Key Factors in Making a Purchasing Decision
Kilponen, Elinor (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120426088
https://urn.fi/URN:NBN:fi:amk-2020120426088
Tiivistelmä
The aim of this thesis was to study purchasing behaviour. The main objective was to determine what the main factor students consider when making a purchasing decision. The key questions the research focused on were what factors students take into consideration, how impulse buying plays a role in their purchasing behaviour, and what they consider as treat purchases.
The theoretical framework was gathered through literary reviews. The theories presented were Maslow’s hierarchy of needs, emotions and buying behaviour, brand loyalty, impulse buying, sustainability and environmental aspects, and pricing. The empirical study was done through a qualitative semi-structured interview and the target group was students in Vasa.
The main finding of the study was that pricing was the main factor that students consider when making a purchasing decision. Although other personal values such as eco-friendly and high-quality products might be important, they were often put to the side because of the price.
The theoretical framework was gathered through literary reviews. The theories presented were Maslow’s hierarchy of needs, emotions and buying behaviour, brand loyalty, impulse buying, sustainability and environmental aspects, and pricing. The empirical study was done through a qualitative semi-structured interview and the target group was students in Vasa.
The main finding of the study was that pricing was the main factor that students consider when making a purchasing decision. Although other personal values such as eco-friendly and high-quality products might be important, they were often put to the side because of the price.