The aim of the thesis is to find an appropriate analytic tool by which the infants good market can be first described and then surveyed. The research is focused on the questions -- what are the places with the major consumers frequency, whether the discounts are popular with the consumers or not, how frequently is the internet used in the connection with searching for and buying infants goods, what has the strongest influence on consumers decision-making processes. The results of the research confirm that there is almost no influence on consumers decision-making process caused by demografical characteristics but by consumers individual preferences.

Šiame darbe nagrinėjama vartotojų elgsena, įvertinama jos svarba aprangos salonų veikloje. Darbo tikslas - parengti vartotojų elgsenos tyrimo teorines prielaidas ir ištirti Šiaulių aprangos salonų klientų elgseną, identifikuojant pagrindinius ją įtakojančius veiksnius. Darbe apžvelgta teorinė literatūra, kuri padėjo atsakyti į pagrindinius temos klausimus: teorinėje dalyje apibrėžta vartotojų elgsenos sąvoka, apžvelgta vartotojų elgsenos tyrimų svarba, išnagrinėti vartotojų elgseną įtakojantys išoriniai ir vidiniai veiksniai, išskirti pagrindiniai vartotojų tipai ir jų elgsenos bruožai, išanalizuotas aprangos gaminių kokybės ir asortimento poveikis vartotojui. Praktinėje dalyje suformuotas vartotojų elgsenos tyrimo instrumentarijus, aprašyta metodika, išanalizuoti tyrimo metu gauti duomenys. Remiantis tyrimo rezultatais, nustatyti aprangos salonų veiksmai, kaip jie galėtų geriau prisiderinti prie klientų poreikių, atsižvelgti į jų lūkesčius, parinkti tinkamus rinkodaros tikslus ir priemones bei paveikti savo vartotojų elgseną ir pasiekti ilgalaikę sėkmę versle. Apžvelgus visą surinktą informaciją, literatūros šaltinius bei atlikus tyrimo metu gautų duomenų analizę, darbo pabaigoje pateiktos apibendrintos vertinimo išvados ir rekomendacijos. Šis darbas, supažindinantis su vartotojų elgsenos tyrimų svarba ir jų praktiniu taikymu, gali būti naudingas rinkodaros srities, ryšių su visuomene specialistams ir visiems kitiems, besidomintiems vartotojų elgsenos klausimais. / In this work the consumers' behaviour is being analyzed, and its importance in the clothers' salons practice is being evaluated. The goal of the work - to prepare the theoretical assumptions of the consumers' behaviour research and to analyze the consumers' behaviour in the clothers' salons of Šiauliai, by identifying the main factors, which have some effect on it. The theoretical literature, used in the work helped to answer the main ąuestions of the theme: in the theoretical part the concept of the consumers' behaviour is being described, the importance of the consumers' behaviour research is being reviewed, the intrinsic and extrinsic factors, which are effecting the consumers' behaviour are being analyzed, the main types of consumers and their features of behaviour are being excluded, the alternative consumers' behaviour research technique, the quality of clothers' and assortments' pressure to consumer are being analyzed. In the practical part the consumers' behaviour research instrumentation is being formulated, the techniques described, the data, received in the process of this research is being analyzed. According to the study results, the clothers' salons actions are being defined, the way it could better meet the consumer expectations, to pay attention to their requirements, to chose the proper marketing aims and measures, as well as to influence the consumers' behaviour and to attain the enduring success in business. After the overlooking the collected information... [to full text]

