Consumer behaviour and decision-making process of mature consumers in Finnish retail environment

Maailman ikärakenne vanhenee jatkuvasti ja asiakassegmentit, jotka koostuvat senioreista, kasvavat entisestään. Nämä segmentit eivät ole pelkästään suuria ihmismäärältään, vaan myös varakkaita sekä halukkaita käyttämään lisääntyneen vapaa-aikansa tuotteiden ja palveluiden kuluttamiseen. Tutkielma py...

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Päätekijä: Westerholm, Max
Muut tekijät: Jyväskylä University School of Business and Economics, Jyväskylän yliopiston kauppakorkeakoulu, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Aineistotyyppi: Pro gradu
Kieli:eng
Julkaistu: 2021
Aiheet:
Linkit: https://jyx.jyu.fi/handle/123456789/75191
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author Westerholm, Max
author2 Jyväskylä University School of Business and Economics Jyväskylän yliopiston kauppakorkeakoulu Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Westerholm, Max Jyväskylä University School of Business and Economics Jyväskylän yliopiston kauppakorkeakoulu Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Westerholm, Max Jyväskylä University School of Business and Economics Jyväskylän yliopiston kauppakorkeakoulu Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_sort Westerholm, Max
datasource_str_mv jyx
description Maailman ikärakenne vanhenee jatkuvasti ja asiakassegmentit, jotka koostuvat senioreista, kasvavat entisestään. Nämä segmentit eivät ole pelkästään suuria ihmismäärältään, vaan myös varakkaita sekä halukkaita käyttämään lisääntyneen vapaa-aikansa tuotteiden ja palveluiden kuluttamiseen. Tutkielma pyrkii luomaan ymmärrystä seniorikuluttajien käyttäytymisestä sekä ostopäätösprosessista. Tutkimuksen tavoitteet saavutetaan laatimalla ensin aihepiirin käsittävä kirjallisuuskatsaus, jota seuraa kvantitatiivinen tutkimus kulutuskäyttäytymiseen ja siihen, millaisia iästä johtuvia eroavaisuuksia käyttäytymisessä ilmenee. Tulokset luovat myös lisää ymmärrystä suomalaisten kulutuskäyttäytymiseen, erityisesti informaation etsinnän, sosiaalisen median käyttötarkoituksen sekä ostamisen vaikeuden konteksteissa. Tutkielmassa käytetään kahta dataa, jotka perustuvat samankaltaiseen kyselytutkimukseen ja joista toinen oli kerätty vuonna 2019 ja toinen 2020. Data kerättiin suomalaisilta vähittäiskaupassa asioineilta kuluttajilta. 2019 dataa käytetään tutkimuksen tavoitteiden täyttämiseen ja 2020 datan rooli on varsinaiselle tutkimustavoitteelle toissijainen. 2020 datalla voidaan kuitenkin pyrkiä selittämään COVID-19 pandemian aiheuttamaa kuluttajakäyttäytymisen muutosta. Kyselyyn vastaajien määrä vuonna 2019 oli 2156 ja vuonna 2020 2568. Tulokset indikoivat, että eri-ikäiset kuluttajat myös käyttäytyvät eri tavoin. Usein markkinoinnissa seniorikuluttajat segmentoidaan yhteen segmenttiin - 55-vuotiaat ja vanhemmat. Tutkimuksen tulosten perusteella voidaan kuitenkin kyseenalaista tämä segmentointitapa, sillä segmentin sisällä olevat, eri-ikäiset kuluttajat käyttäytyivät merkittävän eri tavoin. Lisäksi tutkimuksessa käytetty data mahdollisti COVID-19-pandemian aiheuttamien kulutuskäyttäytymisen muutosten analysoinnin ja yhteenvetona voidaan todeta, että kulutuskäyttäytyminen on muuttunut jonkin verran, mutta ei läheskään niin paljon kuin yleisesti ajatellaan. 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. This 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. This 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. The 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.
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spellingShingle Westerholm, Max Consumer behaviour and decision-making process of mature consumers in Finnish retail environment Markkinointi Marketing 20423 kuluttajakäyttäytyminen kuluttajat päätöksenteko ostokäyttäytyminen ikääntyminen ostaminen consumer behaviour consumers decision making buying behaviour ageing purchasing
title Consumer behaviour and decision-making process of mature consumers in Finnish retail environment
title_full Consumer behaviour and decision-making process of mature consumers in Finnish retail environment
title_fullStr Consumer behaviour and decision-making process of mature consumers in Finnish retail environment Consumer behaviour and decision-making process of mature consumers in Finnish retail environment
title_full_unstemmed Consumer behaviour and decision-making process of mature consumers in Finnish retail environment Consumer behaviour and decision-making process of mature consumers in Finnish retail environment
title_short Consumer behaviour and decision-making process of mature consumers in Finnish retail environment
title_sort consumer behaviour and decision making process of mature consumers in finnish retail environment
title_txtP Consumer behaviour and decision-making process of mature consumers in Finnish retail environment
topic Markkinointi Marketing 20423 kuluttajakäyttäytyminen kuluttajat päätöksenteko ostokäyttäytyminen ikääntyminen ostaminen consumer behaviour consumers decision making buying behaviour ageing purchasing
topic_facet 20423 Marketing Markkinointi ageing buying behaviour consumer behaviour consumers decision making ikääntyminen kuluttajakäyttäytyminen kuluttajat ostaminen ostokäyttäytyminen purchasing päätöksenteko
url https://jyx.jyu.fi/handle/123456789/75191 http://www.urn.fi/URN:NBN:fi:jyu-202104262485
work_keys_str_mv AT westerholmmax consumerbehaviouranddecisionmakingprocessofmatureconsumersinfinnishretailenvironme