Julkaisut

Simo Vassinen: Consuming seasonality - Examining variables affecting the consumption of two seasonal products (27.11.2008)

This thesis attempts to chart the different modalities affecting the consumption of seasonal products. The focus is on examining consumer behavior, as the roles of involvement, brand loyalty, habitual buying and product importance have a clear effect on marketing, purchasing and consumption modalities. Seasonal variation affects nearly all industries with the impacts of weather, the temperate seasons and the holidays on marketing and consumption. With seasonal goods, the roles of traditions, habits and customs are strong. Together, these variables form a complex phenomenon and a challenge for the marketer to address.

This study examines seasonal consumption through two different product categories: beer and downhill skis. With aim to shed light on consumer behavior, a qualitative study method was chosen. Thirteen semi-structured interviews were conducted with individuals representing various roles to grasp the aspects of the research question broadly. The review of literature comprises of two parts: seasonality in business and consumer involvement. The two seemingly unconnected fields of theory are logically connected in the study. The concept of involvement is seen to be important and useful in the examining of consumer conduct in a seasonal context. The two case studies are first examined separately according to the theoretical framework built from the seasonality and involvement discussions, and then brought together for crossanalysis and managerial implications.

Seasonal variation was clearly seen to affect both the beer and the skiing industries. Interesting congruencies were found in the seemingly different products categories. Social consumption is an important source of involvement for both. The roles of traditions and customs guide both the consumer and the marketer and place reciprocal constraints on the industries.

Lataa PDF »

Muut julkaisut »

Etusivulle »