Fashion industry and consumer behaviour in Saint Petersburg : Case study on Finnish bag company Borneo Colours
Ylönen, Jenni (2013)
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013120720383
https://urn.fi/URN:NBN:fi:amk-2013120720383
Tiivistelmä
The aim of the thesis is to clarify Russian women’s attitudes towards the bags and purses of Borneo Colours and to find out if Saint Petersburg is a potential market area for the products. Concurrently, the thesis aims to invite reflection towards Russian markets.
The theoretical section of this paper offers information about consumer behaviour and provides a review on fashion industry both in Russia and at the global level. The theoretical sections are applied into practise with a case study example, a small Finnish bag company Borneo Colours that is interested in the possibilities that Russia is able to offer.
The empirical research is based on a qualitative method and the research was conducted in Saint Petersburg during spring 2013. In the research, opinions of Russian women and bag store managers concerning the products of Borneo Colours were studied in in-depth interviews. The sample consisted of ten Russian women aged between 30 to 50 years with middle or high level income and of five professionals working in the bag industry.
Based on the results, it is not reasonable yet for Borneo Colours to expand its business activities to Russia. The brand of Borneo Colours is unknown in Saint Petersburg and as a small company Borneo Colours does not have sufficed resources for expanding at this moment.
The theoretical section of this paper offers information about consumer behaviour and provides a review on fashion industry both in Russia and at the global level. The theoretical sections are applied into practise with a case study example, a small Finnish bag company Borneo Colours that is interested in the possibilities that Russia is able to offer.
The empirical research is based on a qualitative method and the research was conducted in Saint Petersburg during spring 2013. In the research, opinions of Russian women and bag store managers concerning the products of Borneo Colours were studied in in-depth interviews. The sample consisted of ten Russian women aged between 30 to 50 years with middle or high level income and of five professionals working in the bag industry.
Based on the results, it is not reasonable yet for Borneo Colours to expand its business activities to Russia. The brand of Borneo Colours is unknown in Saint Petersburg and as a small company Borneo Colours does not have sufficed resources for expanding at this moment.