcher may collect secondary or primary data, or both.

secondary data - information that already exists somewhere, having been previously collected for other purposes.

Primary data - information collected for the first time for any particular purpose.

Collection of secondary data. Research usually begins with the collection of secondary data, which includes internal and external sources.

Internal sources of information:

• 1) company's profit and loss statements;
• 2) balance sheets;
• 3) sales figures;
• 4) reports of traveling salesmen;
• 5) reports on previous studies;
• 6) invoices;
• 7) accounting records of inventory items.

External sources of information:

• 1) publications of state institutions;
• 2) periodicals, books;
• 3) services of commercial organizations.

The secondary data serve as the starting point of the study. They compare favorably in that they are cheaper and more accessible. However, the information the researcher needs may simply not be available, or the existing data may be outdated, inaccurate, incomplete, or unreliable. In this case, the researcher will have to collect primary data at a much greater cost and time, which is likely to be both more relevant and more accurate.

Collection of primary data. Most marketing research involves the collection of primary data. There are three ways to collect primary data:

• 1) observation;
• 2) experiment;
• 3) survey.

Observation - one of the possible ways to collect primary data, when the researcher conducts direct observation.

Experiment is another way to collect data. Experimental studies require the selection of comparable groups of subjects, creating different environments for these groups, controlling variable components, and establishing the degree of significance of the observed differences. The purpose of such a study is to uncover causal relationships by screening out conflicting explanations for observational results.

With proper control, this method gives the most convincing data. Marketing managers can rely on the conclusions of an experiment to the extent that its design and execution rule out alternative assumptions by which the results could also be explained.

Survey stands somewhere halfway between observation and experiment. Observation is best for exploratory research, experiment for causation, while interviews are best for descriptive research.

Firms conduct surveys to obtain information about people's knowledge, beliefs and preferences, their degree of satisfaction, etc., as well as to measure the strength of their position in the eyes of the audience.

Research tools. When collecting primary data, marketing researchers have a choice of two main research tools, which are questionnaires and mechanical devices.

Questionnaire - the most common research tool in the collection of primary data. In a broad sense, a questionnaire is a series of questions to which the respondent must provide answers. The questionnaire is a very flexible tool in the sense that questions can be asked in many different ways. The questionnaire requires careful design, testing and elimination of identified shortcomings before its widespread use. In a carelessly prepared questionnaire, you can always find a number of errors.

During the development of the questionnaire, the marketing researcher carefully selects the questions to be asked, chooses the form of these questions, their wording and sequence.

The most common mistakes are asking questions that cannot be answered, that they will not want to answer, that do not require an answer, and the lack of questions that should definitely be answered. Each question should be tested for the contribution it makes to the achievement of the research results. Questions of mere idle interest should be omitted as they prolong the procedure and get on the interviewee's nerves.

The form of the question may affect the answer. Marketing researchers distinguish between two types of questions: closed and open questions. A closed question includes all possible answers, and the respondent simply chooses one of them.

An open question gives respondents the opportunity to answer in their own words. Open-ended questions come in a variety of forms. Open-ended questions often give more because respondents are unrelated in their answers. Open-ended questions are especially useful in the exploratory phase of research, when it is necessary to establish what people think without measuring how many of them think in one way or another. On the other hand, closed questions provide answers that are easier to interpret and tabulate.

The wording of the questions also requires care. The researcher should use simple, unambiguous words that do not affect the direction of the answer. Questions should be pre-tested before widespread use.

The sequencing of the questions also requires special attention. The first of these should, if possible, arouse the interest of the respondents.

Difficult or personal questions should be asked at the end of the interview, before the interviewees have time to withdraw into themselves. Questions should be asked in a logical sequence.

Questions that classify respondents into groups are asked last because they are more personal and less interesting to the respondents.

Although the questionnaire is the most common research tool, various types of information are used in marketing research. mechanical devices. Galvanometers are used to measure the intensity of a respondent's interest or feelings upon contact with a particular advertisement or image.

Drawing up a sampling plan. Sample A segment of the population that is recognized to represent the population as a whole. The marketing researcher must develop a sampling plan such that the selected population would meet the objectives of the study. To do this, three decisions must be made:

• 1) who to ask?
• 2) How many people should be interviewed?
• 3) How should sample members be selected?

Ways to connect with the audience. How to get in touch with the sample members? By phone, mail or personal interview.

Telephone interview - the best method of collecting information as soon as possible. During the interview, the interviewer has the opportunity to clarify questions that are incomprehensible to the interviewee. The two main disadvantages of telephone interviews are that only those who have a telephone can be interviewed, and the interview should be short and not too personal.

Questionnaire sent by mail may be the best means of contacting individuals who either will not agree to a face-to-face interview or may be influenced by the interviewer's influence on their responses. However, the mail questionnaire requires simple, well-defined questions, and the return rate and/or return rate of such questionnaires is usually low.

Personal interview - the most versatile of the three survey methods. The interviewer can not only ask more questions, but also supplement the results of the conversation with his personal observations. The face-to-face interview is the most expensive of the three methods and requires more careful administrative planning and control.

Personal interviews are of two types - individual and group.

Individual interviews involve visiting people at home or at work, or meeting them on the street. The interviewer must enlist their cooperation, and the conversation itself can last from a few minutes to several hours. In some cases, as compensation for the time spent, the interviewee is given a small amount of money or a small gift.

group interview consists in inviting 6 - 10 people for several hours to talk with a specially trained interviewer about a product, service, organization or some other marketing problem. The host must be highly qualified, objective, knowledge of the topic and industry, which will be discussed, and the ability to understand the specifics of the dynamics of group and consumer behavior.

Collection of information. Having developed a research project, it is necessary to collect information. This is usually the most expensive and most error-prone part of the research. When conducting surveys, four major problems arise at once. Some respondents may not be at home or at work, and the attempt to make contact with them will have to be repeated. Others may choose not to participate in the survey. Still others may respond biased or insincere. And finally, the host himself may be biased and insincere.

Analysis of the collected information. The next stage of marketing research is the extraction of the most important information and results from the totality of the data obtained. The researcher summarizes the data obtained in tables. Based on these tables, indicators such as frequency distribution, average levels and degree of scattering are derived or calculated. Then, in the hope of obtaining additional information, the researcher processes the obtained data using modern statistical techniques and decision-making models used in the marketing information analysis system.

Presentation of the results. The researcher should not overwhelm marketing managers with the number and sophistication of the statistical techniques he uses. It will only confuse the managers. It is necessary to present the main results that the company's management needs to make the main, urgent marketing decisions. Research is useful when it helps to reduce the uncertainty faced by marketers.

business environment polymer market research marketing industry

Federal State Educational Institution

higher professional education

"ASTRAKHAN STATE TECHNICAL UNIVERSITY"

COURSE WORK

in the discipline "Marketing"

"Marketing research of the market of cosmetic products"

Completed by: IDO student

Zakirova Z.D.

Scientific adviser:

Candidate of Economics, Assoc. Rostovtseva I.F.

Astrakhan - 2011

Introduction

1.1. Market research. Theoretical and methodological aspect. The concept of the market. Market environment…………………………….………...6

1.1.1 Classification of markets………………………………………………8

1.1.2 The essence of a comprehensive market research…………………..9

1.1.3 Market research - main stages………………………….14

1.2. Goals, objects and principles of marketing research……………15

1.3. Marketing research methods………………………………….19

1.4. Analysis of the nature of competition and marketing actions of competitors………………………………………………………………….25

1.5. Marketing Research Process………………………………….27

2. Marketing research of the market of imported cosmetic skin care products

2.1. Features of the market of cosmetic products…………………………..29

3. Research of the market of imported cosmetics for skin care in Astrakhan

3.1. The process of marketing research of imported CUs in Astrakhan ..32

conclusions

Conclusion

Annex 1

Annex 2

Introduction

The difficulties faced by enterprises in connection with the transition to the market are largely due to the fact that the management personnel of enterprises do not know the laws and the market, and the mechanism for studying it. Companies are faced with a phenomenon: their products are not in demand, and experts do not know how to "push" them to the market. After analyzing the internal and external conditions of the market, goods, consumers, competitors, the company will be able to improve its position, gain a foothold in the market, establish relationships with consumers, achieve certain goals: increase income, make a profit, increase sales and, accordingly, production. As a result, it will help to exist and act in the market conditions.

