Researching consumer behaviour of Chinese scuba divers
Ellilä, Suvi (2017)
Ellilä, Suvi
Metropolia Ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017113019145
https://urn.fi/URN:NBN:fi:amk-2017113019145
Tiivistelmä
This thesis is a consumer behaviour research study. The research topic was discovered as an assignment for Suunto Diving department. Target group consists of Chinese scuba divers who already have a license to dive. Consumer behaviour, purchasing process and segmentation form the basis for literature framework in this work.
The purpose of this research was to find out what kind of consumer characteristics would be discovered through a survey about status, brand, gear and technology. Data is being analysed by comparing genders and trying to identify similarities and differences between them.
The motivation was to discover more consumer data from Chinese market. Data would provide information for the marketing and sales departments trying to understand target group better and, to implement marketing tactics in the future. According to Suunto, segment of female scuba divers is growing fast, and for this reason a deeper knowledge of gender differences is researched as well.
The main findings describe how the consumer characteristics lean towards technology oriented, brand positive and gear conscious way of thinking. There are slight differences between responses from males and females. However, males seem to have somewhat stronger interest towards the topics, especially technology. Further studies with a larger sample will provide continuing data for use.
The purpose of this research was to find out what kind of consumer characteristics would be discovered through a survey about status, brand, gear and technology. Data is being analysed by comparing genders and trying to identify similarities and differences between them.
The motivation was to discover more consumer data from Chinese market. Data would provide information for the marketing and sales departments trying to understand target group better and, to implement marketing tactics in the future. According to Suunto, segment of female scuba divers is growing fast, and for this reason a deeper knowledge of gender differences is researched as well.
The main findings describe how the consumer characteristics lean towards technology oriented, brand positive and gear conscious way of thinking. There are slight differences between responses from males and females. However, males seem to have somewhat stronger interest towards the topics, especially technology. Further studies with a larger sample will provide continuing data for use.