Browsing by Subject "kuluttajatyyppi"

This study’s goal was to describe young female students as consumers and to create a new consumer type that represents young female students. The aim was to find similarities and differences between young female students’ stories about their consumption and four different consumer types presented by Saarinen (2001, 52). In this study the young female students’ experiences about consuming in their every-day student life are being described. The study was conducted with a qualitative research approach. The data was collected with themed group conversation. This method was created by putting the characteristics of theme interview and group conversation together. Four young female students participated in the themed group conversation. The themes for the themed group conversation were created based on Saarinen’s (2001, 52) four different consumer types. The students’ consumption stories were formed during the themed group conversation and those stories were analysed in two steps. First in the content analysis the data was divided by themes related to Saarinen’s (2001, 52) different consumer types. Later a new consumer type was created with narrative analysis by consumption stories by the students. There were similarities and differences with the students’ consumption stories and Saarinen’s (2001, 52) consumer types. In each students’ experiences of consumption were different features of more than one consumer type. The new consumer type was created by the consumption stories of the students and was named as thrifty considerer. Thrifty considerer saves money target-oriented regularly, buys only in need and considers environment when doing consumption decisions. In the future it should be researched what kinds of other consumer types there is among students and form new consumer types to describe for example a student with a family or a student with an earlier degree.