Quality as an Attribute of the Market Positioning of the Agricultural Products and Food Supply
DOI:
https://doi.org/10.21847/1728-9343.2014.1(127).23067Keywords:
Generation Y in Ukraine, the purchasing behavior of consumers, the quality of agricultural products, food quality, marketing researchAbstract
The aim of this study is to assess the quality attributes of agricultural products and food supplies with regards to their significance in a market positioning for representatives of Generation Y inUkraine, born in 1991-1994, inUkraine. This study is based on the selective marketing survey of 1270 people aged 19 to 22 years of the ten regions of Ukraine (including 540 men and 730 women) a cumulative impact of the quality attributes of food products in their interaction with the perception of quality characteristics of agricultural products on the purchasing behaviour of consumers were identified. The findings of the study on the views of the studied group of representatives of Generation Y inUkraineon the key factors contributing to the quality of food were analyzed by the author. In particular, respondents were asked to rate a number of manufacturing operations, which include both the agricultural production stage and the stage of processing, and to determine their role in the formation of food quality. The author examined the views of the studied group of representatives of Generation Y inUkraineon the market image of domestically produced food and imported substitutes and significant improvement activities appealing to the designated age group. Scientific novelty of the research lies in the comprehensive and systematic analysis of the overall impact of the quality attributes of food in their interaction with perception for quality agricultural products on the purchasing behaviour of consumers. The practical value of the proposed research methodology is that it can be used to identify characteristics of consumer behaviour in the food market for the other age groups, as well as in the other markets. Implementation of the proposed by the author suggestions provides an opportunity to improve the market image of not only the agricultural products, but also the processing plants.
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