Marketing research of various types of soap. Analysis of the structure of the range of toilet soap. Main research blocks

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Solid and liquid soaps belong to the shower and bath product group. Since soap is one of the most common hygiene products for Russian consumers, it occupies a large part of this market. According to research, 98% of Russians use soap, with about 50% of households buying more than four bars on average over a three-month period. Despite the fact that most consumers still use solid soap, cream soap, scrub soap, and antibacterial soap have appeared in the assortment of domestic soap makers. Consumers are increasingly liking this variety.

Experts say that initially soap was used exclusively for cleansing hands and body, but today some other tasks have been added to the hygienic function of soap, for example, therapeutic tasks. Today, soap is used for healing, for sensitive skin, for relieving tension, as an aromatherapy product, and for combating skin aging (according to http://www.4p.ru/main/research/4383/ and http://www1.soldis.ru/press/82.html).

As in the cosmetics and perfumery market in general, and in the soap market in particular, as the culture of using cosmetics is being formed, the income of the population is growing, there is a constant renewal of the offer. If once solid bar soap was the only possible means for personal care and, accordingly, the monopolist of the soap market, now solid toilet soap is gradually losing ground. The consumer begins to be interested in the unique properties of the product, specialization in specific properties, there is a need for new products. Manufacturers are trying to meet the requirements of the consumer, bringing to the market all new products (according to http://www.marketing.spb.ru/mr/media/soap.htm and http://www1.soldis.ru/press/82.html ).

Today, the soap market can be divided into the following segments:

Soap industrial production, which means ordinary solid soap. The industrial production of soap is complicated by the need for huge energy capacities, as well as large areas for accommodating large boilers and specialized production and packaging lines. In countries Western Europe this type of soap has long been used only as an original gift. At the same time, in Russia it still remains the number one cleanser, as well as in Turkey, America, Ukraine and Eastern Europe. Nevertheless, in our country, soap manufacturers are constantly working on updating the range and repositioning the product. Thus, manufacturers of the mass market segment have adopted the popular concepts of aromatherapy, SPA, wellness, which is reflected in product names, packaging, and advertising. The mass fascination with the ideas of exclusivity, naturalness and uniqueness of ingredients also gave a "second chance" to the bar soap segment.

Natural soap. For its production, three important natural components are needed. Most often, this soap is sold by weight. Russian natural soap can be found at a price of 100 to 400 rubles per 100 g, foreign-made soap is even more expensive - from 600-700 rubles. per 100 g. In the market of our country, the share of such products is no more than 5% of the total. This is due to the low demand for this product, which is explained by its high price. A new category for the Russian market is gaining momentum - handmade solid soap, which is produced using a different technology than mass-produced soap, based on organic components without synthetic ingredients.

Soft soap. The most common moisturizing component is glycerin: soap with its content is softer than usual. Most often outwardly it looks transparent or translucent. The cream soap popular today is also characterized by increased softness, which is achieved by adding a moisturizer.

Soap without soap. Outwardly, it is no different from traditional bar soap. However, it does not contain alkali. We can say that this type of soap is a solid gel for washing. This product is intended mainly for those who care about the health of their skin, but do not like to use liquid soap (according to http://www.inmoment.ru/beauty/health/soap-skin.html and http://www. 4p.ru/main/research/4383/).

Today, buyers have more stringent requirements for soap as a product: moisturizing, special care, beautiful packaging, an unusual smell, sometimes even associations with delicious food, for example, soap with a scent and in the form of ice cream. Large companies used a conceptual approach based on the fact that washing is not just a necessity, but a process that gives pleasure and creates a certain mood. Transnational companies have formed the middle and high price segments of personal hygiene products almost from scratch (according to http://www.4p.ru/main/research/4383/).

According to a study by Academy Service, in 2009 the capacity of the Russian soap market was 198.5 thousand tons, which is 8% less than in the previous year. By the end of 2010, the soap market may reach 166.7 thousand tons (Figure 1). If the trends in the production of soap and its sales that have developed in the domestic market continue throughout 2010, then the drop in consumption volumes may be 16% per year, or 30% over 3 years (according to http://www.allmedia.ru/newsitem. asp?id=884061 and http://www.marketing.spb.ru/mr/media/soap.htm).

Figure 1. Dynamics of the soap market capacity in Russia in 2005-2009 and forecast for 2010, tons *

The crisis and the decline in demand for other washing products (gels, liquid soaps, etc.) have led to a decrease in its capacity. Experts note that the instability of production and the reduction in demand from buyers caused by the global financial crisis are affecting (based on http://www.pravda.ru/economics/market/12-09-2010/1049094-news-0/ and http:/ /www.marketing.spb.ru/mr/media/soap.htm).

Until the mid-1990s, the enterprises of the Russian soap industry were reducing production volumes, and in retail dominated by imported products. Since 1996, most major domestic companies corporatized and began to develop both production and marketing, advertising, branding and new packaging. As a result of the crisis of 1998, and since the end of the 90s, Russian soap has firmly taken its position in the market. In 2010, the share of domestic producers was 67% - this value has remained stable in the Russian market over the past three years (based on http://www.4p.ru/main/research/4383/ and http://www.marketing .spb.ru/mr/media/soap.htm).

Currently, domestic manufacturers are oriented mainly to the middle and low price segments. They produce mainly laundry and toilet soap, the demand for which is constantly falling. Most of the soap Russian production is exported to countries former USSR. The premium segments are occupied by imported products, which differ mainly in packaging design and advertising attractiveness. Imported products also dominate in the segment of liquid soaps, gels and other washing products, which are in increasing demand in the Russian Federation. The interest of the population in everything natural and fashion for healthy lifestyle life and environmental friendliness have expanded the range of sales channels - soaps have been actively bought in pharmacies, specialized stores have appeared offering customers a wide range of soaps, both solid and liquid, both industrial and handmade. The most popular soap brands, according to population surveys, are Baby Soap, Dove, Safeguard, Absolute, Fa. As a rule, Russians buy soap once a month (according to http://www.allmedia.ru/newsitem.asp?id=884061 and http://www.marketing.spb.ru/mr/media/soap.htm) .

If we talk about the segment of traditional hard toilet soap, then among the main domestic soap producers it is necessary to note such companies as the St. Petersburg "Nevskaya Kosmetika", the Moscow KO "Svoboda", the factory "Vesna", the Nizhny Novgorod oil and fat plant.

CJSC "Nevskaya Kosmetika", according to the results of research, occupies the position of one of the leaders in the domestic soap-making market. Modern brands "Divny Sad", "Harmony" have become favorite brands recognized by consumers. Cosmetic Association "Freedom" exists since 1843, i.e. more than 160 years have passed since the Moscow merchant Alfons Antonovich Ralle opened in Moscow small production perfumery and cosmetics.

JSC Cosmetic Firm "Vesna" is one of the largest Russian manufacturers a wide range of perfumery and cosmetic products and products household chemicals. Since 1995, the Samara Perfume Factory began counting its new history, it was transformed into OJSC Vesna cosmetics company, which is one of the three leaders among Russian soap manufacturers.

OJSC Nizhny Novgorod Oil and Fat Plant produces more than 50 types of food and technical products. The plant also produces baby soap"My baby", which is designed specifically for the delicate skin of a child. The series includes three types of soap with moisturizing, emollient and vitaminized beneficial additives

A significant share of the Russian soap market is occupied by imported products. Soap deliveries to the Russian Federation come from more than 50 countries of the world. The main importers are Poland and Türkiye. In terms of volume (51% of imports), liquid soaps, gels and other skin washing products are in the lead (43.5 million tons). Laundry soap is supplied to our country by 5.3 million tons (6% of imports) - Russian consumers are gradually switching to other household chemicals (Figure 2). As for exports, in 2009 it was mainly laundry soap - 46.6 million tons were sold abroad. It is produced in our country more and more for export to the countries of the former USSR - domestic demand for it is falling. Exports of toilet soap amounted to 9.6 million tons, while skin washes, gels and liquid soaps - 7.5 million tons. The main buyers of Russian soap are Ukraine, Kazakhstan, Kyrgyzstan and Afghanistan. The exporting country with the largest volume of supplies of liquid soap was Ukraine - 56-57% of total exports, 54% of toilet and 48-49% of laundry soap go to Kazakhstan (according to http://www.pravda.ru/economics/market /12-09-2010/1049094-news-0/ , http://www.allmedia.ru/newsitem.asp?id=884061 and http://www.marketing.spb.ru/mr/media/soap. htm).

In accordance with the trends of recent years, despite the financial crisis, an even greater growth of the liquid soap market is expected (both in quantity and in terms of volume). monetary terms). At the same time, the toilet soap market will gradually decline.

Another major trend of recent years is the increased demand for handmade soap, which is formed on the interest in everything natural and environmentally friendly, as well as the fashion for Original gifts(which is facilitated by the attractive design and exquisite aroma of the products). The largest suppliers of such soaps in Russia are Latvia (63%) and Bulgaria (37%), offering Lush, RoyalSoapDeLaurier, BombCosmetics, L`Occitain, FreshLine, StenderaZiepjuFabrika, RigasZiepjuManufaktura brands on the Russian market (based on http://www.pravda .ru/economics/market/12-09-2010/1049094-news-0/ , http://www.allmedia.ru/newsitem.asp?id=884061 and http://www.marketing.spb.ru/ mr/media/soap.htm).

In Russia, handmade soap is produced by the St. Petersburg company Blanche (Blanche LLC). The bet was made on the regions, taking into account that the retail price of soap should not exceed 70 rubles. for 100 g. The composition of the first batch of Antik soap, released by the company, included therapeutic mud, vegetable oils, beeswax. Some ingredients for hand soap are sourced from abroad. According to experts, the market for "handmade" soap is still far from being saturated, but very promising, and the global trend is such that handmade cosmetics are gaining popularity every year (according to http://business.km.ru/magazin/view.asp ?id=6516A0C722F84D889BA30120B38E6EDA). Experts believe that this particular segment is the most attractive for investment, because today the consumer, and even more so those with a high income, are beginning to be interested in the unique properties of the product. Currently, the number of places where you can buy this product has increased significantly - for example, in Moscow, various types of soap are sold both in hardware stores, supermarkets, markets and small shops, as well as in pharmacies, as well as specialized company stores. This indicates not only the development of the market, but also the transition of the soap segment, as well as the cosmetics market, to the section of aesthetic goods (according to http://www.pravda.ru/economics/market/12-09-2010/1049094-news -0/ and http://www.allmedia.ru/newsitem.asp?id=884061).

In Moscow, the most preferred shopping place is a supermarket. According to the Academy Service company, 47% of Muscovites buy soap there (Figure 3), followed by a pharmacy and a hardware store.

As for the further dynamics of various segments of the Russian soap market, sales of more expensive soaps and greater market segmentation are expected - for example, by composition (based on glycerin, with moisturizing / exfoliating additives), by purpose (for hands, feet, intimate hygiene), by manufacturers (domestic / imported, handmade soap) (based on http://www.pravda.ru/economics/market/12-09-2010/1049094-news-0/ and http://www.marketing.spb .ru/mr/media/soap.htm).

Main conclusions:

In recent years, the universal soap, previously used for washing, for washing the body, hair and hands, is becoming a thing of the past, giving way to new varieties of cosmetics, among which are: solid, liquid, natural soap, as well as “soap-free soap” .

Today, the consumer is beginning to be interested in the unique properties of the product, specialization in specific properties, there is a need for new products that manufacturers are trying to satisfy.

Nevertheless, for Russian consumers, soap is one of the most common hygiene products. Despite the decline in sales, it is still the largest segment of the bath and shower product group.

Russian soap producers produce mainly laundry and toilet soap, foreign ones produce liquid soap, cream soap, gels, and other types of products belonging to the middle and upper price segments.

The desire of the population for everything natural and environmentally friendly has led to rapid development in Russia, the market for handmade soap, which is increasingly gaining popularity in Western countries. As a result, the market expects even greater growth in the segments of liquid, natural, cream soap in quantitative and monetary terms, and a fall in the consumption of solid soap.

Soap supplies to Russia come from more than 50 countries. The attractiveness of the market is formed by low customs rates. The main importers are Poland and Türkiye.

The most preferred place to buy soap are supermarkets. Consumers increasingly prefer to buy soap from pharmacies, hardware stores and specialty stores.

