Vartotojo elgesio modeliavimas - nealkoholinių gėrimų marketingo tobulinimo pagrindas

Abstract

In this work consumer behavior is being analyzed and its importance for the improvement of marketing of refreshing drinks is evaluated. The goal of the work is to formulate theoretical assumptions for the creation of the model og loyal consumer behavior to refreshing drinks and identification of the main factors, which have some effect on it. The present situation in the chosen industry branch, refreshing drinks, is evaluated, the main data from the Lithuanian statistics department is described and analyzed. All analyzed models of consumer behavior are divided into three groups: classical, traditional and contemporary model. After thorough analysis one model of consumer behavior was chosen as the most suitable creating the model of a loyal consumer's of refreshing drinks behavior. This model is supplemented with the information about consumers' of refreshing drinks preferences. Necessary data was received after the research on the behaviour of the consumer of refreshing drinks. Having overviewed the collected information, literature resources and the data analysis, theoretical assumptions on the creation of the model of the loyal consumer's of refreshing drinks behavior are presented at the end of the work.