G. I. Tyupkina
Research Institute of Agriculture and Ecology of the Arctic – the branch of Federal Research Center “Krasnoyarsk Scientific Center of the SB of the RAS”, ul. Komsomol’skaya, 1, Noril’sk, Krasnoyarskii krai, 663301, Russian Federation
Abstract. The market research of consumer preference of the population of the city of Norilsk concerning soft drinks was conducted for the purpose of identification of the relevant directions of expansion of the assortment of the functional drinks by local producers and of an increase in competitiveness of their production. Filing of the range of soft drinks was carried out in retail outlets – in supermarkets of the city of Norilsk (a form of sales was self-service). The research was carried out in 2014 by methods of questioning and personal interview. On the basis of the developed sociological hypothesis, public target groups of the industrial zone of Norilsk were allocated. The representative sampling on the basis of spontaneous approach was 105 people (0.06% of the population of 176,500 people). It included representatives of the social groups subject to specific inflammatory diseases under severe climatic conditions of the Arctic. An age of the main part of respondents was from 25 to 55 years (61.9%). The share of people older than 55 years was 17.1%, students of schools and other educational institutions aged up to 25 years – 21%. Most of the respondents prefer to buy juice (33%); drinks from mineral waters (21%) were on the second place; further, there were kvass and kvass drinks (15%); 8% of residents of Norilsk prefer to satisfy thirst with cold tea. The greatest number of respondents suits the price of drinks from 20 to 40 rubles (49%); from 40 to 60 rubles – 31%; up to 20 rubles – 13%, 60 rubles and more – 7%. Market research of consumer preferences of residents of Norilsk regarding non-alcoholic beverages showed their shift towards non-carbonated and juice-containing natural drinks. In general, this group of goods is defined as a perspective one for development of new types of nonalcoholic production. The results received were used in designing formulations and production of the experimental examples of drinks.
Keywords: soft drinks; consumer preference; market research.
Author Details: G. I. Tyupkina, Cand. Sc. (Tech.), head of laboratory (e-mail: Этот адрес электронной почты защищён от спам-ботов. У вас должен быть включен JavaScript для просмотра.).
For citation: Tyupkina G. I. Studying of Consumer Preference of Norilsk Population Concerning Soft Drinks. Dostizheniya nauki i tekhniki APK. 2018. Vol. 32. No. 4. Pp. 74-76 (in Russ.). DOI: 10.24411/0235-2451-2018-10418.