Investigation of preferences of milk drinking for consumers of Minsk

Abstract

In the article results of researches on definition of preferences of inhabitants of Minsk in the market of milk of drinking water are stated. The preferences of respondents regarding consumption, frequency of purchase, temperature processing, trade mark, volume and criteria for choosing drinking milk are shown. The necessity of studying the market of drinking milk has been identified, the value of the product in the population nutrition has been substantiated. Milk is a product of everyday demand, a significant proportion of respondents prefer pasteurized milk to other types of milk temperature treatment, an important value for consumers is the brand, the type of packaging, the volume of the product purchased. The increased attention of the respondents to the information component of the goods is noted. It was found out that respondents in the majority are conservative at a choice of a product, the main factor at a choice of milk of drinking for respondents of Minsk is its utility. The situation associated with the individual intolerance of milk by consumers, low-lactose and lactose-free dairy products produced by the industry of the Republic of Belarus, and the inadequate presence of such goods of the trade network are considered. Also, respondents are not widely informed about the lactose-free form of milk, advertising activities are not sufficiently conducted. In the course of research, it was established that trade enterprises begin to build segmentation not only by product, but also by consumer; simplify the layout based on the purpose of the purchase; try to stimulate impulse acquisitions of milk; narrow assortment in small shops to running positions.