THE FEATURES OF THE DAIRY MARKET IN THE REPUBLIC OF ARMENIA AND MARKETING DECISIONS / ՀՀ ԿԱԹՆԱՄԹԵՐՔԻ ՇՈՒԿԱՅԻՆ ԲՆՈՐՈՇ ԱՌԱՆՁՆԱՀԱՏԿՈՒԹՅՈՒՆՆԵՐԸ ԵՎ ՄԱՐՔԵԹԻՆԳԱՅԻՆ ՈՐՈՇՈՒՄՆԵՐԸ

Consumer behaviour and market development trends serve as a foundation for selecting appropriate marketing decisions and tools. This article explores the influence of consumer behaviour on marketing decisions in Armenia’s dairy market. Consumers primarily prefer natural, additive-free products, and their brand choices are determined by trust in the producer, family preferences, price and product accessibility. Supermarkets remain the main point of purchase for dairy products, though the role of online platforms is growing steadily. The main sources of information include promotional campaigns in supermarkets and social media. As a result, dairy producers in Armenia need to integrate both traditional and digital marketing approaches to effectively respond to market demands.