THE CONSUMER LOYALTY FORMATION BASED ON ESTIMATION OF COMPETITIVENESS OF PRODUCTION

The article conducted an estimation the competitiveness and identified the major competitive advantages of tea TM Alocozay. The target segment of consumers were defined and characterized. The results of market research were generalized, which caused the list of basic options that forms the loyalty of consumers were set and their feasibilities were proved. Based on calculating the group of integral index of competitiveness, the basic influential parameters to the consumers priority purchase of tea TM Alokozay were installed.