• Custom Research
  • Consumer Tracking
  • HealthCare
  • Automotive
  • Industrial Goods
  • Telecoms
  • Retail
  • Politics and Social
  • Consumer Goods
  • Financials
  • IT market
  • Durable goods
  • Qualitative research
  • Regular Research
• Retail &Technology
• Media

Retail Study in Ukraine

Under current economic environment when competition among retailers for consumers becomes more severe, leading market players need complete information about peculiarities and changes in shopping behavior of Ukraine’s residents. We offer a ready-for-use research, the main goal of which is to analyze buying behavior of Ukrainians during choosing and purchasing different FMCG products. The research results are oriented primarily on retail chains selling FMCG goods, developers and operators of trade centers, as well as producers selling their products in retail chains.

The research is to answer the following questions:

• Where do Ukraine’s residents buy different goods?
• Why do they prefer different shopping places and retail chains?
• How do they evaluate the work of different retail chains?
• How often do they buy different products in different shopping places?

We consider the following main FMCG groups: vegetables and fruits, fish, meat/semi-prepared foods,bread/bakery products, alcoholic drinks, beer, soft drinks, dairy produce, groceries/canned products,
confectionery, detergents, cosmetics, personal hygiene products, cigarettes, coffee/tea.

Research design

Retail study reflects buying behavior of population living in Ukrainian cities with population over 50 000 inhabitants. During November-December 2008, 1000 face-to-face interviews were conducted. A respondent was a person in a household responsible for daily purchases of food and non-food fast moving consumer goods.

Elements of the following techniques appeared in the analysis:

• GfK Loyalty Plus® – to evaluate shopper loyalty to the main shopping place and to measure the effect of different indicators of stores performance on the loyalty level;
• GfK*NAVIGATOR® – to identify gaps and niches in the supply of services by retail chains (priority matrix for stores performance characteristics).