Marketing research on company image : case Osuuspankki Kannus
Lehtomäki, Emilia (2006)
2006
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-2025101426007
https://urn.fi/URN:NBN:fi:amk-2025101426007
Tiivistelmä
Every company tries to catch the attention of the consumers. Creating brands and a strong company image are vital to companies in today's internationally competitive markets. To fashion a brand that appeals to customers is difficult to do. Two of the main processes that the marketers should take into consideration are perception and decision making.
Perception process is triggered by the stimuli consumers get from example the commercials from TV, radio and Internet. All these stimuli do not reach the consensus of the consumer. However, those who do are than given meaning. Depending on the strength of the relation between the self-image of the consumer and the symbolic value of the product or service the consumer is affected. Therefore, marketing is supposed to give meaningful experiences to the consumer in the form of products, services and ideas.
Seeing the commercial of the products and services is not enough. The consumer still has to make the decision to buy. The process of decision making is affected by numerous of different factors, for instance family, the environment and the consumer's own feelings. Many decisions are made automatically. However, the most important decisions are pondered upon for a long time.
The objective of this thesis work is to study the processes of perception and decision-making. Furthermore, a market research is done in order to evaluate how people in the Kannus area perceive Osuuspankki Kannus and their image.
Perception process is triggered by the stimuli consumers get from example the commercials from TV, radio and Internet. All these stimuli do not reach the consensus of the consumer. However, those who do are than given meaning. Depending on the strength of the relation between the self-image of the consumer and the symbolic value of the product or service the consumer is affected. Therefore, marketing is supposed to give meaningful experiences to the consumer in the form of products, services and ideas.
Seeing the commercial of the products and services is not enough. The consumer still has to make the decision to buy. The process of decision making is affected by numerous of different factors, for instance family, the environment and the consumer's own feelings. Many decisions are made automatically. However, the most important decisions are pondered upon for a long time.
The objective of this thesis work is to study the processes of perception and decision-making. Furthermore, a market research is done in order to evaluate how people in the Kannus area perceive Osuuspankki Kannus and their image.