Young consumers appreciate the Pirkka brand
Young people think of themselves as price-conscious, cautious consumers who seek information and make comparisons. More than half are of the opinion that our consumption choices can have an impact on the world's future. According to the results of 15/30 Research's national youth survey published on 19 March 2010, young people perceive Pirkka as friendly, positive and honest.
The national youth survey conducted by 15/30 Research examined the values, attitudes and lifestyles of 15-30-olds living in continental Finland. The survey has been conducted since 2005.
Pirkka is Finland's friendliest
Pirkka was the first that came to mind when the survey participants were asked to name the friendliest company. Pirkka overtook Apple, Sony and Nokia, among others. When the participants were asked to name the most positive company or brand, Pirkka was placed second after Valio. Pirkka was also ranked the fourth most honest.
Price-conscious and cautious young consumers
In the main, the patterns of consumer behaviour have remained unchanged over the last few years. Young people see themselves as price-conscious, cautious and basically rational consumers. Nearly half said they were economical and appreciated ease and convenience.
Half go for familiar brands
According to the survey results, 40% of youths appreciate healthiness, consider the environment, and favour domestic production. They see Finnish origin as a kind of guarantee of many things that are important to them. It may well be that besides good quality, reliability and food healthiness, Finnish origin also means a deeper knowledge of the company's operating practices, such as ethicalness and environmental friendliness. Due to the employment impact of domestic production, Finnish origin is perceived as a value that influences consumption.