olemus
(a) üldises tähenduses: meeldivus, köitvus, tõmbejõud
= in general: the quality of being pleasing, charming, or alluring, especially in appearance or manner
https://en.wikipedia.org/wiki/Attraction

(b) toote atraktiivsus
= in the products context: brand's ability to attract customers and in the customer's willingness to buy
https://www.brand-trust.de/en/glossary/brand-attractiveness.php

(c) turu atraktiivsus
= in the markets context: a measure of the potential value of a particular market
http://changingminds.org/disciplines/marketing/understanding_markets/market_attractiveness.htm