How can Agro-Industry Development SA effectively market its organic shea butter in Finland?
Togola, Sira Helena (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120231847
https://urn.fi/URN:NBN:fi:amk-2024120231847
Tiivistelmä
This research explores the potential of Agro-Industry Development SA (AID SA) to market its organic shea butter in Finland, leveraging the growing demand for natural and sustainable skincare solutions. The study focuses on consumer awareness, information channels, and market segmentation to develop effective strategies for introducing shea butter into a relatively unfamiliar market.
The theoretical framework draws on consumer behavior and marketing models, such as the Mere Exposure Effect, Schwartz’s Consumer Awareness Stages, and the Diffusion of Innovations Theory. A mixed-method approach was employed, combining quantitative surveys and qualitative interviews to analyze Finnish consumers' preferences, behaviors, and attitudes. The findings highlight a moderately high awareness of shea butter but low brand recognition, signaling an opportunity for targeted branding efforts. Consumer preferences for soft, buttery textures, natural ingredients, and practical packaging further guide product development strategies.
The study concludes that AID SA can successfully penetrate the Finnish market by emphasizing quality, ethical sourcing, and targeted digital marketing. Recommendations include leveraging influencer partnerships, engaging storytelling, and sustainable packaging to build trust and drive adoption. Despite limitations, including a small sample size, the research provides actionable insights and sets the foundation for further exploration.
The theoretical framework draws on consumer behavior and marketing models, such as the Mere Exposure Effect, Schwartz’s Consumer Awareness Stages, and the Diffusion of Innovations Theory. A mixed-method approach was employed, combining quantitative surveys and qualitative interviews to analyze Finnish consumers' preferences, behaviors, and attitudes. The findings highlight a moderately high awareness of shea butter but low brand recognition, signaling an opportunity for targeted branding efforts. Consumer preferences for soft, buttery textures, natural ingredients, and practical packaging further guide product development strategies.
The study concludes that AID SA can successfully penetrate the Finnish market by emphasizing quality, ethical sourcing, and targeted digital marketing. Recommendations include leveraging influencer partnerships, engaging storytelling, and sustainable packaging to build trust and drive adoption. Despite limitations, including a small sample size, the research provides actionable insights and sets the foundation for further exploration.