Content
Introduction

Application

1 Development of a working concept of marketing research
The object of study is a phenomenon that generates a problem situation and is chosen for study.
Subject - everything that is within the boundaries of the object of study, in a certain aspect of consideration.
A problem is a contradiction between the achieved knowledge and new facts.
The goal is the planned end result, which is of great theoretical and practical importance for a particular branch of scientific knowledge.
Tasks - specific areas of study of individual aspects of the problem under study.
A hypothesis is a scientific assumption put forward to explain some phenomena.
Object - consumers of soap in the city of Kirov.
The subject is consumer preference for soap.
The problem is what kind of soap is most preferred by consumers.
The goal is to determine consumer preference for soap.
Tasks: to study the types of soap most preferred by consumers;
determine the purpose of the purchase of soap;
to identify how income affects the choice of types of soap;
explore places to buy soap;
to determine what effect price has on consumer preferences for soap;
study the impact of packaging on consumer choice of soap;
to study the most important properties of soap that influence consumer preferences.
Hypothesis - as a result of a quantitative marketing research, it was revealed that the type of soap most preferred by consumers is toilet soap.

2 Development of a marketing research plan
2.1 Development of information base of marketing research. Choice of marketing research methods
Marketing information - facts, figures, information and other data used in the analysis and forecasting of the marketing situation.
According to the method of obtaining marketing information is divided into primary and secondary.
This study uses secondary information.
Table 1 - Advantages and disadvantages of secondary information

Advantages of Secondary Information	Disadvantages of Secondary Information
Many types of information are inexpensive	May not be suitable for the purposes of the study
Usually quickly assembled	May be old or obsolete
Often has multiple sources	There may be conflicting data
Sources may contain data that cannot be obtained independently	Many research projects cannot be repeated
The information collected from independent sources is usually very reliable.	Data collection methodology may not be known and secondary information may be insufficient
Forms a more complete picture of the problems under consideration

In the course of a desk marketing research, information was obtained and processed on the types, average retail price, packaging, and properties of soap.

Soap - a washing mass (piece or thick liquid) that dissolves in water, obtained by the interaction of fats and alkalis, used either as a cosmetic product - for cleansing and caring for the skin; or as a means of household chemicals - a detergent.
There are several types of soap. (see diagram 1). All of them are obtained using the same chemical reaction that occurs when cooking fats with caustic soda. As a result, its fats break down into its constituent parts - glycerin and fatty acids, which, when combined with soda, form sodium salts.
Scheme 1 - Types of soap
Laundry soap is one of the most economical and traditional ways to solve the problem of cleanliness. Laundry soap is made from natural raw materials, or from synthetic fatty acids. Laundry soap is intended for sanitary and household purposes - washing hands, dishes, it washes efficiently in hot and cold water, perfectly removes old dirty stains, and is indispensable for washing work clothes. Laundry soap is absolutely harmless to humans and many people use laundry soap or shavings from it to wash their things, which is justified due to the hypoallergenicity of laundry soap.
Handmade soap is an environmentally friendly product. Its basis is natural baby soap, glycerin, essential oils, herbs and spices. Soap has a cleansing effect and has a cosmetic effect. Handmade soap is attractive in appearance. This is not a close store-bought bar of soap with chemical aromas, each batch is interesting and unique in its own way. Handmade soap takes into account the tastes and needs of the client. Composition, color, shape, size - everything can be selected and made exclusively to order.
Toilet soap. Toilette in French means "cleansing", "putting in order". Therefore, this soap fully justifies its name, including components that tidy up the skin. Very often, extracts of medicinal plants are added to toilet soap, which protect the skin from various damages and help to always maintain a healthy look. In addition to the fact that toilet soap is the most common cosmetic product, it has a lot of useful properties: it softens the skin, protecting it from overdrying, improves metabolic processes and relieves irritation. Toilet soap protects against germs, relieves inflammation and prevents allergies.
Liquid soap is the most hygienic, as it has a dispenser that protects the contents of the bottle from contact with dirty hands. It is easier to introduce additional ingredients into a liquid substance - essential oils, herbal extracts, ascorbic acid, which restores the natural acidity of the skin and serves as a natural preservative. Liquid soap is convenient for short trips: you can not only wash yourself with it, but also wash it, and even wash your hair if necessary.

Table 2 - Average retail price of 1 pc. soap in Kirov

Almost every soap should have a package that meets several conditions:

Table 3 - Types of soap packaging

Conducting marketing research is based on a quantitative method, and specifically on a questionnaire survey.
A survey is a method of collecting information about the object under study in the course of direct or indirect socio-psychological communication between the interviewer and the respondent by recording the latter's answers to questions.
Questioning (questionnaire survey) is a method of collecting information that provides for a rigidly fixed order, content and form of questions, a clear indication of the methods of answering which the respondent answers independently.
Of all the types of polling, the most effective is street polling, because:

disadvantages this method are:

2.2 Development of a sample marketing research plan
The second stage in the development of a marketing research plan is the development of a sampling plan, which includes the definition of the general population of the study, the outline of the sample, selection methods and sample size.
The general population is the totality of all potential respondents, determined by the objectives of the study.
The general population of marketing research is people who buy goods - soap and live in the city of Kirov.
The sample outline is a list of all units in the population from which the sample units are selected.
The sample contour is missing.
In order to fulfill the rule of representativeness of the study being conducted, it is necessary to choose the method by which the sample units are selected from the sample outline, i.e. sampling is carried out.

Scheme 2 - Sampling methods
This study was carried out at shopping center"European", a non-random sampling method was used, namely selection based on the principle of convenience. A random method was also chosen, namely simple random selection, which assumes that the probability of being selected in the sample is known and is the same for all units of the population.
The sample size is set on the basis of predetermined conditions - 30 people.
The method of achieving the required sample size is the formation of a repeated sample. This method consists in the fact that if the percentage of answers is much lower than expected, then the contours of the original sample are expanded with additional names found at random.

2.3 Development of marketing research data collection tools
Questionnaire - a research tool in the collection of primary data by the survey method, which is a formalized composition of surveys to which the respondent must answer.
The process of creating a questionnaire is as follows:

Scheme 3 - Stages of questionnaire development
The questionnaire consists of four main blocks:

The questionnaire is based on questions and answers.
Question Formulation Technology

Scheme 4 - Classification of questionnaire questions by content

Scheme 5 - Classification of questions of the questionnaire according to their functional purpose

Scheme 6 - Classification of questions in the questionnaire according to the form

At the first stage, pilot testing No. 1 was carried out. (See Appendix A)
Testing showed that the questions were not fully disclosed in the questionnaire. For example, in question Q4 you need to add some types of liquid soap packages, and in question Q11 you need to add the level of income up to 2000. Also in questions Q5 and Q7 you need to clarify how many answer options can be checked. In order for the questionnaire to be readable, you need to swap questions Q3 and Q4, and therefore change the transitions in the question Q2, as well as make the transition from Q3 to Q5.
All shortcomings have been corrected and taken into account. (See Appendix B)
Next, we conduct pilot testing No. 2. Respondents did not find any shortcomings, therefore, this is the final version of the questionnaire. 30 people took part in the survey. All who were asked to complete the questionnaire participated.
Table 4 - Question type

question number

Question type
By content	By shape	By function	By scale type
1	About the facts...	Dichotomous	Question - filter /probing	Relations
2	About the facts...	Closed	Basic	Names
3	About feelings...	Closed	Basic	Names
4	About feelings...	semi-closed	Basic	Names
5	About feelings...	semi-closed	Basic	Names
6	About the facts...	semi-closed	Basic	Names
7	About feelings...	semi-closed	Basic	Names
8	About feelings...	Closed	Basic	Relationship
9	About the facts...	Closed	probing	Names
10	About the facts...	Closed	probing	Names
11	About the facts...	Closed	Basic	Names

For each question, it is necessary to know its informational content, thanks to which it is possible to identify its role in the survey.
Table 5 - Information content of questions

	Information content of the question
1	With this question, you can find out whether consumers buy soap or not.
2	Use this question to find out which soap consumers buy most often.
3	Using this question, you can find out in which package the respondent prefers to buy liquid soap
4	Using this question, you can find out in which package the respondent prefers to buy bar soap
5	With this question, you can find out for what purposes the respondent purchases soap
6	Using this question, you can find out where the respondent most often purchases soap.
7	Using this question, you can find out what properties the respondent pays attention to when buying soap
8	With this question, you can find out how satisfied the consumer is with the price of soap in general.
9	This question can be used to find out the gender of the respondent.
10	This question can be used to find out the age of the respondent.
11	This question can be used to find out the income level of the respondent.

3 Implementation of the marketing research plan
3.1 Data collection
This study was conducted near the European shopping center, because there is a large flow of people who can take part in the survey. In this study, a non-random sampling method was used, namely selection based on the principle of convenience. The essence of the selection method is that the sampling is carried out in the most convenient way from the position of the researcher. A random method was also chosen, namely simple random selection, which assumes that the probability of being selected in the sample is known and is the same for all units of the population. This survey does not have strict age restrictions, therefore, everyone could participate in the questionnaire. Thanks to this, the highest percentage of answers to questions was achieved.
3.2 Pre-processing of the received marketing research data
Editing - an accurate comprehensive check and correction of completed data collection forms.
As a result of editing, the questionnaire was viewed. No omissions or inaccuracies were found.
Encoding is the process of presenting the collected data in a form suitable for processing by a PC.
Through encoding, raw data is converted into numbers. It is necessary to encode both questions and their answers. It is recommended to encode them in numbers, it is better to use the numbers as they were recorded in the data collection form.
A code book is a book that describes each variable, gives it a code name, and identifies its location in the record.

Table 6 - Book of codes

question number

	Variable	Specific encoding
1	2	3	4
1		Q1 You buy soap
	1 2 3	1. Yes 2. No 3. No response	Chosen – 1 Not selected - 0 No answer - 2
2		Q2 What kind of soap do you buy most often?
	4 5 6 7 8	1. Laundry soap 2. Handmade soap 3. Toilet soap 4. Liquid soap 5. No response	Chosen – 1 Not selected - 0 No answer - 2
3		Q3 Which liquid soap package do you prefer
	9 10 11 12 13	1.Glass bottle with dispenser 2.Glass bottle without dispenser 3. Polyethylene bottle with dispenser 4.Polyethylene bottle without dispenser 5.No answer	Chosen – 1 Not selected - 0 No answer - 2
4		Q4 Which soap package do you prefer
	14 15 16 17 18 19	1. Carton packing 2.Polyethylene packaging 3.Plastic packaging 4.Without packaging 5.Other 6.No answer	Chosen – 1 Not selected - 0 No answer - 2

Continuation of Table 6

3	4
5		Q5 For what purpose do you buy soap
	20 21 22 23 24 25	1.Personal care 2. Sanitary - hygienic purposes 3.household purposes 4.Cosmetic purposes 5.Others 6.No answer	Chosen – 1 Not selected - 0 No answer - 2
6		Q6 Where do you most often buy soap
	26 27 28 29 30 31 32 33	1. Supermarket 2. Hypermarket 3.Wholesale base 4.Specialized stores 5. Household goods store 6. Store of industrial goods 7.Other 8. No answer	Chosen – 1 Not selected - 0 No answer - 2
7		Q7 What properties of soap do you pay attention to when buying
	34 35 36 37 38 39 40 41 42 43	1.Moisturizing properties 2.Soothing properties 3.Cleansing properties 4.Anti-allergenic properties 5. Anti-aging properties 6.Regenerating properties 7. Antibacterial properties 8. Anti-inflammatory properties 9.Others 10. No answer	Chosen – 1 Not selected - 0 No answer - 2

Table 6 continued

3	4
8		Q8 How satisfied are you overall with the price of soap
	44 45 46 47 48 49 50 51 52 53 54 55	1.1 2.2 3.3 4.4 5.5 6.6 7.7 8.8 9.9 10.10 11.N 12. No answer	Chosen – 1 Not selected - 0 No answer - 2
9		Q9 Your gender
	56 57 58	1.G 2.M 3.No answer	Chosen – 1 Not selected - 0 No answer - 2
10		Q10 Your age
	59 60 61 62	1.Up to 18 years old 2.18-25 years old 3.More than 25 years 4. No answer	Chosen – 1 Not selected - 0 No answer - 2
11		Q11 Please indicate the level of income in your family per person
	63 64 65 66 67	1.Up to 2000 rubles 2.2001 - 5000 rubles 3.5001 - 9000 rubles 4.More than 9001 rubles 5.No answer	Chosen – 1 Not selected - 0 No answer - 2

3.3 Analysis of the received marketing research data
Tabulation - counting the number of events that fall into different categories.
Distinguish between simple and cross tabulation.
A simple tab is a count of the number of events that fall into a category based on 1 variable.
Cross tabulation - counting the number of events that fall into a category based on multiple (2 or 3) variables at the same time.

