Abstract
The milk market in the quarantine conditions associated with the pandemic and the spread of COVID-19 is going through a difficult period, superimposed on a number of pre-existing problems. In particular, the production of raw milk by agricultural producers is growing, while this contradicts the fact that the consumption of milk in the country is falling, and incomes of the population are decreasing. All these factors lead to increased competition in the drinking milk market and determine the relevance of the issues of studying its competitiveness, especially in a specific regional market. Today there is a lack of a comprehensive scientific understanding of methods for assessing the competitiveness of drinking milk presented on the local market. As the purpose of the study, the article stated the assessment of the competitiveness of drinking milk brands, the most common in the market of Chelyabinsk region. As a result of scientific research, a quantitative expert assessment of quality was determined and an assessment of competitiveness from a professional objective point of view was carried out by taking into account the quality per unit of money paid. The result of the study was the development of recommendations separately for different target audiences, who can benefit from the results of the study: consumers, retailers and manufacturers.
Highlights
Milk is one of the most ancient food products of animal origin, while it doesn’t lose its importance in the daily diet of the population today
An expert qualimetric assessment of the quality of drinking milk of the studied brands showed that the best quality is characterized by «Chebarkul milk», followed by milk «First taste»
If you don’t take into account any more criteria of competitiveness, you can recommend to consumers these particular brands of drinking milk
Summary
Milk is one of the most ancient food products of animal origin, while it doesn’t lose its importance in the daily diet of the population today. The dairy subcomplex and the milk market are not going through the easiest times during the coronavirus crisis. I. Katlishin, the production of whole milk in commercial farms in recent years has been characterized by an upward trend due to favorable external economic conditions of the food embargo and solid government support measures for the dairy industry (Katlishin, 2018). A.V. Popova and G.V. Bykovskaya note that as a result of production growth, retail trade networks offer consumers a large volume of the widest assortment of drinking milk of various brands, in various packaging, various degrees of fat content, etc. (Popova, & Bykovskaya, 2016) Bykovskaya note that as a result of production growth, retail trade networks offer consumers a large volume of the widest assortment of drinking milk of various brands, in various packaging, various degrees of fat content, etc. (Popova, & Bykovskaya, 2016)
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