Attracting customers to Nipponsport in Finland

The case company of the thesis is Nipponsport that is a part of an International company named Group Nordica that opera tes in the Nordic Regions. Group Nordica bought Budosport Visions Ltd business Operations which was selling martial arts equipment through a physical store and a website year ago in Finland and changed the name to Nipponsport. There are four objectives for the thesis. First objective is to find out the factors that affect the customer decision making for products at Nipponsport that happen in the different stages of the customer decision process. Another objective is to know the current image Nipponsport. The third objective is to know what information channels do our customers value and use. The last one is to find out what are the most known brands known from the product selection that Nipponsport has. These objectives will help in achieving the aim of attracting more customers Nipponsport in Finland. The theoretical part will consist of concepts such as customer decision process, corporate image, information channels, and brands that will be explained and how they have a relation to attract more customers. The results of the questionnaire will help Nipponsport to make the customer selection process easier for the customer. Then the results of the questionnaire will be shown, analysed with the chi square of independence analysis, and explained. The study was conducted by using an electronical questionnaire that was that was sent to regular customers as well as club customers so that we can acquire reliable results. The questionnaire will help in data collection. The questionnaire was conducted with Nipponsport and focused on four themes that are information channels, brands, corporate image, and customer decision process. The results show which are the most important factors in the customer decision process such as quality, speed of delivery, and price etc. The brands that are known to the customer are Adidas, Venum, and Nipponsport. Customers search for information from traditional as well as digital channels when looking for martial arts products. Lastly Nipponsport has strong corporate image since customer see that characteristics such as trustworthy and customer friendly suit them well. As a conclusion the company is performing well in Finland and it is able to attract customers by utilizing the results of the questionnaire. It is recommended to make further studies regarding the competition in order to better position itself in the market and also a deeper study regarding the shop as a strategic contributor to attract more customers