Approach to assessing consumers’ purchasing choices for premium meat and meat products

Russian State Agrarian University- Moscow Timiryazev Agricultural Academy, Moscow, Russia

^* Corresponding author: tbiryukova@rgau-msha.ru

Abstract

The decision-making process of food choice among consumers has been significantly transformed at the present development stage. At present, consumers are guided by a large number of factors with regard to the choice of meat and meat products, a number of which have arisen against the background of increased information availability, the formation of the trend "healthy eating", significant changes in the external environment. At the moment, this issue is of particular relevance for producers of meat and meat products, because the classification of products in relation to their main criteria is an important aspect of the formation of product marketing in order to ensure a favourable position in the competition. At the moment the definition of the product by the consumer, in particular meat and meat products, in the format of "premium" occurs on the basis of a number of factors, but the general opinion that should be attributed to the "premium" quality of the product at the moment has not been formulated. This study attempts to identify the main criteria influencing consumer behaviour in relation to the choice of premium meat and meat products. Based on the results of the study, consumer activity was analysed in relation to the marketing relationship model with the consumer in relation to the choice of premium meat and meat products in Moscow. The main parameters, on the basis of which the perception of the product as a product of the "premium" class occurs, are formulated. The interrelation of a number of factors in relation to the formation of consumer behaviour when choosing meat and meat products of the "premium" class is noted. The main conclusions regarding the evaluation of the consumer's choice of purchasing meat and meat products of the "premium" class are formulated.