Tarbijate ostukäitumist mõjutavad tegurid jaekaubanduses

Käesoleva lõputöö eesmärk oli välja selgitada tarbijate ostukäitumise muutused ja ostukäitumist mõjutavad tegurid jaekaubandusettevõtete müükide suurendamiseks. Eesmärgi täitmiseks kirjutati erinevatele autoritele ja uuringutele tuginedes teoreetiline raamistik ning selle põhjal koostati küsitlusankeet. Ankeedi vastuste põhjal koostati uuringu analüüs. Teoreetilises raamistikus anti ülevaade tarbijate ostukäitumise arengust. Samuti toodi välja erinevaid sisemisi ja väliseid mõjutegureid ostuotsuse langetamisel ning kirjeldati uusi kujunevaid trende tarbija ostukäitumisest COVID-19 pandeemia mõjutusest. Inimeste tarbimine mõjutab olulisel määral riigi majandust ning ettevõtete püsivust. Jaekaubandusettevõtted seisavad silmitsi pidevalt muutuvate kaubanduse trendide, tarbija erinevate vajaduste ning eelistustega. Ettevõttel on keeruline arvestada tarbijate soovidega, kui nad ei ole kursis, mis täpsemalt mõjutab nende ostukäitumist ning seda eriti pandeemiaolukorras. Teoreetilises raamistikus selgitati, kuidas pandeemiaga muutus inimeste ostukäitumine ning tõusis e-kaubanduse kasv. Kõige selle juures on oluline roll sotsiaalmeedial, sest see kujundab inimeste hoiakuid ning mõjutab ostukäitumist. Arvatakse, et pikaajalisemad tarbijate ostukäitumise muutused on tegelikult alles kujunemas. Erinevad autorite ja uuringute kohaselt mõjutavad inimeste ostukäitumist erinevad sisemised ja välised tegurid, mis panevad paika tarbija toote ja brändi eelistused. Teguritena toodi välja vanus, pere, roll, staatus, amet, elustiil, taju, kultuur, sotsiaalne klass, traditsioonid, turundusmeetmed ning elustiil. Empiirilises osas leidis see kinnitust ning selgus, et kõige enam avaldavad tarbijale mõju sissetulek, elustiil, vanus ja eelnev positiivne või negatiivne ostukogemus. Pikaajalisemad tarbijate ostukäitumise muutused on alles kujunemas. Peaaegu pooled uuringus osalejatest kinnitasid, et pandeemia ei ole nende ostukäitumist muutnud, kuid järgmisi vastuseid analüüsides selgus, kuidas tegelikult on. Inimesed ei käi enam nii palju poes kui varasemalt ja oste planeeritakse rohkem. Sarnaselt varasematele uuringutele, leidis ka antud uuring kinnitust sellele, et järjest olulisem trend on keskkonnasõbralik tarbimine. Analüüsist selgus, et kõige enam kasutatakse poes käies oma ostukotti, peetakse oluliseks rohelist mõtteviisi ja keskkonnasõbralikke valikuid ostuotsuse langetamisel. Pandeemiaolukorras e-kaubanduse kasv. Inimesed külastavad kaupluseid vähem ning ostlevad pigem e-poes, samuti tellivad toitu kulleriga koju. Uuritavad kavatsevad pandeemia perioodi ostukäitumise üle võtta ning järgida seda ka edaspidi. Ostuotsuse langetamisel otsitakse infot Facebookist, Instagramist ja Youtube’st ning arvestatakse seal oleva tagasisidega. Positiivse tagasiside puhul otsustatakse toode osta, kuid negatiivse tagasiside puhul mitte. Suur mõju inimeste ostuotsuse langetamisel on ka sotsiaalmeedias ringlevatel reklaamidel. Lõputöö andis võimaluse selgitada välja tarbijate ostukäitumise muutused ja ostukäitumist mõjutavad tegurid ning anda soovitusi jaekaubandusettevõtetele müükide suurendamiseks. Lõputöös püstitatud eesmärgid ja ülesanded said täidetud.

The thesis was written on the topic of “Factors Influencing Consumers' Purchasing Behaviour in Retail”. The thesis consists of 63 pages with a title page, summary, introduction, contents, sources and annexes. Thesis has total of 18 drawings, 6 tables and it is prepared using 39 different sources. The thesis presented the different internal and external influences on purchasing decisions and described new emerging trends in consumers' purchasing behaviour with the impact of the COVID-19 pandemic. The problem with this topic stems from the fact that retailers are not able to adapt quickly enough to the changes in consumers' purchasing behaviour, which is holding back their sales growth. The aim of the thesis is to identify changes in consumers' purchasing behaviour and the factors influencing purchasing behaviour in order to increase sales in retail companies. Based on the aim and the research question, the following research objectives were set:

1. describe the development of consumers' purchasing behaviour based on theoretical sources;
2. point out new emerging trends in the change of consumers' purchasing behaviour;
3. based on the chosen methodology, conduct a questionnaire survey among consumers and analyse the collected data;
4. draw conclusions based on the analysis to improve the sales of retail companies. The research method used is quantitative. The data collection method used was a questionnaire survey, and the questions used in the questionnaire survey were based on theoretical views and the aim was to test the developed theories. The results of the questionnaire showed that consumers' purchasing behaviour is most influenced by income, lifestyle, age and previous positive or negative shopping experience. The analysis also showed that young people use more online shops and courier services during COVID-19, but older people tend to stick to their habits. Consumers are more likely to remember a good previous shopping experience when they visit a store in the future and are more likely to visit that store again. Consumers are willing to give positive feedback for a good experience, but are less willing to give negative feedback or they do not give any kind of feedback at all. Social media has a strong influence on consumers' decision-making, and the analysis showed that a high proportion of respondents pay attention to advertisements on social media and this influences their purchasing decision. In the COVID-19 period, people plan their shopping more carefully, monitor the price of the product, choose a cheaper product where possible and shop less, but with a larger shopping basket. To make a purchase decision, people search for information on Facebook, Youtube and Instagram. Online shops are primarily used to buy clothes, electronics and food. Environmentally friendly consumption is becoming more and more important – using your own shopping bag when going to the store, adhering to the green way of thinking and making environmentally friendly choices when making a purchase decision. Consumers consider the quality of the product, the price and the convenience of use as the most important factors in their purchasing decision. The following recommendations can be made to retailers to increase sales: Retailers could benefit from a social media account where they could introduce products and their company's activities, and preferably, these environments could be Facebook and Instagram. Today, owning an online shop and offering courier or parcel services to the 20 to 35 age group is an important success factors. It is beneficial to differentiate yourself from competitors in your assortment, for example by selling environmentally friendly products. Collecting both positive and negative feedback from consumers and make changes based on it. Providing opportunities for consumers to follow and adhere to hygiene rules in shops, creating a safe environment for customers and giving them the confidence to visit the shop. Sharing information about promotions and promotional campaigns via email, flyers and social media channels is important among women aged 20 to 35 years old The thesis provided an opportunity to identify changes in consumers' purchasing behaviour and the factors influencing purchasing behaviour, and to make recommendations to retail companies to increase sales. The objectives and tasks set in the thesis were achieved.