Babaskin D V, Babaskina L I, Pavlova A V
I.M. Sechenov First Moscow State Medical University (Sechenovsky University).
Vopr Kurortol Fizioter Lech Fiz Kult. 2017 Dec 28;94(6):26-31. doi: 10.17116/kurort201794626-31.
The development of modern technologies in physiotherapy with the use of mineral waters, the expansion of the assortment of the medicinal and medicinal table waters as well as increasing the competitive advantages of domestic products require the more extensive marketing survey of the consumers' preferences in the market of mineral waters.
The objective of the present study was the marketing evaluation of the consumers' preference in the segment of medicinal and medicinal table mineral waters in the city of Moscow.
The survey involved 697 consumers of medicinal and medicinal table mineral waters. The sampling was carried out by the deterministic quota method. The field research was conducted by means of personal verbal interviews (32%) and the CATI to Web method (phone recruiting and on-line questioning) (68%) with the use of the structured questionnaire. Positioning was carried out making use of the two-dimensional schematic map and scoring assessment on an individual basis with calculation of integrated indicators.
The marketing evaluation has demonstrated that the principal motive for purchasing mineral waters in more than 40% of respondents was the treatment and prevention of various diseases including disturbances in the urogenital system as well as digestive and respiratory disorders that appear to be the most frequent reasons for the consumption of mineral waters. The main factors that form the preferences of the consumers as regards the use of a concrete variety of mineral waters were elucidated. Of crucial importance for approximately 40% of the consumers (p<0.01) proved to be their health condition, the medical indications, and the available information about the therapeutic effectiveness of one or another type of mineral waters. Other factors were the quality of mineral water, its cost, the manufacturer and/or place of production, the attractiveness of the packaging, etc.
The evaluation of the positioning of the mineral water consumers' preferences made it possible to identify the most preferable products in the group of medicinal mineral waters and in the group of medicinal table mineral waters. The mechanisms governing the formation of the consumers' preferences as regards the use of various mineral waters have been clarified in the course of the present study.
随着理疗中使用矿泉水的现代技术的发展、药用和医用饮用矿泉水种类的扩充以及提升国产产品的竞争优势，需要对矿泉市场中消费者的偏好进行更广泛的市场调研。
本研究的目的是对莫斯科市药用和医用饮用矿泉水领域的消费者偏好进行市场评估。
该调查涉及697名药用和医用饮用矿泉水消费者。采用确定性配额法进行抽样。实地研究通过个人口头访谈（32%）和计算机辅助电话调查到网络调查法（电话招募和在线提问）（68%）进行，使用结构化问卷。利用二维示意图和个体评分评估并计算综合指标进行定位。
市场评估表明，超过40%的受访者购买矿泉水的主要动机是治疗和预防各种疾病，包括泌尿生殖系统紊乱以及消化和呼吸紊乱，这些似乎是饮用矿泉水最常见的原因。阐明了形成消费者对具体某类矿泉水使用偏好的主要因素。对于约40%的消费者（p<0.01）而言，至关重要的是他们的健康状况、医学适应症以及关于某类矿泉水治疗效果的现有信息。其他因素包括矿泉水的质量、成本、制造商和/或产地、包装吸引力等。
对矿泉水消费者偏好定位的评估使得能够确定药用矿泉水组和医用饮用矿泉水组中最受欢迎的产品。在本研究过程中阐明了消费者对各类矿泉水使用偏好形成的机制。
