Federal State Educational Institution

higher professional education

"ASTRAKHAN STATE TECHNICAL UNIVERSITY"

COURSE WORK

discipline "Marketing"

“Marketing research of the market of cosmetic products”

Completed: IDO student

Zakirova Z.D.

Scientific adviser:

ph.D., 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 integrated market research .............................. 9

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

1.2. The goals, objects and principles of marketing research ................... 15

1.3. Methods of marketing research ………………………………… .19

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

1.5. The process of marketing research ………………………………… .27

2. Market research of imported cosmetic skin care products

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

3. Market research of imported cosmetics for skin care in Astrakhan

3.1. The process of marketing research of imported COP Astrakhan. 32

conclusions

Conclusion

Annex 1

Appendix 2

Introduction

The difficulties encountered 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 the phenomenon: their products are not in demand, and experts do not know how to “push” them into the market. After analyzing the internal and external conditions of the market, goods, consumers, competitors, the company will be able to improve its position, strengthen its position in the market, establish relations with consumers, achieve certain goals: increase revenue, make a profit, increase sales and, accordingly, produce. In the end, it will help to exist and act in market conditions.

Studying the market as such is the first step towards understanding the external environment in which the company intends to operate. The attempt to enter the markets with the goods is at least impractical and wasteful. Therefore, analytical work should be carried out in order to select from potential markets, those that are the most promising for the company in which with the lowest costs you can achieve commercial success.

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 activities in the market, market selection, determination of sales, forecasting and planning of market activities.

Market information is becoming increasingly necessary for effective business operations. For this, we use both our own forces and the information and services of various agencies. This information is the basis of forecasts and sales planning - the main goal of the company’s commercial activities.

Market research aims to identify and measure the potential and determine the nature of the market, as a rule, for a given product. This type of research gives the sales manager information on where it is most profitable to sell the product, and indicates market segments that are not large enough for the product.

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

The aim of this course work is to study the market of cosmetic products to develop strategies 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 activities in the market, market selection, determining sales, forecasting and planning market activities.

The object of research is the market of imported cosmetic skin care products in the city of Astrakhan and in Russia.

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

The main tasks posed in this work:

1) determination of the object of marketing research;

2) determination of market capacity and its individual segments;

3) a study of customer behavior (attitude to a firm’s product, purchase motives, methods of purchase, etc.);

4) a study of the marketing actions of competitors;

5) determination of the stages and principles of marketing research;

6) research of regional markets and consumer preferences

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

When conducting a marketing research, two main groups of methods are used to collect information: methods of desk research and methods of out-of-class (or field) research (interrogation, observation, experiment, imitation), 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 allow you to make 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 a commercial approach in modern conditions is the existence of a market. If society does not have a free market for sellers and buyers, then no one is interested in studying market demand. If buyers have no choice when buying goods, if quality and price are dictated exclusively by manufacturers - monopolists, then their desires and needs will not be taken into account by anyone.

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

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

The market is not only a combination 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 the free market, the process of exchange, purchase and sale determines to whom what products should be produced, as well as what and how to buy.

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

Each of these elements characterizes some 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;

· The presence of sellers who want and have the opportunity to sell;

· Purchasing power (money);

· Desire (to buy);

· Relevant features (buy).

This implies the following:

Firstly, the importance of understanding the needs and requirements of the buyer, as this leads directly to the act of purchase;

Secondly, sellers should be able to produce goods necessary for 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 a wider distribution.

Fifth, markets can be expanded, stimulating the desire to buy through product promotion and advertising.

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

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

Demand is a need reinforced by purchasing power. This, according to the author, is a key element of the market, for the goods are produced to satisfy it. Demand makes the product and price adjust to its fluctuations (the gold rush example, the prospectors' demand and purchasing power were so great that they bought a glass of salt for a glass of golden sand). 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 over a certain period of time, usually one year. Knowing this indicator, you can decide to go out on it and if so with what volume of goods.

