MEASURING THE ATTITUDE OF SELECTED LAPTOP LABEL

Dandanes je glavni cilj vsakega podjetja, ki ustanovi lastno blagovno znamko, da bi ta blagovna znamka imela na trgu pozitiven ugled, dejanski in bodoči uporabniki pa pozitivno stališče. Analiza rezultatov raziskave stališč uporabnikov treh blagovnih znamk prenosnih računalnikov »Apple«, »Acer« in »HP« kaže, da ima vsak uporabnik stališče do svoje blagovne znamke,ki pa ni vedno pozitivno. Izmed teh znamk imajo najbolj pozitivno stališče uporabniki blagovne znamke »Apple«, kar je pokazala naša raziskava. Uporabniki te znamke imajo najbolj pozitivno stališče zato, ker je računalnik udoben za uporabo in ima kompromis dizajna, teže in velikosti. Zelo zanimivo je tudi to, da imajo v odvisnosti od blagovne znamke uporabniki različne predstave o idealnem izdelku. Za uporabnike znamke »Apple« je bolj pomemben kompromis dizajna, velikosti in teže pa tudi udobnost uporabe, za uporabnike znamke »Acer« pa hitrost procesorja in varčnost porabe energije. Zelo pomembno pri stališčih je to, kako pogosto podjetje skuša spremeniti stališča svojih uporabnikov. Uporabnik s slabim stališčem je zelo nevaren za ugled podjetja in blagovne znamke. Zato je zelo pomembno pogosto merjenje stališča svojih uporabnikov, spreminjanje slabega stališča in ohranjanje pozitivnega stališča.Nowadays, the main goal of every company, which establishes its own brand, is to have a positive reputation in the market, actual and future users with a positive position. The analysis of the research results about the opinion of three different brands of portable computers »Apple«, »Acer« and »HP« indicates that every user has his own opinion or position towards that certain brand and it is not always positive. The most positive position or opinions have »Apple« brand users, which were shown in our survey. These users have the most positive position because the computer is very convenient to use and has the compromise in design, weight and size. Users of different brands have a different image of an ideal product. »Apple« users prefer the compromise in a design, size and weight as well as the comfortable usage, »Acer« users prefer the speed of processor and the economical energy use. It is very important for the company, how often it tries to change the positions of its users. The user with a negative position is very dangerous for the company’s reputation and brand. It is very important to measure the positions of users as often as possible, to change negative positions and maintain positive positions