Marketing analysis of consumer expectations of students majoring in marketing at the University “Prof. Dr. Asen Zlatarov”, Burgas

According to marketing specialists, meeting consumer expectations requires much more activities than just offering a specific service that fulfills a specific purpose. Within the marketing literature, the axiom is derived that consumer expectation is part of the overall consumer experience and should be based on both the impression that consumers receive from the service provided and the expectations that have already been met. In the foundation of the issues presented in this way, it can be noted that the main goal of this paper is associated with conducting a theoretical study of the author’s views on consumer expectation and, on the basis thus built, to conduct an empirical analysis of consumer expectations of 1st year students, majoring in Marketing, at the University “Prof. Dr. Asen Zlatarov”, Burgas. To achieve the main goal set in this way, the following approaches should be applied: systemic and systemic-situational approach; inductive and deductive approach; transformation approach, internal and external analyses. The use of strategic methods, comparative methods, methods of analogy, including a combination between them, becomes significant. The marketing analysis conducted in the studied area leads us to the conclusion that in order to meet certain consumer expectations, much more is needed than offering services by the institution that fulfill a certain goal. Experts state that the most important element related to consumer expectations can be defined as the “usefulness” factor. By their very nature, consumer expectations require the study of the following elements: transparency and honesty, reviews, support and follow-up, which requires the formation of certain conclusions, summaries and conclusions, and this, in turn, causes the current research interest.