Information Technology for Choosing the Trademark Considering the Attitude of Consumer (short paper)

The study of the attitude of the consumer to products is an important criterion for the enterprise because timely and properly conducted analysis allows to optimize the costs of the enterprise and to make informed marketing decisions on pricing. In this paper, the structure of information technology for choosing the trademark considering the attitude of consumer, a model of the process of choosing the trademark considering the attitude of consumer based on the multi-factor model of Fishbein, the method of choosing the trademark considering the attitude of the consumer have been developed. The developed in this paper model and method differ from the known models and methods by consideration of the attitudes of consumer towards trademarks and provide an opportunity to take into account the influence of the main attributes by which consumers evaluate trademarks. During the experiment, an analysis of the functioning of the developed model and method on the example of choosing a trademark of acoustic guitar, taking into account the attitude of the consumer, was conducted. In the process of such analysis, the attitude of the consumers to the acoustic guitars trademarks (Takamine, Fender, Yamaha, Gibson, Ibanez, Taylor, Martin) was calculated on the basis of the developed model and the method of choosing the trademark considering the attitude of the consumer. In order to complete the development of information technology, it is necessary to develop a tool (for example, a web service) for choosing the trademark considering the attitude of the consumer. Further studies of the authors will be addressed the development of such a tool (as a web service).