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Sales Environment Effect on Visitors on the Example of Tallinna Kaubamaja AS
No full textMüügikeskkonnal on oluline roll tarbija ostukäitumise kujundamisel, kuna see mõjutab tarbijate tajumist, emotsioone ning lõppkokkuvõttes nende ostuotsuseid.
Käesoleva lõputöö eesmärgiks oli uurida müügikeskkonna ja selle elementide mõju külastajatele, kes külastavad Tallinna Kaubamaja naistemaailma, ning kuidas müügikeskkonna elemendid mõjutavad tarbija ostukäitumist. Uurimistöö koostamisel töötas autor läbi erinevaid kirjalikke allikaid ja teooriaid, et välja selgitada, milline müügikeskkonna element avaldab teoorias mõju ostjale. Eesmärgi täitmiseks püstitas autor järgmised ülesanded: töötada läbi teoreetiliste materjal, teostada müügikeskkonna diskreetne vaatlus, viia läbi intervjuud ja ringkäik juhtivtöötajatega, analüüsida vaatluste ja intervjuude tulemusi, teha tulemuste põhjal järeldused ja ettepanekud müügikeskkonna parendamiseks.
Uurimistöö metoodikana kasutas autor vaatlust ja intervjuusid. Vaatluse käigus jälgis autor diskreetselt kaupluse külastajaid ning tegi märkmeid nende liikumise ja tegevuste kohta. Lisaks viis autor läbi intervjuud Tallinna Kaubamaja juhtivtöötajatega, kes on seotud naistemaailmaga, et saada põhjalik arusaam sellest, kuidas müügikeskkond mõjutab külastajate ostukäitumist ja rahulolu. Nii teooria põhjal kui ka läbiviidud vaatluse põhjal selgub, et väga oluline on muuta müügikeskkond meeldivaks ja mugavaks. Iga väiksemgi detail mängib siin olulist rolli. Kuigi ostjad sellele teadlikult tähelepanu ei pööra, siis alateadlikult minnakse sinna tagasi, kus oli hea kogemus ja meeldiv olla.
Vaatluse eel tutvus autor põhjalikult Tallinna Kaubamaja naistemaailma müügisaali ja selle plaaniga. Samuti toimus vabas vormis vestlus ja ringkäik teenindusjuhiga, et vaatluse eel paremini tutvuda töökorraldusega osakonnas ja selle nüanssidega, millele vaatluse käigus tähelepanu pöörata. Juhtivtöötajatega läbi viidud intervjuude eesmärgiks oli põhjalikumalt aru saada asjaoludest, mida on jälgitud uue naistemaailma loomisel, millistele teguritele pööratakse suuremat tähelepanu ja kuidas töö toimub ühes müügitsüklis ehk siis aasta jooksul.
Vaatluse tulemuste põhjal selgus, et naistemaailma uuenduslik kontseptsioon järgib parimaid praktikaid, pakkudes külastajatele meeldivat ja mugavat ostukogemust. Müügikeskkond on atraktiivne, hästi valgustatud ja organiseeritud, pakkudes klientidele piisavalt ruumi ja liikumisvabadust. Teenindus on professionaalne ja abivalmis ning müügipersonal on põhjalikult koolitatud. Turundusüritused ja ajakiri "Hooaeg" täiendavad ostukogemust, pakkudes klientidele inspiratsiooni ja teavet uute trendide kohta. Samas leidub veel võimalusi, et muuta iga ruutmeeter kasumlikumaks ja tulutoovamaks.
Tulemustest selgub, et müügikeskkonnal on suur mõju tarbija ostukäitumisele, ning ettevõtted nagu Kaubamaja AS arvestavad selle teadmisega ja tarbija tagasisidega, kujundades nende teadmiste põhjal oma müügikeskkonda, et soodustada seeläbi positiivset ostukogemust ning anda impulssostude tegemisele hoogu juurde. Meeldiv keskkond on tänases ühiskonnas väga tähtsal kohal, sest klientide hoidmine ja uute klientide leidmine on iga ettevõtte edu võti, eriti olukorras, kus kaubanduskeskusi on väga palju, kuid majanduslik olukord viitab pigem ettevaatlikumale tarbimisele. Lisaks hindavad tarbijad väga mugavust. Samuti jätkab e kaubandus oma võidukäiku.
