STUDY ON MARKET CHARACTERISTICS OF THE BREAD MADE OF RYE AND WHEAT FLOUR MIXTURE

Authors

  • Igor V. Surkov Kemerovo Institute of Food Science and Technology (University), Kemerovo
  • Yury V. Beznosov Kemerovo Institute of Food Science and Technology (University), Kemerovo
  • Evgenia O. Yermolaeva Kemerovo Institute of Food Science and Technology (University)
  • Valery M. Poznyakovsky South Ural State University (Chelyabinsk)

Keywords:

bread made of rye and wheat flour mixture, consumer preferences, marketing researches

Abstract

Market characteristics, including assortment of bread made of rye and wheat flour mixture are defined. The analysis of the assortment choice by the example of Kemerovo city is carried out. The assortment of the bread under study is presented. Key producers (Private company with limited liability Kuzbaskhleb and Private company with limited liability Produkty) and the titles of producing goods (Borodinskiy, Bogatyrskiy, Prazhskiy, Semetchka, Izyuminka, Sibirskiy pikantnyi, Uritzkiy, along with Borodinskiy, Khleb delikatessnyi s koritsey, Borodino, Fitnes, Serpantin, Nordlander and Spel’tovyi correspondingly) are determined. As for the baking procedure, test bread assortment is mainly mold-baked. It is produced in a package with net mass equal from 300 grammes (29 %) up to 450 and 400 grammes (19 % each). All the experimental bread samples are realized in a packed form, mainly in polymeric types of package. The presence of natural leavents (52,4 %) in the bread is registered. Pricing policy of experimental products, including market average price which differs depending on net mass, is studied. The price for 100 grammes of each test sample is calculated. It is shown that according to the pricing policy, the most affordable for mass consumer bread made of rye and wheat flour mixture is Uzitzkiy bread. This bread is produced by Private company with limited liability Kuzbaskhleb, its price for 100 grammes is 3,21 rubles, that makes 22,5 rubles for 700 grammes. The bread price of individual producers is 2–3 times higher than the market average price. On the basis of pricing policy, the most affordable bread samples made of rye and wheat flour are presented. Obtained materials can be significant for conducting marketing policy of bakery products producers, and also they can provide consumers with objective information.

Author Biographies

Igor V. Surkov, Kemerovo Institute of Food Science and Technology (University), Kemerovo

Candidate of Economic Sciences, Associate Professor (Doctoral candidate) of Merchandizing and Quality Management department

Yury V. Beznosov, Kemerovo Institute of Food Science and Technology (University), Kemerovo

Candidate of Technical Sciences, Undergraduate of Merchandizing and Quality Management department

Evgenia O. Yermolaeva, Kemerovo Institute of Food Science and Technology (University)

Doctor of Engineering, Professor of Merchandizing and Quality Management departmen

Valery M. Poznyakovsky, South Ural State University (Chelyabinsk)

Doctor of Sciences (Biology), Professor of Food and Biotechnology Department, Higher Medical and Biological School;

Honored Worker of Science, Deputy General Director for science and innovation development of the “Gardens of Russia” Scientific Development and Production Center (Chelyabinsk)

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Published

2016-12-14

Issue

Vol. 4 No. 4 (2016)

Section

Review articles