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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Westerholm, Max", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-04-26T10:02:22Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-04-26T10:02:22Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/75191", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Maailman ik\u00e4rakenne vanhenee jatkuvasti ja asiakassegmentit, jotka koostuvat senioreista, kasvavat entisest\u00e4\u00e4n. N\u00e4m\u00e4 segmentit eiv\u00e4t ole pelk\u00e4st\u00e4\u00e4n suuria ihmism\u00e4\u00e4r\u00e4lt\u00e4\u00e4n, vaan my\u00f6s varakkaita sek\u00e4 halukkaita k\u00e4ytt\u00e4m\u00e4\u00e4n lis\u00e4\u00e4ntyneen vapaa-aikansa tuotteiden ja palveluiden kuluttamiseen.\nTutkielma pyrkii luomaan ymm\u00e4rryst\u00e4 seniorikuluttajien k\u00e4ytt\u00e4ytymisest\u00e4 sek\u00e4 ostop\u00e4\u00e4t\u00f6sprosessista. Tutkimuksen tavoitteet saavutetaan laatimalla ensin aihepiirin k\u00e4sitt\u00e4v\u00e4 kirjallisuuskatsaus, jota seuraa kvantitatiivinen tutkimus kulutusk\u00e4ytt\u00e4ytymiseen ja siihen, millaisia i\u00e4st\u00e4 johtuvia eroavaisuuksia k\u00e4ytt\u00e4ytymisess\u00e4 ilmenee. Tulokset luovat my\u00f6s lis\u00e4\u00e4 ymm\u00e4rryst\u00e4 suomalaisten kulutusk\u00e4ytt\u00e4ytymiseen, erityisesti informaation etsinn\u00e4n, sosiaalisen median k\u00e4ytt\u00f6tarkoituksen sek\u00e4 ostamisen vaikeuden konteksteissa. \nTutkielmassa k\u00e4ytet\u00e4\u00e4n kahta dataa, jotka perustuvat samankaltaiseen kyselytutkimukseen ja joista toinen oli ker\u00e4tty vuonna 2019 ja toinen 2020. Data ker\u00e4ttiin suomalaisilta v\u00e4hitt\u00e4iskaupassa asioineilta kuluttajilta. 2019 dataa k\u00e4ytet\u00e4\u00e4n tutkimuksen tavoitteiden t\u00e4ytt\u00e4miseen ja 2020 datan rooli on varsinaiselle tutkimustavoitteelle toissijainen. 2020 datalla voidaan kuitenkin pyrki\u00e4 selitt\u00e4m\u00e4\u00e4n COVID-19 pandemian aiheuttamaa kuluttajak\u00e4ytt\u00e4ytymisen muutosta. Kyselyyn vastaajien m\u00e4\u00e4r\u00e4 vuonna 2019 oli 2156 ja vuonna 2020 2568. \nTulokset indikoivat, ett\u00e4 eri-ik\u00e4iset kuluttajat my\u00f6s k\u00e4ytt\u00e4ytyv\u00e4t eri tavoin. Usein markkinoinnissa seniorikuluttajat segmentoidaan yhteen segmenttiin - 55-vuotiaat ja vanhemmat. Tutkimuksen tulosten perusteella voidaan kuitenkin kyseenalaista t\u00e4m\u00e4 segmentointitapa, sill\u00e4 segmentin sis\u00e4ll\u00e4 olevat, eri-ik\u00e4iset kuluttajat k\u00e4ytt\u00e4ytyiv\u00e4t merkitt\u00e4v\u00e4n eri tavoin. Lis\u00e4ksi tutkimuksessa k\u00e4ytetty data mahdollisti COVID-19-pandemian aiheuttamien kulutusk\u00e4ytt\u00e4ytymisen muutosten analysoinnin ja yhteenvetona voidaan todeta, ett\u00e4 kulutusk\u00e4ytt\u00e4ytyminen on muuttunut jonkin verran, mutta ei l\u00e4hesk\u00e4\u00e4n niin paljon kuin yleisesti ajatellaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Population across the world is aging at a steady rate and the consumer segments consisting of mature consumers will grow larger. These segments are not only large, but also wealthy and have spare time to allocate to purchasing goods and services, making them very lucrative to marketers. \nThis thesis aims in building understanding on the consumer behaviour of mature consumers and their decision-making process. This will be achieved by first reviewing academic literature focusing on these topics, followed by a quantitative research on consumer behaviour and the age-related differences it possesses. The research offers insight into Finnish consumers behaviour in the context of information search, social media usage and shopping difficulties. \nThis thesis uses two data sets with similar surveys from years 2019 and 2020. The data was collected from Finnish retail consumers. The 2019 data set is used mainly to reach the desired research objectives. The 2020 data set is used as a complementary one for the main research questions, but it also serves as a vital part in determining recent changes in consumer behaviour due to the COVID-19 pandemic. The total number of respondents was 2156 in 2019 and 2568 in 2020 and the respondents represent an accurate geographical sample of Finnish consumers. \nThe results indicate that there are differences in how differently aged consumers behave. Specifically, there are differences how differently aged ma-ture consumers behave, indicating that placing people aged 55 and above in the same segment might not be adequate to address all their wants and needs. In addition, the effects of COVID-19 on consumer behaviour were partly dis-covered and the results indicate that the changes are minor compared to for example, what is presented in the media.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2021-04-26T10:02:22Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-04-26T10:02:22Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "63", "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": "eng", "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": "Consumer behaviour and decision-making process of mature consumers in Finnish retail environment", "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-202104262485", "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.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, 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"dc.subject.yso", "value": "ik\u00e4\u00e4ntyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "consumer behaviour", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "consumers", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "decision making", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "buying behaviour", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ageing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "purchasing", "language": null, "element": "subject", "qualifier": 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