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

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

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

Why buy, i.e. target?

Who is buying, i.e. subject of purchase?

How is it bought?

A. Hosking believes that these issues can be supplemented by two more:

What are the volumes of purchases?

Where is the purchase made?

Market research - the basis of the enterprise 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 the marketing approach as the basis - to find out which product, with which consumer properties, at what price the consumer needs, including other regions, and only then begin to produce it.

It is important to understand that integrated marketing comes to the fore today - “If you do not have a product, you have nothing”; do nothing until you find out the need for your product.

Market analysis should answer the main question: can the company successfully sell its products.

Market research is aimed at determining the place of an 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 according to the results of market research:

· Market segmentation;

· Identification of key success factors;

· Market forecasts;

· Market conditions;

· Determination of how to conduct competition policy.

Market segmentation by itself does not maximize profit, the goal is to adapt commercial activity to this segment, to develop a marketing mix that ensures the achievement of the goal of commercial activity. Key success factors are factors that determine the successful solution of sales problems in these specific market conditions; they are determined on the basis of studying the activities of competitors who occupy a leading position in the market. The task is to find a market niche, in this issue there may be a pricing policy and improvement of consumer properties of the goods, after-sales service, etc. Evaluation of product sales opportunities is carried out using models for forecasting 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 resolved, as a rule, by modifying various indicators of competitiveness, which are usually based on price and non-price methods.

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

The enterprise market is divided into three varieties:

· The market for industrial goods or the production market;

· The market of resellers;

· Market government agencies.

The consumer market can be classified according to the characteristics of the buyer, where various criteria are allowed (Fig. 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 demand / luxury, perishable goods / durable goods, etc.

Consumer goods, by prior selection, are prestigious and commissioned by the buyer.

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

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

· Preferences of the buyer for a particular product, brand, grade;

· Customer commitment to a particular product, brand, grade.

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

The buyer’s behavior 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 by 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, vaccine, etc. require fast distribution, significant costs for packaging, storage, etc.

Luxury / Essentials.

This method of classifying the relationship of goods to the consumer market, in this issue there are several features. Social valuations are changing, what is luxury today, tomorrow may be a necessity.

Sales conditions: special distribution, advertising, price.

Examples: audio video home appliances, computers, etc.

The market environment in which commercial activities are carried out is divided, according to the author, into five parts Fig. 6.

Controlled factors - a decision made by company management and implemented in matters of commerce by commercial services.

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

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

Adaptation - changes carried out by the company (structure, product, promotion and distribution of goods, price) in order to adapt and influence uncontrolled factors.

1.1.3 Market research - the main stages

Market analysis is an analysis of real demand for goods and services offered by a company or its competitors. This position 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 a given product, and

· Secondly, within groups of producers and consumers.

The main form of the first type is the sale, the second is competition. From how thoroughly studied the level, nature and structure of demand depends on the success of the company in the competition, its position in the market and the time during which it asserts its position. 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 district 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:

The number of apartments or houses in the area;

The average income of a family living in the area;

On income spent on certain goods at a certain time;

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

Therefore, at the first stage of the study, a generalizing characteristic of the market is determined, primarily the market capacity, the market share of the company, 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.

Structuring is based on market segmentation.

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

Collection of market information;

The nature and characteristics of the market are established,

The quantity of goods and their market share are determined,

Shopping frequency is being investigated.

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

We study the degree of change in consumer behavior depending on the directions of advertising policy, price changes, etc.,

We study the motives of consumers and their environment.

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

1.2. The 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 satisfy the needs of customers. The collection of information, its interpretation, estimates and forecast calculations performed for marketing services and management of the company to order them, it is customary to call marketing research.

Research is conducted on the market, competitors, consumers, prices, internal potential of the enterprise.

