CONSUMER TRUST: CONCEPT, ROLE, INCREASE METHODS ON THE EXAMPLE OF A COVID-19 VACCINATION COMPANY

Abstract

Concepts of consumer behavior are evolving, as is the process of consumption itself. Nowadays, consumption has much more functions than simply satisfying a person's personal needs. One of the most important indicators of consumer behavior is consumer confidence. The aim of this work was to investigate the role of consumer confidence in a vaccination company against the new coronavirus infection and identify ways to increase it through the use of marketing tools. It is consumer confidence and its level that underlie the development of socio-economic policy. On the example of the attitude of the population to the vaccine, it is clearly seen that an insufficient level of trust can lead to serious problems - low coverage of the population with vaccinations, belated measures to overcome the reluctance of Russians to get vaccinated have created a situation in which, against the background of the creation of all new types of vaccines in the country, the level of morbidity and mortality is still growing. In this regard, it is important to choose the kind of marketing tools that will increase consumer confidence.