Assessment of competitiveness of product: methodological aspect

• Isaev A.A.

  Vladivostok State University of Economics and Service
  Vladivostok. Russia

The absence of a single interpretation of the notion of “ competitiveness of product “ is stated, as well as a unified approach to assessing the competitiveness of product. The author’s interpretation of the competitiveness of product as a product’s ability to demonstrate the best ratio of consumer value and price in comparison with competitor products is offered. The main provisions of the emotional theory of sales formed by the author are set forth: a person commits certain actions (in particular, he chooses one or another product) only if they lead to the satisfaction of certain needs (in the long-term or short-term perspective); an integral indicator of the degree of satisfaction of a set of needs are emotions (positive or negative); the buyer chooses the product that causes him stronger positive emotions in comparison with the competitors; caused by different characteristics of the goods, homogeneous emotions (positive or negative) are combined into one stronger emotion (bioinformation signal); opposing emotions neutralize each other. The content of the concepts “consumer use of product”, “consumer appeal of product” is disclosed. An original approach to assessing the competitiveness of product based on the emotional theory of sales was developed. The influence of the company’s image on the competitiveness of product is theoretically proved.

Keywords: competitiveness of product, assessment of competitiveness of product, emotional sales theory.