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Tarbijauuring rõivaste parandusteenuse arendamiseks Chula Vista OÜ näitel

Maire, Alber (2017) Tarbijauuring rõivaste parandusteenuse arendamiseks Chula Vista OÜ näitel. [thesis] [en] Customer Survey for the Improvement of the Clothing Repair Service on the Example of Chula Vista OÜ.

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Abstract

Käesoleva uurimistöö „Tarbijauuring rõivaste parandusteenuse arendamiseks Chula Vista OÜ näitel“ eesmärk oli välja selgitada kui populaarne on tarbijale rõivaste parandusteenuse kasutamine ja antud teenuse arendamise vajalikkus. Uurimistöös selgitati välja tarbijate käitumine erinevate parandust vajavate rõivadetailide puhul, parandusteenust pakkuvate ettevõtete teenuse kasutamisel ning tarbijate arvamus äriideele õmblusbuss. Seega on uurimistöös saadud tulemused suunatud eelkõige Chula Vista OÜ-le, mis selgitavad välja tarbija populaarsuse rõivaste parandusteenuse kasutamisel ning ettevõtte äriidee õmblusbuss elujõulisuse. Töö esimene peatükk andis teavet uurimistöö teoreetilisest osa, selgitades välja teenuse olemuse, mille osutamine on üks peamine väärtusi lisav ettevõtte tegevus ning nõuandeid teenuse arendamise protsessis. Samuti selgitati töö uuritavat teemat rõivaste parandusteenust, kui ühest jätkusuutlikkust viisist, mille kasutamisele võtmist peavad tänapäeval silmas üha enam disainerid ning kiirmoe rõivakaubandusettevõtted. Võttes kasutusele erinevaid võimalusi toodete parandamiseks, motiveerides sellega ka tarbijaid parandusteenust kasutama. Uurimistöö teine pool andis ülevaate ettevõttest ning läbi viidud uuringust. Ettevõte Chula Vista OÜ on loodud 2013. aastal, mille omanik ja ainuke liige on Tuule Soosaar, kes alustava ettevõtjana alles otsib oma kindlat suunda. Hetkel tegutseb ettevõtte kahel ärimudelid B2B ehk ärikliendilt ärikliendile suunatud, kus tegeletakse lõigete konstrueerimise, disaini, tootearenduse, näidiste õmblemise ja väikeste seeriate tootmisega. Samuti B2C ärimudeliga ehk ärikliendilt erakliendile suunatud, kus pakutakse väga kõrgel tasemel rätsepatööd ja tekstiiltoodete parandust. Tarbijauuring rõivaste parandusteenuse arendamiseks viidi läbi 21. märts 2017- 30. aprill .2017 internetiküsitluse põhjal. Küsitlusankeet, kus oli esitatud kokku 17 küsimust, saadeti laiali valimile, mis moodustus lumepalli meetodiga ning mida jagati sotsiaalvõrgustikus Facebook ja erinevates foorumites teemat puudutavatel kontaktidele. Vastajaid oli kokku 122, enamus Harjumaalt, kelle vastuste põhjal saadi tulemused ettevõtte sihtgrupist ning tarbijate käitumise kohta rõivadetailide parandamisel. Samuti hinnangu rõivaste parandusteenust pakkuva ettevõtte teenuse kohta ning äriideele õmblusbuss. Seega 122-st uuringus osalenust on huvitatud rõivaste parandamisest ja parandusteenuse kasutamisest 98 naist ning 24 meest, millest võib järeldada, et antud teema kõnetab mõlemaid osapooli. Enamus uuringus osalenutest oli Harjumaalt ning suurematest linnadest nagu Tartumaa ning Pärnumaa, vanuses 20-59, millest võib järeldada, et vastajad jäävad ettevõtte sihtrühma, kelle tulemustega saab arvestada ettevõtte teenuse arendamise jaoks. Uurimistulemustest selgus, et tarbija vajadus oma rõivaeset parandada/kohendada tekib kõige rohkem paar korda aastas, kui korralik riideese vajab väikest parandust. Samuti üllatavaks tulemuseks oli see, et enamus uuringus osalenutest oskavad elementaarseid rõivaste parandustöid nagu haagi/nööbi paigaldus või väikeste aukude ja rebendite parandused. Siiski leiab suuremalt jaolt parandust vajav või kulunud rõivaese tee prügikasti, kuna taaskasutusse viiakse tavaliselt korralik toode ning rõivaste parandusteenust pakkuva ettevõtte poole pöördumine tuleb kulukam kui riideese ise väärt on. Rõivaste parandusteenust pakkuva ettevõtte poole pöördutakse vaid hinnalisema esemega või kui puuduvad vajalikud oskused ja töövahendid. Positiivne tulemus oli see, et vastanutest 89,5% olid rahule jäänud kasutatud ettevõtte teenusega, mis näitab, et seal töötavad antud ala spetsialistid. Samuti on pakutava teenuse juures oluline tarbijale teenuse kvaliteet, ettevõtte asukoht ning teenuse kiirus. Uuringutulemustest selgus veel, et vastajad on nõus maksma erinevate parandustööde teenuste eest valdavalt 10-25 € ning sellest suurema summa keerukamate tööde puhul, näiteks toote voodri vahetus või aegunud riideesmele uue elu andmine. Uurimistulemustest selgus, et ettevõtte äriideed õmblusbuss ehk ratastel õmblus- ja parandusteenused, pooldas enamus uuringus osalenust. Leiti, et antud teenus oleks kiire elutempo juures mugav lahendus, mis samas vajaks veel läbimõtlemist, kus antud teenusega logistiliselt asetseda ning milline oleks tarbijale taskukohane teenuste hinnakiri. Toetudes uuringu tulemustele võib öelda, et tööle püstitatud eesmärk täitis ennast ja saadud tulemustega saab hinnata tarbija populaarsust rõivaste parandamisel ja parandusteenuse kasutamisel ning ettevõtte Chula Vista OÜ äriidee õmblusbuss elujõulisust.

