Customer needs and wants for organizing children celebrations in Helsinki Metropolitan area
Kangas, Ksenia (2012)
Kangas, Ksenia
HAAGA-HELIA ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012120518438
https://urn.fi/URN:NBN:fi:amk-2012120518438
Tiivistelmä
In the world of modern society families are effected by various factors that bring changes into their lifestyle. Nowadays parents face a lot of challenges to combine work with caring. As a result, parents are pressured for time and seek for alternatives to be able to arrange children matters in the way that best suits the whole family. Family lifestyle can tell a lot about preferences, tastes, needs and values a family has.
The purpose of this qualitative research is to determine what needs and wants families living in Helsinki Metropolitan area have in terms of children celebrations. In this study, a nuclear family is viewed as a prime target market for services and products in event industry.
Theoretical basis for this research was collected through literature review; both printed and electronic sources were used in order to get a better picture of all the research areas including marketing research, event industry globally and in Finland, family as a target market. Moreover, descriptions of major companies that specialize in children celebrations in Helsinki Metropolitan area are presented in this research. In the empirical part, information was gathered through personal interviews with parents of fifteen families.
The main research question of this study is: what needs and wants families living in Helsinki Metropolitan area have for children celebrations? Three supportive questions are set in order to get a wider picture of the subject. Firslty, what traditions families have in terms of children celebrations? Secondly, how aware families are about companies that offer services and facilities for kids´ parties in Helsinki Metropolitan area? Thirdly, what experiences families have in organizing home parties for their children as well as having celebrations organized by a company.
According to results of this research, families have different needs and wants depending on their lifestyle, cultural and environmental factors. However, there are four major aspects that families expressed a need for: fresh air celebrations, safe and healthy celebrations, celebration packages and celebration themes.
The purpose of this qualitative research is to determine what needs and wants families living in Helsinki Metropolitan area have in terms of children celebrations. In this study, a nuclear family is viewed as a prime target market for services and products in event industry.
Theoretical basis for this research was collected through literature review; both printed and electronic sources were used in order to get a better picture of all the research areas including marketing research, event industry globally and in Finland, family as a target market. Moreover, descriptions of major companies that specialize in children celebrations in Helsinki Metropolitan area are presented in this research. In the empirical part, information was gathered through personal interviews with parents of fifteen families.
The main research question of this study is: what needs and wants families living in Helsinki Metropolitan area have for children celebrations? Three supportive questions are set in order to get a wider picture of the subject. Firslty, what traditions families have in terms of children celebrations? Secondly, how aware families are about companies that offer services and facilities for kids´ parties in Helsinki Metropolitan area? Thirdly, what experiences families have in organizing home parties for their children as well as having celebrations organized by a company.
According to results of this research, families have different needs and wants depending on their lifestyle, cultural and environmental factors. However, there are four major aspects that families expressed a need for: fresh air celebrations, safe and healthy celebrations, celebration packages and celebration themes.