Zverovshchikov Aleksandr Evgen'evich, Doctor of engineering sciences, associate professor, head of sub-department of machine-building technology, Penza State University (40 Krasnaya street, Penza, Russia), firstname.lastname@example.org
Al'bekov Irek Rashidovich, Student, Penza State University (40 Krasnaya street, Penza, Russia), email@example.com
Nekrylova Nina Valer'evna, Candidate of economic sciences, associate professor, sub-department of economics and finances, Penza State University (40 Krasnaya street, Penza, Russia), firstname.lastname@example.org
Bizhanova Evgeniya Mikhaylovna, Candidate of economic sciences, associate professor, sub-department of marketing, commerce and services, Penza State University (40 Krasnaya street, Penza, Russia), email@example.com
Background. At the present time, the domestic market of musical instruments is growing, saturated, highly competitive, rigidly segmented and import-oriented. Restriction to the development of such a market remains the monopolistic nature of competition against the background of price elasticity. The increase in prices for musical instruments by sellers leads to a proportional drop in customer loyalty and sales volumes. Therefore, it is important to understand what pricing factors are determining when choosing a musical instrument. Most sellers and buyers are brand-oriented, and the price is overloaded with a component that is not related to
the quality of the tool. The degree of objectivity of the connection between the pricing factors of the quality of musical instruments and the opinion of their potential buyers has been little studied.
Materials and methods. In this study, to assess consumers’ awareness of the factors that affect the quality of a musical instrument, we used the method of data collection by interviewing respondents belonging to different target audiences and having
different musical instrument skills, followed by an a priori ranking of factors based on the information received.
Results. The results of the economic and statistical processing of the survey of various groups of consumers were obtained, which made it possible to evaluate the weight of constructive and technological parameters in the perceptions of potential buyers about the quality level of a musical instrument. Significant differences in the evaluation of the significance of the design parameters of the instrument and the technological factors of production of different target audiences of buyers who make the decision to choose a musical instrument.
Conclusions. The ways of correction of economic behavior of market subjects (producers, sellers and buyers) are suggested taking into account the identified priority of the price-determining quality factors for each target segment of the market of musical instruments. Following these recommendations in the selling practices of producers and sellers will facilitate the optimal choice of the instrument by the buyer in terms of price-quality ratio without excessive overpayment for the brand.
musical instrument, technological factors, pricing factors, a priori ranking, demand
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