Development of Crystal Sales in Russia

1. Development of Crystal Sales in Russia By Furio Treu

5. DDR

9. 143 million people

11. The group of consumers called “Innovators” deserves to be the focus of a supplier’s attention. • The share of this consumers in Russia in 2001 was rather small - only 8% - but relatively large in Moscow, making up 18%. • These are the people whose consumer potential is significantly higher than the average. They exhibit an explicitly innovative consumer behaviour. • Nearly half of the group is under 30 years old. In addition, half of the group is comprised of business people and white-collar employees. “Innovators” prefer to spend their free time involved in sport activities and “active” leisure, and eat out in restaurants. • Interestingly enough, the year 2002 saw a drastic increase (from 8% to 15% for Russia) of the share of this type of consumer in the market.

12. The second largest group in the cluster is called “Spontaneous” (19% of consumers in Russia and 23% of consumers in Moscow). • This group features a large share of employees with a secondary education and it contains 1.5 times as many unmarried people as the sample’s average level.

13. The cluster called “Ambitious” is a little smaller: it comprised 11% of consumers in Russia (9% of consumers in Moscow) in 2001, although in 2002 for Russia their share grew up to 15%. • Their consumer behaviour is strongly inclined to innovation, although their consumer potential is much more moderate then the above group. • These consumers rely to advertising when looking for a product. • A large share of these consumers lives in regional administrative centres such as regional capitals and major industrial cities.

14. “Self-realized” is the name of the next cluster (12% consumers in Russia and 8% in Moscow) • Their consumer behaviour is as traditional as that of the Traditionalists (below), but their consumer potential is high. • These are mainly mature-age people. The women’s share is slightly greater. • This cluster has the largest share of people disturbed or annoyed by advertising. • These consumers value reliability and quality of goods. They pay great attention to health care.

15. The largest group of consumers belongs to the cluster called "Settled" (25% of consumers in Russia and 21% in Moscow). • Their consumer potential is average or above-average. • Their consumer behaviour is rather traditional and their consumer preferences are already distributed among brands.

16. Sixteen percent of consumers in Russia and 20% in Moscow belong to the cluster called “Traditionalists” . • Half of this group is comprised of retired individuals. • The majority of these consumers are regular consumers of retail outlet.

17. The last and smaller cluster, called “Thrifty” accounts for 8% of consumers in Russia and 1% in Moscow. • Their consumer potential is the lowest of all. • Their consumer behaviour is closer to being traditional. • For them the most significant argument for or against buying a product is the price factor, and they can go through many retail outlets in search of the smallest discount.