Тhe role of innovation in the image of the products on the decision of customers

Abstract

Today's market environment is constantly changing, as a result of many factors and therefore comes to the appearance of new rules of behavior for the market participants, such as opening new opportunities and facing with challenges. Those factors: globalization, foreign competition, the Internet, the diversity of the trading environment and the great offer of products and services caused the creation of new behavior of customers, both in the purchase process and in the decision-making process. On the other hand, the offer of the companies, the image of the product, the price, the marketing communications have effect for looking for new ways of achievement i.e. creating brand. Customers today have significantly more negotiating power and a large amount of information that allow to perceive which factors affect the level of problem solving, diagnosing factors in decision-making process and so on. Then it is imposed one of the most important factors, and it is the image of the products and services and their role on the customers