"City Fitness" zīmola maiņa, patērētāju attieksmes analīze
Date
2015
Authors
Purviņa, Sintija
Journal Title
Journal ISSN
Volume Title
Publisher
Latvijas Universitāte
Abstract
Bakalaura tēma ir ""City Fitness" zīmola maiņa, patērētāju attieksmes analīze". Pētnieciskais jautājums - Vai zīmola "City Fitness" maiņa uz "My Fitness" ir izmainījusi patērētāju viedokli, ja ir izmainījusi, kādos aspektos?
Darba mērķis bija veikt zīmola "City Fitness" zīmola maiņas un ar to saistītās komunikācijas analīzi un noskaidrot auditorijas attieksmi. Darba uzdevumi: apskatīt teorētisko konceptu, izvēlēties metodoloģiju, apsekot zīmola maiņu, noskadrot patērētāju attieksmi, apkopot datus, izdarīt secinājumus.
Teorētiskajā daļā tika apskatīts zīmols, mārketinga stratēģijas, zīmola maiņa, attieksme. Pētījumā tika izmantotas daļēji strukturētās intervijas, kontentanalīze un aptauja.
Patērētāju attieksme pret zīmola maiņu ir neitrāla, taču mainījies ir zīmola tēls, sekmīgākai zīmola virzīšanai ir nepieciešama zīmola maiņas reklāmas kampaņa.
The theme of this Bachelor’s thesis is: "Rebranding of "City Fitness", analysis of consumer attitude." The question of the research: did the rebranding from brand "City Fitness" to "My Fitness" change the consumer's view of the brand? The aim was to analyse how the "City Fitness" went through rebranding process, as well as analyse its related communication and find out the attitude of the audience. The main tasks: look at the theoretical concept, choose methodology, clarify which communication techniques were employed, survey consumer attitudes towards it, summarize findings, draw conclusions. Theoretical part: brand, marketing communication strategy, rebranding, attitude. To conduct the study interviews, content analysis and survey were used. Results: Consumer attitude towards the brand change is rather neutral, the brand image has changed. If the brand want to be more succesful, the re-branding advertising campaign is a must.
The theme of this Bachelor’s thesis is: "Rebranding of "City Fitness", analysis of consumer attitude." The question of the research: did the rebranding from brand "City Fitness" to "My Fitness" change the consumer's view of the brand? The aim was to analyse how the "City Fitness" went through rebranding process, as well as analyse its related communication and find out the attitude of the audience. The main tasks: look at the theoretical concept, choose methodology, clarify which communication techniques were employed, survey consumer attitudes towards it, summarize findings, draw conclusions. Theoretical part: brand, marketing communication strategy, rebranding, attitude. To conduct the study interviews, content analysis and survey were used. Results: Consumer attitude towards the brand change is rather neutral, the brand image has changed. If the brand want to be more succesful, the re-branding advertising campaign is a must.
Description
Keywords
Komunikācijas zinātne , "City Fitness" , "My Fitness" , zīmols , zīmola maiņa , patērētāju attieksme