Similarity to the extent of confusion: a sociological analysis of the influence of the price factor

The study is focused on assessing the extent to which the appearance of similarity to the extent of confusion between trademarks in the minds of consumers influenced by the price of products marked with these designations. The article presents the results of a sociological experiment that has a dual purpose, which is to offer a methodology for this type of research and to provide an empirical basis for making managerial decisions considering Russian specifics. The hypothesis of the study is that products of different price categories are characterized by different levels of trademarks confusion that can be explained, for instance, by greater attention of consumers when choosing a product from a high price category. The results of the experiment suggest that the hypothesis was not confirmed, and this is expressed in the absence of a significant influence of the price factor on the level of trademarks confusion. The practical significance of the data obtained for resolving commercial disputes is to overcome the commonly used assumption about the influence of price on trademarks confusion. Moreover, the limitations in interpreting the results are associated with the situational character of the price factor. In this study, the price is understood considering the segment of trademarks origin, and in the case of real consumer choice the price factor may have some significance that may become the subject of subsequent research in this area.