Tab 1 - Purchased Products

Conclusion: The tabulation shows that the largest number of respondents purchase toilet soap more often, the smallest number purchase laundry soap. And none of the surveyed respondents use handmade soap

Tab 2 - Purpose of buying soap

Target	Number of respondents
Personal hygiene	18	42
Sanitary - hygienic	12	28
Household	6	14
Cosmetic	7	16
Other	-	-
Total:	43	100

Conclusion: This tabulation shows that respondents most often purchase soap for personal hygiene and least of all for cosmetic purposes.

Tab 3 - Place of purchase of soap

Conclusion: This tabulation shows that the largest number of respondents purchase soap in supermarkets, the smallest number of respondents in hypermarkets.

Tab 4 - The most important properties of soap

Soap properties	Number of respondents
Moisturizing properties	11	18
Softening properties	11	18
Purifying properties	11	18
Anti-allergic properties	4	6
Anti-aging properties	-	-
Regenerating properties	1	2
Antibacterial properties	20	33
Anti-inflammatory properties	3	5
Other	-	-
Total:	61	100

Conclusion: This tabulation shows that for the consumer when buying soap, the most important property is antibacterial. The least attention is paid to anti-inflammatory and regenerating properties.

Tabulation 5 - Dependence of the purchase of soap on the level of income of the consumer

Conclusion: This tabulation shows that not a single respondent purchases handmade soap. The highest percentage was 57% - this is the level of income from 2001 to 5000 rubles. That is, 7% - purchase laundry soap, 30% - toilet soap, 20% - liquid soap.

Tabulation 6 - Dependence of the choice of soap on the purpose of purchase

Total:

Acquisition Purposes	Soap type
Acquisition Purposes	Laundry soap	Handmade soap	Toilet soap	Liquid soap
Personal hygiene	-	-	10 (23%)	8 (19%)	18 (42%)
Sanitary and hygienic purposes	1 (2%)	-	6 (14%)	5 (12%)	12 (28%)
Economic purposes	2 (5%)	-	1 (2%)	3 (7%)	6 (14%)
cosmetic purposes	1 (2%)	-	2 (5%)	4 (9%)	7 (16%)
Other purposes	-	-	-	-	-
Total:	4 (9%)	-	19 (44%)	20 (47%)	43 (100%)

Conclusion: This table shows that toilet soap is bought by 23% for personal hygiene, 14% for sanitary purposes, 2% for household purposes, 5% for cosmetic purposes. Liquid soap is purchased by 47% of which 19% for personal hygiene, 12% for sanitary purposes, 7% for household purposes, 9% for cosmetic purposes.

Tab 7 - Dependence of the choice of soap on the price

Total:

Point score	Soap type
Point score	Laundry soap	Handmade soap	Toilet soap	Liquid soap
1	1 (3%)	-	2 (7%)	1 (3%)	4 (13%)
2	1 (3%)	-	3 (10%)	4 (13%)	8 (27%)
3	1 (3%)	-	1 (3%)	3 (10%)	5 (17%)
4	-	-	3 (10%)	2 (7%)	5 (17%)
5	-	-	1 (3%)	2 (7%)	3(10%)
6	-	-	2 (7%)	-	2 (7%)
7	-	-	1 (3%)	-	1 (3%)
8	-	-	-	-
9	-	-	-	-
10	-	-	1 (3%)	1 (3%)	2 (7%)
N	-	-	-	-
Total	3 (10%)	-	14 (47%)	13 (43%)	30 (100%)

Conclusion: This tabulation shows that 91% of respondents are satisfied with the price of soap and only 9% are not satisfied. 3% are satisfied with the price of laundry soap, 40% are satisfied with the price of toilet soap, 40% of respondents are satisfied with the price of liquid soap.

Tab 8 - Dependence of consumer choice of soap properties on the purpose of purchase

Soap properties	Purpose of acquisition
Soap properties	Personal hygiene	Sanitary and hygiene purposes	Economic purposes	cosmetic purposes	Other
Moisturizing properties	7 (8%)	4 (4%)	2 (2%)	4 (4%)	-	17 (19%)
Softening properties	6 (7%)	4 (4%)	1 (1%)	3 (3%)	-	14 (15%)
Purifying properties	6 (7%)	4 (4%)	3 (3%)	3 (3%)	-	16 (18%)
Anti-allergic	1 (1%)	2 (2%)	1 (1%)	2 (2%)	-	6 (7%)
anti-aging	-	-	-	-	-	-
Regenerating	-	-	-	-	-	-
Antibacterial	14 (16%)	7 (8%)	5 (6%)	6 (7%)	-	32 (36%)
Anti-inflammatory	2 (2%)	2 (2%)	1 (1%)	-	-	5 (6%)
Other	-	-	-	-	-	-
Total:	36 (40%)	23 (26%)	13 (14%)	18 (20%)	-	90 (100%)

Conclusion: This tabulation shows that for personal hygiene, 16% of the respondents choose the antibacterial properties of soap, for sanitary and hygienic purposes, 8% of the respondents also choose antibacterial properties, for household purposes, 6% of the respondents choose the antibacterial properties of soap, and 1 percent - anti-allergenic properties. , for cosmetic purposes, 7% of respondents choose antibacterial properties and only 3% softening properties.

3.4 Conclusions and suggestions based on the results of the study

As a result of the quantitative marketing research, it was revealed:

Based on the findings, it is necessary:

Application

Annex A
(mandatory)
Questionnaire

Annex B
(mandatory)
Pilot Test Questionnaire #1

Annex B
(mandatory)
Redesigned questionnaire

Annex D
(mandatory)
Data array

Annex D
(mandatory)
Bibliographic list

marketing communications

Introduction

Toilet soap as an object of merchandising

1 Classification and range of toilet soap

2 Consumer properties of toilet soap

3 Regulatory requirements for the quality of toilet soap

Objects and methods of research

1 Objects of study

2 Research methods

Analysis trade assortment and quality of toilet soap in the store "Zenith" (LLC "Gamma")

1 Features of the formation and evaluation of the range of toilet soap

2 Study of the quality of toilet soap by organoleptic indicators

3 Evaluation of the quality of toilet soap by physical and chemical indicators

Conclusions and offers

List of sources used

Applications

Introduction

Human skin needs regular cleansing, which means not only removing dust, dirt, cosmetic residues from the surface of the skin, but also the secretion of sweat glands, dead cells, and the stratum corneum of the epidermis.

Soap remains the most common skin care product.

Solid toilet soaps are a commodity of daily demand, and on a national scale they are products of strategic importance.

To the original hygienic function of soap, some others have now been added, for example, therapeutic tasks. Soaps are now used to treat acne, for sensitive skin, to relieve tension, as an aromatherapy product, and to combat skin aging. Experts believe that the future belongs to soap with aesthetic qualities, when color, shape, aroma become the most important criteria for choosing a product of a particular brand. Currently, a new category for the Russian market is gaining momentum - handmade solid soap, which is produced using a different technology than mass-produced soap.

In the last decade, the consumption of perfumery and cosmetic products has greatly increased in our country. New products, both Russian and foreign, are constantly appearing on the Russian market.

The Russian market of perfumes and cosmetics is growing and developing very quickly, its annual growth is 15-20%, which is much higher than the average annual growth in European countries - 2-3%. Therefore, the Russian market is very attractive for foreign companies. In this regard, foreign manufacturers are striving to occupy their niche in our market, filling it with new products.

Now the Russian consumer has become more sophisticated when choosing goods for personal consumption. With the growth of average wages, buyers have become more demanding on the quality of goods and more loyal to the price of such a product as soap, which in itself is not an expensive product.

The relevance of the chosen topic is due to the fact that soap is a basic necessity for a person. Of the entire group of perfumery and cosmetic products, perhaps only soap (along with shampoos and toothpastes) is used by consumers every day, several times, unlike, for example, perfumes or toilet water, which are not used by everyone. No civilized person can now do without soap.

Currently, the production of cosmetic hygiene products has moved to a new level of development. Along with well-known foreign manufacturers, Russian lines for the production of hygienic cosmetics have appeared in recent years.

Domestic cosmetic companies realized the importance of these products and began to produce new cosmetic series.

The problems of the development of the consumer market of toilet soap at the present time are high competitiveness among foreign firms producing the product under study.

The purpose of the course work is to study the classification, range and quality of toilet soap in the store "Zenith-Cheboksarets" (LLC "Gamma").

Based on the goal, the following tasks are identified:

reveal the concept of toilet soap as an object of commodity science;

consider the classification and range of toilet soap;

to study the consumer properties of toilet soap;

consider the requirements of regulatory documents for the quality of toilet soap;

describe the objects and methods of research;

to study the features of the formation of an assortment of toilet soap in the store "Zenith-Cheboksarets";

evaluate the quality of toilet soap by organoleptic and physico-chemical indicators.

The objects of study in this paper are three samples of solid toilet soap: baby soap with celandine extract produced by OJSC Nevskaya Kosmetika, toilet soap Timotei produced by OJSC Svoboda and antibacterial soap Absolut gentle, manufactured by OJSC Perfume and Cosmetic Company "Spring" (Appendix B).

The subject of the study is: the range of toilet soap in the store "Zenith-Cheboksarets" and quality.

This paper describes the classification and range of toilet soap, its consumer properties, the requirements of regulatory documents for quality. Next, the objects and methods of research were described. In the practical part of the work, an analysis was made of the commercial assortment and quality of toilet soap in the Zenit-Cheboksarets store. An assessment of the range of toilet soap was carried out, the quality of soap was studied in terms of organoleptic and physico-chemical indicators.

When writing a term paper, I was guided by such sources as GOST 28546-2002 "Soap toilet solid. General specifications", textbook by Vilkova S.A. - Commodity science and examination of perfumery and cosmetic products, reference book by Erdakova V.P. - Modern cosmetic products: assortment, consumer properties, quality examination; workshop by Mikhailova L.V. - Theoretical foundations of commodity science and examination, textbook Nikolaeva M.A. - Theoretical foundations of commodity science, as well as sources from the Internet.

1. Toilet soap as an object of commodity science

1 Classification and range of toilet soap

Soap - one of the groups of consumer goods, belonging to the category of "essential". It is soap in the "critical periods of history" that disappears from the shelves in the first place. In recent decades, the consumption of perfumery and cosmetic products around the world, as well as in our country, has increased. To date, the Russian market has great amount new goods, both domestic and foreign. The demand for high-quality perfumery and cosmetic products has grown, and hence the requirements for them. Everyone knows that cosmetic products give a beautiful appearance and healthy condition to the skin, therefore they are of great hygienic, aesthetic and psychological significance. Intense and not always fair advertising often misleads consumers. Therefore, evaluation of new products by specialists is necessary. Perfumery and cosmetic products are one of the complex product groups, which require not only general commodity knowledge, but also knowledge of chemistry, microbiology, cosmetology, etc. from employees of trade enterprises.

For Russian consumers, toilet soap is one of the most common hygiene products. Soap is used by 98% of Russians, with about 50% of households buying more than four bars on average over a three-month period. Experts estimate that more than 80% of households use solid soap. Soap occupies an intermediate position - it is referred to both personal hygiene products and household chemicals. Accordingly, cosmetic companies, oil and fat and chemical enterprises are engaged in the production of soap.

The Russian market for synthetic detergents (CMC) is growing rapidly. Like other markets for consumer products, the market for synthetic detergents is not protected from counterfeit products. To date, there is a tendency to increase the share of counterfeit products in general in the entire market. For certain product groups, such as clothing, footwear, perfumery and cosmetic products and synthetic detergents, the share of counterfeit and counterfeit products ranges from 30% to 90%. Experts also say that the proportion of counterfeit detergents is over 50%.

Toilet soap (toilette) in French means "cleaning", "putting in order". Therefore, this soap fully justifies its name, including components that tidy up the skin. Very often, extracts of medicinal plants are added to toilet soap, which protect the skin from various damages and help to always maintain a healthy look.

The composition of soap includes fats, oils, dyes, perfume compositions and other additives. The more natural ingredients in the soap, the better it is.

For the manufacture of toilet soap, the main and auxiliary raw materials are used. As the main raw material, natural fatty raw materials of animal and vegetable origin are used; synthetic fatty raw materials, as well as products of processing of fatty raw materials. The used fatty raw materials can be food and technical. Apply beef, lamb, pork, as well as prefabricated fats. Fats of marine animals and fish are used in the form of hydrogenated fat fats.

They use both solid vegetable oils (coconut, palm) and liquid ones - sunflower, soybean, cottonseed oils.

