Kkvlevis dizaini

1. Kkvlevis dizaini kvlevisareali: Tbilisi meTodi: raodenobrivi teqnika: satelefonogamokiTxva SerCeva: #120 respodenti (saSualo/maRalSemosavliani) 2009w. marti

2. raporti BZiriTadi mizani da amocanebi mizani: • samomxmareblo bazris kvleva amocanebi: • samomxmareblo loialoba • xorcproduqtebis mwarmoebel kompaniebs Soris momxmarebelTa gadanawilebis tendencia • momxmareblebis ndoba/reputacia kompaniebis mimarT • ndoba/reputaciis cvlilebis dinamika • nikoras safirmo maRaziebSi momxmarebelTa kmayofileba momsaxurebis xarisxis mimarT • romeli kompaniis produqciiT ar isargeblebda momxmarebeli SeniSvna: nebismieri informacia gamokiTxul respodentTa raodenobidan gamomdinare miRebuli unda iyos tendenciis doneze da misi ganzogadeba samomxmareblo bazarze ar SeiZleba.

3. samomxmareblo loialoba SerCeuli mwarmoeblisadmi N=120 gamokiTxuli 120 momxmareblidan: • 59,2% - loialuri momxmarebelia (sargeblobs erTi mwarmoeblis produqciiT) • 39,2% - araloialuri momxmarebeli (sargeblobs ori mwarmoeblis produqciiT) • 1,6% - araloialuri momxmarebeli (sargeblobs sami mwarmoeblis produqciiT)

4. Lloialuri momxmareblebis klasifikacia N=71 loialuri momxmareblidan (71 momx.) : • 82% (58 momx.) nikoras loialuri momxmarebelia (sargeblobs mxolod nikoras produqciiT) • 11% Sinxoferi (sargeblobs mxolod SirnxoferiT) • 4,2% vake (sargeblobs mxolod vakeTi) • 1,4% miTana (sargeblobs mxolod miTanaTi) • 1,4% ioli (sargeblobs mxolod ioliT)

5. Aaraloialur momxmarebelTa gadanawileba N=49 49 araloialuri momxmareblis kombinacia (sargeblobs ramdenime mwarmoeblis produqciiT): • 59,18% (29 momx.) nikora - Sirnxoferi • 8,16% (4 momx.) nikora-vake • 10,20% (5 momx.) nikora – miTana • 6,12% (3 momx.) nikora – ioli • 4% (2 momx.) nikora - zeikiZe • 2% (1 momx.) nikora – delikomi • 2% (1 momx.) nikora – axali produqti • 2% (1 momx.) miTana - ioli • 2% (1 momx.) Sinx – ioli • 4% (2 momx.) nikora- miTana – Sirnx.

6. Nnikoras xorcproduqtebis produqciiT sargeblobis qronologia N=105 nikoras produqciis 105 momxmareblidan (loialuri + araloialuri) • 5,7% nikoras produqciiT sargebloba daiwyo mxolod bolo erTi welia • 94,3% kompanis daarsebidan 2007 wlis CaTvliT sxvadasxva dros gaxdnen momxmareblebi

7. NSirnxoferis xorcproduqtebis produqciiT sargeblobis qronologia N=40 Sirnxoferis produqciis 40 momxmareblidan (loialuri + araloialuri): • 42,50% Sirnxoferis produqciis momxmarebeli gaxda mxolod bolo erTi welia • 57,50% kompanis daarsebidan 2007 wlis CaTvliT sxvadasxva dros gaxdnen momxmareblebi

8. momxmareblebis ndoba/reputacia kompaniebis mixedviT N nikoras momxmarebelTa ndoba/reputacia nikoras mimarT N=105

9. rogor Seicvala nikoras momxmarebelTa ndobis faqtori kompaniis mimarT bolo periodSi ganmavlobaSi N=105

10. Sirnxoferis momxmarebelTa ndoba/reputacia Sirnxoferis mimarT N=40

11. rogor Seicvala Sirnxoferis momxmarebelTa ndobis faqtori kompaniis mimarT bolo periodis ganmavlobaSi N=40