Studying the market as such is the first step towards understanding the external environment in which the enterprise intends to operate. An attempt to enter all markets with a product is at least inexpedient and wasteful. Therefore, analytical work should be carried out in order to select from potential markets, those that are most promising for the company and where commercial success can be achieved at the lowest cost.

Market research is the most common and necessary direction in marketing research. Without the data obtained in the course of research, it is impossible to systematically collect, analyze and compare the information necessary for making decisions related to market activity, market selection, determining the volume of sales, forecasting and planning market activities.

Market information is becoming increasingly necessary for the efficient conduct of commercial transactions. For this, both the company's own resources and the information and services of various agencies are used. This information is the basis of forecasts and sales planning - the main goal of the company's commercial activities.

Market research aims to highlight and measure the potential and character of the market, typically for a given product. This type of research gives the sales manager information on where it is most profitable to sell the product, and points to areas of the market that are not capacious enough for the product.

Market research is a source of information for making an effective management decision.

The purpose of this course work is to study the market for cosmetic products to develop a strategy and determine the activities of the enterprise. As practice shows, without market research it is impossible to systematically collect, analyze and compare the information necessary for making important decisions related to market activity, market selection, determining the volume of sales, forecasting and planning market activities.

The object of the study is the market of imported skin care cosmetics in the city of Astrakhan and in Russia.

The subject of the study includes identifying the motives, intentions of consumers, as well as their assessment of used and updated cosmetic products.

The main tasks set in this work:

1) definition of the object of marketing research;

2) determination of the market capacity and its individual segments;

3) a study of the behavior of buyers (attitude towards the company's product, purchase motives, methods of purchase, etc.);

4) research of marketing actions of competitors;

5) definition of stages and principles of marketing research;

6) research of regional markets and consumer preferences

7) study of the market of imported cosmetics for skin care in Astrakhan.

When conducting marketing research, two main groups of methods are used to collect information: methods of desk research and methods of extra-cabinet (or field) research (survey, observation, experiment, simulation), as well as combined methods.

The generalized results of the conducted marketing sociological research are of great practical interest for trade structures and manufacturers of cosmetics, and also make it possible to draw up a very clear portrait of the consumer of cosmetics and find out his consumer preferences.

1. Features of marketing research of the goods market

1.1. Market research. Theoretical and methodological aspect.

The concept of the market. Market environment

The most important condition for applying the commercial approach in modern conditions is the existence of a market. If there is no free market of sellers and buyers in a society, then no one is interested in studying the market demand. If buyers do not yet have a choice when buying goods, if quality and price are dictated exclusively by monopoly producers, then their desires and needs will not be taken into account by anyone.

There is no single specific market, however, the author believes that, in fact, they are identical.

Market - a set of existing and potential buyers of goods.

The market is not only a set of existing and potential consumers, but also a complex of interrelated elements - product supply, price and demand (Fig. 1).

The market exists when people meet directly or through their intermediaries in order to sell or buy goods and services. In a free market, the process of exchange, purchase and sale, determines who should produce which goods, as well as what and how to buy.

Thus, the author believes that the market can be defined as a combination of such components as: seller, buyer, product offer, in turn, the product has a price and demand, otherwise it does not matter to the buyer (Fig. 2)



Each of these elements characterizes one side of the market, together they describe its entire complex.

Approaching the concept of the market in more detail, it is possible to note these elements as follows:

the buyer (people, groups, organizations) with their needs;

Availability of sellers willing and able to sell;

Purchasing power (money)

Desires (to buy);

· Appropriate features (buy).

The following follows from this:

First, the importance of understanding the needs and wants of the buyer, as this leads directly to the act of buying;

Secondly, sellers must be able to produce goods needed by buyers and be able to sell them;

Third, the market can expand and contract depending on purchasing power.

Fourth, new markets can be created or existing ones expanded by increasing the ability to buy through wider distribution.

Fifth, markets can be enlarged by stimulating the desire to buy through promotion and advertising.

A product is anything that can satisfy a need, including physical items, services, ideas, and so on. There is nothing on earth, above and below it, that one person does not manage to sell to another.

Price is the amount of money charged for a specific product. The price can be expressed not only in existing paper and metal money, history confirms this, from the "ram" to electronic cards.

Demand is a need backed by purchasing power. This, according to the author, is a key element of the market, because the product is produced to satisfy it. Demand makes the goods and the price adjust to their fluctuations (an example of the "gold rush", the demand and purchasing power of miners were so great that a glass of salt was bought for a glass of gold dust). Demand, in turn, reflects such an important characteristic as market capacity. In this chapter, the author gives a brief description.

Market capacity is the volume of goods sold on it during a certain period of time, usually one year. Knowing this indicator, you can decide to enter it and, if so, with what volume of goods.

Markets and goods can be classified (see Appendix 2, Table 1.)

F. Kotler proposes to put four questions in order to attribute the market in question to one class or another:

What is bought on the market, i.e. purchase item?

Why buy, ie. target?

Who buys, i.e. the subject of the purchase?

How is it bought?

A. Hosking believes that these questions can be supplemented with two more:

What are the volumes of purchases?

Where is the purchase made?

Market research is the basis of an enterprise's activity in a market economy, an integral part of commercial activity.

V. Gusev offers the following scheme of market research (its elements) (Fig. 3).

The need for market research lies, first of all, in the fact that today it is necessary to take a marketing approach as a basis - to find out what product, with what consumer properties, at what price the consumer needs, including other regions, and only then start its production.



It is important to understand that integrated marketing comes to the fore today - "If you don't have a product, you don't have anything"; do nothing until you find out the need for your product.

Market analysis should answer the main question: will the company be able to successfully sell its products.

Market research is aimed at determining the place of the enterprise in the market, assessing the possibility of selling goods, and implementing a set of measures to promote goods on the market. The objects of research in this case are the factors indicated by the author above.

The main developments based on the results of market research:

market segmentation;

Identification of key success factors;

market forecasts;

market conditions;

· Determination of ways of conducting competition policy.

Market segmentation by itself does not maximize profits, the goal is to tailor the business to that segment, to develop a marketing mix that achieves the goal of the business. Key success factors are factors that determine the successful solution of sales problems in given specific market conditions, they are determined on the basis of studying the activities of competitors that occupy a leading position in the market. The task is to find a market niche, this issue may include pricing policy and improving the consumer properties of the product, after-sales service, etc. The assessment of sales opportunities for products is carried out using forecast models for the sale of goods, forecasting methods are widely used: trend analysis, market share assessment, various statistical methods, etc. The issues of developing a competitive policy are usually solved by modifying various indicators of competitiveness, which are based, as a rule, on price and non-price methods.

The consumer market is the market for goods and services purchased or rented by individuals or groups of individuals for personal (non-commercial) consumption.

The business market is divided into three types:

the market for industrial goods or the manufacturing market;

the intermediate sellers market;

market for government agencies.

The consumer market can be classified according to the characteristics of the buyer, where different criteria are allowed (Figure 4).

Classification by type of goods is carried out depending on the type and purpose of the goods, for example, markets for food products, clothing, medicines, furniture; everyday goods / luxury goods, perishable goods / durable goods, etc.



Consumer goods, pre-selection, prestigious and custom-made goods.

In order to determine the appropriate category for a given product or market for a product, three factors must be considered:

the level of knowledge of the buyer about the product before making a purchase;

Buyer's preferences for a particular product, brand, variety;

The buyer's commitment to a particular product, brand, variety.

