Online survey

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Customers behavior
Online-survey
Обратите внимание, что данные в отчетах были изменены и служат только
для демонстрации от...

2
Summary
✓ GOO.N Top-of-Mind is 2,2%, unaided call– 28,9%, aided call – 84,4%
✓ Reasons for current brands choosing: qual...

S O C I A L - D E M O G R A P H I C
C H A R A C T E R I S T I C S A N D Q U OTA S

4
Social-demographic characteristics
Mothers’ age and marital status:
Married/ not
official marriage
Not married Divorced ...

5
Social-demographic characteristics
Started using the current size of diapers:
Month ago
More than one
month ago
Total
NB...

B R A N D S O F D I A P E R S AWA R E N E S S
A N D U S A G E

7
Brands awareness
Top-of-mind Unaided call Aided call
Merries 34,4% 62 63,3% 114 92,2% 166
Pampers 32,8% 59 75,6% 136 100...

9
Reasons for current competitive brands choosing
Huggies Elit Merries Moony
Pampers
Premium
GOO.N
Quality
1 rate
2 rate
3...

10
Reasons for current competitive brands choosing
Huggies Elit Merries Moony
Pampers
Premium
GOO.N
Quality
1 rate
2 rate
...

11
Reasons for current brands choosing
Quality
Excellent Japanese quality
Japanese quality is always at a
high level
Soft,...

12
Reasons for current brands choosing
Quality
Do not leak, do not give a
reddening of the skin,
breathing, skin is always...

13
Reasons for current brands choosing
Quality
Soft, easy to use, do not rub
Good quality, but leak
sometimes, non-irritat...

14
Reasons for current brands choosing
Quality
Very soft diapers, good tapes,
is well absorbed, do not leak
Breathable and...

15
Reasons for current brands choosing
Quality
Quality is great: soft, pleasant
to the touch
Quality is good because there...

18
Places to buy diapers
First pack NB-size Nowadays
Baby Shop 57,3% 137 59,2% 142 63,8% 153
Hypermarts 18,8% 45 29,2% 70 ...

19
Places to buy diapers
First pack NB-size Nowadays
Detskiy Mir 47 88 104
Korablik 45 85 87
Deti 15 47 47
Dochki&Synochki...

20
Places to buy diapers
Hypermarts:
First pack NB-size Nowadays
Esky 34,5% 10 44,8% 30 48,8% 42
Ozon 17,2% 5 14,9% 10 12,...

21
Alternative brands usage
Brands ever bought
Most of those, who ever tried GOO.N,
use GOO.N, Merries or Moony now:
0,4%
...

22
Alternative brands usage
Brands ever bought
Most of those, who ever tried GOO.N,
use GOO.N, Merries or Moony now:
CURRE...

I M A G E A N D S AT I S FA C T I O N L E V E L

29
Associations with diapers brands
Pampers
Active baby who
crawls on the soft
white carpet
Classic children
diapers, time...

30
Interest to social media and internet communities
Interest to the GOO.N
community in Vkontakte:
Baby.ru; 1
Nestle; 1
Ma...

33
Reasons for low satisfaction level of
GOO.N diapers
Quality
Despite the fact that
they seems to be
qualitative, they le...

Summary
✓ GOO.N Top-of-Mind is 2,2%, unaided call– 28,9%, aided call – 84,4%
✓ Reasons for current brands choosing: qualit...

Online survey

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