Buying behaviour toward electrical power tools : A study into the decision making and selection of power tools for purchase by Finnish construction professionals
Jurs, Kätlin (2017)
Jurs, Kätlin
Metropolia Ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017060212034
https://urn.fi/URN:NBN:fi:amk-2017060212034
Tiivistelmä
The objective of the thesis is to examine consumer behaviour of Finnish construction professionals towards purchasing electric power tools in Finland and to analyse whether Rebir products could potentially reach the Finnish consumer.
Rebir is a Latvian manufactured electric power tool brand with a broad and multifaceted product range directed towards professional end-users. Although the brand is well known and vastly used in Eastern Europe, it is a brand known among the Finnish consumers. Therefore, this study is done on behalf of Rebir to research consumer behaviour towards purchasing electric power tools in Finland to determine whether Rebir products could potentially reach the relevant market.
The research was carried out through a quantitative methodology and the data was collected with the aid of a questionnaire. There were 225 questionnaires distributed in total, 173 were fully completed and collected, and 133 questionnaires were used in the analysis as they fulfilled the sample criteria.
The results of the questionnaire revealed that the average Finnish construction industry professional that uses electric power tools and has a high degree of decision power regarding the purchase of that specific tool is predominately male in the age 25 to 50 years old. Moreover, it was found that the construction industry in Finland largely consists of small businesses and small independent contractors. Consumers in the construction industry purchased electric power tools often and they mostly participated in these purchases to a high degree. It was found that electric power tools are usually purchased from large retail chain stores but information on purchases is relied on online sources and industry advisors. The most valued qualities perceived for an electric power tool were product quality, price and durability whereas the brand Bosch was perceived to be most popular.
The results of this thesis provide a good foundation for the Rebir brand in determining whether the Finnish construction industry professional can be reached. All in all, it was found that Rebir products could reach Finnish construction industry professionals on the basis of wanted product characteristics and it was recommended that Rebir should focus on establishing brand value through online reviews and industry advisors to best reach the customer. It was also recommended that they focus on the buying centre to reach key influencers and deciders in the purchases. Further research is however needed to determine a better understanding of consumer as well as business buyer needs and wants.
Rebir is a Latvian manufactured electric power tool brand with a broad and multifaceted product range directed towards professional end-users. Although the brand is well known and vastly used in Eastern Europe, it is a brand known among the Finnish consumers. Therefore, this study is done on behalf of Rebir to research consumer behaviour towards purchasing electric power tools in Finland to determine whether Rebir products could potentially reach the relevant market.
The research was carried out through a quantitative methodology and the data was collected with the aid of a questionnaire. There were 225 questionnaires distributed in total, 173 were fully completed and collected, and 133 questionnaires were used in the analysis as they fulfilled the sample criteria.
The results of the questionnaire revealed that the average Finnish construction industry professional that uses electric power tools and has a high degree of decision power regarding the purchase of that specific tool is predominately male in the age 25 to 50 years old. Moreover, it was found that the construction industry in Finland largely consists of small businesses and small independent contractors. Consumers in the construction industry purchased electric power tools often and they mostly participated in these purchases to a high degree. It was found that electric power tools are usually purchased from large retail chain stores but information on purchases is relied on online sources and industry advisors. The most valued qualities perceived for an electric power tool were product quality, price and durability whereas the brand Bosch was perceived to be most popular.
The results of this thesis provide a good foundation for the Rebir brand in determining whether the Finnish construction industry professional can be reached. All in all, it was found that Rebir products could reach Finnish construction industry professionals on the basis of wanted product characteristics and it was recommended that Rebir should focus on establishing brand value through online reviews and industry advisors to best reach the customer. It was also recommended that they focus on the buying centre to reach key influencers and deciders in the purchases. Further research is however needed to determine a better understanding of consumer as well as business buyer needs and wants.