A THREE-LEVEL MODEL OF PRODUCT PERCEPTION AS A TOOL FOR CREATING CONSUMER VALUE IN THE B2B MARKET

The article considers a methodological approach to the formation of a three-level model of product perception in the context of B2B marketing, focused on the principles of relationship marketing. Based on the analysis of the behavior of industrial buyers and empirical data obtained from a survey of representatives of purchasing centers, the key factors influencing the perception of the value of the offer are identified. The need to shift the emphasis from the functional characteristics of the product to service and intangible components, including reputation, brand, terms of interaction and personalization, is substantiated. The study proposes a model that structures the perception of the product at three levels: functional, service and intangible. It is shown that the use of this model allows you to build individualized value propositions that enhance customer loyalty and improve the efficiency of the sales function of manufacturing companies. Particular attention is paid to the processes of compensating for problems and enhancing perceived usefulness as key mechanisms for forming consumer value in a highly competitive environment.