The Effect of Advertising on Consumer Behaviour in Finland
Odunsi, Ridwan (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020101921401
https://urn.fi/URN:NBN:fi:amk-2020101921401
Tiivistelmä
The topic of the study is the effect of advertising on consumer behavior in Finland. The aim of the research is to examine the impact of advertising on consumer behavior as well as to determine the advertising channels that are most effective for influencing consumer buying behavior in Finland.
The theoretical framework of this study consists of two parts. The first section consists of the impact of advertising on consumer behavior and the most effective advertising channel for influencing consumer behavior.
To help understanding the theory and determine the most effective advertising channel,
a questionnaire was developed. The quantitative and qualitative methods were used in the thesis. The empirical study was conducted as an online survey. The respondents’ answers determine the best to determine the best channel and examining the behavior.
The research result contains answers to the four research questions on the most effective advertisement channel on consumer behaviour in Finland. Strong connections were found with the theory that were related to general topics. Based on the result of the study, print media is the most effective channel in persuading, informing, or reminding in Finland. It is safe to say print media is a credible platform in influencing the behavior of consumers, especially in Finland, since majority of respondent chose print media as a secure platform.
The theoretical framework of this study consists of two parts. The first section consists of the impact of advertising on consumer behavior and the most effective advertising channel for influencing consumer behavior.
To help understanding the theory and determine the most effective advertising channel,
a questionnaire was developed. The quantitative and qualitative methods were used in the thesis. The empirical study was conducted as an online survey. The respondents’ answers determine the best to determine the best channel and examining the behavior.
The research result contains answers to the four research questions on the most effective advertisement channel on consumer behaviour in Finland. Strong connections were found with the theory that were related to general topics. Based on the result of the study, print media is the most effective channel in persuading, informing, or reminding in Finland. It is safe to say print media is a credible platform in influencing the behavior of consumers, especially in Finland, since majority of respondent chose print media as a secure platform.