MARKET CAPACITY AS THE BASIS OF MARKETING RESEARCH FOOD MARKET OF KEMEROVO REGION

• Main Authors: Brese O.E., Grjaznova N.L., Brese V.A., Angersbach A.K.
• Format: Article
• Language: English
• Published: Kemerovo State University 2015-06-01
• Series: Foods and Raw Materials
• Subjects: Marketing research; real and potential market capacity; rational consumption norms (rates)
• Online Access: http://jfrm.ru/?page=archive&jrn=5&article=18

One of the main tasks of marketing research is to identify the capacity of food market. Market capacity, concerning its quantitative characteristics, demonstrates the capabilities of food market volume of sales. It is a common practice to distinguish between two levels of market capacity: potential and actual. The actual capacity of a market is the first level. Potential level is determined by personal and social needs, and it reflects an adequate volume of sales of goods. The capacity, which is really establishing in a market may not correspond to its potential capacity. Market capacity may be calculated in cash and in kind. Knowing the capacity of a market and its trend changes, it is possible to assess the prospects for the development of the food market. Different methods are used for the market capacity calculation, each of which is most suitable in the given context, this paper presents a comparative analysis of the choice of a calculation method of the food market, food market potential capacity of Kemerovo region is justified. The capacity of its food market in the period from 2001 to 2013 is calculated. The calculations take into account the demographic situation in the region and rational consumption norms of foods, recommended by the Ministry of Health and Social Development, what meets the modern requirements of a healthy diet. Conclusions on the data are formulated.