THE CONSUMER BEHAVIOR AND THE FORMATION OF VALUE IN THE RUSSIAN MARKET OF WINE PRODUCTS

Abstract

The purpose of this article is to analyze consumer behavior and the formation of value proposition in the market of wine products. The analysis of sales of wine products, as well as the analysis of preferences in the choice of alcoholic beverages in Russia has been carried out. The analysis was based on a survey of 372 Russian consumers of wine products, as well as 47 wine companies from six Russian regions. The survey showed that the most valuable characteristics for wine producers and consumers are the following: taste and price, price-quality ratio, aesthetics (design and packaging), composition, brand, possibility to taste and country of production. At the same time, it is possible to distinguish a number of different features between the value for consumers and the formation of the value proposition wine companies and consumers distinguish. The results of this study were the conclusions that wine producers should consider in the formation of the value proposition: the appearance of packaging, product disclosure, discounts and promotions.