Target audience behaviour

1. Target audience behavior
of premium pasta
Please note that all data in the report has been changed and serves for demonstration purposes only

2. General information
TA R G E T
P R O J E C T
Studying behavior of target audience
TA S K S
▪ Brands purchase rating
▪ Reasons for preferring different brands
▪ Differences between Italian and non-Italian brands
▪ Price preferences
G E O G R A P H Y
___________
O B J E C T S O F
R E S E A R C H
Visitors to food
hyperBrandets
M E T H O D O F
R E S E A R C H
Personal survey
S A M P L E S I Z E
765 respondents
T I M E L I N E S
2
December 2023

3. Rating of brands of pasta by purchase frequency
➢ Almost a third of respondents
(32.9%) constantly buy brand A
pasta
➢ Slightly less (29.5%) are constantly
buying B and C (17.5%)
➢ Brand D 13.3% of respondents
prefer
3
3,7%
0,8%
2,4%
3,9%
5,9%
13,3%
17,5%
29,5%
32,9%
N=765
Brand A
Brand B
Brand C
Brand D
Brand E
Brand F
Brand G
Brand H
Other

4. Rating of pasta brands by frequency of purchases
➢ Most active brand D purchased by survey participants city_______and city_______. Least active in city_______ and city_______.
➢ Brand A more residents prefer cities_______,_______,_______
➢ Brand B more often purchased by respondents from _______, _______ and_______
➢ Brand C more oftenother respondents were purchased by respondents from _______, _______ and_______.
➢ City_______ and_______differentfrom other cities with specifics: in_______demandmore evenly distributed across brands. IN
city_______strong positions of most brands, except Brand D
TOTAL City_______ City_____ City____ City____ City____ City____
Brand A 32.9% 53.1% 24.1% 41.5% 35.1% 28.0% 20.0%
Brand B 29.5% 25.0% 29.9% 37.3% 14.9% 26.7% 34.7%
Brand C 17.5% 20.8% 15.4% 5.7% 24.3% 10.7% 52.0%
Brand D 13.3% 10.4% 19.1% 8.8% 9.5% 29.3% 0.0%
Brand E 5.9% 3.1% 7.1% 3.6% 5.4% 2.7% 16.0%
Brand F 3.9% 4.2% 2.5% 1.0% 1.4% 0.0% 22.7%
Brand G 2.4% 1.0% 5.0% 0.5% 1.4% 0.0% 4.0%
Brand H 0.8% 1.0% 2.1% 0.0% 0.0% 0.0% 0.0%
Other 3.7% 10.4% 0.0% 1.6% 9.5% 9.3% 1.3%
Base for
calculation
765 103 241 197 74 75 75
It is important to note that purchase frequency rates for premium pasta brands depend on the stores in the survey and their “premiums".
4
N=765

5. Reasons for choosing pasta brands
Most respondents prefer their chosen pasta over high quality and taste. In addition consumers appreciate in selected products convenience of
packaging, cooking speed and variety of shapes and types products.
Taste selected pasta respondents most often described as:
“pleasant”, “delicious even without sauces
and additives”, “impeccable”, “special
with spinach and tomatoes,
"a taste of traditional Italian cuisine"
Among other reasons respondents pointed out:
❖ Availability of discounts, promotions on TM
❖ Availability in stores
❖ Appearance of products (color, etc.)
❖ Health benefits
❖ Additional information on the packaging (preparation
time and recipes)
Causes Shares
High quality: 84.30%
Do not boil soft 16.40%
From durum flour 13.90%
Do not stick together 6.80%
The shape does not change after cooking 10.80%
dietary 1.60%
Taste 77.20%
Acceptable price 22.90%
Been buying them for a long time. 11.80%
Italian, prestigious brand 12.30%
I like the packaging, convenient 8.80%
Quickly preparing 8.10%
I know and trust only this brand 5.20%
A wide range of 2.90%
Optimal price-quality ratio 1.40%
Suitable for specific dishes 1.40%
Stand out on the shelf 1.20%
Other 4.50%
5
N=765

