Business plan for an Online Sri Lankan Clothing Store in Finland
Palihakkara, Madhuka (2025)
2025
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https://urn.fi/URN:NBN:fi:amk-2025112830571
https://urn.fi/URN:NBN:fi:amk-2025112830571
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The thesis studied how Sri Lankan migrants in Finland maintain their cultural values through traditional clothing and uses these findings to develop a viable business plan. The study examines when and where Sri Lankan migrants in Finland choose to wear traditional clothing, which factors influence their purchasing decisions, and the opportunities and challenges that exist when buying these products. The research interests Sri Lankan immigrants who reside in Finland.
The theoretical framework combines elements from cultural identity studies, diaspora consumer behavior studies, and entrepreneurial strategies for startups in a niche market. The research used a quantitative research design, with an online survey as the data collection method, targeting Sri Lankan migrants residing in Finland. The study used survey data to identify patterns in traditional clothing use and purchasing behavior, as well as the opportunities and challenges consumers experience.
The research shows that most Sri Lankan migrants in Finland use traditional clothing for Sinhala and Tamil New Year celebrations and in daily life at home. Also, they wear traditional clothing at religious and community gatherings to express their cultural identity. The research shows that consumers’ purchasing choices depend on their cultural attachment (through participation in cultural and religious affairs), event-based demand, price consciousness, and climate compatibility. Survey responses reveal consumers face two key difficulties when purchasing these products: Limited local availability and high prices. These findings have been utilized to create the study's final product: a business plan for an online clothing store serving the Sri Lankan population living in Finland with traditional attire.
The research contributes to understanding how cultural identity affects diaspora consumer behavior and provides entrepreneurs with practical knowledge to create online businesses that serve multicultural environments.
The theoretical framework combines elements from cultural identity studies, diaspora consumer behavior studies, and entrepreneurial strategies for startups in a niche market. The research used a quantitative research design, with an online survey as the data collection method, targeting Sri Lankan migrants residing in Finland. The study used survey data to identify patterns in traditional clothing use and purchasing behavior, as well as the opportunities and challenges consumers experience.
The research shows that most Sri Lankan migrants in Finland use traditional clothing for Sinhala and Tamil New Year celebrations and in daily life at home. Also, they wear traditional clothing at religious and community gatherings to express their cultural identity. The research shows that consumers’ purchasing choices depend on their cultural attachment (through participation in cultural and religious affairs), event-based demand, price consciousness, and climate compatibility. Survey responses reveal consumers face two key difficulties when purchasing these products: Limited local availability and high prices. These findings have been utilized to create the study's final product: a business plan for an online clothing store serving the Sri Lankan population living in Finland with traditional attire.
The research contributes to understanding how cultural identity affects diaspora consumer behavior and provides entrepreneurs with practical knowledge to create online businesses that serve multicultural environments.