Understanding the growing importance of online wine web stores
Paukkunen, Elisa (2016)
Paukkunen, Elisa
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060111418
https://urn.fi/URN:NBN:fi:amk-2016060111418
Tiivistelmä
The aim of this bachelor thesis is to study the growing importance of online wine web stores among Finnish wine magazine VIINI readers in Finland, and research the customer purchase behaviour in wine e-commerce. This paper discusses what kind of factors have led to change in customer purchase behaviour through e-commerce and what are the reasons behind it. After explaining the development of customer behaviour, and clarifying the evolving customer online purchase behaviour, the growing importance of online wine stores is studied closely. In order to establish the research, a quantitative research method is conducted in a form of an online survey.
The theoretical framework of this thesis consists of examining the evolved situation of e-commerce stores and particularly, taking a closer look to pioneer studies and theories conducted in Australia about wine e-commerce. This then follows studying Finnish alcohol consumption customer behaviour in the form of statistics from alcoholic beverage retailing monopoly, Alko Oy in Finland.
From the request of the commissioner company the online survey was conducted in Finnish and distributed to Finnish Viini-lehti readers via weekly newsletter. No personal data was asked or required. These readers present the most prominent group of wine enthusiasts who have already bought wine online or are planning to do so in the near future. The objective of the survey is to draw out the demographics of the most prominent buyers who purchase wine online. However, these demographics only give approximate guidelines. Moreover, for further improvement suggestions it is necessary to gather information of what the respondents feel important regarding the ordering process and their willingness to pay for delivery costs. It will also be important to understand the reasons behind the misconceptions of whether consumers know that buying wine online is legal or who is in charge of the tax payments. The total amount of respondents is 284. The sampling method produced numerical data.
The most important findings from the analysis of the results resulted in the importance of reliable online store sites that propose rare quality wines which cannot be found inside Finland, and that are price-wise reasonably affordable. The specific essential value factors required by the respondents were easiness of online environment experience when ordering, an assurance of online tax payments that are paid by the online merchants, and home delivery were valued important. Thus, the results showed consumer’s motives but also the reasons behind of not having bought wine online.
Based on these results, there are suggestions given to online wine merchants and to commissioner party who have launched an online store of their own this year in March 2016. This thesis worked separately from their online store. These suggestions include importance of customer service, accessible prices, home delivery and description of wines. The writing process of this thesis began in the autumn of 2015 and was completed in the following spring 2016.
The theoretical framework of this thesis consists of examining the evolved situation of e-commerce stores and particularly, taking a closer look to pioneer studies and theories conducted in Australia about wine e-commerce. This then follows studying Finnish alcohol consumption customer behaviour in the form of statistics from alcoholic beverage retailing monopoly, Alko Oy in Finland.
From the request of the commissioner company the online survey was conducted in Finnish and distributed to Finnish Viini-lehti readers via weekly newsletter. No personal data was asked or required. These readers present the most prominent group of wine enthusiasts who have already bought wine online or are planning to do so in the near future. The objective of the survey is to draw out the demographics of the most prominent buyers who purchase wine online. However, these demographics only give approximate guidelines. Moreover, for further improvement suggestions it is necessary to gather information of what the respondents feel important regarding the ordering process and their willingness to pay for delivery costs. It will also be important to understand the reasons behind the misconceptions of whether consumers know that buying wine online is legal or who is in charge of the tax payments. The total amount of respondents is 284. The sampling method produced numerical data.
The most important findings from the analysis of the results resulted in the importance of reliable online store sites that propose rare quality wines which cannot be found inside Finland, and that are price-wise reasonably affordable. The specific essential value factors required by the respondents were easiness of online environment experience when ordering, an assurance of online tax payments that are paid by the online merchants, and home delivery were valued important. Thus, the results showed consumer’s motives but also the reasons behind of not having bought wine online.
Based on these results, there are suggestions given to online wine merchants and to commissioner party who have launched an online store of their own this year in March 2016. This thesis worked separately from their online store. These suggestions include importance of customer service, accessible prices, home delivery and description of wines. The writing process of this thesis began in the autumn of 2015 and was completed in the following spring 2016.