6. City_______ City____ City_____ City_____ City_____ City_____
High quality, including.: 77.00% 93.90% 58.00% 90.60% 65.30% 78.70%
Do not boil soft 19.6% 17.4% 5.0% 33.8% 8.0% 5.3%
From durum flour 16.8% 17.4% 8.0% 9.5% 12.0% 16.0%
Do not stick together 8.3% 9.5% 5.0% 8.1% 4.0% 2.7%
The shape does not change after cooking 6.1% 9.1% 8.5% 6.8% 8.0% 2.7%
Dietary 0.0% 3.7% 0.5% 0.0% 0.0% 2.7%
Taste 65.6% 72.7% 82.5% 85.1% 72.0% 62.7%
Acceptable price 22.9% 0.0% 32.0% 18.9% 14.7% 29.3%
Been buying them for a long time. 6.3% 15.3% 11.0% 13.5% 12.0% 8.0%
Italian, prestigious brand 0.0% 20.7% 11.5% 5.4% 8.0% 14.7%
I like the packaging, convenient 5.2% 17.4% 4.5% 6.8% 2.7% 5.3%
Quickly preparing 7.3% 9.1% 10.5% 5.4% 5.3% 5.3%
I know and trust only this Brand 6.3% 7.4% 1.5% 1.4% 1.3% 14.7%
A wide range of 4.2% 6.2% 1.0% 0.0% 0.0% 1.3%
Optimal price-quality ratio 3.1% 2.5% 0.0% 0.0% 0.0% 2.7%
Suitable for specific dishes 0.0% 0.0% 0.0% 0.0% 14.7% 0.0%
Stand out on the shelf 0.0% 3.3% 0.0% 0.0% 0.0% 1.3%
Other 15.6% 5.4% 0.5% 1.4% 2.7% 2.7%
Base for calculation 103 241 197 74 75 75
6
Reasons for choosing brands of pasta in cities
N=765

7. Reasons for choosing premium pasta brands
The main reason Reason #2 Reason #3
Delicious 29.80% 32.70% 24.30%
High quality 26.90% 39.60% 42.10%
From durum wheat 4.90% 5.90% 7.30%
Do not boil soft 4.40% 11.40% 10.50%
Do not stick together 0.80% 4.60% 5.20%
Cook quickly 1.50% 2.20% 6.30%
I've been buying for a long time, I'm used to it 14.40% 7.00% 7.10%
Acceptable price 10.20% 8.50% 11.80%
Italian 6.10% 3.50% 4.70%
Beautiful packaging 4.60% 3.30% 3.70%
Required foe recipe 4.10% 3.00% 3.20%
For lasagna 1.10% 0.60% 0.50%
For pasta 0.60% 0.60% 0.30%
For canelloni 0.20% 0.00% 0.00%
famous brand 1.80% 0.70% 1.60%
Highlighted on display 0.60% 0.00% 0.00%
Premium class 0.50% 0.40% 0.00%
Promotion 0.30% 0.00% 0.00%
Appearance of products 0.30% 0.70% 0.80%
Available in every store 0.30% 0.00% 0.00%
Price-quality ratio 0.30% 0.60% 0.80%
Base for calculation: 658 542 382
7
N=765

8. Reasons for choosing Italian pasta in cities
➢ City_______ characterized by greater attention to quality and as a consequence, taste of pasta. These are the most discerning
consumers. Inhabitants of _______ oriented more than regional consumers prestige brands. In addition among the comments
residents_______ present more comparisons with pasta they tried in Italy. This can be explained by the fact that residents of
_______ more often than other consumers visit other countries and are therefore more selective and “sophisticated”.
➢ Consumer preferences from cities_______ partly follow the trends cities_______, but less stand out against the background of
regional cities. Residents of the city appreciate taste of pasta and speed of their preparation. Unlike for residents of _______,
residents_______ important acceptable cost of pasta.
➢ City_______ by most preferences showed itself as average city. The only difference from the average values ​​is the high brand
loyalty ("I know and trust only this brand"). This can be explained by the cultural characteristics of the city.
➢ Cities are cities with typical (average) consumer preferences. The only feature of the inhabitants of the city can be called an
orientation towards acceptable cost of pasta (as well as_______)
➢ City_______ more than other regional cities focuses on quality and taste of pasta, as well as in city_______. At the same time, in
contrast to_______, prestige brand residents_______ worries least (less than in other cities). This can be explained by the
peculiarities of the region: love for delicious food, proximity to Intalian culinary tastes.
➢ Resident preference feature cities_______ is"straightness" - the use of pasta for certain dishes (for example, for lasagna)
somewhat more often than in other cities.
➢ The rest of the indicators are at the average level.
8
N=765