Products are compared by price, as well as the time and effort that had to be spent on finding it. These three factors differ significantly from each other depending on the category of the market.

The behavior of the buyer in the consumer market and in the enterprise market (see Appendix 2, table. 2) can be compared as follows (Fig. 5):



The classification of markets by type of goods can be continued according to their physical properties.

Perishable goods / durable goods, in this case, the physical properties of the goods determine its life cycle.

Perishable goods such as meat, vegetables, vaccines, etc. require rapid distribution, significant costs for packaging, storage, etc.

Luxury/essential items.

This way of classifying the relationship of a product to the consumer market, there are several features in this matter. Social assessments are changing, what is a luxury today may be a necessity tomorrow.

Sales terms: special distribution, advertising, price.

Examples: audio video household appliances, computers, etc.

The market environment in which commercial activity is carried out is divided, according to the author, into five parts (Figure 6).

Controllable factors are decisions made by the company's management and implemented in matters of commerce - by commercial services.

Uncontrollable factors affecting the success of the company are necessary in making decisions. The degree of success or failure of the company - assumptions about the ability to sell the product and the impact of uncontrollable factors.



Feedback is a necessary condition for the development of a commercial program and a company development program.

Adaptation - changes made by the firm (structure, product, product promotion and distribution, price) to adapt and influence uncontrollable factors.

1.1.3 Market research - main steps

Market analysis is an analysis of the real demand for goods and services offered by the firm or its competitors. This provision stems from the author's approach to the concept of a commodity market, which is a system of economic relations:

Firstly, between producers and consumers of this product, and

Secondly, within groups of producers and consumers.

The main form of the first type is the purchase and sale, the second - competition. The success of the company in the competitive struggle, its position in the market and the time during which it asserts its position depends on how carefully the level, nature and structure of demand are studied. The magnitude of demand determines the need for elements of fixed capital, the volume of material, energy, labor resources.

So, for example, for a store located in the area, in order to determine the potential financial parameters of the market in terms of expected sales revenue, it is necessary to have information about potential indicators in order to determine potential demand, namely:

Number of apartments or houses in the area;

The average income of a family living in the area;

About income spent on certain goods at a certain time;

About the part of the amount spent, which can be used for the purchase of goods in this store.

Therefore, at the first stage of the study, a generalizing characteristic of the market is determined, first of all, the market capacity, the company's market share, etc. The author presents the main indicators in Table 3 (see Appendix 2).

The next stage of market analysis is to determine its structure. Structuring can be carried out according to various parameters: region of consumption, categories of consumers, distribution channels.

Market segmentation is at the heart of structuring.

Segmentation is a complex process; it itself consists of several stages:

Gathering information about the market;

The nature and characteristics of the market are established,

The number of goods and their market share is determined,

The frequency of purchases is investigated,

A hypothesis is being developed about the nature of consumption of goods,

The degree of change in consumer behavior is being investigated depending on the directions of advertising policy, price changes, etc.,

The motives of consumers and their environment are studied.

Market analysis - the final stage of marketing research of the market is testing a new product - testing it on a trial market.

1.2. Goals, objects and principles of marketing research

Without the collection of reliable information and its subsequent analysis, marketing will not be able to fully fulfill its mission, which is to meet the needs of customers. The collection of information, its interpretation, estimated and forecast calculations performed for marketing services and company management on their order are commonly called marketing research.

The market, competitors, consumers, prices, internal potential of the enterprise are subjected to research.

Market research- the most common direction in marketing research. The objects of market research are trends and market development processes, including analysis of changes in economic, scientific and technical, demographic, environmental, legislative and other factors. The structure and geography of the market, its capacity, sales dynamics, market barriers, the state of competition, the current situation, opportunities and risks are also being studied. Consumer Research allows you to identify and explore the whole range of motivating factors that guide consumers when choosing goods (income, social status, gender and age structure, education). Individual consumers, families, households, as well as consumer organizations act as objects. The subject of the study is the motivation of consumer behavior in the market and the factors that determine it. The structure of consumption, provision with goods, trends in consumer demand are being studied. In addition, the processes and conditions for satisfying the basic rights of consumers are analyzed. The purpose of such research is consumer segmentation, selection of target market segments.

The main task competitor research is to obtain the necessary data to ensure a competitive advantage in the market, as well as to find opportunities for cooperation and cooperation with potential competitors. For this purpose, the strengths and weaknesses of competitors are analyzed, their market share is studied, the reaction of consumers to competitors' marketing tools (product improvement, price changes, trademarks, behavior of advertising campaigns, service development). Along with this, the material, financial, labor potential of competitors, the organization of business management are being studied.

Studying the brand structure of the market is carried out in order to obtain information about possible intermediaries through which the company will be able to "present" in the selected markets. In addition to commercial, trade and other intermediaries, an enterprise must have a correct understanding of other “assistants” in its activities in the markets. These are freight forwarding, advertising, insurance, legal, financial, consulting and other companies and organizations that together create the marketing infrastructure of the market.

main target product research is to determine the compliance of technical and economic indicators and the quality of goods circulating in the markets with the needs and requirements of buyers, as well as an analysis of their competitiveness.

The objects of research are the consumer properties of analogous and competitor products, consumer reaction to new products, product range, packaging, service level, product compliance with legal norms and rules, and prospective consumer requirements.

Price research It is aimed at determining such a level and price ratio that would make it possible to obtain the greatest profit at the lowest cost (minimization of costs and maximization of benefits). The objects of study are the costs of development, production and marketing of goods (costing), the impact of competition from other enterprises and analogues (comparison of technical, economic and consumer parameters); behavior and reaction of consumers regarding the price of goods (elasticity of demand). As a result of the research, the most effective cost-price ratios (internal conditions, production costs) and price-profit ratios (external conditions) are selected.

Merchandising and sales research aims to determine the most effective ways, methods and means of bringing the product to the consumer as soon as possible and its sale. The main objects of study are trade channels, intermediaries, sellers, forms and methods of sale, distribution costs (comparison of trade costs with the amount of profit received). Research also includes an analysis of the functions and characteristics of the activities of various types of wholesale and retail enterprises, identifying their strengths and weaknesses, the nature of the existing relationship with manufacturers. Study of the system of sales promotion and advertising - also one of the important areas of marketing research. It aims to identify how, when and by what means it is better to stimulate the sale of goods, increase the credibility of the commodity producer in the market, and successfully carry out promotional activities. The objects of study are: the behavior of suppliers, intermediaries, buyers; advertising effectiveness; the attitude of the consumer public; contacts with buyers. The results of the research allow us to develop a policy of "public relations" (relationships with the public); create a favorable attitude towards the enterprise, its products (to form an "image"); determine the methods of forming the demand of the population, influencing suppliers and intermediaries; increase the effectiveness of communication links, including advertising.

Study the internal environment of the enterprise aims to determine the real level of competitiveness of the enterprise as a result of comparing the relevant factors of the external and internal environment. It is here that you need to get an answer to questions about what needs to be done so that the activity of the enterprise is fully adapted to the dynamically developing factors of the external environment.

Marketing research is an integral part of the general information system. Information, facts, data collected for marketing purposes form an independent sector of a single information field. Therefore, marketing research is based on the general requirements and principles of informatics, and the following principles must be observed when conducting it:

1) science, those. explanation and prediction of the studied market phenomena and processes on the basis of scientific provisions and objectively obtained data, as well as identifying patterns in the development of these phenomena and processes;

2) consistency, those. the allocation of individual structural elements that make up the phenomenon, the discovery of a hierarchical connection and mutual subordination;

3) complexity, those. study of phenomena and processes in their entirety, interrelation and development;

4) authenticity, those. obtaining adequate data by ensuring the scientific principles of their collection and processing, the exclusion of bias in assessments, careful control, the use of computers and research tools created by science;

5) objectivity, i.e. the requirement to take into account the possible errors of measuring one or another phenomenon, not to adjust the facts to a predetermined scheme and to be careful in their interpretation;

6) efficiency, i.e. achievement of the set goals, commensuration of results with costs.

