Analysis of the Consumer Preferences regarding Consumer Goods (Rostov Region Case Study)

Abstract

The author presents the results of the study conducted in the south of Russia and devoted to the consumer preferences with regard to domestic and foreign food products which are important for the implementation of the strategy of the import substitution as a tool to develop agricultural sector in Russia. The analysis included two points: assessing the factors that determine the type of the retail outlet chosen by consumer, and assessing the factors that influence the choice between domestic and foreign goods. Certain differences in preferences of residents of small towns and regional center were identified. The demand for the domestic products is restricted by their unavailability in large shopping centers. At the same time, most of people would abandon foreign products in favor of the domestic ones. The results of the study show that the strategy of import substitution is supported by the public and will not lead to the discontent among consumers. The author proposes a number of tools to implement this strategy and to increase the demand for the domestic products.