ÏÐÎÅÊÒÛ. ÔÎÐÌÀÒÛ. ÐÅØÅÍÈß
Ïåòåðáóðãñêèé ðèòåéë-ñåðâèñ ãëàçàìè ïîêóïàòåëåé
Ïåòåðáóðæöàì íå íðàâÿòñÿ â ìàãàçèíàõ î÷åðåäè, ïëîõèå óñëîâèÿ (äóõîòà, òåñíîòà, íåóäîáíàÿ íàâèãàöèÿ è ò. ï.) è âûñîêèå öåíû. Ê òàêèì âûâîäàì ïðèøëè ñïåöèàëèñòû ÑÏáÃÓ ïî ðåçóëüòàòàì íåäàâíî ïðîâåäåííîãî èìè â êðóïíåéøèõ ðîçíè÷íûõ ñåòÿõ Ñåâåðíîé ñòîëèöû èññëåäîâàíèÿ íà òåìó «Àñïåêòû îáñëóæèâàíèÿ â ñåòÿõ ðîçíè÷íîé òîðãîâëè ãëàçàìè ïîêóïàòåëåé».
Ïðîåêò áûë ðåàëèçîâàí ïîä íàó÷íî-ìåòî- äè÷åñêèì ðóêîâîäñòâîì Ñàíêò-Ïåòåðáóðã- ñêîãî ãîñóäàðñòâåííîãî óíèâåðñèòåòà è ïðè ïîääåðæêå New Vision Inco. Èññëåäîâàíèå ïðîâîäèëîñü ñðåäè ïîêóïàòåëåé â âîçðàñòå îò 14 äî 65 ëåò è ñòàðøå â ìàãàçèíàõ ñå- òåé «Íîðìà», «Î’Êåé», «Ïåðåêðåñòîê», «Àøàí», «Êàðóñåëü», «Ëåíòà». Îïðîñ ïðî- âîäèëñÿ íà âûõîäå èç ïðîäóêòîâûõ ìàãàçèíîâ (ãèïåð- è ñóïåðìàðêåòîâ), ïðè÷åì òîëüêî ñðåäè ïîñåòèòåëåé, ñäåëàâøèõ ïîêóïêè.
18 ¹ 11, 2011
— Îáùèé ðàçìåð ôàêòè÷åñêè ïîëó÷åííîé âûáîðêè ñîñòàâèë 1111 ÷åëîâåê: 62% èç íèõ — æåíùèíû, 38% — ìóæ÷èíû, — ðàñ- ñêàçàë Äìèòðèé Ãàâðà, äîêòîð ñîöèîëîãè- ÷åñêèõ íàóê, ïðîôåññîð ÑÏáÃÓ, íàó÷íûé ðóêîâîäèòåëü èññëåäîâàíèÿ. — Äâå òðåòè ðåñïîíäåíòîâ ïðèøëè â ìàãàçèí â îäèíî÷êó, îäíà òðåòü — ãðóïïàìè (2 ÷åëîâåêà è áîëåå). 46% îïðîøåííûõ ïðèçíàëèñü, ÷òî ÿâëÿþòñÿ ïîñòîÿííûìè ïîêóïàòåëè äàííîãî ìàãàçè- íà, òðåòü — ñëó÷àéíûìè (ò. å. äåëàþùèìè
► ñòð. 20 Æóðíàë “Òîðãîâîå îáîðóäîâàíèå. Ëó÷øèé Âûáîð” ¹11 (173) 2011
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