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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Lindstr\u00f6m, Janita", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-06-04T09:18:37Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-06-04T09:18:37Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/64313", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkielman tarkoituksena oli selvitt\u00e4\u00e4, mist\u00e4 syist\u00e4, mihin k\u00e4ytt\u00f6tarkoituksiin ja mink\u00e4laisista ostopaikoista y-sukupolvea edustavat kuluttajat ostavat posti- ja onnittelukortteja sek\u00e4 mitk\u00e4 tekij\u00e4t vaikuttavat ostopaikan valintaan ja kortin ostamisp\u00e4\u00e4t\u00f6ksen syntymiseen nuoren kuluttajan tapauksessa. Tutkielma toteutettiin yhteisty\u00f6ss\u00e4 kortti- ja paperituotevalmistaja Karto Oy:n kanssa, ja osaltaan sen tarkoituksena oli my\u00f6s selvitt\u00e4\u00e4, onko y-sukupolvi korttien valmistajalle potentiaalinen kohderyhm\u00e4.\nTutkielma toteutettiin laadullisia ja m\u00e4\u00e4r\u00e4llisi\u00e4 menetelmi\u00e4 yhdistellen nk. monimetoditutkimuksena, ja aineisto ker\u00e4ttiin verkkokyselyll\u00e4 sek\u00e4 teemahaastatteluin. Tutkimuksen p\u00e4\u00e4paino oli kvalitatiivisessa aineistossa, jonka analysoinnissa hy\u00f6dynnettiin laadullista sis\u00e4ll\u00f6nanalyysin periaatteita.\nTutkimus osoitti, ett\u00e4 my\u00f6s nuoret kuluttajat ostavat ja arvostavat posti- ja onnittelukortteja. Kortin ostopaikaksi valikoituu usein ruoka- ja p\u00e4ivitt\u00e4istavarakauppa tai tavaratalo n\u00e4iden helppouden vuoksi, mutta toisaalta nuoret kuluttajat arvostavat entist\u00e4 enemm\u00e4n my\u00f6s kokemuksellisuutta tarjoavia ostoymp\u00e4rist\u00f6j\u00e4, kuten paperituotteisiin erikoistuneita erikoisliikkeit\u00e4. Posti- ja onnittelukortin vahvasti esteettisen luonteen vuoksi kortin design n\u00e4htiin keskeisimp\u00e4n\u00e4 ostop\u00e4\u00e4t\u00f6kseen vaikuttavana tekij\u00e4n\u00e4; toisaalta useiden kortteja myyvien liikkeiden valikoimat koettiin t\u00e4ll\u00e4 hetkell\u00e4 kuvituksiensa osalta vanhanaikaisina ja persoonattomina, ja niilt\u00e4 kaivattiin uudistumista.\nTutkimus osoittaa, ett\u00e4 y-sukupolvi on potentiaalinen kohderyhm\u00e4 pos-ti ja onnittelukorttien valmistajalle nyt ja tulevaisuudessa, mutta sen tavoittaminen vaatii erilaista l\u00e4hestymistapaa kuin t\u00e4h\u00e4n asti ensisijaisena asiakassegmenttin\u00e4 pidettyjen, edelt\u00e4vien sukupolvien.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2019-06-04T09:18:37Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-06-04T09:18:37Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "72", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Suomalainen y-sukupolvi posti- ja onnittelukorttien kuluttajina", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201906042921", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.collaborator", "value": "business", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "business", "language": "", "element": "contractresearch", "qualifier": "initiative", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "y-sukupolvi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostop\u00e4\u00e4t\u00f6kset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajak\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostok\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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