THE ROLE OF CONSUMER ASSESSMENT IN THE ANALYSIS OF THE COMPLEX TECHNICAL PRODUCTS’ COMPETITIVENESS

Aim. The article is devoted to the analysis of the influence of consumer assessment on the overall competitiveness of a company that produces complex technical and innovative products and to the product quality management during its movement through all stages of the life cycle based on the calculation of the consumer value norm

Methodology. The study considers the theoretical, methodological and practical aspects of defining the hierarchy of factors affecting the companies’ competitiveness and the mechanism of formation of the Consumer Value Norm (CVN) with the help of consumer assessment.

Results. The matrix of pairwise comparison of factors affecting the company competitiveness based on an expert assessments scale has been compiled. The article shows the unequal importance of various factors for consumers of complex technical products. The role of CVN and consumer evaluation as fundamental categories of brand marketing is also investigated in the research.

Research implications. The survey demonstrates the degree of influence of various factors on the complex technical products competitiveness. There is shown the expediency of using consumer evaluation in the analysis of the company’s competitiveness. Using the example of calculating the priority vector for the Russian automotive market, it is concluded that the quality of the goods produced by the company has the greatest impact on the level of competitiveness of the company, which is managed by the calculation and tracking of the consumer value norm at all stages of the product life cycle.

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