IMPROVING THE COMPETITIVENESS OF THE FRUIT PRODUCTION IN THE KRASNODAR REGION BASED ON CONSUMER ORIENTATION
The article is devoted to the important problem of competitiveness of agricultural production. The concept of long-term socio-economic development of the Russian Federation up to 2020 focuses on increasing the competitiveness of domestic producers and the ecologization of products. In modern conditions of Russia's economic sanctions and limited domestic commodity producers are significantly affected. The development of the competitiveness of individual enterprises is possible in case of forming of clearly-defined economic consumer - demand oriented policy. The article provides interpretation of definition "competitiveness" by the various authors and highlights its substantial features. The dynamics of fruit plantations, volumes of croppage and productivity of fruit production are reviewed and analyzed. The areas of pome and drupaceous crops in specialized farms of Krasnodar region in 2013 grouped by fruit zones are presented in the article. The advantages of domestic producers over the western ones are presented in view of food embargo imposed to European food products by the Government of the Russian Federation. In these conditions it is necessary to continuously improve the competitiveness of the products at the expense of maximum compliance with consumer and cost characteristics of existing and potential demands of customers. The sociological research aimed at identifying the consumer demands to fruits and berries of the population of the city of Krasnodar was conducted. The research aimed at identifying factors influenced on the consumers while choosing fruit at the markets of the city of Krasnodar was conducted. The estimation of factors influencing on consumers' choice was conducted. The data has been presented in the ranking. The perspective courses of business entities' activities which orient on development of competitiveness in conditions of globalization, ecologization, institutional and economic constraints were determined.