<p>The purpose of this study was to investigate the consumers’ behaviours towards the</p><p>distributors’ brands. The aim was to find out what were the most important criteria of the</p><p>marketing mix for a consumer in his buying process that make him choose between a</p><p>distributor’s brand and a leader’s brand.</p><p>In order to achieve that, a theoretical framework has been established about the distributors’</p><p>brands, their different types, their management compared to the one of the leaders’ brands,</p><p>then about the consumers, their relation towards the distributors’ brands, their personal</p><p>implication in the brand, and their role, and also the theory of the marketing mix has been</p><p>exposed.</p><p>A quantitative research was applied. The questionnaire focused on every customer leaving,</p><p>after purchases, from Carrefour and Casino in Montpellier. All economic and social status and</p><p>lifestyles were interesting to study.</p><p>12 questions were asked to each customer, and 100 of them fully answered.</p><p>The results of the study were that the price still is the most important criterion for the</p><p>consumers in their buying decisions. The attractive price is the reason.</p><p>But it was discovered that the quality became a real significant element for the consumers.</p><p>The principal conclusion was that consumers still didn’t trust enough the products from the</p><p>distributors’ brands, and that the price wasn’t anymore the only criterion to take into account.</p><p>It was suggested that the distributors’ brands could reinforce their performances if they give</p><p>more priority to the quality.</p>

The purpose of this study was to investigate the consumers’ behaviours towards the distributors’ brands. The aim was to find out what were the most important criteria of the marketing mix for a consumer in his buying process that make him choose between a distributor’s brand and a leader’s brand. In order to achieve that, a theoretical framework has been established about the distributors’ brands, their different types, their management compared to the one of the leaders’ brands, then about the consumers, their relation towards the distributors’ brands, their personal implication in the brand, and their role, and also the theory of the marketing mix has been exposed. A quantitative research was applied. The questionnaire focused on every customer leaving, after purchases, from Carrefour and Casino in Montpellier. All economic and social status and lifestyles were interesting to study. 12 questions were asked to each customer, and 100 of them fully answered. The results of the study were that the price still is the most important criterion for the consumers in their buying decisions. The attractive price is the reason. But it was discovered that the quality became a real significant element for the consumers. The principal conclusion was that consumers still didn’t trust enough the products from the distributors’ brands, and that the price wasn’t anymore the only criterion to take into account. It was suggested that the distributors’ brands could reinforce their performances if they give more priority to the quality.

Darbo tikslas – ištirti vartotojų elgseną renkantis sporto ir sveikatingumo centrą Šiauliuose, išanalizuoti vartotojų elgsenos ypatumus. Magistro darbe išnagrinėti įvairių Lietuvos ir užsienio autorių darbai apie vartotojų elgseną, išaiškinta vartotojų elgsenos esmė, išanalizuoti vartotojų elgseną įtakojantys veiksniai, išnagrinėtas vartotojo sprendimo priėmimo procesas, aptarta sporto sistema ir jos struktūra. Atliekant tiriamąjį darbą išanalizuoti vartotojų motyvai, skatinantys rinktis sporto paslaugas ir jas teikiančius sporto klubus, ištirtas vartotojų lojalumas renkantis sporto klubą, išanalizuotos sporto klubų teikiamos paslaugos vartotojų požiūriu. Patvirtinama autoriaus suformuluota mokslinio tyrimo hipotezė, kad vartotojų elgseną priimant sprendimą dėl paslaugų, prekių pasirinkimo, įsigijimo bei naudojimo, siekiant patenkinti poreikius ir norus, apsprendžia vartotojų lytis ir amžius. / The aim of the present thesis is to make a survey of consumers’ behaviours while opting for the Šiauliai Sport & Wellness Centre and to carry out the analysis of the peculiarities characteristic of consumers’ behaviours. The master’s thesis carries out a scrutiny into different Lithuanian and foreign authors’ works on consumers’ behaviours, clarifies the purport of consumers’ behaviours, analyses the factors influencing consumers’ behaviours, provides insight into the process of decision taking by a consumer and discusses the system of sports and its structure. The study provides the analysis of consumers’ motives stimulating their option for sports services and sports clubs offering the mentioned services, examines consumers’ loyalty in choosing a particular sports club and traverses the services rendered by sports clubs from consumers’ point of view. The author’s hypothesis brought forward in the research that consumers’ behaviours towards taking a decision on the option, purchase and use of services and goods for satisfying their demands and wishes are determined by consumers’ sex and age has found its verification.