Affiliation
a Altai State Agricultural University
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Abstract
Marketing investigation is a powerful tool for creating unique knowledge needed for solving of many major regional problems. Agriculture and food processing industry represent a strategic sector of economy of the Altai territory, aiming at ensuring a sustainable supply of population with adequite quantity of quality foods. Meat industry occupies a special place among the branches of the food industry of the Altai. In trading networks of cities in the region a wide range of meat products is presented. The marketing study conducted in November 2014 in the city of Barnaul of the Altai territory, had the following specific tasks to: identify known meat-processing enterprises of Barnaul and the Altai territory; to determine the factors influencing the awareness of meat-processing enterprises; to determine the level of loyalty and commitment of consumers to a particular manufacturer. However, basing on the obtained in the course of the study data, it is possible to draw conclusions not only on individual specific indicators of the market of meat and meat products in the city of Barnaul, but on very important global economic and social parameters of the region as well the estimates which can be described as the solution of important economic problems. These include: assessment of reproductive processes in the meat industry of agro-industrial complex in Barnaul and the Altai territory; assessment of the prospects of development of the reproductive processes in the region and dynamics of food security in the Altai territory. The method of collecting data was the questionnaire of 750 residents of Barnaul. Our studies allow us to estimate the preferences of consumers of the Altai territory in the field of meat products on the basis of a questionnaire and can be used in marketing activities of the organization as producers of the products and in distribution channels.
Keywords
Assortment,
market,
marketing,
meat,
consumer,
reproduction,
food security
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