AS Värska sanatooriumi sihtgrupi arusaamad antud ettevõtte reklaamidest
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Kuupäev
2018
Kättesaadavus
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Tänapäeval on tarbijad teadlikumad, valivamad ning nõudlikumad, mistõttu on ettevõtetel
oluline teada, mis mõjutab tarbija ostuotsuseid ja leida viis tarbijani jõudmiseks. Selleks,
et tarbijani jõuda ja seeläbi mõjutada teda ostu sooritama, kasutatakse enamasti reklaame,
mistõttu on käesoleva töö eesmärk välja selgitada AS Värska sanatooriumi sihtgrupi
arusaamad antud ettevõtte reklaamidest. Töös kasutati kvalitatiivset uurimismeetodit ning
andmete kogumiseks viidi läbi intervjuud viie sihtgrupist pärit inimesega. Analüüsides
kasutati induktiivset meetodit ehk liiguti üksikult üldisele. Tulemustest selgus, et
sihtgrupp ei suuda end reklaamiga samastada ning soovitatakse lisada reklaamidesse
noorte inimeste pilte. Meeldivaks peeti lühikesi, konkreetseid ja silmatorkavaid reklaame,
milledel peaksid olema tähelepanuäratavad pealkirjad. Toodi välja, et enamus reklaamide
sisudest on põhjalikud ning detailsed, mistõttu loetaks neid siis, kui on olemas soov
sanatooriumisse minna. Lisaks soovitati lisada reklaamidesse infot tegevuste kohta, mida
on võimalik teha nii sanatooriumis kui ka selle ümbruses, sest vastanud peavad end
aktiivseks. Tulemustest selgus veel, et sihtgrupp otsib tavaliselt infot toodete ja teenuste
kohta internetist, mistõttu tuleks reklaami suunata ka rohkem veebikeskkonda. Töö
tulemusi saab edaspidi kasutada uute reklaamide koostamisel ning info levitamise kanalite
leidmiseks. Antud töö tulemused kirjeldavad 50.-60. eluaastaste inimeste arusaamasid
ettevõtte reklaamidest, mistõttu soovitab autor tööd arendada ja kaasata edasistesse
intervjuudesse sihtgrupi järgmise vanusegrupi inimesi, et täpsemalt teada saada sihtgrupi
ootustest ja eelistustest.
Nowadays consumers are smarter, pickier and more demanding, which is why businesses need to know what influences consumers’ buying decisions and how to reach out to them. Advertisements are mostly used for this kind of aspects, which is why the objective of this study is to find out AS Värska Sanatorium’s target group’s understandings of the company’s advertisements. Qualitative research method was used to fulfill the objective. Data was collected via personal interviews with 5 persons from the target group. Inductive method was used in analysing data. This method means moving from individual to generic. Author found that the target group can’t relate to the advertisements and the group advises to add pictures of younger people. In addition to short and conspicuous advertisements, noticeable and shor headlines were considered likeable. The target group also brought up that the content is too long and detailed, which is why it only would be read if there was a desire to visit the sanatorium. As the group considered themselves active, it was suggested that the advertisements should include descriptions of different activities in the sanatorium. Target group collects information from the internet which is why there also should be more advertising in the digital space. This data can be used as a base when making new ads and a way of finding new channels for advertising. Since this research was based on 50-60 year olds, author suggests that this research should be developed further to find out what other age groups preferances are.
Nowadays consumers are smarter, pickier and more demanding, which is why businesses need to know what influences consumers’ buying decisions and how to reach out to them. Advertisements are mostly used for this kind of aspects, which is why the objective of this study is to find out AS Värska Sanatorium’s target group’s understandings of the company’s advertisements. Qualitative research method was used to fulfill the objective. Data was collected via personal interviews with 5 persons from the target group. Inductive method was used in analysing data. This method means moving from individual to generic. Author found that the target group can’t relate to the advertisements and the group advises to add pictures of younger people. In addition to short and conspicuous advertisements, noticeable and shor headlines were considered likeable. The target group also brought up that the content is too long and detailed, which is why it only would be read if there was a desire to visit the sanatorium. As the group considered themselves active, it was suggested that the advertisements should include descriptions of different activities in the sanatorium. Target group collects information from the internet which is why there also should be more advertising in the digital space. This data can be used as a base when making new ads and a way of finding new channels for advertising. Since this research was based on 50-60 year olds, author suggests that this research should be developed further to find out what other age groups preferances are.
Kirjeldus
Bakalaureusetöö
Maamajandusliku ettevõtluse ja finantsjuhtimise õppekaval
Märksõnad
bakalaureusetööd, ostukäitumine, reklaam, tarbijad