Market research - The most common area in marketing research. Objects of market research are trends and market development processes, including analysis of changes in economic, scientific, technical, demographic, environmental, legislative and other factors. The structure and geography of the market, its capacity, sales dynamics, market barriers, state of competition, prevailing market conditions, opportunities and risks are also investigated. Consumer research   allows you to identify and explore the whole complex of motivating factors that guide consumers in choosing goods (income, social status, gender and age structure, education). The objects are individual consumers, families, households, as well as consumer organizations. The subject of the study is the motivation of consumer behavior in the market and its determining factors. The structure of consumption, the availability of goods, and the trends in purchasing demand are studied. In addition, the processes and conditions for satisfying basic consumer rights are analyzed. The purpose of this study is consumer segmentation, the 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. To this end, the strengths and weaknesses of competitors are analyzed, market share occupied by them, consumer reactions to competitors' marketing tools (product improvement, price changes, trademarks, behavior of advertising campaigns, service development) are studied. Along with this, the material, financial, labor potential of competitors, the organization of activity management are being studied.

The study of the corporate structure of the market   conducted in order to obtain information about possible intermediaries, with the help of which the company will be able to "attend" in selected markets. In addition to commercial, commercial and other intermediaries, the enterprise should 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 a marketing infrastructure of the market.

The main target setting product research is to determine the conformity of technical and economic indicators and the quality of goods traded in the markets to the demands and requirements of customers, as well as an analysis of their competitiveness.

Objects of research - consumer properties of similar products and competing products, consumer reactions to new products, product mix, packaging, level of service, product compliance with legislative norms and rules, prospective requirements of consumers.

Price research   It is aimed at determining a level and price ratio that would make it possible to obtain the highest profit at the lowest cost (minimizing costs and maximizing benefits). The objects of research are the costs of the development, production and marketing of goods (costing), the impact of competition from other enterprises and similar products (comparison of technical, economic and consumer parameters); consumer behavior and reaction relative to the price of a product (demand elasticity). As a result of the studies, the most effective cost – price ratios (internal conditions, production costs) and price – profit ratios (external conditions) are selected.

Sales and sales study   the aim is to determine the most effective ways, methods and means of quickly bringing the product to the consumer and its implementation. The main objects of study are trade channels, intermediaries, sellers, forms and methods of sale, distribution costs (comparing trade costs with the size of the profit). Research also includes analysis of the functions and features of the activities of various types of wholesale and retail enterprises, the identification of their strengths and weaknesses, the nature of the existing relationship with manufacturers. Study of a 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 producer in the market, and successfully carry out promotional activities. The objects of research are: the behavior of suppliers, intermediaries, customers; advertising effectiveness; consumer attitude; contact with customers. The research results allow us to develop a policy of public relations (relationship with the public); create a favorable attitude towards the enterprise, its products (form an “image”); identify methods for generating population demand, impact on suppliers and intermediaries; to increase the effectiveness of communication, including advertising.

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

Marketing research is an integral part of the overall 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 computer science and, when conducting it, the following principles must be observed:

1) scientific   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 of development of these phenomena and processes;

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

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

4) reliability   those. obtaining adequate data by ensuring the scientific principles of their collection and processing, eliminating bias in estimates, careful monitoring, the use of computers and research tools created by science;

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

6) efficiency , i.e. achievement of advanced goals, measuring results with costs.

1.3. Marketing research methods

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

Desk Research Methods

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

Field Research Methods

Methods of out-of-class (field) research involve the collection of primary information received directly from the consumer and the buyer or other subject under study. 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 implementing it. But the collection of primary information is associated with significant costs, it is vulnerable from the point of view of subjectivity and possible errors of unprofessionalism. Field research methods are divided into interrogation, observation, experiment and simulation.

Poll

For conducting field research in the form of a survey, the choice of the object of study and the preparation of a questionnaire and questionnaire are extremely important. When choosing, one should determine whom it is more advisable to interview, how many and how best to select the interviewed respondent representatives. For sampling, two methods are used:

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

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

The questionnaire, or questionnaire, is a list of questions to which the respondent must give answers. The form, sequence and wording of the questions may vary. The task of the marketer or compiler of the questionnaire is to choose the best option for their development, to test the questionnaire so that it reaches a wide audience in a revised and revised version. It should be borne in mind that the form of constructing questions affects the answer.

