Personalizuotos reklamos poveikis vartotojų elgsenai Pigu.lt pavyzdžiu

Abstract

Tyrimo objektas – vartotojų elgsena. Tyrimo tikslas – nustatyti ir įvertinti personalizuotos reklamos daromą poveikį vartotojo elgsenai. Tyrimo metodai. Tyrime buvo naudojami mokslinės literatūros analizės metodas ir kiekybinio tyrimo – anketinės apklausos – metodas. Tyrimo logika - Teorinėje dalyje, remiantis Lietuvos ir užsienio šaltiniais aprašoma personalizuotos reklamos samprata bei jos procesas. Taip pat apžvelgiama, kaip yra kuriamas personalizuotas pasiūlymas bei nagrinėjamas personalizuotos reklamos poveikis vartotojų elgsenai. Analitinėje darbo dalyje, pirmiausiai pateikiama kiekybinio tyrimo metodologija ir pristatoma tyrimui atlikti pasirinktos organizacijos bendra informacija. Tuo pačiu pristatoma kokybinio ir kiekybinio tyrimų rezultatai, apibendrinimai, išvados ir rekomendacijos.

Research objective – the impact of personalized advertising on consumer behavior. Research aim – to determine the impact of personalized advertising on consumer behavior. Research methods – the theoretical part analyzes on the scientific literature, articles related to the impact of advertising on consumer behavior. The method of quantitative research -questinnaire survey – was used for the research. Research logic - The first chapter analyzes the theoretical part based on Lithuanian and foreign sources, describes the concept of personalized advertising and its process. It also reviews how a personalized offer is developed and examines the impact of personalized advertising on consumer behavior. In the analytical part of the work, first of all, the methodology of quantitative research is presented and the general information of the organization selected for the research is presented. At the same time, the results, summaries, conclusions and recommendations of quantitative research are presented. Research conclusions – The results of the study show that personalized advertisements that advertise relevant products to customers have the greatest impact. The most noticeable ant positively rated advertisements are those that are useful to consumers and meet their needs, such advertisements can influence the consumer’s decision to buy. The most effective of these ads are found on social networks.