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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Helistekangas, Matias", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-07-29T05:04:51Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-07-29T05:04:51Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/65122", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "V\u00e4hitt\u00e4iskaupan alan yksi suurista muutoksista on ollut kaupan merkkien\r\nilmestyminen valikoimaan ja niiden voimakas maailmanlaajuinen kasvu.\r\nSuurimmat syyt niiden kasvussa ovat olleet muutokset kulutustottumuksissa,\r\nkaupan merkkien hinnat ja hy\u00f6dyt sek\u00e4 kasvanut kilpailu. Samaan aikaan kaupan\r\nmerkkien koettu laatu on my\u00f6s parantunut.\r\nT\u00e4m\u00e4n tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, mist\u00e4 kaupan merkkien\r\nkoettu laatu on muodostunut ja verrata havaintoja valmistajan merkkiin. Koettu\r\nlaatu muodostuu tuotteen sis\u00e4isten ja ulkoisten ominaisuuksien\r\nyhteisvaikutuksesta ja tavoitteena on havaita, miten n\u00e4m\u00e4 ominaisuudet\r\nvaikuttavat kaupan merkin ja br\u00e4ndituotteen kohdalla. Kaupan merkin koetun\r\nlaadun muodostumista ymm\u00e4rt\u00e4m\u00e4ll\u00e4 pystymme paremmin ymm\u00e4rt\u00e4m\u00e4\u00e4n niiden\r\nmaailmanlaajuista kasvua.\r\nTutkimus suoritettiin kvantitatiivisesti kyselylomakkeen ja koeasetelman\r\navulla. Tutkimukseen osallistuneet jaettiin nelj\u00e4\u00e4n ryhm\u00e4\u00e4n, joissa maistatettiin\r\ntutkimuksessa k\u00e4ytettyj\u00e4 goudajuustoja kyselylomakkeen avulla. Tuotteen\r\nmaistatusta manipuloitiin, jolloin maistettavan tuotteen sis\u00e4isi\u00e4 ja ulkoisia\r\nominaisuuksia muutetiin jokaisen ryhm\u00e4n kohdalla.\r\nTutkimuksessa selvisi, ett\u00e4 koettu laatu tuotteiden kohdalla muodostui\r\nvahvasti tuotteen sis\u00e4isten ominaisuuksien kautta. Ulkoisilla ominaisuuksilla\r\npystyttiin liev\u00e4sti ohjaamaan arviota koetusta laadusta, mutta lopulta tuotteen\r\nmaku ja rakenne hallitsivat kokonaisarviota. Kaupan merkin sis\u00e4iset ominaisuudet\r\nkoettiin br\u00e4ndituotetta paremmiksi, mutta ulkoisia ominaisuuksia ei. Koska koettu\r\nlaatu muodostui vahvasti sis\u00e4isten ominaisuuksien pohjalta, ei ulkoisten\r\nominaisuuksien heikkoudella ollut merkitt\u00e4v\u00e4\u00e4 vaikutusta.\r\nTutkimuksen kautta havaittiin my\u00f6s, ett\u00e4 koetulla laadulla on ollut vahva\r\nmerkitys kuluttajan hintak\u00e4sityksen ja ostoaikomuksen syntymisess\u00e4, mik\u00e4\r\nvahvistaa koetun laadun merkityst\u00e4 yrityksen menestyksen rakentajana. T\u00e4m\u00e4n\r\ntutkimuksen avulla pystyttiin tarkemmin ymm\u00e4rt\u00e4m\u00e4\u00e4n, mit\u00e4 ominaisuuksia t\u00e4ss\u00e4\r\ntuoteryhm\u00e4ss\u00e4 kannattaisi parantaa, jotta kuluttajan ostoaikomus tuotetta kohtaan\r\nnousisi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Marja-Leena Harjuniemi (mharjuni@jyu.fi) on 2019-07-29T05:04:51Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-07-29T05:04:51Z (GMT). No. of bitstreams: 0\r\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "83", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "koettu laatu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Koetun laadun muodostuminen kaupan omissa br\u00e4ndeiss\u00e4", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201907293687", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "laatu", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kaupan omat tuotemerkit", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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