Sociometric assessment of brands of mineral water

Diana Fayvishenko

doi:10.15587/2312-8372.2019.186903

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.

Highlights

The object of research is the process of sociometric assessment of mineral water brands
According to international experts of the World Health Organization (WHO) [13] it has been established that more than 60 % of diseases in the world are caused by the use of substandard water
Does not exceed the t-fold average error; Methods of sociometric assessment allow determining σ2 – variance of the investigated property, which is deterthe sociometric status of mineral water market brands mined on the basis of the experiment; Δ – marginal

Summary

Methods of research

Given the growing shortage of natural mineral waters and the growing interest of the consumer audience in the useful properties of this product, it can be argued that water is a strategic resource and the main component of the country’s sustainable development [1,2,3]. European indicators of the formation and development of drinking water resources allow to trace the main features of the formation of consumption needs and preferences of this product, to identify indicators of the provision of resources to the population of Ukraine in the context of its constant reduction [4,5,6]. – analytical and sociometric analysis – when researching and conducting sociometric assessment of brands in the mineral water market. To identify the significance of the factors that influence the choice and rating of brands in the mineral water market; – functionality principle, with the help of which the functional content of brands in the mineral water market was revealed and presented; – consistency principle, which allows to present the relationship between the methods and tools of sociometric brand assessment

Research results and discussion

Findings

Conclusions