The study substantiates the idea that the key task of managing competitiveness is the proof of the viability of the goods produced and the creation of conditions for the struggle for the consumer with the help of modern methods of ensuring customer satisfaction. Under these conditions, models of demand formalization and determining the competitiveness of products become particularly relevant. The Noriaka Kano model of attractiveness is considered, which makes it possible to single out the existing features of products of a particular manufacturer that are not found in competing analog products that could increase the competitiveness of the products studied. The article presents the results of a study of consumer satisfaction with meat products of OJSC “Sagunovsky Meat Processing Plant” by the method of N. Kano, identified factors that increase the attractiveness of products and the competitive advantages of an enterprise in the market. The authors compiled a questionnaire, which allowed to identify various degrees of satisfaction with the properties of the meat products of the plant. A feature of the content of the questionnaire questions was a combination of positive and negative questions, which made it possible to form the most complete picture of the attractiveness of the properties of meat products. The result of the processing of the obtained data was the calculation of the satisfaction and dissatisfaction potentials of consumers of the plant’s products and the mapping of characteristics. Products produced by the meat processing plant may have a high potential quality, i.e. Comply with state standart and generally accepted specifications, but high real quality is achieved only in the process of using the product and customer satisfaction. The study showed that in the company's strategy little attention is paid to improving the product line in the premium segment, as well as to those characteristics of meat products that are not directly related to the basic properties of the sausage, but make the consumer happy. The meat factory needs to reconsider approaches to the development and implementation of product policy, in particular, to revise the requirements for smell, cutting and high content of spices in sausage. The use of this model will allow the company to develop measures to increase the attractiveness of products and improve the strategy of product promotion on the market.

competitiveness management, N. Kano`s model of attractive quality, quality, preferences of consumers

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