How does living in Finland influence Kazakhstani people's consuming behavior?
Tuleutayeva, Saya (2018)
Tuleutayeva, Saya
Jyväskylän ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805158344
https://urn.fi/URN:NBN:fi:amk-201805158344
Tiivistelmä
The research focused on Kazakhstani students living in Finland was made to investigate how living in Finland influences consuming behavior of Kazakhstani students who have moved to Finland. The data was collected via twelve semi-structured, in-depth interviews with Kazakhstani students who live in Finland. The interviews gave insight on the kinds of changes in consumer behavior and other experiences, for example in terms of changes in lifestyle, that Kazakhstani consumers go through when moving to Finland. Interviews were conducted until a sufficient saturation in answers was achieved, and no new major discoveries emerged. The interviews were conducted in March 2018.
The results show that Kazakhstani students developed consumer habits that are foreign to Kazakhstan, such as eating less red meat and becoming more open to the idea of shopping in second hand. In the interviews it became evident that people retain their adopted consumer behavior even when returning to Kazakhstan. Therefore, it is likely for a new kind of a niche market, with a foreign taste, to form in Kazakhstan. This emerging market could be something that new businesses in Kazakhstan could cater to in the future.
The results show that Kazakhstani students developed consumer habits that are foreign to Kazakhstan, such as eating less red meat and becoming more open to the idea of shopping in second hand. In the interviews it became evident that people retain their adopted consumer behavior even when returning to Kazakhstan. Therefore, it is likely for a new kind of a niche market, with a foreign taste, to form in Kazakhstan. This emerging market could be something that new businesses in Kazakhstan could cater to in the future.