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

Citation