Reklamos poveikio prekybos centro ,,X‘‘ klientams tyrimas
LTPastaruoju metu rinkoje yra didelė prekių bei paslaugų gausa, gamintojams ir pardavėjams svarbu išsiskirti iš minios ir pritraukti vartotoją, kitaip sakant užimti tinkamą rinkos dalį, kad įmonė gautų pelną. Visgi išskirtinės prekės ar paslaugos kokybės šiam tikslui įgyvendinti nepakanka. Didelę reikšmę pardavimams turi reklama ir teigiamas jos poveikis vartotojams. Pastebima, kad 70 proc. vartotojų perka prekes skatinami būtent susidomėjimo, kurį sukelia reklamos poveikis. Reklamos poveikio vartotojams tyrimų rezultatai atskleidžia, kad būtent reklamuojama prekė klientams tampa įdomi, jie nori ją išbandyti, paskatinti reklamos įsigyja prekę. [Iš leidinio]Reikšminiai žodžiai: Vartotojai; Reklama; Prekė; Klientai; Poveikis. Keywords: Consumers; Advertising; Product; Customers; Impact.
ENRelevance of the subject. Nowadays, businesses have close relationship with consumers. Technologies that are evolving and increasingly used by people have contributed to this. It is very important for a modern company to have a good market share. Perhaps the best way to achieve this is through advertising. A successful advertising strategy can not only make a company better known, but also attract more consumers of the company’s goods. However, for an advertisement to be successful it must have certain aspects to affect the consumer. Advertising can affect consumers in many ways, but the overall goal of a company's advertising is to create a connection between itself and consumers and thus become a competitive player in the market. Topic – study of the impact of advertising on the customers of the shopping centre "X". The object is the effect of advertising on consumers. The problem is that misuse of advertising leads to consumer dissatisfaction. The aim is to examine the impact of the advertising provided by the shopping centre "X" on consumers after examining the advertising from a theoretical point of view. Tasks: 1. Examine the theoretical aspects of advertising. 2. Develop a methodology for researching the impact of the shopping centre "X" advertising on consumers 3. Analyse the impact of the shopping centre X advertising on consumers. Definitions: Advertising - dissemination of knowledge, data about something to popularize, make something famous and increase demand. Consumer - a person who purchases from a producer and consumer goods or services directly. An effect is an action, a process, a force, the consequences of which are obvious.Conclusions: 1. Advertising is a fairly broad concept that is defined in two different meanings as a process and as a means. Advertising is also classified according to certain aspects: distribution channels, audiences, territories and goals. Advertising has a certain effect on the user with its features. 2. After examining the theoretical aspects of advertising, the study of the impact of advertising on the shopping centre "X" users was made according to the AIDA method, compiling a table of five blocks. It is important to determine the purpose of the research, tasks and research methods for the smooth course of the research. Both qualitative and quantitative research methods can be used to study the impact of advertising on users of the shopping centre "X". 3. The study looked at the impact of the shopping centre X-advertising on consumers across four areas: awareness, interest, desire to buy, and motivation to take action. The study included 104 respondents, most of whom were women between the ages of 19 and 29. The study of attention was compared to the types of advertising or advertising media that attract consumers' attention. The results of the study showed that it is best to pay attention to all means of advertising, such as image, sound, action and colour. [From the publication]
