MAIN ASPECTS OF RESEARCH OF MARKETING POTENTIAL OF THE MILK MARKET OF THE EAST KAZAKHSTAN REGION

The current situation in the milk market is characterized by the continuous increasing pressure of globalization, increased competition, the introduction of a wide variety and assortment of product offers, the increasing influence of the media, the rapid development of new technologies, and support for the free exchange of information and knowledge. The consumption of milk products in Kazakhstan is very low compared to the countries of the European Union and the world, which leads to a negative impact on business in this sector. Therefore, it is important to study the factors that encourage and influence consumers to buy milk products in order to increase their consumption, as well as to study the factors that prevent consumers from buying and consuming mail products, and if possible eliminate them. The purpose of this work is to analyze the influence of individual psychological and personal factors on the consumption and purchase of milk. We check and identify relationships that can be practically used as segmentation criteria by marketing managers when developing a marketing strategy. The survey was conducted on the territory of the East Kazakhstan region using a structured questionnaire. Data collection methods included direct interview, online survey using Survio software, informal discussion, and review of saved records.

milk market, marketing potential, consumer preferences, demand factors, competition, product offers, assortment, сүт нарығы, маркетингтік әлеует, тұтынушылардың қалауы, сұраныс факторлары, бәсекелестік, тауар ұсынысы, ассортимент, рынок молока, маркетинговый потенциал, потребительские предпочтения, факторы спроса, конкуренция, товарные предложения, ассортимент

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