Analysis of Consumer Behaviour in Potato Chips Market in Case of Introducing a Brand into a New Sales Channel

On the market of potato chips in Russia there are few competitors, and some of them are international well-known, such as Pringles, Estrella, but none of the competing brands does not take a market share above 5% and there is only one giant - Lay’s brand which market share is nearly above 70%. This work is devoted to the study of the current situation of the well-known brand Lay's potato chips in the snack market in Russia and exploring the possibilities for its further development. The problem, on which this work focuses is that at present the brand Lay's potato chips has reached a pick when the rise in the target channels have nowhere to go, in connection with which the company-manufacturer consider the option of returning the brand back to the growth stage by removing it in new channels. The relevance of the chosen theme of the work is explained by the fact that it Lay's brand is dedicated to the analysis of the current situation and to study the possible scenarios of its further development with a view to the resumption of growth of the brand. Theoretical background for this study is the fact that work on the theory of product life cycle and analyze the necessary studies on each of its phases, quite a lot, but it is small enough such works that investigate the current situation in life with a brand using a scientific approach . The purpose of the master's thesis lies in identifying the relationship attitude of consumers to the product on the example of Lay's potato chips and a willingness to purchase goods under investigation in the new HoReCa channel on bars example.