1.3. Marketing research methods

When conducting marketing research, two main groups of methods are used to collect information: methods of desk research and methods of extra-cabinet (or field) research, as well as combined methods.

Desk Research Methods

Desk research methods involve the collection of secondary information that is not obtained from the primary source (consumer or buyer) and not prepared for solving problems related directly to the goals of this marketing research. Secondary information is represented by internal information (sales reports, profits, etc. of the company itself) and external information (published data from directories, periodicals, newspapers, magazines, market reviews, etc.). Secondary information, although not focused on the objectives of this marketing research, is relatively cheap, objective, content quality and ease of collection. But at the same time, it does not provide a competitive advantage, since it is available to all participants in market relations and is characterized by outdated and late data.

Field Research Methods

Methods of extra-cabinet (field) research involve the collection of primary information obtained directly from the consumer and the buyer or other research subject. Primary information is collected in accordance with the objectives of this marketing research, its content is timely and, as a rule, confidential, which creates certain competitive advantages for the company carrying it out. But the collection of primary information is associated with significant costs, vulnerable to subjectivity and possible errors of unprofessionalism. Field research methods are divided into survey, observation, experiment and simulation.

Survey

To conduct field research in the form of a survey, it is extremely important to choose the object of research and draw up a questionnaire, a questionnaire. When choosing, it is necessary to determine who it is more expedient to interview, how many and how it is better to select the interviewed representatives-respondents. There are two methods for sampling:

probabilistic(more accurate, but also more expensive and complex), when each possible object of research has approximately equal importance in the ongoing research, and then the interviewer prefers to use, for example, every 21st surname in the directory or a device that dials random digits of telephone numbers;

deterministic, when the interviewer determines the objects of research based on certain reasons and conveniences, for example, interviewing the first 75 visitors to the exhibition, etc.

Questionnaire, or questionnaire, is a list of questions to which the respondent must provide answers. The form, sequence and wording of the questions may be different. The task of a marketer or questionnaire compiler is to choose the most optimal option for their development, to test the questionnaire so that it reaches a wide audience in a corrected and modified version. At the same time, it should be borne in mind that the form of constructing questions affects the answer.

Questions can be formulated using a variety of methods, such as closed questions (prompted) and open-ended questions (unprompted).

Closed questions are built in the form of alternative questions, questions with a selective answer, questions built using the scaling method, for example, in the form Likert scales, when alternative answers are built from the strongest agreement to the most categorical disagreement and the respondent is asked to mark the answer in the appropriate range; semantic differential method, when the respondent is offered a list of opposite, bipolar definitions; humidity scale, evaluation scale(with ranking of any feature), using multidimensional scaling method, allowing to take into account the attitude of the respondents to many characteristics of the product, advertising, etc., which is further processed by computers and reduced, for example, to a four-dimensional or eight-dimensional graph, as well as ranking method: by ranking by merit and by pairwise comparisons.

The survey involves the systematic collection of information from the interviewees in person, as well as by phone or mail. The most accurate and universal survey method that reduces the degree of uncertainty is personal interview. However, this is an expensive way to study the market, it takes a lot of time and requires a highly skilled interviewer. Respondents are usually given a reward for participating in an interview: a small amount of money, a gift, or a discount on the price of the goods sold.

Poll by phone relatively inexpensive and limited in time. However, not all buyers have a phone. In addition, it is usually necessary to clarify the details of the person being interviewed, and the survey itself should be short and not include particularly personal questions, etc.

Poll by mail- the cheapest of these methods. Here the influence of the interviewer is eliminated, but its disadvantages are the low percentage of returned questionnaires (if about 12-14% of the completed questionnaires returned, then this is considered a success) and the delay in responses, as well as the participation of not those persons that the researcher expected.

Observation

Observation as a method of researching the market and consumer motivations means directly studying and fixing the behavior of buyers, as a rule, in real situations. It involves collecting information about buyers during purchases, their reactions to the purchased product, etc. In order not to affect the naturalness of the behavior of the buyer, specialist observers conduct surveillance by a covert method, use special cameras, a system of mirrors and other technical means. Observation to the greatest extent corresponds to the tasks of exploratory research. Its main drawback is that observers can make mistakes in assessing the behavior of buyers of goods and services, which can lead to incorrect conclusions based on the results of the observation.

Experiment

As a rule, it assumes the presence of two comparable groups of research segments: trial (experimental) and control. It can be two cities, two shops, two goods, etc. or two specially selected test groups of consumers, one of which will serve as a control, and the other as the object of the experiment. The purpose of such a study is to determine causal relationships by sifting out conflicting explanations of observational results. When experimenting in a trial segment, one or more market forces are changed (for example, the price was increased) and then the results are analyzed in comparison with the data of the control segment, where no action was taken (for example, the price remained at the same level).

In some cases, they use paired sampling method, when, before the experiment, the groups are not divided into test and control groups, but the audience is tracing to identify groups after the experiment. The main disadvantage of this method is the need for significant costs and complexity, and in some cases the impossibility of controlling all the factors that may affect the marketing activities of the company. In addition, this method includes a certain artificiality of conditions.

Imitation

The simulation method is a kind of experiment in the laboratory. The use of this method became possible due to the development of electronic computing technology, since it involves recreating the situation using a number of marketing activity factors not in real market conditions, but on a computer display using software. First, a model of controllable and uncontrollable factors that the firm faces is built. Their various combinations are then programmed into a computer program to determine the impact on the overall marketing strategy. Simulation does not require consumer cooperation and can take into account many interrelated factors. At the same time, it is complex, difficult to apply, and highly dependent on the underlying assumptions of the model.

Combined research methods

Gathering information, evaluating marketing phenomena and factors helps to understand the buyer, market requirements, and identify the most promising partners. Marketing research plays an important role in substantiating marketing decisions and developing marketing programs. However, such information does not answer the question of whether the recommendations and strategic directions developed by marketers are correct. Combined marketing research, which combines both desk and extra-cabinet research, is called upon to solve this problem.

Consumer Dashboard Reports

They are used as a combined version of experiment and observation. To study the structure and volume of market demand for consumer goods and for other purposes of marketing research, they resort to the constant cooperation of specially selected families - typical consumers of this product. With the help of consumer panels, you can more accurately classify the types of consumers of these goods, establish the amount of goods consumed by each consumer group, and project the resulting data to the entire market. Marketers also use household inventory audits and various other means as a method of field research.

Method of expert assessments

This method involves the assessment of certain marketing factors of events by experts qualified in this field. Sometimes the users themselves can act as experts.

1.4 Analysis of the nature of competition and marketing

actions of competitors

In marketing research, it is also important to determine the degree of competition and the position of competitors in the market. To determine them, it is important to know not only the number of competing firms in the market, but also the size of their share in this market.

It is wrong to assume that competition is higher in the market where there are more competing firms, and less where their number is smaller - often there is a situation when 2-3 firms operate on the market, but their total market share is quite high: 70- 90%, so the degree of competition in this market is defined as high and it turns out to be very difficult to penetrate.

Competition can be:

subject - similar products compete, for example, cars of our company and cars of competing firms;

specific - goods of the same type compete, for example, buses, trolleybuses, trams;

functional - goods compete, designed to perform a specific function, for example, the transportation of passengers, i.e. aircraft, steamships, rail transport, etc.

Competition is also divided into price and non-price:

Price competition is observed when competing firms use price policy as the main lever of competition.

Non-price competition involves quality competition, and not only goods, but also related services, management, marketing and commercial activities.

