Т. В. Бирюкова In the current landscape of evolving globalization, the food market is undeniably developing in response to shifting consumer needs regarding finished product selection. Consumers, influenced by various factors, are transforming the key criteria they use to choose products, which, in turn, impacts supply dynamics. Currently, the market for mutton and its processed products is undergoing development. This situation necessitates that market participants conduct detailed analyses of the primary criteria influencing consumer product choice and seek innovative solutions to enhance producer competitiveness. The aim of this study is to evaluate the significant criteria driving consumer choices for mutton and its processed products, considering the evolving influence of product quality. To achieve this aim, the following objectives were identified: to assess key trends in the development of the mutton market in the Russian Federation; to determine the main factors influencing consumer choice of mutton, taking into account the transformation of consumer preferences and the perceived value of the product; to evaluate the main criteria for developing a marketing relationship model with consumers in the context of mutton and its processed product purchase decisions. The study revealed that Russian mutton production is in the process of developing industrialization and vertical integration, which is expected to increase domestic production of this meat. The assessment of consumer preferences was conducted using a survey method in several Russian cities. This research enabled the evaluation of the significance of factors such as quality, which translates into various choice criteria assessed at each purchase, and “trust” factors, determined by consumers based on their experience and information from external sources. The study demonstrated the importance of developing a model of marketing relations with consumers that focuses on shaping perceived product value based on key production characteristics. The practical significance of this study lies in the potential application of the findings to form the development of marketing strategies for businesses operating in this market in order to enhance their competitiveness.
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