Digitalization of Consumers’ Behavior Model in the Dairy Market

In the quickly changing digital economics, a producer have an opportunity to expend sales if he knows consumer attitudes in the online marketing. In spite of the elastic demand on milk products, a produce may get low benefits to compare with a conventional market. The reasons are different approaches to price formation, ignorance of consumer behavior, overload of information in the Internet. Do not to lose your consumer a company have to develop a digital brand strategy. The aim of this study is to devise a consumer behavior model in the milk market using digitalization tools. We use survey of consumers of milk products in Ukraine to describe consumer model. We interviewed 450 potential consumers who live in Ukraine and buy milk product of domestic Ukrainian brands. The questionnaire has 23 answers in communicative, general, research, and final types. We evaluated a brand strength of seven national companies in Ukraine with a help of Fichbein’s model. The results show that most respondents pay attention to taste qualities (95%) and product naturalness (85%). The most popular places to buy dairy products are supermarkets (39%), farm markets (28%), and grocery stores (19%). Respondents (49%) assume products variety as wide, 31% of respondents notice that variety is insufficiently broad, and 16% of respondents consider the variety narrow. The brand should be historically well-known existing in the market for 25% of respondents. About 25% of respondents pay attention mainly to the constant availability of a milk brand on a store shelf. We concluded that the leading brands in the dairy market should defend their positions, focus their activities on strengthening their competitive advantages and consumer loyalty.