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Abstract:Clarifying the differences between the categories of subjective and objective utilities is relevant in planning food quality. The principal difference between subjective and objective utility lies in their content. So, the objective utility serves for human well-being and the subjective utility is significant for the consumer. Subjective utility is related to the system of consumer values: functional, cognitive, relative. The article presents the results of marketing researches on the implementation of the value system in selection of foodstuff. We also show the integration of requirements of normative documents and the value system of consumers in selection of food products. We describe the reasons for the lack of interest in the content on food labels.
Keywords:food products, need, quality, value
JEL-Classification: D11, D46, Q13
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