Assessment of competitiveness of table wine brands on the Perm market

The article solves the problem of a comprehensive assessment of the competitiveness of brands in the budget segment of table red semi-sweet wines in the Perm consumer market. A comprehensive analysis was carried out. THe author applied several methods: the correlation of quality and price criteria for expert assessment of wines, the expert method “Porter’s Five Forces” and a comprehensive method of integrated assessment of table wine brands based on empirical data obtained as a result of primary marketing research of consumer demand. As a result, quantitative rankings of levels of competitiveness of brands of table red semi-sweet wines were obtained from the point of view of experts on qualitative indicators, the index of the ratio of quality and prices. Also, as a result of the generalized collective expert assessment based on the assessment methodology "Porter's Five Forces", a vision of the market situation was obtained. The application of a complex of three heterogeneous methods resulted in obtaining objective, mutually confirming generalized results for all three methods. It is concluded that the highest quality product, despite its high price, has a higher quality/price ratio index. The integrated competitiveness indicator showed that buyers are willing to pay more for quality and vice versa. Conclusions and practical recommendations of interest to both direct purchasers and producers of table wines are formulated.

table wine quality and price, Porter's Five Forces method for wine brands, integrated indicator of the table wine competitiveness