The introduction of solid oils (especially coconut and palm kernel) into the recipe provides the soap with the necessary plasticity during its processing, as well as high foaming in cold water during use. Liquid oils are used for cooking liquid soap or in the form of lard they are introduced into the composition of solid toilet soap.

The composition of the soap also includes fatty acids obtained as a result of the breakdown of natural fats and oils, as well as synthetic fatty acids (FFAs) obtained by the oxidation of petroleum paraffin. FFA (fractions C10-C16) are used in soap formulations instead of coconut oil or partially replace it. FFA (fractions C17-C20) are used in soap formulations instead of lard.

The main composition of the soap uses esters - palm stearate and palm oleate.

Auxiliary raw materials:

Alkaline substances are necessary for saponification of fatty raw materials and neutralization of fatty acids. Apply mainly caustic soda - NaOH (caustic soda) and soda ash - Na2CG3.

Dyes are added to give a certain color and improve the appearance of the soap. The following dyes are used: rhodamine (red), methanyl (yellow), fluorescein (violet), organic vat bright orange, lightfast turquoise (blue); pigments: lightfast yellow, green and blue phthalocyanine, orange, etc. Usually a mixture of two or more colorants is used. Coloring agents must be resistant to sunlight and free alkali: they must not color soap suds.

Bleaches are added to the soap in the amount of 0.2-1.5%. Dry white (pigments) are used: zinc white (zinc oxide) or titanium white. They improve the color tone, making it more uniform; eliminate the transparency of the piece, which sometimes appears in the process of mechanical processing of soap.

Optical brighteners in an amount of 0.3% are added to light-colored soap chips (for example, milky white soap).

Perfume fragrances give a certain smell to the soap, which can be floral, fruit and berry, fantasy.

Perfumes for soaps are always coarser than for perfumes and cosmetics such as creams, shampoos, gels, foams. Such fragrances are more persistent: they are able to "damp out" the smell of the original fatty raw materials. Concentration 1-3% - depending on the brand of soap.

Stabilizers (antioxidants). When stored in soap, oxidative processes occur, known as "rancidity", accompanied by a darkening of the bar of soap or the appearance of dark spots on its surface. To prevent spoilage of soap, stabilizers (antioxidants) are introduced into its composition. Use sodium silicate, antal, antal P-2.

Recooking additives: lanolin, spermaceti, mink and arctic fox fats, glycerin, olive oil, wheat germ oil. These additives reduce the degreasing effect of soap on the skin. They are introduced into the composition of soap intended for consumers with increased dryness of the skin, with problematic skin, as well as in children's soap.

Disinfectant additives enhance the antiseptic properties of soap. These include boric acid, carbolic acid, birch tar, salicylamide, triclosan, etc.

Deodorizing additives are added to the composition of soap to eliminate the unpleasant smell of sweat. Methanil is used.

As therapeutic and prophylactic additives, infusions and extracts of chamomile, Siberian fir, string, thyme, yarrow are used; enter vitamins.

Other additives are also introduced into modern toilet soaps: abrasive particles of dirt, algae, salts - depending on the purpose of the soap.

Surfactants (abbreviated as surfactants) are necessarily included in the composition of any soap and any detergent - both for washing and for washing. Toilet soap should perform the following two functions: removing dirt particles from the surface being cleaned and transferring them to the solution. To do this, soap must contain in its composition detergents with "washer" molecules that have hydrophobic ("water-repellent") and hydrophilic ("water-loving") parts. The first will interact with the contaminated surface, and the second - with water; dirt particles will pass into the aqueous solution along with detergents. Such substances are called surface active agents (surfactants). Typical and most common surfactants (these are salts of carboxylic acids).

Classification of toilet soap

TN VED code base:

Soap; surfactant organic substances and products used as soap, in the form of bars, pieces or molded articles, whether or not containing soap; organic surfactants and skin washes, in liquid or cream form and put up for retail containing or not containing soap; paper, wadding, felt or felt and non-woven fabrics impregnated or coated with soap or detergent:

11 000 0 - toilet soap (including soap containing medicinal products)

19 000 0 - other

20 - soap in other forms:

20 100 0 - flakes, wafers, granules or powders

20 900 0 - other

30 000 0 - Organic surfactants and skin washes in liquid or cream form and put up for retail sale, whether or not containing soap.

Soap is an alkaline salt (inorganic or organic) formed from a fatty acid or mixture of fatty acids containing at least eight carbon atoms. In practice, part of the fatty acids can be replaced by resin acids.

This heading covers only soap soluble in water, i.e. true soap. Soaps form a class of alkaline anionic surfactants that lather extensively in aqueous solutions.

There are three types of soap:

Bar soap, which is usually made using sodium hydroxide or sodium carbonate, is the most common form and accounts for the bulk of conventional soap. Solid soap can be white, colored or marbled.

Mild soap that is made using potassium hydroxide or potassium carbonate. This soap is highly viscous and is usually green, brown or pale yellow in color. Such soaps may contain small amounts (typically no more than 5%) of synthetic organic surfactant products.

Liquid soap, which is a solution of soap in water, in some cases with a small amount (usually in the range of 5%) of alcohol or glycerin in the form of additives, and does not contain synthetic organic surfactants.

This part deals in particular with:

(1) Toilet soap, often colored and scented, which includes: floating (bath) and deodorant soaps, as well as glycerine soap, shaving soap, medicated soap, and some soaps with disinfectant or abrasive properties, as described below. .

(a) Floating soap and deodorizing soap.

(b) Glycerin soap - translucent, made by treating white soap with alcohol, glycerin or sugar.

(d) Medicated (medicated) soap containing boric acid, salicylic acid, sulfur, sulfonamides or other medicinal substances.

(e) Disinfectant soap containing small amounts of phenol, cresol, naphthol, formaldehyde or other bactericidal, antiseptic or other substances. Such soaps should not be mixed with disinfectants of heading 3808 containing the same constituents, as the difference lies in the proportional content of the constituents (soap on the one hand, and phenols, cresols, etc. on the other). Disinfectant preparations of heading 3808 contain a significant proportional amount of phenol, cresol, etc., and are a liquid product, while soap with a disinfectant component is usually solid.

(e) Abrasive soap consists of soap to which is added sand, silica, pumice powder, shale powder, sawdust or any similar product. This heading covers abrasive soap only when it is in the form of a bar, a standard bar or a molded configuration. Abrasive scouring pastes and powders, whether or not containing soap, are classified in heading 3405.

(2) Laundry soap, which may be colored or scented, abrasive or disinfectant.

(3) Soaps based on rosin, tall oil or naphthenates, containing not only the alkali salts of fatty acids, but also the alkali resinates of heading 3806 or the alkali naphthenates of heading 3402.

(4) Technical types soaps intended for special purposes such as wire drawing, synthetic rubber polymerization or industrial laundries.

Subject to the exceptions mentioned in paragraph (1)(e) above, the soaps of this heading generally take the following forms: bars, standard bars, molded shapes, flakes, powders, pastes or aqueous solutions

(II) Organic surfactant products and substances for use as soap in the form of bars, standard bars or intricately shaped bars, whether or not containing soap.

This part includes toilet and detergent products and means in which active ingredient consists wholly or partly of synthetic surfactants (which may contain soap in any proportion), provided that they are in the form of a bar, a standard piece or molded pieces of complex shape, i.e. refers to ordinary forms of soap intended for the same purposes.

This part also includes products and compositions that have been rendered abrasive by the addition of sand, silica, pumice powder, etc., provided that they are in the form described above.

(III) Organic surfactants and skin washes in liquid or cream form, put up for retail sale, whether or not containing soap.

This part includes skin washes in which the active ingredient consists wholly or partly of synthetic organic surfactants (which may contain soap in any proportion), provided they are presented as a liquid or cream and put up for retail sale. Such preparations, not put up for retail sale, are classified in heading 3402.

(IV) Paper, wadding, felt and non-woven fabrics impregnated or coated with soap or synthetic detergents.

This part includes paper, padding, felt and nonwoven fabrics impregnated or coated with soap or detergent, whether or not scented, whether or not put up for retail sale. These products are usually for hand or face washing.

In addition to the above exclusions, this heading excludes:

(a) Soap base (Heading 1522).

(b) Products and preparations not soluble in water which are "soaps" from a purely chemical point of view, such as calcium or other metallic "soaps" (Chapters 29, 30, 38, etc., as the case may be) )

(d) Shampoos and tooth powders and pastes (headings 3305 and 3306 respectively).

(e) Organic and surfactant substances (other than soap), surface-active compositions or detergents (whether or not containing soap) and soap solutions or dispersions in an organic solvent of heading 3402.

(f) Cellular plastics, foamed rubber, textile materials(other than padding, felt, non-woven fabrics) and metal pads impregnated or coated with soap or detergent (these are usually included in the heading corresponding to the substrate material).

OKP codes:

Toilet detergents

With targeted additives

Fat-based detergents

Soap in terms of 40% fatty acid content

Solid toilet soap

Laundry soap

Household detergents

Toilet detergents

Detergents for special purposes.

Currently, the range of soaps is diverse and wide. It is subdivided according to seven main classification features.

1. According to the consistency, soap is liquid, solid, creamy and powdered. The main one is bar soap (solid).

Solid (lump) toilet soap is an aqueous solution of salts of fatty acids with a concentration of 74-78%. At these concentrations, this solution is solid. Modern methods for studying solids (X-ray analysis, electron microscopy) made it possible to elucidate the structure of anhydrous powders of sodium and potassium soaps. They have a crystalline structure. They consist of crystals connected in long fibers, which, intertwining, form a crystalline structure. The length of the fibers reaches several microns. Soap hardens into a homogeneous mass, outwardly completely unlike a crystalline formation.

The creamy soap is a triethanolamine soap (RCOONH (CH2CH2OH)3). This soap is characterized by a high washing effect, it dissolves not only in water, but also in oils, petroleum products (gasoline, kerosene), turpentine. It is almost neutral, therefore it is mainly used in the production of cosmetic products (shaving soap cream, etc.).

Powdered soap is a soap base dried in spray dryers. The powder contains sodium bicarbonate and other additives. Soap softens water well, recommended for shampooing with normal and oily skin, makes hair soft and fluffy. Powdered soap is packaged in bags.

Liquid toilet soap is a water-alcohol solution of potassium salts of fatty acids, vegetable oils (coconut, coriander and others) and various additives (glycerin, lanolin, castor oil). Liquid soap is convenient to use, has additional cosmetic benefits. Liquid soap cleanses the skin without overdrying it, without disturbing the fat balance. It can be used to wash the body and head. For people with acne-prone skin, liquid soap with a high content of bactericidal substances is recommended. For oily skin, soap with the addition of herbal extracts that narrow pores and have a drying effect, for example, with a string, based on chamomile inflorescences, and others, is effective.

2. According to the type and material of packaging, soap is produced without a wrapper and in a wrapper (paper, cellophane), in a cardboard case. Soap paper wrapper should consist of two or three layers.

Toilet soap is also wrapped in a single-layer wrapper made of transparent, translucent and opaque materials, laminated paper, foil, paper with a microwax coating.

Along with the usual, new progressive types of wrapping toilet soap appeared: in polyethylene and polypropylene decorative film, plastic cases. Soaps of the original form are laid out in colorful boxes of 3-5 pieces, less often 10 pieces.

Liquid soaps are packaged in polymer bottles with various types of closures.

3. By weight, toilet soap is packaged in the form of pieces of various shapes with a nominal (conditional) weight from 10 to 200 g. Soaps weighing 100, 125, 150 g are considered the most convenient and economical to use.

In shape and color. According to the shape of a piece, toilet soap is produced in rectangular, oval, round, figured.

By color, toilet soaps can be unpainted (white), painted in light pure colors (pink, blue, yellow, etc.), with a colored decorative pattern, transparent. There is a trend towards an increase in the production of uncolored toilet soaps, as dyes can have a negative effect on the skin.

According to the nature of the fragrance, soaps with a floral and fantasy smell are distinguished.

By appointment, toilet soaps are divided into hygienic, therapeutic and prophylactic, disinfectant, deodorizing and special.

Hygienic toilet soaps are designed for daily skin care. Depending on the beneficial additives, they are recommended for different types of skin care:

Hygienic soaps for the care of normal and oily skin may contain fruit and vegetable complexes;

Hygienic soaps for the care of normal and dry skin contain overgreasing additives;

Hygienic soaps for all skin types.

The special group includes soap for sea water, soap for Agriculture (sand soap), for industry, etc.

