EVALUATION OF CONSUMER PREFERENCES IN FERMENTED MILK PRODUCTS

Abstract

This article is devoted to the issues of determining the needs and preferences of the population in fermented dairy products, in particular yogurt, by means of a questionnaire as one of the methods of obtaining information. As part of the research, a survey was developed consisting of 20 structured questions covering a wide range of issues related to demand, and https://docs.google.com/forms a link was posted on the platform and sent to the survey respondents (the answer to the question is mandatory), the definition of consumer preferences by type, volume and producers of yoghurts, as well as the frequency of purchases and the attitude of consumers was established to the range of manufactured yogurts. 100 people from all regions of the Republic of Kazakhstan took part in the survey. The sequence of questions corresponds to logic, the order of questions contributes to an active survey of the respondent. As part of the survey, a descriptive research method was used, data from respondents' questionnaires were processed, systematized and presented in the form of diagrams and tables. The survey results show that there is a demand for yogurt, and mostly preference is given to yogurt with fillers. The main criteria for choosing yogurt were the composition, which indicates that people are interested in consuming the most useful products for the body, in general, people prefer yogurts with functional properties, and therefore the yogurt production market is gradually expanding, increasing consumer interest in food in general.