Потребительский выбор продуктов питания: факторы, текущее состояние и ожидаемые изменения

  • Анастасия Юрьевна Неделько Высшая школа бизнеса, Национальный исследовательский университет «Высшая школа экономики», Россия
  • Ольга Анатольевна Третьяк Высшая школа бизнеса, Национальный исследовательский университет «Высшая школа экономики», Россия
  • Александра Юрьевна Лаврова Высшая школа бизнеса, Национальный исследовательский университет «Высшая школа экономики», Россия

Аннотация

Потребитель выбирает продукты питания, исходя из множества ценовых и неценовых факторов. В статье приведен критический обзор ключевых категорий факторов, влияющих на выбор потребителя, а также представлена предполагаемая трансформация их состава и приоритетности в условиях экономической рецессии и пандемии. Обсуждаемая в статье классификация факторов основана на различных методах получения информации: заявленных, поведенческих и физиологических. Выделение в схеме различных типов информации о факторах позволяет акцентировать внимание на тех из них, которые требуют дополнительного анализа с использованием разных методов сбора информации. Отдельно приведены специфичные факторы, влияющие на выбор продуктов питания среди молодежи, которые необходимы для формирования и корректировки пищевых привычек в период взросления. В исследовании предложена отправная позиция для проведения сравнительного анализа факторов, влияющих на потребительский выбор продуктов питания, в том числе и при существенных изменениях во внешней среде. Результаты работы могут быть полезны производителям брендов и ритейлерам, разрабатывающим маркетинговые стратегии, а также государственным органам для установления или корректировки правовых ограничений по потреблению вредных и стимулированию продажи полезных продуктов питания.

Ключевые слова:

факторы, влияющие на потребительский выбор, продукты питания, методы маркетинговых исследований

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Опубликован
2021-03-10
Как цитировать
Неделько, А. Ю., Третьяк, О. А., & Лаврова, А. Ю. (2021). Потребительский выбор продуктов питания: факторы, текущее состояние и ожидаемые изменения. Российский журнал менеджмента, 18(4), 605–642. https://doi.org/10.21638/spbu18.2020.406
Раздел
Обзоры