Liberalization of shop opening hours : Consumer behaviour and opinions in shopping centre Jumbo
Helosvuori, Elina (2016)
Helosvuori, Elina
Metropolia Ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016120819520
https://urn.fi/URN:NBN:fi:amk-2016120819520
Tiivistelmä
The aim for this thesis was to investigate changes in consumer behaviour in shopping centre Jumbo and find out consumers’ opinions regarding the liberalization of the shop opening hours in Jumbo shopping centre. The thesis is concentrated on the law change in 1.1.2016 when the shop opening hours were liberalized for the first time in Finland and how it has affected the retail industry. Changes since 1969 in the laws of the shop opening hours are also studied. The research section of this thesis investigates the changes in consumer behaviour and consumers’ opinions of the liberalization of the shop opening hours in shopping centre Jumbo. The research was conducted in shopping centre Jumbo and 90 consumers answered the survey. Most of the respondents of the survey had a positive attitude regarding the liberalization of the shop opening hours. The majority of the respondents that answered the survey felt that the liberalization of the opening hours was necessary. Liberalization of the shop opening hours was found to be very unnecessary by 27% of the respondents. However, 77% answered that they do not prefer to shop in Jumbo specifically because of the extended opening hours. 50% of the respondents felt that the extended opening hours will not change their shopping behaviour in Jumbo.