Dressmann Pori and the Recession
Hietamies, Joonatan (2015)
Hietamies, Joonatan
Satakunnan ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015112417514
https://urn.fi/URN:NBN:fi:amk-2015112417514
Tiivistelmä
The purpose of this thesis was to study the effects of recession and customer behavior on clothing business, using Dressmann Pori as an example. The current recession and future challenges bring in new challenges, especially in Pori where unemployment rate is relatively high. The study tries to provide strategical advices to answer both challenges.
The survey data was collected through street questionnaire where interviewer collected answers from passers-by. The survey sessions were conducted in two locations in Pori to the potential customers of Dressmann (demographic groups who likely visit Dressmann stores). There was two sessions, which were held in two different times to cover effectively all potential consumer groups.
The research method was qualitative with interviewing method that gave interviewees time and space to express themselves as much as they could. The answers are only part of the picture that was created from the local consumers.
The analysis was full of nuances but the lack of consistent researches, it was hard to determine the changes in consumer behavior. Economical state was the strongest factor to change consuming behavior but also other demographic factors, like age. Continuous research is vital in this field and lack of it can explain how companies tend to be reactive rather than proactive.
The sample size was most likely too small but gave some insight to the current situation and can be seen as a warning sign from the future. The situation is not going to get better and even hard decisions are inevitable. It is also suggested that the organization invest more on customer surveys and methods to connect and communicate with customers.
The survey data was collected through street questionnaire where interviewer collected answers from passers-by. The survey sessions were conducted in two locations in Pori to the potential customers of Dressmann (demographic groups who likely visit Dressmann stores). There was two sessions, which were held in two different times to cover effectively all potential consumer groups.
The research method was qualitative with interviewing method that gave interviewees time and space to express themselves as much as they could. The answers are only part of the picture that was created from the local consumers.
The analysis was full of nuances but the lack of consistent researches, it was hard to determine the changes in consumer behavior. Economical state was the strongest factor to change consuming behavior but also other demographic factors, like age. Continuous research is vital in this field and lack of it can explain how companies tend to be reactive rather than proactive.
The sample size was most likely too small but gave some insight to the current situation and can be seen as a warning sign from the future. The situation is not going to get better and even hard decisions are inevitable. It is also suggested that the organization invest more on customer surveys and methods to connect and communicate with customers.