A study on investigating the possible introduction of a Finnish rye bread product into the British market and the possible barriers.
Murros, Anna-Liisa (2012)
Murros, Anna-Liisa
Metropolia Ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012061912869
https://urn.fi/URN:NBN:fi:amk-2012061912869
Tiivistelmä
The research question in this dissertation is: Investigating the possibility to introduce a Finnish rye bread brand called ‘Ruispalat’ into the British consumer market and what are the possible barriers this product may face?
This dissertation will look at the possibility of introducing an iconic Finnish rye bread brand into the British market. The product investigated in this study is called ‘Ruispalat’. This particular bread is the most eaten bread in Finland for years. There are many health benefits, like the fact that with fiber you also get antioxidants, vitamins and minerals. It naturally helps to lower your cholesterol and decrease the risk of cancer and diabetes. Recommendation for the daily fiber intake is between 25-23g and one slice of ‘Ruispalat’ has 5.5 grams of fiber. Despite of its popularity in the Nordic countries, a matching product cannot be found on sale in the United Kingdom.
The purpose is to identify differences between Finnish and British cultures and investigate how these differences affect the demand for the product. This dissertation also aims at discovering differences between the implications of the relevant literature and implications of the cross-sectional research.
The research hypothesis for this is that the British have different taste preferences and that ‘Ruispalat will face barriers associated with cultural differences. The research hypothesis is based on that people have strong variations of values, tastes, habits and preferences, large part of which is due to and affected by national culture. These factors affect the consumer response for ‘Ruispalat’ in the British market.
The purpose of this dissertation is to investigate the kind of literature and information there is already available on this topic and how these can be of use in this particular case of ‘Ruispalat’. Additionally, the objective is to find out what British people think about the product and whether they would buy it if it was available in the British market and reasons behind the answers to these questions. This dissertation also aims at identifying possible gaps in the literature or theories that ignore some aspects considered important in this dissertation. This dissertation will be significant in terms of providing information about how members of the British culture respond to the product. This information is based on quantitative research.
This dissertation will look at the possibility of introducing an iconic Finnish rye bread brand into the British market. The product investigated in this study is called ‘Ruispalat’. This particular bread is the most eaten bread in Finland for years. There are many health benefits, like the fact that with fiber you also get antioxidants, vitamins and minerals. It naturally helps to lower your cholesterol and decrease the risk of cancer and diabetes. Recommendation for the daily fiber intake is between 25-23g and one slice of ‘Ruispalat’ has 5.5 grams of fiber. Despite of its popularity in the Nordic countries, a matching product cannot be found on sale in the United Kingdom.
The purpose is to identify differences between Finnish and British cultures and investigate how these differences affect the demand for the product. This dissertation also aims at discovering differences between the implications of the relevant literature and implications of the cross-sectional research.
The research hypothesis for this is that the British have different taste preferences and that ‘Ruispalat will face barriers associated with cultural differences. The research hypothesis is based on that people have strong variations of values, tastes, habits and preferences, large part of which is due to and affected by national culture. These factors affect the consumer response for ‘Ruispalat’ in the British market.
The purpose of this dissertation is to investigate the kind of literature and information there is already available on this topic and how these can be of use in this particular case of ‘Ruispalat’. Additionally, the objective is to find out what British people think about the product and whether they would buy it if it was available in the British market and reasons behind the answers to these questions. This dissertation also aims at identifying possible gaps in the literature or theories that ignore some aspects considered important in this dissertation. This dissertation will be significant in terms of providing information about how members of the British culture respond to the product. This information is based on quantitative research.