The approach to assessing the characteristics significant for consumers when buying meat and meat products of organic origin

RGAU-Moscow State Agricultural Academy named after K.A. Timiryazev, 127434, Timiryazevskaja, 49, Moscow, Russia

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

Abstract

The effect of the “healthy food” trend, which has recently been the basis of food choice among consumers, has significantly transformed approaches to buying, in particular the selection and evaluation of meat and meat products. No less serious changes have occurred in the model of the purchase decision-making process, which in turn encourages manufacturers to develop positioning, production, and sale of products at a new qualitative level relative to all market vectors, one of which is the formation of the organic food market segment. Nevertheless, despite the significant transformation of the market, at the moment the segments for a number of product categories have not been finally formed. At the moment, the existing number of criteria that are the basis of choice does not always indicate the organic origin of the product, in particular, one of such criteria is the category “farm products”, often these two concepts are interchangeable in the consumer's mind. This article attempts to evaluate the main factors and criteria for choosing meat and meat products belonging to the “organic products” class based on understanding the transformation of ideas about the process of making a decision to purchase a product, considering the formation of the “healthy food” trend. Based on the results of the study, the main vectors of the development of the marketing relationship model with the consumer are determined, the interrelation of a number of factors indicating the organic origin of the product for the consumer is formulated. The key criteria for positioning meat and meat products of organic origin have been identified. The main conclusions regarding the characteristics that are significant for the consumer when buying meat and meat products of organic origin are formulated.