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Kaubandusettevõtte müügiedukuse mõjutegurite uurimine WAB OÜ näitel

Vaht, Mirjam (2018) Kaubandusettevõtte müügiedukuse mõjutegurite uurimine WAB OÜ näitel. [thesis] [en] Investigation of Trade Company Sales Success Factors Impact Based on the Example of WAB OÜ.

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Abstract

Käesolevas lõputöös käsitleti jaekaubanduse ja tarbijate ostukäitumise olemust. Töö käigus otsiti lahendust ettevõtte WAB OÜ müüginäitajate parendamiseks toetudes varasematele müügiaruannetele ja tarbijaküsitlusele. Töös välja toodud ettepanekuid saab kasutada ettevõtte WAB OÜ juhtkond kaupluse talv 2018 kauba tellimisel ning turundamisel. Samuti saab ettevõtte juhtkond võtta arvesse kliendiküsitluse tulemusi, mis annavad aimu klientide eelistustest ning nende põhjal saab teha ka edaspidiseid kaupluse tööd parandavaid muudatusi. Lõputöö tulemusena on autor seisukohal, et mida paremini ettevõte tunneb oma klienti, analüüsib eelnevate perioodide müüke ning oskab nendest teha vajalikud järeldused, seda suurem on tõenäosus ettevõttel olla edukas.

Abstract [en]

The purpose of this graduation thesis Investigation of Trade Company Sales Success Factors Impact Based on the Example of WAB OÜ is to find and suggest solutions for improving the sales in clothing store WAB. The thesis is based on the past sales and customer survey analysis. The theoretical part of this thesis introduces retail companies main influence factors of how to be successful on the market and also the important processes in retail buying. The author also brings out the relevance of the customer for the retail company, customer behavior and their decision making process which can be influenced in several ways. The thesis also describes the importance of different marketing techniques the clothing stores are involved with on a daily basis. The empirical part of this thesis consists of the analysis of the winter 2017 collection sales in the WAB store based on sex, brands and product types. In order to gain more information about the store overall feedback the customers were questioned via the Internet where they filled in a questionnaire of 16 questions. In total there were 97 respondents of whom 69 were women and 28 men. The sales analysis was compared to the clients’ answers and conclusions were drawn. The suggestions that are made in this thesis try to improve the company sales by knowing its customers needs and can be used by the management of WAB OÜ in order to make an order for winter 2018 collections. From the results and theoretical facts of this research, it can be concluded that the more the business knows their customers, does its sales analysis and knows how to come to conclusions, the more likely company is successful.

Item Type: thesis
Advisor: Evelin Vaab
Subjects: Clothing and Textiles > Field Studies
Divisions: Institute of Clothing and Textiles > Resource Management in the Clothing and Textiles Industry
Depositing User: Mirjam Vaht
Date Deposited: 06 Jun 2018 10:20
Last Modified: 06 Jun 2018 10:20
URI: http://eprints.tktk.ee/id/eprint/4019

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