Töö autor tegi mitmeid ettepanekuid ja soovitusi, et parandada veelgi müügikeskkonna efektiivsust ja klientide rahulolu. Näiteks soovitas autor muuta Tallinna Kaubamaja naistemaailma väljapanekut osakonda sisenemisel ning kaaluda liikumistrajektooride muutmist, et suunata klientide tähelepanu toodetele. Samuti soovitas autor kaaluda kohvikuala muutmist või osalist eraldamist, et see ei tõmbaks liigselt pilke ning suunaks rohkem tähelepanu toodetele, mis on kohviku vahetus läheduses. Kõik tehtud ettepanekud lähtuvad vaatluse põhjal tehtud järeldustest, mille eesmärgiks on veelgi toetada ja tugevdada Tallinna Kaubamaja kui ühe Tallinna juhtiva ostukeskuse kuvandit.
Töö autor tõdes vaatlust tehes ja intervjuusid läbi viies, et müügikeskkond ja selle elemendid on väga olulised ning määrava tähtsusega klientidele meeldiva ostukogemuse loomisel. Lõputöö näitas, et Kaubamaja AS müügikeskkond on hästi läbimõeldud ja pakub klientidele meeldivat ostukogemust, mis on oluline tegur ettevõtte konkurentsivõime ja edu tagamisel.The title of the thesis is „Sales Environment Effect on Visitors on the Example of Tallinna Kaubamaja AS“
The visual, auditory, sensory, and other elements of the sales environment influence visitor behavior and impact consumer experience. Designing sales environments is of critical importance to companies because it directly affects visitors' perceptions and purchasing behavior. The aim of this research is to identify and analyze the elements of the sales environment and understand their role in visitors' perceptions and purchasing behavior. The research is conducted at Kaubamaja AS, one of Estonia's leading retail companies, where the company's sales environment has been crucial for achieving sustained success and customer loyalty. Tallinna Kaubamaja has been operating in the Estonian market for over sixty years, remaining one of Estonia's leading retail companies, offering a wide range of products from clothing to household goods. The purpose of this thesis is to examine the impact of sales environment stimuli on visitors to Tallinna Kaubamaja stores.
The main objective of the thesis is to provide an overview of the different elements of the sales environment and their impact on visitors, using the example of AS Kaubamaja's women's world. The study is based on the research questions: what are the most important elements of the sales environment, and how much do they influence consumers?
To achieve the objectives of the thesis, a theoretical framework is presented initially. Then, the results of observations and interviews are described, analyzed, and conclusions and proposals for further improving the customer experience are made.
The theoretical part extensively discusses what constitutes an ideal sales environment to make the customer feel comfortable and at ease. The elements of the sales environment are divided into three categories: design elements, ambient elements, and social elements. Design elements are visually noticeable, ambient elements are perceived through other senses, and social elements include people present in the sales environment and their behavior. There is a significant focus on the women's segment, as this demographic constitutes a large portion of the store's customer base. Additionally, they often make purchases not only for themselves but also for their families: children and spouses. Tallinna Kaubamaja's innovative concept for the women's world, distinguished by its bright, trendy, and vibrant approach, meticulously follows best practices to maintain loyal customers and attract new potential visitors. Considering the intense competition in the Estonian retail landscape, an attractive, innovative, and convenient sales environment is strategically essential for the company.
Undoubtedly, another crucial factor in the sales environment is the sales personnel. The women's world area is staffed with a sufficient number of attendants who are trained and helpful, allowing customers to move freely until they seek assistance.
The methodology used in this thesis combines discrete observation and structured interviews. The observation is based on the floor plan provided by Kaubamaja AS, and the author participates in the observation process discreetly and attentively, making notes and monitoring visitors without interrupting their activities. Interviews were conducted with three employees associated with the Tallinna Kaubamaja women's world department: 1) development manager Liina Männama, 2) women's department display manager Ülle Mehik, and 3) retail manager Kätlin Häninen.
As a result of the observation, it was evident that women shopping at Kaubamaja feel comfortable there. They have enough space to move around, except during promotions, and the product selection is extensive. The sales environment is modern, with well-organized product placement and easy accessibility to different zones, spacious layout, and a pleasant atmosphere. Since the women's world is divided based on customer groups, there is no need to navigate through the entire women's area; finding desired brands and products is easy.
