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Käesolevas bakalaureusetöös on analüüsitud tarbijate ostukäitumist Statoil Fuel & Retail Eesti AS teenindusjaama näitel. Teoreetiline osa käsitleb tarbijakäitumist ja selle mõjutamise võimalusi. Töös on analüüsitud tarbijate endi hinnanguid sooduspakkumises olevate toodete ostmisel ja teenindusjaama ühe kampaaniaperioodi müügitulemusi. Töö autori eesmärgiks oli uurida, kas teenindusjaama klientide endi hinnangud langevad kokku tegelike müügitulemustega ja leida millistest sooduspakkumistest lasevad tarbijad ennast kõige enam mõjutada. Kuidas olla edukas kampaaniate korraldamisel ja millistele pakkumistele suuremat ressurssi kulutada. Töö eesmärkide saavutamiseks koostas autor ankeetküsitluse etteantud vastusevariantidega tarbijate hinnangute välja selgitamiseks ja võrdles neid kevadise sooduskampaania müügitulemustega. Teenindusjaama külastab 46,7% klientidest sagedamini kui kord nädalas, 18,7% korra nädalas ja 34,6% harvem kui kord nädalas. Statoili extra kliendikaardi on endale soetanud 59,9% klientidest ja 30,7% omavad kas Statoili eraisiku või ärikliendi maksekaarti. Bakalaureuse töö tulemustest selgub, et Statoili teenindusjaamas on kõige kasulikum sooduskampaaniate raames pakkuda maiustusi, karastus- ja energiajooke. Maiustuste pakkumistes meeldivad klientidele väiksemad ja odavamad shokolaadid ning kuni 0,5 liitrised joogid. Kampaania müügitulemused suurenesid maiustuste osas isegi 5,7 korda võrreldes kampaaniaperioodile eelnenud perioodi tulemustega ning karastus- ja energiajookide osas ligi kaks korda. Klientide hinnangutest ja müügitulemustest lähtuvalt on kõige kasulikum korraldada sooduspakkumisi kliendi-kaardiga, “Kaks on soodsam” ja “Hea hind” kollase hinnasildiga. Kampaaniate korraldamisel tuleks suurem tähelepanu pöörata kassaletil olevatele pakkumistele ja kassa lähipiirkonda paigutatud kampaaniaalustele. Väga tähtsal kohal on ka kampaaniate edukaks läbiviimiseks klienditeenindaja roll, sest selle tähtsust pidasid vajalikuks 62,6 % uuringus osalejatest. Ebaoluliseks pidas teenindaja rolli kampaaniatoodete ostmisel ainult 25,2% klientidest (joonis 10, lk 36). Sooduspakkumised on mõjutanud 14% tarbijatest nende endi hinnangul ostma planeeritust suuremat kogust tooteid. Meesklientide hulgas on vastav näitaja 15,6% ja naisklientide hulgas 12,9%. Samas aga on nende endi hinnangul sooduspakkumiste mõju suuremale ostule mõnikord tunnistanud kõikidest vastanutest 39,3%, meestest 35,6% ja naistest 41,9%. Osades uuritavates küsimustes on tulemustes märgata erinevust ka klientide vanusest lähtuvalt. Suuremat kogust tooteid ostavad soodustuste mõjul 17,9% vanuses 20 – 35 ja 4,3% vanuses 36 – 65 vastanud naisklientidest. Mõnikord ostavad suuremas koguses tooteid 52,2% naisklientidest vanuses 36 – 65 aastat. Suuremat kogust tooteid ostavad soodustuste mõjul 31,3% vanuses 20 – 35 ja 6,9% vanuses 36 – 65 vastanud meesklientidest. Mõnikord ostavad suuremas koguses tooteid 44,8% mees-klientidest vanuses 36 – 65 aastat. Klientide endi hinnangud oma ostukäitumisele olid kampaania müügitulemustega võrreldes osade toodete lõikes väga erinevad. Töö tulemused kinnitasid, et sooduspakkumised avaldavad tugevat mõju klientide ostukäitumisele - nad ostavad tooteid plaanitust suuremas koguses ja ostavad sooduspakkumises olevaid tooteid mida polnud muidu plaanis. Klienditeenindajate soovitusel on oma ostuotsuseid teinud 65,4% klientidest. Sellest järeldub, et teenindajad peavad hästi tundma kampaaniatooteid ja aktiivselt osalema müügiprotsessis. Klienditeenindaja olulisus kampaaniatoodete müümisel on ka Statoil Fuel & Retail Eesti AS teenindusjaama parim võimalus eristumiseks paljude teiste ettevõtete poolt korraldatavate turunduskampaaniate hulgas. Different campaigns and discounts have an important part at influencing customers buying behaviour. Therefore raises a problem – how to distinguish amongst all the different marketing campaigns by different companies and to run these campaigns successfully in the service stations of Statoil Fuel & Retail Eesti AS. The objective of this bachelor thesis is to find out which marketing campaigns have the biggest effect on customers buying behaviour and how they evaluate their buying behaviour themselves while visiting Statoil service stations. In the theoretical part of the bachelor thesis the author gives an overview of the main