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The Analytical Report about completed research of the market of marketing services in Dnipropetrovsk Region (excerpt) |
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1. The goal if the research
To reveal demand for marketing services in Dnipropetrovsk Region.
2. The tasks
- To reveal the market segments, most pressingly in need of marketing researches.
- To reveal periodicity of the marketing researches, being performed.
- To assess the quality level of the researches, being performed (according to respondents? opinion).
3. The research method
The research was carried out by the CATI method, in February 2003.
The respondents were chosen from among the managerial staff of enterprises and companies — directors, commercial directors, heads of marketing services/departments, marketing managers, i.e. the immediate decision-makers as regards organization of the researches (trainings) or the persons, having an influence upon the decision-making.
4. Formation of sampling for the study
The sampling was formed on a random basis, from among production and trading companies of Dnipropetrovsk Region. It included companies from the towns of Dniprodzerzhynsk, Nikopol, Verkhniodniprovsk, Vilnohirsk.
| The volume of sampling |
550 |
| The total number of questionnaires filled in |
195 |
| The number of analyzable interviews carried out |
167 |
5. Main industries and business fields, involved in the inquiry
The inquiry was performed in the companies and enterprises within the industries and business fields, as represented in Table 1.
Table 1 features the data on companies, involved in the research, in their actual and relative numbers.
Table 1
The number of enterprises within each industry/business field, participating in the inquiry
| “The kind of economic activity code” (KVED) |
Industry/Business field |
Frequency |
Percent |
| 1 |
Home appliances, trade |
26 |
15,6 |
| 15 |
Metallurgy |
22 |
13,2 |
| 17 |
Metalworking |
3 |
1,8 |
| 21 |
Real estate business |
1 |
0,6 |
| 24 |
Wholesaling and commercial mediation |
46 |
27,5 |
| 25 |
Food processing industry |
27 |
16,2 |
| 27 |
Paper/cardboard production |
2 |
1,2 |
| 28 |
Machine building/equipment manufacture |
5 |
3,0 |
| 29 |
Production and trade of furniture |
5 |
3,0 |
| 36 |
Rubber & plastic industries |
1 |
0,6 |
| 45 |
Agriculture and farming |
2 |
1,2 |
| 50 |
Insurance business |
1 |
0,6 |
| 51 |
Construction |
3 |
1,8 |
| 52 |
Textile industry |
1 |
0,6 |
| 65 |
Vehicle trade |
5 |
3,0 |
| 66 |
Banking, financial intermediation |
9 |
5,4 |
| 70 |
Chemical industry |
8 |
4,8 |
| |
Total |
167 |
100 |
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The largest numbers from among the inquired companies were those from the branches of:
- wholesaling — 27.5 %;
- food industry — over 16%;
- home appliance industry/trade — over 15%;
- metallurgy-related companies (production and trade of metals) and those from the filed of metalworking contributed around 15% together to the total number of companies.
6. Assessment of the research needs in different segments
Table 2
Assessment of the need in marketing research, performed by outsiders (N=115)
| Research, performed with the help of marketing companies |
| Answers |
Frequency |
Percent |
| Yes |
15 |
13,04 |
| No |
95 |
82,61 |
| Total |
110 |
95,65 |
| Absent |
5 |
4,35 |
| Total |
115 |
100,00 |
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The services of marketing companies are requested by 13% of firms and enterprises. More than 82% of companies perform the studies on their own. According to the company «Vseukrainskya Spravka» (All-Ukrainian Information Service), there are 20,000 enterprises of various forms of ownership, registered within the territory of Dnipropetrovsk Region. Director of this company has said that out of this number there are around 14,000 companies, actually operating in Dnipropetrovsk.
The main segments of marketing service consumers
- FMCG wholesalers, including drugs — over 28%.
- Home appliance traders — 17.4%.
- Food processing enterprises — over 12%.
- Metallurgy-related businesses — around 11%.
- Chemical industry enterprises and banking business — 6% each.
7. Periodicity of the researches
Table 3
Frequency (periodicity) of the researches (N=115)
| Frequency of the researches |
| Frequency |
The number |
Percent |
| Once a month |
28 |
24,35 |
| Once a quarter |
11 |
9,57 |
| Once in 6 months |
6 |
5,22 |
| Once a year |
6 |
5,22 |
| Less than once a year |
5 |
4,35 |
| Constantly, single-handedly |
46 |
40,00 |
| Total |
102 |
88,70 |
| Absent |
13 |
11,30 |
| Total |
115 |
100,00 |
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More than 40% of companies perform the researches on a regular basis, single-handedly. This is a price analysis and an analysis of competition. The responsible persons for the researches are usually managers of sales departments.