12. Nnikoras maRaziebSi mosaxurebiT kmayofileba/ukmayofileva N=105

13. personalis aqtivoba momxmareblisTvis aqciebze informaciis miwodebis Sesaxeb N=96

14. romeli mwarmoeblis momxmarebeli ar gaxdebodiT arasodes N=120

15. ZiriTadimignebebidainterpretaciatendenciisdoneze loialoba/momxmarebelTa gadanawileba kvleva cxadyofs, rom dRes TbilisSi, nikora xocproduqtebis warmoebis samomxmareblo bazarze erTpirovnuli lideria, rasac adasturebs sakvlevi parametrebi: • momxmarebelTa absoluturi umravlesoba (120 momxmareblidan 105 nikoras momxmarebelia) • nikoras loialuri momxmarebelTa raodenoba (71 loialuri momx.-dan 58 nikoras loialuri momxmarebelia) • nikora, rogorc yvelaze didi Camnacvlebeli anu konkuretebTan erTad paralelur reJimSi momxmareblebis mier yvelaze metad moxmarebadi brendi (49 araloialuri momx.-dan 47 nikoras araloialuri momxmarebelia) nikoras samizne samomxmareblo segmentze nikoras yvelaze didi Camnacvlebeli Sirnxoferia. nikora-Sirnxoferis kombinacia anu rogorc erTi aseve meore kompaniis produqciiT mosargeble momxmareblebi yvelaze xSirad gvxvdeba (31 momx.). Sirnxoferis momxmareblebi nikoras produqciis yofili momxmareblebia, romlebmac Sirnxoferis produqciiT nawilobriv an mTlianad Caanacvles nikora. Mmizezad Sirnxoferis produqciis gemos mimzidveloba da nikoras produqciaze fasebis mateba dasaxelda. SeniSvna: miuxedavad imisa, rom Sirnxoferis produqciaze fasi ramdenjerme gaizarda da dRes, gansakuTrebuli sxvaoba nikorasTan mimarTebaSi ar aris, momxmareblis aRqmiT nikora bevrad Zviria. rac ZiriTadad ganapiroba gazafxulze nikoras produqciaze fasebis matebam da Zviri kompaniis imijis damkvidrebam. A

16. Sirnxoferis produqciis momxmarebelTa ricxvi izrdeba. gamokiTxvis Sedegad bolo erTi welia Sirnxoferis produqciiT sargebloba daiwyo 42,5%-ma (40 momx-dan 17 momx.), nikoraTi mxolod 5,7% - ma (105 momx.-dan 6 momx.). es monacemebi gamokiTxulTa raodenobidan gamomdinare ar SeiZleba statistikurad sandod miviCnioT, magram tendenciaze migvaniSnebs. Sirnxoferis samomxmareblo segmenti izrdeba axali momxmareblebiT da segmentis zrdis tempi gacilebiT maRalia vidre nikorasi. zrda fiqsirdeba konkurentebis, ZiriTadad nikoras samomxmareblo bazris momxmareblebTan CanacvlebiT anu nikoras samomxmareblo segmenti raodenobrivad did cvlilebas ar ganicdis, magram momxmarebeli paralelur reJimSi iwyebs konkurentebis produqciiT sargeblobas. E CvenTvis ucnobia am kategoriis momxmarebeli ra sixSiriT da ra raodenobiT moixmars nikorasa da Sirnxoferis produqcias, ucnobia momxmarebelTa gadinebis realuri tendencia orive kompaniidan. Aamitom ver vityviT, rom Sirnxoferis sabazro wili aseTive warmatebiT izrdeba, magram faqtia, rom nikoradan gadarTva yvelaze xSirad fiqsirdeba Sirnxoferze.

