THE MAIN PROSPECTS FOR THE DEVELOPMENT OF CONSUMER PREFERENCES FOR MEAT AND MEAT PRODUCTS IN RUSSIA

DOI 10.32651/203-60

Issue № 3, 2020, article № 11, pages 60-64

Section: Agrofood market

Language: Russian

Original language title: ОСНОВНЫЕ ПЕРСПЕКТИВЫ РАЗВИТИЯ ПОТРЕБИТЕЛЬСКИХ ПРЕДПОЧТЕНИЙ НА МЯСО И МЯСНЫЕ ИЗДЕЛИЯ В РОССИИ

Keywords: DEMAND FOR MEAT AND MEAT PRODUCTS, MARKETING RESEARCH OF CONSUMER PREFERENCES, QUALITY OF MEAT AND MEAT PRODUCTS

Abstract: In modern conditions of globalization of economic processes, special attention should be paid to changes in consumer demand, including for food. Currently, the transformation of demand for meat and meat products is largely due to significant changes in the understanding of product quality. The article presents the results of a marketing study of end consumers of meat and meat products conducted in the form of interviews in a number of Russian cities. Based on the study, the main trends in consumer preferences for meat and meat products were identified. Regularities of perceived quality characteristics in different groups of consumers are established. The main parameters by which the consumer currently judges the quality of the product are presented. There is also a high correlation between the level of income and the emphasis placed on the quality of meat and meat products. There is a correlation between consumer interest in animal welfare and the level of education of respondents. The main conclusions concerning the prospects for the development of consumer preferences for meat and meat products are presented.

Authors: Biriukova Tatiana Vladimirovna, Surkova Nadezhda Valentinovna