Assessment of a shipping company image

There It is stated that the scientific literature does not have a single view on the content of the concept of "image of a shipping company", as well as the methodology for correctly assessing the image of a shipping company. One of the main reasons for this situation is to ignore the achievements of cybernetic anthropology, which considers a person (in particular, a Abstract. It is stated that the scientific literature does not have a consensus on the content of the concept: "image of a shipping company", as well as the methodology for correct assessment of a shipping company image. One of the main reasons for this situation is ignoring achievements of cybernetic anthropology, which considers a human (in particular, a buyer) as a highly developed biorobot, functioning on the basis of certain programs (both congenital and acquired in the process of life), as well as psychoprogramistics and its applied pattern - the theory of decision-making in buying in the conditions of market competition (emotional theory of sales). According to the emotional theory of sales, integrated products of the company's activity are acting as objects of trade on the market. An integrated product is a complex of microproducts (basic and ancillary) that are linked together by stable associative links. At the same time, "basic microproduct" refers to microproduct related to meeting the basic needs of the buyer, and "ancillary microproduct" refers to a microproduct related to meeting the ancillary need. According to psychoprogramming, image of a shipping company is an emotional attitude of a buyer to the aggregate of integrated transport products of a company. An indicator of the relative consumer appeal of the average integrated transport product of this shipping company is proposed as a key indicator of the image of a shipping company. We are talking about the relation of consumer appeal of the average integrated product of this shipping company to the consumer appeal of the average integrated product of competing companies. At the same time, the consumer appeal of an integrated product is realized as the ratio of its quality to price. A methodology has been developed for assessing the image of a small shipping company engaged in coastal freight shipping.