Development of the matrix of consumer preferences of social infrastructure services of the local level

The author presents an original matrix of consumer preferences of social services. By evaluating potential demand and existing offer on particular segments, the matrix allows to identify a set of criteria, in accordance with which a consumer or a group of consumers make a decision on the consumption of social sector services. Depending on the consumption type and production nature, the author distinguishes three types of social services: fast-moving, occasionally consumed and consumed irregularly, randomly.