Competitiveness of commercial brands of sour cream in the Perm Krai market

The article presents the results of ranking the competitiveness of sour cream brands in the Perm Krai market. The level of competitiveness was determined. Group of the following methods were sued: methods for calculating the ratio of quality and price of sour cream, the method of integrated assessment of the sour cream competitiveness based on the study of consumer demand, the economic method. The assessment of the levels of competitiveness of federal, interregional and regional brands represented on the regional market of the Kama region was obtained. The following points of view were taken into account: an expert point of view, the consumers' point of view, as well as objective data on the ranking of the competitiveness of sour cream brands in terms of their turnover. An expert point of view is an ideal picture of consumption, i.e. how market shares should be distributed based on the price and quality characteristics of sour cream. The consumers' point of view is a subjective assessment that is important when developing a competitive strategy within focus groups.As a result, the application of different methods objectively turned out quite heterogeneous results. The ranking of the studied brands of sour cream is obtained both simply by quality and its ratio to the selling price. An integrated cross-section of the competitiveness of these brands of sour cream according to consumers is obtained. At the same time, the analysis of the actual turnover showed that one of the outsider brands of the previous ranking is in fact one of the sales leaders. In conclusion, practical recommendations for optimizing the purchase of sour cream and recommended measures to improve the competitive strategy for the beneficiaries of the considered sour cream brands are formulated.

sour cream quality and price, sour cream competitiveness integrated indicator, economic method for assessing the sour cream competitiveness