Simferopol, Russian Federation
Simferopol, Russian Federation
Simferopol, Russian Federation
As a staple food product, milk requires special standards of quality and safety at all production stages. As cross-regional competition in the dairy sector continues to escalate, understanding consumer behavior is now a critical priority for domestic market studies. This article describes the drivers that determine consumer behavior on regional dairy markets in Russia. The research featured milk and other dairy products produced in the Republic of Crimea, Russia. The empirical research relied on a two-stage consumer survey (n1 = 400; n2 = 300) using a random sample. The statistical approach employed descriptive and multivariate techniques, e.g., factor analysis with Varimax rotation and agglomerative hierarchical clustering (SPSS 23.0). The study revealed significant gender differences in the factors of choice. Men focused on the taste, price, fat content, and shelf life (47%) while women paid more attention to the composition, compliance with state standards, and local production (53%). The factor analysis made it possible to identify a two-stage model of consumer choice, where safety parameters dominated at the cognitive stage (R2 = 0.834), and image-assortment properties prevailed at the final stage (R2 = 0.794). Price proved to be a major quality indicator when choosing between brands. At the macro level, however, price served as a determinant of accessibility, as evidenced by a reliable negative correlation between price dynamics and consumption volumes in 2016–2023. The cluster analysis revealed three groups of brands based on the degree of perception: mass brands, intermediate brands, and niche brands. The differentiated regional marketing strategies based on consumption patterns can be used to support local brands and stimulate demand for local dairy products. The effect of sensory properties on loyalty to regional brands is a promising research direction.
Milk, consumer behavior, gender patterns, regional brand, choice factors, taste, quality
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