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testirebisTvis SerCeuli pirobiTi saxelebi amra baraqa korida

- kvlevis mizani: xorcproduqtebis mwarmoeblisTvis saxelis SerCeva - kvlevis meTodologia: fokus jgufi. testirebisTvis SerCeuli pirobiTi saxelebi amra baraqa korida

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testirebisTvis SerCeuli pirobiTi saxelebi amra baraqa korida

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  1. - kvlevis mizani: xorcproduqtebis mwarmoeblisTvis saxelis SerCeva - kvlevis meTodologia: fokus jgufi

  2. testirebisTvis SerCeuli pirobiTi saxelebi • amra • baraqa • korida “amras” paralelurad aq warmodgenili ramdenime saxelic gatestirda, radgan fokusjgufis monawileebs sityvebis urTierTSedarebis saSualeba hqonodaT. testirebaSi monawileni SerCeuli iyvnen geografiuli principiTa (ZiriTadad warmoSobiT samegrelodan da afxazeTidan iZulebiT adgilnacvalni pirni) da Semosavlebis WriliT. fokusjgufSi monawileoba miiRo 11 pirovnebam. 5 mamakaci, 6 qali. amra (fokusjgufis monawileTa mosazrebebi): fokusjgufSi monawile maRali asakobrivi segmentisTvis, vinc soxumidan aris an mWidrod dakavSirebuli iyo am qalaqTan, saxeli amras pirdapiri asociaciaa: “restorani zRvis sanapiroze”, “sadac yvelafers saukeTesos amzadebdnen, gansakuTrebiT xaWapurs”, “Cems kuTxesTan vakavSireb, Sexvedra afxazeTTan”, “vinc icis es sityva, imisTvis misaRebi iqneba”. es saxeli am kategoriaSi erTmniSvnelovnad dadebiTi emociisaa da nostalgiis gamomwvevia. sxva monawileTaTvis da maTTvisac ki (dabali asakobrivi segmenti), visac garkveuli kavSirebi hqonda afxazeTTan, es sityva arafris mTqmelia, amitom pirveladi emociebi maTSi am sityvis mimarT uaryofiTi iyo: “nacnobi saxeli ar aris, am sityvis ukan verafers ver moviazreb”, “arafris maniSnebeli ar aris, yvelasTvis gaugebari iqneba”, “saxeli martivi unda iyos, bevrma ar icis, amitom ar unda erqvas mwarmoebels”.

  3. fokusjgufis sami monawilesTvis, vinc cxovrobda soxumSi, es sityva nacnobi iyo asociaciiTa da JReradobiT, magram azrobrivad mxolod erTma icoda misi daaxloebiTi mniSvneloba. sityvis mniSvnelobis gagebis Semdeg ramodenime respodentSi am saxelma dadebiTi emocia gamoiwvia, magram Tvlian, rom es saxelwodeba xorcproduqtebis mwarmoeblisTvis ar gamodgeba da produqciis SeZenis stimulirebas ver Seuwyobs xels. kiTxvaze misaRebia Tu ara saxeli amra xorcproduqtebis mwarmoeblisTvis, monawileTa azri orad gaiyo. am saxelis momxreTa TvalsazrisiT, “vinc afxazeTidan aris da ici Tu ras ukavSirdeba es saxelwodeba, amra erTmniSvnelovnad dadebiT emocias gamoiwvevs”. am saxelis mowinaaRmdegeebi amras xorcproduqtebis warmoebasTan ver akavSireben da sityvis mniSvnelobis gagebis Semdegac maTTvis miuRebelia amra anu “mze” erqvas xorcproduqtebis mwarmoebels: “yvelafers SeiZleba erqvas xorcproduqtebis mwarmoeblis garda”, “amra Tu erqmeva Zexvs ar viyidi da gverds avuvli”. JReradobis TvalsazrisiT es sityva maTTvis araharmoniuli da Znelad dasamaxsovrebeli aRmoCnda. erT-erT monawileSi sityva amram uaryofiTi emocia gamoiwvia da sityva “amrezils” daukavSira. erTma monawilem ki, miuxedavad imisa, rom is zugdididan iyo warmoSobiT, ukmayofileba gamoTqva: “ratom varqmevT afxazur saxels, ramdeni sityvaa qarTulSi da raime qarTuli saxeli davarqvaT”. fokusjgufis monawileTa azriT am saxelis qveS warmoebuli produqtiT ufro metad dainteresdeba afxazeTidan droebiT gadaadgilebuli 40+ zemoT asakobrivi segmenti.

  4. baraqa es sityva fokusjgufis monawileebisTvis SemodgomasTan, burRuleulTan da simdidresTan asocirdeba. monawileTa umravlesobisTvis saxelis mniSvnelobidan da asociaciebidan gamomdinare, es saxeli xorcproduqtebis mwarmoebels ar unda erqvas. korida am saxelTan dakavSirebiT monawileTa asociaciebi igive iyo rac wina fokus jgufebSi. es sityva monawileebisTvis espaneTTan, xarTan, brZolasTan da siZlieresTan asocirdeba. am saxelwodebis mqone kompania maTTvis xarisxze orientirebul, lider da Zlier kompaniad moiazreba. uaryofiTi emocia anu sisxli, brbo koridasTan dakavSirebiT am or fokusjgufSi ar amosula. azrTa Sejerebis Sedegad TiToeuli saxelis sasargeblod gadanawilebuli xmebi: 5 - amra 5 – korida 1 – baraqa SeniSvna: gasaTvaliswinebelia rom Tavidanve amra da korida ar iqna Tanabar pirobebSi Cayenebuli, kerZod fokusjgufSi SeviyvaneT is adamianebi, romelTac warsulSi pirdapiri Sexeba hqondaT amrasTan. amitom bunebrivia, rom sami adamianis upirobo arCevani iyo amra.

  5. Sejameba: amra erTmniSvnelovnad misaRebi iqneba afxazeTidan droebiT gadaadgilebuli segmentisTvis (35/40+). danarCeni momxmareblebisTvis es sityva Tvisobrivad arafris mTqmelia. Ggamomdinare aqedan saxelwodeba amra ar SeiZleba ganvixiloT Zlier koncefciad Tu arCevans SevaCerebT amraze, maSin marketinguli aqtivobis dros brendi wardgenili unda iyos ara emociuri datvirTviT (afxazeTi, nostalgiuri mogoneba da a.S.) aramed, rogorc axali brendi. droebiT adgilnacval pirebisaTvis es sityva TavisTavad aRZravs emociur kavSirs afxazeTTan damatebiTi gamomsaxvelobiTi saSualebebis gareSe. sxva kategoriis momxmareblisTvis amra miRebuli iqneba, rogorc gaurkveveli wyobis mqone sityva, magram am SemTxvevaSi mniSvnelovania pozicionireba, aRqmis Seqmna momxmareblisTvis, ramac unda aiZulos ganasxvavos amra faqtiurad identuri xarisxis mqone konkurenti brendebidan. aRqmis SeqmnisaTvis aucilebelia marketinguli aqtivobebi mniSvnelovani danaxarjebiT.

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