Entering a coffee business in Finland : viability of an online coffee subscription business model
Surco Taype, Lucio (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121930997
https://urn.fi/URN:NBN:fi:amk-2022121930997
Tiivistelmä
Aiming to provide Finnish consumers with additional different coffee options that the author considered reduced in the market and intending to give insights to entrepreneurs considering entering this business field. The thesis was written to explore on the viability of an online coffee subscription in Finland.
In Finland coffee is consumed by nearly every person in diverse situations, however it was perceived by the author that varieties and brands typically chosen by Finnish consumers are reduced to only a few, this despite the broad selection available in retail stores of varied sizes. Subscription businesses of physical goods are not as popular as its digital equivalents.
To explore and understand the reasons behind these perceptions, several Finnish coffee consumers were interviewed to express their feelings when presented different coffee options and an online survey was distributed to identify their online shopping preferences. Additionally, secondary data such a journals, articles, peer-reviewed documents, and documented experiences of different business in these areas were analysed to get a deeper understanding on the topic.
The findings suggested that Finnish consumers have a strong attachment for brands they already know and are familiar with, yet on occasions they are open to try out different options while these do not differ considerably to their regular choices. Also, Finnish people preferred to get information from friends or family or to visit their local store if they want to try a new product. Meanwhile in the e-commerce sphere, sales of physical goods using online subscription were not so extensive in the country, but it is slowly growing across different industries. A business in the coffee industry could benefit from assessing these preferences, making use of the growing trend on subscription, and developed digital culture.
In Finland coffee is consumed by nearly every person in diverse situations, however it was perceived by the author that varieties and brands typically chosen by Finnish consumers are reduced to only a few, this despite the broad selection available in retail stores of varied sizes. Subscription businesses of physical goods are not as popular as its digital equivalents.
To explore and understand the reasons behind these perceptions, several Finnish coffee consumers were interviewed to express their feelings when presented different coffee options and an online survey was distributed to identify their online shopping preferences. Additionally, secondary data such a journals, articles, peer-reviewed documents, and documented experiences of different business in these areas were analysed to get a deeper understanding on the topic.
The findings suggested that Finnish consumers have a strong attachment for brands they already know and are familiar with, yet on occasions they are open to try out different options while these do not differ considerably to their regular choices. Also, Finnish people preferred to get information from friends or family or to visit their local store if they want to try a new product. Meanwhile in the e-commerce sphere, sales of physical goods using online subscription were not so extensive in the country, but it is slowly growing across different industries. A business in the coffee industry could benefit from assessing these preferences, making use of the growing trend on subscription, and developed digital culture.