Influence of culture on French sauna market penetration : case company: Zenestar
Hoang, Anh Duc (2021)
Hoang, Anh Duc
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021111720519
https://urn.fi/URN:NBN:fi:amk-2021111720519
Tiivistelmä
A sauna is a form of dry steam bath that originated in Finland. Nowadays, sauna has become popular all over the world. Zenestar company with its wellness concept wants to diversify the functions of the traditional sauna. By applying advanced technologies, Zenestar has successfully turned a monotonous sauna room into a luxury space for physical and mental wellness. Since 2020, the company has planned to expand to five potential countries, including France.
The market research process includes many aspects. Culture is one of those aspects. This thesis was born to analyze the influence of culture on Zenestar's penetration into the French sauna market. Culture has a direct influence on the decision to consume a product or service. It manifests itself through cultural factors. On the other hand, Hofstede's cultural dimensions theory helps researchers identify these cultural factors. Studying these factors, the thesis will have an answer to the cultural influence on the sauna consumer decision. From there, it indirectly shows the feasibility of Zenestar's market penetration. That is also the purpose of this thesis.
The thesis using deductive reasoning begins by stating the existing theoretical points. Next, through both qualitative and quantitative methods, the thesis reinforces the original theories and draws conclusions for the research. Furthermore, the thesis consists of two main parts, the theoretical part, and the empirical part. In the first part, the main theoretical points, especially Hofstede's theory will be discussed. The second section presents the process of data collection and analysis. From the obtained results, the thesis will have suggestions on whether Zenestar should penetrate the French sauna market or not.
Research shows that Zenestar has a good opportunity to penetrate the French market. However, Finnish and French cultural differences should be carefully considered. It includes the power distance in French society, the strong dependence of the French on their families, and their rigidity in receptive to new ideas as well as their rigor in the face of desires.
The market research process includes many aspects. Culture is one of those aspects. This thesis was born to analyze the influence of culture on Zenestar's penetration into the French sauna market. Culture has a direct influence on the decision to consume a product or service. It manifests itself through cultural factors. On the other hand, Hofstede's cultural dimensions theory helps researchers identify these cultural factors. Studying these factors, the thesis will have an answer to the cultural influence on the sauna consumer decision. From there, it indirectly shows the feasibility of Zenestar's market penetration. That is also the purpose of this thesis.
The thesis using deductive reasoning begins by stating the existing theoretical points. Next, through both qualitative and quantitative methods, the thesis reinforces the original theories and draws conclusions for the research. Furthermore, the thesis consists of two main parts, the theoretical part, and the empirical part. In the first part, the main theoretical points, especially Hofstede's theory will be discussed. The second section presents the process of data collection and analysis. From the obtained results, the thesis will have suggestions on whether Zenestar should penetrate the French sauna market or not.
Research shows that Zenestar has a good opportunity to penetrate the French market. However, Finnish and French cultural differences should be carefully considered. It includes the power distance in French society, the strong dependence of the French on their families, and their rigidity in receptive to new ideas as well as their rigor in the face of desires.