M.Е. Koryagin, S.S. Biljuchenko
Kemerovo State Agricultural Institute
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Summary. Imbalance in the milk market , which consists of the disparity between the quality of products provided by the manufacturers requirements demands of customers at the present stage is a key obstacle to the development of the market and , as a consequence, the development of production . The purpose of the study was to identify problem areas , creating an imbalance in the russian market, which were analyzed factors affecting the consumption of milk. It was identified based on the analysis of statistical data by constructing a logarithmic model that dependence milk consumption only 83.76 % due to a change in its price and income , which in general can be expressed in purchasing power terms of the ratio of income to the price of milk. Poll 50 consumers of milk in the SEC « Lapland « in Kemerovo October 28.10.2013 showed that as incomes rise degree of inertness consumer reaction in response to changes in the prices up or down . Consumer preferences for milk are influenced by factors such as: quality (96%), the place of production (96%) , shelf life (100%) , packaging (78%). Milk quality often defined by consumers on the basis of whole gradation / reconstituted milk: in the past consumers are willing to pay an average of less than 20 rubles . The survey results and comparing the purchasing prices with milk product showed that consumers preferring whole milk, 32% of reconstituted milk acquires . This study allowed to give the following recommendations to reduce the imbalance between the demand for milk and its proposal: to popularize among consumers information on the characteristics of quality milk, increase farmers, modernization of manufacturing industries in the dairy industry, the search for new ways of storing and processing of milk, accounting during the pricing policy in the milk market development scenarios and dynamics of income.
Keywords: milk production, purchasing power, the demand for milk, logarithmic demand model.