Study on Consumer Decision Making process in the Selection of Home Cleaning Company : Case Company : MHB Clean Helsinki
Hussain, Mudassar (2017)
Jyväskylän ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017101015918
https://urn.fi/URN:NBN:fi:amk-2017101015918
Tiivistelmä
The aim of this research was to study most effective factors affecting consumer buying behaviour in making decision about purchasing home cleaning services. Consumer behaviour comprises of four factors: cultural, social, personal and psychological factors.
The thesis work was divided into a theory part and empirical part. The theoretical part dis-cussed factors affecting consumer purchase decision and decision-making process and steps involved in it. The empirical part of the research work included a survey which was carried out through webropol-survey that included both qualitative and quantitative ques-tions. Data were collected by a self-administered questionnaire shared with households via Facebook groups in Helsinki capital region and with JAMK international business students. A number open-ended questions introduced to the respondents to capture their opinion more freely, which helped the researcher to get more deep insights in regard to topic stud-ied. Research onion method was used to carry out research work.
Both by theoretical framework and survey results it was ascertained that social and personal factors were most important factors affecting consumer buying behaviour. Profes-sionalism in quality of cleaning services was also an important factor and obvious reason behind subscribing home cleaning services. The customer journey revealed that they don’t follow all the steps in finding cleaning company but instead some customers preferred company names selected probably based on their previous experience.
In conclusion, all the factors had effect on consumer buying behaviour for purchasing cleaning services to some extent, however social and personal factors along with delivering quality service, were more evident overall.
The thesis work was divided into a theory part and empirical part. The theoretical part dis-cussed factors affecting consumer purchase decision and decision-making process and steps involved in it. The empirical part of the research work included a survey which was carried out through webropol-survey that included both qualitative and quantitative ques-tions. Data were collected by a self-administered questionnaire shared with households via Facebook groups in Helsinki capital region and with JAMK international business students. A number open-ended questions introduced to the respondents to capture their opinion more freely, which helped the researcher to get more deep insights in regard to topic stud-ied. Research onion method was used to carry out research work.
Both by theoretical framework and survey results it was ascertained that social and personal factors were most important factors affecting consumer buying behaviour. Profes-sionalism in quality of cleaning services was also an important factor and obvious reason behind subscribing home cleaning services. The customer journey revealed that they don’t follow all the steps in finding cleaning company but instead some customers preferred company names selected probably based on their previous experience.
In conclusion, all the factors had effect on consumer buying behaviour for purchasing cleaning services to some extent, however social and personal factors along with delivering quality service, were more evident overall.