Browsing by Subject "ostokäyttäytyminen"
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(2018)In this study, I examine how consumers choose wine. The research questions are as follows 1. What factors in general affect wine buying? 2. What factors influence choosing wine in the store environment? 3. What is the significance of responsibly consuming in choosing wine? The research background consists of research on wine-making, its environmental impact, as well as wine-labelling. This framework also includes the wine choosing- and consumer behaviorism theories. Previous research has shown that wine choosing is affected by price, country of origin, taste descriptions, as well as the labelling. The data consists of seven research subjects, of whom five were women and two men. The subjects were between 29-70 years of age, six subjects lived in the Helsinki metropolitan area and one in central Finland. The data were collected with the thinking aloud protocol, in which the subjects report their wine selection process by speaking aloud. All the wine selecting was done in the Alko store environment. The recorded data was transcribed, after which it was structured with content analysis to fit the research questions. The analysis highlighted the researcher's abductive reasoning, where the collected data and the theoretical framework alternated to answer the research questions. My research shows that wine consumption is social: it is consumed in everyday life, as a socializing drink, and in combination with food. The main wine selection factor is time. When there is little time the subjects either chose a familiar product, or ended up impulsively for a colorfully labelled product. With more time, the subjects spent more time on comparing products. Independent comparisons made in the selection process were aided by the Alko product information cards. They contain information about the price, flavor descriptions, as well as taste type classifications and food symbols. Alko customer service is valued and needed especially if you're looking for wines to pair with food. Sustainability and ecology did not largely influence wine selection. Except for organic wines, the subjects had incomplete knowledge in different wine growing methods and the associated labelling. In general, it can be stated that the less the consumer had knowledge of the label entries, the more frustrated they were, when there were several entries. All the subjects were, however, interested to know more of the entries. It seems that the information given by the Alko information cards and customer service, affect the customers attitude towards the different entries.
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(2015)Research objectives. The purpose of this study is to examine consumers' purchase behavior and food choices in the grocery-shopping context. The study examines the basis on which consumers choose food items as well as how impulse shopping is done. In addition, the study will explore how consumer orientation is reflected in consumers' speech, and actual purchase decisions they make. The theoretical approach of the study is based on food consumption and food choice framework. Food choice is analyzed with a reference to Järvelä's, Mäkelä's and Piiroinen's (2006) food choice strategies and everyday practices -study. The key research questions are: 1. On what grounds people make their purchase decisions in the grocery shopping context? 2. What kind of grocery purchases are made impulsively? 3. What kind of consumption models emerge from the purchase behavior and consumer speech? Methods. The data collection methods were as shop-alongs and semi-structured interviews. Shop-along method from the ethnographic research tradition was complemented with the thinking aloud -method. The study sample consisted of 18 adults aged from 24 to 59 years. All respondents lived in two-adult households. 11 of the respondents were women and 7 men. The data was analyzed by using content analysis method. Results and discussion. The main selection criteria for groceries were price, healthiness, taste and the origin of food. Also other things, such as the purpose of use, size and formula, affected food selection. Impulse buying was done to some extent. Impulse buying was influenced by the use of the shopping list and purchase style. Use of a shopping list reduced impulse buying. Impulse purchases included fruits and vegetables, meat and chicken, breads, cheeses, drinks and sweets. Consumer speech emphasized the price and meaning of the whole balanced and diverse diet over of individual product choices. There was also a contradiction in consumer speech: whilst people would have preferred ethical and sustainable products they had to buy cheaper products for economical reasons.
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