Advertisement techniques for sustainable products and its impact in consumer-buying behaviour : case study of WWW Wohnwagon
Grokhotova, Elizabeth (2017)
Grokhotova, Elizabeth
Turun ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017121921994
https://urn.fi/URN:NBN:fi:amk-2017121921994
Tiivistelmä
The purpose of this research is to study the advertisement techniques for sustainable products of Wohnwagon and its impact in consumer-buying behavior. The action research was conducted using literature review, interview with the case study company Wohnwagon, and questionnaire. In addition, after analysis of the questionnaire results, the follow up interview with the company was done in order to discuss the suggestions for improving Wohnwagon’s current advertisement techniques for its sustainable products.
In nowadays society, online advertising particularly social media certainly proves to be the most successful advertising channel. In addition social currency and recommendations from other people play an important part for promoting sustainable products. Such factors as price, quality and impact on health as well as credibility of the company are argued to be the most valuable factors impacting consumer-buying behavior. Regulations from the government such as imposition of certain labels, subsidies, taxes, and deposit schemes concerning sustainable products also have an impact on consumer buying behavior.
Creating fact-based or the mixture of fact-based and emotional advertising as well as including educational content is important for the company as it further impacts consumer’s perception towards sustainable products. In addition, the respondents in the questionnaire prefer when association technique is used.
The suggestions found in this research will be implemented by Wohnwagon in their own time scale and adjusted accordingly to their mission and vision. Wohnwagon will also use the information presented in this research for their own purposes and future research.
In nowadays society, online advertising particularly social media certainly proves to be the most successful advertising channel. In addition social currency and recommendations from other people play an important part for promoting sustainable products. Such factors as price, quality and impact on health as well as credibility of the company are argued to be the most valuable factors impacting consumer-buying behavior. Regulations from the government such as imposition of certain labels, subsidies, taxes, and deposit schemes concerning sustainable products also have an impact on consumer buying behavior.
Creating fact-based or the mixture of fact-based and emotional advertising as well as including educational content is important for the company as it further impacts consumer’s perception towards sustainable products. In addition, the respondents in the questionnaire prefer when association technique is used.
The suggestions found in this research will be implemented by Wohnwagon in their own time scale and adjusted accordingly to their mission and vision. Wohnwagon will also use the information presented in this research for their own purposes and future research.