Разработка целевого рынка краски для волос фирмы ООО "КАПУС КОСМЕТИКС"

показатель

оценка

Очень важно

Важно

Не важно

Цена

Вид краски

Цвет

Консистенция

Номер и содержание вопроса анкеты

Порядковые номера опрошенных по вариантам  ответов

да

нет

1.Пользуетесь ли Вы краской  для волос?

140 человек(93,3%)

10 человек(6,7%)

Garnier

L’Oreal

Schwarzkopf

Londa

Wella

Estel

другое

2.Краску для волос какой марки  Вы предпочитаете?

1,3,10,12,16,17,24,29,40,41,42,43,44,58,59,60,69,70,78,79,90,93,101,114,108,109,115,116,117,127,132(31 чел.22,14%)

2,8,11,15,22,30,32,46,47,45,48,49,65,71,72,88,89,94,100,110,112,113,122,128,129,131,140, 36,54,134 (27 чел.19,28%)

4,6,14,21,31,50,51,61,62,66,73,74,75,76,86,87,91,99,111,121,126,130,139(23 чел,16,42%)

5,7,9,13,20,25,33,52,53,63,68,84,85,98,102,107,119,120 (19 чел,13,57%)

18,19,23,34,38,39,64,77,82,83,95,106,118,123,124,133,138(17 чел,12,14%)

26,28,35,55,81,92,97,96,105,125,135(11 чел,7,85%)

27,37,56,57,67,80,103,104,136,137(12 чел,8,57%)

оттеночные средства

полустойкие краски

стойкие краски

натуральные краски

3.Какие виды красок Вы предпочитаете?

4,6,7,8,15,16,23,27,28,32,33,55,56,63,64,69,70,77,83,85,95,99,100,106,107,111,118,123,130,137(30 чел.,21,42%)

5,12,13,14,21,22,26,31,40,41,42,46,47,48,49,50,59,62,68,71,72,76,81,82,89,94,98,101,104,105,112,113,119,120,122,129,138(37 чел.,26,42%)

109,110,114,116,1,2,3,9,10,11,17,18,19,20,25,30,34,35,36,37,38,39,43,44,45,51,52,53,54,57,65,66,67,73,74,75,79,80,84,86,87,90,91,92,93,97,102,103,108,121,124,125,127,131,132,134,135,136,139,140(60чел,42,85%)

24,29,58,60,61,78,88,96,115,117,126,128,133(13чел,9,28%)

темные оттенки

светлые оттенки

другие (укажите)

4.В какой тон Вы обычно  окрашиваете волосы?

1,2,3,7,8,11,14,15,19,20,21,27,28,34,35,36,38,39,40,44,45,47,48,53,54,55,59,60,61,65,66,69,70,73,74,78,79,82,83,85,86,87,92,93,94,95,98,99,103,104,106,107,108,113,114,115,118,134,120,121,124,125,126,129,130,133,138(67 чел.,47,85%)

9,10,12,13,16,22,23,24,32,33,41,46,50,51,52,57,58,62,63,67,71,72,76,77,80,84,90,91,97,100,105,111,117,119,127,131,135,137,139(39 чел,27,85%)

4,5,6,17,18,25,26,29,30,31,37,42,43,49,56,64,68,75,81,88,89,96,101,102,109,110,112,116,122,123,128,132,136,140(34 чел,24,28%)

Кремовая

Гелевая

Мусс

5.Краску какой консистенции  Вы предпочитаете?

1,2,6,7,8,12,15,16,17,18,22,24,25,28,29,33,34,35,36,37,38,44,45,46,49,50,51,52,53,55,56,60,63,67,68,72,73,74,77,78,79,80,82,83,84,85,89,90,91,96,98,99,100,103,104,106,110,112,113,114,116,122,123,126,128,129,132,133(68 чел,48,5%)

9,13,27,41,42,47,58,59,61,66,76,92,93,95,101,105,109,115,117,118,121,124,125,130,136,138(26 чел,18,5 %)

3,4,5,10,11,14,19,20,21,23,26,30,31,32,39,40,43,48,54,57,62,64,65,69,70,71,75,81,86,87,88,94,97,102,107,198,111,119,120,127,131,134,135,137,139,140(46 чел,32,8%)

в домашних условиях

в салоне красоты

6.В каких условиях вы обычно  окрашиваете волосы?

3,4,7,8,12,18,21,22,26,34,38,40,41,45,46,49,50,53,56,57,60,61,64,65,69,70,73,74,77,78,88,90,96,97,101,108,109,112,113,114,118,119,120,124,131,132,133,136,137(49 чел,35%)

129,130,134,135,138,139,140,1,2,5,6,9,10,11,13,14,15,16,17,19,20,23,24,25,27,28,29,30,31,32,33,35,36,37,39,42,43,44,47,48,51,52,54,55,58,59,62,63,66,67,68,71,72,75,76,79,80,81,82,83,84,85,86,87,91,92,93,94,95,98,99,100,102,103,104,105,106,107,110,111,115,116,117,121,122,123,125,126,127,128(91 чел,65%)

раз в месяц

раз в три месяца

раз в пол года

раз в год и реже

7.Как часто Вы покупаете краску?

