Statybos ir apdailos medžiagomis prekiaujančių įmonių vartotojų elgsenos aspektai
LTStraipsnyje pateikti empirinio tyrimo rezultatai, leidžiantys įvertinti statybos ir apdailos medžiagomis prekiaujančių įmonių vartotojų elgseną, šios paskirties prekių pasirinkimą bei sprendimą pirkti įtakojančius veiksnius. Atliekant tyrimą naudoti tokie empiriniai metodai: dokumentų analizės metodas, anketinis metodas, statistinė duomenų analizė.
ENPresented in the article empirical research objective is to estimate the consumer behaviour of the construction and decorating materials trading companies and its influencing factors. The research methods include the questionnaire and the statistical data analysis. The research results allows to state that the factors influencing the preferences to the construction and decorating materials trading companies are as follows: rapid and expeditious order performance (88.4% of the respondents), the wide product assortment (78.9%), the convenient trade premises, large product exposition (68.5 %), the habit and the loyalty to the trading company (60.1 %), the lower product price in comparison with the other trading companies (59.2 %). Thus these factors mostly influence the corporate competitiveness and market position, therefore, the construction and decorating materials trading companies should often apply competitor price oriented method (pricing based on a competitive matching principle) in product pricing and more actively apply sales promotion program to enable consumers to buy the product at lower prices. The research results revealed the most essential characteristics that determine the preferences to the construction and decorating materials trading companies are as follows: a product quality (99.7 %), a product price (90.5 %), a trademark, a certain manufacturer or a product manufacturing place (51.7 %), a product lifetime, durability and hardiness (35.5 %). Taking this into consideration, the companies personal selling activity should focus ,,the power of sales persuasion"(during the immediate communication between the sales personnel and customers) in order to explain the optimal price and quality trade-off on the example of the certain product preference to confirm that the customer's buying decision is fair and rational.Determined the most important to consumers product qualities should be emphasized in the other consumer attraction actions (e.g. advertising). In accordance with the research results, for one-third of the consumers the price discounts have a significant influence on the preferences to the construction and decorating materials and on the buying process, therefore these companies should optimally use this marketing tool and more actively apply different price discounts.
