Marketing Research of Consumer Preferences in the Low-Alcohol Beverage Market of the Donetsk People's Republic

Abstract

The article examines a marketing study of consumer preferences in the low-alcohol beverage market of the Donetsk People's Republic, which is aimed at identifying factors influencing consumer choice in this category of goods. In the context of growing competition and changing consumer trends, it is extremely important to understand the motivation and preferences of the target audience. Among the main factors influencing the choice of low-alcohol beverages are taste, brand, packaging, price and marketing communications. The results of the study can form the basis for strategic planning and development of effective marketing campaigns aimed at meeting the needs of a modern audience and optimizing the product range.