Food Expenditure in Fast-Moving Consumer Goods Among the Students in Vaasa
Ghimire, Pravesh (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202505079610
https://urn.fi/URN:NBN:fi:amk-202505079610
Tiivistelmä
This study aimed to provide a detailed understanding of the pattern and value of the expenditure of the students in foodstuffs, balancing limited financial resources, in Vaasa, Finland, which has a heterogeneous population of students from all over the globe. The study aimed to analyze the current proportion of food expenditure on FMCG products out of the total expenditure on foodstuffs. Similarly, the relationship between the value of food expenditure and the total income and the total savings has been assessed. In addition, the impact of brand value, price, quality, and marketing strategies on food expenditure has been examined.
A descriptive research design was used, using the primary data of 124 students in Vaasa, through an online survey. The relation of income and savings has been seen with food expenditure separately through correlation. The impact of price, quality, brand image, and marketing strategies as independent variables on food expenditure as a dependent variable has been seen through multiple regression.
There was no difference in expenditure in the FMCG segment from total food expenditure, as all the foods were in the form of FMCG themselves, right from the beginning. Most of them were international students, either unemployed or employed part-time, causing them to either have no earnings or earn less, relying on mandatory funds from their home country for their daily food expenditure. The correlation between total food expenditure and total income implies that there is a slight but weak positive association between income and expenditure among students, mentioning that the expenditure on food has been somewhat constant, unaltered by the income. The correlation between total food expenditure and total savings, the negative sign suggests that as expenditure on food increases, savings tend to decrease slightly, but the relationship is not strong. It was observed in the regression model that Price, Quality, and Marketing Strategies have positive coefficients, which means Price, Quality, and Marketing Strategies have a direct impact on the food expenditure; but, the brand image has a negative coefficient, which means that it has an indirect impact on food expenditure, keeping other factors constant.
A descriptive research design was used, using the primary data of 124 students in Vaasa, through an online survey. The relation of income and savings has been seen with food expenditure separately through correlation. The impact of price, quality, brand image, and marketing strategies as independent variables on food expenditure as a dependent variable has been seen through multiple regression.
There was no difference in expenditure in the FMCG segment from total food expenditure, as all the foods were in the form of FMCG themselves, right from the beginning. Most of them were international students, either unemployed or employed part-time, causing them to either have no earnings or earn less, relying on mandatory funds from their home country for their daily food expenditure. The correlation between total food expenditure and total income implies that there is a slight but weak positive association between income and expenditure among students, mentioning that the expenditure on food has been somewhat constant, unaltered by the income. The correlation between total food expenditure and total savings, the negative sign suggests that as expenditure on food increases, savings tend to decrease slightly, but the relationship is not strong. It was observed in the regression model that Price, Quality, and Marketing Strategies have positive coefficients, which means Price, Quality, and Marketing Strategies have a direct impact on the food expenditure; but, the brand image has a negative coefficient, which means that it has an indirect impact on food expenditure, keeping other factors constant.