Research of features of purchasing behavior in the market of construction goods
| Jazyk: | ruština |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
ÑÐ¸Ð¿Ñ Ð¿Ð¾ÐºÑпаÑелей
маÑкеÑинговÑе иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ñодвижение sales promotion promotion types of buyers marketing research ÑÑнок ÑÑÑоиÑелÑнÑÑ ÑоваÑов construction materials market ÑÑимÑлиÑование ÑбÑÑа customer research recommendations иÑÑледование покÑпаÑелей ÑекомендаÑии |
| DOI: | 10.18720/spbpu/3/2020/vr/vr20-2419 |
| Popis: | Тема вÑпÑÑкной квалиÑикаÑионной ÑабоÑÑ: «ÐÑÑледование оÑобенноÑÑей покÑпаÑелÑÑкого Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑнке ÑÑÑоиÑелÑнÑÑ ÑоваÑов». ЦелÑÑ ÑабоÑÑ ÑвилоÑÑ Ð¸Ð·ÑÑение Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð¿Ð¾ÑÑебÑиÑелей, ÑаÑпÑеделеннÑÑ Ð¿Ð¾ гÑÑппам в ÑвÑзи Ñ Ð¸Ñ Ð¾ÑлиÑиÑелÑнÑми оÑобенноÑÑÑми. ÐадаÑи ÑабоÑÑ: ï¾ Ð¿ÑивеÑÑи Ñ Ð°ÑакÑеÑиÑÑÐ¸ÐºÑ ÑÑнка ÑÑÑоиÑелÑнÑÑ ÑоваÑов в РФ; ï¾ ÑаÑÑмоÑÑеÑÑ ÑеоÑеÑиÑеÑкие оÑÐ½Ð¾Ð²Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð¿Ð¾ÐºÑпаÑелей; ï¾ Ð¿ÑовеÑÑи полевÑе иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð½Ð° пÑимеÑе конкÑеÑной оÑганизаÑии; ï¾ ÑазÑабоÑаÑÑ ÑекомендаÑии по иÑполÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ»Ð°ÑÑиÑикаÑии покÑпаÑелей в пÑодвижении оÑганизаÑии. РабоÑа вÑполнÑлаÑÑ Ð½Ð° маÑеÑÐ¸Ð°Ð»Ð°Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ по пÑодаже ÑÑÑоиÑелÑнÑÑ ÑоваÑов ÐÐР«ÐÑоÑСÑайл». Также бÑли иÑполÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¼Ð°ÑеÑÐ¸Ð°Ð»Ñ ÑÑебной и ÑпÑавоÑной лиÑеÑаÑÑÑÑ, ÑÑÐ¶Ð´ÐµÐ½Ð¸Ñ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½ÑÑ Ð¿Ð¾ÑÑебиÑелей даннÑÑ ÑоваÑов, а Ñакже Ð¼Ð½ÐµÐ½Ð¸Ñ ÑкÑпеÑÑов на ÑÑнке ÑÑÑоиÑелÑнÑÑ Ð¼Ð°ÑеÑиалов. ÐеÑодÑ: пÑименÑлиÑÑ Ð¼ÐµÑÐ¾Ð´Ñ Ð¼Ð°ÑкеÑинговÑÑ Ð¸ÑÑледований, ÑбоÑа и Ñводки вÑоÑиÑнÑÑ Ð¸ пеÑвиÑнÑÑ Ð´Ð°Ð½Ð½ÑÑ , ÑÑаÑиÑÑиÑеÑкой обÑабоÑки инÑоÑмаÑии, оÑенки ÑÑÑекÑивноÑÑи пÑоекÑов. ÐÑновнÑе ÑезÑлÑÑаÑÑ ÐÐÐ : ï¾ ÑÑоÑмÑлиÑÐ¾Ð²Ð°Ð½Ñ Ð³Ð¸Ð¿Ð¾ÑÐµÐ·Ñ Ð¾ Ñазделении поÑÑебиÑелей на 4 Ñипа в ÑвÑзи Ñ Ð¾ÑлиÑиÑелÑнÑми оÑобенноÑÑÑми Ð¸Ñ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ; ï¾ Ð¿Ñоведен анализ на оÑнове иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²ÑоÑиÑнÑÑ Ð´Ð°Ð½Ð½ÑÑ Ð¸ анкеÑиÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÑеди клиенÑов оÑганизаÑии; ï¾ ÑазÑабоÑÐ°Ð½Ñ ÑекомендаÑии по ÑабоÑе Ñ ÐºÐ»Ð¸ÐµÐ½Ñами Ð´Ð»Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑлÑноÑÑи и пÑивлеÑÐµÐ½Ð¸Ñ Ð½Ð¾Ð²ÑÑ Ð¿Ð¾ÐºÑпаÑелей. ÐÑакÑиÑеÑÐºÐ°Ñ Ð·Ð½Ð°ÑимоÑÑÑ ÑабоÑÑ Ð¾Ð¿ÑеделÑеÑÑÑ ÑекомендаÑиÑми, коÑоÑÑе бÑли пеÑÐµÐ´Ð°Ð½Ñ ÑÑководиÑÐµÐ»Ñ Ð´Ð»Ñ Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ Ð¸ поÑÑапного внедÑениÑ. The title of the bachelor graduate qualification work: âResearch of features of purchasing behavior in the market of construction goodsâ. The aim of the graduate qualification work is studying the behavior of consumers divided into groups due to their distinctive features. Tasks of the graduate qualification work: ï¾ give a description of the construction goods market in the Russian Federation; ï¾ consider the theoretical foundations of research on consumer behavior; ï¾ conduct field research on the example of a specific organization; ï¾ develop recommendations for the use of buyer classification in the promotion of the organization. The graduate qualification work was carried out on the basis of the company for the sale of construction goods LLC "ProfStayl". Materials of educational and reference literature, opinions of possible consumers of these products, as well as opinions of experts in the construction materials market were also used. Methods: methods of marketing research, collecting and summarizing secondary and primary data, statistical processing of information, and evaluating the effectiveness of projects were used. The main results of the graduate qualification work: ï¾ formulation of the hypothesis about the division of consumers into 4 types due to the distinctive features of their behavior; ï¾ conducting analysis based on secondary data research and questionnaires among the organization's clients; ï¾ development recommendations for working with clients to increase loyalty and attract new customers. The practical significance of the work is determined by the recommendations that were passed to the Manager for study and phased implementation. |
| Databáze: | OpenAIRE |
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