Bakalauro baigiamajame darbe nagrinėjama Šiaulių miesto rankų darbo aksesuarų vartotojų elgsenos tema. Tiriamą problemą apibūdina klausimas: kokie pagrindiniai vidiniai ir išoriniai vartotojų elgsenos veiksniai skatina įsigyti rankų darbo aksesuarus? Teorinėje darbo dalyje pateikiama vartotojų elgsenos samprata, vidiniai ir išoriniai veiksniai, vartotojų sprendimo pirkti priėmimo procesas, alternatyvų identifikavimas bei marketingo komplekso elementų įtaka vartotojų elgsenai. Empirinėje darbo dalyje apklausus 100 Šiaulių miesto gyventojų – moterų, identifikuotos esminės priežastys, įtakojančios rankų darbo aksesuarų vartotojų elgseną; išsiaiškinti pagrindiniai tokio tipo aksesuarų pasirinkimo motyvai ir kriterijai, vartotojų nuomonės; giluminio interviu metu pagrįsta kokybinio tyrimo metu gauta informacija. Remiantis gautais kiekybinio ir kokybinio tyrimo rezultatais, sudarytas rankų darbo aksesuarų vartotojų elgsenos modelis. / Undergraduate thesis examined Šiauliai handmade accessories, consumer behavior topic. The problem under study describes the issue: what are the key internal and external factors are driving consumer behavior to purchase handmade accessories? The theoretical part of the consumer behavior on the concept of internal and external factors, consumer purchase decision process, the identification of alternatives, and marketing mix elements influence consumer behavior. Empirical survey of 100 working in Šiauliai city's population - women, identified the root causes that influence handmade accessories, consumer behavior, to clarify the main reasons for the choice of the type of accessories and the criteria for consumer satisfaction, depth interviews during the qualitative analysis based on the information received. Based on quantitative and qualitative results of the study, consisting of handmade accessories, consumer behavior model.

This thesis argues that the FCB (Foote, Cone and Belding) grid can not only be used by advertising students to write strategy, but also to write superior strategies. To demonstrate this, the research in this study identifies two versions of the FCB grid that can serve as guidelines for students when writing advertising strategy. The argument is substantiated by the results of a statistical analysis of strategies written according to the FCB grid and the Bendinger formula. A discussion of the areas which were researched and led to the introduction of the FCB grid, as well as an explanation of the FCB grid, provide the context in which the grid should be viewed as a guideline for writing advertising strategy. Thereafter, a summative overview of what advertising strategy and the Bendinger formula encompass, identifies the complexed nature of advertising strategy, as well as the minimum areas which need to be addressed when attempting to write strategy. A detailed discussion of the method which was employed and the instrument developed to evaluate the effectiveness of strategies, precedes the experimental results. A critical discussion of the results obtained from the statistical analysis and the literature on advertising strategy provide a theoretical foundation on which a model, to be used in conjunction with the FCB grid to write strategy, is designed. The model is then explained to illustrate how students can, in conjunction with the FCB grid, apply it to write advertising strategy. This thesis recommends that, in order to improve on the suggested method of evaluating strategies, the measurement scale developed in this study could be considered as a starting point. A further recommendation is that the experiment comparing strategies written according to the FCB sextant grid to those written according to the FCB quadrant grid, could provide the need for further research. The thesis concludes that as far as could be determined, this was the first time that a study of this nature was undertaken and that the need for future research to validate this study and its results, exists. / Communication Science / D. Litt et Phil. (Communication)

This thesis argues that the FCB (Foote, Cone and Belding) grid can not only be used by advertising students to write strategy, but also to write superior strategies. To demonstrate this, the research in this study identifies two versions of the FCB grid that can serve as guidelines for students when writing advertising strategy. The argument is substantiated by the results of a statistical analysis of strategies written according to the FCB grid and the Bendinger formula. A discussion of the areas which were researched and led to the introduction of the FCB grid, as well as an explanation of the FCB grid, provide the context in which the grid should be viewed as a guideline for writing advertising strategy. Thereafter, a summative overview of what advertising strategy and the Bendinger formula encompass, identifies the complexed nature of advertising strategy, as well as the minimum areas which need to be addressed when attempting to write strategy. A detailed discussion of the method which was employed and the instrument developed to evaluate the effectiveness of strategies, precedes the experimental results. A critical discussion of the results obtained from the statistical analysis and the literature on advertising strategy provide a theoretical foundation on which a model, to be used in conjunction with the FCB grid to write strategy, is designed. The model is then explained to illustrate how students can, in conjunction with the FCB grid, apply it to write advertising strategy. This thesis recommends that, in order to improve on the suggested method of evaluating strategies, the measurement scale developed in this study could be considered as a starting point. A further recommendation is that the experiment comparing strategies written according to the FCB sextant grid to those written according to the FCB quadrant grid, could provide the need for further research. The thesis concludes that as far as could be determined, this was the first time that a study of this nature was undertaken and that the need for future research to validate this study and its results, exists. / Communication Science / D. Litt et Phil. (Communication)

В данной работе проводится научное обоснование теоретических положений и разработка практических рекомендаций по созданию и использованию маркетингового интернет-инструментария для формирования и развития отношений со студенческой молодёжью. / This dissertation provides scientific substantiation of theoretical provisions and development of practical recommendations for the creation and use of Internet marketing tools for the formation and development of relations with students.