| Abstract [eng] |
The results of the theoretic and empiric research showed that customer’s attitude changed mostly by these factors: products characteristics, communicational complex characteristics, consumer characteristics and external environment. The empiric research was organized in meat products field, and have showed that consumers prefers high quality, good taste and natural products. Indeed, good quality – price ratio is also very important, in fact all these attributes are more important to customers than price factor. Influencing attitude change the main role takes personal experience and advices given by friends and family members. In conclusion, the customers’ attitude change is becoming an important object of the marketing research. Investigating customers’ attitude leads to the prognoses of their behavior, because both these variables are related. The object of the paper is the factors which influence the customer’s attitude change. Paper tasks are: 1. To reveal the conceptual nature of the attitude; 2. To analyze and compare the models of consumer attitude change, which are presented in scientific literature. 3. To identify and summarize the factors that influence customers’ attitude change. 4. To create a theoretical model of customers’ attitude change. 5. With reference to methodological approaches, accomplish an empirical research of customers’ attitude change and summarize the results; 6. To verify the created model of customers’ attitude change empirically. The final work for Master consists of three parts. In the first part, the conceptual nature of the attitude is revealed, analyzed different scientists opinions. In the second part the theoretical model was created and the last part consists of analysis of results of empirical research and testing the theoretical model. The final work for Master consists of 75 pages, 9 tables, 26 images and 5 annexes. |
