Patērētāju uzvedība un to ietekmējošie faktori jauniešu piesaistei NVO aktivitātēm
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Date
2022
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Maģistra darba nosaukums ir “Patērētāju uzvedība un to ietekmējošie faktori jauniešu piesaistei NVO aktivitātēm”. Lai jaunatnes NVO labāk izprastu savu patērētāju aktivitāšu apmeklēšanas paradumus, plānotu savu darbu, mērķtiecīgi domātu par jauniešu piesaisti, ir veikts pētījums par patērētāju (jauniešu) uzvedības ietekmējošiem faktoriem jaunatnes NVO aktivitāšu apmeklējuma veicināšanai. Pētījuma mērķis ir, pamatojoties uz teorētiskajām atziņām par patērētāju uzvedību un empīrisko pētījumu par patērētāju uzvedības ietekmējošajiem faktoriem NVO aktivitāšu izvēlē, noskaidrot jauniešu uzvedības ietekmējošos faktorus NVO pasākumu apmeklēšanai.
Maģistra darbā ir pielietotas šādas pētījuma metodes: monogrāfiskā metode, sekundāro datu analīzes metode, kvantitatīvā un kvalitatīvā pētījumu metode, aprakstošā statistikas un loģiski konstruktīvā metode.
Darbs strukturēts trīs daļās, kur pirmajā daļā autore analizējusi akadēmisko literatūru un zinātniskos rakstus par patērētāju uzvedību un tās ietekmējošiem faktoriem. Darba otrajā daļā raksturotas nevalstiskās organizācijas un to galvenais tiesisko virzienu regulējums, kā arī izpētīts jaunatnes NVO aktivitāšu patēriņš un pieejamo aktivitāšu piedāvājums. Savukārt darba trešajā daļā, balstoties uz ekspertu un jauniešu aptauju, izstrādāta shēma jauniešu piesaistei NVO pasākumu apmeklēšanai.
Kopumā pētījums ļauj secināt, ka jauniešu uzvedību, izvēloties NVO aktivitātes ietekmē dažādi faktori, no kuriem var izcelt psiholoģiskos, personiskos un sociālos faktorus. Lai arī nevar ignorēt nevienu no faktoriem, jo nav zināms, kurā no pirkuma izdarīšanas posmiem, kura faktora ietekme būs vislielākā, kā nozīmīgākie ietekmējošie faktori NVO pasākumu apmeklēšanai jauniešiem ir draugu ieteikumi apmeklēt pasākumus, pasākuma tēma, kas sakrīt ar interesēm, jaunieša viedoklis par pasākumu un NVO, kas organizē pasākumu. Kā vislabākais izplatīšanas kanāls ir atzīts sociālo tīklu mediji.
Jaunieši vislabprātāk izvēlas apmeklēt tādus pasākumus, kas ir vērsti uz sportiskām aktivitātēm vai fizisku iesaistīšanos un galvenokārt notiek brīvā dabā. NVO piedāvāto pakalpojumu klāsts jāpaplašina ar pasākumiem, kas uzlabo garīgo veselību un labsajūtu, lai tajos iespējams apgūt jaunas zināšanas un praktiskas dzīves prasmes. Samērīgo ieviešanas izmaksu apjoms ļauj tās ieviest NVO aktivitāšu plānā tuvākā gada laikā.
Darba apjoms ir 79 lappuses, darbs ilustrēts ar 2 attēliem un 9 tabulām, satur 20 pielikumus un 65 izmantotās literatūras un informācijas avotu vienības.
The topic of the Master’s thesis is ‘Consumer behaviour and its influencing factors for youth engagement in NGO activities.’ In order for youth NGOs to better understand the activity attendance habits of their consumers, plan their work, think purposefully about attracting young people, a study has been conducted on the factors influencing consumer (youth) behaviour to facilitate the attendance of youth NGO activities. The aim of the research is to find out the factors influencing youth behaviour for NGO activity attendance, based on theoretical findings on consumer behaviour and empirical research on the factors influencing consumer behaviour in choosing NGO activities. The following research methods have been used in the Master's thesis: monographic method, secondary data analysis method, quantitative and qualitative research method, descriptive statistical and logical construction method. The work is structured in three parts, where in the first part the author has analysed the academic literature and scientific articles on consumer behaviour and the factors influencing it. The second part of the work describes non-governmental organizations and their main legal regulations, as well as how much the youth is engaged in NGO activities and the offer of available activities. In the third part of the work, based on a survey of experts and young people, a plan for attracting young people to attend NGO activities has been developed. In general, the study suggests that young people's behaviour in choosing NGO activities is influenced by various factors, from which psychological, personal and social factors can be highlighted. Although none of the factors can be ignored, as it is not known which factor will have the greatest impact and at which stage of the purchase, the most important youth influencing factors for attending NGO activities are friends' recommendations to attend events, the topic of the event coincides with their interests, a young person’s view on the activities and the NGO organizing the event. Social media is recognized as the best distribution channel. Young people prefer to attend events that focus on sports or other physical activities and are mainly open-air. The range of services offered by NGOs should be expanded with events to improve mental health and well-being, so that new knowledge and practical life skills can be acquired. The reasonable amount of implementation costs allows it to be implemented in the NGO activity plan in the coming year.
The topic of the Master’s thesis is ‘Consumer behaviour and its influencing factors for youth engagement in NGO activities.’ In order for youth NGOs to better understand the activity attendance habits of their consumers, plan their work, think purposefully about attracting young people, a study has been conducted on the factors influencing consumer (youth) behaviour to facilitate the attendance of youth NGO activities. The aim of the research is to find out the factors influencing youth behaviour for NGO activity attendance, based on theoretical findings on consumer behaviour and empirical research on the factors influencing consumer behaviour in choosing NGO activities. The following research methods have been used in the Master's thesis: monographic method, secondary data analysis method, quantitative and qualitative research method, descriptive statistical and logical construction method. The work is structured in three parts, where in the first part the author has analysed the academic literature and scientific articles on consumer behaviour and the factors influencing it. The second part of the work describes non-governmental organizations and their main legal regulations, as well as how much the youth is engaged in NGO activities and the offer of available activities. In the third part of the work, based on a survey of experts and young people, a plan for attracting young people to attend NGO activities has been developed. In general, the study suggests that young people's behaviour in choosing NGO activities is influenced by various factors, from which psychological, personal and social factors can be highlighted. Although none of the factors can be ignored, as it is not known which factor will have the greatest impact and at which stage of the purchase, the most important youth influencing factors for attending NGO activities are friends' recommendations to attend events, the topic of the event coincides with their interests, a young person’s view on the activities and the NGO organizing the event. Social media is recognized as the best distribution channel. Young people prefer to attend events that focus on sports or other physical activities and are mainly open-air. The range of services offered by NGOs should be expanded with events to improve mental health and well-being, so that new knowledge and practical life skills can be acquired. The reasonable amount of implementation costs allows it to be implemented in the NGO activity plan in the coming year.
Description
Starptautiskā mārketinga un biznesa vadība
Management of International Marketing and Business
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Management of International Marketing and Business
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
Patērētāju uzvedība, patērētāju uzvedības ietekmējošie faktori, patērētāju uzvedības psiholoģiskie pamati, lēmuma pieņemšanas process, NVO pasākumi., Consumer behavior, factors influencing consumer behavior, psychological bases of consumer behavior, decision-making process, NGO activities.