1,2,3,6,7,10,14,15,17,18,21,22,23,25,26,29,30,33,34,35,36,37,44,45,46,47,48,49,50,55,56,57,58,59,60,65,66,67,71,72,73,74,75,81,82,83,87,88,89,90,102,103,104,109,110,114,115,116,120,121,122,123,124,135,136,137(66 чел,47,1%)

4,5,11,16,24,27,28,38,41,42,43,51,52,61,68,76,77,84,91,92,93,99,100,101,105,106,107,108,117,118,119,125,126,131,132,133,138,139(38 чел,27,1%)

8,12,19,31,39,44,53,62,69,78,85,94,97,98,111,127,128,130,134,140,(20 чел,14,3%)

9,13,20,32,40,54,63,64,70,79,80,86,95,96,112,113,129 (17 чел,12,1%)

супермаркет, гипермаркет и др.

салон красоты

интернет-магазин

специализированный магазин

8.Где вы предпочитаете покупать  краску для волос?

1,2,5,6,9,10,11,13,14,15,16,17,31,32,33,42,43,44,47,48,51,52,54,55,58,59,80,82,83,84,85,86,98,99,100,102,103,107,108,111,112,113,116,117,118,119,120,125,127,128,131,134,136,137,138,139, 60,61,64,65,69,78,101,109,110,121,126,140,74 (69чел,49,3%)

3,4,7,8,12,18,21,22,26,34,38,40,41,45,46,49,50,53,56,57, (20 чел,14,2%)

19,20,35,36,37,39,87,91,92,93,94,95,105,106,115,70,73,77,90,97,122,124,129,133,135(25 чел,17,9%)

89,23,24,25,27,28,29,30,62,63,66,67,68,71,72,75,76,81,79,104,114,88,96.123,130,132(25 чел,17,9%)

одна упаковка

две упаковки

три и более упаковок

9.В каких количествах Вы покупаете  краску для волос за один  раз?

1,2,3,4,5,8,16,17,18,24,25,31,32,33,34,35,41,45,51,52,60,61,62,63,71,77,78,84,85,86,87,94,95,104,105,112,113,116,117,118,119,120,124,125,129,130,134,135,136,139,140(51 чел,36,4%)

6,7,9,12,13,14,22.23,26,27,28,36,37,38,39,40,46,47,48,58,59,64,67,68,69,70,74,75,76,79,80,81,82,83,88,90,91,92,93,96,97,98,100,101,102,103,110,111,114,121,122,123,126,127,128,132,133(57 чел,40,7%)

10,11,15,19,20,21,29,30,42,43,44,49,50,53,54,55,56,57,65,66,72,73,89,99,106,107,108,109,115,131,137,138(32 чел,22,8%)

70-150 рублей

160-250 рублей

260 и выше

10.Краску для волос какой ценовой  категории Вы предпочитаете?

1,3,10,12,16,17,24,29,40,41,42,43,44,58,59,60,69,70,78,79,90,21,31,74,26,28,35,55,81,92,97,96,105,125,135,27,37,99,111,130,139,93,101,114,116,117(46 чел,32,8%)

127,132,15,22.30,32,46,47,49,65,2,8,11,45,48,71,72,88,89,4,6,14,50,51,61,62,66,73,75,76,86,87,91,5,7,9,13,20,25,33,52,53,63,68,84,85,36,54,56,57,67,80,98,102,107,119,120,134,121,126,108,109,115(63 чел,45%)

18,19,23,34,38,39,64,77,82,83,103,104,136,137,95,106,118,123,124,133,138,94,100,110,112,113,122,128,129,131,140(31 чел,22,1%)

Очень важно (3)

Важно(2)

Не важно(1)

11.Оцените степень важности характеристик.

Цена

1,3,10,12,16,17,24,29,40,41,42,43,44,58,59,36,54,56,57,67,80,98,102,107,121,126,108,113.122,128,129,114,116,117,15,22,30,32,46,47,49,94,100,110,112, 71,72,119,140,134,131(51 чел,36,4%)

95,106,118,123,124,123,60,69,70,78,79,90,21,31,74,26,66,73,75,76,86,87,91,5,7,9,13,20,25,33,52,53,63,68,84,85,109,18,19,23,34,38,39,64, 136,137,28,35,55,81,92,97,96,105,125,135,27,37,99,111, 124,133,138,139,93,101,65,2,8,11,45,48,(73 чел,52,1%)

130,88,89,4,6,14,50,51,61,62,115,77,82,83,103,104(16 чел,11,4%)

Вид краски

114,116,117,15,22,30,32,46,47,49,94,100,110,112,124,133,138,139,93,101,65,2,8,11,45,48,71,72,119,140,134,131,140(33 чел,23,5%)

