THE TRANSFORMATION OF THE VALUE CHAIN OF CONSUMER PERCEPTION OF THE CRITERIA OF MEAT AND MEAT PRODUCTS

DOI 10.32651/248-103

Issue № 8, 2024, article № 13, pages 103-109

Section: Agrofood market

Language: Russian

Original language title: ПРЕОБРАЗОВАНИЕ ЦЕПОЧКИ СОЗДАНИЯ ЦЕННОСТИ ВОСПРИЯТИЯ ПОТРЕБИТЕЛЕМ ОСНОВНЫХ КРИТЕРИЕВ МЯСА И МЯСНЫХ ИЗДЕЛИЙ

Keywords: THE MARKET OF MEAT AND MEAT PRODUCTS, CONSUMER PREFERENCES FOR MEAT AND MEAT PRODUCTS, THE VALUE CHAIN OF THE PRODUCT

Abstract: Doubts about the quality of meat and its processed products are currently one of the factors reducing the level of meat consumption among the population in developed countries. This situation has been exacerbated over the past twenty years by serious outbreaks of diseases among animals, resulting in the destruction of livestock, increased media attention to animal welfare conditions, their impact on the environment, etc. All of the above undoubtedly influenced the perception of consumer characteristics of meat and processed products among various target groups of buyers, leading to a transformation of its consumption. On the other hand, it is the increasing competition in global markets that encourages manufacturers to look for new factors to increase the competitiveness of their productions, which in turn should undoubtedly be associated with the development of a marketing relationship model with the consumer, taking into account all of the above aspects of the transformation of the perceived value of the main product criteria. The article analyzes the mechanism of the value chain of the consumer's perception of the main characteristics of the product based on such aspects as: production and processing of meat, consumption of meat and meat products. An important aspect of the analysis is to determine the vectors of development of the chain of creation of the perceived value of the product, as well as to determine the relationships between these links.

Authors: Biriukova Tatiana Vladimirovna