Consumer behaviour and decision making processes : Case: AS TKM King
Sulakatko, Sirja (2014)
Jyväskylän ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014061112623
https://urn.fi/URN:NBN:fi:amk-2014061112623
Tiivistelmä
In the beginning of the year 2014, AS TKM King (specialized in shoe retail) commissioned a survey to map the brand position of their two shoe-store brands “SHU” and “ABC King”. The thesis was ordered to provide background information about the latest findings in consumer behavior and neuroscience field. The main research question of the thesis was – which are the motivations and factors that influence the consumer decision making process, based on a theory and real life examples? The thesis is based on the qualitative research method, which is useful for developing consumer and marketing insights.
The first part of the thesis provides theoretical basis, to understand the background of neuroscience and consumer decision making processes. This section aims to give marketing managers a thorough overview of the findings in the field of cognitive neuroscience, and how these findings can be used for creating effective marketing messages. The second part connects the theory to the real world through research. The research involves observations in three stores of “ABC King” and in-depth interviews with five participants.
The results of the research revealed that “ABC King” communicates almost exclusively through visual and auditory stimulation, leaving out aroma, touch, and flavors. Brands communicating through a multisensory platform have the greatest likelihood of creating a strong brand-related awareness. Taking into account the pre-existing theory and interview results, there could be ways of creating more effective marketing strategies by using the “5D” branding.
The first part of the thesis provides theoretical basis, to understand the background of neuroscience and consumer decision making processes. This section aims to give marketing managers a thorough overview of the findings in the field of cognitive neuroscience, and how these findings can be used for creating effective marketing messages. The second part connects the theory to the real world through research. The research involves observations in three stores of “ABC King” and in-depth interviews with five participants.
The results of the research revealed that “ABC King” communicates almost exclusively through visual and auditory stimulation, leaving out aroma, touch, and flavors. Brands communicating through a multisensory platform have the greatest likelihood of creating a strong brand-related awareness. Taking into account the pre-existing theory and interview results, there could be ways of creating more effective marketing strategies by using the “5D” branding.