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Kliendiprofiili loomine ettevõtte Altalton OÜ näitel

Raude, Henriette (2018) Kliendiprofiili loomine ettevõtte Altalton OÜ näitel. [thesis] [en] Creating a Customer Profile on the Example of Altalton OÜ.

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Abstract

Käesoleva lõputöö eesmärk oli luua kliendiprofiil ettevõttele Altalton OÜ, mis tegeleb nahast- ja tekstiilist käekottide disainimisega, valmistamisega ning müügiga. Lõputöö teoreetilises osas käsitleti tarbija ja turu-uuringute olemust, sihtturundust ning tutvustati erinevaid võimalusi kliendi kirjaldamiseks, sh kliendiprofiili loomist. Töö empiirilises osas kirjeldati esmalt ettevõtet Altalton, millele järgnes tarbijauuringu läbiviimise kirjeldus. Tarbijauuring eesmärgiga luua Altaltoni potentsiaalsete klientide profiil, viidi läbi ajavahemikus 25. aprill - 3. mai 2018. Uuring sisaldas erinevaid elustiiliga seonduvaid küsimusi- uuriti nii vabaaja tegevusi, reisieelistusi kui ka lemmikajakirju ja –ajalehti. Küsitlust jagati Facebooki keskkonnas nii töö autori poolt kui ka ALTON’i Facebooki lehel ning Tallinna Tehnikakõrgkooli üliõpilaste seas. Kuna uuringus esines palju avatud vastustega küsimusi, siis oli vajalik hilisem andmete kodeerimine ehk tekstis sisalduva info märksõna alla panemine, mis muudaks andmete analüüsimise lihtsamaks. Potentsiaalsete klientide vastuste analüüsimise tulemusena loodi ettevõttele 4 kliendiprofiili, mis on moodustatud erinevate tunnuste alusel, kuid peamiselt on arvesse võetud vanust, sissetulekut ning mõningal juhul ka ostuharjumusi. Viimases peatükis on tehtud autoripoolseid järeldusi ja ettepanekuid edasiseks tegevuseks ettevõttele Altalton.

Abstract [en]

The title of current thesis is "Creating a customer profile on the example of Altalton OÜ". Current graduation thesis has been built up to create a client profile for a company Altalton OÜ, which manufactures textile and leather bags. The first chapter provides information through a variety of authors' theories of consumer, market research, and target marketing. In addition, there is brought out some methods of describing the company's clients, including the creation of customer profiles, which this work mostly focuses on. Empirical part of the work gives an overview of Altalton. There is described a consumer survey and has been created 4 customer profiles for Altalton. The purpose of the consumer survey was to create the client profile of ALTON's potential clients. Survey was conducted between April 25 and May 3, 2018. The study included a variety of lifestyle related issues - leisure activities, travel preferences and favorite magazines. The survey was shared in the ALTON’s Facebook page and among the Tallinn University of Technology. Because of the many open questions in the survey, it was necessary to encode the data. It would make it easier to analyze it. As a result of the analysis of potential customer’s responses, the thesis author created 4 client profiles, which are based on different characteristics, but mainly based on age, income and purchasing habits. Finally, there is made conclusions and suggestions for Altalton by the author.

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: Henriette Raude
Date Deposited: 07 Sep 2018 13:21
Last Modified: 26 Aug 2019 13:28
URI: http://eprints.tktk.ee/id/eprint/4126

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