Hoiakud Aura mahlade suhtes firma sotsiaalprojektidest teadlike ja mitteteadlike seas
Date
2007
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Abstract
Description
Brand of Aura juice created by Ösel Foods Ltd and now belongs to A.le Coq Ltd as leading
juice brand in Estonia. In Aura juice marketing, there are cause related marketing elements
(Aura Water Theme Park in Tartu, Green Energy Project, Aura nature photo competition).
To know how consumers perceive Aura cause related marketing, author made 101 interviews,
in the year 2006. 51 of answerers were women and 50 were men. Answers show that Aura
juices are well-known to 89 people. 76 people consumed Aura juice itself. 14.5% of Aura
juice consumers consumed more than once per week, 20.0% consumed once per week, 31.6%
consumed twice per month, 21.1% consumed once per month and 7.9 consumed less than
once per month. 57% of Aura juice consumers estimate self as consistent consumer or
preferably consistent consumer.
Aura juice consumers know more about Aura social projects than non consumers. Nobody
regard negative to Aura supporting of social projects. Consciousness about Aura social
projects is very one-sided. 98.7% of Aura juice consumers and 84.6% of non consumers know
best Aura Water Theme Park in Tartu. 93.4% of Aura juice consumers and 92.3% of non
consumers know worst Green Energy Project.
Correlation analysis shows that there is no statistical essential coherence within frequency of
Aura juice consume and consciousness about Aura social projects. Also there are no statistical
essential coherence within frequency of Aura juice consume and attitude to Aura social
projects. Aura social projects make no essential affect to frequency of Aura juice consuming.
There can draw a conclusion that cause related marketing affects decisions of Estonian
consumer less than decisions of Western-Europe consumer. It can cause by lower living
standard in Estonia – Estonian consumer attention is directed to product price not to social
responsibility of product seller.
Keywords
H Social Sciences (General), bakalaureusetööd