THE MAIN TENDENCIES OF DEVELOPMENT OF THE CONSUMER MARKET OF FOOD PRODUCTS IN RUSSIA

Issue № 10, 2017, article № 10, pages 55-62

Section: Agrofood market

Language: Russian

Original language title: ОСНОВНЫЕ ТЕНДЕНЦИИ РАЗВИТИЯ ПОТРЕБИТЕЛЬСКОГО РЫНКА ПРОДОВОЛЬСТВЕННЫХ ТОВАРОВ В РОССИИ

Keywords: FOOD MARKET, CONSUMER DEMAND, THE POLARIZATION OF DEMAND, CONSUMER BEHAVIOUR

Abstract: For maintaining the achieved results in development of the Russian agro-industrial complex and ensuring further growth of economy of branch, it is necessary to have the forecast of development of an environment on a consumer segment of the Russian market of food products. It became a research objective. In recent decades one of the key trends in the global agro food market is the polarisation of consumer demand which is reflected also in the Russian market. For identification of features of development of the domestic food market taking into account this tendency the research of structure of demand for food in the consumer markets of Russia has been conducted, the most significant factors of consumer behaviour in the conditions of increase in prices for food are established. For the purpose of studying of price sensitivity of the Russian and European consumers of food the sociological research has been conducted. The obtained results allow asserting that the differentiation of incomes of the population leads to an increase of the segment of cheap food for the consumer market; reduction of incomes of the population directly affects the structure of consumption, quality and quantity of food consumption, which affects the structure of production of agricultural products. Differences in reaction of the Russian and European consumers to increase in prices for food are also revealed. The European consumers are ready to reduce their consumption in case of increase in prices for food, but will continue to buy more habitually goods of the known trademarks. The Russian consumers aren't ready to reduce quantity of the consumed products; however are ready more actively to look for similar products at lower price.

Authors: Akkanina Nadezhda Valentinovna, Romaniuk Mariia Aleksandrovna