EVALUATION OF CONSUMER ACTIVITY IN THE PURCHASE OF ORGANIC PRODUCTS

DOI 10.32651/207-67

Issue № 7, 2020, article № 12, pages 67-70

Section: Agrofood market

Language: Russian

Original language title: ОЦЕНКА ПОТРЕБИТЕЛЬСКОЙ АКТИВНОСТИ ПОКУПКИ ОРГАНИЧЕСКОЙ ПРОДУКЦИИ

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

Abstract: After the entry into force of the law on organic products in January 2020, a number of uncertainties remain on the part of producers and consumers regarding the development of the organic market in Russia. A fundamental aspect is the difficulty in understanding consumers regarding the concept of organic products, which is often associated with farm products. The article presents the results of a marketing study of end users of organic meat products and meat products conducted in the form of a panel in Moscow. Problematic issues in the perception of the concepts of farm products and organic products are indicated. The directions of popularization of organic products produced in accordance with the requirements of the legislation are considered, special attention is paid to the aspects of the marketing complex, which allows establishing a chain of interaction with the final consumer when choosing products. There is analysis of the main parameters that are priority in the selection of products, in particular meat and meat products. The prospects of this direction are considered.

Authors: Biriukova Tatiana Vladimirovna, Ibragimov Emil Umudvar