Marketing Research of the Bakery and Confectionery Supplies Market

Two research objectives were defined

1. To determine the volume of the online market for baker and confectioner supplies in the B2C segment.
2. To determine the consumer behavior model when choosing an online store for baker and confectioner supplies.

Accordingly, given the research objectives, there were also two methods for obtaining information

1. Online survey
2. Qualitative interviews with elements of an experiment

About the Research Process

1. The marketing research was conducted throughout Ukraine (excluding the AR Crimea and the partially occupied Donetsk and Luhansk regions).
2. During the online survey, the consumption volumes of baker and confectioner supplies and the volume of homemade baked goods produced by potential clients were studied. The researchers also tracked consumption dynamics, identified the ratio of online to offline purchases, and made a consumption forecast for 2016.
3. During the qualitative interviews with the potential audience, it was determined what consumers pay attention to when visiting an online store for the first time. We asked respondents to evaluate online stores while observing their actions and comments live. During the observation, we learned on what basis buyers make purchasing decisions, as well as what those who order goods online like and dislike the most.

Research Results

• Based on the survey results, important information about the regions of Ukraine was obtained, allowing for adjustments to the company's strategic plans for regional development and expansion.
• Following the in-depth interviews, recommendations were developed, according to which the client plans to update their online store to make it more convenient and interesting for users.