CONSUMER BEHAVIOR RESEARCH IN FOOD BRAND FORMATION IN THE DIGITAL ECONOMY

S. Eshmatov
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Abstract

In this paper has been analyzed consumer behavior research in food brand formation in the digital economy. According to the author customer perception of product quality cannot be limited to emotional attributes. Safety, utility and costs should also be taken into consideration as key factors. In this research was made questionnaire surveys based on qualitative research. According to results, strength of the correlation is related to the width of the scale, meaning that a wider scale strengthens the discovered correlation. Thus, a broader scale allows for the identification of relationships between variables that are not evident on a narrower scale and is therefore more useful for research purposes. However, taking into account that evaluation on the basis of a 10-point scale creates inconvenience for customers, as well as taking into account the large number of variables, it is appropriate to use a 5-point scale. Thus, as the integer value for each variable increases from one to five, the satisfaction measure increases. Since all questions are structured in the same direction, so a higher value always means a better evaluation of brands, the results of the statistical analysis will be easy to interpret. Summary, the brand campaigns operating in the milk and dairy products market have not reached the level of international competition among brands. Enterprises aiming to form national brands of milk and dairy products should set strategic goals aimed at solving the main problems obtained based on the results of the analysis.
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数字经济下食品品牌形成中的消费者行为研究
本文对数字经济下食品品牌形成中的消费者行为研究进行了分析。作者认为,顾客对产品质量的感知不能局限于情感属性。安全、效用和成本也应作为关键因素加以考虑。本研究在定性研究的基础上进行问卷调查。根据结果,相关性的强度与尺度的宽度有关,这意味着更宽的尺度加强了发现的相关性。因此,更广泛的尺度允许识别变量之间的关系,而这些关系在更窄的尺度上并不明显,因此对研究目的更有用。但是,考虑到在10分制的基础上进行评估会给客户带来不便,以及考虑到大量的变量,使用5分制是合适的。因此,当每个变量的整数值从1增加到5时,满意度度量也随之增加。由于所有的问题都是在同一个方向上构建的,所以越高的值总是意味着对品牌的评价越好,所以统计分析的结果将很容易解释。综上所述,在牛奶及乳制品市场上开展的品牌活动还没有达到品牌间国际竞争的水平。以形成民族奶及乳制品品牌为目标的企业,应针对分析结果得出的主要问题制定战略目标。
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