In connection with these types of competition, mention should be made of price and non-price (quality) dumping. Price dumping involves the sale of goods at low prices - below domestic prices and production costs (below the domestic average wholesale price) and is pursued by the legislation of countries up to the prohibition of sales and the imposition of volumetric fines, which leads not only to economic losses, but also to the loss of the company's prestige. Currently, firms are trying to avoid using price dumping in their trading activities, increasingly using non-price, or quality, dumping, characterized by the fact that a product of improved quality and improved related services is sold at the same price accepted in the market, and not at an increased price. .e. also below its real price. Such dumping is practically uncontrollable and cannot be prosecuted by law.

In a comprehensive market research, the study of the forms and methods of marketing, the usual and most effective for a given market and used by competing companies, is carried out. An assessment is also made of the conformity of the forms and methods of marketing to the specific market conditions in which the company operates.

Typical types of commercial transactions are determined by the type of product of interest in a particular market or its segment: by types of settlements (for cash, on credit, barter transactions, barter transactions, including switch and offset, compensation transactions), typical conditions of the relevant contracts are determined, etc. d.

It is important to study the methods of trade, whether sellers directly or indirectly act on a given market for a particular product, and if indirectly, what types of intermediary agreements are used in trade practice: an intermediary for resale (“agent-merchant” agreement), a commission agent and a consignee, an intermediary for order, brokers, attorneys, distributors, etc.

Marketers who carry out practical marketing work are interested in what forms of trade are used in this market in relation to this product: related or unrelated trade, rental operations, including rating, hiring and leasing (financial and operational), trading as part of trade consortiums, supply of goods to disassembled or finished form, delivery of goods in a set (so-called complete deliveries), a complete set of import purchases, features of exchange and auction trading, specifics of international tenders, forms of engineering, etc.

The object of study is also the methods of stimulating the sale of products in a given market for a given product: how the advertising campaign of the main competitors is built, what means of sales promotion are used, how their corporate identity is formed, etc. The routes of movement of goods and the commodity distribution network of competitors are studied.

1.5 Marketing Research Process

The process of marketing research consists of several successive stages.

First stage. The problem that should be solved as a result of marketing research is determined, for example, to find out why buyers prefer the product of a competing company to our product, and to develop measures that can increase the degree of consumer loyalty to our brand, etc.

Second phase. A marketing research plan is drawn up, where the goal of the research is set, the object and methods of research are determined. The territory of the study, the sampling technology of the respondents and their number (if the survey method is supposed to be used) are also indicated. Articles of the research are considered in detail, i.e. specific questions are formulated, forms of observation are indicated, etc. Next, a plan and technology for analyzing the information received is developed and a schedule of research work is drawn up. And, finally, the costs of marketing research are determined in general and separately for specific items.

Third stage. Secondary and then primary information is collected first.

Fourth stage. The selection of the most reliable, high-quality information takes place, and unnecessary information "noise" is excluded from subsequent work.

Fifth stage. Information is accumulated by replenishing the corresponding data banks.

Sixth stage. When the nature of the information and its volumes are sufficient to solve the problem posed to marketing research, it is formed into tables, graphics, etc., which is convenient for subsequent competent analysis.

seventh stage. Experts, marketers and managers subject the data obtained as a result of marketing research to careful reflection, interpret them and draw conclusions and conclusions.

Eighth stage. Based on the findings and conclusions, forecasts are made for the future development of the market situation, consumer requests, the competitive position of the company, etc. and proposals are developed that provide the optimal solution to the problem posed by marketing research, which can most often be drawn up in the form of a report and a marketing plan (program) of market actions.

2. Market research of the import market

skin care cosmetics

2.1 Features of the market of cosmetic products

“Cosmetics” in Greek means “the art of decorating”. Cosmetics originated simultaneously with the advent of man. Its history is closely connected with the level of development of culture, natural science, and medicine. And although throughout the centuries-old history there were periods of prosperity and decline, it can be said that the ability of people to decorate their own bodies has constantly increased.

In recent years, the range of cosmetic products has expanded mainly due to the creation of high-quality therapeutic and prophylactic products. A distinctive feature of the development of the cosmetic industry in our country is the widespread use of natural raw materials.

The growth of the population's solvency and the development of infrastructure also contribute to the development of the market for perfumes and cosmetics. In addition, Russians are the most active consumers of perfumes and cosmetics compared to Western consumers, they are ready to spend a large share of their income on these products.

The Russian cosmetics market, according to experts, ranks 6th in the ranking of the most dynamically developing markets, attracting the attention of both entrepreneurs and researchers. It is assumed that the capacity of the Russian cosmetics market is approximately 17-18 billion dollars with sales of less than 4 billion dollars a year. However, in 2000 the growth in sales of cosmetic products slowed down (see Appendix 2, Table 4), and at the end of the year, the growth rate halved, which indicates, on the one hand, saturation and increased competition in the market, and on the other, little studied changes in it not taken into account in the work of marketers.

According to the Russian Perfume and Cosmetic Association, by 2010 the average market growth rate will be 9.8%, and in 2011-2017. drop to 6%. By 2016-2017, the potential capacity of the Russian market will reach $15-18 billion. This growth is possible due to an increase in the welfare of the poor and their entry into the middle class. This trend will go beyond large cities and will be noticeable in the regions. As a result, according to forecasts, the level of spending on perfumes and cosmetics in 2014 will approach $100 per person per year.

In addition, in the coming years, experts predict a gradual "blurring" of the division of the mass market into low, medium and high levels, the segment of mass cosmetics and luxury will remain. Some consumers will switch to the luxury segment, ensuring its steady development. Thus, the consumption of luxury cosmetics in Russia will also grow, but the annual growth rate will decrease with a change in the attitude towards perfumery and cosmetic products as status and impulsive purchases. The development of regional distribution networks is extremely important for the growth of the market. Drogerie-type stores, as well as the "drugstore" format, when perfumery and cosmetic products are sold through pharmacy chains, are considered a promising sales format. New formats are gradually taking away a part of consumers from specialized mass-market stores. All this testifies to the formation of modern trade formats in Russia, the approximation of the domestic market to world standards. It is expected that the level of consumption in Russia will converge with the European one, and in the next ten years, Russians will increase the share of perfumes and cosmetics in the consumer basket.

It should be taken into account that in each region the process of establishing the market of cosmetic products is not the same, and the assortment varies significantly due to differences in the location of domestic cosmetic production and the supply of imported goods. The market situation is also influenced by economic, demographic, climatic and other conditions in the regions.

Therefore, marketing research of regional markets and consumer preferences in them is currently relevant, since it is they, each individually, and not all-Russian indicators, that “supply” the most significant data for working in these markets. Such studies are already being carried out in a number of regions - for example, market research in the south of Russia, the Voronezh region and others. Let's consider an independent study of the market of imported cosmetics for skin care in Astrakhan.

3. Market research of imported

cosmetic products for skin care in Astrakhan

3.1 The process of marketing research of imported contraceptives in Astrakhan

The purpose of the study is to identify the motives, preferences and intentions of consumers, as well as to evaluate the used and updated cosmetic products.

The marketing assessment of the cosmetics market was carried out by the method of a sociological survey of the population of Astrakhan. Respondents were asked to fill out a questionnaire (Appendix 1).

The survey involved 58 people represented in different age categories. Respondents under the age of 15 were not included in marketing research, because at this age, as a rule, all cosmetic products are purchased by their parents. The age of 15-18 is considered to be able-bodied, and teenagers can make their own decisions about the purchase of certain cosmetic products. This target group is also necessary to study adolescent skin problems, as well as adolescents' attitudes towards the consumer properties of cosmetic products used.

The distribution of respondents by income level is shown in Figure 7.
Figure 7. Social structure of respondents

Next, potential users were broken down by gender, age, and marital status. It was noticed that married women (26.7%) and married men (18.5%) use skin care products more often. This is characterized by their desire to feel confident and maintain natural beauty. The largest share of users is occupied by people 50 years and older (23%), 19-29 years old (20.4%) and 40-49 years old (20.1%), the smallest - up to 18 years old (7.2%) and 30- 39 years old (12.5%).