9. Reasons for choosing different brands of pasta
9
Brand A Brand B brand C brand D
Base for calculation (according to 2-3 reasons per
respondent)
549 456 304 241
Number of those who chose TM (% of the sample) 32.9% 29.5% 17.5% 13.3%
Taste 31.9% 23.9% 25.3% 28.2%
Quality 13.5% 14.9% 16.4% 12.0%
Do not melt, do not stick 13.5% 12.1% 8.9% 10.4%
Price 6.0% 9.9% 6.3% 10.4%
From durum wheat 6.6% 5.3% 7.2% 8.3%
Packaging (convenient, beautiful, cardboard) 4.7% 1.8% 2.3% 7.1%
Italian 4.2% 6.1% 6.6% 5.4%
Russian production 0.0% 0.0% 0.0% 4.1%
Seen on the shelf 0.2% 0.0% 0.0% 3.3%
For a specific meal 2.7% 2.4% 0.0% 2.5%
Nothing better than Italian 0.0% 0.0% 0.0% 1.7%
premium product 0.0% 0.0% 0.0% 1.7%
Appearance, form 2.2% 4.8% 3.3% 1.2%
Value for money 1.3% 0.9% 1.3% 1.2%
Get ready fast 3.1% 5.5% 2.6% 0.8%
A wide range of 2.0% 1.3% 2.3% 0.8%
Promotion 0.4% 0.2% 0.0% 0.4%
Made according to standards 0.0% 0.0% 0.0% 0.4%
We have been buying for a long time 4.0% 6.8% 10.5% 0.0%
famous brand 2.6% 2.9% 5.3% 0.0%
Dietary 0.7% 0.9% 1.6% 0.0%
Always available in stores 0.4% 0.4% 0.0% 0.0%
There are recipes on the package 0.2% 0.0% 0.0% 0.0%
9
N=765

10. Reasons for choosing different brands of pasta
➢ The main reasons for choosing a brand D are: good taste, high quality (including properties during cooking - do not boil
soft and do not stick together) and reasonable price. Quotes: “Useful, from durum varieties”, “Excellent quality and taste”,
“Well boiled both inside and out”, “Beautiful color”.
➢ Brand A is mainly noted that they like the taste of products: “soft, boil well”, “the most delicious”, “excellent taste”, “cook
well - pleasant to the taste, not hard”.
➢ Buyers of brand B besides taste and quality, Italian origin, speed of preparation and variety of types and forms are
appreciated in its products. Quote: "The quality has not changed for many years", "Beautiful before and after cooking."
➢ Buyers of the brand C appreciate it as the most famous and longest existing on the market. Italian production and high
quality products are also important for them. Quote: “It has proven itself over many years”, “The brand has long been
known, I trust it”, “I have been eating it since almost childhood.”
10
N=765

11. The Importance of Buying Italian Pasta
Important
Doesn't
matter
Difficult to
answer
Base for
calculation
City _______ 59.8% 26.6% 13.7% 241
City _______ 51.4% 45.9% 2.7% 74
City _______ 49.3% 41.3% 9.3% 75
City _______ 29.1% 66.0% 4.9% 103
City _______ 24.0% 68.0% 8.0% 75
City _______ 21.8% 64.5% 13.7% 197
Total 40.5% 49.0% 10.5% 100%
Base for calculation 310 375 80 765
60%
51% 49%
29%
24%
22%
27%
46%
41%
66% 68%
64%
14%
3%
9%
5%
8%
14%
➢ For 49.0% of respondents, the country of
production of pasta is not important
➢ And for 40.5% it is important to buy exactly
italian pasta
➢ Most of these respondents live in city_______
and_______.
For buyers of pasta in the premium
segment, the fact of the Italian origin
of pasta is not a necessary condition
for the purchase of products. Rather,
the Italian origin of pasta can be seen
as a Brand D of high quality pasta.
11
N=765

