Müügipersonali arendamine põlvkondade lõikes Tapa linna jaekaubandusettevõtetes

Lõputöö on koostatud teemal müügipersonali arendamine põlvkondade lõikes Tapa linna jaekaubandusettevõtetes. Lõputöö eesmärgiks oli välja selgitada Tapa linna jaekaubandusettevõtete müügipersonali arendamise võimalused lähtuvalt põlvkondlikest eripäradest. Lõputöö uurimuse käigus koostati teoreetilised lähtekohad, mis andsid ülevaate müügipersonali olemusest, eripäradest ja arendamisest ning koolitusest. Lisaks keskenduti põlvkondade jagunemisele, nende vahelistele erinevustele ning erinevatest põlvkondadest müügipersonali arendamisele. Empiiriline uuring viidi läbi kaardistusuuringuna (survey) ning andmekogumismeetodiks oli kvantitatiivne. Andmekogumisvahendiks oli ankeetküsitlus, mis koosnes lihtsatest standardiseeritud küsimustest. Andmeanalüüsi meetodina kasutati kirjeldavat statistikat. Andmeid töödeldi tabeltöötlusprogrammi Microsoft Excel abil. Statistiliste andmete analüüsimiseks kasutati aritmeetilise keskmise (m) näitajat ja standardhälvet (SD). Uuringu valimi moodustasid Tapa linna jaekaubandusettevõtete müügipersonal, kuhu kuulus kokku 74 töötajat ning kellest 63% tagastasid küsimustiku täidetult, seega lõplikuks valimiks kujunes 47 vastajat. Empiirilise uuringu käigus hinnati erinevatest põlvkondadest müügipersonali töötajate ametikohale vajalike teadmiste, oskuste ja kogemuse taset. Lisaks täiendkoolituste vajalikkust ning sobivamaid viise täiendkoolituste läbimiseks. Samuti hinnati uuringu käigus hetkelist koolitusvajadust ja sisekoolituste läbiviimist töökohal. Uuringu käigus selgitati välja erinevatest põlvkondadest pärinevad töötajate eelistused koolitus- ja arenguvõimalustele. Uuringu tulemustest selgus, et koolituste läbiviimise viisiks oli eelistatuim ettevõttesisene ning kõige rohkem hinnatakse koolitustelt saadavaid oskuseid ja teadmisi. Põlvkondadest lähtuvalt eelistavad nooremad koolitusi, mis on seotud kaubagruppide ja nende väljapanekute kujundamisega, Y-põlvkond koolitusi, mis aitavad turundusplaani koostada ning vanemad põlvkonnad hindavad kõrgelt meeskonnatöö koolitusi ning digivahendite kasutamist müügitöös. Uuringu tulemustele toetudes tehti järeldusi ning esitati ettepanekuid erinevate põlvkondadest müügipersonali töötajate koolitus- ja arenguvajadustele.

The topic of the thesis is the development of sales staff by generations in the retail companies in Tapa city. The thesis consists of 55 pages and it is illustrated with 11 charts and 10 tables. The bibliography consists of 35 references. The biggest shortcoming of Estonian organizations is the lack of employment-oriented programs for elderly people, especially as the retirement age rises. The employment decreases but the staff will change to become more diverse. There are many different people working in the labor market from dissimilar backgrounds, genders, generations to people with sundry working abilities and habits. When conducting the study in the study area it came as a result that it is a constantly evolving region, both in companies and the employees, and as a result the need for sales stuff grows and the need to create opportunities for employee development growth. In order to ensure the best quality of service, it is necessary to review the suitability of the training and development and also the conditions offered to the sales staff based on generational differences. It is especially essential in today’s society where five different generations are working together in the labor market field. The purpose of the thesis is to explain the possibilities of development of the sales staff in retail companies in Tapa city based on generational differences. In order to fulfill the goal of the thesis, the following task have been set: • to explain the specifics and expectations for training and development need and to compile a methodology for conducting empirical research; • to map out the expectations for training and development needs in Tapa City; • to analyze the expectations and development needs of the sales staff across generations; • to create conclusions and submit suggestions to the managers of retail companies to support their employees to have training and development opportunities taking in the generational peculiarities. The survey was conducted among sales staff working in retail companies in Tapa city. The study was carried out as a mapping study to find out the actuality of the conditions and circumstances. The data collection method was quantitive and the results were evaluated numerically. Data was collected using a questionnaire and the results of the study was analyzed using statistical frequencies and standard deviation. Based on the collected data the different generations of respondents were analyzed about the training and development. The analysis showed that the Y- generation prefers the external method and other generations prefer the internal method in the company. Based on generations, the youthful prefers indoctrination that are related to design in the product groups and display. Y- generation prefers to create a marketing plan and the older generation highly values the teamwork trainings and the use of digital tools in sales work. As a result of the thesis conclusions suggestions were make to retail companies to offer training and development opportunities to different generations.