The Development of Value Proposition for the Young Audience on the Market of Modern Dairy Products

Revising the existing ones as well as searching for new value propositions for the young audience on the market of dairy products is a big issue for the producers. This paper is aimed at providing insights into preferences of the youth concerning one of the market`s elements – the modern dairy products, and creating relevant value propositions concepts based on the drawn conclusions. The goal of the master`s thesis is to form the concepts of value propositions, relevant to the young audience preferences on the modern dairy products market. The achievement of the goal is based on one of the existing academic approaches of “value for consumer” and includes the following objectives:  explore Russian market of modern dairy products against the background of the young consumers` behavior  find out the desires the young audience has in favor of modern dairy products  form and evaluate the concepts of new value propositions for the youth on the explored market Theoretical relevance of the master`s thesis is related to the growing interest of the researches in the issues concerning “value” and “value propositions” as well as relatively low coverage of the topic in Russian publications. Practical relevance of the paper is based on the opportunity of the following use of the formulated value proposition concepts and developed recommendations for value proposition formation for the youth on the explored market by the producers of dairy products and related to their activities agencies.