Factors affecting buying behaviour of hairdressers. Case Kao Finland Oy
Laakkonen, Johanna (2016)
Laakkonen, Johanna
Laurea-ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201603303663
https://urn.fi/URN:NBN:fi:amk-201603303663
Tiivistelmä
Understanding buying behavior is key to successful and long customer relationships. Compa-nies who supply goods and services for professional use must understand the influences driven by purchase decisions, buying patterns and classifications.
The aim of this thesis was to determine the most influential characteristics of business-to-business buying behavior of hairdressers. The subject was requested by KAO Finland Oy, case company that markets and supplies one of the best-known professional hair care supplies in Finland. KAO Finland Oy represents the brands GOLDWELL and KMS California. The case com-pany is the subsidiary of the Japanese conglomerate KAO Corporation.
The theoretical backgound of the thesis was based on business-to-business buying behavior. Organizational buying influences and business buying procedures were studied. Additional in-formation was collected through the interviews with the case company personnel, supported by the online resources and familiarization of the market condition. Theoretical framework was adapted to the empirical research by construction and analysis of the research. KAO Fin-land Oy’s requests determined the content of the survey questions in addition to the theory.
The research was conducted in spring 2015. Quantitative and qualitative methodology was used and the collection of data was executed through an online survey. The survey consisting of 17 questions was addressed to hairdressers. The respondents were asked to measure, com-pare and inform their opinions and routines regarding the purchase involving criteria, risk in-volvement, customer retention and training. The survey was sent by Google Forms to up to 200 hairdressers all over Finland. 53 responses were received and the estimated answering rate was 27%.
The findings of the research concluded that the wholesaler companies who supply hair care goods to hairdressers must pay attention to their activeness and locality. Suppliers should ad-dress their clients by providing an innovative service and forerun the trends by providing “Just-In-Time”- tools and techniques.
The aim of this thesis was to determine the most influential characteristics of business-to-business buying behavior of hairdressers. The subject was requested by KAO Finland Oy, case company that markets and supplies one of the best-known professional hair care supplies in Finland. KAO Finland Oy represents the brands GOLDWELL and KMS California. The case com-pany is the subsidiary of the Japanese conglomerate KAO Corporation.
The theoretical backgound of the thesis was based on business-to-business buying behavior. Organizational buying influences and business buying procedures were studied. Additional in-formation was collected through the interviews with the case company personnel, supported by the online resources and familiarization of the market condition. Theoretical framework was adapted to the empirical research by construction and analysis of the research. KAO Fin-land Oy’s requests determined the content of the survey questions in addition to the theory.
The research was conducted in spring 2015. Quantitative and qualitative methodology was used and the collection of data was executed through an online survey. The survey consisting of 17 questions was addressed to hairdressers. The respondents were asked to measure, com-pare and inform their opinions and routines regarding the purchase involving criteria, risk in-volvement, customer retention and training. The survey was sent by Google Forms to up to 200 hairdressers all over Finland. 53 responses were received and the estimated answering rate was 27%.
The findings of the research concluded that the wholesaler companies who supply hair care goods to hairdressers must pay attention to their activeness and locality. Suppliers should ad-dress their clients by providing an innovative service and forerun the trends by providing “Just-In-Time”- tools and techniques.