At the next stage, the preferences of women and men in the proposed list of cosmetics were identified. Studies have shown that for women (Fig. 8), the largest share in the assortment falls on hand cream (87.5%), face cream (80%), the average - on foot cream (62.5%), scrub cream (62.5%). In men (Fig. 9), the largest share is occupied by shaving and aftershave creams (87.4%), and then the distribution of positions is almost the same: hand cream - 52.4%, face cream - 41.7%. In addition to the proposed list of cosmetic products, the following were named: eye and eyelid cream (0.7%) and shaving foam (0.9%). It can be concluded that, in general, hand and face creams are in the greatest demand.



Fig.8. The structure of cosmetics preferences in women.




Rice. 9. The structure of preference for cosmetic products in men.

Next, the ratio of cosmetic products of imported and domestic brands (TM) was considered. The data obtained showed that the largest share is occupied by imported TM (62.4%), 10.7% of consumers choose the best option, i.e. they prefer to use cosmetic products of both imported and domestic TM. In general, there are no differences in preferences, with the exception of people over 50 years old (15%), they use cosmetic products of domestic TM. Since before the range of cosmetic products was not large and they did not pay attention to the brand, they bought rather out of habit or affordability.

The next stage is the processing of information about the level of fame, which was obtained in the course of surveys of potential buyers about imported TMs of skin care cosmetics familiar to them from the proposed list.



As a result of the answers to the questionnaire question about the popularity of imported TM cosmetics (Fig. 10), the most famous brands are: Avon - 47.5% and Nivea - 42.5%. Then there are brands such as Garnier (20%), L`Oreal (17.5%), Lumene (17.5%), as you can see, the last two TMs have the same level of popularity. The popularity indicator is relatively low for such fairly common brands as Vichy (15%) and MaryKay (12.5%). Apparently, due to the fact that they are quite expensive, they are sold in pharmacies and are little advertised. Brands: Eveline, Cliven and Florena have the smallest percentage of popularity. This is largely due to the fact that these brands have been on the market for a long time and are easily remembered (if they are on the list), but recently they have lost their positions to other, more actively advertised brands.

Averaged data show that consumers consider the following indicators to be very important: product efficiency and quality - in both cases, 100% of respondents marked "Important", safety -85% (only 15% of respondents marked "Relatively important"), naturalness - 78% ( 22% - "Relatively important"), price and composition - 50% of consumers (32.5% - "Relatively important" and 17.5% - "Not important") and benefits - 95% of respondents (5% believe that it is relatively important ). Relatively important indicators for them are: brand - 45% of buyers (30% - important, 25% - unimportant) and appearance (packaging) - 53% (only 10% consider this indicator important, and 37% - generally unimportant). The novelty of a product is an unimportant indicator for modern consumers - 60.5% (12% - important and 27.5% - relatively important).

The most popular places for purchasing cosmetics were identified (Fig. 11).




Fig.11. The level of popularity of places to purchase cosmetics.

The diagram shows that the majority of consumers purchase cosmetics in specialized stores (62.5%). A significant part of the respondents purchases cosmetics through catalogs from sales agents (50%), in supermarkets (30%), and in pharmacies a small part of the respondents - 25%.

The majority of consumers when purchasing cosmetics are guided by their own knowledge (58.9%) . Since cosmetic products currently have a fairly wide range of activities, various methods of application, the sale of cosmetic products should be accompanied by consultations. Sales assistants are also trusted by a significant number of consumers (43.8%).

Data on the frequency of purchasing cosmetics show (Fig. 12) that basically all respondents buy cosmetics once every three months (37.5%). To the open part of the question, why do you buy cosmetics during this particular period, the respondents answered as follows: 30% answered that they had enough purchased funds for this time; 8.5% answered that they buy cosmetics as needed; 3.5% answered that they want to look better.



Rice. 12. Frequency of purchasing cosmetics.

Consider the data obtained in the study of people's attitudes to their skin. Data on the frequency of caring for the skin of the face and hands are presented in Fig. 13, 14.

Rice. 13. Frequency of facial skin care.



Rice. 14. Frequency of hand skin care.

The charts show that 77.5% of women take care of their facial skin and 67.5% of their hands every day. 10% of respondents take care of both the skin of the face and the skin of the hands 2-3 times a week. Hand skin care 2-3 times a month has gained a level of 2.5%. When necessary, 12.5% ​​of the respondents take care of the skin of the face, and 20% take care of the skin of the hands. The data obtained can be applied to assess the magnitude of demand for the corresponding names of cosmetics, i.e. face cream and hand cream.

Answers to questions about skin problems were analyzed taking into account the age of the respondents (Fig. 15).



Rice. 15. The presence of skin problems.

From fig. 15 shows that there are more people who believe that they have skin problems. It is also clearly visible that mainly skin problems in young people (19-29 years old) - 40% and in people 40-49 years old - 15%. In the middle age category (30-39 years old), all respondents indicated the presence of skin problems (7.5%), and the categories of people under the age of 18 and 50 years and older were divided equally: in the first case, 7.5% have and do not have skin problems, in the second case, 2.5% each.

To find out what kind of skin problems consumers have, the following data obtained as a result of a survey of people who have such problems will help. The data were combined into two age categories: the first - from 18 to 29 years old (Fig. 16), the second - from 30 and above (Fig. 17).



Fig.16. Skin problems in consumers aged 18 to 29 years.



Rice. 17. Skin problems in consumers aged 30 and over.

From fig. Figure 16 shows that in this age group, the main skin problem is acne, inflammation (47.4%), followed by dry skin (42.1%), followed by enlarged pores (36.8%). There are also problems such as a tendency to allergic reactions (26.3%) and irritation on the face (21%).

In the second age group (Fig. 17), signs of aging are in first place (66%), dry skin is in second place (33.3%), followed by the problem of turgor (sagging, insufficiently tightened skin) - 25%. And there are also problems of enlarged pores (16.7%) and a dull, unhealthy complexion, a tendency to allergic reactions, inflammation on the face, which have the same percentage level - 8.3%.

The conditions for the occurrence of all these problems are age-related skin changes, allergic reactions to food, the environment, components of cosmetics, poor ecology, as well as the general condition of the body.

Studies have shown that all respondents, regardless of income level, solve skin problems with creams of various spectrums of action. Only 25% buy cosmetic products in pharmacies and order special pharmaceutical products.

The data obtained can be used to improve and update the range of skin care cosmetics.

The generalized results of the conducted marketing sociological research are of great practical interest for trade structures and manufacturers of cosmetics, and also make it possible to draw up a very clear portrait of the consumer of cosmetics and find out his consumer preferences (for which, in fact, this study was conducted).

conclusions

Thus, the study of the market and consumer preferences in Astrakhan made it possible to draw the following main conclusions:

1. There is a noticeable increase in the volume of imported products on the market of cosmetic products, the rating of which determines the leaders among manufacturers. Prices remain affordable, product quality improves.

2. The market for skin care cosmetics is quite saturated, products have a fairly wide price range, which allows the consumer to choose products in accordance with his ability to pay. However, the greatest demand among consumers is for hand and face creams, body gel, as well as foot cream and scrub cream.

3. The main consumers of cosmetics are women, and most of them are married.

4. There is a trend of preference for imported brands. The most popular brands Avon and Nivea are highlighted. The top five most popular imported products also include creams from Garnier, L`Oreal, Lumene, Vichy and MaryKay.

5. The most important indicators for consumers are the quality of the cosmetic product, its effectiveness and safety, as well as the benefits of the cosmetic product.

6. In most cases, respondents purchase cosmetics in specialized stores or order cosmetic products from a catalog from sales agents.

7. It was revealed that consumers make purchases of cosmetics once every three months, which indicates the average value of demand for them.

Conclusion

The variety of marketing functions reflects the versatility of marketing activities, ultimately aimed at bringing the product to the sphere of consumption and meeting the needs of customers.

