Abstract

One of the main tasks of marketing research is to identify the capacity of food market. Market capacity, concerning its quantitative characteristics, demonstrates the capabilities of food market volume of sales. It is a common practice to distinguish between two levels of market capacity: potential and actual. The actual capacity of a market is the first level. Potential level is determined by personal and social needs, and it reflects an adequate volume of sales of goods. The capacity, which is really establishing in a market may not correspond to its potential capacity. Market capacity may be calculated in cash and in kind. Knowing the capacity of a market and its trend changes, it is possible to assess the prospects for the development of the food market. Different methods are used for the market capacity calculation, each of which is most suitable in the given context, this paper presents a comparative analysis of the choice of a calculation method of the food market, food market potential capacity of Kemerovo region is justified. The capacity of its food market in the period from 2001 to 2013 is calculated. The calculations take into account the demographic situation in the region and rational consumption norms of foods, recommended by the Ministry of Health and Social Development, what meets the modern requirements of a healthy diet. Conclusions on the data are formulated.

Keywords

Marketing research, real and potential market capacity, rational consumption norms (rates)

REFERENCES

1. Romanov, A.N., Korlyugov, Yu.Yu., Krasil´nikov, S.A., et al., Marketing (Marketing), Moscow: Banki i birzhi. UN-ITY, 1996. 560 p.
2. Mel´nik, V.M., and Egorova, S.E., Marketingovyj analiz (Marketing analysis), Moscow; Rid Grupp, 2001. 384 p.
3. Matantsev, A.N., Analiz rynka: nastol´naya kniga marketologa (Market Analysis: Handbook of a marketologist), Moscow: Publ."Alfa-Press", 2009. 552 p.
4. Golubkov, E.P., Osnovy marketinga (Principles of Marketing), Moscow, Publ. "Finpress", 2008, 704 p.
5. Moiseenko, I.V., and Noskova, E.V., Podkhody k opredeleniyu ponyatiya emkosti rynka (Approaches to the definition of market capacity), Marketing v Rossii i za rubezhom (Marketing in Russia and Abroad), 2010, no. 4, pp. 10-17.
6. Prikaz Ministerstva zdravoohranenija i social´nogo razvitija RF ot 2 avgusta 2010 g. № 593n "Ob utverzhdenii reko-mendacij po racional´nym normam potreblenija pishhevyh produktov, otvechajushhim sovremennym trebovanijam zdorovogo pitanija" (Order of the Ministry of Health and Social Development of the Russian Federation dated August 2, 2010, no. 593n "On approval of recommendations on rational norms of food consumption, which meets the latest requirements of healthy diet", Rossiyskaya Gazeta, 2010, no. 234.
7. Beljaevskij, I.K., Kulagina, G.D., Korotkov, A.V., et al., Statistika rynka tovarov i uslug (Statistics of market of goods and services), Moscow: Finansy i Statistika, 2003. 432 p.
8. Zotov, V.P., Grjaznova, N.L., and Zhidkova, E.A., Povyshenie jeffektivnosti funkcionirovanija osnovnyh form hoz-jajstvovanija v agrarnom sektore jekonomiki (na materialah Kemerovskoj oblasti) (Improving the efficiency of the main forms of economic activity in agricultural sector (on the materials of Kemerovo region)), Kemerovo: Ke-mIFST, 2014. 171 p.
9. Elbehri Aziz, Rebuilding. West Africa´s food potential: Polices and market incentives for smallholder - inclusive food value chains, Rome, 2013. Available at: http: //www.fao.org/docrep/018/i3222e/i3222e.pdf (accessed 7 February 2014).
10. The Potential for Urban Agriculture in New York City, Urban Design Lab. at the Earth Institute Columbia Univer-sity, 2012. Available at: http://www.urbandesignlab.columbia.edu/sitefiles/file/urban_agriculture_nyc.pdf (accessed 15 February 2014).
11. Brese, O.E., Mench, L.V., Opredelenie potenzial’noi emkosti prodovol´stvennogo rynka Kemerovskoj oblasti (Iden-tification of the potential capacity of the Kemerovo region food market), Tehnika i tehnologija pishhevyh produktov (Food Processing: Techniques and Technology), 2013, no.4, pp.132-137.
12. Assessing the local food supply capacity of Detroit, Michigan. Journal of Agriculture, Food Systems, and Commu-nity, 2010. Available at: http://www.agdevjournal.com/attachments/137_JAFSCD_Assessing_Food_Supply_Capacity_Detroit_Nov-2010.pdf (accepted 16 June 2010).
13. Eric S. Bendfeldt, Martha Walker, Travis Bunn, Lisa Martin, and Melanie Barrow, A Community-Based Food Sys-tem: Building Health, Wealth, Connection, and Capacity as the Foundation of Our Economic Future, Virginia Co-operative Extension, August 2, 2011. Available at: http://pubs.ext.vt.edu/3306/3306-9029/3306-9029.html (accessed 7 February 2014).