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Lapsevanemate motiivid kodumaiste lasterõivaste ostmisel

Räli, Tuuli (2017) Lapsevanemate motiivid kodumaiste lasterõivaste ostmisel. [thesis] [en] Parents' Motives for Purchasing Domestic Children's Clothing.

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Abstract

Käesoleva lõputöö eesmärgiks oli välja selgitada lapsevanemate motiivid kodumaiste lasterõivaste ostmisel. Tööle teoreetilise raamistiku loomiseks on autor tutvunud erinevate turundusalaste raamatute ja teadusartiklitega. Ülevaade on antud nii tarbija vajadustest ja motiividest, brändi funktsioonidest ja lojaalsuse teguritest kui ka põhjustest kodumaise vs välismaise brändi eelistamisel. Empiirilises osas viidi läbi ankeetküsitlus lapsevanemate seas, et uurida nende ostukäitumist ja –motiive kodumaiste lasterõivaste ostmisel.

Abstract [en]

The objective of this thesis was to find out and analyse parents’ buying motives for domestic children’s clothing. Theoretical framework of present thesis is based on marketing literature and research articles. An overview is given of both consumer needs and motivations, brand functions and loyalty factors as well the causes of domestic vs foreign brand preference. In addition a questionnaire was conducted to examine parents’ purchasing behavior and motives.

Item Type: thesis
Advisor: Diana Tuulik
Subjects: Clothing and Textiles > Field Studies
Divisions: Institute of Clothing and Textiles > Resource Management in the Clothing and Textiles Industry
Depositing User: Tuuli Räli
Date Deposited: 13 Jun 2017 13:03
Last Modified: 13 Jun 2017 13:03
URI: http://eprints.tktk.ee/id/eprint/3099

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