Market research in customer satisfaction and future needs for existing international customers of Vitaplast Oy

Abstract

The purpose of this Bachelor’s thesis was to study the customer satisfaction and possible needs of the international customers of Vitaplast Oy and increase their future sales to those customers. During the thesis process the plastic industry in Finland, the plastic parts planning, product development and production by injection molding was studied. In the theoretical part of this thesis the focus was on the customer relationships management from the business-to-business aspect explaining the importance of it and the process of keeping up the existing customer relationships. This thesis also covers the explanation of difference between marketing and market research and differences of conducting market research to business customers instead of consumer customers together with explanation on why a market research should be done. The market research process started with studying the research methodology and implementation was conducted as a qualitative research via e-mailed interview questions to the existing international customers of Vitaplast Oy. The results were analyzed and recommendations given to Vitaplast Oy for them to gain knowledge on their customer’s level of satisfaction and the actions they should perform to make and keep their customers even more satisfied. Satisfied customers can lead into making more international sales in the future. The results of the market research are valuable to Vitaplast Oy and this thesis met the research objectives that were set in the beginning of the process.