ANALYSIS OF CONSUMER LIKES ON THE FOOD MARKET

Abstract

The purpose of this article is to investigate consumer preferences in the contemporary food product market. The author claims that the research and analysis of consumer preferences is an urgent task in the modern world due to the oversaturation of the market of everyday goods, including the food market. Consumer preferences and choices serve as a marketing tool used to determine the priority areas for a company's business development. The research aimed to identify consumer preferences and habits regarding product selection, brand preferences, consumption frequency, and purchasing behavior for products offered by Nestlé Ukraine LLC, as well as the company's reputation among food consumers. The study was conducted across specific product categories, including "Ready-to-Eat Breakfasts," "Coffee and Beverages," "Child Nutrition," "Clinical Nutrition," "Ready-Made Products and Culinary," "Confectionery," and "Pet Food." Survey results revealed that the leading product categories for purchasing Nestlé Ukraine LLC products were "Confectionery," "Ready-to-Eat Breakfasts," "Coffee and Beverages," and "Ready-Made Products and Culinary." It was determined that most customers buy Nestlé Ukraine LLC products multiple times a week to several times a month. The consumers of "Nestle Ukraine" products primarily included the respondents themselves and their family members. The conducted marketing research provided primary marketing information that elucidates the peculiarities of consumer preferences in the food product market. The results of this research can be used for developing recommendations to optimize marketing and sales strategies for Nestlé Ukraine, making marketing decisions, and shaping the product assortment strategy. It was determined that the effective use of a scientific approach and the correct application of research results can significantly increase the effectiveness of the company's marketing strategies. The market research and analysis of consumer preferences helped identify potential opportunities for expanding the product range and introducing new products, and it offered solutions for modifying the marketing strategy of Nestlé Ukraine LLC. Proposed measures for improving the company's product assortment will enable the manufacturer to make informed decisions, optimize the product range, and, as a result, ensure the profitability of its operations and competitiveness in both the domestic and global food product markets.