12. Criteria for identifying brands as Italian
Respondents define pasta brand as Italian based on information on the package – in general 24.6%, brand awareness- 16.8%, packaging design
(made in traditional Italian colors, Italian landscapes) - 13.4%, brand names (in Italian) - 11.5% and other parameters
0,6%
0,9%
2,6%
2,8%
3,7%
5,3%
7,0%
10,7%
11,5%
13,4%
16,8%
24,6%
The base for calculations is 643 answers (on average, 2 answers were given by each respondent). According to the questionnaire, the question was asked only to
those respondents for whom it is important to buy Italian pasta, see question#2)
12
N=765
Informationon the package
famous brand
Package design
Name
Quality
Price
Taste
Do not stick, do not melt
From durum wheat
Appearance
Advertising
Recommendations

13. Criteria for identifying brands as Italian by city
TOTAL City_______ City____ City_____ City_____ City______ City_____
Information on the
packaging
24.6% 36.7% 21.4% 16.4% 44.7% 16.7% 20.9%
famous brand 16.8% 6.7% 26.2% 10.0% 2.6% 8.3% 14.0%
Package design 13.4% 2.2% 18.1% 10.0% 1.3% 6.7% 4.7%
Name 11.5% 4.4% 7.1% 17.3% 15.8% 21.7% 14.0%
Quality 10.7% 8.9% 9.7% 4.5% 18.4% 18.3% 11.6%
Price 7.0% 2.2% 7.4% 10.9% 2.6% 6.7% 7.0%
Taste 5.3% 7.8% 2.6% 8.2% 7.9% 1.7% 4.7%
Do not stick, do not melt 3.7% 2.2% 2.6% 3.6% 6.6% 6.7% 7.0%
From durum wheat 2.8% 2.2% 2.3% 1.8% 0.0% 8.3% 7.0%
Appearance 2.6% 6.7% 2.3% 0.9% 0.0% 5.0% 7.0%
Advertising 0.9% 0.0% 0.3% 3.6% 0.0% 0.0% 2.3%
Recommendations 0.6% 2.2% 0.0% 2.7% 0.0% 0.0% 0.0%
Base for calculations 643 45 309 110 76 60 43
13
N=765

14. Upper price limit for Italian pasta
➢ On average, for the sample, the maximum cost that respondents are willing to pay for their brand of pasta was 10 Euro.
➢ The highest price is named in city_______ - 13 Euro
the lowest in city_______- 8 Euro
➢ Most respondents are willing to pay for the brand of pasta they buy from 7 before 10 euros.
City Price Before 5 euro From 5 before 7 euro
From 7 before 10
euro
Higher 10 Euro
City_______ €13.00 0.0% 17.6% 37.8% 44.6%
City_______ €12.00 2.9% 13.6% 44.7% 38.8%
City_______ €11.00 2.7% 30.7% 37.3% 29.3%
City_______ €9.00 0.0% 23.7% 54.8% 21.6%
City_______ €9.00 6.7% 18.7% 57.3% 17.3%
City_______ €8.00 12.2% 39.1% 32.0% 16.8%
14
N=765

15. Upper price limit for pasta premium segment
➢ Highest price brand consumers are willing to pay for selected premium pasta A - 12.95 euros. Consumers are willing to
pay the lowest price for D (those who consider it Italian) - 8.38 euros.
➢ The largest difference between the actual average price and the maximum at the price of Brand G (3,4 euro) and F (3,1
euro).
➢ Despite the high loyalty to premium products, many respondents said they were not ready to pay more for "their own
brand". Some of them noted that they might start buying cheaper brands if prices for their “own” brand rise (0.7%).
➢ Acceptable for respondents is the price at the level 7 euro per package.
12,95 €
10,00 €
11,00 €
9,50 €
10,67 €
8,00 €
10,00 €
8,50 €
9,60 €
6,50 €
9,40€
6,00 €
8,38 €
6,00 €
brand
Difference between
maximum and
actual price
Brand G 56.67%
Brand F 47.69%
Brand D 39,67%
Brand E 33,38%
Brand A 29.50%
Brand F 17.65%
Brand B 15.79%
15
N=765

