|PROBLEMS OF MODERN ECONOMICS, N 3 (75), 2020|
|PROBLEMS OF MARKETING. LOGISTICS|
|Smirnova T. A.|
Chair of socio-economic development, Siberian Federal University (Krasnoyarsk), assistant professor, PhD (Economics)
Chepeleva K. V.
Assistant Professor, Chair of Logistics and Marketing in Agro-Industrial Complex, Krasnoyarsk State Agrarian University, PhD (Economics)
Kolomeitsev A. V.
Head of the Management of Scholarship and Innovations, Krasnoyarsk State Agrarian University, PhD (Biology)
|The article focuses on specific features of the market for oil-and-fat products with particular attention to probably the most promising product, that of rapeseed oil. The authors distinguish the major consumer groups for this product, as well as specificities of marketing communication in each of them. Thorough description of generation Y, the largest group of rapeseed oil consumers, including the best marketing technologies fit for this group, will help Russian producers construct effective and informed promotion system of this product.|
|Key words: consumer demand, oil-and-fat products, rapeseed oil, plant oils, marketing communications, target audience, consumer market, generation, age groups|
| Pages: 118 - 122|