Zīmolu "DPD", "Omniva" un "Pasta Stacija" komunikācijas ietekme uz patērētāju izvēli: pakomātu pakalpojumu piemērs
Date
2018
Authors
Savčenko, Viktorija
Journal Title
Journal ISSN
Volume Title
Publisher
Latvijas Universitāte
Abstract
Bakalaura darba tēma ir “Zīmolu “DPD”, “Omniva” un “Pasta Stacija” komunikācijas ietekme uz patērētāju izvēli: pakomātu pakalpojumu piemērs”. Pētījuma mērķis ir izpētīt zīmolu komunikācijas aktivitāšu nozīmi un izprast kopējos patērētāju pakomātu pakalpojumu izvēles kritērijus. Latvijā savā starpā pašlaik konkurē trīs lielākie pakomātu pakalpojumu sniedzēji – “DPD”, “Omniva” un “Pasta Stacija”, kas piedāvā vienāda rakstura pakalpojumus. Līdz ar to, šī bakalaura darba pētījuma problēma ir tas, kā un ar kādām metodēm, katrs no pētāmajiem zīmoliem cenšas panākt, ka tiek izmantoti konkrēti viņu pakomātu pakalpojumi. Darbs sastāv no teorētiskās, metodoloģiskās, empīriskās daļas un pielikumiem. Teorētiskajā daļā tiek apskatīti jēdzieni “zīmols”, “mārketinga komunikācijas”, “pakalpojumu vadība”, “patērētāju uzvedība” un izklāstīta to būtība. Metodoloģiskajā daļā tiek aprakstīta aptauja, kvalitatīva kontentanalīze, eksperiments un to pielietojums šajā darbā, kā arī rezultātu apkopojums.
The topic of this bachelor’s thesis is “Impact of "DPD", "Omniva" and "Pasta Stacija" brand communication on consumers' choice: an example of parcel machines service”. The aim of this work is to study the role of brand communication activities and to understand the common criteria for selection of parcel machine services. In Latvia there is a competition between three largest providers of services – “DPD”, “Omniva” and “Pasta Stacija”, offering the same type service. Thereby, the study problem of this bachelor’s thesis is how and by what methods each of the brands strives to achieve, that exactly their services are chosen. This work consists of theoretical, methodological, research part and attachments. In the theoretical part discusses the concepts of "brand", "marketing communication", "service management", "consumer behavior", and set out their essence. The methodological part describes the survey, qualitative content analysis, the experiment and its application in this work, as well as a summary of the results.
The topic of this bachelor’s thesis is “Impact of "DPD", "Omniva" and "Pasta Stacija" brand communication on consumers' choice: an example of parcel machines service”. The aim of this work is to study the role of brand communication activities and to understand the common criteria for selection of parcel machine services. In Latvia there is a competition between three largest providers of services – “DPD”, “Omniva” and “Pasta Stacija”, offering the same type service. Thereby, the study problem of this bachelor’s thesis is how and by what methods each of the brands strives to achieve, that exactly their services are chosen. This work consists of theoretical, methodological, research part and attachments. In the theoretical part discusses the concepts of "brand", "marketing communication", "service management", "consumer behavior", and set out their essence. The methodological part describes the survey, qualitative content analysis, the experiment and its application in this work, as well as a summary of the results.
Description
Keywords
Komunikācijas zinātne , zīmols , mārketinga komunikācija , patērētāju uzvedība , "DPD" , "Omniva"