Tyrimo aktualumas. Iš esmės pakitusi valstybės ekonominė sistema keičia vartotojų elgseną. Rinkos ekonomikoje gausu įvairių gamintojų, kurie, tarpusavyje konkuruodami, siekia patraukti vartotoją. Galimybė rinktis keičia vartotojų elgseną. Tokioje situacijoje vartotojas kartais pats nesuvokia, kodėl jis perka vienokias ar kitokias paslaugas. Tyrimo problema: Kaip pažymi J. Stankevičienė (2004) vartotojų elgsena yra dinamiškas sociokultūrinis reiškinys, todėl šios problemos studijos, nepaisant atliktų tyrimų gausos, ne tik išlieka aktualiomis, bet jų aktualumas tik didėja. Net ir tie tyrimai, kurie atlikti išsivysčiusiose šalyse, dėl skirtingo sociokultūrinio konteksto nedaug gali padėti suprasti analogiškų vartotojų elgseną mažą gyvenimo rinkos sąlygomis patirtį turinčioje šalyje. Taigi darbe formuluojama problema ir tikslas ištirti vartotojų elgseną, yra reikšminga. Pastaraisiais metais pasirodė daugiau mokslinių monografijų, straipsnių lietuvių kalba, nagrinėjančių vartotojų elgsenos aspektus, tačiau tai vis dar aktuali teorinė ir praktinė problema. UAB „Fankas“ ir ko kuri specializuojasi sporto paslaugų srityje, taip pat renka ir atnaujina duomenis apie savo klientus, tačiau įmonei šiandien sunku pasakyti, kokie vartotojų elgsenos veiksniai, lemiantys sprendimo pirkti priėmimo procesą, yra svarbiausi, prognozuojant paslaugų pirkimo tendencijas. Įvertinusi vartotojų elgseną įtakojančius veiksnius, įmonė tikisi efektyviau taikyti marketingo sprendimus, susijusius su dar... [toliau žr. visą tekstą] / Relevance of the work. Basically the varied state economical system changes the consumers’ behaviour. Within the market economy dominate various manufacturers those being competitive in regard of each other are seeking to attract a consumer. An opportunity to choose changes consumer’s behaviour. In such situation a consumer sometimes doesn’t realise why he purchases items of some sort. Often his behaviour is influenced not only with various environmental factors but also with his personal assurances and values. The problem of the work. As certifies J. Stankevičienė (2004) the consumers’ behaviour is the dynamic social cultural appearance, therefore the studies of such problem regardless an abundance of the accomplished researches remain not only relevant but also their relevance is expanding gradually. Even those researches which were accomplished within the developed countries as concerns of social cultural context can little help while understanding the behaviour of analogous consumers within the countries having the diminutive life experience under the market circumstances. Hence the problem and goal formatted at work are important. In these latter years have appeared more scientific monographs, articles in Lithuanian language analysing the aspects of consumers’ behaviour, but this is still actual theoretical and practical problem. UAB “Fankas“ ir ko that specializes in the field of sport services is also collecting and renovating information about their clients, but... [to full text]

Magistro baigiamajame darbe išanalizuota ir įvertinta vartotojų elgsenos veiksnių įtaka sprendimo pirkti priėmimo procese, iškeltos vartotojų elgsenos problemos, susiję su vartotojo sprendimu pirkti bei pateikti siūlymai, kaip šias problemas spręsti. Pirmoje darbo dalyje teoriniu aspektu tiriama vartotojų elgsenos samprata, pateikiamos skirtingos Lietuvos bei užsienio autorių nuomonės apie vidinių ir išorinių veiksnių įtaką vartotojų elgsenai bei vartotojų sprendimo priėmimo procesui. Antroje dalyje nagrinėjama UAB „MSF Lithuania“ įmonės veikla, atliktas tyrimo metodikos pagrindimas bei iškelta pagrindinė tyrimo hipotezė. Anketinės apklausos metodu nustatytos demografinės charakteristikos ir veiksniai, turintys daugiausiai įtakos parduotuvės „Marks & Spencer“ vartotojui priimant sprendimą pirkti, bei jų priklausomybė, SPSS programa susisteminami tyrimo metu gauti duomenys, patvirtinama ar atmetama hipotezė ir daromos išvados. / In Master‘s Work analized and evaluated consumer‘s behaviour factors that influence the purchase decision making process, also raised the problems related to the customer purchase decision and made recommendations to solve these issues. The first part examined the theoretical aspects of consumer behaviour concept, compared Lithuanian and foreign author‘s opinion on the internal and external factors that influence consumer behaviour and customer decision making process. In the second part examined “MSF Lithuania“ Ltd. activities, investigated methodology validation and raised fundamental research hypothese, by questionnaire survey method determined consumer behaviour factors that affect “Marks & Spencer“ customer purchase decision the most. By SPSS program systematized the data obtained during the investigation, confirmed or rejected hypothese and draw conclusions.