standpoints and mediums to influence and promote sales based on pertinent literature. The second part of thesis gives an overview of Statoil Fuel & Retail Eesti AS. The empirical part of the bachelor thesis contains an overview of Statoil Fuel & Retail Eesti AS spring 2012 marketing campaign results compared to the results of the period prior to the campaign. The comparison is based on the data received from company’s accounting. The author also gives a summary of the questionnaire, in which the customers evaluated how different marketing campaigns affect their consumer behaviour in Statoil service stations. The author also analyzes and compares the results from questionnaire and sales results received from accounting. In the conclusion the author analyses if the customers consumer behaviour in Statoil service station can be affected by marketing campaigns, if the results from questionnaire coincide with actual sales results, if the observable marketing period has any residual effect on sales results and which campaigns would be most profitable in the future. Based on the survey and service station’s sales results can be concluded that consumers prefer discounts that are related to discount card, offers like “two is cheaper” and products that have a yellow “good price” price tag. Looking at the results of the questionnaire, it appears that marketing campaigns have a great effect on consumer behaviour. 55,1% of customers buy discounted items sometimes, 23,4% very often and 21,5% of customers say that discounts have no effect on their purchases. 53,3 % of Statoil service station customers that participated in the survey bought due to discounts more than intended. The frequencies of using discounts distributed by commodity groups, when summarized ‘often’ and ‘rather often’, are: hot drinks 63,6%; beverages and energy drinks 42,9%; fast food and sandwiches 36,5%; sweets 29,9%. Comparing the results of the survey and sales results it appears that the biggest differences between customers’ own estimations and sales results are at buying sweets on discount and buying products offered on the counter. The customers evaluated the influence of presenting goods on counter rather insignificant – only 8,2% of respondents claimed it important. Looking at the sales results it turns out that Coca-Cola, which was presented on the counter had the biggest growth in sales compared to other goods and in situation when the price was not reduced. Another significant difference was the sales result of sweets. 29,9% of respondents bought sweets on discount ‘often’ or ‘rather often’, but according to sales results the sales growth on some products was as big as 5,7 times. Sales growth of two other articles, which were also at sale, were 3,93 and 3,91 times. It concludes that in Statoil service stations selling sweets at discount prices is highly effective although the customers don’t acknowledge it. In conclusion of this bachelor thesis it turns out that in Statoil service stations the most beneficial and successful discount campaigns are the ones offering sweets, beverages and energy drinks. Amongst items on sale customers prefer smaller and cheaper chocolates and beverages up to 0,5 liters. The sales results increased 5,7 times on some articles and twice on beverages and energy drinks compared to the period prior to spring 2012 marketing campaign. According to sales numbers and results from survey the most beneficial discount offers are the ones that require discount card, ‘two is cheaper’ and articles with yellow ‘good price’ price tag. It is important to pay attention to offers on the counter and campaign stands near to the counter when running marketing campaigns. According to results of the questionnaire the role of customer service cannot be underestimated – 62,6% of respondents stated that is important at making buying decision. 25,5% said the customer service to be irrelevant and 12,2% don’t know if the contribution of customer service is relevant. It concludes that customer service personnel have to know everything about campaign products and participate actively in the sales process in order to achieve maximal results. The significance of customer service at selling campaign products is the major way for service stations of Statoil Fuel & Retail Eesti AS to distinguish amongst many different marketing campaigns by different companies. |
