Consumer behaviour in Germany case company Droplet Hitech Design
Koskinen, Ida (2019)
Koskinen, Ida
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112622555
https://urn.fi/URN:NBN:fi:amk-2019112622555
Tiivistelmä
This thesis was made for the purpose of researching German consumer behavior through a survey and implementing that information with the background information of a case company to suggest whether to focus on German markets more or not.
Theoretical background is based on consumer behavior. It explains the five stages of buyer decision process and three characteristics affecting consumer behavior. These characteristics are culture, lifestyle and reference groups and social network. Other topics covered in this thesis were brand and sustainability and more specifically being environmentally friendly. One heading included background information about German consumer behavior.
Background information of the case company Droplet Hitech Design was described. A phone interview with the company´s CEO was conducted for obtaining more specific information on their brand and operations.
The main research method used in the thesis was survey. Questionnaire was translated in German and it was targeted at German consumers. All the respondents were German ones. Results were reported and analyzed. In analysis results were reflected on how the case company is currently operating. Finally there was gathered together suggestions for the case company based on the analysis.
The suggestions for the case company are the following: First, it was recommended to sell their products in similar shops as they are using in Finland. In these shops they should consider utilizing external stimuli as a tool to awaken the consumers interest or attention. Secondly, it was recommended to use specifically German Amazon platform since the case company had already considered using Amazon overall. In Amazon the case company could use German language keywords and Sponsored Products service. Thirdly, it was recommended that the case company could create a user persona(s) for further analyzing and information search.
Theoretical background is based on consumer behavior. It explains the five stages of buyer decision process and three characteristics affecting consumer behavior. These characteristics are culture, lifestyle and reference groups and social network. Other topics covered in this thesis were brand and sustainability and more specifically being environmentally friendly. One heading included background information about German consumer behavior.
Background information of the case company Droplet Hitech Design was described. A phone interview with the company´s CEO was conducted for obtaining more specific information on their brand and operations.
The main research method used in the thesis was survey. Questionnaire was translated in German and it was targeted at German consumers. All the respondents were German ones. Results were reported and analyzed. In analysis results were reflected on how the case company is currently operating. Finally there was gathered together suggestions for the case company based on the analysis.
The suggestions for the case company are the following: First, it was recommended to sell their products in similar shops as they are using in Finland. In these shops they should consider utilizing external stimuli as a tool to awaken the consumers interest or attention. Secondly, it was recommended to use specifically German Amazon platform since the case company had already considered using Amazon overall. In Amazon the case company could use German language keywords and Sponsored Products service. Thirdly, it was recommended that the case company could create a user persona(s) for further analyzing and information search.