Retail companies operating in Lithuania are very important for the national economy. Domestic consumption has remained one of the most important drivers of Lithuania’s economic development. The objective of this article is to investigate the customer preferences and to identify selected factors of shopping centers in Vilnius, Lithuania. The study of Vilnius shopping centers is based on a complex model that integrates the following factors: shopping center goods and services, customer service, image factors, physical factors, situational factors and demographic characteristics of target consumers. Expert interviews aimed to determine the customer preference factors by perception of professional experts in relation to the phenomenon under study. The consumer survey questionnaire focuses on all the identified factors that determine the choice of a shopping center. This article identifies theoretical factors for the selection of retail shopping centers, reviews the market trends and peculiarities of Vilnius shopping centers, evaluates the factors for the selection and assess functional, emotional and communicational consumer preferences for the choice of Vilnius shopping centers.
AnotacijaStraipsnyje nagrinėjamas suinteresuotųjų šalių dalyvavimas vystant miesto prekės ženklą. Mokslo šaltinių analizės pagrindu apibūdinti suinteresuotųjų šalių ir jų dalyvavimo bei paties miesto prekės ženklo teoriniai kontekstai. Empiriniame tyrime išnagrinėti visi esami Lietuvos 8 miestų prekių ženklų vystymo patvirtinti dokumentai, visų 60 Lietuvos savivaldybių strateginiai plėtros planai, 15 ekspertų interviu rezultatai. Vadovaujantis mokslo šaltinių analize ir empirinio tyrimo rezultatais, identifikuotos pagrindinės suinteresuotosios šalys, dalyvaujančios miesto prekės ženklo vystymo veiklose, išskirti šeši miesto prekės ženklo elementai, apibūdintos šių elementų charakteristikos.Pagrindiniai žodžiai: miesto prekės ženklas, suinteresuotosios šalys, dalyvavimas, vystymas. ĮvadasTyrimo aktualumas. XXI amžiuje vis didesnę svarbą įgyja miesto prekės ženklo (angl. City brand) vystymas, kai miestas (teritorija, valstybė, geografinė vietovė) tampa savotišku produktu, kurį galima patraukliai "parduoti". Miesto marketingas (angl. City marketing), kuris iš pradžių buvo traktuojamas kaip paprastas miesto ir jo traukos objektų rėmimo priemonių taikymas, palaipsniui išaugo į marketingo veiklas, kuriose ne tik daug dėmesio skiriama marketingo komplekso sudarymui ar rinkos tyrimams, bet ir suinteresuotųjų šalių (angl. Stakeholder) dalyvavimui, siekiant strateginių tikslų.Miesto prekės ženklo vystymo veiklose dalyvauja nemažai suinteresuotųjų šalių, kurios turi bendrąjį interesą ir išreiškia tam tikrą poziciją ir tikslus vystant miesto prekės ženklą. Šiame procese dalyvauja skirtingos suinteresuotosios šalys (pvz., gyventojai, verslininkai, miesto valdžia ir kt., turintys
In today’s world, the choice of a profession and professional career planning are becoming very important processes in young persons’ life, during which they make a decision, influencing their future. The first real encounter with the problem of the career choice takes place at school, when a student has to choose study subjects or an educational profile. Later, future students analyse what study programme or higher education institution to choose. There are numerous reasons and factors determining graduates’ choice. The aim of the conducted study is to disclose prospective students’ motives, choosing the study programme and the higher education institution (in this case, Siauliai University in Lithuania). The applied research method is an online survey, using a semi-structured questionnaire. Research results also disclose the quality of providing information about studying possibilities. According to the research results, prospective students clearly knew in which higher education institution they would study and what specific programme they would choose. The main source of information choosing studies was information provided on the website of the institution; friends’ recommendations were also relevant. Choosing a particular higher education institution, the main motives were personal and the ones directly related to the higher education institution: the wish to study close to home, urban infrastructure, the learning environment and teachers. The choice of a concrete study programme was determined by early career dreams, attractiveness and interest of the study programme as well as employment opportunities.
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