This document summarizes the methodology and results of a mystery shopping program to evaluate the marketing effectiveness of beer producers in Eastern Europe. 10 mystery shoppers visited establishments and evaluated them based on a survey form developed by the client agency. The survey assessed criteria like interior quality, personnel competence, politeness, sales efforts, and service speed. Most respondents recognized Brand #1 by its slogan, while Brand #3 had the least recognizable slogan. The research concluded personnel courtesy was generally high, but staff competence on product knowledge needed improvement, especially in bars.

1. MYSTERYSHOPPING
PROGRAM
Evaluation of thebeerproducersmarketingeffectivenessin
EasternEurope
PERIOD:February2020
BeerBrandsand Their
Legends

2. METHODOLOGY. SURVEY
Evaluation Method
Performed service quality research applies the Mystery Shopping
methodology – service quality evaluation with the specialists’ help which
serve as the ordinary customers (Mystery Shoppers). The shoppers are chosen
on the social demographic profile of the real store clients who are trained and
tested.
Evaluation Scenario
The Mystery Shoppers behavior is adjusted by the Behavior Scenario – a
detailed actionplan duringtheevaluation.
Receiving theOutcome
Mystery Shoppers’ reports are performed to the client on-line within 48-
72 hours after the visit performance. The survey report includes an
analyticalprocessing of theresultsandMysteryShoppers’comments.
Survey Form
The evaluation results are entered to the structured Evaluation Form
(surveys)whichis developed by theClient andAgency.

3. Research aim – evaluationqualityof marketing strategyof main
beerproducersin EasternEurope.
RESEARCHAIM
Themonitoring program foresawthe performanceof 10 Mystery
Shoppers visits during the fieldwork
METHODOLOGY
Mystery shopping – a techniquewhich makes possibleto evaluatea quality
clientservicewithout shopperrevelationwith theclientdeveloped
evaluationcriteria(surveyform).
RESEARCH DESIGN
CheckStatistics

4. SALES-AIMING ACTIVITY
(personnels’ behavior, theirinitiative, help effort,attemptsto persuadeyou
to buy a product or service,feelinglike personnelis interestedin ashopper
like in acustomer)
SUBJECTIVEINDEXEVALUATIONCRITERIA:
SERVICE SPEED
(how fasta shopper wasserved,werethereany queuesand was the
personnel’s work prompt)
POLITENESS AND BENEVOLENCE
(employees’politeness and benevolence towardsa MS and theother
clients, how thepersonnel managed to win therespondent)
INTERIOR
(how much a respondentlikes theinterior, how comfortable space of
thesalesfacilities is organized and equipped)
PERSONNELCOMPETENCE
(how personnel’s knowledge of theirproducts/services. How good they
can answerall shoppers’ questions)

5. RESUMPTIVE
SERVICE QUALITY EVALUATION

6. RESUMPTIVE SERVICE QUALITY INDICATORS
77
62
72 69 71
Interior(customer`s
comfort andconvenience)
Personelcompetence Politeness and
benevolence
Sales-aiming activity Servis speed

7. CUSTOMEREFFORT SCORE

8. 8
SURVEY ANALYSIS
30%
80%
60%
20%
20%
20%
50%
20%
Brand #1
Brand #2
Brand #3
Difficult Neither Easy

9. Personal qualities
of staff

10. 50%
30%
20%
18-25 26-35 36-45
Employeeage

11. RESEARCH CONCLUSIONS

12. CONCLUSIONS
Themostrecognizablebysloganwas Brand#1 — identifiedbyalmosthalfofrespondents.
Brand#2 wasrecognizedby sloganbyaboutonethirdofrespondents.
TheleastpopularsloganbelongstoBrand#3.
Among participating establishments there were both quite prestigious and popular cafes, and
ordinary small shops — and there was no consistent connection between awareness of
slogansdetected.
Among the brands that were most often mistakenly mentioned, there were a lot of quite
popularbeveragesin EasternEurope aswellaslocal producers.

13. CONCLUSIONS
Thecourtesyandfriendlinessofpersonnelarequitehigh.
Thestaffinterestin salessignificantlydependsontheestablishmenttype:
• employees in barsarehighlymotivatedtomakeaprofit,
• theshops staffarenotsokeenonthisobjective.
Accordingtotheresearch,theworstindicatorisstaff competence.
Here we mean lack of awareness among sellers and barmen of their own products range. Besides, this indicator is slightly
higheramongstoreunitsemployees.

14. WEWISH YOU HIGH
QUALITY SERVICERESULTS!