ИСТИНА

Folomeeva (Moscow) The main object of the research was the consumer’s behaviour of the Moscow’s citizens of both sexes, 18 - 60 years (4000 mobile and Internet users). Research was done by a method of tracking gauging annually from 1996-2010 (15 points, each of them consisted of focus groups and interviews). To measure attitudes scale of Likerta was used, brand loyalty was measured using method of NPS (F.Raichheld). For the analysis of the quantitative data we used a statistical package SPSS: frequency distribution, correlation analysis (Spearman coefficient) and analysis of variance (ANOVA). The dynamics of the consumer’s attitudes can be characterized by a predominance of rational assessments and by an increase of emotional component, which is stabilized during the period of saturation of the market. We found a significant association between the severity of positive customer attitude and the degree of loyalty to the brand consumed (r = 0,40; p <0,01). Analysis of variance showed that the degree of brand loyalty directly depends on the length of usage of a certain mobile operator (α = 0,000). Upon reaching a mass market, choice of a particular brand is based on the emotional evaluation of alternatives, and the choice of a specific proposal, to a greater extent, is based on rational factors. We have allocated decision-making levels. Strategic: the decision of the manifestation of consumer activity is made. Categorical. Consumer attitudes develop in relation to certain products, assessment of the feasibility of buying products in a category. Consumer choice of a particular brand in one product category, with the same or similar properties is made. Important role in this choice plays emotional attitude or brand loyalty. The choice of a product option is made from different product variants, designated by the same brand. Consumer attitudes have the most rational character.