17. gamokiTxulTa Soris miTanasa da iolis momxmarebelTa Zalian mcire raodenobis dafiqsirebis gamo azrs moklebulia Tundac tendenciis donezec maTi samomxmareblo segmentis zrdis Sesaxeb mosazrebis dafiqsireba, magram Sirnxoferis Semdeg raodenobrivad nikorasa da miTanas erToblivi moxmarebis kombinacia 14,2%-iT meore adgilzea. • raodenobrivad miTanas moxmareblebis simciris gamo pirdapir movitanT maTi momxmareblebis komentarebs produqciis Sesaxeb: • axali iyo da dagvainteresa • nikoras xarisxis gauaresebis Semdeg vyidulob miTanas, Zalian momwons, magram nikoraSic xSirad vyidulob • vfiqrob miTana cocoxal xorcs iyenebs, danarCenebi gayinuls • ramdenime dRis win viyide miTanas sosisi da nikoraze ukeTesia • miTana gavsinje da Zalian momewona • gavsinje kmayofili davrCi • MmiTanas produqciiT ukmayofilo momxmareblis komentarebi: • gavsinje da ar momewona • MmiTanas maRaziaSi viyavi, magram vizualurad ar momewona produqcia • miTanas faqtiurad ar yavs loialuri momxmarebeli, momxmarebeli mis produqcias moixmars konkurentebis produqciasTan erTad. yoveliAaxali brendis Semosvlas bazarze bunebrivia moyveba momxmarebelTa daintereseba, momxmarebelTa garkveuli nawilis “gadaqaCva”, es bunebrivi procesia, romlis SeCereba SeuZlebelia. • Aam etapze miTanas ar aqvs Camoyalibebuli imiji. MgamokiTxvaSi momxmarebelTa simciris gamo damatebiTi daskvnebis gamotana gamarTlebuli ar aris.

18. ndoba/reputacia momxmarebelTa ndoba nikora/Sirnxoferis produqciisadmi anu orive kompaniis reputacia faqtiurad Tanabaria. Sefasebis kriteriumebi – endoba/bolomde endoba – SesaZlebelia gavaerTianoT da erT parametrad moviazroT. nikorasadmi ndobis parametris procentia - 82,9%, Sirnxoferisadmi – 87,5%. gamokiTxulTa komentarebis mixedviT “nikorasadmi” ndobis motivaciebia: • produqciis xarisxi/gemo • maRaziebSi arsebuli sisufTave • menejmenti • warmoebis masStaburoba • reklama • miCveva Sirnxoferis produqciisadmi momxmareblis ndobis mTavari ganmsazRvreli faqtorebia: • xarisxi/gemo • avstriuli warmomavloba bolo periodSi, monacemebidan gamomdinare, Sirnxoferis mimarT ndoba gaizarda 12,5%-iT, Semcirda – 10%-iT; nikoras mimarT ndoba gaizarda - 10,5%-iT, Semcirda – 17,2%-iT. nikoras momxmarebeli nikorasadmi ndoba/reputaciis Semcirebis (17,2%) faqtorebad asaxelebs: • xarisxis gauaresebas (12 momx.) • fasebis zrda (2 momx.) • xmebi indur nedleulTan dakavSirebiT (2 momx.) • mowamvlis faqtebi (2 momx.)

19. momxmarebeli Sirnxoferisadmi ndoba/reputaciis Semcirebis mizezad asaxelebs Sirnxoferis saxelis loidliT Canacvlebis mcdelobas, ramac uaryofiTi eWvi dabada momxmarebelSi produqciis xarisxis SesaZlo gauaresebis gamo. zogadad ndobis/reputaciis Semcirebis erT-erTi ganmapirobebeli faqtori produqciis arastabiluri gemoa. gasaTvaliswinebelia, rom momxmareblis ukmayofileba, gamowveuli erTi romelime konkretuli produqtis mizeziT SesaZlebelia ganzogaddes mTel kompaniaze. rogorc yovelTvis misaRebi stabiluri gemo umniSvnelovanesi samomxmareblo motivacia da ndobis ganmsazRvreli faqtoria momxmareblisTvis. SeniSvna: reputacia iqmneba yoveldRiurad, yoveldRiuri siaxleebiT, reputacia es aris “vendobi /ar vendobi”. Kkvebis produqtebis mwarmoebeli kompaniis SemTxvevaSi momxmarebels yovel navaWrze, SeZenil produqtze, produqciis xarisxidan gamomdinare uyalibdeba STabeWdileba, Sexeduleba. Nnebismieri gamokiTxvis dros ndoba/reputaciis maCvenebeli SeiZleba gaizardos an Semcirdes, imis gaTvaliswinebiT Tu ra STabeWdileba datova bolo dros SeZenilma produqciam. stabiluri gemo ndobis mopovebis da SenarCunebis umniSvnelovanesi woniTi faqtoria.

