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The impact of second-home residents on the demand for biodegradable detergents and hygiene products in South Savo
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School of Business |
Bachelor's thesis
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en
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43 + 2
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Seasonal second-home living is an important feature of the South Savo region and is reflected in local grocery retail. This study examines how second-home residents affect the demand and retail development of biodegradable detergents and hygiene products. The focus is on retailers’ views of customer groups, seasonal demand, product availability, and the main opportunities and barriers related to this product category. A qualitative research approach was used in the study. Empirical material was collected through semi-structured interviews with three retail professionals working in South Savo, after which the material was prepared and analyzed thematically. The findings show that second-home residents are an important seasonal customer group mainly because they increase customer flow and sales volume. However, their product needs did not appear to differ clearly from those of local residents. Environmental awareness also did not automatically lead to stronger sales of biodegradable products. Instead, purchasing was shaped mainly by price, habits, familiar brands, and trust in product performance. Product visibility, shelf space, chain-level control, and other retail-side factors also influenced how the category developed in stores.