Παράγοντες που επηρεάζουν τη συμπεριφορά των αγοραστών προϊόντων ασφαλείας σε περίοδο οικονομικής κρίσης

Παράγοντες που επηρεάζουν τη συμπεριφορά των αγοραστών προϊόντων ασφαλείας σε περίοδο οικονομικής κρίσης

Βασιλείου, Χρίστος

Πετροπούλου-Πέλου, Σοφία

Vasileiou, Christos

Μεταπτυχιακή Διατριβή

2011-07-29T10:36:36Z

2011-06

2011-07-29

Περιέχει βιβλιογραφικές παραπομπές σ. 92-94

This study explore the purchasing behavior of security products customers. The purpose of this study is to examine what factors influence the final decision of the customer market of security products company Viometaloumin in times of economic crisis. Investigate any personal characteristics of subjects (demographic, socio-economic, cultural, psychological, etc.), environmental variables related to stressful events pathogenic society (economic crisis, crime, burglary, migratory phenomenon) as well as variables concerning the company (marketing and profile of the company). As for its methodology, is a quantitative research, which uses triangulation methods for analyzing and processing quantitative and qualitative data. For data collection, a questionnaire was constructed considering the statements of these three factors above. The questionnaire included open-ended questions. The questionnaire supplemented by 114 customers of the company in the spring of 2011, in the presence of the researcher to ensure the reliability of statements. The main results of the survey are: a) the typology of interpretation of Consumer Behavior that we have from the literature seems not to be used as an interpretive framework in conditions of a "new economy" as Kotler said. Factors such as demographic characteristics, education, social and economic status doesn’t differentiate consumer behavior B) In contrast, the comparative study of the factors resulting from factor analysis and from qualitative discourse analysis (program ATLAS), highlighting factors that seem to shape a new interpretive framework for the market product safety in times of economic crisis. C) Additionally, it seems that the research sample are grouped on the basis of the extent to which they are affected by corporate factors "Marketing" and "profile" of the company: all buyers are not affected and so the same extent by both company factors. The results can be used in the field of Marketing Theory, with the application of the methodological design in companies selling other products in an environment of economic crisis. On a practical level, the results offer to the company the "canvas" for strategic policy planning marketing and advertising for a new natural environment economy.

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Αγορά και οικονομική κρίση

Open University of Cyprus

Digital Repository Kipseli

Διοίκηση Επιχειρήσεων (ΜΕΤ)

Αποθετήριο Ανοικτού Πανεπιστημίου Κύπρου

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