Study on consumer Decision Making
Process in the selection of Home
Cleaning Company
Case Company: MHB Clean Helsinki
Mudassar Hussain
Bachelor’s thesis
August 2017
International Business
Degree Programme in Business Administration
Description
Author(s)
Hussain, Mudassar
Type of publication
Bachelor’s thesis
Date
August 2017
Language of publication:
English
Number of pages
38
Permission for web publi-
cation: Yes
Title of publication
Study on Consumer Decision Making process in the Selection of Home Cleaning Company
Case Company : MHB Clean Helsinki
Degree programme
International Business
Supervisor(s)
Piotr, Krawczyk
Assigned by
MHB CLEAN
Abstract
The aim of this research was to study most effective factors affecting consumer buying be-
haviour in making decision about purchasing home cleaning services. Consumer behaviour
comprises of four factors: cultural, social, personal and psychological factors.
The thesis work was divided into a theory part and empirical part. The theoretical part dis-
cussed factors affecting consumer purchase decision and decision-making process and
steps involved in it. The empirical part of the research work included a survey which was
carried out through webropol-survey that included both qualitative and quantitative ques-
tions. Data were collected by a self-administered questionnaire shared with households via
Facebook groups in Helsinki capital region and with JAMK international business students.
A number open-ended questions introduced to the respondents to capture their opinion
more freely, which helped the researcher to get more deep insights in regard to topic stud-
ied. Research onion method was used to carry out research work.
Both by theoretical framework and survey results it was ascertained that social and per-
sonal factors were most important factors affecting consumer buying behaviour. Profes-
sionalism in quality of cleaning services was also an important factor and obvious reason
behind subscribing home cleaning services. The customer journey revealed that they don’t
follow all the steps in finding cleaning company but instead some customers preferred
company names selected probably based on their previous experience.
In conclusion, all the factors had effect on consumer buying behaviour for purchasing
cleaning services to some extent, however social and personal factors along with delivering
quality service, were more evident overall.
Keywords/tags (subjects)
Consumer behaviour, home cleaning, Buying Process, Buying Behaviour
Miscellaneous
1
Contents
1 Introduction ……………………………………………………………………………………… 2
2 Objectives and summary of the research ……………………………………………….. 4
2.1 Research Questions …………………………………………………………………………. 4
3 Structure of the study …………………………………………………………………………. 4
4 Consumer behaviour …………………………..……………………………………………… 5
4.1 Factors affecting consumer purchasing decision …………………………………. 5
4.1.1 Cultural factors …………………………………………………………………………… 6
4.1.2 Sub culture …………………………………………………………………………………. 7
4.1.3 Social class …………………………………………………………………………………. 7
4.2 Social factors ………………………………………………………………………………….. 8
4.2.1 Reference group …………………………………………………………………………. 8
4.2.2 Family ………………………………………………………………………………………… 8
4.2.3 Role and status …………………………………………………………………………… 8
4.3 Personal factor ………………………………………………………………………………….. 9
4.3.1 Age & lifecycle stage ……………………………………………………………………. 9
4.3.2 Occupation …………………………………………………………………………………. 9
4.3.3 Economic circumstances ……………………………………………………………. 10
4.3.4 Life Style …………………………………………………………………………………… 10
4.3.5 Personality ……………………………………………………………………………….. 10
4.4 Psychological ………………………………………………………………………………… 11
4.4.1 Motivation ……………………………………………………………………………….. 11
4.4.2 Perceptions ……………………………………………………….……………………… 13
4.4.3 Learning …………………………………………………………………………………… 14
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4.4.4 Beliefs and attitudes ………………………………………………………………….. 14
5 Decision making process ……………………………………………………………………. 15
6 Home Cleaning Services …………………………………………………………………….. 18
6.1 MHB Clean Home cleaning Service ………………………………………………….. 18
6.2 Tax deduction on Home Cleaning Services – Finland ………………………….. 18
7 Research methodology – Research Onion …………………………………………….. 19
7.1 Research Philosophy ……………………………………………………….…………….. 19
7.2 Research approaches …………………………………………………………………….. 20
7.3 Research strategies ……………………………………………………………………….. 20
7.4 Research choices …………………………………………………………………………… 21
7.5 Time horizone ……………………………………………………………………………….. 21
7.6 Technique and procedures ……………………………………………………….…….. 21
8 Results …………………………………………………………………………………………… 23
9 Conclusion ………………………………………………………………………………………. 30
References …………………………………………………………………………………………….. 31
Appendices ……………………………………………………………………………………………. 33
Figures
Figure 1. Factors Affecting Consumer Behaviour (adapted from Kotler & Armstrong 2011) ….6
