The development of tax-free tourist sales, Case: Puukeskus Oy, Lappeenranta
Metso, Tia (2014)
Metso, Tia
Saimaan ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014060211405
https://urn.fi/URN:NBN:fi:amk-2014060211405
Tiivistelmä
The purpose of this study was to find out how tax-free tourist sales could be developed in the case company, Puukeskus Oy, in Lappeenranta. The amount of Russian tourists and tax-free sales has been remarkable in South-East Finland and the shopping tourism has been predicted to increase also in the future. The case company, Puukeskus Oy, in Lappeenranta also wants to reach these Russian customers.
The theory part concentrates on earlier researches made of Russians’ travelling in Finland, and the Russian customer as a target market and marketing. Marketing is handled through marketing mix 4Ps. The information for theory part was gathered from books, articles, newspapers and the Internet. The chosen research method was qualitative. The data for empirical part of the study were collected by self-administered questionnaire and by semi-structured interviews addressed to Russian customers.
Based on the findings, the most important product groups, product types and advertising recommendations were discovered. One of the most important factors for Russian customers choosing Puukeskus Lappeenranta is invoice (VAT 0 %) sales. Word-of-mouth marketing is the most effective channel among Russians, and as a result of this thesis, recommended promotion channels for Puukeskus are personal selling and its availability, direct marketing by e-mail, outdoor advertising and Internet.
The theory part concentrates on earlier researches made of Russians’ travelling in Finland, and the Russian customer as a target market and marketing. Marketing is handled through marketing mix 4Ps. The information for theory part was gathered from books, articles, newspapers and the Internet. The chosen research method was qualitative. The data for empirical part of the study were collected by self-administered questionnaire and by semi-structured interviews addressed to Russian customers.
Based on the findings, the most important product groups, product types and advertising recommendations were discovered. One of the most important factors for Russian customers choosing Puukeskus Lappeenranta is invoice (VAT 0 %) sales. Word-of-mouth marketing is the most effective channel among Russians, and as a result of this thesis, recommended promotion channels for Puukeskus are personal selling and its availability, direct marketing by e-mail, outdoor advertising and Internet.