One of the basic requirements of marketing is to ensure the "transparency" of the market and the "predictability" of its development. Long before bringing a product to the market, planning to sell a certain amount of it and capture a certain share of the consumer market, the merchant must have a detailed description of the market or its segment in which he intends to act as a seller. At a minimum, an entrepreneur needs to know the size of the market, the presence and type of consumer demand, the intensity of competition, the competitiveness of his product, the level and trends of prices, the reaction of buyers to certain marketing actions, the rate of return, etc. Without this, without taking into account the real market situation, the entrepreneur runs the risk of failing.

General scientific and analytical-prognostic methods serve as the basis for marketing research. Information support consists of desk and field research, as well as from various sources of information (internal and external, own and paid, etc.).

The specific result of marketing research are the developments that are used in the selection and implementation of the strategy and tactics of the marketing activities of the enterprise.

The study of the product made it possible to obtain information about what the consumer wants to have, what consumer parameters of the product (the quality of the cosmetic product, its effectiveness and safety, as well as the benefits of the cosmetic product) he most appreciates.

The main results of market research are forecasts of its development, assessment of market trends, and identification of key success factors. The most effective ways of conducting a competitive policy in the market and the possibility of entering new markets are determined. Market segmentation is carried out, i.e. selection of target markets and market niches.

When compiling a market development model, a number of issues arise that should be noted.

First, it should be borne in mind that the definition of the prospects for the development of a particular market cannot be carried out in isolation from other socio-economic forecasts (demographic, regional, etc.), from similar projections for complementary and interchangeable goods.

Secondly, taking into account the influence of a large number of factors on the development of the commodity market, the development trends of which may change significantly in the future, determines the need to build several options for market development models and find the best option from several.

The third essential point that makes up the problem of building a market development model is the determination of the degree of aggregation of product groups. It is necessary to clearly understand at what level one should build a forecast of the capacity of the commodity market - in general for the commodity group, by types, types, models.

Since cosmetic products currently have a fairly wide range of diverse actions, various methods of application, the sale of cosmetic products should be accompanied by consultations. The trust in the sellers of women buyers when purchasing cosmetics was studied. It turned out that only 6% of customers always use the help of sellers when choosing cosmetics. About half - only sometimes consult with sellers, the rest - never use the help of sellers when choosing cosmetic products. This is a feature of our market, since non-specialists who do not have knowledge about cosmetics and sales features in this area most often work in stores. Consumers do not use the help of sellers due to low consumer education in the field of cosmetics. However, it is known that the more information about the product the seller can give and the more specific his recommendations to the consumer, the more effective his work.

The most important thing in studying any market, including cosmetics, is the study of consumer preferences in relation to the quality and price of the product. These two characteristics are in constant interaction, and the price is often determined by the quality. At the same time, cosmetics are characterized by an increase in prices due to the image of cosmetic companies, which can reach up to several tens of times. At present, the task of researching consumer preferences has become acute for specialists, as this is necessary for a more rational assortment policy, both for sellers and manufacturers of cosmetic products. In a competitive environment, only those organizations can succeed that have the ability to quickly receive information and make marketing decisions based on it.

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Annex 1.

Dear consumers!

Our company conducts research on the market of cosmetic products in Astrakhan, the purpose of which is to identify the motives, preferences and intentions of consumers, as well as evaluate used and updated cosmetic products.

When answering the proposed questions, take your time and read all the possible answers first. After choosing one or those of them that match your opinion, circle it or their code. If none of the options reflect your opinion, write your own answer on the free line.

Thank you in advance for your complete and sincere answers!

1. Do you use cosmetic skin care products?

2. What cosmetic skin care products do you use?




A. Face cream

b. Scrub cream

V. Hand cream

Peeling cream

e. Body cream

e. Body milk

and. Foot cream

h.Gel for washing

i. Shaving and aftershave cream

j. Body gel




3. Do you use imported cosmetics?

b. No (go to question 13).

4. Do you prefer imported brands of cosmetics…

l. Your option

5. Please indicate how important these indicators are for you when buying cosmetic skin care products?

6. Where do you buy skin care products most often?

A. In the supermarket

b. In a specialized store.

V. At the pharmacy.

d. Order from a catalog from sales agents.

7. What are you guided by when choosing cosmetics?




A. Own knowledge.

b. Beautician advice.

V. Advice from a sales consultant.

d. Sales agent's advice.




8. How often do you buy skin care products?




A. Once every six months.

b. Once a week.

V. Once in three months.

e. Once a month.




9. Why do you buy cosmetics during this period?

10. How often do you take care of your skin?

11. How often do you take care of your skin?

A. Every day. V. 2 - 3 times a month.

b. 2 - 3 times a week. d. As needed.

12. Do you have skin problems?

b. No (go to question 13).

13. Specify what problems:

A. The complexion is dull, unhealthy. e. Dry skin.

b. Enlarged pores. and. Signs of aging.

V. Dark spots. h. Acne, inflammation.

Propensity to allergic reactions. And. Irritation on the face (skin).

e. The problem of turgor (sagging, insufficiently tightened skin).

K. Your option

13. Your gender:

A. Female.

b. Male.

14. Are you married:

15. Your age:

A. Up to 18 years old. 30 - 39 years old.

b. 19 - 29 years old. d. 40 - 49 years old.

A. Up to 1000 rub.

b. 1001 - 3000 rubles.

V. 3001 - 5000 rubles.

5001 - 7000 rubles.

e. Over 7001 rubles.

Thank you for participating in our survey!

Annex 2

Table 1.

Classification of markets.

Criteria	Market classification
on the use of goods	Consumer market (enterprise market, industry market)
by customer behavior	Convenient (active), special (with features) market, low predicament market, high predicament market.
according to the physical properties of the goods	Perishable Goods Market, Durable Goods Market
by social standing	luxury goods market, essential goods market
by demographic	Market by age (sex), family size, education, occupation, social class, religion
geographically	Regional, national, developed countries market, developing countries market, etc.
by type of raw material	commodity markets

Table 2.

Consumer behavior in different markets

Consumer market	Enterprise market
FMCG a) the buyer has the following: full product information high degree of preference low degree of attachment maximum search effort b) goods, usually with a low price small sizes always on sale examples: cigarettes, bread, most drugs. c) terms of sale a significant degree of distribution minimum degree of service	direct correspondence a certain range of suppliers
Pre-selection items (with large cost item) a) the buyer has the following information: incomplete product information low preference low commitment maximum efforts are needed to inform to make a purchase b) Modified repurchase high price (compared to other products) not often bought purchased in shopping centers, shops example: furniture, audio video household appliances, etc. c) terms of sale selective distribution high degree of service	search for partners information Sales promotion needed definition of distribution channels
Special Items a) The buyer has full information about the product high degree of preference high degree of commitment the need to make every effort to acquire a thing b) Goods are generally high price regularly (not necessarily often) bought selective distribution example (expensive perfumes, cars, certain medicines) c) terms of sale quality control special distribution high quality service

Table3.

Market characteristics.

Table 4

Volume and dynamics of sales of cosmetic products in Russia

Introduction

Theoretical knowledge of marketing in isolation from practice is of no value. The task of the marketing department of a manufacturing enterprise is to provide the decision-making process of the manager with specific digital data based on market research.

A student who has studied a marketing course should be able to use the theoretical knowledge gained in lectures to make the calculations necessary for making decisions in managing an enterprise.

The collection of tasks for the course "Marketing" is aimed at developing students' skills in solving practical problems, performing calculations of various indicators for market analysis, evaluating the economic portfolio of an enterprise, predicting the results of an enterprise's activities in the market.

This collection is presented with theoretical material, including formulas and a description of the calculation procedure. On the basis of theoretical material, examples of calculations are presented, as well as tasks for independent solution.

Chapter 1

MARKETING RESEARCH OF INDUSTRIAL ENTERPRISES

§ 1.1. Essence and stages of marketing research

This issue is considered in the manual from two points of view. The first of them is the conduct of marketing research by industrial enterprises. The second one is conducting research of industrial enterprises as consumers of industrial and technical products (hereinafter referred to as PPTN).

