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dc.contributor.advisorSults, Marge
dc.contributor.authorArikas, Raili
dc.date.accessioned2012-05-24T08:46:21Z
dc.date.available2012-05-24T08:46:21Z
dc.date.issued2012
dc.identifier.urihttp://hdl.handle.net/10492/240
dc.description.abstractKokkuvõtteks võib autor öelda, et ostude eest jagatavad boonused siiski mõjutavad klientide ostukäitumist, kuigi on kliente, kes ei soovi või ei julge seda intervjuu käigus tunnistada. Kuna autor tegeleb ka ise AS Infotark kaupluses töötades müügitööga, siis julgeb ta väita, et kingitused mõjutavad päris palju ostjaid. Enim huvi kingituste osas pakuvad klientidele kinkekaardid ja kinopiletid. Seda põhjusel, et siis saab klient ise otsustada kuna ja mis otstarbeks kingitust kasutada. Samuti pakkusid huvi praktilised ja oma töökohas kasutust leidvad või säästu tootvad kingitused. Kõige vähem pakkusid huvi kommid, šokolaadid ja muud maiustused. Põhjusena toodi välja see, et neid on võimalik endal osta, selle juures eelistati pigem suuremat allahindlust. Reklaamikanalite kasutuse kohta toodi eelistusena välja e-posti vahendusel edastatav reklaam põhjusel, et sellega saab tutvuda endale sobival ajal. Oli kliente, kes eelistasid ka vahetut suhtlust kas telefoni teel või kliendihalduri külastuse näol, kuid seda kliendile sobival ja kokku lepitud ajal. Liiga tihedat suhtlust ei soovitud, et ei muutuks koormavaks. Kuna tuli juttu ka tavaposti vahendusel edastatavast reklaamist, siis enamik kliente seda ei poolda, tuues põhjenduseks e-posti ajastu. Samas oli kliente, kes arvasid, et tavaposti teel tulnud reklaami just hea kätte võtta ja vajadusel kolleegidega ostusoovide üle arutada. Kokkuvõtteks võiks öelda, et tavareklaami soovitakse pigem harvem, kuid ülevaatlikumat. Intervjuu käigus tulid ka mõned klientide poolsed ettepanekud turunduse vallas. Näiteks toodi välja seda, et võiks tihedamini korraldada seminari vormis innovaatiliste toodete tutvustusi ning seda ka Lõuna- Eestis. Selleks ei ole kliendi sõnul palju vaja- saata e-posti vahendusel kutsed, pakkuda kohvi ja küpsist ning tutvustada tooteid, mis uued ja huvipakkuvad. Autori arvates on see teostatav, kuna esitlusi võiks läbi viia ka AS Infotark poodides töötavad inimesed, kuna neile korraldatakse tootealaseid koolitusi, siis võib tutvustusi pakkuda ka klientidele. Kindlasti on sellest positiivne kasu töötajatele, kes sellega seoses kinnistavad omi teadmisi, ettevõttele kes selleläbi saab juurde potensiaalseid ostjaid ja häid müügitehinguid ning kliendile, kes näeb seeläbi ettevõttes abivalmit ja tarka koostööpartnerit. Ja nii on võimalik säästa kliendi aega, vaeva ja raha, nagu ütleb AS Infotark tegevdirektor Jüri Ross.en_US
dc.description.abstractThe work has been compiled in Estonian language. It contains 35 pages, has one Annex and the Summary. The writing contains also 10 charts and author has used 20 different sources. The subject of the said paper was chosen as the author works as a manager of the AS Infotark store in Valga and thus has first hand experience in diverse campaigns for clients. Some clients are swayed by the campaigns, some are not. The author wished to look deeper into the effects of such methods of persuasion and, on the basis of the feedback of clients, also make some recommendations for further use. The object of the research is the purchase behavior of the AS Infotark clients, who are buying copy paper. The work uses primary and secondary sources of data. Author also conducted interviews with ten clients In conclusion, the author can say that bonuses for purchases do actually influence purchase decisions of the clients, although there are clients who do not wish or do not have the courage to admit this in the interview. As the author is also engaged in sales, working in a shop belonging to AS Infotark, she can safely say that gifts influence quite many customers. Among the gifts, clients are most interested in gift vouchers and movie tickets. The reason for this is the client’s ability to decide when and how to use the gift. The clients were also interested in practical gifts useful in their work or gifts that help them save money. The least interest was shown in candy, chocolate and other sweets. The reason for this was that they could be bought by the clients themselves, a bigger discount was preferable to these gifts. In the use of advertising channels, advertising via e-mail was preferred, as it was possible to look at it at a time suitable for the client. There were also clients who preferred direct communication over the phone or a visit by a customer service agent, but this at a time suitable for and agreed on with the client. Too frequent communication was undesirable, this would become burdening. As advertising via regular mail also came up in the talks, most of the clients did not prefer it, citing the “email age” as a reason. At the same time, there were clients who thought that advertising via regular mail was best to hold in their hands and to use in discussing purchases with the colleagues. In conclusion it can be said that regular advertising is desired less frequently, and it should be more comprehensive. The interviews also brought up some marketing suggestions by the clients. For example, the need for more frequent presentations of innovative products in the form of seminars, and doing this also in Southern Estonia, was brought up. According to the clients this does not take much – send invitations via e-mail, offer coffee and cookies, and introduce new and interesting products. The author sees this as feasible, as these presentations could be run by the people working in As Infotark shops, since they get product-related training and could also offer presentations to the clients. This would certainly be useful for the employees who reinforce their knowledge by doing this, to the company who gains potential customers and good sales, and to the client who sees the company as a helpful and smart partner. And as says the executive director of As Infotark, Jüri Ross, this is how you can save the client’s time, effort and money.
dc.subjecttarbijakäitumineEST
dc.subjectanalüüsEST
dc.subjectturundusEST
dc.subjectreklaamEST
dc.subjectmõjutamineEST
dc.subjectkliendidEST
dc.subjectostmineEST
dc.subjectbakalaureusetöödEST
dc.titleAS Infotark klientide ostukäitumise analüüs aastatel 2009-2011 koopiapaberi ostude näitelen_US
dc.title.alternativeAnalysis of the purchase behaviour of the AS Infotark from 2009 to 2011 illustrated by the purchases of the copy paperen_US
dc.typeThesisen_US
dc.date.defensed2012-06-06


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