Consumer behaviour as a criterion of regional social programs’ efficiency

In the modern Russia, the regional social projects solve a number of tasks of the health care of population. By case study of the regional model of iodine deficiency prevention, the article considers the features of consumer behaviour of different population groups in the context of assessment of the implemented system of prevention. The results of the sociological research (questionnaire of students n = 623, parents of school students n = 677; cluster sampling, probability sampling) show that the target figures have not been achieved (insufficient use of iodized salt by the population) and there is a need to improve the effectiveness of prevention programs.