Business opportunities for Koistinen kantele in Japan : A market survey
Meloni, Antto (2012)
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023091325760
https://urn.fi/URN:NBN:fi:amk-2023091325760
Tiivistelmä
Kantele, the Finnish national instrument, has seen a huge rise in popularity during the last two decades, not only in its native country, but also in Japan. Koistinen Kantele Ltd, the leading kantele manufacturer, has been selling kantele instruments to Japan since the early I 990's. The Japanese kantele market can be considered a niche market, and the theory behind this thesis was based on niche market concepts.
The aim of this thesis was to search and provide information about the Japanese kantele market to Koistinen Kantele Ltd, in order for them to improve their marketing efforts in Japan. The research was conducted through an on-line questionnaire that was sent to Japanese kantele musicians. The questionnaire dealt with subjects such as customer behaviour and brand awareness.
The aim of this thesis was to search and provide information about the Japanese kantele market to Koistinen Kantele Ltd, in order for them to improve their marketing efforts in Japan. The research was conducted through an on-line questionnaire that was sent to Japanese kantele musicians. The questionnaire dealt with subjects such as customer behaviour and brand awareness.