Market research of rice cereals

Abstract

Rice groats are in high demand among buyers. Given the current situation in the rice market, market research conducted to identify consumer preferences and the main factors affecting the choice and degree of satisfaction with the quality of rice cereals aroused some interest. The article gives a brief description of the rice market, its structure, the main stages of development, describes the factors affecting the formation of demand. The research of self-sufficiency and structure of the Russian rice market, growth rates is given. The dynamics of rice export and import in 2018 is presented. A marketing research was conducted aimed at clarifying the preferences of consumers of rice cereals, identifying the main factors affecting their choice and the degree of satisfaction with quality in the market of the Voronezh region. Based on studies for trade enterprises, several recommendations have been developed aimed at increasing demand and increasing cereal sales.