16. Definition criteria Brand D as Italian brand
TOTAL City_______ City_______ City_______ City_______ City ______ City _____
Name 50.4% 55.9% 46.1% 45.4% 53.2% 48.6% 58.4%
Package design 18.0% 12.5% 27.8% 19.1% 13.8% 13.5% 4.0%
High price 9.0% 2.4% 8.1% 13.5% 6.4% 2.7% 10.4%
Information on the packaging 6.5% 4.2% 4.9% 9.2% 3.2% 13.5% 8.8%
The word "paste" 4.7% 5.5% 7.7% 2.0% 1.1% 0.0% 4.8%
Appearance of products 3.4% 6.1% 3.8% 2.4% 4.9% 0.0% 0.0%
High quality 2.6% 1.2% 1.1% 5.2% 3.2% 5.4% 0.8%
Window display next to Italian 2.4% 0.0% 0.0% 0.0% 0.0% 3.5% 2.8%
Taste 1.3% 2.4% 0.0% 2.8% 2.1% 0.0% 0.0%
There is a certain type of
product
0.8% 0.0% 2.5% 0.0% 0.0% 0.0% 0.0%
Flour grade, composition 0.5% 0.0% 0.0% 0.4% 2.1% 2.7% 0.0%
Italian technology 0.2% 2.4% 0.0% 0.0% 0.0% 0.0% 0.0%
Get ready fast 0.1% 1.2% 0.0% 0.0% 0.0% 0.0% 0.0%
Base for calculations 873 82 284 251 94 37 125
16
N=765

17. Summary
✓ Among those surveyed, 52.5% paid attention to brand D in the shop
✓ At the same time bought a brand D 13.3% of respondents
✓ Most respondents did not choose a brand D because they are not familiar with it (20.56%) or did not notice it on the shelf (12.44%).
✓ Most active brand D purchased by survey participants city_______ and city_______. Least active in the city_______and
city_______.
✓ Majority of respondents prefer to buy Italian pasta due to its taste and high quality. In addition consumers appreciate the
convenience of packaging, the speed of cooking pasta and the variety of product shapes
✓ For 40.5% of respondents, it is important to buy Italian pasta
✓ Among all respondents 67.6% believe brand D is an Italian brand
✓ Respondents define a pasta brand as Italian based on the information on the packaging (24.6%), brand awareness (16.8%),
packaging design (13.4%) and brand name (11.5%)
✓ More than 50% of respondents consider the brand D Italian thanks to its name (in Italian) as well as the design of the packaging, the
high price (similar to well-known Italian brands) and the information on the packaging (inscriptions in Italian).
✓ The maximum cost that respondents are willing to pay for "their" brand of pasta is 10 Euro
✓ Consumers are willing to pay the lowest price D (those who consider it Italian) - 8.3 euro.
✓ Among respondents who believe that the brand D is Italian the maximum price for these products was called based on their own
capabilities and the usual purchase price (8.3 euro). Thus, the excess over the actual cost is 39.67% (third place after G (56.67%) and
F (47.69%)
✓ The reasons why brand D loses competitors (in descending order):
✓ Low awareness of the brand (a fifth of the respondents did not choose the brand for this very reason)
✓ Not Italian "signs” on the packaging and price tags: the country of production is indicated, the logo is placed,other
signsstandards (respondents read the back of the packaging)
✓ The habit of "their" brands and inconspicuousness the front side of the package on the shelf (12.44% did not notice the
brand)
✓ Packaging design (no Italian flag, not cardboard, does not seem expensive)
✓ Pasta D thicker than Italian
17