Яндекс.Метрика

ANALYSIS OF CONSUMER PREFERENCES IN THE ORGANIC MARKET IN THE NORTH-WEST


DOI 10.33305/251-81

Issue № 1, 2025, article № 9, pages 81-88

Section: Agro-industrial market

Language: Russian

Original language title: АНАЛИЗ ПОТРЕБИТЕЛЬСКИХ ПРЕДПОЧТЕНИЙ НА РЫНКЕ ОРГАНИЧЕСКОЙ ПРОДУКЦИИ В УСЛОВИЯХ СЕВЕРО-ЗАПАДА

Keywords: CONSUMER DEMAND, ORGANIC FOOD, RESPONDENTS, NORTH-WEST

Abstract: A key trend in the consumption of organic food is the assessment of the ability of the local population to buy organic products at higher prices relative to traditional ones. The size of the potential price premium in the organic market is taken into account when developing marketing and production strategies for both existing and future organic agricultural producers. The purpose of the study was to analyze the impact of indicators of the socio-demographic profile of consumers on their willingness to buy organic food in several commodity groups: meat and meat products, milk and dairy products, vegetables and cereals. The materials were the results of a questionnaire survey of 370 respondents from Novgorod, Pskov, Leningrad regions and St. Petersburg. The peculiarities of preferences among potential consumers of organic products were determined, among which the following were most often represented: persons with higher education; women under the age of 30 and from 31 to 40 years old; families with one, at least two children; respondents with an average monthly income of 25.1 to 30 thousand rubles and more than 40.1 thousand rubles per 1 person. It was revealed that the presence of various kinds of encumbrances for the family budget (loans, etc.) has the least effect on the willingness of consumers to buy organic vegetables, even at a price 2 times or more high than the cost of conventional products. Among those who expressed a desire to purchase organic products regardless of their price, the largest group of respondents (34%) was observed in the segment of organic milk and dairy products. At the current stage of development of the organic products market in our country, the results of the study can be used by manufacturers of this type in the course of business planning to reduce uncertainty in their activities and reduce risks in the future, including due to incomplete information about the level of consumer demand.

Authors: Nikonova Natalia Aleksandrovna, Dibirova KHapsat Abusupianovna, Nikonov Aleksei Grigorevich