Маркетингові дослідження ринку мийних косметико-гігієнічних засобів

Abstract

Наоведено аналіз основних тенденцій розвитку асортименту мийних косметико-гігієнічних засобів на підприємствах Харківського регіону в сучасних умовах; визначено основні споживчі переваги у мийних косметикогігієнічних засобах; проведено анкетування серед споживачів мийних косметичних засобів у м. Харкові.

This article reveals the definition of individual consumer needs and the factors influencing the formation of needs for washing cosmetic , analyzes the main trends in Kharkov market range of cosmetics and hygienic washing means with identifying the characteristics of its formation, defines consumer preferences in washing cosmetics-hygienic products and the most competitive washing cosmetics among the domestic goods. To study the consumer preferences in washing cosmetics-hygienic products a marketing research was conducted. The purpose of the research is to determine the state of demand in the market of washing cosmetichygienic products on the major commodity groups, the impact of basic consumer properties of shampoos, bathing and toilet soaps decisions on decisions of purchase and competitiveness of these commodities groups of domestic products. It was found that the commercial range of domestic production at this stage constitutes a separate segment on the regional market;it is rapidly increasing its market share becoming more systematic and sustainable. It is also found that during the study of consumer preferences in washing cosmetic-hygienic products the consumer awareness of the washing cosmetic- hygienic market is insignificant.