Consumer Behaviour and Sustainable Customer Perception In Tokmanni
Laine, Marisa (2021)
Laine, Marisa
2021
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021111520244
https://urn.fi/URN:NBN:fi:amk-2021111520244
Tiivistelmä
Tokmanni is Finland’s leading discount retailer chain. Tokmanni aims to have responsible sourcing, reduce their environmental impact, and become even more sustainable within their operations. The purpose of this thesis is to find ways in which Tokmanni can improve customers’ experience and enhance sustainable customer perception.
Tokmanni has a solid and trustworthy brand, however, one must keep adapting as customers trends change. Based on the rise of demand for sustainable business and products, Tokmanni could publicize their action that contributes to sustainability. Make environmentally friendly products more visible for their customers and fix current issues that are present within their customer service at their physical stores.
Relevant theories were studied and the research method in this thesis is both quantitative and qualitative. Data for the analysis were collected from the survey made based on the topic. Other data collection came from online customer reviews on various Tokmanni stores which were then analysed. The survey gathered information on the current perception Tokmanni customers have of Tokmanni as a brand. The survey measures customers’ knowledge of Tokmanni as a business. Furthermore, the survey includes development ideas on sustainability based on customers’ responses. The research revealed Tokmanni can further develop their marketing strategy and further improve their customer service
Tokmanni has a solid and trustworthy brand, however, one must keep adapting as customers trends change. Based on the rise of demand for sustainable business and products, Tokmanni could publicize their action that contributes to sustainability. Make environmentally friendly products more visible for their customers and fix current issues that are present within their customer service at their physical stores.
Relevant theories were studied and the research method in this thesis is both quantitative and qualitative. Data for the analysis were collected from the survey made based on the topic. Other data collection came from online customer reviews on various Tokmanni stores which were then analysed. The survey gathered information on the current perception Tokmanni customers have of Tokmanni as a brand. The survey measures customers’ knowledge of Tokmanni as a business. Furthermore, the survey includes development ideas on sustainability based on customers’ responses. The research revealed Tokmanni can further develop their marketing strategy and further improve their customer service