Sociometric assessment of brands of mineral water

Authors

DOI:

https://doi.org/10.15587/2312-8372.2019.186903

Keywords:

marketing research, mineral water market, sociometric analysis, brand rank, consumer factors

Abstract

Today, in conditions of intense competition and dynamic development of the market, brands play a major role in the sustainable development of the enterprise. It is the brands that provide security, confidence of competitors, strengthen the position of the product in the minds of consumers, facilitate the promotion of new products and conquer new niches in the market. It also strengthens the trust of partners providing the enterprise with access to human, financial, informational and other resources, and reduces the sensitivity of the consumer audience to the price factor. Of particular importance is the issue of brands in the mineral water market, where one of the most problematic places, in conditions of intense competition, is the presentation of comprehensive research, the identification of basic food needs and consumption characteristics of this particular product. Therefore, the object of this research is the process of sociometric assessment of mineral water brands.

A sociometric analysis of brands along with quantitative indicators is carried out; they are the most important qualitative criteria for assessing brands. A methodological approach to the sociometric assessment of brands in the mineral water market is proposed, the sociometric status and strength of brands are determined based on the assessment of the significance of its individual attributes. The presented brand rating allows to highlight the factors affecting the choice of a mineral water brand for a consumer audience. Sociometric surveys were conducted and a sociometric matrix and brand card were formed. The results of the analysis of sociometric assessment allow to identify the main trends in the consumption of mineral water, highlight the prospects for developing a brand leader strategy in the market through the introduction of innovative technologies, motivation and staff development. As well as developing programs for effective brand management and highlighting the main advantages of the brand.

Prospects for further research are monitoring and auditing the Ukrainian mineral water market, analysis of brand strategies and methods to increase the competitiveness of the brand as a whole.

Author Biography

Diana Fayvishenko, Kyiv National University of Trade and Economics, Kioto str., 19, Kyiv, Ukraine, 02156

PhD, Associate Professor

Department of Journalism and Advertising

References

  1. Mazaraki, A. A., Blank, I. O., Lihonenko, L. O., Huliaieva, N. M.; Mazaraki, A. A. (Ed.) (2006). Vnutrishnia torhivlia v Ukraini: ekonomichni umovy efektyvnoho rozvytku. Kyiv: Kyiv. nats. torh.-ekon. un-t, 194.
  2. Kendiukhov, O. V., Dymytrova, S. M. (2009). Marketynhova stratehiia pidpryiemstva: brend-pidkhid do vyznachennia efektyvnosti. Donetsk: DonUEP, 363.
  3. Piliushenko, V. L., Arakelova, I. O. (2013). Stratehiia innovatsiinoho upravlinnia sferoiu posluh na osnovi marketynhovoho pidkhodu. Marketynh i menedzhment innovatsii, 4, 133–142.
  4. Zainchkovskyi, A. O., Kushnirenko, A. M. (2011). Rozvytok intehratsiinoho prostoru na rynku mineralnoi vody. Nauk. pr. Nats. un-tu kharchovykh tekhnolohii, 41, 141–143.
  5. Oleksiuk, O. I. (2009). "Nevahome bahatstvo" rynku mineralno-stolovykh vod Ukrainy. Marketynh v Ukraini, 2 (54), 17–23.
  6. Pakhter, Yu. O. (2009). Mineralni vody yak vazhlyva skladova rozvytku kurortno-rekreatsiinoi sfery. Nauk. visn. UzhNU. Seriia "Ekonomika", 28, 45–48.
  7. Obzor kitaiskogo rynka pitevoi i mineralnoi vody. Available at: http://www.foodmarket.spb.ru/current.php?article=1096
  8. Erkomaishvili, G. G. (2003). Proizvodstvo mineralnykh vod v Gruzii i ego potrebitelskii rynok. Problemy sovremennoi ekonomiki. Evroaziiskii nauch.-analit. zhurn., 2 (6). Available at: http://www.m-economy.ru/art.php?nArtId=256
  9. Rynok mineralnoi vody v Ukraini. Available at: https://maxrise-consulting.com/rynok-mineralnoj-vody-ukrainy/
  10. Mineral Water, champion of the food industry. Available at: http://www.sleever.com/trends/solution/mineral-water-champion-of-the-food-industry
  11. Growth potential for global bottled water industry. Available at: http://www.foodbev.com/news/growth-potential-for-global-bottled-wate#.UuzPD9J3mAg
  12. Nielsen-shopportunities-2018. Available at: https://www.nielsen.com/ua/uk/events/2018/shopportunities-2018/
  13. Vodni resursy Ukrainy. Available at: http://www.nbuv.gov.ua/node/3972
  14. Derzhavna sluzhba Heolohii ta nadr Ukrainy. Available at: http://www.geo.gov.ua/groundwater/
  15. Obzor ukrainskogo rynka bezalkogolnykh napitkov 2017–2018. Available at: https://trademaster.ua/ryinki_food/312974
  16. Ukrinform. Available at: https://www.ukrinform.ua/rubric-other_news/2445181-servisi-zasnovani-na-vidkritih-danih.html

Downloads

Published

2019-11-21

How to Cite

Fayvishenko, D. (2019). Sociometric assessment of brands of mineral water. Technology Audit and Production Reserves, 6(4(50), 26–29. https://doi.org/10.15587/2312-8372.2019.186903

Issue

Vol. 6 No. 4(50) (2019): Economics of enterprises. Macroeconomics

Section

Reports on research projects

License

Copyright (c) 2019 Diana Fayvishenko

Creative Commons License

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

The consolidation and conditions for the transfer of copyright (identification of authorship) is carried out in the License Agreement. In particular, the authors reserve the right to the authorship of their manuscript and transfer the first publication of this work to the journal under the terms of the Creative Commons CC BY license. At the same time, they have the right to conclude on their own additional agreements concerning the non-exclusive distribution of the work in the form in which it was published by this journal, but provided that the link to the first publication of the article in this journal is preserved.