Factors of Consumer Choice of Alternative Dairy Products on the Russian Market

Student: Niyaz Zhampeissov

Educational Programme: Marketing and Market Analytics (Bachelor)

Final Grade: 7

Year of Graduation: 2024

This study is devoted to analyzing the factors of consumer choice of alternative dairy products on the Russian market. The aim of the work was to identify key aspects influencing consumer preferences and develop practical recommendations for companies engaged in the production and promotion of this type of products. The research included analyzing the state of the alternative dairy products market in Russia and globally, identifying key trends in the industry, and considering the leading regions in terms of alternative dairy products consumption. The empirical study included qualitative and quantitative research, factor and cluster analysis, and content analysis were conducted. The results of the research allowed us to identify key factors influencing consumer choice and offer recommendations for companies to effectively promote products in the market of alternative dairy products in Russia.

Full text (added May 21, 2024)

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