How Branding Influences the Purchasing Decisions of Adults in Finland: A Case Study of Irish Whiskey

Abstract

This thesis aimed to gain understanding on how branding influences the purchasing decisions of adults in Finland, specifically focusing on Irish whiskey. The theoretical framework for this thesis was built on a multitude of theories, models and otherwise important elements that all play an important role in branding, for example, the Consumer Behaviour Model, Brand Image and Brand Equity, The context of Irish Whiskey and so forth. Based on the theoretical framework, a main research question was made, ‘How does branding factors influence purchasing decision of adults in Finland when choosing Irish Whiskey?’, as well as five investigative questions that were aimed to gain a more comprehensive understanding of the topic. The five investigative questions regarded as the topics of Visual Branding Elements, Cultural Relevance, Branding Recognition & Perception, Consumer Trends and Price Perception.

Data was collected through an online survey, where answers were given on various Likert-scales, with a couple of open-ended questions also included. The final number of respondents was 28, with an equal division of men (14 respondents) and women (14 respondents). The survey was distributed through social media channels, and Google Forms and Excel were used for analysing the data.

The final results indicated that branding may influence purchasing decisions in several ways. Moreover, while there were no remarkable differences between genders, women showed a slightly higher tendency to be more influenced by, or perhaps being more aware of branding tactics.

As this thesis focused on Irish whiskey, the findings are of particular interest to Irish whiskey distilleries and other similar competitors. Our results offer a broad insight to how different elements of branding can influence purchasing decisions of adults in Finland, which could be valuable for future marketing strategies.