Conducting marketing research is associated with the need to reduce the risk of entrepreneurial activity. Since any enterprise must, in the course of its activities, focus on the end consumer and the satisfaction of his needs, it becomes necessary to conduct systematic marketing research.

Marketing research- the process of searching, collecting, processing data and preparing information for making operational and strategic decisions in business activities.

Marketing research is a broad concept, including the study of sales markets, the external and internal environment of the enterprise, the activities of competitors, the characteristics of consumer demand, etc.

the main objective marketing research - development of a concept of a general idea of ​​the structure and patterns of market dynamics and substantiation of the need and opportunities for more effective adaptation of production, technologies, structure, products and services to the demand and requirements of the end consumer.

Large mining enterprises are able to develop their own marketing concepts, they have the funds to organize a wide advertising campaign for their products, links with

by the public, conducting a large number of marketing researches, creating specialized departments (marketing, PR, research, etc.).

Small businesses in the mining industry have fewer opportunities to conduct complex programmatic marketing activities, but they cannot exist in the market without creating separate elements of the marketing mix and conducting market research.

The need for small enterprises in the mining industry to conduct marketing research is caused by the following circumstances:

· a variety of types of minerals concentrated in small deposits;

· competitive struggle of large mining and processing companies and the desire of small businesses to find their niche;

· a wide range of manufactured products from unique types of semi-precious raw materials to an enriched product - concentrate of standard quality;

· the desire to meet market requirements and consumer demands through the development and production of new types of products, including from mining waste;

· the need to establish reliable economic relations between producers and consumers.

The process of marketing research is presented in the figure.

The first three stages of this process are a planning block, the formation of a study design. At these stages, the study is being prepared, the information itself is not yet collected and processed.

First stage- familiarization with the problem of the situation and the tasks assigned to the researcher. At this stage, the first idea is formed about the availability of similar studies, their cost, possible difficulties that may be associated with the type, volume and quality of the necessary marketing information.

Marketing Research Process

Second phase– advance planning, i.e. verification of the ideas obtained at the first stage about the methodological and temporal aspects of the study. At this stage, answers are given to questions about the quantity, quality and sources of information, the place and time of the study, its methods. In addition, at this stage, the possibility and expediency of conducting a study by a third-party specialized organization is analyzed. There are a sufficient number of firms specializing in

conducting research, their proposals also need to be studied and compared with each other. As an example, we can cite the companies Comcon, Toy-Opinyon, Gortis, operating in the market of St. Petersburg and carrying out research to order.

Third stage– development of a working concept for the study. This stage is carried out regardless of whether the study will be carried out on its own or by a specialized organization. A working hypothesis for studying the possibility of bringing products to the market may structurally include sections: product or their range (whether there are similar products on the market or a new one is being introduced to the market); determination of the main purpose of products; potential buyers and consumers (their type, quantity, characteristics); product distribution system (sales channels, availability and types of intermediaries); level of competition in the market (main competitors, their characteristics).

After a positive agreement on the working concept and approval of the design of the study by the management (customer), they proceed from the planning stage to the next stage - obtaining information and generating a report.

Fourth stage– direct collection of marketing information. Attention is drawn to the cost-effectiveness of ways to obtain information, the reliability of its sources, the organization, instruction and control of personnel directly involved in the collection of information.

Fifth stage– processing of received information. At the planning stage, it is necessary to foresee in advance such methods of collecting and fixing information that will facilitate its further processing. The processed information must be stored for a certain period of time on certain media.

Sixth stage- summarizing, summarizing. It involves the analysis of the information received for its sufficiency for the purposes of the study. Also at this stage, the degree of return on the spent money and time is analyzed. If they come to the conclusion that there is not enough information, or the costs are not justified, then in search of the reasons for the current situation, they return to the research planning stage.

seventh stage– registration of the results of the study in the form of a report and its presentation to the management. The report is drawn up in any form, however, when forming its structure, the following recommendations should be taken into account:

It is necessary to include an index of its content in the report for the convenience of working with it;

· to include in the structure of the report the section "Statement of tasks and substantiation of the objectives of the study";

· a brief description of the basic results, illustrated by tables, graphs, figures;

· it is obligatory to have an appendix that includes all source and resulting digital material, questionnaires, an index of used abbreviations and terms, a list of respondents (respondents).

§ 1.2. Ways to obtain marketing information

The information necessary for making decisions in marketing activities can be primary and secondary.

Primary information- information that is obtained for the first time, it will need to be processed and presented in the form of a report. It is obtained from the primary source, that is, directly in the process of studying the object of study (consumer, supplier, any process).

secondary information- information collected, processed and published by someone. It is obtained from secondary sources of information.

In the process of searching for a supplier in the industrial enterprises market, the following secondary sources of information are used:

catalogs in printed form and on electronic media, on the Internet;

trade magazines;

directories on enterprises;

· product examples;

Most of the work on organizing and conducting marketing research falls on the share of the marketing department of the enterprise, but in some cases, research functions become the prerogative of other departments, such as the advertising department, the planning and economic department, the R&D department, and others. In practice, complex research can be carried out jointly by several functional units or by attracting third-party specialized research firms operating in the marketing services market.

Any marketing research in the industrial goods market is characterized by the presence of the necessary elements (Fig. 6.4).

Rice. 6.4. V

Marketing research in the CCI market involves carrying out similar stages as in the TCS market: identifying the problem and formulating research objectives; choice of sources of information; collection of information; analysis of the collected information; presentation of the results obtained (Fig. 6.5).



Rice. 6.5. V

But for marketing research in the industrial market, there are inherent features that are due to differences in the nature of markets and consumers, in marketing approaches between industrial and consumer marketing.

Features of conducting marketing research in the market of industrial goods:

1 . Significantly greater need and attention for secondary data and expert judgment.

2 . A typical method of collecting primary data is a survey. Observations and experiments are used very rarely, because they are ineffective, despite the specifics of industrial consumers.

3. Industrial marketing research is characterized by systematic market research. With special attention, the behavior of potential consumers and models of the process of making a decision on the purchase of CCI are studied.

4. Marketers in industrial enterprises work with a small amount of initial information, since consumer organizations are concentrated, and their number is insignificant compared to end consumers. This allows for better (i.e. in-depth) surveying, although in some cases the results are more difficult to generalize.

5. Although industry research is often based on secondary data, primary data is often collected to determine consumer organizations' attitudes towards a product, motivation for purchasing it, or the organization's intentions.

A feature of marketing research in the market of industrial goods is that the formulation of the research problem often comes from the general strategy of an industrial enterprise. Conducting marketing research in industrial enterprises should be cyclical, since the complexity of the research itself often leads to the fact that a new research problem arises even before the real result of the preliminary research is visible. The marketing process at the enterprise is continuous and covers all aspects of the activity in the market, which determines the cyclical nature of the marketing research process (Fig. 6.6).



Rice. 6.6. V

According to the International Code, all marketing research activities consist in the objective collection and analysis of voluntarily obtained information about the market, consumers, goods and services and must be carried out on the principles of fair competition. The main requirements for industrial marketing research, which largely follow from the generally accepted principles of marketing research in any market, are:

Marketing research must be carried out in accordance with the principles of fair competition, as well as in accordance with accepted standards;

Research must be systematic in order to be effective;

Marketing research is based on general scientific principles and fundamentals, it must be objective and accurate;

The success of any research depends on the trust in it that has developed in society;

Marketing research can be applied in any situation that requires obtaining information for decision making;

Research is a multi-stage process, including the collection, registration and analysis of data;

Data can come from the enterprise itself, or from a neutral organization or research specialists.

Thus, the management of an industrial enterprise that actively conducts marketing activities can choose the most optimal direction for marketing research, the results of which, subject to the relevant principles and requirements, will provide the necessary information for making informed management decisions.