Abstract: Object of research are the revealed and created needs of the population of regions of the Russian Federation for food products. The economic relations arising in the course of consumption by the population of food products act as an object of a research. The purpose of this work consists in optimization of widely known marketing approach to a research of needs of buyers. The author performed the theoretical overview of approaches to studying of consumer potential as element of the investment climate of the region. Special attention in article is paid to assessment of results of the carried-out questioning and its optimization for the purpose of elimination of the revealed shortcomings. Statistical materials of Rosstat, and also results of the conducted questionnaire formed information base of accomplishment of a research. Marketing approach to identification of the factors creating needs of buyers is the basis for methodology of a research. On the basis of comparative, statistical and settlement methods by the author of article the model of enhancement of marketing approach to detection of consumer preferences in the regional food market is developed. Scientific novelty of the received results consists in development of methodical approaches to a research of system of consumer preferences and assessment of degree of satisfaction of consumers with the goods offered in the market for the purpose of increase in the consumer demand. The practical importance of the results received during writing of article consists that they can form a theoretical and methodical basis for carrying out researches in the field of studying of needs of buyers and optimization of system of assessment of consumer preferences.