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Type of publication: Straipsnis konferencijos medžiagoje kitose duomenų bazėse / Article in conference proceedings in other databases (P1c)
Field of Science: Vadyba / Management (S003)
Author(s): Pilelienė, Lina;Zikienė, Kristina
Title: Research of factors influencing different generations customers’ switching behaviour in farmers’ markets in Lithuania
Is part of: Economic science for rural development 2019: proceedings of the 20th international scientific conference, Jelgava, 9-10 May 2019. No. 51: Integrated and sustainable regional development marketing and sustainable consumption. Jelgava : Latvian university of agriculture, 2019
Extent: p. 323-329
Date: 2019
Series/Report no.: (Integrated and sustainable regional development marketing and sustainable consumption. no. 51 2255-9930)
Note: ISSN 1691-3078 print. ISSN 2255-9930 online
Keywords: Ūkininkų turgeliai;Rinkodaros priemonės;Skirtingų kartų vartotojai;Vartotojų perjungimo elgesys;Farmers’ markets;Marketing measures;Different generations’ customers;Customer switching behaviour
Abstract: Farmers’ markets are gaining popularity in Lithuania by encouraging people to choose locally produced, healthier, and more authentic products than in conventional shops or shopping centres. However, the competition is intensifying and consumer attraction and retention becomes a priority task for many vendors in the markets. Considering market as non-homogenous, different marketing measures have to be applied for every market segment in order to meet customer needs and expectations. One of the ways for segmenting consumer markets is dividing them by generations. The scientific discussion about the factors influencing different generations’ customers switching behaviour is still scarce; therefore, the scientific problem solved in the manuscript is: what factors influence different generations’ customers switching behaviour in farmers‘ markets in Lithuania? To solve the problem, the aim of the research is to assess the factors influencing different generations‘ customers switching behaviour in farmers‘ markets in Lithuania. Questionnaire survey is provided to determine the factors affecting different generations’ customer switching behaviour. Research results enabled naming common factors supporting and repressing customer switching behaviour; also, generation-specific factors were determined. Based on research results, vendors in farmers’ markets in Lithuania can plan and implement marketing activities better corresponding to their customer profile
Affiliation(s): Ekonomikos ir vadybos fakultetas
Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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