How Megatrends Affect the Buyer Behavior of Young Adults in Northern Finland

• Main Authors: Lauronen, Essi, Smiley, Jon
• Format: Other/Unknown Material
• Language: English
• Published: 2021
• Subjects: International Business; fi=Liiketalous; hallinto ja markkinointi|sv=Företagsekonomi; förvaltning och marknadsföring|en=Business Management; Administration and Marketing|; consumer behaviour; Finland; megatrends; young adults; Bachelor of Business Administration; Northern Finland
• Online Access: http://www.theseus.fi/handle/10024/511895

This study investigated how megatrends affected the buyer behavior of young adults aged 18-29 in Northern Finland. The aim was to form a comprehensive customer profile section that would have acted as a conclusion, where the information gathered on the effects of megatrends was listed in an easy to access manner. Information gathering was done in the form of a study made in co-operation with the commissioner of this research, Kaleva Media. Discussions with Kaleva Media lead to forming the questions, from which the data was analyzed and used in the customer profile section. Arguably the most important findings were how Finns were very active recyclers and ecologically friendly people and respected longevity and reliable products. They were almost universally active on social media and followed at least one influencer on an electronic platform and would much rather have used an electronic service if it was available. COVID-19 also affected the economic lives of young adults somewhat little, with the effects having been mainly psychological.