Exploring consumer behavior : Small business perspective
Majumder, Md Abdul Karim (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020110422213
https://urn.fi/URN:NBN:fi:amk-2020110422213
Tiivistelmä
This thesis explores the consumer behavior and decision-making process and factors that influence decisions when people choose to buy from small businesses in Finland, particularly in the Pietarsaari region. The first part of this thesis consists of three theoretical chapters in which the author tried to shed light on the definition of consumer behavior and discussed different patterns of consumer behavior. In chapter three, the author discussed various factors that influence consumers’ purchasing behavior. The fourth chapter of this thesis discussed the decision-making process of the customer and all the steps of this process.
The author discussed different research methodologies in the second part of this thesis, the empirical research part, and justified the rationale for choosing the quantitative research methodology to complete the research part of this thesis. A survey questionnaire consisting of thirty-three questions was prepared through the research to connect the theory part with the real-world scenarios. A total of thirty-eight responses arrived and the survey results have been presented in chapter seven of this thesis. The chapter also includes an analysis of the data received from respondents to the survey.
The outcome of this research revealed that customers are now demanding higher quality products at fair prices and product variation is crucial for attracting the customer's attention. The use of social media in marketing activities has also proved to be a strong tool to use to gain more attention from customers. This study can benefit independent small business entrepreneurs, as well as any business as the goal of this thesis, has been achieved by conducting quantitative research among this locality's actual customers. By keeping the results of this thesis in mind, marketers can prepare a proper marketing strategy, which in turn can lay the groundwork for business success.
The author discussed different research methodologies in the second part of this thesis, the empirical research part, and justified the rationale for choosing the quantitative research methodology to complete the research part of this thesis. A survey questionnaire consisting of thirty-three questions was prepared through the research to connect the theory part with the real-world scenarios. A total of thirty-eight responses arrived and the survey results have been presented in chapter seven of this thesis. The chapter also includes an analysis of the data received from respondents to the survey.
The outcome of this research revealed that customers are now demanding higher quality products at fair prices and product variation is crucial for attracting the customer's attention. The use of social media in marketing activities has also proved to be a strong tool to use to gain more attention from customers. This study can benefit independent small business entrepreneurs, as well as any business as the goal of this thesis, has been achieved by conducting quantitative research among this locality's actual customers. By keeping the results of this thesis in mind, marketers can prepare a proper marketing strategy, which in turn can lay the groundwork for business success.