THE ROLE OF A CHOSEN PRODUCT ATTRIBUTES IN THE CUSTOMER PREFERENCES CREATION

The paper presents a key role of a product in the marketing mix composition of an enterprise taking into consideration the products levels and chosen marketing product strategies. Author concentrates of a chosen product attributes like: variety of an assortment, packaging and marking/labeling, quality, brand, additional services and market novelty. Paper contains the evaluation and the analysis of the influence of product attributes listed above on the customer preferences. Product management policy in the enterprise should entail the need to develop specific strategies, which seek to maintain an appropriate competitiveness of product range. Strategy to maintain the competitiveness of the product offer is to create a product at least as good as the products of competing companies, or even better. This strategy involves the continuous focus on all the characteristics of the product, and above all quality. Within the product management policy the enterprise can use also the variety of other marketing product strategies.