52RSZ3C6

3202

15 janvier 2021 10:05

12 avril 2021 15:06

The paper was a research on the matter of customer behavior and attitude in relation to rice and organic rice products in Finland, particularly in Helsinki. In the procedure to find out the answer, the theories of customer behavior, customer decision-making process are included and applied as the theoretical framework. The paper also investigates to some extent the effects of internal and external factors that profoundly affect the buying intentions and decision-making process. The main key drivers that accelerate the motivations of buying organic rice and hidden motives to prevent the purchasing are discussed. A questionnaire consisting of 20 questions was conducted and sent to residents at the age of 18 to 48 years old in Helsinki, Finland. After the period of two weeks collecting answers, there were 62 participants who had taken part in the survey. Then, the answering data were calculated and examined using Microsoft Excel 2010. The results showed that the attitude toward rice is positive since customers have a high interest in buying and consuming rice fairly frequently. Quality, price, and store location are three vital factors that strongly impact the customer’s buying manner towards rice. Attitudes or rice customers on organic rice are reluctant since the price and lack of public information on the products are barriers that prevent them to obtain organic rice. There is a strong connection between marketing efforts, demographics, and customer’s psychological factors to rice purchasing behviours.

None

• AB - Spécifique
• FREDO commercialisation
• GEO Finlande
• consommateur
• customer behaviour
• decision-making process
• external
• factors
• internal factors
• riz
• sociologie

2020

1 janvier 2020