Study of consumer preferences for milk sold in Kazan and other cities of the Russian Federation

The article is devoted to the study of consumer preferences in the choice of milk of residents of the city of Kazan and other cities of the Russian Federation, as well as the degree of awareness of respondents in the issue of falsification of drinking milk and their attitude towards it. An online survey conducted on the googleform platform showed that for most consumers, packaging is not a decisive factor when choosing drinking milk; more popular among consumers is milk with a mass fraction of fat of 2,5 and 3,2 %. Significant when choosing drinking milk is the good quality of the product and the availability of information about it. Studies have shown that most of the respondents are aware of the existence of falsification and are ready to refuse or are thinking about abandoning a particular trademark.