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Consumer Emotional Evaluation of Russian Red Merlot Wine Market

Наименование публикации:Consumer Emotional Evaluation of Russian Red Merlot Wine MarketАвторы:Киселев В. М. 
T.F. Kiseleva, V.A. Terentyev
Тематическая область:Внешняя торговля
Вид публикации:Статья в сборнике
Электронная публикация:ДаЯзык издания:АнглийскийГод издания:2016Страна издания: Болгария Наименование журнала или сборника:Commodity Science in a Changing World. Proceedings. 20th IGWT Symposium. Scientific Work,Номер журнала (с указанием года):2016Наименование издательства:Sciense and Economics. University of Economics. Varna, BulgariaКод ISSN или ISBN:978-954-21-0904-4Количество страниц:6Количество печатных листов:0,5Тираж, экз:200Индексация:Google ScholarБиблиографическая ссылка:Kiselev, V.M. Consumer Emotional Evaluation of Russian Red Merlot Wine Market/ V.M. Kiselev, T.F. Kiseleva, V.A. Terentyev// Commodity Science in a Changing World. Proceedings. 20th IGWT Symposium. Scientific Work, 2016.- P. 275-280 Аннотация (реферат):

​​​Russian emerging wine market grows extremely fast and become more and more interesting for foreign companies. In 2014 offer on Russian wine market constituted 75.1 million USD in volume, lower for 6% against 2013. Decline was observed both in segment of domestic wine (-5%) and imported wines (-7%). Reduction of offer was driven by growth of retail prices due to increased excise tax; another reason was decline of disposable incomes of consumers. But share of domestic products on Russian wine market constituted 43% in volume; respectively share of imported wines was 57%. Moreover domestic production of wine in Russia went down to 32.1 million USD last year which was for 5% less than a year before. In 2010–2014 volume of domestic production of wine was declining by 8% annually on the average.

This article covers the study of the consumer emotional evaluation of Russian red Merlot wine market offers based on economical indicators and calculated correlation between the retail price of wines and their attractiveness for buyers, calculated on the number of bottles (or other packages). As a result of this research the authors realized that a systematic analysis of the structure of wines trade offers in supermarkets reveals its inconsistency for consumer expectations: buyers react to the range and the retail prices of wines indifferent, they don't expect positive emotions from their purchases and choose the wine without emotional intention in the process. These problems require a rational resolution in order to increase the level of customer satisfaction and efficiency of participating trade channels (chain "production-supply-realization"), reflected in the growth of turnover.​

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