Corporate Image of IKH in Kauhajoki Area
Jäkälä, Heidi (2015)
Jäkälä, Heidi
Saimaan ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015053111534
https://urn.fi/URN:NBN:fi:amk-2015053111534
Tiivistelmä
The purpose of this study was to find out the corporate image of the company Isojoen Konehalli Oy in the area of Kauhajoki. The target groups of the study were IKH’s current customers as well as people who were not yet their customers. The topic was of interest since the competition in the business world is hard and it is difficult to stand out. Hence, it was important to find out what makes IKH successful.
The hypothesis for the research question, ”What is the corporate image of IKH in the Kauhajoki area?”, was that IKH would be dynamic, forward moving and competitive like a lion. This description was based on the image that IKH wanted to communicate to their customers through their marketing efforts, products, store and customer service. However, after the empirical research, which was carried out through a questionnaire and handed out to more than160 people, the description of IKH changed to be successful, local and forward-going.
The theory part was built on Timo Rope’s theory of aspects that affect the corporate image and Jennifer Aaker’s theory of brand personality. In addition to these two major sources, several Internet sites and literature by Hannu Laakso and Philip Kotler were used.
The main points found in the research were that the corporate image of a company does not vary dramatically within a small area even in different customer segments and that out of the four different aspects; premises, physical product, service and communication, the physical product and service are the most influential factors in affecting the corporate image in the industry of technical products.
The hypothesis for the research question, ”What is the corporate image of IKH in the Kauhajoki area?”, was that IKH would be dynamic, forward moving and competitive like a lion. This description was based on the image that IKH wanted to communicate to their customers through their marketing efforts, products, store and customer service. However, after the empirical research, which was carried out through a questionnaire and handed out to more than160 people, the description of IKH changed to be successful, local and forward-going.
The theory part was built on Timo Rope’s theory of aspects that affect the corporate image and Jennifer Aaker’s theory of brand personality. In addition to these two major sources, several Internet sites and literature by Hannu Laakso and Philip Kotler were used.
The main points found in the research were that the corporate image of a company does not vary dramatically within a small area even in different customer segments and that out of the four different aspects; premises, physical product, service and communication, the physical product and service are the most influential factors in affecting the corporate image in the industry of technical products.