Online Shopping Behavior of Young Russian Consumers
Piltti, Tiina (2014)
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014061112570
https://urn.fi/URN:NBN:fi:amk-2014061112570
Tiivistelmä
The goal of the thesis is to find out online shopping experiences and habits of young people in St. Petersburg, Russia, find out the differences in shopping habits between Russian and foreign electronic commerce, and to describe the problems that the target group has faced. Also attitude towards Finnish online stores is studied. The research is conducted with the help of primary and secondary data.
The research is qualitative and was conducted in April and May 2013 in St. Petersburg. The research process consisted of the following phases: collecting secondary data and writing the theoretical section, collecting data through personal interviews, and analyzing data and reporting. 20 university students between 20 and 24 years of age from St. Petersburg were interviewed in personal interviews. The responses of the interviewees were written down. Additionally two experts from the field of electronic commerce and doing business in Russia were consulted.
The shopping habits of young Russian consumers differ between Russian and foreign online stores. Young Russians are more familiar with using Google as an information source and they are also familiar with using other payment methods besides cash. They rely highly on friends’ recommendations when choosing Russian and foreign online stores. To attract Russian consumers companies should invest in online experience factors.
The research is qualitative and was conducted in April and May 2013 in St. Petersburg. The research process consisted of the following phases: collecting secondary data and writing the theoretical section, collecting data through personal interviews, and analyzing data and reporting. 20 university students between 20 and 24 years of age from St. Petersburg were interviewed in personal interviews. The responses of the interviewees were written down. Additionally two experts from the field of electronic commerce and doing business in Russia were consulted.
The shopping habits of young Russian consumers differ between Russian and foreign online stores. Young Russians are more familiar with using Google as an information source and they are also familiar with using other payment methods besides cash. They rely highly on friends’ recommendations when choosing Russian and foreign online stores. To attract Russian consumers companies should invest in online experience factors.