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Статья опубликована в рамках: Научного журнала «Студенческий» № 16(186)

Рубрика журнала: Социология

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Библиографическое описание:
Shcheblykina E. CONSUMER SATISFACTION WITH THE PRICE LEVEL ON MILK MARKET // Студенческий: электрон. научн. журн. 2022. № 16(186). URL: https://sibac.info/journal/student/186/250451 (дата обращения: 29.03.2024).

CONSUMER SATISFACTION WITH THE PRICE LEVEL ON MILK MARKET

Shcheblykina Elena

Student, Department of Sociology and Organization of Work with Youth, Belgorod State National University,

Russia, Belgorod

Pryadko Svetlana Nikolaevna

научный руководитель,

Supervisor, Associate Professor of Management and Marketing Department, Belgorod State National University,

Russia, Belgorod

ABSTRACT

The article deals with the study of the residents' satisfaction with the level of prices in the milk market in Belgorod region. The aim of the research is to study the satisfaction with the price level in the milk market. Data collection method - questionnaire survey conducted with the help of Google-form among the residents of Belgorod region. Results: the level of consumer satisfaction with the price level in the milk market is determined. Conclusion: Consumers are dissatisfied with the increase in the price level of milk.

 

Keywords. consumer, price level, satisfaction, product, survey.

 

Introduction

There is a direct relationship between the level of consumer satisfaction and company profits. It is important for companies and the economy as a whole to investigate and study satisfaction with the price level.

There are many factors that influence the level of satisfaction with prices. For example, supply and demand indicators, which are also formed by consumers.

Milk is a product of the food basket. That is, there is always demand for this product. The income of the population varies greatly, so any increase in prices may be perceived differently by consumers, especially if the increase in cost reaches high figures. That is why it is important to constantly study the satisfaction with the price level of milk.

Thus, we have identified the problem of research - the contradiction between the need to know the current level of consumer satisfaction with the prices in the market and the lack of this statistic.

In order to identify the level of satisfaction with the level of prices on the milk market, a study was conducted, in which 103 residents of Belgorod region took part, of which 56 women and 47 men.

The objectives of the study were to identify the role of price in the choice of milk among buyers, to identify the degree of consumer satisfaction with the level of prices on the milk market, to determine the difficulty of buying milk at such a level of prices on the market.

Main part

The results of the research show that for consumers, when choosing milk, the price (41,9%) plays a dominant role, followed by the brand and producer (29%), availability of certificates, quality marks, GOST (19,4%), packaging (9,7%).

The majority of respondents, namely 71% agreed with the statement: "In the last couple of years, it has become more difficult to buy milk due to the level of product prices", confirming that in recent years, buying milk is more difficult for them. 29% do not believe that it has become more difficult to buy milk in the last couple of years.

To clarify the previous question, there was another question. As a result, 77.4% are not satisfied with the situation when prices on the dairy market are increasing. Only 22.6% are satisfied with everything.

Respondents were asked the question: "If the price level of milk reaches high values, will you continue to buy this product?" 48.4% of respondents said that if the price of milk reaches high levels, they will continue to buy milk, but will choose the product with the lowest price. Almost the same number of people, 45.2%, responded that they would continue to buy milk from the same company as before. Only 6.5% of those surveyed would stop buying milk altogether.

Conclusion

To summarize, we can outline the main conclusions drawn after processing the results of this sociological study:

At the moment, consumers when buying milk are guided by price qualities rather than the presence of certificates, quality marks, packaging, brand and producer. Recently, the cost of milk has increased, such a situation is perceived negatively by people. If the cost of this product reaches high values, consumers will continue to buy this product, but will choose milk with the lowest price.

 

References:

  1. Dugina S.I. Marketing pricing policy [Text] : textbook / S.I. Dugina. - M.: Delo, 2015. - 393 с.
  2. Manella A.I. Production and consumption of milk and dairy products in Russia [Text] / A.I. Manella // Economics of agricultural and processing enterprises. - 2003. - №2. - С. 49-53
  3. Schwartz, P. Assessment of customer satisfaction [Text] / P. Schwartz. - Moscow: Balance Business Books, 2014. - 352 c.

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