Whisky purchase and consumption behaviour in Finland
Remes, Salla (2019)
Remes, Salla
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019060615180
https://urn.fi/URN:NBN:fi:amk-2019060615180
Tiivistelmä
Whisky is a popular alcoholic drink that has been gaining popularity over the years in Fin-land. Whisky is enjoyed by Finnish people in different ways and in different situations.
The objective of this thesis is to study whisky consumption and purchase behaviour of adult Finnish people. The research wanted to answer questions of who consumes and purchases whisky and where whisky is bought from. The research also wanted to find out which pref-erences people have between different whiskies.
The reason for this research was due to the need of information about whisky consumption and purchases that could be utilised in a sales and marketing work in the hospitality and alcohol industry.
The theory part of this thesis includes information about different whisky styles, production of whisky and it’s history. The theory also consists of statistics of alcohol consumption and alcohol sales in Finland.
In the empirical part the ways of conducting the study are explained. The study was con-ducted as a quantitative research with a questionnaire survey. The survey was answered by 128 people. The results were analysed by using Webropol and Excel- programs and they are displayed using charts.
The results gave information about how is whisky consumed, whisky preferences and where is whisky bought from. The results were contemplated on how they could be utilised in the alcohol and hospitality industry. The results can be used for example in whisky marketing.
Lastly the evaluation of reliability and validity of the research is considered.
The objective of this thesis is to study whisky consumption and purchase behaviour of adult Finnish people. The research wanted to answer questions of who consumes and purchases whisky and where whisky is bought from. The research also wanted to find out which pref-erences people have between different whiskies.
The reason for this research was due to the need of information about whisky consumption and purchases that could be utilised in a sales and marketing work in the hospitality and alcohol industry.
The theory part of this thesis includes information about different whisky styles, production of whisky and it’s history. The theory also consists of statistics of alcohol consumption and alcohol sales in Finland.
In the empirical part the ways of conducting the study are explained. The study was con-ducted as a quantitative research with a questionnaire survey. The survey was answered by 128 people. The results were analysed by using Webropol and Excel- programs and they are displayed using charts.
The results gave information about how is whisky consumed, whisky preferences and where is whisky bought from. The results were contemplated on how they could be utilised in the alcohol and hospitality industry. The results can be used for example in whisky marketing.
Lastly the evaluation of reliability and validity of the research is considered.