| Segment |
Needs |
Motives |
Barriers |
| People with average and above average income |
To buy products near the residence/place of work |
Products accessibility |
No store within walking distance |
| To consume high-quality, natural and healthy products |
Taste characteristics |
Breach of manufacturing techniques |
| Non-compliance of the products quality with what was declared |
| To consume products, ensuring environmental safety at the stages of production, marketing and waste and packaging processing |
To support environmental safety |
No waste recycling system |
| Lack of used containers collection centers |
| To consume products at reasonable prices |
Awareness of compliance “price-quality” |
High prices |
| Need to buy products in nice convenient packages |
Nice packaging colour |
Products deformation |
| Catching products colour |
Shelf life expires or has already expired |
| Need to buy products corresponding to the state quality standards |
State confirmation of the declared quality |
No documents |
| The absence of conformity marks on the packaging |
| Dealers and public catering establishments |
Need to buy products meeting the needs of the final consumer |
Products quality awareness |
Not knowing the taste qualities of products |
| Not knowing the attitude of potential consumers to the product |
| Need to buy wholesale products at competitive prices |
Acceptance of fixed price |
Denial of price |
| Need to buy products corresponding to the state quality standards |
State confirmation of the declared quality |
No documents |
| The absence of conformity marks on the packaging |
| Need to buy a list of necessary products (comply with assortment matrix) |
Free space on the shelves for meat products |
The absence of space on the shelves in the store (filled with goods of competitors) |
