Scientific Journal of KubSAU

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