Questions can be composed using various methods, in particular in the form of closed questions (with a hint) and in the form of open questions (without a hint).

Closed questions are constructed in the form of alternative questions, questions with a selective answer, questions constructed by the scaling method, for example, in the form likert scales,   when alternative answers are built from the most decisive consent to the most categorical disagreement and the respondent is invited to mark the answer in the appropriate range; semantic differential method,   when the respondent is offered a list of opposing, bipolar definitions; humidity scale rating scale   (with ranking of any attribute), using multidimensional scaling method,   allowing to take into account the attitude of respondents to many characteristics of goods, advertising, etc., which is then processed using computers and reduced, for example, in a four-dimensional or eight-dimensional graph, and ranking method:   by virtue of location and using pairwise comparisons.

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

Telephone survey   relatively inexpensive and limited in time. However, not all buyers have a telephone. In addition, it is usually necessary to clarify the information about the person in relation to whom the survey is being conducted, and the survey itself should be brief and not include particularly personal issues, etc.

Poll by mail   - the cheapest of these methods. The influence of the interviewer has been eliminated here, but its disadvantages are a low percentage of return of questionnaires (if about 12-14% of the completed questionnaires returned, then this is considered a success) and the delay in answers, as well as the participation of not those people whom the researcher was counting on.

Observation

Observation as a method of market research and consumer motivation means a direct study and fixing the behavior of buyers, as a rule, in real situations. It involves the collection of information about customers during purchases, their reactions to the purchased goods, etc. In order not to affect the naturalness of the buyer’s behavior, observers conduct surveillance using a hidden method, use special cameras, a mirror system and other technical means. Observation is most relevant to the tasks of search 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 observation.

Experiment

Assumes, as a rule, 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 tested consumer groups, one of which will serve as the control, and the other as the object of the experiment. The purpose of such a study is to determine the cause-effect relationship by eliminating conflicting explanations of the observation results. When experimenting with a trial segment, one or several factors of market influence change (for example, the price was increased) and then the results are analyzed in comparison with the data of the control segment, where no measures were taken (for example, the price remains the same).

In some cases, use paired sampling method, when before the experiment there is no division of the groups into test and control, and the audience is traced to select 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 involves a certain artificial conditions.

Imitation

The simulation method is a type of experiment in the laboratory. The application of this method became possible in connection with the development of electronic computer technology, since it involves reconstructing a situation using a number of marketing factors not in real market conditions, using a computer display using software. First, a model of controlled and uncontrolled factors that the company is faced with is built. Then their various combinations are embedded in the computer program to determine the impact on the overall marketing strategy. Imitation does not require collaboration on the part of consumers, and it can take into account many interrelated factors. At the same time, it is complex, difficult to use, and highly dependent on the assumptions underlying the model.

Combined research methods

Gathering information, evaluating marketing phenomena and factors help to understand the buyer, market requirements, and identify the most promising partners. Marketing research plays a large role in substantiating marketing decisions and developing marketing programs. However, such information does not answer the question whether the recommendations and strategic directions developed by marketers are correct. Combined marketing research combining desk and off-campus 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 of consumer goods and for other marketing research purposes, they resort to the constant cooperation of specially selected families - typical consumers of this product. Using consumer panels, you can more accurately classify the types of consumers of these products, set the number of products consumed by each consumer group, and project the resulting data onto the entire market. Marketers also use home inventory revisions and various other tools as a field research method.

Expert Assessment Method

This method involves the assessment of certain marketing factors of events by qualified experts in this field. Sometimes, consumers themselves may also be experts.

