Study of consumer behavior : case of Glostars : how a company can benefit from consumer research
Kulkova, Aleksandra (2021)
2021
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021112321365
https://urn.fi/URN:NBN:fi:amk-2021112321365
Tiivistelmä
The objective of the study was to conduct consumer research among users of the case company. Research aims to identify what influence consumer behaviour has on marketing activities and how to use the consumer research to benefit the company’s per-formance.
Theoretical part of the research aims to explain concepts influencing consumer behaviour and what are the necessary aspects to consider when studying the consumer and how it affects marketing.
In the current study qualitative research method is used and discussed. In-depth personal interviews were used as a method of data collection. Further analysis of the answers is provided in the empirical part of the research.
Conclusions and suggestions provided in the end of the study are based on the analysis of the gathered from participants data. It aims to support and improve marketing efforts of Glostars.
Theoretical part of the research aims to explain concepts influencing consumer behaviour and what are the necessary aspects to consider when studying the consumer and how it affects marketing.
In the current study qualitative research method is used and discussed. In-depth personal interviews were used as a method of data collection. Further analysis of the answers is provided in the empirical part of the research.
Conclusions and suggestions provided in the end of the study are based on the analysis of the gathered from participants data. It aims to support and improve marketing efforts of Glostars.