7. By quality. Depending on the main consumer properties, toilet soaps are divided into the following brands of soap:

- "Neutral" (N);

- "Extra" (E);

- "Children's" (D);

- "Ordinary" (O).

In this case, each brand of soap must have an individual brand name. Each brand of soap has its own quality requirements, the highest - to soap brand "Neutral".

Today, there is an overproduction of cheap soap, which has approximately the same consumer properties, while the products are not clearly positioned. The way out in this situation for many companies was the expansion of the range, the development of new sub-segments. So, in the assortment of domestic soap makers appeared: soap-cream, soap-scrub, antibacterial soap, anti-cellulite soap and others.

According to the analysts of EMG "Staraya Krepost", a new category for the Russian market is gaining momentum - handmade solid soap (Appendix 1), which is produced using a different technology than mass-produced soap.

In mass production, the boiler method of boiling soap is used at a temperature above 100 ° C using animal fats, due to which the soap becomes solid.

The production of handmade soap is a cold method (melting at 30-40°C) based on the saponification reaction. It involves the use of more expensive herbal ingredients, standing the substance for two to four weeks to complete the saponification reaction and neutralize the soap.

The "cold" process used, in which soap is not boiled, allows you to fully preserve vitamins, phospholipids, amino acids and other beneficial substances. Handmade soap does not cause dryness and tightness of the skin, irritation and peeling, as well as allergic reactions in people with sensitive skin.

One of the latest innovations in the hygiene industry is disposable soap, which ensures that the soap does not come into contact with the skin of another person under any conditions. Disposable toilet soap can consist of two or three phases:

the internal phase, which is a liquid or bulk detergent, for example, a mixture of anionic surfactant, dye, perfume, cosmetic additive, stabilizer, etc.;

the external phase, which is a solid detergent, for example, a mixture of fatty acid salts with gelatin and others. This phase is rapidly soluble in water, while it does not interact with the internal phase.

If there is a possibility of interaction between the internal and external phases, then an intermediate layer is made, which is a substance that prevents their interaction.

The technical result of such soap is its ease of use due to the properties and form of its release. Disposable soap is produced in the form of tablets or granules of various spatial configurations, packaged in blister packs, which ensures the convenience of individual use, as well as improving the sanitary and hygienic conditions for the individual use of toilet soap.

Among the most interesting marketing trends for disposable soap is water-soluble soap.

Disposable soap is economical, as it allows to reduce the consumption of detergents up to 12%, has a high foaming capacity and rapid solubility in water (on contact with water, it is washed off without residue in 0.4-9 s). Depending on the composition of the phases, it has a wide range of uses, for example, for washing various parts of the body of any degree of contamination (people of various age groups and professions), for perfumery and cosmetic purposes, by selecting the compositions of detergents and the components introduced into them.

However, it should be noted that, as a rule, disposable soap does not have any additional properties - neither moisturizing, nor cleansing, nor antibacterial. The only advantage of this form is hygiene. And another plus - disposable soap is very convenient when traveling.

The modern assortment of toilet soaps also includes mud, salt, anti-cellulite soap, cream soap, scrub soap, soap deodorant, antibacterial soap.

Mud soap, as a rule, has a dark color and a rather specific mineral smell, because. it contains a large percentage of natural dirt. Mud soap is especially suitable for those with oily skin. It eliminates oily sheen, tightens pores, reduces possible inflammation. Clay, which is part of the soap, can enhance blood microcirculation in the skin. All this contributes to the elimination of acne and acne. Moreover, in most cases, the result is noticeable very quickly - already after 2-3 weeks of intensive use of soap (at least twice a day - in the morning and in the evening). Some varieties of mud soap have an antifungal effect, therefore they are recommended for use in swimming pools, saunas and other public places, as well as for the prevention of fungal skin diseases (mycosis).

Salt soap is good for dry, sensitive and hypersensitive skin. It contains many minerals. In addition, the composition of this product is ideally balanced in terms of acidity. It is believed that healthy skin has a pH of 5.5. This is not entirely correct, because a lot depends on the specific area of \u200b\u200bthe body. The acid-base balance of salt soap is ideal for the face. Dead cells, particles of dirt and cosmetics are very carefully removed from it. After washing with salt soap, the absorption capacity of the skin increases, i.e. she becomes more susceptible to the action of creams.

A feature that limits the use of salt soap is that some of its varieties are suitable only for the skin and cannot be used for mucous membranes. Therefore, before using salt soap, you must carefully study its labeling.

Anti-cellulite soaps typically contain caffeine and plant extracts such as pepper or ivy extract. However, any noticeable effect from its use is not achieved. It is desirable to combine it with other anti-cellulite products, for example, with gels or creams.

Scrub soap contains solid particles that help exfoliate dead skin cells. Bran, crushed wheat germ, seaweed can be used as an abrasive. This soap can be used with any skin sensitivity, but it should not be used for skin that has pustular rashes. Scrub soap can also be used as an anti-cellulite soap, since abrasive particles have a good massage effect, they improve microcirculation in the skin.

Soapy deodorant quickly eliminates the unpleasant smell of sweat and gives the body a pleasant and unobtrusive fragrance. However, the deodorizing effect of soap does not last long, because. this soap does not contain substances that block the release of sweat. The deodorizing effect of soap is due only to the presence of aromatic additives.

Antibacterial soap has long been a range of imported and domestic soaps. There are a lot of different opinions about the harm or benefit of antibacterial soap, but there is still no clear answer to this question. Cosmetologists and doctors say that antibacterial soap should not be used all the time. This is especially true for varieties containing triclosan and triclobin. American scientists, after conducting a series of studies, have shown that strains of bacteria gradually acquire resistance to triclosan, so over time it loses its effectiveness. In addition, antibacterial additives do not have selectivity, and by destroying pathogenic flora, they destroy beneficial bacteria.

Soaps with deodorizing and bactericidal action are especially widespread in the USA, where they make up 46% of the toilet soap market.

Cream soap comes in both solid and liquid form, the latter being much more common. Cream soap differs not only in a large amount of moisturizing substances, but also in a balanced acidity. This soap does not dry or irritate the skin. The skin after using the soap becomes soft due to the presence of moisturizing ingredients. However, this applies only to products of large and well-known companies. Because only they can afford to equip an expensive laboratory and develop the optimal recipe for cream soap.

Many properties of soap, such as solubility in water, foaming, detergency, bactericidal and moisturizing properties depend on its composition and additives. Liquid soap is prepared on the basis of coconut oil and original detergent components that have a beneficial effect on human skin.

Liquid soap gently cleanses and moisturizes the skin, has pronounced cosmetic and dermatological benefits, restoring and maintaining the health and beauty of the skin. Liquid soap has antiseptic properties, helps to remove acne and blackheads. Liquid soap does not contain alkali, solvents and abrasive substances. Packaging liquid soap allows you to eliminate the contact of the bulk of the soap with hands, which determines the individual use and hygiene of the soap.

Decorative soaps, which are produced by many cosmetic companies, make the assortment of solid toilet soaps diverse and interesting.

A variety of forms combined with subtle persistent aromas are often complemented by unusual colors (striped, variegated, with a mother-of-pearl tint, with metallic sparkles, etc.). Soaps on a string are attractive, as are floating soaps containing a cavity or a piece of foam inside.

Transparent, or as they are also called glycerin soaps, are popular. Transparent multi-colored soap is obtained by mixing multi-colored portions of the soap base in a mold. To obtain a transparent soap, well-purified raw materials are used, while in addition to traditional components, sugar syrup, glycerin, alcohol or liquid glass are introduced. It turns out a beautiful soap, but with a low washing power.

Russian experts are unanimous in their forecast for the development of the soap market. The times when the buyer purchased inexpensive soaps are gradually passing. Consumer preferences are shifting towards more expensive brands and segments that offer a clear concept, high quality, attractive packaging and a whole range of additional features.

2 Consumer properties of toilet soap

The quality of toilet soap is determined by the combination of its consumer properties (Appendix B).

Toilet soap gives a beautiful appearance and healthy condition to the skin and therefore has great hygienic, aesthetic and psychological significance. The main action of toilet soap is manifested in the following areas: cleansing, moisturizing, nutrition, protection and prevention. This or that action of toilet soap or their complex effect is primarily associated with the composition of its constituent components. The most important for the consumer are the functional properties that determine the effectiveness of the soap (moisturizing, nutrition).

The cosmetic properties of toilet soap are manifested through the external visible effect of improving the condition of the skin, due to moisturizing, nourishing, regenerating, improving metabolic processes in the skin, resulting in increased skin firmness and elasticity.

The protective properties of toilet soap are provided by additives that provide therapeutic and prophylactic properties, have an antiseptic effect.

Ergonomic properties of toilet soap, satisfy the physiological and psychological needs in accordance with certain characteristics of consumers. They characterize the ability of the product to create a feeling of convenience and comfort.

The ergonomic properties of toilet soap are determined by the consistency, packaging, devices that facilitate the use of soap, etc.

The reliability of toilet soap is primarily related to its shelf life and is determined by the shelf life, which can be from several months to 3 years. A longer shelf life should cause careful attention to its composition, and above all to the type and amount of preservative. The shelf life of toilet soap is determined by regulatory documents. However, when using new, better preservatives, the shelf life increases, therefore, in the production of toilet soap, the practice of establishing the shelf life by the manufacturers themselves, which comes from the formulation of the product, has developed.

The aesthetic properties of toilet soap are designed to satisfy the aesthetic needs of a person. The indicators of these properties are appearance, color, smell, package design, information content of the package, style orientation. Style reflects the relationship between the content and appearance of the soap. Form style, which determines the image of the company and its products, is especially evident in the decoration of the packaging.

The safety of toilet soap depends on the composition, quality of the original components, technological process receipt, conditions of storage and sale, conditions of consumption. At every stage life cycle in soap, certain processes can occur that cause changes that are dangerous to human health. Therefore, to test the safety of toilet soap, a set of tests is carried out. For chemical indicators, the set of tests includes the determination of the hydrogen index (acid number or alkali content). All these indicators determine the effect of cosmetics on the skin and hair. Toilet soap should not contain toxic elements - lead, mercury and arsenic (or their content is limited).

In order to ensure the release of high-quality products that are harmless to the consumer, a thorough assessment of toxicological properties is necessary. Toxicology studies the effects of chemicals on the human and animal body, establishes safe levels of exposure, and allows you to regulate the content of ingredients in the formulations of finished products. The toxicological research program includes the study of both ingredients and finished products subject to its purpose and conditions of use.

Due to the high biological activity of toilet soap, with the possibility of its penetration into the human body through the skin and mucous membranes, as well as its subsequent effect on the human body, toilet soap must be subjected to clinical trials in order to establish its harmlessness to humans.

The safety assessment is based on the effect of soap on the skin and on the general condition of the person. The question of the safety of toilet soap for general use is decided only after the positive results of all studies.

toilet soap merchandising organoleptic

1.3 Regulatory requirements for the quality of toilet soap

Toilet soap should be produced from high-quality raw materials and, in accordance with an approved recipe, have a pleasant smell, aesthetics, color, and convenient shape. Soap should have a high cleaning power, due to which it can remove dirt of any composition. Soap should be characterized by high solubility and foaming ability in hot and cold water. Sufficiently high aesthetic properties (smell, color and shape of a bar of soap, package design). The aroma of the soap and the appearance of the packaging determine the first step in buying soap. Have a comfortable piece shape. Soaps therapeutic and prophylactic, disinfecting, deodorizing should have a certain effect.

Soaps of grades (H) and (E) contain at least 78 g of fatty acids per 100 g of soap. For these brands, the most high-quality fatty raw materials are used - only the highest and first grade rendered edible animal fats, coconut oil, etc. Fine high-quality fragrances are used to flavor the soap. There are no soda products in brand H soap, and not more than 0.20% in brand (E). Shelf life - at least 3 years.

Soap is an environmentally friendly product, soap solutions are quickly and completely recycled by microorganisms and do not pollute environment; soil and water bodies where sewage flows.

Soap must be safe. Its disadvantage is the formation of free alkali when it is dissolved in water. Therefore, the pH value of soap is 9-9.5. Free alkali can cause irritation, peeling, dry skin. Modern toilet soap should contain various additives that can care for the skin. With prolonged use, the soap should retain a certain shape, be solid, not soften in a humid environment, and not change the smell. Soap should have a disinfectant, antibacterial and other action, depending on its purpose. The quality of toilet soap is determined in accordance with the requirements of GOST 28546-2002 "Toilet soap. General specifications". According to organoleptic indicators, toilet soap should be firm to the touch, uniform (same color) in the section. The surface of the soap should be smooth, without defects: cracks, effusions, stripes, spots; fuzzy stamp and uneven cut are unacceptable. The color of the soap should be uniform; smell is pleasant. Color and smell must be characteristic of the product of this name.

