Krasnoyarsk, Russian Federation
Krasnoyarsk, Russian Federation
Krasnoyarsk, Russian Federation
Krasnoyarsk, Russian Federation
UDK 658.8.012.12 Исследование вопросов сбыта. Изучение рынка
The information base of the study was compiled by publications of Russian and foreign scientists about models of consumer choice of food products, including local production, as well as statistical data on the dynamics of consumption of meat products and regulatory documents, regulating support to regional livestock producers. The analysis of modern megatrends in consumer behavior led to the conclusion that research on consumer preferences and buying motives is relevant not only for the development of marketing strategies of meat producers, but also for regional authorities, implementing the state policy on the formation of consumer culture and support of enterprises processing meat, including Arctic origin. By a comparative analysis of the content developed by scientists of different countries discrete and complex models of purchasing regional (including meat) products, we have classified and systematized as part of the base model factors determining the decision to buy. Optimization of a wide range of consumer features, product characteristics, their manufacturers and acquisition conditions, as well as marketing tools, allowed us to construct a hypothetical model of customer choice of products from reindeer meat in the target market of the region, where such products are not traditional but promising due to the unique utility.
purchasing model, regional markets, reindeer meat, food quality
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