Lõpptarbija ostukäitumise mõjutamise võimalused ostuprotsessi erinevatel etappidel
Laen...
Kuupäev
2013
Kättesaadav alates
ainult raamatukogus, only in library
Autorid
Parisoo, Marina
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Abstrakt
Organisatsiooni konkurentsipositsiooni parendamiseks tuleb keskenduda klientidele väärtuse loomisele eelkõige efektiivse turunduse kaudu. Selleks on vajalik täpne kliendivajaduste määratlemine ning pikaajaliste kliendisuhete arendamine, mis omakorda eeldavad pidevat toote ja teenuse kvaliteedi kasvu, tootearendust ning toote pakkuja usaldusväärsust. Väärtuste vahetamise protsessis on oluline mõista tarbijakäitumist, sealhulgas seda, kuidas kliendid enda tarbimisotsuseid teevad ja millised tegurid neid otsuseid mõjutavad. Ettevõtte jaoks loob taolise informatsiooni omamine eeliseid klientide segmenteerimiseks ning organisatsiooni konkurentsipositsiooni tugevdamiseks. Tarbijakäitumise otsustusprotsess hõlmab viit etappi, milleks on vajaduse tunnetamine, info kogumine, alternatiivide hindamine, ost ning ostujärgne hindamine.
Antud bakalaureusetöö eesmärgiks oli välja selgitada informatsiooni otsimise ja alternatiivide hindamise etappide osas tarbijakäitumise seaduspärasusi ja tuletada mõningaid tegevusjuhiseid tulemuslikumaks turundustööks.
Bakalaureusetööst selgus, et suuremat tähelepanu tuleb pöörata nii info otsimise võimaluste laiendamisele, tarbijariskide vähendamisele kui ka müügijärgsele käitumisele. Paremaks alternatiivide hindamiseks tuleb muuta teabe kättesaadavus paremaks, seda uute autode esinduste kodulehekülgedel. Seoses alternatiivide hindamisega on oluline selliste tarbijariskide vähendamine, mis on seotud rahalise või toote funktsionaalse riskiga. Küsimustiku tulemustest selgus, et nimetatud riskid on olulised pigem kasutatud auto omanikele kui uute autode omanikele. Müügijärgse tagasiside küsimise seisukohalt peavad tarbijad oluliseks tagasiside küsimist toote kohta, vähemoluliseks peetakse müügiagendi rolli või klienditeeninduse tasemega seotud tagasisidet.
To improve the competitive position of an organization, one must concentrate on creating value for the clients primarily through effective marketing. For that purpose it is necessary to define the exact needs of the client and to develop long-term customer relationships, which in turn assumes continuous product and service quality improvement, product development, and also trustworthiness of a product provider. In the process of the value exchange it is important to understand consumer purchasing behaviour, including how clients make their own consumption decisions and what factors influence these decisions. Possessing such information creates advantages for a company to segment clients and strengthen its competitive position. The decision-making process in consumer behaviour consists of five stages: perceiving the need, gathering information, evaluation of alternatives, purchase and post purchase evaluation. The aim of this bachelor's thesis was to find out regularities of consumer behaviour in the stages of information gathering and evaluation of alternatives and to derive some codes of practise for a more effective marketing. In the bachelor’s thesis it became evident, that more attention should be given to expanding the possibilities for information gathering, to reduction of consumer risk, and also to the post purchase behaviour. For the better evaluation of alternatives, companies must improve access to information on the internet websites of new car dealerships. In connection with evaluation of alternatives it is important to reduce such consumer risks, which are connected with the monetary risk or product's functional risk. From the results of the questionnaire became evident, that above-mentioned risks are important to the buyers of the used cars rather than for the buyers of the new cars. When querying consumers standpoint on feedback, then consumers consider that important is the post purchase feedback about a product, less important is the feedback connected with the role of sales manager or the level of consumer service.
To improve the competitive position of an organization, one must concentrate on creating value for the clients primarily through effective marketing. For that purpose it is necessary to define the exact needs of the client and to develop long-term customer relationships, which in turn assumes continuous product and service quality improvement, product development, and also trustworthiness of a product provider. In the process of the value exchange it is important to understand consumer purchasing behaviour, including how clients make their own consumption decisions and what factors influence these decisions. Possessing such information creates advantages for a company to segment clients and strengthen its competitive position. The decision-making process in consumer behaviour consists of five stages: perceiving the need, gathering information, evaluation of alternatives, purchase and post purchase evaluation. The aim of this bachelor's thesis was to find out regularities of consumer behaviour in the stages of information gathering and evaluation of alternatives and to derive some codes of practise for a more effective marketing. In the bachelor’s thesis it became evident, that more attention should be given to expanding the possibilities for information gathering, to reduction of consumer risk, and also to the post purchase behaviour. For the better evaluation of alternatives, companies must improve access to information on the internet websites of new car dealerships. In connection with evaluation of alternatives it is important to reduce such consumer risks, which are connected with the monetary risk or product's functional risk. From the results of the questionnaire became evident, that above-mentioned risks are important to the buyers of the used cars rather than for the buyers of the new cars. When querying consumers standpoint on feedback, then consumers consider that important is the post purchase feedback about a product, less important is the feedback connected with the role of sales manager or the level of consumer service.
Kirjeldus
Märksõnad
informatsiooni otsimine, ostuosalus, alternatiivide hindamine, bakalaureusetööd