Table 1 - Inadmissible defects

Defect name	Characteristic
	A narrow indentation in the surface resulting from a violation of the natural uniformity of the surface of a bar of soap
	Presence of dripping moisture on the surface of a bar of soap
	A long, even trail of a different color tint or color without disturbing the integrity of the surface of the bar of soap
Interlayer	A thin layer of a substance that differs in structure and color from the bulk of the bar of soap
	Spot of a different color or texture on the surface of the bar of soap
fuzzy stamp	An impression on a bar of soap in which at least one element of the inscription or drawing remains indistinguishable
Deformation	Distortion of the shape of the bar of soap compared to that specified in the technical paper Particles of overdried soap that are harder to the touch than the soap itself

On a bar of soap are allowed:

slight abrasion of the surface and the presence of flash (rim) on the bar of soap, which does not impair the presentation of the piece;

the presence of soap dotted specks for grades "N", "E", "D" - no more than 10, for grade "O" - no more than 15;

traces of suction cups on the edge of a bar of soap (for all brands);

in agreement with the consumer, cracks and uneven hues acquired as a result of thawing soap when exposed to temperatures of minus 5C;

weakening the intensity of the smell of soap by the end of its shelf life.

To determine the commercial usefulness of soap, the indicator "quality number", "titre", the content of sodium chloride, iodine number and foaming capacity of soap have been introduced.

The quality number of soap is the mass fraction of fatty acids in terms of the nominal weight of a piece of 100 grams. For brand (H) and brand (E) - not less than 78 g, for brand (D) and brand (O) - not less than 74 g.

The mass fraction of soda products in percent in terms of sodium oxide is normalized depending on the brand of soap and should be no more than for brand (E) - 0.2%, (D) - 0.15%, (O) - 0.22%. The mass fraction of soda products in the brand of soap (H) is absent.

In toilet soap, the content of sodium chloride is limited, which should not exceed 0.7% for all brands of soaps. Exceeding this norm worsens the plasticity of the soap, leads to the appearance of cracks on the surface of the soap during its mechanical processing.

The iodine value of toilet soaps should not exceed 55-60% J2 to avoid rancidity.

In toilet soaps, a large residue of free alkali (not more than 0.05%) and non-saponified fat (not more than 0.2% of the mass of fatty acids for solid soap) is not allowed. Free alkali irritates human skin and destroys tissues, and unsaponified, especially unsaturated fats, quickly rancid during storage of soap, causing stains and an unpleasant rancid odor.

Soap titer (fatty acid titer) - the pour point of fatty acids isolated from soap - characterizes the correct selection of the composition of the fat mixture. The quality of soap, its hardness, solubility, abrasion, foaming, retention of original properties during long-term storage is largely determined by the composition of the fat mixture selected for soap. The fatty acid titer of the fatty mixture should be in the range of 35-41ºС. Soap with a lower titer value has insufficient hardness, increased abrasion and consumption. With a higher titer, the solubility and washing power of the soap decreases.

The quality of the soap is higher, the more it can give foam, and the more stable it is. The index of foaming ability is characterized by the volume of foam (cm 3) formed by shaking a certain volume of 0.5% soap solution (calculated as fatty acids).

Table 2 - Foaming power of soap

According to safety indicators, the content of lead, arsenic, mercury, peroxide compounds in toilet soaps is unacceptable.

When examining the safety indicators of toilet soap, skin testing is carried out. From the clinical and laboratory safety indicators, the irritating and sensitizing effect of soap on the skin is determined. Such action should be absent after a 24-hour exposure.

2. Objects and methods of research

1 Objects of study

To assess the quality of toilet soap in this work, three samples of soap were selected: baby soap with celandine extract, toilet soap "Timotei" and antibacterial soap "Absolut" gentle (Appendix B).

Table 3 - Commodity characteristics of three samples of toilet soap

Name of product	Solid toilet soap "children's" with celandine extract	Toilet soap "Timotei" Brazilian rhythm	Antibacterial toilet soap "Absolut" gentle
Name of the manufacturer	JSC "Nevskaya cosmetics", St. Petersburg	OJSC "Svoboda", Moscow	OJSC Perfume and cosmetic company "Vesna", Samara
Rated weight, g
		Ordinary	Ordinary
Barcode
Best before date	Best before end (month, year) indicated on the package	2.5 years from date of manufacture	3 years from date of manufacture
	Sodium salts of fatty acids of animal fats and vegetable oils, water, perfume composition, titanium dioxide, citric acid, glycerin, mink oil, celandine oil extract, triethanolamine, diethylene glycol, PEG-9, EDTA disodium salt, sodium carboxymethylcellulose, benzoic acid, sodium chloride	Sodium Palmate, Sodium Palm Kernelate, Palm Stearin, Aqua, Glycerin, Sodium Chloride, Etidronic Acid, EDTA, Parfum, Benzyl Alcohol, Butylphenyl Methylpropional, Geraniol, Hexyl Cinnamal, Limonene, CI 11680, CI 74260, CI 77891	Sodium Tallowate, Sodium Palmate, Sodium Cocoate, Aqua, Parfum, Sodium Chloride, Sodium Hydroxide, Cellulose Gum, Diethylene Glycol, Triethanolamine, Benzoic Acid, Citric Acid, Tetrasodium EDTA, PEG-9, Boric Acid, Sodium Hydrosulfite, Triclocarban, Tea Tree Oil, C.I. 77891, C.I. 12490
Registration number of the certificate	GOST 28546-2002	GOST 28546-2002	GOST 28546-2002
Price, rub.
Soap color
Consistency
Package	paper wrap	paper wrap	paper wrap
Piece Shape	oval	Rectangular with rounded edges	oval

2 Research methods

			Scope in term paper
Name	Definition
	division of the object under study into constituent elements, selection of its individual features, properties and operations	assortment list, Mikhailova L.V. Theoretical foundations of commodity science and expertise - workshop	analysis of the range of toilet soap in the store "Zenith-Cheboksarets"
Organoleptic method	method for determining values and quality indicators using the senses	GOST 28546 - 2002, Erdakova V.P. Modern beauty products: quality expertise	study of the quality of toilet soap by organoleptic indicators
measuring method	method for determining the values of product quality indicators, carried out on the basis of technical means measurements	GOST 790 - 89, GOST 28546 - 2002	study of the quality of toilet soap in terms of physical and chemical indicators
Quality assessment method	a method designed to measure the values of quality indicators and establish their compliance with certain requirements	GOST 28546 - 2002	assessment of the quality of toilet soap by organoleptic and physico-chemical indicators

When analyzing the trade assortment of toilet soap in the Zenit-Cheboksarets store, calculations of the assortment indicators were applied: breadth, completeness, stability, novelty and rationality.

The breadth of the assortment is the number of groups, types, varieties and names of goods of homogeneous and heterogeneous groups.

The latitude coefficient is calculated by the formula:

Ksh \u003d Shd / Shb, (1)

where Shd is the actual breadth of product names of heterogeneous and homogeneous groups;

Shb - base latitude.

The next indicator of the range is completeness. This is the ability of a set of goods of a homogeneous group to satisfy the same needs. Completeness indicators are defined similarly to the basic breadth, but for specific subgroups:

Kp = Pd / Pb, (2)

where Kp - coefficient of completeness;

Pd - the actual number of goods of a homogeneous subgroup;

Pb - basic completeness.

Range stability is the ability of a set of products to meet demand for the same products. A feature of such goods is the presence of a steady demand for them.

The stability factor is calculated using the following formula:

Ku \u003d U / Shd, (3)

where Y is the number of goods of a homogeneous group that are in stable demand (conditionally, the stability criterion should be considered the availability of goods for sale during the initial and final survey, i.e. for a certain period).

The novelty (updating) of the assortment is the ability of a set of goods to satisfy changing needs through new goods. Novelty is characterized by actual renewal - the number of new products in the general list and the degree of renewal, which is expressed through the ratio of the number of new products to the total number of product names.

Kn = N / Shd, (4)

where Kn is the coefficient of novelty;

H is the number of new products that have appeared in the surveyed firms, as well as being, in the opinion of the researcher, new.

The rationality of the assortment is the ability of a set of goods to most fully satisfy the really justified needs of different segments of consumers. The rationality coefficient is calculated as a weighted average of the coefficients of breadth, completeness, stability, novelty:

Kr \u003d Ksh * Vsh + Kp * Vp + Ku * Vu + Kn * Vn, (5)

where Вш, Вп, Ву, Вн - weight coefficients of breadth, completeness, stability and novelty.

3. Analysis of the commercial assortment and quality of toilet soap in the store "Zenith" (LLC "Gamma")

1 Features of the formation and evaluation of the range of toilet soap

The assortment of toilet soap in this paper will be considered using the example of the Zenith - Cheboksaryets store, located at the address: Cheboksary, st. M. Pavlova, 22.

Toilet soap is presented in a wide range according to manufacturing companies, aromatic additives, consistency, price range.

Domestic suppliers of toilet soap in the Zenit-Cheboksarets store are such manufacturing companies as: Nevskaya Kosmetika OJSC, Vesna Perfume and Cosmetic Company OJSC, Svoboda OJSC, Kalina Concern, Krasnaya Liniya, NMGK and other foreign manufacturers are Schwarzkopf & Henkel, Colgate-Palmolive, Unilever.

The formation of the range of toilet soap in the stores "Zenith" occurs on the basis of the fruitful work of the organization's logisticians, whose duties include:

formation of a product range based on sales dynamics;

interaction with sales representatives of suppliers and directly with suppliers;

development of a specific assortment list of products for a period of a week, which indicates the names of products with the availability of prices, quantities in stock and code.

There are main directions for the formation of the assortment in the store - this is the reduction, expansion, deepening, stabilization, renewal, improvement and harmonization.

The general factors influencing the formation of the trade assortment are demand and profitability. Specific factors are considered to be the production capabilities of manufacturers, distribution channels, methods of sales promotion and demand generation, the consumer segment and the material and technical base of the trade organization.

On the date under study, there were a total of 182 types of toilet soap in the store. The range of soaps is divided into two opposite zones. On one side is an assortment of baby soaps, on the other side is all the rest of the soap intended for the adult population.

Let's start the analysis of the assortment with such an indicator as latitude.

In this work, the maximum number of items of the studied group of goods imported into the store is taken as the base latitude.

Thus, we calculate the coefficient of latitude of toilet soap in the Zenit-Cheboksarets store:

Ksh \u003d 182/250 \u003d 0.73

The breadth ratio of the range of toilet soap in the store is 73%. The range is wide, but it could be more.

The next indicator of the range is completeness.

Let's single out 2 groups of soap in the assortment of toilet soap according to the consistency: liquid and solid. The liquid soap fullness ratio is calculated as follows:

Kpzh / m \u003d 48/60 \u003d 0.8

The liquid soap fill rate in the store is 80%. Thus, the range of liquid soap is quite complete.

Fullness ratio of solid bar soap:

Kptv.m \u003d 134/180 \u003d 0.74

The completeness ratio of solid bar soap in the studied store is 74%.

The sum of the actual fullness must equal the actual breadth (48+134=182).

In the next group, we will single out soap according to its intended purpose: soap for children and soap for the adult population. The coefficient of completeness of baby soap is calculated as follows:

Efficiency.m= 47/70=0.67

The completeness ratio of baby soap is 67%. The assortment of baby soap in the store should be replenished if possible.

The coefficient of completeness of the rest of the soap is:

Kpost.m \u003d 135/220 \u003d 0.61

The coefficient of completeness of toilet soap for the adult population was determined in the region of 61%. The range of this product also needs to be replenished. However, the completeness should be rational so as not to complicate the choice of the consumer.

Assortment stability calculation

In this work, Y 07.11.2011-07.12.2011 = 120

Ku \u003d 120/182 \u003d 0.66

The stability coefficient of toilet soap is 66%.

Novelty (updating) of the assortment

New products in the assortment of toilet soap in the store "Zenith-Cheboksarets" are such soaps as: "chic", "poshe", "ode", "uti-way" produced by Slobozhansky soap-maker (Ukraine) and liquid soaps "on tap", " natu". H = 32.

Kn \u003d 32/182 \u003d 0.17

The coefficient of novelty of toilet soap in the studied store was 17%.

Calculation of the rationality of the assortment

Weight coefficients are determined empirically for each homogeneous group of goods. For this work, we take the values set out in the workshop " theoretical basis merchandising and expertise".