Thesis describes main development trends of retail industry and its network in the Czech Republic as well as changes in consumers' behaviour and in the position of Czech retailers on the basis of available statistical data and findings of surveys since 1993 to the present and near future.

The purpose of this thesis is to investigate consumers’ willingness to act socially responsible in their online fashion purchasing behaviour. Three frameworks; Theory of Planned Behaviour (TPB), Socially Responsible Consumer Behaviour (SRCB) and Consumer Social Responsibility (CNSR), constitute a foundation and have been combined in a conceptual framework. The research approach used is a qualitative research approach, and the empirical data was gathered in two semi-structured focus-groups with five and six participants. The participants were recruited by a convivence sampling method, with purposive sampling characteristics. The findings indicate that factors that influenced consumers’ willingness to act socially responsible was price, convenience, and time. Moreover, the findings show that SRCB is seen as a process, and that consumers’ stage in the process influence their willingness to act socially responsible. Lastly, it is shown that the TPB and SRCB must be considered before consumers can act socially responsible. This since consumers who have positive attitudes towards responsible actions, are susceptible to information of social and environmental issues related to their behaviour. These consumers can create enough awareness to take social- and environmental responsibility for their actions. Responsible consumers also aim to influence other consumers to take a greater responsibility. The findings of this study have contributed to further understanding within the research area of responsible consumers. Since the conceptual framework consider consumer behaviour in combination with their areas of awareness and responsibilities, this study contributes to deeper understanding of why consumers act socially responsible or not.

Submitted by Paulo Junior (paulo.jr@fgv.br) on 2010-11-24T18:14:48Z No. of bitstreams: 1 SANDRA AMOYR.pdf: 1334158 bytes, checksum: 01b99073a93c9eea61b63425ff774221 (MD5) / Approved for entry into archive by Paulo Junior(paulo.jr@fgv.br) on 2010-11-24T18:15:07Z (GMT) No. of bitstreams: 1 SANDRA AMOYR.pdf: 1334158 bytes, checksum: 01b99073a93c9eea61b63425ff774221 (MD5) / Made available in DSpace on 2011-02-17T13:27:20Z (GMT). No. of bitstreams: 1 SANDRA AMOYR.pdf: 1334158 bytes, checksum: 01b99073a93c9eea61b63425ff774221 (MD5) Previous issue date: 2010-08-31 / This research investigates the influence of service quality on purchase decision in the mobile phone retail market, as well as a relationship between the consumer’s previous knowledge of mobile services and the importance of salesmen help during the sales encounter. In order to achieve that, a survey was conducted in Rio de Janeiro city using mobile phone retail stores as its research locus. Among other factors, the survey measured consumer’s previous knowledge of mobile services, consumer satisfaction, the importance attributed to salesperson’s help during the sales encounter and the intent to purchase. The quantitative phase was preceded by a qualitative one, in order to acknowledge which were the consumer’s most used attributes to measure service quality. As a result, it was found, in agreement with other previous studies, that service quality positively impacted on purchase decision. The results and both the academic and managerial implications are discussed in this work. Finally, suggestions of future studies are provided alongside the analysis. / Neste estudo verifica-se a influência da qualidade do atendimento na decisão de compra de planos pós-pagos de telefonia móvel celular, bem como a existência de uma correlação entre o grau de conhecimento que o consumidor já possui sobre o serviço antes de adquiri-lo e a importância atribuída ao auxílio do vendedor no momento da compra. Para tanto, foi realizada uma pesquisa com pessoas que adquiriram planos pós-pagos nas lojas de uma operadora de telefonia móvel na cidade do Rio de Janeiro, por meio da qual foram analisados: o grau de conhecimento prévio dos compradores sobre os serviços, o grau de satisfação com o atendimento, a importância atribuída ao auxílio do vendedor para a tomada de decisão de compra, entre outros indicadores. A etapa quantitativa foi precedida de uma fase qualitativa, a fim de levantar os atributos considerados importantes pelos clientes para medir a qualidade de atendimento e, com base neles, construídos os questionários que, depois de aplicados e analisados, resultaram na constatação de uma correlação positiva entre a percepção de qualidade no atendimento e a decisão de compra. Os resultados são discutidos, bem como as implicações acadêmicas e gerenciais.