20. safirmoebSi momxmarebelTa kmayofileba/ukmayofileba • nikoras momxmarebelTa absoluturi umravlesoba kmayofilia safirmo maRaziebSi gaweuli momsaxurebiT (74,3%). • Uukmayofilebas gamoTqvams 8,6% -i • supermarketSi yidulobs/pasuxi ar gaucia – 17,2% ukmayofilebis motivaciebi: • momxmarebelze ar arian orientirebuli • iniciativas ar iCenen ukmayofilebis procenti imdenad dabalia, rom SeiZleba iTqvas, rom nikoras safirmoebi momxmarebelTa moTxovnas adeqvaturad pasuxoben. personalis aqtivoba, momxmareblisTvis safirmoSi mimdinare aqciebis Sesaxeb informaciis miwodebaze, Zalian dabalia. • informacias ar awvdian – 92.7% • awvdian – 7.3%

21. romeli mwarmoeblis produqciiT ar isargeblebda momxmarebeli • momxmarebelTa garkveuli nawilisTvis produqciis ucxouri imiji realizaciis erT-erTi ganmsazRvreli faqtoria, magram garkveuli momxmarebeli ar endoba ucxouri warmoebis produqts da konkretuli mwarmoeblis dasaxelebis gareSe uars acxadebs zogadad mis moxmarebaze - 3, 2%. • 4,8% - i arasodes gaxdeba Sirxoferis momxmarebeli, mizezebia: misi ucxouri warmoSoba, endoba mxolod adgilobriv mwarmoebels. Ffaqtiurad ori parametri (ucxouris uaryofa da konkretulad Sirnxoferis ar moxmareba) SeiZleba gavaerTianoT, radgan Sirnxoferic ucxouri warmoSobisaa da daSvebis doneze saerTo jamSi 8%-i ar gaxdeba Sirnxoferis momxmarebeli. • nikoras produqciis moxmarebaze uars acxadebs 3,2%, mizezi isev induri xorci, mowamvla da xarisxis gafuWeba saxeldeba. • miTanas produqciis moxmarebaze uars acxadebs 4,8%, mizezi: sagemovno TvisebebiT ukmayofileba da ukve arCeuli mwarmoeblisadmi maRali ndoba • ioli – 4,0%, mizezi: ukve arCeuli mwarmoeblisadmi maRali ndoba • momxmarebeli yvelaze loialuria “vakis” mimarT, mxolod 0,8% - i arasodes ar gaxdeba “vakis” momxmarebeli. SeniSvna: miTanas, iolisa da vakis momxmarebelTa simciris gamo produqciiT sargeblobaze uaris mizezebis tendenciis donezec dasadgenad meti raodenobis momxmarebelTa gamokiTxvaa saWiro. • 11,1%-i uars ambobs zeikiZis produqciis moxmarebaze. Mmizezi: Zalian dabali xarisxi. • 65,1% uWirs kiTxvaze pasuxis gacema Tu romeli mwarmoeblis momxmarebeli ar gaxdeboda anu samomxmareblo bazris did nawils, rogorc mosalodneli iyo bazarze bundovani warmodgena aqvs da momxmarebelic Camoyalibebuli ar aris Tavis gadawyvetilebaSi. kvlevis formatisa da raodenobidan gamomdinare SeuZlebelia sakiTxisadmi metad CaRrmaveba da miRebuli monacemebi miRebuli unda iyos tendenciis doneze.