The influence of the factors of consumers behaviour on the process of making the decision to buy (according to the example of the JSC "Fankas" and ko). Master’s work

Relevance of the work. Basically the varied state economical system changes the consumers’ behaviour. Within the market economy dominate various manufacturers those being competitive in regard of each other are seeking to attract a consumer. An opportunity to choose changes consumer’s behaviour. In such situation a consumer sometimes doesn’t realise why he purchases items of some sort. Often his behaviour is influenced not only with various environmental factors but also with his personal assurances and values. The problem of the work. As certifies J. Stankevičienė (2004) the consumers’ behaviour is the dynamic social cultural appearance, therefore the studies of such problem regardless an abundance of the accomplished researches remain not only relevant but also their relevance is expanding gradually. Even those researches which were accomplished within the developed countries as concerns of social cultural context can little help while understanding the behaviour of analogous consumers within the countries having the diminutive life experience under the market circumstances. Hence the problem and goal formatted at work are important. In these latter years have appeared more scientific monographs, articles in Lithuanian language analysing the aspects of consumers’ behaviour, but this is still actual theoretical and practical problem. UAB “Fankas“ ir ko that specializes in the field of sport services is also collecting and renovating information about their clients, but company today can’t state what factors of consumers’ behaviour determining the process of acceptance of decision to bye are the most important while forecasting the tendencies of services purchasing. After the assessment of the factors influencing the consumers’ behaviour will be made company hopes that it will be possible to apply marketing decisions concerning even better appeasement of consumers’ demands and implementation of own purposes more effectively. The object of the work. The process of acceptance of decision to bye made by UAB „Fankas“ir ko. The purpose of the work. To estimate the factors of consumers’ behaviour influencing the services purchasing decision made by UAB „Fankas“ir ko. The task of the work: 1) to explore the process of acceptance of the decision to purchase considering the theories of consumers‘ behaviour; 2) to signify the main factors of consumers’ behaviour influencing the process of acceptance of decision to purchase; 3) To establish the methodology of research of the factors influencing the decision of services purchasing; 4) to signify and to describe the factors influencing the decision to purchase made by UAB „Fankas“ ir ko. The methods of the research: systematic and analytical analysis of scientific literature sources; the observational method was applied for the gathering of qualitative data; the qualitative data were obtained while applying the inquiry (questioning) method; the data of the research were processed while applying SPSS statistical. program of data processing. The logical structure of the research. The structure of the research is determined by the consistent sequence of the task intended for the implementation of goals. The first stage- was analysed the object of consumers’ behaviour in regard of other fields of science; was evaluated the multiplicity of the models of consumers’ behaviour; were unfolded the factors determining the consumers’ behaviour those influence the process of acceptance of decision to purchase. The second stage- were unfolded the research projection and organisation procedures of UAB „Fankas“ ir ko consumers’ behaviour influencing the process of acceptance of decision to purchase those have determined the choice of research extent and methods. The third stage- were summarized the results of UAB „Fankas“ ir ko consumers’ behaviour research, were identified and assessed the basic factors influencing the process of acceptance of decision to purchase. Conclusion. The consumers’ behaviour is fairly complicated culturally determinable object of trans discipline researches, therefore it must be analyzed while integrating theories and opinions concerning various sciences. Most of the consumers’ of UAB „Fankas“ were purchasing the services considering two the most important reasons: the reason of health improvement and body building and also dependence on the purchased services (a person fancies the idea to receive the favour from the side of the group which is the object of his/her desire to identify himself/herself). After the summarization of the obtained results it is possible to state that the majority of the consumers of UAB „Fankas“ were interested in the information associated with the comfort (regarding the place of sale), also about the representative condition of the services (quality, features, the prestige of the company, the qualitative degree of coaches). The recommendations: The individual communication and contact with the client and the reinforcement of marketing factors (to reinforce two the main reasons- body building and dependence on) will increase the contingent of loyal clients