Vertical Dissonance in Strategic Positioning of Premium Sausages

In the market for premium sausage products, the image of a product shaped by the producer does not always coincide with the way it is perceived by the buyer. To describe this gap, the article uses the concept of vertical dissonance. The study is based on a retail audit of 20 outlets in Moscow, the Moscow Region, and Saint Petersburg, a semantic analysis of 120 SKUs, and a CAWI survey (n = 450). The product and consumer levels were compared using the IVS index; statistical testing included regression analysis and ANOVA. The analysis showed that positioning is perceived more consistently at the product level than at the level of consumer perception. The largest gap was found in the “Warmth” and “Thoughtful Choice” segments; the sales channel also proved to be a significant factor. The results can be used by food industry enterprises, retail managers, and regional economic policy bodies.