1.4 analysis of the nature of competition and marketing

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 - a situation is often observed when 2-3 firms operate on the market, but their total market share is quite high: 70- 90%, therefore, the degree of competition in this market is defined as high and it is very difficult to penetrate.

Competition may be:

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

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

· Functional - goods competing to fulfill a certain function, for example, the transportation of passengers, i.e. airplanes, ships, rail transport, etc.

Competition is also divided into price and non-price:

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

Non-price competition involves competition of quality, not only of the product, 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 prosecuted by the laws of the countries up to a ban on sales and the imposition of large fines, which leads not only to economic losses, but also to the loss of the company's prestige. Currently, companies are trying to avoid the use of price dumping in their trading activities, increasingly using non-price or high-quality dumping, characterized in that the goods of higher quality and improved related services are sold at the same price accepted on the market, rather than at an increased .e. also below its real price. Such dumping is practically uncontrollable and cannot be prosecuted in law.

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

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

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

Marketers engaged in practical marketing work are interested in what forms of trading 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 trading consortia, delivery of goods to disassembled or finished, delivery of goods in a set (the so-called complete deliveries), packaging of import purchases, features of exchange and auction trading, specifics of international bidding, engineering forms, etc.

The objects of study are also methods of promoting sales of products on 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, and others. The routes of movement of goods and the distribution network of competitors are studied.

1.5 Marketing research process

The marketing research process consists of several successive stages.

First stage.    The problem is identified that should be solved as a result of a marketing research, for example, to find out why customers prefer the products 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 research area, the technology of sampling the respondents and their number (if you intend to use the survey method) are also indicated. Research articles are examined in detail, i.e. specific questions are formulated, observation forms are indicated, etc. Further, a plan is developed and a technology for analyzing the information received is drawn up and a schedule of research is compiled. And finally, the costs of marketing research as a whole and separately for specific articles are determined

Third stage   . First, secondary and then primary information is collected.

Fourth stage   . The selection of the most reliable, high-quality information takes place, and excess informational “noise” is excluded from subsequent work.

Fifth stage   . Information is accumulated, 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 in tables, graphics, etc., which is convenient for subsequent competent analysis.

Seventh stage   . Experts, marketing specialists and managers subject the data obtained as a result of marketing research to careful understanding, interpret them and draw conclusions and conclusions.

Eighth e t a p . Based on the findings and conclusions, forecasts are made of the future development of the market situation, consumer demands, the company's competitive position, etc. and proposals are being developed that provide an optimal solution to the problem posed to marketing research, which most often can be presented in the form of a report and a marketing plan (program) of market actions.

2. Marketing research of the import market

  skincare beauty products

2.1 Features of the market for cosmetic products

"Cosmetics" in Greek - "the art of decorating." Cosmetics originated simultaneously with the advent of man. Her story is closely connected with the level of development of culture, science, medicine. And although throughout the centuries-old history there have been periods of prosperity and decline, we can say 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 agents. A distinctive feature of the development of the cosmetic industry in our country is the widespread use of natural raw materials.

The development of the market of perfumes and cosmetics is also facilitated by the growth of the solvency of the population and the development of infrastructure. In addition, Russians are the most active in comparison with Western consumers of perfumes and cosmetics, they are willing to spend a large share of their income on these products.

The Russian cosmetic market, according to experts, takes 6th place in the ranking of the most dynamically developing markets, attracting the attention of both entrepreneurs and researchers. It is estimated that the capacity of the Russian cosmetic market is approximately $ 17-18 billion with sales of less than $ 4 billion per year. However, in 2000. the growth in sales of cosmetic products slowed down (see Appendix 2, table 4), and by 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 hand, little studied changes in it not taken into account by marketers.

According to the Russian Perfume and Cosmetic Association, until 2010, the average market growth rate will be 9.8%, and in 2011-2017. will decrease 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 well-being of the poor and their entry into the middle class. This trend will go beyond the boundaries of large cities and will be noticeable in the regions. As a result of this, according to forecasts, the level of expenses for perfumes and cosmetics in 2014 will approach $ 100 per person per year.

