Shaping of Demand for Cheese on Domestic Market of Ukraine

One of the determinative factors in state regulation of the milk product market is practical implementation of scientific principles of the actual consumer demand evaluation. The purpose of the article is substantiation of the methods for evaluation of demand for cheese products in view of the essential impact factors. On the basis of summarization of the demand shaping theoretical principles, the discrepancy is shown between the needs of consumers and their demand, and the difference is grounded between macrodemand and microdemand. Subjected to analysis is dynamics of sales of rennet, melted and lactic cheese for regions of Ukraine separately. It is grounded that of scientific and practical importance is the quantitative evaluation of interrelation between incomes and demands of consumers which is made on the basis of elasticity index determination. Using statistical data the elasticity of realized demand for various cheese types is determined from incomes for regions of Ukraine separately. It is shown that the actual cheese demand shaping mechanism is based upon impact factors of external marketing medium. Among these factors the main are economic which reveal themselves in the growth rate of the gross national product, level of cash incomes of consumers and ratio of retail prices for consumer goods.