“Kazagromarketing” in the preparation of an analytical study on the Kazakh market tomatoes examined consumer preferences Kazakhs of that product.
In the survey of 800 people attended (50 people from each of the regional center and Astana and Almaty) of different sex, social status or family situation. Survey data allow to analyze consumer preferences in terms of Kazakhstani varieties of tomatoes, country of manufacture, etc.
According to the results of the survey analysts following conclusions:
The main part of consumers, according to the survey, prefers meaty tomato varieties. Leaders in the preferences of the respondents were varieties of tomatoes “beef heart” and “ladies’ fingers”, the share of these species account for 55% of the respondents, however, 28% of respondents did not answer the question of preferred varieties of tomatoes.
They also found that the majority of consumers surveyed (71%) prefer a medium-sized tomatoes. The overwhelming majority of survey participants choose varieties of tomatoes red.
The main part of the respondents consume tomatoes in summer and autumn. Total number of respondents who consume tomatoes in winter and spring, and slightly less than 15% of the total number of respondents.
Most often buy tomatoes in the southern regions of Kazakhstan, it’s. Taraz, Shymkent, and – in Atyrau, in these cities is the highest percentage of respondents (from 44% to 50%), buying tomatoes daily.
Once or twice a week to buy tomatoes from 60% to 90% of the respondents in the cities of Almaty, Uralsk, Astana, Pavlodar, Shymkent, which also reflects the high frequency of purchase tomatoes residents of these cities.
The average volume of purchases from the majority of 1 kg or 1.2 kg, ie largely dominated by small and medium-sized volumes of purchases, which is due to the fact that the survey was conducted in the summer. During this period, the market is always full of products that gives consumers the opportunity to buy more just fresh tomatoes.
By the number of respondents, whose average volume of purchases at one time is 2-4 kg or more, the leaders of the city: Atyrau, Taraz, Kyzylorda, Aktau.
Most respondents buys tomatoes at prices ranging from 200 to 350 m.
Most low cost for one kilogram of tomatoes observed in the following cities: Shymkent, Shymkent, Kyzylorda, Taraz, Uralsk.
According to the survey, most respondents prefer open ground tomatoes (71%), the results of the responses to this question affected by the fact that the survey was conducted in the summer season.
According to the survey, consumers prefer domestic products – 84%. Survey results indicate that most of the respondents buy tomatoes on the market (52%). However, in large cities (Astana – 54%, Almaty – 40%, Karaganda – 32%), a high percentage of consumers who buy tomatoes in specialized departments in supermarkets.
The main parameters of the choice of tomatoes for consumers, according to the survey, are the appearance and price of the products.
Parameters selection of products in Astana differing from those of the whole country by the fact that the cost of production is important only for the 10% of consumers, while the national average – 30%. An important parameter for selection in Astana is a manufacturer of products.
According to the survey, the majority of respondents are willing to pay a little more for convenient packing and range, a particularly high percentage observed in the western regions of Kazakhstan.