Determinants of the Development of the Regional Market for the Sale of Dairy Products in Large Retail Chains

Relevance. An analysis of the regional market for the sale of dairy products in large retail chains will make it possible to identify the main players in the market, their shares and strategies, as well as to identify the characteristics of consumer demand and supply in this category of products.

The purpose is to conduct a comprehensive study of the regional market for dairy products in large retail chains in order to determine the determinants of development and the main players in the market, their shares and strategies, as well as the size of the share of each manufacturer in this market.

Objectives: collect and analyze data on sales of dairy products in large retail chains in the region; identify the main players in the market, their shares and strategies; based on the results obtained, to draw conclusions and determine the determinants of development to improve the position of manufacturers and retailers in the dairy market in the city of Kursk.

Methodology. In the course of the study, general scientific methods of logical and statistical analysis, as well as qualitative and quantitative analysis, were used.

Results. The share of producers of the Kursk region of the total number of dairy producers represented in the retail chains of the city of Kursk is 17,13%, of which 7,69% is occupied by the production of the city of Kursk. The volume of dairy products sold in large retail chains in the city of Kursk for 2022 for five positions decreased by an average of 20,5%.

Conclusions. There is a small amount of imports of goods from local producers to large retail chains of the city, which may indicate a lack of support and priority for the city to work with local producers in these networks. It may also indicate possible limitations in the production capacity of local producers, their lack of competitiveness in comparison with other producers from other regions.

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