Based on observations and interviews, suggestions were made to attract more customer attention and increase sales: diversify customer movement trajectories, reduce the prominence of the café view in the sales hall, and vice versa, introduce interactive screens, update mirrors in the laundry world, and make the outerwear zone more attractive.
As a result of the observation, it can be said that customers in Tallinna Kaubamaja's women's world feel comfortable in the sales environment. They have enough space to move around, and the zoned store area helps them find their way to the right products effortlessly. Interviews with senior employees revealed that Tallinna Kaubamaja is continually evolving and always aims to provide the best for its customers. Every effort is made to consider current trends, customer opinions, and sales environment elements that ensure pleasant shopping experiences.
In summary, the elements of the sales environment influence consumers and their purchasing behavior. In the case of Tallinna Kaubamaja's women's world, this influence is undoubtedly positive, as the sales hall design takes into account all the essential nuances that influence customers to stay longer and make purchases
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Get PDFWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Dispelling the Myths Behind First-author Citation Counts
Get PDFWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
koamabayili/VECTRON-author-checklist: VECTRON author checklist
No full textWe have done our best to complete the author checklist relating to the use of animals in the hut study. Note that the objective for the hut study was to evaluate the IRS treatment applications for residual efficacy against Anopheles mosquitoes, including the local An. coluzzii mosquito population. Cows were only used to attract mosquitoes into the huts and no tests were carried out directly on the cows. The author checklist is intended for use with studies where experiments are carried out on animals, which is why we have had such difficulty in completing this for the hut study, as many of the questions do not relate to how the cows were used
Author-wise bibliometric analysis based on entropy.
No full textAuthor-wise bibliometric analysis based on entropy.</p
Author Under Sail The Imagination of Jack London, 1893-1902
No full textIn Author Under Sail, Jay Williams offers the first complete literary biography of Jack London as a professional writer engaged in the labor of writing. It examines the authorial imagination in London's work, the use of imagination in both his fiction and nonfiction, and the ways he defined imagination in the creative process in his business dealings with his publishers, editors, and agents. In this first volume of a two-volume biography, Williams traverses the years 1893 to 1902, from London's "Story of a Typhoon" to The People of the Abyss. The Jack London who emerges in the pages of Author Under Sail is a writer whose partnership with publishers, most notably his productive alliance with George Brett of Macmillan, was one of the most formative in American literary history. London pioneered many author models during the heyday of realism and naturalism, blurring the boundaries of these popular genres by focusing on absorption and theatricality and the representation of the seen and unseen. London created an impassioned, sincere, and extremely personal realism unlike that of other American writers of the time. Author Under Sail is a literary tour de force that reveals the full range of London as writer, creative citizen, and entrepreneur at the same time it sheds light on the maverick side of machine-age literature.Intro -- Title Page -- Copyright Page -- Dedication -- Contents -- Acknowledgments -- Introduction -- 1. Spirit Truth -- 2. From Absorption to Theatricality and Back Again -- 3. "I Will Build a New Present" -- 4. Sons as Authors -- 5. Fathers as Publishers -- 6. The Daughter as Author -- 7. Lovers as Authors -- 8. At Sea with the Family -- 9. Yellow News, Yellow Stories -- 10. The Return Home -- Notes -- Bibliography -- Index -- About Jay WilliamsIn Author Under Sail, Jay Williams offers the first complete literary biography of Jack London as a professional writer engaged in the labor of writing. It examines the authorial imagination in London's work, the use of imagination in both his fiction and nonfiction, and the ways he defined imagination in the creative process in his business dealings with his publishers, editors, and agents. In this first volume of a two-volume biography, Williams traverses the years 1893 to 1902, from London's "Story of a Typhoon" to The People of the Abyss. The Jack London who emerges in the pages of Author Under Sail is a writer whose partnership with publishers, most notably his productive alliance with George Brett of Macmillan, was one of the most formative in American literary history. London pioneered many author models during the heyday of realism and naturalism, blurring the boundaries of these popular genres by focusing on absorption and theatricality and the representation of the seen and unseen. London created an impassioned, sincere, and extremely personal realism unlike that of other American writers of the time. Author Under Sail is a literary tour de force that reveals the full range of London as writer, creative citizen, and entrepreneur at the same time it sheds light on the maverick side of machine-age literature.Description based on publisher supplied metadata and other sources.Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, YYYY. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
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