ANALYSIS OF TARGET MARKETS FOR POULTRY PRODUCTS BASED ON ONLINE SURVEY

DOI 10.32651/224-68

Issue № 4, 2022, article № 10, pages 68-73

Section: Agrofood market

Language: Russian

Original language title: АНАЛИЗ ЦЕЛЕВЫХ РЫНКОВ ПТИЦЕВОДЧЕСКОЙ ПРОДУКЦИИ НА ОСНОВЕ ОНЛАЙН–АНКЕТИРОВАНИЯ

Keywords: POULTRY FARMING, MARKET POTENTIAL, ASSORTMENT PORTFOLIO, ONLINE QUESTIONNAIRE, TREND ANALYSIS, CONSUMER PREFERENCES, SEGMENTATION OF TARGET MARKETS

Abstract: Comparison of global and domestic trends emerging in the markets of poultry products, analysis of the self-sufficiency of Russian regions in terms of eggs and poultry meat made it possible to state the presence of a market potential for poultry products in the form of unfilled niches and to forecast the structure of target markets. The results of the online survey were divided into five blocks: the characteristics of the target audience of the respondents, the preferences of buyers when buying meat livestock products and food eggs, the factors that determine the purchasing choice in terms of their importance, the main obstacles when making a purchase of poultry products, the existing and potential assortment portfolio of poultry products. It has been established that the leading positions in poultry farming are retained by chicken farming, and in the future, a significant shift in the target markets of poultry products is not expected. The increase in the market potential of poultry products will be carried out by saturating the demand in the domestic market for the industry's products at the expense of niche segments, that is, products obtained from non-traditional types of poultry, and, accordingly, changing the supply structure in the direction of increasing their market share.

Authors: Eremeeva Nadezhda Aleksandrovna