Thus, the coefficient of rationality is determined by:

Kp \u003d 0.73 * 0.3 + 0.7 * 0.2 + 0.66 * 0.2 + 0.17 * 0.3 \u003d 0.54

The coefficient of rationality of the assortment of toilet soap in the store "Zenith-Cheboksarets" is 0.54.

Consider the structure of the assortment of toilet soap by consistency for December 2011.

Table 4 - The structure of the range of toilet soap

The largest amount of toilet soap in the store is presented in a solid consistency; on the date under study, its quantity is 948 pcs. or 83.60%. This is due to the high demand of consumers for this product because of the inexpensive price.

Table 5 - The structure of the range of toilet soap by purpose

Children's soap in the store "Zenit-Cheboksarets" is presented in a smaller assortment - 26.81% than soap for the adult population, which accounted for 73.19% in the assortment structure.

In general, the assortment of toilet soap in this store meets the expectations of consumers, because. The assortment is quite wide and complete, which gives freedom of choice to customers.

3.2 Study of the quality of toilet soap by organoleptic indicators

In this course work, the organoleptic characteristics of three samples of toilet soap were determined: solid toilet soap "Children's" with celandine extract, toilet soap "Timotei" Brazilian rhythm and antibacterial toilet soap "Absolut" gentle. have been tested the following indicators: appearance, color, smell, piece shape, consistency. The obtained data were compared with the requirements specified in GOST 28546-2002 "Soap solid toilet. General specifications".

The determination of organoleptic indicators is carried out at a temperature of soap not lower than 18 ° C and not higher than the ambient air temperature of the laboratory room. If the soap was stored before sampling at a temperature below or above the specified temperature, then before determining the organoleptic indicators, the soap must be kept at the specified temperature for a day.

The consistency of a bar of soap is determined by touch by light pressure with your fingers, avoiding deformation of the bar. The color of the soap is determined visually, and the smell - organoleptically, immediately after cutting the analyzed piece into pieces.

Table 6 - Organoleptic characteristics of three samples of toilet soap

Name	solid toilet soap "Baby" with celandine extract	toilet soap "Timotei" Brazilian rhythm	toilet soap antibacterial "Absolut" gentle

Appearance	the trademark of the manufacturer "NC" is embossed on the surface, the stamp is clear, the surface of the soap is free of cracks, streaks, effusions and stains	the inscription "Timotei" is embossed on the surface, the stamp is clear, the soap surface is free of cracks, streaks, effusions and stains	the inscription "Absolut" is embossed on the surface, the stamp is clear, the surface of the soap is free of cracks, streaks, effusions and stains
	beige, uniform	green, uniform	pink, uniform
	herbal, pleasant, no foreign smell	lime smell, pleasant, without foreign smell	floral, odorless
Piece Shape	oval, without deformation	rectangular with rounded edges, without deformation	oval, without deformation
Consistency		hard, uniform	hard, uniform

Table 7 - Organoleptic indicators of solid toilet soap according to GOST 28546-2002 "Solid toilet soap. General specifications"

Name of indicator	Characteristic

Appearance	Surface with or without a pattern. Cracks, stripes, effusions, spots, fuzzy stamp are not allowed on the surface of the soap
	Corresponding to the form of soap of an individual brand name, established in the technical document
	Corresponding to the individual brand name soap color specified in the technical document
	Corresponding to the smell of soap of an individual brand name, established in the technical document, without foreign smell
Consistency	Firm to the touch. Uniform in cross section.

Allowed:

drawing on the surface of a bar of soap a pattern, a special corrugation or pattern, an artistically designed stamp - in accordance with the technical document for soap of an individual brand name;

abrasion of the surface and the presence of flash (rim) on the bar of soap, which does not impair the presentation of the bar of soap;

slight changes in the shape at the ends of the piece that do not impair its presentation;

The presence of soap dotted specks for the brands "Neutral", "Extra" and "Children's" - no more than 10; for the brand "Ordinary" - no more than 15.

All brands of soaps are allowed to weaken the intensity of the smell by the end of the expiration date.

Based on a study of the organoleptic characteristics of three samples of toilet soap, it follows that all products comply with GOST 28546-2002 "Solid toilet soap. General specifications", page 2, paragraph 5.1, table 1.

3 Evaluation of the quality of toilet soap by physical and chemical indicators

In this work, such physical and chemical indicators as foaming ability and pH index (pH) were determined - the acidity of the medium of three types of solid toilet soap: baby soap with celandine extract, toilet soap "Timotei" and antibacterial soap "Absolut" gentle.

The acidity of the toilet soap is determined using universal indicator paper. A strip of indicator paper is dipped in a soapy solution, and the color of the strip is quickly compared with the reference scale. As a result of the work, it turned out that all samples of indicator paper, after dipping three types of toilet soap in a soapy solution, acquired a light green color, at the level of 8-10 pH scales. What does the slightly alkaline environment of toilet soaps mean. The lowest pH value at the level of 8 was shown by children's soap with celandine extract produced by JSC Nevskaya Kosmetika.

To determine the initial volume of foam, water with the required hardness is prepared.

Water with a hardness of 5.35 mg equiv / dm 3 is prepared as follows: 0.194 g of calcium chloride and 0.219 g of magnesium sulfate are dissolved in 1 dm 3 of distilled water.

Then prepare a soap solution with a mass fraction of 0.5% fatty acids. To do this, a soap sample containing 1.5 g of fatty acids is dissolved in hard water heated to 80°C, cooled and adjusted with hard water to a volume of 300 cm 3 .

The toilet soap solution should have a temperature of 20°C.

Then proceed to the measurement. To do this, 100 cm 3 of the investigated soap solution is poured into a cylinder with a narrow neck, closed with a cork and shaken for 1 min (about 180 shakes). Then the cork is quickly removed and the volume of foam in cubic centimeters is immediately measured. For the final measurement result, the arithmetic mean of the results of three parallel measurements, carried out each time with a new portion of the soap solution, is taken.

sample - solid toilet soap "children's" with celandine extract:

foam volume 1 = 340 cm 3 ;

foam volume 2 = 350 cm 3 ;

foam volume 3 = 345 cm 3

Arithmetic mean value of foam volume = 345 cm 3 .

sample - toilet soap "Timotei" Brazilian rhythm:

foam volume 1 = 360 cm 3 ;

foam volume 2 = 355 cm 3 ;

foam volume 3 = 360 cm 3 ;

Arithmetic mean value of foam volume = 358 cm 3 .

sample - Antibacterial toilet soap "Absolut" gentle:

foam volume 1 = 330 cm 3 ;

foam volume 2 = 335 cm 3 ;

foam volume 3 = 325 cm 3 ;

The arithmetic mean value of the foam volume = 330 cm3.

Table 8 - Initial foam volume of three samples of toilet soap

Conclusion: based on the measurement of the initial foam volume of three types of solid toilet soap, it follows that all products comply with GOST 28546-2002 "Solid toilet soap. General specifications", p. 8, Appendix A.

Conclusions and offers

In this course work, the topic "Analysis of the range and quality of toilet soap" was presented. In the course of the work, consumer properties of toilet soap, classification and assortment of soap were considered. The consumer properties of toilet soap include functional, aesthetic, ergonomic properties, persistence and safety. The classification of toilet soap was considered on the basis of the TN VED, OKP codes and according to seven main classification criteria: by consistency, by type and material of packaging, by mass, shape and color, by the nature of the fragrance, purpose and quality.

The requirements of regulatory documents for the quality of toilet soap were studied. Toilet soap should be produced from high-quality raw materials and, in accordance with an approved recipe, have a pleasant smell, aesthetics, color, and convenient shape. Soap should have a high cleaning power, due to which it can remove dirt of any composition. Soap should be characterized by high solubility and foaming ability in hot and cold water. The quality of toilet soap is determined in accordance with the requirements of GOST 28546-2002 "Toilet soap. General specifications".

Modern toilet soap should contain various additives that can care for the skin. With prolonged use, the soap should retain a certain shape, be solid, not soften in a humid environment, and not change the smell. Soap should have a disinfectant, antibacterial and other action, depending on its purpose.

In the course of the work, the objects and methods of research were also studied. Three types of toilet soap were chosen as objects for the study: baby soap with celandine extract, toilet soap "Timotei" and antibacterial soap "Absolut" gentle. The quality of these samples was studied in terms of organoleptic and physico-chemical parameters. According to organoleptic indicators (appearance, color, smell, piece shape, consistency), all products comply with GOST 28546-2002 "Solid toilet soap. General specifications", page 7, paragraph 5.1, table 1.

In this work, such physical and chemical indicators as foaming ability and hydrogen index (pH) were determined - the acidity of the medium of three types of solid toilet soap. During the study, it turned out that all three samples of soap have a slightly alkaline environment. The lowest pH value at the level of 8 was shown by children's soap with celandine extract produced by JSC Nevskaya Kosmetika.

Based on the measurement of the initial foam volume of three types of solid toilet soap, it follows that all products comply with GOST 28546-2002 "Solid toilet soap. General specifications", p. 8, Appendix A.

Also in this work, an analysis was made of the range of toilet soap in the Zenit-Cheboksarets store (LLC Gamma). Such indicators of the assortment as breadth, completeness, stability, novelty and rationality were calculated. The breadth ratio of the range of toilet soap in the store is 73%. The range is wide, but it could be more. The coefficient of rationality is 0.54.

According to the structure of the assortment, it can be seen that the largest amount of toilet soap in the store is presented in a solid consistency, as of the date under study, its quantity is 948 pcs. or 83.60%. This is due to the high demand of consumers for this product because of the inexpensive price.

Children's soap in the store "Zenit-Cheboksarets" is presented in a smaller assortment - 26.81% than soap for the adult population, which accounted for 73.19% in the assortment structure.

List of sources used

1. GOST 28546-2002. Toilet soap solid. General specifications. Introduction 03/11/2004. - M.: Publishing house of standards, 2003.

SanPin 1.2.681-97 Hygienic requirements for the production, quality and safety of perfumery and cosmetic products. Introduction - M.: Publishing house of standards.

Vilkova S.A. Commodity research and examination of perfumery and cosmetic products. Textbook for high schools. / Vilkova S.A. - M.: Publishing House "Business Literature", 2000. - 286 p.

4. Soap as it is -<#"887269.files/image001.jpg">

Figure A.1 - Appearance handmade soap made by Savonry, St. Petersburg

Figure A.2 - Appearance of liquid soap

Figure A.3 - Appearance of decorative soap

Annex B

Table B.1 - Classification of consumer properties of toilet soap

Functional	aesthetic	Persistence	Ergonomic	Safety
1. Odor giving 2. Odor intensity 3. Odor persistence, (h) 4. Deodorizing ability, h (for deodorants) 5. Fortress, % 6. Sum of mass fractions of fragrant substances 7. Transparency	1. Appearance 2. Design 3. Color 4. Smell 5. Informativeness of packaging 6. Style orientation 7. Expressiveness of design 8. Originality of packaging	Best before date	1.Psychological action 2.Ease of use	1.Hydrogen index (pH) 2.Toxicological indicators: hazard class; chronic toxicity; skin irritant effect; sensitizing effect

Annex B

Figure B.1 - Gentle antibacterial toilet soap "Absolut":

Figure B.2 - Solid "baby" toilet soap with celandine extract:

Figure B.3 - Toilet soap "Timotei" Brazilian rhythm

Annex D

Table D.1 - Assortment of toilet soap in the store "Zenit-Cheboksarets" (LLC "Gamma") on December 7, 20011

