Pircēju rīcības process un to ietekmējošie faktori jaunu automašīnu tirgū
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Latvijas Universitāte
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lav
Abstract
Maģistra darba mērķis: izpētīt pircēju rīcību lēmuma pieņemšanas procesā un to ietekmējošos faktorus iegādājoties jaunu automašīnu Latvijā, atklāt nepilnības un sniegt priekšlikumus to novēršanai. Pētījumā tikai veikta arī pilnīgi jaunu automašīnu nozares ekspertu intervēšana un gūtā materiāla kontentanalīze. Ar interviju palīdzību tika noskaidroti nozares ekspertu un automašīnu izplatītāju viedokļi par pircēja lēmuma pieņemšanas procesu, iegādājoties pilnīgi jaunu automašīnu.
The objective of the master thesis is to explore consumer behaviour in the decision making process and the factors influencing the purchase of a new car in Latvia, discover gaps and develop proposals for the elimination of identified problems. The study foreseen the interviews amongst completely new car industry experts and provides content analysis of the material gathered. Conducted interviews helped to identify the viewpoints of the industry experts and car distributors on the buyer's decision-making process when purchasing a brand new car.
The objective of the master thesis is to explore consumer behaviour in the decision making process and the factors influencing the purchase of a new car in Latvia, discover gaps and develop proposals for the elimination of identified problems. The study foreseen the interviews amongst completely new car industry experts and provides content analysis of the material gathered. Conducted interviews helped to identify the viewpoints of the industry experts and car distributors on the buyer's decision-making process when purchasing a brand new car.