MARKETING RESEARCH OF THE MARKET FOR "MARBLE" BEEF IN THE OMSK REGION

DOI 10.32651/2011-35

Issue № 11, 2020, article № 7, pages 35-39

Section: Agrofood market

Language: Russian

Original language title: МАРКЕТИНГОВЫЕ ИССЛЕДОВАНИЯ РЫНКА «МРАМОРНОЙ» ГОВЯДИНЫ В ОМСКОЙ ОБЛАСТИ

Keywords: «МРАМОРНАЯ» ГОВЯДИНА, "MARBLE" BEEF, POPULATION, PRODUCER, CATERING COMPANIES, RETAIL CHAINS, PRICE

Abstract: The market for meat and meat products in general is highly variable, rather dynamically developing and is characterized, first of all, by a constant increase in competition, not only between local producers, but also those players who “enter” regional markets. And also this "behaviour" is due to the actions of consumers and changes in their preferences. The article presents information on the state of the meat market, including in the Omsk region, analyzes the trends of its development. The characteristics of the main competitors for the supply of "marble" meat to the Omsk region and the Siberian zone are presented region. On the basis of the survey, the main groups of consumers of beef meat, including “marbled beef”, were identified. As part of marketing research, the results of identifying consumer preferences when choosing beef meat are presented, as well as an analysis of the needs of public catering enterprises in "marble" meat. This analysis was also based on factors such as purchase and market prices and the price of ready meals. Based on the results obtained, a number of conclusions were drawn and an understanding of the market for this product in the Omsk region was formed.

Authors: Riabkova Dina Sergeevna, Skriabina Olga Vitalevna