DOI: 10.33917/mic-3.98.2021.22-31

The problem of analyzing consumer ideals in the image-forming space with an emphasis on the correctness of the application of methods and the interpretation of the results is considered. Approaches and methods of constructing images of ideal products/ brands/ firms in the perception of representatives of the target group are presented. The issues of product/ brand/ company promotion based on the analysis of consumer ideals are discussed. Examples of solving practical problems of constructing ideal images of goods/ brands/ firms in the space of preferences, analyzing the configuration of ideal images, their formation and differentiation in relation to the creation of a strategy and the development of promotion details are given using the proposed approach.

This article is a continuation of the author’s research presented in No 2 (97) of the journal for 2021.

DOI: 10.33917/mic-2.97.2021.19-31

The problem of analyzing consumer ideals in the image-forming space with an emphasis on the correctness of the application of methods and the interpretation of the results is considered. The problem definition and the features of using the methods of its solution are discussed. The approaches and methods of identifying image-forming factors that determine market processes and constructing a market structure in which market objects are displayed in the optimal form for solving the task are analyzed. The concept of product/ brand/ company promotion based on the analysis of consumer ideals is presented.