NEW BUSINESS IDEAS FOR A START-UP ENTERPRISE OF IMPORTED APPAREL : Young consumer behavior towards garment consumption in Finland
Huynh, Vi; Nguyen, Thi Nam Binh (2012)
Huynh, Vi
Nguyen, Thi Nam Binh
Mikkelin ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205127830
https://urn.fi/URN:NBN:fi:amk-201205127830
Tiivistelmä
A main concept of this thesis is to invent a new business model for a start-up fashion company based on the research of young consumer behavior towards fashion apparel imported from Asian countries such as Vietnam and Korea. In this case, our target customers are those who are currently staying in
Finland regardless of their nationality.
Nowadays business model innovation will become even more important for success than product/service innovation. No matter what basis a company is going to adapt for its business mode, an
innovative business model always consists of four interlocking elements (customer value proposition, profit formula, key resources, key processes) that are taken together to create and deliver value for both a company and its customers. We have been conscious of the extent of this matter; we conducted
a market research in which we particularly concentrated on studying the consumer behavior of young people to understand what they are doing with fashion goods; what added values they are expecting to get from their purchase; what they will perceive the quality of imported goods. The basis we use to
build a new business model will be based on the research findings.
Quantitative research with the participation of 310 respondents was used in this thesis. All of the respondents were degree programmes students who are studying in Mikkeli University of Applied Sciences in different major. The majority of the respondents were Finns and Russian; the remaining
students came from various nations such as Vietnam, China, and other European countries. Based on the results of the survey, the large majority of audience awareness about Asian apparel was neutral. Others perceived Asian products as good. The findings clearly showed that Asian goods are not bearing
discrimination at all among young people here. It is actually a good sign for Asian enterprises which desire to expand their business into the Finnish market in general and for us – two young Asian entrepreneurs in particular.
The very first step we should take action in order to achieve a successful start in the context of doing business is not simply to think about business models at all. We have to start with thinking about the opportunities to satisfy a real customer’s needs. Hence, the purpose of this research is to gain a better
understanding of what young consumers really think of imported products/goods as well as what they desire to have but those kinds of offerings are not available in the Finnish market yet. Finally, apart from our own business purpose this thesis also could be seen as a reference either for international
firms, especially Asian companies when they desire to expand their fashion business into the Finnish market or for Finnish enterprises to improve their existing products/services in our opinion.
Finland regardless of their nationality.
Nowadays business model innovation will become even more important for success than product/service innovation. No matter what basis a company is going to adapt for its business mode, an
innovative business model always consists of four interlocking elements (customer value proposition, profit formula, key resources, key processes) that are taken together to create and deliver value for both a company and its customers. We have been conscious of the extent of this matter; we conducted
a market research in which we particularly concentrated on studying the consumer behavior of young people to understand what they are doing with fashion goods; what added values they are expecting to get from their purchase; what they will perceive the quality of imported goods. The basis we use to
build a new business model will be based on the research findings.
Quantitative research with the participation of 310 respondents was used in this thesis. All of the respondents were degree programmes students who are studying in Mikkeli University of Applied Sciences in different major. The majority of the respondents were Finns and Russian; the remaining
students came from various nations such as Vietnam, China, and other European countries. Based on the results of the survey, the large majority of audience awareness about Asian apparel was neutral. Others perceived Asian products as good. The findings clearly showed that Asian goods are not bearing
discrimination at all among young people here. It is actually a good sign for Asian enterprises which desire to expand their business into the Finnish market in general and for us – two young Asian entrepreneurs in particular.
The very first step we should take action in order to achieve a successful start in the context of doing business is not simply to think about business models at all. We have to start with thinking about the opportunities to satisfy a real customer’s needs. Hence, the purpose of this research is to gain a better
understanding of what young consumers really think of imported products/goods as well as what they desire to have but those kinds of offerings are not available in the Finnish market yet. Finally, apart from our own business purpose this thesis also could be seen as a reference either for international
firms, especially Asian companies when they desire to expand their fashion business into the Finnish market or for Finnish enterprises to improve their existing products/services in our opinion.