Analysis of market prospects for bakery products based on the ranking of bakery producers in the region

Vologda State Dairy Farming Academy named after N. V. Vereshchagin, 2, Str. Schmid, Molochnoe, Vologda, 160555, Russian Federation

^* Corresponding author: oksana-shikhova@yandex.ru

Abstract

According to the result of the study based on a comprehensive multidimensional comparative assessment and rating of Vologda enterprises – producers of bakery products participating in the system of voluntary certification of food products "Real Vologda Product", the authors have analyzed the prospects for the development of this industry in the region. They used the following research methods: questionnaire survey methods, comparative overall assessment, and rating assessment. The study is based on the results of a specially organized marketing survey of consumer preferences. This article presents key aspects of the authors' comprehensive assessment of commodity producers based on the analysis of economic potential and the position of consumers of products as factors of sustainable development of enterprises. As a validation of the proposed methodology of multidimensional comparative rating, which includes the analysis of the financial condition of the research subjects and assessment of consumer preferences, the researchers carried out a qualitative characterization of the "Real Vologda Product" brand actors engaged in the production of bakery products. The article revealed the structural features of the producers of this commodity group in terms of their influence on the development of the regional bakery market. The study identified the main problems of the economic development of enterprises-producers of bakery products, noted the factors of demand for their products from the local consumer, identified the prospects for sustainable development and stated the ways to solve the problems identified.