Marketing research of honey consumer preferences in the markets of Kostanay region

Abstract

Bee honey is a valuable, multicomponent unique product produced by bees from the nectar of honey plants. In the human diet, honey is an alternative to sugar and sugar-containing foods as a healthier food product.
           Within the framework of this article, a marketing study and analysis of preferences among consumers of honey and other bee products among residents of Kostanay and the region were conducted.
 Today, about 50% of honey is produced in China, Argentina, the USA, Ukraine, Turkey, and Russia. Honey exporting countries are characterized by flexible economic and organizational interaction. The main role is played by the mechanisms of legal protection and the developed infrastructure of the industry, which ensures full-fledged work, sales of products, and the receipt of foreign exchange earnings to the country's budget.
 The materials of this article contain an analysis of the types of bee products consumed, quality criteria when choosing honey, other bee products, as well as factors determining the choice of consumers. Also, the priorities of the origin of honey (apiaries) have been determined among consumers.
 The study grouped the key characteristics of honey consumers in the areas of Kostanay region that affect their behavior, desires and preferences. By quantitative analysis of the results of the survey of the target audience, an average portrait of buyers of honey and other bee products has been compiled, which can be used by entrepreneurs at all stages of planning and promoting their products.
 A literary review of the state of knowledge of this issue was conducted, citing articles from domestic and foreign sources.
 The results obtained can be used by domestic producers in the development and optimization of a strategy for promoting bee products.