The competitiveness of cigarette brands in the Perm market

The publication presents the results of a comprehensive analysis of the competitiveness of cigarette brands using several methods: the ratio of “quality and price” of cigarettes, the expert method “11111-55555”, and a comprehensive method of integrated assessment of cigarette brands based on empirical data obtained from the study of consumer demand. Based on the results of the study, the following heterogeneous data were obtained: on the levels of competitiveness of cigarette brands, both from the points of view of experts on quality indicators, on the index of the ratio of quality and price indicators, as well as the vision obtained as a result of an expert brainstorming session using the “11111-55555” assessment methodology. In addition, an analysis and assessment of the competitiveness of cigarettes from the point of view of their direct consumers and buyers was carried out. As part of the research, a primary marketing study of consumer preferences for cigarette brands in the Perm market was also conducted. The use of a triple complex of different methods ensured the receipt of objective generalized results: when assessing according to quality and taste criteria, the same results were obtained, when the obtained qualimetric assessments of the quality of cigarettes were correlated with the price of their sale, other results were obtained, which also differed from expert assessments using the “11111-55555” method. As a result of calculating the integrated indicator of the competitiveness of the cigarette brands under consideration in the opinion of consumers, additional new data were obtained. As conclusions, practical recommendations for optimizing cigarette purchases for smokers and recommended measures for improving their competitive strategies for manufacturers of the cigarette brands under consideration are formulated.

quality and price of cigarettes, 11111-55555 method, integrated indicator of cigarette competitiveness