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A research on consumer satisfaction and shopping patterns of households in the North Eastern Savo region
Taavitsainen, Ossi (2015)
Taavitsainen, Ossi
Savonia-ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015120819811
https://urn.fi/URN:NBN:fi:amk-2015120819811
Tiivistelmä
This Bachelor’s thesis deals with shopping patterns of consumers and their satisfaction with local supply of goods in the North Eastern Savo region in Finland. The thesis was conducted as a follow-up research to the original research made by a student of the University of Eastern Finland in 2009-2010. The theoretical part of the thesis consists of two main topics: purchase behavior of consumers and development of online shopping. The empirical part is based on a survey, conducted among consumer households in the region.
In the survey, both quantitative and qualitative research methods were used. The goal of the survey was to find out what, where, how much and how often the consumers prefer to buy different products, what are the most significant reasons to buy products outside their hometown and what are the most important sources of information. In addition, the goal was to discover potential to develop local supply of goods. The information like this can help the entrepreneurs, when they plan to make new investments and developing their business. The research results showed that satisfaction with the current local supply of goods in the region varies widely. Most common reasons to make purchases elsewhere are related to lack of supply and high price level in the hometown’s shops. Older consumers are generally more satisfied, but point out good service, while younger consumers tend to be more demanding and willing to travel for shopping elsewhere. The role of the internet has become significant, both as a shopping place as well as an information channel.
Consumers are becoming more demanding and price conscious. Therefore, cities like Kuopio and online stores are becoming more and more attractive shopping places, especially when it comes to specialty products. However, development of local supply in rural areas should not be stopped and forgotten. Many consumers are truly worried about shrinking of the supply. Consumers find it important to have at least the everyday essentials (food, medicine etc.) easily available in their hometown. Entrepreneurs face challenges in adapting the supply to meet the demand and expectations of consumers, but still keeping the business profitable.
In the survey, both quantitative and qualitative research methods were used. The goal of the survey was to find out what, where, how much and how often the consumers prefer to buy different products, what are the most significant reasons to buy products outside their hometown and what are the most important sources of information. In addition, the goal was to discover potential to develop local supply of goods. The information like this can help the entrepreneurs, when they plan to make new investments and developing their business. The research results showed that satisfaction with the current local supply of goods in the region varies widely. Most common reasons to make purchases elsewhere are related to lack of supply and high price level in the hometown’s shops. Older consumers are generally more satisfied, but point out good service, while younger consumers tend to be more demanding and willing to travel for shopping elsewhere. The role of the internet has become significant, both as a shopping place as well as an information channel.
Consumers are becoming more demanding and price conscious. Therefore, cities like Kuopio and online stores are becoming more and more attractive shopping places, especially when it comes to specialty products. However, development of local supply in rural areas should not be stopped and forgotten. Many consumers are truly worried about shrinking of the supply. Consumers find it important to have at least the everyday essentials (food, medicine etc.) easily available in their hometown. Entrepreneurs face challenges in adapting the supply to meet the demand and expectations of consumers, but still keeping the business profitable.