Zīmola loma mobilo telefonu izvēlē Latvijā.
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Latvijas Universitāte
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Maģistra darba nosaukums: zīmola loma mobilo telefonu izvēlē Latvijā
Darba autore: Linda Kirmuška LU, 2012
Darba mērķis: balstoties uz darbā veikto analīzi izpētīt zīmola lomu mobilo telefonu izvēlē Latvijā.
Darba pirmajā nodaļā ir apskatīta zīmola būtība un pamatvērtību raksturojums.
Otrajā darba nodaļā ir analizēta patērētāju uzvedība un lēmumu pieņemšana zīmola izvēles griezumā.
Trešajā nodaļā tiek analizēti kvantitatīvā un kvalitatīvā pētījuma rezultāti, lai atspoguļotu zīmolu lomu mobilo telefonu iegādē Latvijā, kā arī lai raksturotu mobilo telefonu tirgu Latvijā.
Darba nobeigumā autore ir izstrādājusi secinājumus un priekšlikumus.
Darba apjoms ir 97 lapas, tās satur 20 tabulas, 24 attēlus, 6 pielikumus, un 38 izmantotās literatūras avotus.
Atslēgas vārdi: zīmols, zīmola vērtība, lojalitāte, asociācijas, uztvertā kvalitāte, atpazīstamība
Name of the Master`s work: The role of a Brand in choice of mobile phones in Latvia Author of the work: Linda Kirmuška LU, 2012 The aim of the work: based on the work analysis, explore the role of a Brand in choice of mobile phones in Latvia. In the first chapter are shown brand essence and brand basic value characteristics. In the second chapter are analyzed consumer behavior and decision making process from brand choice perspective. In the third chapter are analyzed results of quantitative and qualitative survays results to show the role of a Brand in choice of mobile phones in Latvia, and to describe mobile phone market in Latvia. In the end of the work conclusions and motions are given. The work consists of 97 pages, including 20 tables, 24 pictures, 6 appendixes, 38 used literature sources. Key words: brand, brand equity, loyalty, associations, perceived quality, awareness
Name of the Master`s work: The role of a Brand in choice of mobile phones in Latvia Author of the work: Linda Kirmuška LU, 2012 The aim of the work: based on the work analysis, explore the role of a Brand in choice of mobile phones in Latvia. In the first chapter are shown brand essence and brand basic value characteristics. In the second chapter are analyzed consumer behavior and decision making process from brand choice perspective. In the third chapter are analyzed results of quantitative and qualitative survays results to show the role of a Brand in choice of mobile phones in Latvia, and to describe mobile phone market in Latvia. In the end of the work conclusions and motions are given. The work consists of 97 pages, including 20 tables, 24 pictures, 6 appendixes, 38 used literature sources. Key words: brand, brand equity, loyalty, associations, perceived quality, awareness