Випуск 22

УДК 339.138

Р. 52-60.

The methodical basis of enterprise image formation has been offered. According to them the image is represented as an enterprise pattern, which is formed in the consumer consciousness as a result of comparing the impression which is made by the enterprise due to the influence on the consumer’s senses by elements of the 7ps of marketing mix (form of perception), and the consumer conception, which already exists under the influence of cultural, social, personal and psychological factors (pattern of impression).

Key words: perception, conception, senses, elements of the 7ps of marketing mix, impression, consciousness, pattern, enterprise image.

V. FYODOROVA, Cand. Econ. Sc.,

Kharkiv National Automobile and Highway University