Managing Regional Consumer Market Based on the Improved Approach to Evaluating Customer Needs for Food Commodities
Managing Regional Consumer Market Based on the Improved Approach to Evaluating Customer Needs for Food Commodities

Summary/Abstract: Regional consumer market can be regarded as an economical category occupying an important position in the social reproduction system and reflecting the conditions of the regional economy. Being the final stage of the regional reproduction process, consumption is a predetermining factor of improving the economic system efficiency. In this regard, developing the system of customer preference evaluations is one of the ways for supplying the population demand in the region and, simultaneously, for increasing the return levels of local commodity producers. The customer needs analysis allows the companies to develop the strategy that is adequate to the market conditions and thus to affect the improvement of the investment climate in the region. This stipulates the necessity to develop better mechanism for identifying the unsatisfied needs and for formulating, based on this mechanism, an action plan that would ensure the solution to this problem. The objective of this study is to improve the widely-accepted marketing approach to studying the consumer needs for food commodities for the purposes of optimization of the regional consumer market management. The undertaken marketing research identifies the factors that predetermine the effective demand for food commodities and the degree of consumer satisfaction with the existing consumption level.

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