EMÜ Majandus- ja sotsiaalinstituudi sessioonõppesse sisseastunute otsustusprotsessi motiivid
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Kuupäev
2019
Kättesaadavus
5.09.2019
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Suurenevas konkurentsis on ettevõtetel järjest raskem jõuda potentsiaalsete klientideni.
Sellest tulenevalt on üha enam ettevõtteid hakanud kasutama sihtrühmale suunatud
turundust. Käesoleva bakalaureusetöö eesmärgiks on välja selgitada Eesti Maaülikooli
Majandus- ja sotsiaalinstituuti sessioonõpesse sisseastunute otsustusprotsessi motiivid.
Töö eesmärgi teostamiseks uuriti esmalt turunduse olemust ja tarbija otsustusprotsessi.
Uurimistöö eesmärgi saavutamiseks kasutati kombineeritult kvalitatiivset- ja
kvantitatiivset uurimismeetodit. Bakalaureusetöö empiirilises osas selgus, et inimesed,
kes on asunud õppima EMÜ Majandus-ja sotsiaalinstituuti bakalaureuse õppesse on üsna
erinevad nii vanuse kui ka eelneva haridustee poolest. Analüüside tulemusel selgus, et
ülekaalukamateks mõjuteguriteks olid paljudel sisseastunutel ülikooli asukoht,
kõrghariduse väärtustamine, tasuta sessioonõpe, ülikooli kõrvalt tööl käimise võimalus ja
ülikooli ning pereelu tasakaal. Analüüsis selgus veel, et sisseastumine EMÜ Majandus- ja
sotsiaalinstituuti oli enamjaolt isiklik otsus, kuid leidus ka neid, keda mingil määral
mõjutasid vanemad, elukaaslane/abikaasa ning sõbrad või tuttavad. Analüüside
tulemusena selgus, et peale sisseastumist oli ostujärgne käitumine pigem positiivne.
Lisaks selgus analüüsidest, et EMÜ maine tööandjate seas ja üleüldine maine on pigem
hea ning enamus arvasid, et õppejõud, õppekorraldus ja ka üleüldine sisekliima on EMÜ
Majandus- ja sotsiaalinstituudis pigem hea. Autor usub, et käesolevat bakalaureusetööd
saab kasutada Eesti Maaülikooli Majandus-ja sotsiaalinstituudi turundustegevuses, mis on
suunatud sessioonõppele.
In a tight competition, companies are finding it increasingly difficult to reach potential customers. As a result, more and more companies are starting to use target marketing. The aim of this bachelor´s thesis is to find out the motives of the decision-making process for distance learning students of the Institute of Economics and Social Sciences of Estonian University of Life Sciences. To perform the purpose of this thesis, the author gave an overview of the nature of marketing and the consumer's decision-making process. To fulfill this study author used a qualitative and a quantitative research method. The empirical part of the bachelor's thesis showed that the people who came to study at the Estonian University of Life Sciences are quite different in terms of age and previous education. As a result of the analyses, it was found that the most influential factors were the location of the university, valuation of education, free education, the opportunity to work at the same time and balance between university and family life. The analysis also showed that coming to study at the Estonian University of Life Science was mostly a personal decision but there were some people who were influenced by parents, friends and acquaintances or partner/spouse. As a result of the analyses, post-purchase behavior was found to be quite positive. The analysis showed that the overall reputation and reputation among employers is quite good of the Estonian University of Life Science. In addition, the majority believed that lecturers, organization of studies and general atmosphere are good in the Estonian University of Life Science. The author believes that this bachelor's thesis can be used in marketing activities of Estonian University of Life Sciences, which are aimed for distance learning students.
In a tight competition, companies are finding it increasingly difficult to reach potential customers. As a result, more and more companies are starting to use target marketing. The aim of this bachelor´s thesis is to find out the motives of the decision-making process for distance learning students of the Institute of Economics and Social Sciences of Estonian University of Life Sciences. To perform the purpose of this thesis, the author gave an overview of the nature of marketing and the consumer's decision-making process. To fulfill this study author used a qualitative and a quantitative research method. The empirical part of the bachelor's thesis showed that the people who came to study at the Estonian University of Life Sciences are quite different in terms of age and previous education. As a result of the analyses, it was found that the most influential factors were the location of the university, valuation of education, free education, the opportunity to work at the same time and balance between university and family life. The analysis also showed that coming to study at the Estonian University of Life Science was mostly a personal decision but there were some people who were influenced by parents, friends and acquaintances or partner/spouse. As a result of the analyses, post-purchase behavior was found to be quite positive. The analysis showed that the overall reputation and reputation among employers is quite good of the Estonian University of Life Science. In addition, the majority believed that lecturers, organization of studies and general atmosphere are good in the Estonian University of Life Science. The author believes that this bachelor's thesis can be used in marketing activities of Estonian University of Life Sciences, which are aimed for distance learning students.
Kirjeldus
Bakalaureusetöö
Maamajandusliku ettevõtluse ja finantsjuhtimise õppekaval
Märksõnad
bakalaureusetööd, turundus, sihtgrupid, ostuprotsessid, ostukäitumine