RESEARCH OF CONSUMER PREFERENCES OF KRASNOYARSK RESIDENTS IN RELATION TO PASTRY WAFFLES
Received: 12.07.2022
Accepted: 17.09.2022
Published: 17.09.2022
ABSTRACT
Pastry waffles are a high-calorie product with a reduced nutritional value and in this regard there is a need to develop new species enriched with biologically active substances. The paper investigates the market of pastry waffles in Krasnoyarsk, evaluates the respect and opportunities of city residents in relation to the selected object. In the course of studying the market of pastry waffles presented in federal and regional retail chains of Krasnoyarsk, more than 5 manufacturers of the Russian Federation have been identified, among which more than 48% of the dominant share in the assortment structure is occupied by LLC Akulchev (Naberezhnye Chelny), LLC GC Darnitsa (St. Petersburg), LLC KDV Group (Tomsk), while there are no local manufacturers. In hypermarkets "Metro", "OK", "Lenta", supermarket "Commander", the buyer can purchase from 4 types of wafers, depending on the manufacturer and name, and in regional discounters "Good", "Baton" from 2 items are presented. The depth of the assortment of muffin wafers of grocery retail Krasnoyarsk is formed through the use of various fillings: dairy, fruit, berry, etc., while the prevailing share of 16% falls on waffles with "boiled condensed milk" filling. The study of consumer preferences of Krasnoyarsk residents in relation to waffles shows that more than 80% buy sweet waffles, of which 63% of respondents buy them on occasion and most of the 56% of respondents are partially satisfied with the quality and assortment. Respondents have a positive attitude to the appearance of sweet waffles with a reduced sugar content and with an increased amount of macro and micro ingredients and are willing to pay from 70 to 100 rubles for 100 g of such products.
KEYWORDS
consumer preferences, assortment structure, market, enriching ingredients, pastry waffles