Name of soap	Price, rub.	Quantity, pcs.
F/m Absolute ALOE-VERA 250 g (Spring)
F/m Absolut BABY Calendula 250 g with dispenser (Spring)
W/m ABSOLUT GENTLE 250 g with push-pull (Spring)
F/m Baby oil OLIVE 280 g (Spring)
F/m Baby SEA BUCKTHORN 280 g (Spring)
F/m Baby CAMOMILE 280 g (Spring)
F/m Baby celandine 280 g (Spring)
F/M On tap POWERFUL GRAPEFRUIT 320 ml
F/M On tap SEA BREEZE 320 ml
F/m On tap SUN.MELON 320 ml push-pull
W/m cream Natu Orhid MOISTURIZING 320 ml
W/m-cream Natu Rose NUTRITION 320 ml
W / m-cream Soft Clean. Line ANTIBACT. COMPLEX 250 ml
W / m-cream Soft Clean. Line DOUBLE MOISTURIZING. 250 ml
W/m-cream Soft Clean Line INTENSIVE NUTRITION 250 ml
W / m-cream Soft Clean. Line COMPLETE CARE 250 ml
W/m-cream Mild Clean Line
W / m-cream Soft Clean. Line GENTLE CLEANER. 250 ml
W/m-cream Barkh.Handles ANTIBACTERIAL COMPLEX
W/m-cream Barkh.Handles INTENSIVE NUTRITION
W / m-cream Barkh.Handles INTENSIVE NUTRITION replaceable block
W/m-cream Barkh.Handles COMPLEX CARE
W / m-cream Barkh.Handles COMPLEX CARE replaceable block
W / m-cream Barkh.Handles YOUTH SKIN
W/m-cream Barkh.Handles NEUTRAL.ODOR
F/m Palmolive Antibacterial 300 ml
F/m Palmolive MILK/HONEY 300 ml
F/m Palmolive Tenderness/comfort cherry 300 ml
F/m Palmlove Mango & Pomegranate 300 ml
F/M Palmolive Oliva & Moisturizing Milk 300 ml
F/m Tar 300 ml (Neva cosmetics)
W/m Natural ANTIBAK 300 ml (Nevskaya cosmetics)
W/m Tip-Top LAVENDER 300 ml (Nevskaya cosmetics)
W/m-cream Natural 300 ml (Nevskaya cosmetics)
W/m-cream Eared Nian ALOE 300 ml (NC)
W/m My Baby CLASSIC 300 g dispenser (NMWC)
F/m My Baby OAT MILK 300 g dispenser (NMFK)
F/M My Baby SAGE/CALENDULA 300 g dispenser (NMFK)
F/M Hundred Recipe.Beauty KITCHEN
F/m Hundred Recipe.Beauty HONEY
Oil Sto Recipe.Beauty HONEY Refill
F/m Hundred Recipe.Beauty OLIVE
W/m-cream Natu Sakura SOFT 320 ml (Garnier)
W/m-cream Natu ORCHID 320 ml (Garnier)
W/m baby Princess Peach Boom 490 ml
W/m Moe Sunshine with chamomile extract 300 ml(Avanta)
W / m My sun for washing young. 200 ml (Avanta)
Spring t/m ABSOLUTE 90g CHILDREN
T/m Absolut KIDS LINE 90 g (Spring)
T/m Absolut NATURE OLIVE 90 g (Spring)
Spring t/m ABSOLUTE 90g ext. ALOE PPP
Spring t/m ABSOLUT Classic 90g ULTRAPROTECTION
Spring t/m ABSOLUT Classic 90 g Antibacterial
Spring t/m Aromagia Forest berry Strawberry 90g
Spring t/m Aromagia Frutamine Peach 90g
Spring t/m Aromagiya Spring Flowers Jasmine 90g
Spring t/m Aromagiya Flowers of spring Lilac 90g
T/m Drakosha glycer. with ar. giant strawberries 50g box
T/m Drakosha glycer. with ar. green apple 50g box
T/m Drakosha glycer. with ar. juicy orange 50g box
T/m-cream Barkh.Handles PERFECT SOFTENING 90 g box
T/m-cream Barkh.Handles INTENSIVE MOISTURIZING 90 g box
T/m-cream Barkh.Handles SOFT CLEANSING 90 g box
T/m-cream Barkh.Handles GENTLE NUTRITION 90 g box
PALMOLIV t/m ext.INvigorating, FRESH. GREEN TEA and CUCUMBER 90 g
T/m Palmolive TENDERNESS/COMFORT cherry 90 g
PALMOLIVE t/m ext. Sens. Tenderness ROSE AND MILK 100g
T/m Palmolive PAPAYA YOGURT 100 g
T/m Duru bath Marcel CALENDULA/ALMOND 150 g
Т/м Duru bath Marseille CAMOMILE/HONEY 150 g
T/m Fax Family BLACKBERRY 75 g
T/m-cream Duru 1+1 GreenTea 90 g p/e
T/m-cream Duru 1+1 Cashmere 90 g p/e
T/m-cream Duru 1+1 Marine Minerals 90 g p/e
T/m Bannoe 140 g No. 430 (NK)
T/m Bannoe 4*100 g №94 (NK)
T/m Velvety 140 g №431 (NK)
Т/м-cream RBA KALINA/burdock oil 100 g
Т/м-cream RBA CEDAR OIL/CALENDULA 100 g
Т/м-cream RBA HONEY/OAT 100 g
Т/м-cream RBA CAMOMILE/MINT 100 g
T/m Uti-Way ALOE-VERA 80 g (Slobozhansky)
T/m Uti-Way St. John's wort 80 g (Slobozhansky)
T/m Uti-Way CAMOMILE 80 g (Slobozhansky)
T/m Bannoe 200 g (NN)
T/m Glycerin 200 g (NN)
T/m Baby 200 g (NN)
T/m Strawberry 200 g (НН)
T/m Coniferous 200 g (NN)
T/m Children's 140 g/429 (NK)
Т/м Children's 4*100 g №79 (NK)
Т/м Children's 90 g №407 (NK)
T/m Children's ANTIBAC 90 g (NK)
Т/м Children's with ext. CAMOMILE 180 g/488 (NK)
Т/м Children's with ext. CAMOMILE 4*100 g №63 (NC)
Т/м Children's with ext. CAMOMILE 90 g/409 (NK)
Т/м Children's with ext. LINES 180 g/489 (NK)
Т/м Children's with ext. LINES 4*100 g №62 (NC)
Т/м Children's with ext. SERIES 90 g №408 (NK)
Т/м Children's with ext. CLEANER 4*100 g No. 477 (NK)
Т/м Children's with ext. CLEANEL 90 g №476 (NK)
T/m Marvelous Garden GREEN. APPLE 90 g №443 (NK)
T/m Divny Sad STRAWBERRY 90 g №444(NK)
T/m Divny Sad LEMON 90 g №445 (NK)
T/m Divny Sad PEACH (with vitamin) 90 g №446 (NK)
Т/м Lemon 140 g №433 (NK)
Т/м Honey 90 g №426 (NK)
Т/м Dairy 90 g №427 (NK)
T/m Natural 90 g (NK)
T/m Natural ANTIBAK 90 g (NK)
Т/м New Vaseline 90 g №402 (NK)
T/m New Glycerin 90 g №401 (NK)
T/m New Lanolin 90 g №403 (NK)
Т/м Oatmeal 90 g №428 (NK)
Т/м Olive 90 g/483 (NK)
Т/м Family 90 g (NK)
T/m Coniferous 140 g №432 (NK)
T/m Flowers of Love LAVENDER 90 g №417 (NK)
T/m Flowers of Love LILY OF THE VALLEY 90 g №415 (NK)
T/m Flowers of Love LILA 90 g №414 (NK)
T/m Apple orchard 90 g (NK)
T/m Cherry Orchard 90 g (NK)
T/m Linden blossom 90 g (NK)
T/m-cream Eared Nyan ALOE 90 g
T/m-cream Eared nyan CAMOMILE 4*100 g
T/m-cream Eared nyan CAMOMILE 90 g
T/m Pure line CALENDULA
T/m Pure Line KLEVER
T/m Pure Line MEDUNICA
T/m Pure Line MELISSA
T/m Pure Line Plantain
T/m Pure Line CAMOMILE
T/m Clean Line CLEANER
T/m-cream Pure Line CHILDREN
T / m-cream Pure Line Gentle. PEELING
Spring cream-soap CHILDREN with extra. NETTLE 90g
Spring cream-soap CHILDREN with extra. SEA BUCKTHORN 90g
Spring cream-soap for CHILDREN with extra expensive 90g
Spring cream-soap for CHILDREN with extra series 90g
Spring cream-soap for CHILDREN with extra celandine 90g
Spring t/m RAINBOW 140g
Spring t/m Coniferous 140g
Т/м-cream Absolute CASHMERE 90 g
Т/м-cream Absolute SILK 90 g
Т/м-cream Aquatel CAMOMISHKA 75 g
T/m SHIK CHILDREN 70 g (Slabozhansky)
T/m Shik Baby with string extract 70 g (Slabozhansky)
T/m Shik Baby with calendula extract 70 g (Slabozhansky)
T/m Shik Children's with chamomile extract 70 g (Slabozhansky)
T/m SHIK ROSE RED 70 g (Slabozhansky)
T/m CHIC ROSE WHITE 70 g (Slabozhansky)
T/m SHIK JASMINE 70 g (Slabozhansky)
T/m SHIK LILY OF THE VALLEY 70 g (Slabozhansky)
T/m SHIK LILA 70 g (Slabozhansky)
T/m SHIK LINDE 70 g (Slabozhansky)
T/m SHIK CAMOMILE 70 g (Slabozhansky)
T/m POSHE green tea and jasmine 90 g (Slabozhansky)
T/m POSHE sea minerals 90 g (Slabozhansky)
T/m POSHE strawberries with cream 90 g (Slabozhansky)
Т/м POSHE field chamomile 90 g (Slabozhansky)
T/m ODA ROSEHIP 65 g (Slabozhansky)
T/m ODA celandine 65 g (Slabozhansky)
T/m ODA SEA BUCKTHORN 65 g (Slabozhansky)
T/m ODA MELISSA 65 g (Slabozhansky)
T/m ODA SAGE 65 g (Slabozhansky)
DOVE Cream Soap 75g Luxurious Velvet (Unilever)
DOVE Cream Soap 75g Energizing (Unilever)
DOVE Cream Soap 75g Beauty & Care (Unilever)
DOVE Cream soap 75g Delicate silk (Unilever)
DOVE Cream Soap 75g Exfoliating (Unilever)
DOVE Cream soap 75g A touch of freshness (Unilever)
T/m FA 100g Yoghurt Vanilla Honey (Schwarzkopf)
T/m FA 90g Vitalizing Invigorating Blue (Schwarzkopf)
T/m FA 90g Yoghurt Sensitive for feelings. leather (Schwarzkopf)
T/m FA 90g Yoghurt Aloe Vera (Schwarzkopf)
T/m FA 90g Rose and Mind. oil (Schwarzkopf)
T/m TIMOTEY LEGEND OF TIBET 90 g
T/m TIMOTEY FRENCH PROVENCE 90 g
Т/м TIMOTEY BRAZILIAN RHYTHM 90 g
T/m TIMOTEY CARIBBEAN ASSORTED 90 g

Colgate--Palmolive is a multinational corporation operating in 58 countries and marketing a wide variety of personal care and household products. The company's annual turnover is 5.7 billion dollars. Some of the Colgate-Palmolive brands are world leaders. For example, Colgate toothpaste is considered number one in the world in its respective markets.

The head office and factory of Colgate--Palmolive are located in Toronto. The marketing department is organized at the head office and operates according to a product-oriented system.

In this marketing research certain brands of soap were considered, such as Camay, Dove, and Palmolive.

These brands of soap belong to the skin care segment.

* Dove -- positioned as a facial soap in the skin care segment, has a loyal following of consumers due to its unique formulation and moisturizing properties. Reduced additives and flavoring make this segment a kind of "Cadillac" and dictate the corresponding price.
* Camay ("Cameo") - is made especially for women as a refreshing soap. Its persistent smell, high foaming properties are associated with real purity among buyers.
- Palmolive ("Palmolive") - positioned in the refreshing segment, has a cleansing formula, reduced additive content and aromatization.

My series of surveys covered the following group of consumers: both working women and housewives; as having higher education and / or high qualifications, and those who do not have special education and qualifications. The age of the respondents ranged from 18 to 49 years. They were given a questionnaire. First of all, I was interested in whether the respondents have a desire to buy soap of the above listed brands. 50% of respondents expressed their willingness to purchase Dove soap.

The purpose of the study is to collect data, analyze and report on the results, determine the competitiveness of the proposed brands of soap. Thus, this study is a five-step process. The first step is to clearly define the problem and set the objectives of the study. The second stage is the development of a plan for collecting information using primary and secondary data. The collection of primary data requires the choice of research methods (observation, experiment, survey), preparation of research instruments ( questionnaires, mechanical devices), choosing a method of communication with the audience (telephone, mail, personal interview). The third stage is the collection of information. The fourth stage is the analysis of the collected information to derive indicators of the average level, variable components and the identification of various kinds of relationships. The fifth stage is the presentation of the main results that will enable the marketing manager to make better decisions.

The main task, I think, is to study all the listed types of soap brands in order to identify potential and real consumers, as well as to assess the current situation in the skin care market.

Instrumentation: The method of collecting quantitative information was a survey, the instrument of which was a questionnaire. It was necessary to measure the various states of the object. For this, we used the following types scales:

· dichotomous;
Multiple choice scale
ranking;
bipolar verbal (Likert scale);