Today the world market is filled with an abundant variety of products and services, therefore, every organization requires a significant effort to establish and consolidate its facility so that to retain all attracted customers as well as to attract new. To survive in the market an organization requires not just actions directed to strengthening competitiveness,such as cost reduction, quality improvement and diversification, but also the expedient dissemination of information, which shows the essential product benefits – a formation of customer expectations. The formation of consumer expectations is a special challenge for each organization, because only they (expectations) influence consumer decisions when buying goods or services or re-purchasing the same goods. That’s why the purpose of this paper is to create the consumers’ expectations formation model based on an empirical and analytical study of the consumer data. The analysis of scientific literature shows that the formation of expectations is a continuous process in which an organization must identify, recognize and manage the formed consumer expectations. Internal and external factors shaping the expectations can be positive (informational, proximal, external) and negative (puzzy, implicit, unrealistic). It is important to distinguish four fundamental functions that consumer expectations perform: changes and shape of the opinion, attitude, behavior and intentions for purchases and related expectations. After the consumer opinion survey had been finished, factors and communication medium that mostly form consumer expectations were identified: transmitted advertising – as one of the mostly managed and the word-of-mouth – as one of the mostly uncontrolled factors. Moreover, communication forms with the mostly positive or negative expectations were cleared out.[...].

Straipsnyje pateikiamas vartotojų lūkesčių formavimo modelis. Analizuojamos vartotojams suformuojamos lūkesčių rūšys. Atlikus mokslinės literatūros analizę bei pristačius vartotojų nuomonės tyrimo rezultatus, sudaromas vartotojų lūkesčių formavimo modelis.