Russian Consumer Behavior in Finland
Potapova, Eila (2012)
Potapova, Eila
Saimaan ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205097200
https://urn.fi/URN:NBN:fi:amk-201205097200
Tiivistelmä
The purpose of the thesis is to study consumer behavior of Russian tourists in Finland and to analyze the main factors that are influencing their buying habits. The growing effect of Russians on Finnish market triggered the interest to start this thesis.
Theoretical part of the thesis starts with a definition of the consumer and consumer behavior. Segmentation, positioning and targeting are discussed next. Afterwards, segments of Russian consumers are described generally. Empirical study focuses on practical information about Russian customers in Finland. Face-to-face interviews are part of a qualitative research method which helps to reach a sufficient understanding of Russian customers’ behavior. The empirical part was carried out in spring 2012.
The results of the study show that Russian customers are generally satisfied with the existing products and level of service in Finland. The most important factors influencing their behavior are high quality of Finnish products and affordable prices. This thesis can be used as a base for further research work on Russian customers.
Theoretical part of the thesis starts with a definition of the consumer and consumer behavior. Segmentation, positioning and targeting are discussed next. Afterwards, segments of Russian consumers are described generally. Empirical study focuses on practical information about Russian customers in Finland. Face-to-face interviews are part of a qualitative research method which helps to reach a sufficient understanding of Russian customers’ behavior. The empirical part was carried out in spring 2012.
The results of the study show that Russian customers are generally satisfied with the existing products and level of service in Finland. The most important factors influencing their behavior are high quality of Finnish products and affordable prices. This thesis can be used as a base for further research work on Russian customers.