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THE IMPORTANCE OF VALUE IN CONSUMER DECISIONS - THE VALUE ANALYSIS OF TRADEMARK

机译：价值在消费者决策中的重要性-商标的价值分析

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Budapest Business School, a university in the capital in Hungary with a long history, has been using its own their Excellence Support program to assist in the work of our workshop at the Institutional Faculty of Marketing for several years now. The university is a proud bearer of the title University of Applied Sciences; a title which has also merited the Excellence Support assistance granted annually by the Hungarian Ministry of Human Resources. The aim of the Ministry is to use this support to enable Hungarian teachers to appear in local and international conferences, successfully defend doctoral theses and succeed in university workshops, all of which would contribute to the Hungarian economy in a meaningful way. Our faculty workshop has been conducting various successful researches for years. In 2015, we were granted the Excellence Support, which enabled us to conduct a grand-sampled, representative research regarding trademarks and their effect of consumer decisions. We used the results of the research and applied Value Analysis to set research objectives and make further analysis in various fields. This research is trying to examine how consumer decisions can be influenced by local and foreign companies through the value represented by their brands. We are also examining how the brands themselves influence the purchase of the goods. Even though business entities have different opinions about the values represented by brands from various countries, our researches indicate that brands indeed influence selling and purchasing decisions alike. On today's competitive market, companies will find it more and more difficult to convince consumers that their products provide appropriate quality and reliability. When satisfying consumer demand, a company should attempt to meet exactly the expected standards as this would not result in over-satisfied demand and extra costs on the manufacturer's side. The values and information inherent in a brand name assist in consumer decisions and may reduce insecurities during the purchase. Consumer preferences about the available trademarked products of a company - or even those of its competitors - all provide vital information to the company management. The internal value attributed to a brand by its consumers defines the product's current market position and development paths. The authors are examining what kind of value trademarked products represent in the eyes of the consumers, and how they may influence consumer decisions as well as how the revealed results can be applied in the corporate sphere.
机译：匈牙利首都布达佩斯的一所历史悠久的大学商学院，多年来一直在利用自己的卓越支持计划来协助我们在市场营销学院的讲习班的工作。该大学是应用科学大学的称号。该头衔也值得匈牙利人力资源部每年颁发的“卓越支持”援助。该部的目的是利用这种支持，使匈牙利教师能够参加本地和国际会议，成功捍卫博士论文并在大学研讨会上取得成功，所有这些都将以有意义的方式为匈牙利经济做出贡献。我们的教师讲习班多年来一直在进行各种成功的研究。 2015年，我们获得了卓越支持，这使我们能够就商标及其对消费者决定的影响进行大规模抽样的代表性研究。我们使用研究结果并应用价值分析来设定研究目标，并在各个领域进行进一步分析。这项研究试图检验本地和外国公司如何通过其品牌所代表的价值来影响消费者的决策。我们还研究了品牌本身如何影响商品的购买。尽管企业实体对来自不同国家的品牌所代表的价值有不同的看法，但我们的研究表明，品牌确实确实会影响买卖决策。在当今竞争激烈的市场上，公司将越来越难以说服消费者他们的产品提供适当的质量和可靠性。在满足消费者需求时，公司应尝试完全符合预期的标准，因为这不会导致需求过高以及制造商方面的额外成本。品牌名称中固有的价值和信息有助于消费者做出决定，并可以减少购买过程中的不安全感。消费者对公司乃至竞争对手的商标产品的偏好，都为公司管理层提供了至关重要的信息。消费者归因于品牌的内部价值决定了产品当前的市场地位和发展路径。作者正在研究商标产品在消费者眼中代表什么样的价值，以及它们如何影响消费者的决定以及所揭示的结果如何应用于企业领域。

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