Russian consumer behavior and factors influencing the purchase decision
Lehtinen, Evita (2014)
Lehtinen, Evita
Saimaan ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014060111249
https://urn.fi/URN:NBN:fi:amk-2014060111249
Tiivistelmä
The purpose of the research was to examine the behaviour of Russian con-sumers and find out what different factors influence the final purchase decision. The study investigated these factors from the view point of leisure related tourism and our target group was those Russians who travel to the area of Lappeenranta and use local hospitality services for at least one night. The main goal was to help improve the knowledge about Russian customers through theory, as well as to understand the expectations and needs a Russian tourist has on local services in the area of Lappeenranta.
The empirical part of the study focused on examining the target group from the point of view of local service providers and experts of Russian marketing and culture. The goal was to analyze the material that was gathered by interviewing these different respondents and, based on the findings, form comprehensive profiles of different types of travelers and how they are likely to act. The inter-views were examined through fact view, meaning that the observation concen-trated purely on the facts and information rendered in the interviews, and all interpretation of the respondent’s motives and dictions was left out. Case study research was chosen as the method to analyze the information gathered from the interviews. Case study research means an in-depth investigation and analysis of a social target.
Data for this study were gathered from hospitality related literature, recent newspaper articles and internet sites and by interviewing local experts in the field of Russian marketing, culture and hospitality related businesses. The results showed that the subjects handled in the theory of the research clearly influence the purchasing decisions of Russian consumers in real-life experiences. It was also noticeable that people who come from different social backgrounds behave differently when making purchases. Because of the small sampling in the empirical study, the findings cannot be examined as a precise and comprehensive description of the target group, but rather as a directional survey of the subject.
The empirical part of the study focused on examining the target group from the point of view of local service providers and experts of Russian marketing and culture. The goal was to analyze the material that was gathered by interviewing these different respondents and, based on the findings, form comprehensive profiles of different types of travelers and how they are likely to act. The inter-views were examined through fact view, meaning that the observation concen-trated purely on the facts and information rendered in the interviews, and all interpretation of the respondent’s motives and dictions was left out. Case study research was chosen as the method to analyze the information gathered from the interviews. Case study research means an in-depth investigation and analysis of a social target.
Data for this study were gathered from hospitality related literature, recent newspaper articles and internet sites and by interviewing local experts in the field of Russian marketing, culture and hospitality related businesses. The results showed that the subjects handled in the theory of the research clearly influence the purchasing decisions of Russian consumers in real-life experiences. It was also noticeable that people who come from different social backgrounds behave differently when making purchases. Because of the small sampling in the empirical study, the findings cannot be examined as a precise and comprehensive description of the target group, but rather as a directional survey of the subject.