Competitiveness of cooked sausage brands in the market of the city of Chelyabinsk

The article assesses the level of cooked sausage competitiveness by a group of methods: the ratio of quality and price, competitiveness polygon method, classification according to the Boston Consulting Matrix, and the method of a comprehensive assessment of the cooked sausage competitiveness based on a study of consumer demand. Empirical material was collected on the assessment of the level of competitiveness of cooked sausage brands, both in the opinion of professional experts in terms of quality and price criteria, and in the group vision of experts using the polygon method of competitiveness. In addition, taking into account the opinions of direct consumer, an analysis of the sausage competitiveness was carried out. The combined application of several self-sufficient methods for assessing the competitiveness of cooked sausages provided objective analytical results. The authors present the integrated results of the ranking of the considered brands of cooked sausages according to the consumer quality indicators, including the comparison with the price. Some data were obtained from the Boston Consulting Matrix, as well as from the calculation of the integrated competitiveness indicator.In conclusion, practical recommendations for end consumers on optimizing the purchase of Doktorskaya sausage in terms of price and quality criteria are formulated. The authors suggests measures to improve the level of competitiveness for manufacturing companies.

cooked sausage quality and price, polygon of cooked sausage competitiveness, integrated indicator of sausage competitiveness