eThesis - School of Business electronic theses

This work focuses on examining Russian consumers' milk consumption practices through netnographic research. Particular interest is to understand the kinds of practices that are common in Russia regarding dairy product consumption and the significance of these consumption practices in the Russian cultural context. The study also explores how Russians might perceive and relate to foreign dairy products, Finnish ones in particular. The literature review introduces findings of previous research and relevant findings from other studies. The literature concentrates on reflecting contemporary Consumer Culture Theory. Current consumption patterns are studied through various factors affecting consumers' consumption behaviour. The study was conducted by using qualitative method. Netnographic research was conducted on social media platform from April 2014 to May 2014. The written discussion formed the basis for the empirical study. Findings were formed based on the analysis and interpretation of data. Main findings indicate Russian consumers' interest in buying natural and fresh milk. The consumption is associated with social situations, in which they gather together with their closest. Home production within family is also widely common. Moreover, consumers tend to use dairy products more as a pampering treatment than for the healthy benefits.