Abstract
This study examines consumer preferences for natural honey in the West Kazakhstan region of the Republic of Kazakhstan, a key region with developed agriculture and beekeeping. The aim of the study was to identify the factors determining consumer choice, their attitudes toward different honey varieties, purchase channels, and additional bee products.A 15-question survey was used to collect data. The questionnaire was presented in both printed and online versions, ensuring coverage of different population groups. Ninety respondents aged 18 to 65 participated in the study. Data was collected at markets, fairs, specialty stores, and through online surveys. The results were processed using descriptive statistics and visualized in diagrams.The analysis revealed that flower honey is the most popular variety(67%), followed by linden honey (23.9%), while rarer varieties such as acacia (4.5%) and phacelia (1.1%) are in low demand. The main selection criteria are taste (73.9%) and appearance/consistency (44.3%), while price (20.5%), variety (18.2%), and brand (17%) play a secondary role. Respondents cited disease prevention as the primary purpose of purchase (73.6%), reflecting the perception of honey as a functional product.Most buyers prefer to purchase honey at markets and from beekeepers (54.5%), indicatinga high level of trust in direct producers. Consumers consider high quality to be the main competitive advantage (81.8%). However, the main barriers are related to mistrust of quality (57.5%) and the risk of counterfeiting (54%).Thus, the study confirms that consumer demand for honey in Kazakhstan is driven primarily by traditional varieties, organoleptic properties, and the product's therapeutic and prophylactic value. The data obtained can be used to develop strategies for promoting domestic honey, increasing market transparency, and building trust in beekeeping products.