Курсовая работа: Marketing Research Project for a Russian Company

(IV) Evaluate the attractiveness of each segment.

(V)Evaluate preferences of the buyers and their attitude towards such factors as price, quality of the core product, quality of packaging, etc.

(VI) Having known the preferences and attitude towards packaging, quality and price, identify conditions upon which an automatically packed product will not fail.

(VII) Identify the necessary positioning concept for automatically packed pastas that will be offered to different segments.

Research objectives.

I had formulated the following specific research objectives:

1) Evaluate attractiveness of each segment.

a) What kind of people would be the most likely to purchase pastas in high quality packaging?

b) Which segment do the most heavy users belong to?

2) Define the preferred form of pastas (corns, shells, etc.).

3) Define the most important factors which influence the consumer’s subjective probability[2] concerning the quality of the product.

a) Does the consumer usually estimate the quality by appearance of the product?

b) Is there a stereotype that a quality product can be packed only in a high quality package?

c) Is there a stereotype that imported pastas are better than the domestic ones? How strong is it?

4) Define the importance of quality packaging for the buyer.

a) Does the quality of packaging correlate with the quality of the product in consumer’s mind?

b) What must be the quality of the product which is automatically packed?

c) How much will a buyer desire to pay for packaging?

d) What are the main factors which make packaging important (estimated quality of the product, precise weight, other)?

5) Define the desired characteristics of the package.

a) Which size of the package will be the most popular? Shall we offer packages of different size?

b) What should be the packaging be made of and what shape should it have(plastic or polyethylene packet, cardboard box)?

6) Define the loyalty status of the consumers.

7) Define the “patriot” status of the consumers.

a) Do they feel unsatisfied that most of the high quality pastas are imported?

b) Does the fact that Russia substitutes natural gas and oil for “colonial” goods?

As can be seen from the goals and objectives, the research combines the features of both exploratory and casual research.

Research plan.

Since the company:

1) has lack of information about the market in general;

2) needs some specific information ;