Young women's buying behavior of apparel and footwear in Rauma
Vu, Thuy (2018)
Vu, Thuy
Satakunnan ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121621802
https://urn.fi/URN:NBN:fi:amk-2018121621802
Tiivistelmä
The purpose of this thesis was to research about buying pattern of apparel and footwear consumers, who are young women from 18 to 29 years old and living, studying or working in Rauma. This project’s main objectives are to help the existing and future apparel and footwear retailers in Rauma to understand consumers’ buying behavior and expectations as well as to improve their customer service and increase customer satisfaction and loyalty.
The theoretical part consists of consumer behavior analysis, consumer behavior and marketing strategy and research methodology. Consumer behavior analysis will explain the concept of consumer behavior, factors influencing consumer behavior, process of purchasing decision, and briefly about online consumer behavior and influencing factors on online consumer behavior. Consumer behavior and marketing strategy will discuss about practical use of consumer behavior in creating marketing strategy, which is based on marketing mix analysis as well as market segmentation and product positioning strategy. Meanwhile, research methodology is about how the research was made and how the data is collected and analysed.
In the empirical part, the research findings are presented with information about participants’ ages and living area, regularity and timing of purchasing apparel and footwear products, where and how often participants purchase apparel and footwear products, the average amount of money participants spend per each time they go shopping for apparel and footwear products and other issues about satisfaction with Rauma local shops as well as how Rauma local shops should improve their services and where future Rauma local shops should be located. The final analysis of the research, which is presented in summary and conclusions part of the thesis, gives a solid view on the participants’ buying behavior and expectations through the research results, and also opening up marketing strategy that could be used by local marketers to improve and develop their services. Rauma current and future local shops can also find further recommendations for establishing their marketing strategy in the recommendations part of the thesis.
The theoretical part consists of consumer behavior analysis, consumer behavior and marketing strategy and research methodology. Consumer behavior analysis will explain the concept of consumer behavior, factors influencing consumer behavior, process of purchasing decision, and briefly about online consumer behavior and influencing factors on online consumer behavior. Consumer behavior and marketing strategy will discuss about practical use of consumer behavior in creating marketing strategy, which is based on marketing mix analysis as well as market segmentation and product positioning strategy. Meanwhile, research methodology is about how the research was made and how the data is collected and analysed.
In the empirical part, the research findings are presented with information about participants’ ages and living area, regularity and timing of purchasing apparel and footwear products, where and how often participants purchase apparel and footwear products, the average amount of money participants spend per each time they go shopping for apparel and footwear products and other issues about satisfaction with Rauma local shops as well as how Rauma local shops should improve their services and where future Rauma local shops should be located. The final analysis of the research, which is presented in summary and conclusions part of the thesis, gives a solid view on the participants’ buying behavior and expectations through the research results, and also opening up marketing strategy that could be used by local marketers to improve and develop their services. Rauma current and future local shops can also find further recommendations for establishing their marketing strategy in the recommendations part of the thesis.