Marketing research on the study of consumer preferences for sweet dishes

Department of Food Production Technologies, Natural and Technological Institute, Murmansk State Technical University, 13, Sportivnaya Str., Murmansk 183010, Russian Federation

^* Corresponding author: sulikova_e@mail.ru

Abstract

The article presents the analysis research results of the confectionery mass market of production and consumption. A comparative characteristic of the confectionery products consumption by residents of Russia and Europe is carried out, the reasons for the differences in consumption are clarified. An analysis of the confectionery market in Russia in 2015–2019, coronavirus impact assessment on it, and a forecast for 2020–2024, according to “Businesstat” data, is presented. Based on the Russian State Policy goals in the field of healthy nutrition, the production priorities of the raw materials food main types that meet modern quality and safety requirements are determined, the introduction development vector of additional regional raw materials is determined, taking into account the of the region population traditions: berry raw materials, algae (kelp). When conducting marketing research, the methods of qualitative and quantitative analysis were used in this work. Marketing research was conducted using the questionnaire method, the sample size was 100 random respondents. The object of the study was consumer preferences when choosing sweet dishes. The survey examined consumer preferences in the category of sweet dishes: whether consumers of Murmansk region buy sweet dishes, where they buy them, what kind of sweet dishes they prefer, what possible additives would be acceptable and preferable for the consumer, what Murmansk-city and the region residents rely on when choosing and buying a sweet dish. Based on marketing research, the sweet dish producing feasibility that meets the potential consumers requirements and preferences was revealed. The consumers interest in this product type enriched with berries of the Kola Peninsula is established.