Customer Segmentation Research : Case Study to Regon AY

Abstract

This thesis is made for Regon Ay, a company based in Haapajärvi, Finland. The Purpose of this thesis is to identify the segments of potential customers for firewood processors. The thesis aims to explain the most effective combination of marketing methods in order to reach potential customers. The relevant studies that were used in this thesis included theories of purchasing making process and linear model of communication-theory. The marketing mix tool, including 4P’s theory was widely applied in the thesis also. The qualitative research was carried out by several interviews and a straw poll directed to forest owners. This thesis mainly focuses in buyer decision process research and to the evaluation of people’s motivation to purchase and also to what kind of a decision making process people go through while making the actual purchasing decision.