In addition, in the coming years, experts predict a gradual "erosion" of dividing the mass market into low, medium and high levels, there will remain a segment of mass cosmetics and luxury. Some consumers will switch to the luxury segment, ensuring its steady development. Thus, the consumption of luxury cosmetics in Russia will also increase, but the annual growth rate will decrease with a change in the attitude to perfumes and cosmetics as status and impulsive purchases. Extremely important for market growth is the development of regional distribution networks. Promising sales formats are considered to be “drogerie” stores, as well as the “drugstore” format, when perfumes and cosmetics are sold through pharmacy chains. New formats are gradually taking part of consumers from specialized mass-market stores. All this testifies to the formation in Russia of modern trade formats, the approach of the domestic market to world standards. It is expected that the level of consumption in Russia will approach 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 borne in mind that in each region the process of formation of the market for cosmetic products is not the same, and the range varies significantly due to differences in the location of domestic cosmetic industries and the supply of imported goods. The market situation is also affected by economic, demographic, climatic and other conditions in the regions.

Therefore, marketing research of regional markets and consumer preferences on them is relevant at present, since it is they, each individually, and not all-Russian indicators, that “provide” the most significant data for working in these markets. Such studies are already underway in a number of regions - for example, market research in the south of Russia, the Voronezh region and others. Consider an independent market research of imported cosmetics for skin care in Astrakhan.

3. Market research of imported

cosmetics for skin care Astrakhan

3.1 the process of marketing research of imported COP Astrakhan

The purpose of the study is to identify the motives, preferences and intentions of consumers, as well as an assessment of the used and updated cosmetics.

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

The questionnaire was attended by 58 people represented in various 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 years is considered to be able-bodied, and teenagers can decide on the purchase of certain cosmetic products themselves. This target group is also necessary to study teenage skin problems, as well as the attitude of adolescents to the consumer properties of cosmetic products used.

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

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

The next stage revealed the preferences of women and men in the proposed list of cosmetics. Studies have shown that for women (Fig. 8), the largest share in the assortment falls on hand cream (87.5%), face cream (80%) is average on foot cream (62.5%), scrub cream (62.5%). For men (Fig. 9), shaving creams and aftershave creams take the largest share (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 cosmetics were named: eye cream and eyelids (0.7%) and shaving foam (0.9%). It can be concluded that, in general, hand and face creams are most in demand.

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

Fig. 9. The structure of preferences for cosmetics in men.

Next, the ratio of cosmetics of imported and domestic brands (TM) was examined. The data obtained showed that the largest share is occupied by imported TM (62.4%), 10.7% of consumers choose the best option, that is, 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 older than 50 years (15%), they use cosmetics of domestic TM. Since before the assortment of cosmetic products was not large and did not pay attention to the brand, they bought more by habit or affordability at a price.

The next stage is the processing of information about the level of fame that was obtained during surveys of potential buyers about the imported TM cosmetic skin care products they know from the list.

As a result of the answers to the questionnaire 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 long been on the market and are easily remembered (if they are on the list), but recently they have lost ground to other, more actively advertised brands.

The averaged data show that the following indicators consider consumers to be very important: product efficiency and quality — in both cases, 100% of respondents rated “Important”, safety -85% (only 15% of respondents said “Relatively important”), and naturalness - 78% ( 22% - “Relatively important”), price and composition - 50% of consumers (32.5% - “Relatively important” and 17.5% - “No matter”) and benefits - 95% of respondents (5% consider that it is relatively important ) The indicators are relatively important for them: the brand - 45% of buyers (30% - important, 25% - it doesn’t matter) and appearance (packaging) - 53% (only 10% consider this indicator important, and 37% - generally unimportant). The novelty of the product is an unimportant indicator for modern consumers - 60.5% (12% is important and 27.5% is relatively important).

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