Table 4 represents data about availability of marketing departments in companies within different industries/business fields.
Table 4
Availability of marketing departments in different industries/business fields
| Industry/business field |
Availability of marketing department |
Total |
| Yes |
No |
| Agriculture |
The number |
1,00 |
1,00 |
2,00 |
| % îf Availability of marketing department |
1,27 |
1,14 |
1,20 |
| Food processing industry |
The number |
13,00 |
14,00 |
27,00 |
| % îf Availability of marketing department |
16,46 |
15,91 |
16,17 |
| Textile industry |
The number |
1,00 |
|
1,00 |
| % îf Availability of marketing department |
1,27 |
|
0,60 |
| Paper/cardboard production |
The number |
2,00 |
|
2,00 |
| % îf Availability of marketing department |
2,53 |
|
1,20 |
| Chemical industry |
The number |
6,00 |
2,00 |
8,00 |
| % îf Availability of marketing department |
7,59 |
2,27 |
4,79 |
| Rubber & plastic industries |
The number |
|
1,00 |
1,00 |
| % îf Availability of marketing department |
|
1,14 |
0,60 |
| Metallurgy |
The number |
10,00 |
12,00 |
22,00 |
| % îf Availability of marketing department |
12,66 |
13,64 |
13,17 |
| Metalworking |
The number |
1,00 |
2,00 |
3,00 |
| % îf Availability of marketing department |
1,27 |
2,27 |
1,80 |
| Machine building/equipment manufacture |
The number |
3,00 |
2,00 |
5,00 |
| % îf Availability of marketing department |
3,80 |
2,27 |
2,99 |
| Production and trade of furniture |
The number |
2,00 |
3,00 |
5,00 |
| % îf Availability of marketing department |
2,53 |
3,41 |
2,99 |
| Construction |
The number |
2,00 |
1,00 |
3,00 |
| % îf Availability of marketing department |
2,53 |
1,14 |
1,80 |
| Trade of vehicles |
The number |
4,00 |
1,00 |
5,00 |
| % îf Availability of marketing department |
5,06 |
1,14 |
2,99 |
| Wholesaling and commercial mediation |
The number |
15,00 |
31,00 |
46,00 |
| % îf Availability of marketing department |
18,99 |
35,23 |
27,54 |
| Home appliances, trade |
The number |
15,00 |
11,00 |
26,00 |
| % îf Availability of marketing department |
18,99 |
12,50 |
15,57 |
| Banking, financial intermediation |
The number |
3,00 |
6,00 |
9,00 |
| % îf Availability of marketing department |
3,80 |
6,82 |
5,39 |
| Insurance business |
The number |
1,00 |
|
1,00 |
| % îf Availability of marketing department |
1,27 |
|
0,60 |
| Real estate business |
The number |
|
1,00 |
1,00 |
| % îf Availability of marketing department |
|
1,14 |
0,60 |
| Total |
The number |
79,00 |
88,00 |
167,00 |
| % îf Availability of marketing department |
100,00 |
100,00 |
100,00 |
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8. Quality assessment of the performed researches
The inquires included the question about the degree of satisfaction with the research results, irrespective of whether the companies performed the researches on their own or with the help of marketing companies. The results are represented in Table 5.
Table 5
Assessment of the researches performed (N=115)
| Satisfaction with the research results |
| The degree |
Frequency |
Percent |
| Completely dissatisfied |
1 |
0,87 |
| Rather dissatisfied than vice versa |
24 |
20,87 |
| Rather satisfied than vice versa |
43 |
37,39 |
| Completely satisfied |
25 |
21,74 |
| The total number of respondents |
93 |
80,87 |
| Absent |
22 |
19,13 |
| Total |
115 |
100,00 |
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Around 22% of the respondents have been completely satisfied with the results of the researches, 37 percent were rather satisfied than not, 22 percent were completely or partially dissatisfied.
From among the companies, which perform the studies on their own, 25% were completely satisfied with the research.
Table 6 represents the data about satisfaction of companies with the researches, performed through the agency of marketing firms.
More than 31.6% of companies are completely satisfied with the results. 26.3% of the respondents are rather dissatisfied than satisfied, irrespective of whether the researches have been performed on their own or with the help of outsiders.
Table 6
Satisfaction with results of researches, made with the help of outsider companies
| Assessment |
Frequency |
Percent |
| Rather dissatisfied than vice versa |
5 |
26,3 |
| Rather satisfied than vice versa |
6 |
31,6 |
| Completely satisfied |
5 |
26,3 |
| Total |
16 |
84,2 |
| Absent |
3 |
15,8 |
| Together |
19 |
100 |
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