ИНФОРМАЦИОННАЯ АСИММЕТРИЯ И ОСОБЕННОСТИ ПОТРЕБИТЕЛЬСКОГО ПОВЕДЕНИЯ НА РЫНКЕ МОЛОЧНОЙ ПРОДУКЦИИ

INFORMATION ASYMMETRY AND CONSUMER BEHAVIOR IN THE MARKET OF DAIRY PRODUCTS

Usenko N. I. ^a

Yakovleva L. A. ^b

Otmakhova Y. S. ^c

Affiliation

a Novosibirsk State University

b Kemerovo Institute of Food Science and Technology (University)

c Institute of Economics and Industrial Engineering, Siberian Branch of the Russian Academy of Sciences

Copyright ©Usenko et al. This is an open access article distributed under the terms of the Creative Commons Attribution 4.0. (http://creativecommons.org/licenses/by/4.0/), allowing third parties to copy and redistribute the material in any medium or format and to remix, transform, and build upon the material for any purpose, even commercially, provided the original work is properly cited and states its license.

Abstract

The article presents the analysis of factors and conditions influencing the occurrence of information asymmetry in the market of dairy products and the study on consumer behavior characteristics of certain groups of population of Kemerovo concerning the choice of dairy products. For these purposes, the concept of "information asymmetry" in relation to the dairy market was determined. Attention is focused on the existing contradiction between the demand for cost-effective food production business and consumers’ requirements for food products. It is noted that the use of imported powdered milk and tropical oils in commercial production of dairy products hides serious problems in the industry of dairy cattle-breeding and negatively affects the quality of dairy foods. Various typological groups of respondents having peculiar features of consumer behavior were formed during the research. The results of the study were three main types of consumer behavior when selecting dairy products in relation to the degree of their naturalness, labeling, frequency of consumption and new types of foods.

Keywords

The market of dairy products, consumer behavior, asymmetry of information, food security

REFERENCES

Chelnakova, N.G. Pitanie i zdorov'e sovremennogo cheloveka / N.G. Chelnakova, V.M. Poznyakovskiy. - Rostov n/D: Izd-vo «Starye russkie», 2015. - 224 s.
Barsukova, S.Yu. Chtoby ne obmeleli molochnye reki… Rynok moloka i molochnyh produktov Rossii // EKO. - 2011. - № 11. - S. 95-109.
Shkalaberda, Ya.L. Asimmetriya informacii v rynochnoy sisteme hozyaystvovaniya / Ya.L. Shkalaberda. - M., 2007. - 31 s.
Donskova, L.A. Informacionnaya asimmetriya na rossiyskom rynke prodovol'stvennyh tovarov: suschnost', problemy, puti resheniya // Vestnik Orenburgskogo gosudarstvennogo universiteta. - 2012. - № 1 (137). - S. 89-94.
Malkina, M.Yu. Institucional'nye osnovy snizheniya kachestva tovarov i uslug v usloviyah rynochnoy ekonomiki (otvet I.V. Rozmainskomu) // Journal of Institutional Studies. - 2014. - T. 6. - № 4. - S. 77-97.
Mohammad Y. Yakoob; Peilin Shi; Walter C. Willett; Kathryn M. Rexrode; Hannia Campos; E. John Orav; Frank B. Hu; Dariush Mozaffarian Circulating Biomarkers of Dairy Fat and Risk of Incident Diabetes Mellitus Among US Men and Women in Two Large Prospective Cohorts // Circulation. - 2016. - 3. -P.24-32.
Upotreblenie molochnyh zhirov snizhaet risk razvitiya diabeta [Elektronnyy resurs]. - Rezhim dostupa: http://www.strf.ru/material.aspx?CatalogId=222&d_no=117571&rated=ok#.Vxtj2Gs82vI (Data dostupa 19.04.2016).
Regulyarnoe potreblenie moloka pomogaet sohranit' pamyat' [Elektronnyy resurs]. - Rezhim dostupa: http://medkarta.com/?cat=new&id=3997&s=0 (Data dostupa 10.04.2016).
Usenko, N.I. «Pal'movyy ray» ili «pal'movyy sprut»? Sovremennye trendy i ugrozy prodovol'stvennogo rynka / N.I. Usenko, V.M. Poznyakovskiy, Yu.S. Otmahova // EKO. - 2014. - № 9. - S. 135-152.
Opros Fonda obschestvennogo mneniya «O zdorovom pitanii» [Elektronnyy resurs]. - Rezhim dostupa: (19.04.2015): http://fom.ru/Obraz-zhizni/11558.

How to quote?

About journal

Download