Scientific Journal of KubSAU

The article highlights the food value of buckwheat. It is said that the achievement of its biological potential under prevailing conditions of cultivation is impossible without the introduction of modern scientific and technical progress. The authors describe variants of integrated application of growth stimulants and microfertilizers in buckwheat production technology. Recommended technologies have been tested in conditions of the Central Chernozem region. It is revealed that the best variant of pre-sowing seed treatment is the combination of Epin-extra and Rexolin ABS. Conbination of Epin-extra and Speedfol B is the best variant of treatment of vegetating plants, providing the maximum yield increase in comparison with control variant (without treatments). Economic efficiency of all proposed technologies was studied. The system of indicators was chosen, which evaluate the efficiency of 36 variants of seed and plant treatment with growth stimulants and microfertilizers. A comparative analysis of variants demonstrated that the application of Speedfol B in combination with EPIN-extra and Rexolin ABS is most cost-effective and profitable. It is noted that the final choice of combination of growth stimulants and microfertilizers will depend on the specific conditions of cultivation. Recommendations are given

Interest in kvass as a national product increased noticeably in the past years, which has lead to the expansion of the range of products and the rise of the value of production and the scale of consumer preferences respectively. The importance of the analysis of the consumer preferences is obvious nowadays as there is a logic relation between commerce success and accurate knowledge of the demand of the target group. In this article, the motivation of the consumer as primary information in formation of demand for new product has been examined. The analysis is based on the examination of tastes, differentiation of structure of preferences of consumer groups, detection of unsatisfied requirements, the motives of the consumer preferences to the new product like natural fermentation kvass made with plant extract (as the author suggests): Citronella, lemon balm, oregano and Moldavian dragonhead. In order to study the choice of consumer preference they the survey of 100 residents of Voronezh has been conducted. Based on the survey and results of the research of the potential consumer preferences, the authors have found expediency of production of the new product with functional properties. They revealed factors influencing the decision of purchase and evaluation of new products. There were 100 participants aged between 20 - 60 who considered themselves as the consumers of the original kind of kvass. Most of the participants (73%) consider kvass a seasonal product. As a result the most important factor in choosing a soft drink was the taste and healthy properties. Only 7% of the participants considered price the crucial factor buying the product. Moreover, 47% of consumers were ready to buy more expensive product with new functional properties. On the basis of the survey conclusions about the demand of the new product in the market have been identified and limitative factors of manufacture have been shown