Defining Brand Voice Through Buyer Personas for Ruohonjuuri Oy

Abstract

The objective of the thesis was to achieve an in-depth understanding of Ruohonjuuri Oy's Swedish store's (named Happy Food Store) customers, by surveying and using data-analysis methods to compile representative buyer personas which were utilised as a base for brand voice guidelines. The commissioning company suggested research into the drivers, hurdles and needs of the customers, and therefore consumer behaviour, buyer decision process are at the center of the theoretical framework. The results of the quantitative analysis provide behavioural, psychographic, demographic and buying motives of their current customers, which can be utilised by marketing managers to craft messages to suit the audience. As Happy Food Store has only existed in the Swedish market for a few years, it is hoping to increase its market share for better profitability. The sales and marketing teams could use the buyer personas and brand voice guidelines to tone their messaging and develop product and services specifically for the Swedish market.