Market research of the Finnish consumer market : potential customer segment for an import company
Löytäinen, Jere (2018)
Löytäinen, Jere
Tampereen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018123022934
https://urn.fi/URN:NBN:fi:amk-2018123022934
Tiivistelmä
The consumer market is changing constantly due to new technological innovations and globalization. It is important for companies to keep up with their customers and know what they think about their products and how can they improve their own operations. Market research is key in finding out this information.
This thesis conducts a market research on the Finnish consumer market for an import/wholesale company called J.A. Tenhunen Oy. The company has had their own online store that sells directly to consumers for a couple of years now. The marketing actions for consumers has been minimal due to the lack of data on them and this is why they need a market research to fully understand their customers and target segment.
This thesis introduces the theoretical and practical sections as well as the results. The data is gathered via a survey and secondary data sources such as books, articles and google analytics database. The thesis also includes correlation coefficient results to see how the different topics vary with each other.
The author gives his conclusion at the end by defining the potential customer segment for J.A. Tenhunen Oy and gives a few recommendations.
This thesis conducts a market research on the Finnish consumer market for an import/wholesale company called J.A. Tenhunen Oy. The company has had their own online store that sells directly to consumers for a couple of years now. The marketing actions for consumers has been minimal due to the lack of data on them and this is why they need a market research to fully understand their customers and target segment.
This thesis introduces the theoretical and practical sections as well as the results. The data is gathered via a survey and secondary data sources such as books, articles and google analytics database. The thesis also includes correlation coefficient results to see how the different topics vary with each other.
The author gives his conclusion at the end by defining the potential customer segment for J.A. Tenhunen Oy and gives a few recommendations.