The Role of Installers for Thermo-Technical Installations when Buying Gas Boilers
Uloga montažera termo-tehničkih instalacija pri kupovini gasnih kotlova
Abstract
This study presents the research of role installers for thermo–technical installations when buying gas boilers in the Serbian market. Considering the fact that installers are significantly different, they are grouped by specific, relevant characteristics. The research is focused on the evaluation of marketing mix instruments by nine identified segments of installers. Moreover, research has been explored deeper through conclusion installers about the most important and most credible sources of information on gas boilers. During the research were used secondary and primary data sources. Besides the research at the table, field research has been also done by unstructured personal communication. All collected data were analyzed in details and both hypothesis were tested, where one of them is partially confirmed, and another one fully confirm. Given results can be useful for marketers and their anticipation of demand. Also these results can be used for creating optimal marketing strategy in the Serbian market of gas boilers.
Apstrakt
U radu je predstavljeno istraživanje uloge montažera termo-tehničkih instalacija pri kupovini gasnih kotlova na srpskom tržištu. S obzirom na činjenicu da se montažeri međusobno značajno razlikuju, izvršeno je njihovo grupisanje po određenim, relevantnim karakteristikama. Istraživanje je fokusirano na vrednovanje instrumenata marketing miksa od strane devet identifikovanih segmenata montažera. A zatim je istraživanje produbljeno, kroz izjašnjavanje montažera o najznačajnijim i najkredibilnijim izvorima informacija o gasnim kotlovima. Tokom istraživanja korišćeni su sekudarni i primarni izvori podataka. Osim kabinetskog istraživanja sprovedena su i istraživanja na terenu, i to putem nestrukturiranog ličnog komuniciranja. Detaljno su analizirani prikupljeni podaci od strane svih intervjuisanih montažera i testirane su obe istraživačke hipoteze, od kojih je jedna delimično, a druga potpuno potvrđena. Dobijeni rezultati će poslužiti kao dobra podloga marketarima pri anticipiranju tražnje, ali isto tako poslužiće im i pri kreiranju optimalnih marketing strategija na srpskom tržištu gasnih kotlova.
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