Consumer behaviour of young Finnish consumers towards Sri Lankan apparel
Fernando, Marina (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052013749
https://urn.fi/URN:NBN:fi:amk-2025052013749
Tiivistelmä
Both consumer behaviour and the global apparel industry are interesting and evolving research topics. Considering their importance and impact on businesses, especially in the global context, many researchers have studied and researched these two factors from different perspectives. This study also explores both consumer behaviour and the global apparel industry, focusing on the consumer behaviour of young Finnish consumers towards Sri Lankan apparel.
The objective of the study is to understand the consumer behaviour of young Finnish consumers aged 18 to 29 towards Sri Lankan apparel. The study also aims to identify potential opportunities and possible barriers for apparel companies in Sri Lanka looking to penetrate the Finnish market. The study was conducted with a sample size of 168 across six variables. The survey was carried out through a questionnaire using the Likert scale method, and the responses were collected anonymously.
The analysis is based on descriptive statistics. According to the findings, five factors influence the apparel purchasing decisions of young Finnish consumers. These factors are brand preference, willingness to explore new apparel brands, price sensitivity, country of origin, and third-party recommendations. Due to less agreement, the sixth variable the role of retailers- has been rejected. The descriptive analysis reveals that a majority of young Finnish consumers are open and willing to explore new apparel brands, provided the brands enhance comfort and uniqueness. While categorizing the openness attitude of young Finnish consumers as a potential opportunity, the study identifies the prevailing loyalty of young Finnish consumers towards existing well-known brands as a possible barrier.
In conclusion, young Finnish consumers exhibit a trend-based yet thoughtful attitude when considering new apparel brands from Sri Lanka. Although they maintain a strong perception of brands, sensitivity to pricing, and concerns about the country of origin, they are willing to explore new apparel brands that offer greater comfort, uniqueness, and style. This positive perspective among young Finnish consumers presents a significant opportunity to Sri Lanka to enter the Finnish market with high-quality apparel that emphasizes uniqueness, style, and adherence to ethical practices.
The objective of the study is to understand the consumer behaviour of young Finnish consumers aged 18 to 29 towards Sri Lankan apparel. The study also aims to identify potential opportunities and possible barriers for apparel companies in Sri Lanka looking to penetrate the Finnish market. The study was conducted with a sample size of 168 across six variables. The survey was carried out through a questionnaire using the Likert scale method, and the responses were collected anonymously.
The analysis is based on descriptive statistics. According to the findings, five factors influence the apparel purchasing decisions of young Finnish consumers. These factors are brand preference, willingness to explore new apparel brands, price sensitivity, country of origin, and third-party recommendations. Due to less agreement, the sixth variable the role of retailers- has been rejected. The descriptive analysis reveals that a majority of young Finnish consumers are open and willing to explore new apparel brands, provided the brands enhance comfort and uniqueness. While categorizing the openness attitude of young Finnish consumers as a potential opportunity, the study identifies the prevailing loyalty of young Finnish consumers towards existing well-known brands as a possible barrier.
In conclusion, young Finnish consumers exhibit a trend-based yet thoughtful attitude when considering new apparel brands from Sri Lanka. Although they maintain a strong perception of brands, sensitivity to pricing, and concerns about the country of origin, they are willing to explore new apparel brands that offer greater comfort, uniqueness, and style. This positive perspective among young Finnish consumers presents a significant opportunity to Sri Lanka to enter the Finnish market with high-quality apparel that emphasizes uniqueness, style, and adherence to ethical practices.