Research of Consumers \' Attitude to the Product

Student: Khalikova Ekaterina

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Marketing (Master)

Year of Graduation: 2021

In modern conditions, the attitude of consumers to a brand plays one of the most important roles: buyers want to buy not only a high-quality product but also express themselves through the purchase of goods from a company that has a similar ideology and worldview. People stopped seeing brands as just companies. Brands are perceived as individuals with their history, principles and character. Consumers who resonate with the brand's views are some of the most loyal customers. They are willing to pay more, face difficulties and share the product with friends and acquaintances. And one of the companies that have been able to build a quality brand that consumers love is Apple. The relevance of my work lies in trying to understand why Apple has become one of the most successful and beloved brands by consumers.

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