136,137,28,35,55,81,92,97,96,105,125,135,27,37,99,111,130,88,89,4,6,14,50,51,61,62,115,77,82,83,103,104, 91,5,7,9,13,20,25,33,52,53,63,68,84,85,109,18,19,23,34,38,39,64, 98,102,107 (57 чел,40,7%)

95,106,118,123,124,123,60,69,70,78,79,90,21,31,74,26,66,73,75,76,86,87, 1,3,10,12,16,17,24,29,40,41,42,43,44,58,59,36,54,56,57,67,80, ,121,126,108,113,122,128,129(50 чел,35,7%)

Цвет

95,106,118,123,124,123,60,69,70,78,79,90,21,31,74,26,66,73,75,76,86,87,91,5,7,9,13,20,25,33,52,53,63,68,84,85,109,18,19,23,34,38,39, 47,64,136,137,28,35,55,81,92,97,96,105,125,135,27,37,99,111,130,88,89,4,6,14,50,51,61,62,115,77,82,83,103,104(75 чел,53,5%)

124,133,138,139,93,101,65,2,8,11,45,48,71,72,119,140,134,131,140,114,116,117,15,22,30,32,46, ,49,94,100,110,112,1,3,10,12,16,17,24,29,40,41,42,43,44,58,59,36,54,56(50чел,35,7%)

57,67,80,98,102,107,121,126,108,113.122,128,129(13 чел,9,3%)

Консистенция

95,106,118,123,124,123,60,69,70,78,79,90,21,31,74,26,66,73,75,76,86,87,91,5,7,9,13,20,25,33,52,53,63,68,84,85,109,18,19,23,34,38,39,64,136,137,28,35,55,81,92,97,96,105,125,135,27,37,99,111,130,88,89,4,6,14,50,51,61,62,115,77,82,83,103,104 (76 чел,54,2%)

114,116,117,15,22,30,32,46,47,49,94,100,110,112,124,133,138,139,93,101,65,2,8,11,45,48,71,72,119,140,134,131,140(33 чел,23,5%)

1,3,10,12,16,17,24,29,40,41,42,43,44,58,59,36,54,56,57,67,80,98,102,107,121,126,108,113.122,128,129(31 чел,22,1%)

до 20

20-30

31-45

46-55

Старше 55

12.Укажите Ваш возраст.

1,3,10,12,16,17,24,29,40,41,42,43,44,121,126,108,113 (17 чел,12,1%)

95,106,118,123,124,127,60,69,70,78,79,90,21,31,74,26,66,73,75,76,86,87,91,5,7,9,13,20,25,33,52,53,63,68,84,85,109,18,19,23,34,38,39, 64, (44 чел,31,4%)

136,137,28,35,55,81,92,97,96,105,125,135,27,37,99,111,130,88,89,4,6,14,50,51,61,62,115,77,82,83,103,104, (33 чел,23,5%)

124,133,138,139,93,101,65, ,48,71,72, 58,59,36,54,56,57,67,80,98,102,107, 140,134,131,120, 46,47  (27 чел,19,3%)

114,116,117,15,22,30,32 ,49,94, ,112,132, 122,128,129 , 2,8,11,45,119,127, 100,110  (22 чел,15,7%)

учащийся,студент

предприниматель

рабочий

служащий

пенсионер

13.Укажите род занятий.

1,3,10,12,16,17,24,29,40,41,42,43,44, ,121,126,108,113, 95,106,118,123,124,60,69,70,78,79,90,21(29 чел,20,7%)

50,51,61,62,115,77,82,83,103,104,124,133,138,139,71,72(18 чел,12,8%)

31,74,26,66,73,75,76,86,87,91,5,7,9,13,20,25,33,52,53,63,68,84,85,109,18,19,23,34,38,39,64,136,137,28,35,55,81,92,97,96,105,125,135,27,37,14,93,101,65,48,32,46,47,49, , 140, 134, 120, 131, 107,58,59,36,54,56,57,67,80,98,102   (58 чел,41,4%)

99,111,130,88,89,4,6(7 чел,5%)

114,116,117,15,22,30,94,112,132, 122,128,129 , 2,8,11,45,119,127, 100,110, (20 чел,14,3%)

до 5000 рублей

5000-10000 рублей

11000-15000 рублей

больше 15000

14.Ваш ежемесячный доход на  одного члена семьи.

12,16,17,24,29,41,42,43,56,57,67,126,108,113,122,128,129,95,106,118,123,124,60,69,70,78,79,90,21, 137,28,35 (32чел,22,8%)

1,3,10,40,44,36,54,80,98,102,107,121,114,116,117,15,22,30,2,8,11, 27,37,14,93,101,65 (27 чел,19,3%)

58,59,31,74,26,66,86,87,91, 39,64,136,135,13,20,25,33,109,18,19,55,81,92,97,96,105,125,48,32,94,112,45,119, 23,34,38, 72,131,140,73,75,76,5,7,9,52,53,63,68,84,85 (51 чел,36,4%)

120,134,46,47,49,100,110,99,111,130,88,89,4,6,50,51,61,62,115,77,82,83,103,104,124,133,138,139,71,127 (30 чел,21,4%)