Research of price preferences of organic honey consumers in the region
Dominant characteristic of the 21st century agri-food market was the growth of supply and demand for organic products in the global trading system, which is confirmed by appropriate labeling and quality certificates. The corresponding trends were due to the formation of organic markets in the leading countries of the world, an increase in the level of consumer awareness about the future health of their families; the mismatch offood quality with consumer expectations and conflicts around food at the official level, etc. In the context of dynamization of global competitive environment, there is every reason to argue that organic products will become priorities in the structure of human nutrition. Chemical and biological composition of organic honey makes it not only excellently nutritious, but also an important pharmacological object with immunobiological and antimicrobial properties. The methodological basis of our study was the method of questionnaire assessments in identifying the price preferences of consumers of organic honey. The aim of the study is to identify price preferences of consumers of organic honey in the Republic of Crimea. Organic honey is included in the diet in a large proportion of those surveyed, of which mainly consumers having children. A large number of respondents purchase organic honey in specialized places on agricultural market and are willing to overpay for it 1.5 times. A significant part of respondents acquire organic honey less often than once a month and prefer their floral appearance. The most expensive organic honey presented in the Republic of Crimea is honey of the Madhava trademark. The best price in the region for organic honey is 850 rubles for 0.5 liters.