The role of installers for thermo-technical installations when buying gas boilers

• Main Author: Jovičić Dragoljub
• Format: Article
• Language: English
• Published: Srpsko udruženje za marketing 2013-01-01
• Series: Marketing (Beograd. 1991)
• Subjects: market of gas boilers; the research of behavior installers; value chain; competitive advantage; the buying process
• Online Access: http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2013/0354-34711304361J.pdf
• ISSN: 0354-3471; 2334-8364

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.