RAZISKAVA TRŽIŠČA ZA UVAJANJE NOVE STORITVE

• Main Author: Pajančič, Niko
• Other Authors: Radonjič, Dušan
• Format: Bachelor Thesis
• Language: Slovenian
• Published: N. Pajančič 2011
• Subjects: Ključne besede: marketing; pralnica; čistilnica; raziskava trga; nova storitev; uvajanje nove storitve.; marketing; laundry; laundry facilities; market research; new service; introduction of a new service.; info:eu-repo/classification/udc/339.13; sami
• Online Access: https://dk.um.si/IzpisGradiva.php?id=19486; https://dk.um.si/Dokument.php?id=23606&dn=; https://plus.si.cobiss.net/opac7/bib/10817308?lang=sl

Tematika raziskave tržišča spada na področje marketinga, poudarek raziskave je na raziskovanju potencialnih odjemalcev, katere smo omejili na geografsko področje Maribora, z ožjo okolico. Raziskovali smo navade potrošnikov v zvezi s pranjem in čiščenjem perila. Ugotavljali smo kakšen odnos do dela v zvezi s pranjem, likanjem in sušenjem imajo potencialni uporabniki, ter koliko sredstev porabijo za čistilnico in pralnico. Selekcionirali smo posamezne kose perila, ki jih perejo oziroma čistijo, ter kako pogosto. Ugotovili, koliko bi bili pripravljeni plačati za storitev od doma do doma. Kar pomeni zgolj prevzem na domu in povratno dostavo na dom. Storitev je drugačna od ostalih na tem področju in si bo v prihodnosti zagotovo ustvarila prostor na trgu. Saj smernice načina življenja kažejo, da rutinska dela, katera so včasih opravljali doma, danes več ne. Najemajmo strokovnjake zaradi strokovne zahtevnosti dela, katera več nismo sposobni opraviti sami. Zaradi preobremenitve postajajo gospodinjska dela breme in zmanjkuje časa za dela v lastnem domu. Hiter in stresen način življenja spreminja naše navade in s tem potrebo po novih in drugačnih storitvah. Raziskava je ovrgla dve trditvi in sicer, odstotek anketirancev katerim je delo v zvezi s pranjem, sušenjem in likanje perila nezaželeno je 50%. Predvidevali smo, da bo odstotek višji in sicer 75%. Kljub temu pridobljeni podatki kažejo, da je polovica takšnih, kateri bi bili pripravljeni pod določenimi pogoji sprejeti našo storitev, saj bi s tem olajšali svoje delo. Druga ovržena trditev se nanaša na odstotek pranja v pralnici. Predvidevali smo, da 25 % anketirancev že uporabljal pralnico perila. Rezultati so pokazali, da samo 6% gospodinjstev, delno pere perilo v pralnici, ostalih 94% pa se poslužuje pranja perila doma. Raziskava je potrdila tretjo trditev. Potencialnim uporabnikom so najpomembnejši dejavniki kakovost, cena ter hitrost opravljene storitve. Prav tako med pomembne dejavnike spada vonj čistega perila, ter storitev od doma do doma. Popolnoma nepomembnih dejavnikov nismo odkrili, lahko pa trdimo, da na odločitev o uporabi naše storitve v najmanjši meri vpliva embalaža za prevzem in oddaja, ter ekološko pranje perila. Na podlagi pridobljenih rezultatov lahko predpostavljamo dvoje: 1. Na trgu ni možnosti uvedbe pralnice perila, saj ljudje perejo zgolj doma 2. Na trgu je prostor za novo storitev, saj jo ljudje še ne uporabljajo in z njo niso seznanjeni. The topic of market research lays within the field of marketing, where the emphasis is on the research of the potential consumers, which we limited on the area of Maribor. We have studied the consumer's practice of laundry. We identified what relationship does potential consumers have towards washing, ironing and drying, and how much they spend. We selected individual pieces of clothes and establish the frequency of their washing. We found out, how much money they would be willing to spend, to use the service that picks up their dirty laundry at their house and returns it cleaned. The service is a bit different than all the others and will surely make an impact on the market. The way of today’s life confirms the fact that most of the chores that use to be done at home are now done somewhere else. We hire experts because of the difficulty of the work, which we are not able to do. Stressful life makes the house chores even more difficult and time-consuming. It changes our way of living and our needs for different services. The research disproved two arguments. The percentage of respondents that see the process of washing, ironing and drying clothes as unwanted is 50%, which is lower than we expected (75%). However, the data show that half of the respondents would use our service under certain conditions, as it would make their job easier. The second disproved argument is the percentage of households washing their laundry in laundry facilities, rather than at home. We expected that 25% of all households are using laundry services, but the results showed that only 6% of them uses such services, the other 94% wash their laundry at home. The research confirmed the third argument. Quality, price and time of the service are the most important factors to the potential customers. The scent of the washed laundry and the possibility of the home-to-home service are also two important factors. We did not find any unimportant factors, but we can say that the least relevant are the packaging of the laundry and environmentally friendly service. On the basis of the results we can conclude: 1. There is no opportunity for existing laundry services on the market, because people mostly do their laundry at home. 2. There is an opportunity for a different service, because people are not using it yet and are not acquainted with it.