Abstract:

The work analyses the main factors of perception of well known trademarks by students as consumers, namely: culture, place of birth and living, gender, age, religion and other psychological factors that affect trademark perception. Several notions regarding selective perception, perception and memory and particularly perception of color and identification of products and services are also outlined. A research is included, concerning the relation between the perception of students as consumers of products and services of the telecommunications market . The research is realized on a sample of 268 students from the Iustinianus Primus Law Faculty and the Faculty of Economics of the SS. Cyril and Methodius University in Skopje. For the purpose of testing of the hypothesis, t-test is applied. Several conclusions are presented regarding the determination of the degree of perception of quality of telecommunications trademarks in Macedonia.

Keywords:

Trademarks, psychology, law, descriptive statistics.