Vartotojų lūkesčių formavimo modelis

LTStraipsnyje pateikiamas vartotojų lūkesčių formavimo modelis. Analizuojamos vartotojams suformuojamos lūkesčių rūšys. Atlikus mokslinės literatūros analizę bei pristačius vartotojų nuomonės tyrimo rezultatus, sudaromas vartotojų lūkesčių formavimo modelis. [Iš leidinio]Reikšminiai žodžiai: Vartotojų lūkesčiai; Lūkesčių formavimas; Lūkesčių rūšys; Consumer expectations; Expectations formation; Types of expectations.

ENToday the world market is filled with an abundant variety of products and services, therefore, every organization requires a significant effort to establish and consolidate its facility so that to retain all attracted customers as well as to attract new. To survive in the market an organization requires not just actions directed to strengthening competitiveness, such as cost reduction, quality improvement and diversification, but also the expedient dissemination of information, which shows the essential product benefits - a formation of customer expectations. The formation of consumer expectations is a special challenge for each organization, because only they (expectations) influence consumer decisions when buying goods or services or re-purchasing the same goods. That's why the purpose of this paper is to create the consumers' expectations formation model based on an empirical and analytical study of the consumer data. The analysis of scientific literature shows that the formation of expectations is a continuous process in which an organization must identify, recognize and manage the formed consumer expectations. Internal and external factors shaping the expectations can be positive (informational, proximal, external) and negative (puzzy, implicit, unrealistic). It is important to distinguish four fundamental functions that consumer expectations perform: changes and shape of the opinion, attitude, behavior and intentions for purchases and related expectations. After the consumer opinion survey had been finished, factors and communication medium that mostly form consumer expectations were identified: transmitted advertising - as one of the mostly managed and the word-of-mouth - as one of the mostly uncontrolled factors. Moreover, communication forms with the mostly positive or negative expectations were cleared out.Finally I determined that chosen nature of advertising message is a significant factor in determining the emotional aspect of the expectations formation. By integration of pending questions theoretical analysis with the consumer opinion survey results the consumer expectations formation model is presented. The Introduced model highlights visual expectations that the consumer obtains. Visual expectations can meet the communication messages, or be vague, unrealistic, and inaccurate. Those expectations is a sign for the organization, that the nature of the transmitted information and corrections, which are necessary for identified negative expectations, to become detailed, clear and realistic, were made. Users internal factors as well as social factors and other external information in model, are not controlled by organization. Whereas communication is the control factor, which organization is able to possess. The presented consumer expectations formation model will help organizations in identifying and managing the formed expectations. By accomplishing tests and disclosing the expectations' nature, the organization is able to change its communication activities for the main objective achievement - conclusively formed positive expectations on the final product or service. [From the publication]