The competitiveness evaluation of milk trademarks on the market of Chelyabinsk region

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.