Ettevõtte AirsoftGO OÜ ostupersoona loomine
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Kuupäev
2018
Kättesaadavus
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Ostupersoona loomine annab ettevõtetele parema ülevaate sellest, milline on tema klient,
millised on tema arvamused, soovid ja vajadused. Siiani puudus AirsoftGO OÜl ülevaade
oma kliendist, niisiis nende paremaks mõistmiseks uuritakse antud töös neid lähemalt.
Eesoleva bakalaureusetöö empiirilises osas kasutatud andmed pärinesid viie eelmainitud
ettevõtte pikaajalise kliendiga läbi viidud personaalsetest intervjuudest, mille vastused
transkribeeriti ning deduktiivse analüüsi teel loodi kategooriate alla koodid, mille abil loodi
üks ostupersoona.
Valminud ostupersoona on meessoost, aktiivne ja sportlik. Saab infot sõpradelt ja
äripartneritelt ning otsib infot ka internetist. Ta on rahul nii ettevõtte kui tootevalikuga, ostab
tooteid nii sihtotstarbeliseks kasutamiseks kui märki laskmiseks. Peab oluliseks parkimist
ning kaupluse asukohta, kuna eelistab soetada tooted kohapealt. Ostuotsustusprotsessi kaasab
nii sõpru kui vanemaid, mõnikord teeb otsuseid üksi. Ostueelisteks peab ta hindu ning
sooduskoode, samuti head ja professionaalset klienditeenindust. Probleeme näeb ta poe
lahtiolekuajas ja poe suuruses, samuti ka toodete paigutuses.
Valminud ostupersoonat saab ettevõte AirsoftGO OÜ kasutada nii tulevaste kui praeguste
klientide paremaks mõistmiseks ning teenindamiseks.
Creating a buyer persona gives businesses a better insight into what their customer is like, what are their opinions, desires and needs. So far AirsoftGO OÜ has not had an overview of its customers so to better understand them they will be studied in more detail in this thesis. The data used in the empirical part of this bachelor’s thesis came from personal interviews conducted with five long-term clients of the aforementioned company, the replies of which were transcribed and using a deductive analysis codes were created for the categories and so a single buyer persona was created. The created buyer persona is male, active and athletic. He receives information from friends and business partners but also searches the internet for additional information. He is pleased with both the company and product range, purchases products for the intended use and for entertainment. Parking and the location of the store are very important to him, because he prefers to purchase products locally. The decision-making process involves both friends and parents, but sometimes makes decisions alone. He considers prices and promotional codes to be important as well as good and professional customer service. He finds trouble in the opening hours and the size of the store as well as the layout of the products.
Creating a buyer persona gives businesses a better insight into what their customer is like, what are their opinions, desires and needs. So far AirsoftGO OÜ has not had an overview of its customers so to better understand them they will be studied in more detail in this thesis. The data used in the empirical part of this bachelor’s thesis came from personal interviews conducted with five long-term clients of the aforementioned company, the replies of which were transcribed and using a deductive analysis codes were created for the categories and so a single buyer persona was created. The created buyer persona is male, active and athletic. He receives information from friends and business partners but also searches the internet for additional information. He is pleased with both the company and product range, purchases products for the intended use and for entertainment. Parking and the location of the store are very important to him, because he prefers to purchase products locally. The decision-making process involves both friends and parents, but sometimes makes decisions alone. He considers prices and promotional codes to be important as well as good and professional customer service. He finds trouble in the opening hours and the size of the store as well as the layout of the products.
Kirjeldus
Bakalaureusetöö
Maamajandusliku ettevõtluse ja finantsjuhtimise õppekaval
Märksõnad
bakalaureusetööd, segmenteerimine, turuuuringud