Browsing by Subject "Koiranomistajuusidentiteetti"

The goal for this study was to examine the meaning of dog ownership identity when picking dog clothing. Dog clothing as a phenomenon is quite new and has only a little research on it. Theoretical frame of reference of the research was based on study of clothing, narrative research, identity research and consumer behavior research. Dog ownership identity is a partial identity same as ex. a Working identity or a parenthood identity. Dog ownership identity was approached by narrative sense of identity and dog clothing selection on behalf of consumer research. This research is linked to other researches of dog clothing by diving deeper on previous researches of dog clothing themes. Four people were interviewed. Interviewees had previous experience on dog clothing. Biography based theme interview methods was applied in an interview. Data was analyzed by applying qualitative analyzed model by Miles and Huberman(1994). A story following of biograpy research was formed on dog ownership development in relation to dog clothing selection in the analyze. In the summary, stories were reviewed as a whole together with theoretical background information. The research provided references that when dog clothes became part of dog ownership, in time clothing became a norm and attitude towards fun apparrel category clothing changed to more positive. Utility and fun apparrel categories are based on Falcks(2001) classification of dog clothing that if its needed or are dogs dressed for cosmetical purpose.Generalizing the Observation can be used in the future to review for ex. Wider inquiry. In addition an interesting phenomenon was found in the research. It was found that people who didn’t do any crafts were interested in making dog clothing. I was able to think some reasons for this with the theoretical background data but to understand it wider I would need to require more research based data.