Consumer market for laundry detergents, April 2003
A marketing research study was conducted in the end
of April 2003 to explore and evaluate the market for the different
brands of washing powder in Bulgaria. The survey was representative
of the country's adult population. The size of the multi-stage cluster
sample was N=1077 respondents from across the country. Information
was collected by the method of the face-to-face interview at respondents'
homes.
The summarized data show that the most often purchased brands of
washing powder are Test, Bonux, Ariel
(Table 1).
TABLE 1. THE MOST OFTEN PURCHASED LAUNDRY DETERGENT
BRAND
|
Most purchased brand |
TEST |
25,8 |
BONUX |
18,0 |
Ariel |
14,4 |
Eho |
10,3 |
Dero |
6,1 |
Tide |
4,1 |
OMO |
3,7 |
Tema |
3,4 |
REX |
2,3 |
Persil |
1,8 |
Gala |
1,0 |
ESSEX |
0,8 |
AVA |
0,1 |
Teo Bebe |
0,4 |
Bebe |
0,2 |
Viki |
0,0 |
Other |
4,2 |
Base N = 961 (washing-powder consumers)
The respondents cited Ariel as the most popular brand,
followed by Test and Bonux (Figure 1). However, the data
indicate that price is one of the chief brand choice criteria. Bulgarian
consumers are more inclined to compromise on quality in favor of
a lower price, than spend more money on higher-quality detergents.
FIGURE 1. MOST POPULAR LAUNDRY DETERGENT BRAND
Base N = 961 (washing-powder consumers)
A detailed analysis of the problem areas
studied can be found in the full version of the report on the Consumer
Market for Laundry Detergents in Bulgaria. The report can be
purchased from Vitosha Research and contains the following indicators:
- Market size.
- Assessment of the market shares of the most
popular laundry detergent brands.
- Consumer loyalty.
- Brand loyalty.
- Attitudes to brand consumption in the
future.
- Consumer tastes.
- Most often used brand.
- Ranking of the brands by popularity.
- Consumer profile.
- Brand preferences by demographic profile: sex,
age, marital status, number of children in the household,
incomes.
- Brand quality evaluation.
- Quality
- Price
- Effectiveness
- Value-for-money evaluation.