Consumers' opinions about K-Citymarket's paper and online advertisements
Ribeiro Nyman, Angelo Gabriel (2018)
Turun ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805148000
https://urn.fi/URN:NBN:fi:amk-201805148000
Tiivistelmä
This thesis aims to look into the consumers’ opinions about K-Citymarket’s paper and online advertisements. Some of the main goals of the research are first, to offer relevant feedback to K-Citymarket about their advertisements, based on the consumers’ opinions. Secondly, to find some similarities and differences in the consumers' opinions over K-Citymarket’s paper and online advertisement types and thirdly to present some theories and concepts which can be used to improve advertisements.
The methodological approach of this research is mostly based in the quantitative method; however, the research also includes the qualitative method. To fulfill the goals of this research, a survey questionnaire was created which was answered by 77 respondents, the survey was sent to 121 people with ages between 20 to 29 years old, making an answering rate of 63.6%. Seven of the respondents were interviewed in order to better justify their answers choice.
Some of the main findings of the research are that K-Citymarket’s advertisements were considered to have the most appealing design among other supermarkets; however, a substantial percentage of respondents think that all the supermarkets’ advertisements look the same. It was also found that nearly half of respondents would prefer to receive K-Citymarket’s online advertisements through Facebook. In addition, K-Citymarket’s paper advertisements were able to influence 10% more respondents to go to the store compared to online advertisements.
These results can bring benefits for K-Citymarket and consumers as the data found research could enable K-Citymarket to have a better view of the consumers’ opinions about their advertisements and therefore allowing them to find and fix possible deficiencies in their ads. The consumers would be benefited by getting more pleasing and improved advertisements from K-Citymarket.
The methodological approach of this research is mostly based in the quantitative method; however, the research also includes the qualitative method. To fulfill the goals of this research, a survey questionnaire was created which was answered by 77 respondents, the survey was sent to 121 people with ages between 20 to 29 years old, making an answering rate of 63.6%. Seven of the respondents were interviewed in order to better justify their answers choice.
Some of the main findings of the research are that K-Citymarket’s advertisements were considered to have the most appealing design among other supermarkets; however, a substantial percentage of respondents think that all the supermarkets’ advertisements look the same. It was also found that nearly half of respondents would prefer to receive K-Citymarket’s online advertisements through Facebook. In addition, K-Citymarket’s paper advertisements were able to influence 10% more respondents to go to the store compared to online advertisements.
These results can bring benefits for K-Citymarket and consumers as the data found research could enable K-Citymarket to have a better view of the consumers’ opinions about their advertisements and therefore allowing them to find and fix possible deficiencies in their ads. The consumers would be benefited by getting more pleasing and improved advertisements from K-Citymarket.