Customer interest in greeting cards
Nguyen, Thy (2015)
Nguyen, Thy
Laurea-ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505117409
https://urn.fi/URN:NBN:fi:amk-201505117409
Tiivistelmä
The purpose of this thesis project is to research the consumer interest in greeting cards in Espoo, Finland. Therefore, this thesis can give elaborate information about customer preferences in greeting cards’ features in Espoo for the case company, Active Paper, an enterprise focused on the development of bioactive paper based product. Moreover, the main objective of this thesis is to figure out the customer interest in greeting card in Espoo to provide information about consumer behavior not only for Active paper and but also for any individuals or companies excited in this subject.
The theoretical background of the thesis comprises of brief literatures of consumer behaviour theory, consumer product knowledge and customer buying process. The consumer behaviour theory consists of the black box model concentrated on the illustration of the interaction of stimuli and consumer responses and the classification of consumer buying behaviour. In addition, the consumer behaviour theory includes several factors influencing consumer decisions. The consumer product knowledge contains components of consumer product knowledge and the way consumers interpret products. Customer buying process demonstrates different stages of customer’s decision making in purchasing products.
The empirical research was conducted by a quantitative approach in which prepared questionnaires gave to the target population on Internet during the January 2015. The target population was selected to illustrate the overall population in Espoo area. Questionnaire involves various aspects of greeting cards to find out recent interest level of customer in those products.
The result indicates that the most interesting greeting cards’ description to people in Espoo is greeting cards with funny quotes. Among greeting card’s features, inhabitants in Espoo value images of greeting cards most. The most attractive special greeting cards to inhabitants in Espoo is semi-gloss coating greeting cards. In contrast, inhabitants in Espoo do not prefer greeting cards with colored dots and see through envelopes as well as greeting cards with hidden image appear by liquid. Moreover, inhabitants in Espoo do not value brand name of greeting cards and the musical inside greeting cards.
The theoretical background of the thesis comprises of brief literatures of consumer behaviour theory, consumer product knowledge and customer buying process. The consumer behaviour theory consists of the black box model concentrated on the illustration of the interaction of stimuli and consumer responses and the classification of consumer buying behaviour. In addition, the consumer behaviour theory includes several factors influencing consumer decisions. The consumer product knowledge contains components of consumer product knowledge and the way consumers interpret products. Customer buying process demonstrates different stages of customer’s decision making in purchasing products.
The empirical research was conducted by a quantitative approach in which prepared questionnaires gave to the target population on Internet during the January 2015. The target population was selected to illustrate the overall population in Espoo area. Questionnaire involves various aspects of greeting cards to find out recent interest level of customer in those products.
The result indicates that the most interesting greeting cards’ description to people in Espoo is greeting cards with funny quotes. Among greeting card’s features, inhabitants in Espoo value images of greeting cards most. The most attractive special greeting cards to inhabitants in Espoo is semi-gloss coating greeting cards. In contrast, inhabitants in Espoo do not prefer greeting cards with colored dots and see through envelopes as well as greeting cards with hidden image appear by liquid. Moreover, inhabitants in Espoo do not value brand name of greeting cards and the musical inside greeting cards.