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Turu-uuring paneeliga pulloveride turupotentsiaali väljaselgitamiseks

Andronova, Indra (2019) Turu-uuring paneeliga pulloveride turupotentsiaali väljaselgitamiseks. [thesis] [en] Market Research To Find Market Potential For Panel Pullover.

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Abstract

Antud lõputöö teema “Turu-uuring paneeliga pulloveride turupotentsiaali väljaselgitamiseks alustavale ettevõttele” sai alguse autori ideest tulla turule paneeliga pulloveridega. Lõputööst lähtudes oli tarvis välja selgitada, kas tootel on piisavalt potentsiaali, et Eesti turul läbi lüüa. Enne uue tootega turule tulemist oli oluline kindlaks määrata potentsiaalne sihtgrupp ja konkurendid. Tulemuste sooritamiseks koostas töö autor turu-uuringu. Ankeetküsitluse ja vaatluse teel selgitati välja sobiv sihtgrupp ning leiti tootele potentsiaalsed konkurendid. Ankeetküsitlusele vastas kokku 140 respondenti. Valim koostati mittejuhusliku valimi alusel, kus töö autor määras kindlaks millistes keskkondades ning millisel ajavahemikul küsitlust jagatakse. Tarbija-uuringust selgus, et tootele on huvi ja potentsiaalne sihtgrupp olemas. 110-st vastanust vastas küsimusele „Kas oleksite valmis soetama paneeliga pulloveri?“ eitavalt 20 respondenti ehk ligikaudu 18%, mis tähendab, et suurem osa tarbijaid oleks nõus endale toote soetama. Potentsiaalse sihtgrupi moodustavad naised vanuses 21-35 eluaastat, kes teenivad kuus 1001-1250 eurot. Tarbijad hindavad toote esteetilist välimus, mugavust ja erilisust väga kõrgelt. Lisaks selgusid uuringust ka potentsiaalsed konkurendid. Paneeliga pulloveride konkurentideks on Nike, Adidas, Tommy Hilfiger, Muhoov, Zara ja H&M. Vaatluse teel kogus autor infot konkurentide kohta. Vaadeldi potentsiaalsete konkurentide kauplusi, sotsiaalmeediakanaleid ja kodulehekülgi, et välja selgitada konkurentide tugevad ja nõrgad küljed. Konkurentsianalüüsist selgus, et toode eristub konkurentidest just eelkõige unikaalsuse tõttu, teist sellist veel turul ei ole. Konkurentide eelisteks on aga kindlasti kindlate kliendibaaside olemasolu ja hästi toimiv turundustegevus. Enne ettevõtte loomist tuleks aga arvestada asjaolu, et rõivaturg on väga suur ja konkurente on palju, ilma hea turundusplaanita on raske läbi lüüa. Lisaks tuleb toodet veel põhjalikult arendada, et turupotentsiaali veelgi tõsta. Paneeli teostus tuleks põhjalikumalt läbi mõelda ehk on mõistlikum trukkide asemel kasutusele võtta magnetid või kasutada paneelide valmistamisel värvimuutvat kangast. Muudatusi võib teha ka pulloveri disainis, lisada näiteks raglaanvarrukad. Lõputöö autorile andis läbi viidud turu-uuring kinnitust alustada tulevikus paneeliga pulloveride disaini ja müügiga tegeleva ettevõtte loomist. Lõplik otsus ettevõtte asutamiseks on autoril plaanis teha pärast tootearendamist.

Abstract [en]

The following thesis theme: “Market Research To Find Market Potential For Panel Pullover” was inspired by author’s idea to enter into the market with panel pullovers. The dissertation purpose is to prove that the product has enough market potential to break into Estonian market. The goal was to determine the target group and potential competitors before launching the product. To get wanted results market research was made. The target group and potential competitors were ascertained by online survey and observation. 140 respondents answered the survey. Marketing research show that interest and potential target group for the panel pullover exists. If asked „Would you buy a panel pullover?“ only 18% of respondents answered negatively which means that consumers would like to buy this product. Potential target group consists of women aged 21-35 years, whose net income is 1001-1250 euros per month. Consumers value the aesthetic appearance, comfort and peculiarity very high. In addition, the potential competitors were found out from the survey. According to the survey the main competitors for the panel pullover are Nike, Adidas, Tommy Hilfiger, Muhoov, Zara and H&M. The information about competitors was gathered by observation. To find out their strengths and weaknesses, author observed competitors stores, social media channels and websites. It turned out that panel pullovers stand out from the competitors for being unique, because this kind of pullovers does not exist in Estonian market. Competitors advantages are definitely the existence of client base and well performing marketing activity. Before establishing the company it should be taken into consideration that clothing market is very large and there are many competitors. It is hard to succeed without a marketing plan. Additionally, to rise market potential, the product needs additional development. Currently, the panel is connected to the pullover with studs. Before the launch it is recommended to test ohter possibilities, e.g. magnets. As an unique apparel item, the innovational fabrics and threads, which change color in the sunlight should be tested as well. Using innovational technologies could add value to the item and make it even more interesting in the market. Changes can be made also in the design of the pullover, for example by adding raglan-sleeves. Market research confirmed possibility of establishing a company that designs and sells panel pullovers in Estonian market. Final decision about establishing company will be made after product development.

Item Type: thesis
Advisor: Diana Tuulik
Subjects: Clothing and Textiles > Design
Economy and Management > Entrepreneurship and Marketing
Divisions: Institute of Clothing and Textiles > Resource Management in the Clothing and Textiles Industry
Depositing User: Indra Andronova
Date Deposited: 06 Jun 2019 08:38
Last Modified: 26 Aug 2019 08:36
URI: http://eprints.tktk.ee/id/eprint/4551

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