Customers Purchasing Behavior : Famifarm Oy, Joroinen Finland

Abstract

The study is looking at customer side and responsiveness in buying Järvikylä range of products (let-tuce and herbs) in respect to easy recognition at shops. Most importantly, behavior of customers and prospective buyers in decision making process and motivating factors towards Järvikylä products. Finding customers’ reactions to the products and suggesting possible ways of satisfying customers and creating customer-based brand for Järvikylä brand. Theoretical data was collected from books, internet and reports from Järvikylä. Theoretical study was based on purchasing behavior of customers in respect to buying products from Järvikylä, per-ception, attitude and decision making process of customers. Empirical data is based on customers’ purchasing behavior towards Järvikylä range of products and marketing activities geared towards more points of contacts with the products through social media, the use of Magazine advertisement and using consultants in shops for product recipes use. Quantitative and qualitative research methods were used in collecting data and analysis. Qualitative research method was used to find problems associated with customers purchasing behavior through using of designed survey questionnaire and literature review. The quantitative research method was used in analyzing the data. The questionnaire covered very important marketing activities imple-mented in the year 2013 by the company. The purpose of this thesis (topic customers purchasing behavior and a case study of Famifarm Oy) was to know purchasing behavior of customers, customers decision making process, level accepta-bility of 2013 marketing activities and giving advice where necessary to improve in creating more awareness about the product range, getting feedback from customers and emphasis on TV advertis-ing to increase sales.