COMPETITIVE ADVANTAGES OF COMPANY BASED ON SEGMENTATION OF CONSUMERS OF DAIRY PRODUCTS
Article examines the existing preferences of consumers of dairy products, allowing them to be divided into promising segments. Segmentation of market by consumers of dairy products, in turn, makes it possible to plan promising marketing innovations that are potentially in demand by customers. Authors substantiate the potentially in-demand directions of marketing innovations for product and allocation of customer segments in finding competitive advantages of company in dairy market.