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According to research, the number of newsstands in Moscow is insufficient, and their locations are inconvenient

The Press Distributors Association’s conference took place at the publishing house Mir Novostey on September 14. The main topic was the market research on customer satisfaction with small scale retail outlets in Moscow, conducted by the Russian Pubic Opinion Research Center (RPORC.)

Consult Centers VP of Strategic Marketing MsTsybina presented the research results. She noted that they showed a few unexpected opinion trends.

The Muscovites were asked to give their opinion on the small-scale retail outlets, including the press distributors such as newsagents’ and newsstands. The study found that 35 percent of respondents think that there is not enough small scale retail outlets selling flowers, ice cream and reading material in the areas where they live, study or work. The number is the highest for the Southwest Administrative District – 43 percent of people living there think that there is not enough small-scale retail outlets; 40 percent of respondents from the Western and 38 percent from the Southern Administrative Districts agree with them.

The unsatisfied demand is even higher when in it comes to newsstands and newsagents’ in particularAccording to 43 percent of Muscovitesthe number of newsstands and newsagents in their city is not sufficient. It should also be noted that printed pressbooksand other reading material are the most popular product categories in small-scale retailing. Based on the study, 74 percent of the respondents buy these goods at small-scale retail outlets. Ice cream is the closest category in popularity: 32 percent of the respondents go to kiosks to purchase it; 28 percent buy stationery and 22 percent purchase flowers at small-scale retail outlets.

The majority of respondents purchase and read printed press on regular basis: 59 percent of Muscovites buy newspapers and 69 percent buy magazines of varying periodicity. That is why the location of newsstands is of such importance to them. The study has demonstrated that the most important single factor impacting the purchase of periodical press is the newsagent’s being conveniently located near respondents’ home or on their way to work or school. More than half of participants (52 percent) chose this answer. Convenient location is extremely important to the most gainfully employed part of the population, who value their time and do not wish to adjust their commute in search of a newspaper or a magazine. In particular, 62 percent of respondents in the 35-44 age group consider the convenience of newsstand’s location (either near their home or on their way to work) the most important factor on which the purchase of periodical press depends.

According to RPORC’s study, almost half (44 percent) of those Muscovites who purchase periodical press at retail outlets on regular basis are not satisfied with the newsstand locations. The level of dissatisfaction is lower for small-scale retail outlets specializing on other product categories (flowers and ice cream) and equals to 36 percent.

The Muscovites indicated newsagents’ to be the most convenient way to purchase printed press: approximately 70 percent gave them the highest score (“very convenient”) and another 12 percent chose “convenient.” According to 40 percent of the respondents, the most inconvenient way is to purchase periodicals from peddlers.

The study has demonstrated that the data on Muscovites’ opinion about small-scale retail outlets in general and newsstands in particular contradicts the polls and research published earlier and conducted by the government of Moscow.