THE STUDY OF CONSUMER ATTITUDES AS A BASIS FOR FORMULATING MARKETING STRATEGIES OF THE PRODUCTION COMPANY

Almir Krkušić

doi:10.5937/

Authors

Almir Krkušić FN Dallas DOO Author

DOI:

https://doi.org/10.5937/

Keywords:

attitudes, consumers, market research, marketing orientation, behavior, image, decision making

Abstract

Consumer attitudes research makes one of the crucial parts of the activities related to the marketing research process. Attitudes are very important determiner of the consumer behavior, thus by examining die consumer attitudes we are able to create high-quality informational grounds for the formulation and implementation of marketing strategies, as well as making various business decisions. Considering the fact that the companies which follow the principles and laws of the marketing orientation see tiheir customers as both the starting and the final point of ali their marketing activities, the research of customer attitudes can offer useful information related to needs and wishes of the target market, which moderates or even eliminates risk of making bad business decisions.

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