Abstract [en]

The purpose of the present research paper titled “Customer Survey for the Improvement of the Clothing Repair Service on the Example of Chula Vista OÜ” was to identify the popularity of the use of the clothing repair service among consumers and the need to develop this service. The research paper studied consumer behaviour with respect to various clothing items that require repairs, the use of the services provided by companies offering the repair service, and the opinion of the consumers about the business idea of a sewing bus. The results of the research are, therefore, mainly addressed at Chula Vista OÜ, examining the popularity of the clothing repair service among consumers and the viability of the business idea of a sewing bus for the company. The first chapter of the paper presents an overview of the theoretical part of the research by identifying the nature of the service, the provision of which is one of the main activities of the company bringing added value, and gives recommendations for the service development process. The clothing repair service was also examined as a sustainable service the implementation of which is currently being contemplated by increasingly more designers and fast fashion clothing brands. By having a wide variety of options available for repairing clothes, the consumers are motivated to use the repair service. The second part of the research paper provides an overview of the company and the research conducted. Chula Vista OÜ was established in 2013 and is owned by Tuuli Soosaar, a sole member, who is only just looking for her course as a starting entrepreneur. Currently, the company is operating according to two business models, of which one is the B2B or business-to-business model, engaged in the development of patterns, design, product development, sewing of samples and the production of small product lines. The company also applies the B2C or business-to-customer model, providing a very high quality tailor work and repairs of textile products. The consumer survey for the development of the clothing repair service was conducted from 21 March 2017 to 30 April .2017 in the form of an internet survey. The 17-question survey was sent to a sample formed according to the snowball method, and shared in the social media network Facebook and various internet forums to appropriate contacts. There were a total of 122 respondents, mostly from Harju County, and the results provided an overview of the target group of the company and the attitude of consumers towards repairing clothing items. Also, the clothing repair service provided by the company and the business idea of a sewing bus were assessed. As it appeared, of the 122 respondents, 98 women and 24 men were interested in repairing their clothes and using the clothing repair service, so it can be concluded that the subject is topical for both genders. Most of the respondents were from Harju County and larger towns in Tartu County and Pärnu County, aged 20–59, so it can be concluded that the respondents fall in the company’s target group and the results can be used in the development of the service. From the results of the survey, it appeared that the need of the consumers to have their clothing repaired/tailored arises a few times a year at most when a decent item of clothing needs minor repairs. A surprising observation was that most of the respondents know how to do basic repairs on clothing, such as sewing on a hook/button or repairing small holes and tears. However, most of the time, a piece of clothing that needs to be fixed or that is worn is thrown away as only decent clothes are recycled and the use of the clothing repair service would be more expensive than the item of clothing itself is worth. A company providing the clothing repair service is only addressed with an expensive piece of clothing or if the customer does not have the required skills and tools. What is positive is that 89.5% of the respondents were satisfied with the service provided by the company, which is an indication of qualified specialists working at the company. Service quality, location of the company and service speed are also important factors for the consumer. From the results of the survey, it appeared that the respondents are willing to pay in the range of 10 to 25 euros for the repair works or a larger sum in case of more complicated works such as the replacement of the lining or giving new life to an outdated item. The results of the survey indicated that the company’s business idea of a sewing bus, that is, sewing and repair service on wheels, was supported by most of the respondents. It was found that with the current fast pace of life, this service would be a convenient solution which would still need some elaboration as to the location of the service and the price list affordable for the consumers. Based on the results of the survey, it can be said that the purpose of the research was achieved and the results can be used for assessing the popularity of repairing clothing and using the clothing repair service among consumers as well as the sustainability of Chula Vista OÜ’s business idea of a sewing bus.

Item Type: thesis
Advisor: Traumann Ada
Subjects: Clothing and Textiles > Product Development
Divisions: Institute of Clothing and Textiles > Resource Management in the Clothing and Textiles Industry
Depositing User: Maire Alber
Date Deposited: 12 Jun 2017 07:01
Last Modified: 12 Jun 2017 07:01
URI: http://eprints.tktk.ee/id/eprint/3155

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