Аннотация:
Producers and consumers of agricultural products are faced with the concept of
"product quality". The quality of agricultural products depends not only on the degree of food
supply to society, but also on the activities of the enterprises themselves. The resources at the
disposal of a company depend to a large extent on the quality level of its products. We believe
that with the development of information technology, the product market has been replaced by
the brand market. The quality of services and goods corresponds to the price that consumers are
willing to pay for their purchase. In our opinion, the utility that the buyer receives from
purchasing additional goods or services is equivalent to the degree of customer satisfaction from
receiving them. The usefulness of a product or service to its consumer is not limited only to its
material characteristics, it is also inherently related to the purchase of this product or service.
The use of product branding makes it possible to increase their usefulness in the eyes of
consumers, and therefore affects their subjective assessment of the quality of the product.
