Assessment of the level of consumer satisfaction with dairy products in the regional market

• Victoria A. Bondarenko

  Victoria A. Bondarenko. Vladivostok State University Vladivostok. Russia

• Жохова Валентина Владимировна

  Valentina V. Zhokhova. Vladivostok State University. Vladivostok. Russia

• Yurchenko N.A.

  Valentina V. Zhokhova.Vladivostok State University. Vladivostok. Russia

The dairy industry is one of the major branches of the Russian agro-industrial complex. In Primorye, the regional dairy market is actively developing. High level of meeting customers’ demands for these products is among crucial conditions for its succeeding. The evaluation of this indicator with the Customer Satisfaction Index is a universal tool in the B2C-market, contributing to the analysis of customer in-
teraction with the enterprise. Research on customers’ satisfaction should be the basis for managing the company's relations with its consumers. The research presented in the article was aimed at clarifying the concept of "consumer satisfaction" and determining the level of consumers’ satisfaction with dairy products in the Primorsky market. The assessment of this indicator was based on the data obtained at the LLC Arsenyevsky Dairy Plant. The research, that took place in the period of 2023–2024, allowed to track the dynamics of consumers’ satisfaction in order to adjust the work of the enterprise. It also helped to determine the degree of various factors’ influence on the overall customer satisfaction with dairy products of the Primorye enterprise.
Keywords: dairy products market, Primorsky Krai, consumer satisfaction, satisfaction level, assessment of satisfaction, Customer Satisfaction Index (CSI)