Figure 2. A Brand Personality Framework (adapted from L. Aaker 1997) …………………………. 11
Figure 3. Abraham Maslow’s hierarchy of needs (adapted from Solomon 2006) ………………. 13
Figure 4. Decision Making Process (Kotler and Armstrong 2011, 152) …………………………….. 15
Figure 5. The Research Onion (Saunder & Lewis 2009) ………………………………………………….. 19
Figure 6 – Gender ……………………………………………………………………………………………………… 23
Figure 7 – Relationship Status …………………………………………………………………………………….. 24
Figure 8 – Monthly Income …………………………………………………………………………………………. 25
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1 Introduction
Consumer behaviour is broadly studied field. It lets the companies understand how
consumer decides about buying their product or acquiring services. Marketing man-
agers are always interested to know more about consumers’ behaviour so they can
prepare better communication and advertising campaigns and messages about their
products and services. Consumer makes buying decision every day and many people
don’t even know the factors which derive them to this decision. Usually the factors
affecting consumer buying behavior include psychological, social, cultural and Per-
sonal (Kotler and Armstrong 2011, 134). Buying the new home cleaning service in-
volves consumers’ research for the best option available and it might take various
factors in account in its decision-making process.
This thesis is about studying which factors of social, cultural, personal or psychologi-
cal characteristics has the most effect on consumer decision making process when
selecting home cleaning service company. The research work is carried out to high-
light the important elements for customers in the household cleaning and let the ser-
vice provider understand overall picture of customer behaviour towards the cleaning
company with the help of understanding the factors affecting consumer behaviour
for choosing a certain service provider. Better understanding of consumer behaviour
would let the marketers make the service structure as desired and attractive for the
household customer and maintain business activities according to customer de-
mands. This research work would let the general house cleaning customer record
their voice in understanding the companies what kind of service do they want which
can improve their life quality with the tailored services by the service provider.
Author has been working as home cleaning service provider in the Helsinki region
and better understanding of the consumer behaviour in the cleaning service would
give an idea which areas of the business to improve with a consumer oriented ap-
proach.
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2 Objectives
The main objective of the research is to study out most significant factors that affect
the consumer while purchasing the home cleaning service. The second objective of
the researh work is to find out how different consumers pass through purchase
decision process.
In the process of buying a product or service there are different factors which affect
the consumer buying behaviour. These factors include cultural ,social, psychological
as well as personal factors. To maintain the focused topic scope of the study is
limited to factors and actual buying process of cleaning service.
2.1 Research Questions
The main research question for the thesis is:
Which factors of cultural , social , psychological or personal characteristic has most
effect on consumer buying behaviour in the process of selecting a home cleaning
service company ?
3 Structure of the study
The thesis work is divided into two parts, the first one theoretical portion which start
with the definition of consumer behaviour and its concept with the detailed study of
different factors (social, cultural, psychological, Personal) affecting consumer behav-
iour. To understand the completely consumer buying behaviour its crucial to study
also the buying process which very consumer to consumer, also taken into considera-
tion.
The empirical part of the study is managed by using a qualitative and quantitative
survey. Consequently, results are discussed and analyzed from survey regarding the
theoretical part in order to answer the research question. Finally, conclusion is drawn
and suggestion for future research will be presented.
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4 Consumer behaviour
According to Khan (2006 , 4) , ”Consumer behaviour can be defined as the decision
making process and physical activity involved in acquiring , evaluating , using and
disposing of goods and services” .
4.1 Factors affecting consumer purchasing decision
The idea of buying some product or services does not come suddenly but carry long
process of thinking, analyzing options, and taking other factors in account to reach
the conclusion. These days marketing decision makers spend more money than ever
