UDC 339.1

Khan R.S.¹ (Rostov-on-Don, Russian Federation) – primery@rambler.ru; Surkov V.V.¹ (Rostov-on-Don, Russian Federation) – vvsurkov@list.ru

¹Don State Technical University

Abstract. Introduction.The gradual rejection of the positivist approach in explaining consumer behavior in favor of a postmodern one, along with expanding consumer practices and, in general, the complication of the marketing environment, increases the demand for research in this area, in particular on the role of price as one of the key factors in the consumer’s assessment of the value of a product. Purpose.  Identification of the degree and nature of the influence of the price level on consumer perception of wine products. Materials and methods.The study used methods of mathematical statistics, in particular, correlation-regression analysis, as well as the method of informative-target analysis.Statistical analysis was carried out on price data and wine quality scores given by an expert jury and consumers from a sample of 800 wines.Results.The correlation-regression analysis of prices and expert and consumer assessments of the quality of Russian wines showed, on the one hand, a certain influence of the price level on the perception of consumer characteristics of wine by consumers, and on the other hand, the almost complete absence of the relationship between these two parameters in the conditions of the modern Russian wine market. Discussion and Conclusion.It is concluded that a characteristic feature of the marketing behavior of the participants of the Russian wine market is the overestimation of their own product by the domestic wine producer, as well as its underestimation by the Russian consumer.This is clearly indicated by the results of our correlation-regression analysis of expert and consumer markets.The obtained values of the correlation coefficients are extremely small, and in some cases are even negative. In the conditions of the modern Russian wine market, there is no relationship between the prices of Russian wines and their quality assessments, both by experts and consumers.Thus, the price, which is traditionally one of the most important indicators of product quality for the consumer, does not correctly perform this function in relation to Russian wines.

Keywords: consumer value, wine brands, price, consumer choice factors.

References:

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For citation: Khan, R. S., & Surkov, V. V. (2026). Price as a factor in perceived consumer value of wine brands. CITISE, 3, 331-340.(In Russian).