Scientific Journal of KubSAU

The article presents the results of the marketing research of consumers and consumer preferences that affect the formation of the market of poultry products in the Krasnodar region. We have shown a composition of market participants of poultry products: agricultural organizations, private households, small farms; trade and procurement enterprises and their associations, consumers' organizations; processing plants; enterprises and organizations of industrial infrastructure (production and technical, combined feed, transport, construction, and others); organization of the market infrastructure (credit, marketing audit, insurance, wholesale and retail, information and commercial centers, exchanges, wholesale markets, other forming distribution and logistics system). Using the results of market segmentation, companies can choose the strategy of marketing to different segments of the market (the choice between a differentiated approach to the segment and to the adaptation of products to each of them and one for global sales, taking into account the needs of all segments), or focus only on any particular segment. Segment structure of the market of poultry products is a division of the demand segment of the domestic market; at the same time, the sectors of the market dictate poultry enterprises how to prioritize areas of their activities. Competitive advantages of poultry organizations appear in the case of presenting customers high requirements for poultry products. We characterize the approaches to the choice for the producers on their own market niche