With opening of new retail chains and intensified competition in the market retail companies face new challenges. Leading market operator now have the need in regular monitoring of the competitive environment, image differentiation, analysis of client satisfaction and loyalty.

We have the following offer for retail::

regular research of purchasing preferences (Kiev);
client satisfaction and loyalty study;
image study;
assessment of variants of geographic location of new retail chains of the network.

Regular research of purchasing preferences (Kiev City)

Research goal

We are guided by the need of retail chains FMCG suppliers in information about buyer behavior specifics and its changes. The research goal is to analyze behavior of Kiev residents when choosing a place of FMCG purchase.

Research objectives

To analyze awareness and attitudes to different places of purchase
To analyze choice criteria of retail outlets
To assess the importance of and satisfaction of buyers with different aspects of retail outlet performance
To single out and analyze behavior of separate groups of buyers

Approach: Survey

Geography: Kiev
Sample: 1 000 respondents selected randomly per first three waves (October 2003; November 2004–January 2005; November 2005), 600 respondents per forth wave (December 2006)
Respondent: HH member responsible for purchasing FMCG
Survey method - CATI (telephone computer-aided interviews)

Approach: Analysis

Analysis of distributions of respondent answer by socio-demographic characteristics and groups of consumers
Elements of GfK Navigator (to detect market segments, where demand is not met)
Elements of GfK Loyalty Plus (to measure loyalty of buyers to different retail chains)

Product

Analytical report + tables + data set

Analytical report outline

Shopping places

Main shopping places (first and second)
Loyalty to retain chains
Reasons for choosing retail chains

Purchases and shopping process

Shopping frequency (by main shopping places)
Main shopping places for different categories of products
Average shopping expenses
Spontaneous shopping (frequency, motives)
Receipt and use of ad leaflets of retail chains
Frequency and reasons for spontaneous shopping
Most preferable kinds of promotions in shopping places
Purchase of private label products
Shopping for food by car

Work of stores/supermarkets

Importance of different characteristics of stores’/retail chains’ work
Satisfaction with different characteristics of stores’/retail chains’ work
Market niches (importance vs. satisfaction)

Behavior of shopper groups with different well-being status

Analysis of shopping behavior, social-demographic characteristics

Price

Research report price – 10200 UAH (including VAT).

CONTACT: Anastasia Budash, Researcher of GfK Ukraine Services Research