Abstract

The aim of the article. In this paper we have identified the factors of consumer capital, which are accounted in the process of strategic planning on the confectionery enterprises. The results of the analysis. For consumer capital growth it is necessary to consider the features of consumer needs in the strategic planning of the company. A behavior is characterized by the volume and frequency of purchases. Consumer capital is often understood as «capital of relations». In this sense, it includes contracts and agreements, reputation, brand, trademarks, distribution channels and product portfolio, relationships with consumers. Sociological data needed in the allocation of a certain market for groups of consumers are public. For this information analyzing we should use data from different sources, and to consider the thoughts and intuition leadership concerning the market situation. The main task of this research is to identify groups of customers with varying degrees of receptivity of products and brands. To assess consumer capital of confectioner enterprises we have provided market research in 2012 in Donetsk. In conducting marketing research (processed 50 customers) the degree of confidence probability was 95 %, confidence interval – 10,04%. This made it possible to identify the benefits and demands of confectionery consumers, as well as to determine the factors that motivate them to buy. 50 % of respondents often choose products of brand «Roshen». Consumers of PA «Konti» products there are 40 %. Wide range of products, favorable prices, quality products etc. allow «Konti» company to win a large market share of confectionery in the country. On the third place there is «AVK» company. Products of this corporation are bought by 32% of respondents. Note that the «AVK» company is the market leader in Ukraine in category of chocolate candy. More than a half of respondents (56%) choose this type of confectionery like chocolate candy. 46 % of respondents prefer cookies. Bars and tiles are bought by 24% of consumers. All of these products and those who scored less interest are presented in a wide range of each trading firms that were mentioned earlier. Conclusions and directions of further researches. The results of the research give us opportunity to form conclusions: wide range of products, favorable prices, quality products allow corporations to gain a large market share of confectionery in the country; to estimate consumer capital of confectionery enterprises we need to conduct market research that will help identify the benefits and demands of its consumers, as well as to determine the factors that motivate them to buy; in the process of developing the strategic planning of confectionery industry we need to segment the market of consumers that will enable to develop effective measures to increase profits; ideal buyers confectionery products (according to the research) are women of 25, which income is up to 2000 USD with higher education who buy confectioneries weekly at the supermarket.

Keywords: consumer capital, segmentation, type, strategic planning, enterprises of confectionery industry

Cite as: Ibragimov, E. (2013). The influence of consumer capital to the formation corporate strategic planning system of confectionery enterprises. Marketing and Management of Innovations, 1, 218-228. https://doi.org/10.21272/mmi.2013.1-20

This work is licensed under a Creative Commons Attribution 4.0 International License

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