voprecotestВопросы экономикиVoprosy Ekonomiki0042-8736Voprosy Ekonomiki, NP10.32609/0042-8736-2016-5-127-150voprecotest-201Research ArticleЭКОНОМИКА ТРУДА И СОЦИАЛЬНОЙ СФЕРЫLABOR AND SOCIAL ECONOMICSСоциальная архитектоника рыночной цены: основы восприятия цен потребителями (случай Москвы)Social architectonics of the market price: Basic principles behind the perception of prices by Russian consumers (The case of Moscow)БердышеваЕ. С.BerdyshevaE.

к.  с.  н., старший научный сотрудник Лаборатории экономико-социологических исследований (ЛЭСИ) НИУ ВШЭ (Москва)

eberdysheva@hse.ruРомановаР. И.RomanovaR.

стажерисследователь ЛЭСИ НИУ ВШЭ (Москва)

noemail@neicon.ruНИУ ВШЭРоссияNational Research University Higher School of EconomicsRussian Federation20162005201605127150Copyright © Voprosy Ekonomiki, NP, 20162016Voprosy Ekonomiki, NPVoprosy Ekonomiki, NPhttps://www.vopreco.ru/jour/about/submissions#copyrightNoticehttps://www.vopreco.ru/jour/article/view/201

В статье проводится декомпозиция восприятия рыночной цены российскими потребителями. На данных глубинных интервью с экономически активными жителями Москвы продемонстрировано, что цены интерпретируются в четырех основных смыслах: «не быть обманутым», «на цены смотрит не бедный, а умный», «по таким ценам покупают люди моего круга» и «не любой товар стоит покупать без оглядки на цену». Обосновывается гипотеза о том, что российские потребители все активнее овладевают «грамматикой» рыночной цены. Рачительность в отношении цен и трат обретает собственное место в ряду культурных ценностей в России, вытесняя бытовавшее ранее представление о расточительстве как критерии социального успеха.

This article decomposes the perception of prices by Russian consumers. The data of in-depth interviews with economically active residents of Moscow demonstrates that the interpretation of price can be thematized according to four main areas: "not to be deceived," "it is not a poor person who checks prices, but a smart one," "people ‘like me’ buy at those prices," and "not every product can be bought without regard to the price." The study shows that Russian consumers are more and more artfully mastering the grammar of the market price. Prudence in relation to prices and expenses is obtaining its own place among the cultural values in Russia where the ability to prodigious waste as an indicator of social success had been prevailing.

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The authors declare that there are no conflicts of interest present.