THE MARKETING APPROACH TO THE STUDY OF CUSTOMER SATISFACTION WITH THE QUALITY OF MEAT PRODUCTS
The satisfaction of public demand for the basic food products is the important characteristic of the social feeling of the population of the region. Meat industry takes the special place among the food industry branches. Over the last years, Russia raised sufficiently meat production that allowed achieving food sovereignty in regards to this food product. Now, the issue of quality improvement of meat products supplied to the trade organizations is under consideration. The goal of the research is the integral assessment of satisfaction of Primorsky Krai population with the quality of meat products offered by trade organizations of the region. To assess meat products consumers satisfaction, the author carried out the consumers’ survey in various cities of Primorsky Krai (sample n =600). To evaluate consumer satisfaction, social qualimetry methods were used. The research showed that, in recent years, the tendency towards the deterioration of quality-to-price ratio of meat products emerged in the regional market of Primorsky Krai. Consumers experience major concerns about the fact that the products may contain nonnatural and harmful for health “chemical” ingredients. According to the results of the survey, the evaluation of the level of awareness on the safety of consumed meat products. The author studied the level of interest of the consumers in the information about the meat products ingredients and the level of confidence to the information given by the manufacturers. To improve meat products quality, the development of the effective mechanisms of quality control is necessary. One of the directions of meat products quality improvement is the wide public involvement. It is necessary to raise public awareness about their rights. To ensure feedback, it is necessary to use the advanced information technologies.