Issue: № 5, 2025
Doi: https://doi.org/10.37634/efp.2025.5.20
This paper explores the integration of consumer preferences into the development of marketing strategies for dairy industry enterprises in Ukraine. The research is grounded in the current challenges and transformations observed within the national dairy market, including a decline in production volumes and consumption levels. As of 2025, per capita consumption of dairy products in Ukraine stands at approximately 196 kg per year, which is significantly lower than the recommended 380 kg. Despite this, the study reveals a steady demand for key dairy categories such as milk, cheese, yogurt, and butter. A sociological survey involving 200 respondents was conducted to assess consumer habits, product preferences, purchase frequency, satisfaction levels, and brand awareness. The findings indicate that the majority of consumers purchase dairy products from supermarkets (76%) and demonstrate high awareness of traditional brands such as Yagotynske, Halychyna, and Molokia. Additionally, 90.5% of respondents believe dairy products are beneficial to health, underscoring the importance of this product category in daily nutrition. The Kano model was used to classify and prioritize product attributes according to consumer expectations. Key criteria identified include product naturalness, price accessibility, absence of artificial additives, and eco-friendly packaging. The study also assessed the effectiveness of brand communications, revealing a gap between brand recognition and advertising recall, which highlights the need for more targeted and engaging marketing strategies. The research confirms that integrating consumer expectations is crucial for the competitiveness and sustainable development of dairy enterprises. It provides a practical basis for creating adaptive, personalized, and socially responsible marketing strategies aimed at strengthening brand positions and responding to evolving market trends.
Keywords : dairy market, CSI methodology, consumer satisfaction, Kano model
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