Determining Awareness of the Term 'Black Russian' in Major Ukrainian Cities

Research objective:

to determine the level of awareness among residents of large Ukrainian cities about the term Black Russian.

In the course of the sociological research, it was necessary to ascertain the recognition of this term in quantitative terms, namely the ratio of potential consumers aware of the term to their total number.

Object of research:

the active population of large Ukrainian cities aged 18 and over.

Research tasks

1. To identify the presence/absence of any associations among Ukrainian consumers with the term Black Russian, as well as their content.
2. To find out how accurate the information consumers familiar with the term have is.
3. To determine how much more widespread knowledge of Black Russian is among the target audience for alcoholic products compared to the general population. According to previously conducted marketing research, the target audience for alcoholic beverages — is predominantly people aged 18 to 35 who periodically or frequently consume alcoholic beverages.