QUALITY CHARACTERISTICS ANALYSIS OF A PROMOTER

Tema diplomske naloge je usmerjena k analizi karakteristik kakovosti promotorke oziroma promotorja. Želimo ugotoviti katere karakteristike kakovosti so kupcem pri promotorki najbolj in katere najmanj pomembne, da bi bilo izvajanje promocije kar najbolj kakovostno in usmerjeno predvsem h kupčevim potrebam in željam. Raziskovali smo pomembnost primernega odnosa in komunikacije promotorke do kupca, kakšne naj bi bile njene osebne lastnosti, zunanja podoba, obleka in primeren čas ter kraj, kjer naj bi se promocijska dejavnost odvijala. Rezultat raziskave so ugotovljene karakteristike kakovosti, ki so kupcem pri promotorki in izvajanju njene dejavnosti najpomembnejše: primerna in vljudna komunikacija, znanje in strokovnost ter prijaznost. Rezultati kažejo, da so promotorke dobro sprejete, saj so pri kupcih zaželene in se jih na prodajnih mestih ne izogibajo. Ugotovljene karakteristike kakovosti lahko služijo kot smernice, ki naj bi jih imela promotorka za kakovostno delovanje. To pa bi bilo usmerjeno k željam kupca ter učinkovitejšim prodajnim rezultatom, v korist tako promotorke kot podjetja. Tako bi podjetje z upoštevanjem rezultatov, pridobljenih v raziskavi, s kakovostno storitvijo promocije na trgu ponujalo nekaj več ter obenem zadovoljilo tako potrebe kupcev kot lasten interes. V današnjem času, kjer se vsakodnevno srečujemo z novimi izdelki, pa je lahko dodatna kakovostna storitev, ki ustreza kupčevim željam, velik korak pred konkurenco. ABSTRACT The subject of this Diploma Thesis is focused on the quality characteristics analysis of a promoter. Our aim is to establish which quality characteristics of a promoter are more and which less important for customers, so that the performing of this service would be of the best quality and aimed mainly at the customers’ needs and desires. Our research was based mainly on the importance of a promoter’s appropriate attitude and communication to a customer, the establishing of a promoter’s personal characteristics, appearance, clothing and the appropriate time and location of a promotional activity. The result of the Diploma Thesis would be the outlined quality characteristics, which are thought by the customers to be the most important in a promoter and the performance of the activity: appropriate and polite communication, knowledge, expertise and kindness. The results show that promoters are in general well accepted, since they are welcomed among customers and are not being avoided in sales places by them. The established quality characteristics can serve as guidelines which the promoter should have for performing a quality activity. This would be aimed at customers’ desires and more effective sales results benefiting promoters as well as companies. With an additional quality service on the market, a company would, considering the results acquired in the research, offer a little more and at the same time satisfy customers’ needs as well as its personal interest. Today, as we meet new products on a daily basis, an additional quality service meeting customers’ needs can be a big step ahead of the competition.