Likiliike, founded in 2015 to represent the local entrepreneur community, is already very recognizable in Rovaniemi, says the survey conducted by Eveliina Hiltunen and Jutta Kämä as a part of their thesis for the University of Applied Sciences’ Hospitality Management degree. The purpose of the survey was to measure people’s familiarity with Likiliike and its influence in their buying behavior.
84% of the respondents have noticed the Likiliike-sign on the streets of Rovaniemi. The respondents’ level of employment does not affect their familiarity with the sign: across all survey groups from working age respondents to retirees nearly or above 80% had noticed the sign.
The meaning of the sign was also previously familiar to 74% of the respondents. There were no visible differences between genders: 70% or more of both men and women recognized that the sign meant the business was truly local.
The survey also measured other factors affecting the consumer buying behavior. Based on the survey material acquired it can be stated, that the vitality of Rovaniemi, the conservation of its local services, and the locality of the business are important to consumers. However, only 27% of the respondents found it important that the business was a member of Likiliike.
The survey, which took place online and on the streets, had 524 respondents. The thesis was born out of the desire of Likiliike to develop its concept and to find out what people in Rovaniemi thought about Likiliike.
”Our research material shows that Likiliike is a well known brand in Rovaniemi. Over 25% of the respondents already favor businesses with a Likiliike-sign, but the majority doesn’t yet consider it to have an affect on their buying behavior. All in all, Likiliike should be very happy with the work its done, but in the future there is a need for planned, organized work and leadership to ensure that the development remains strong,” says Eveliina Hiltunen.
Likiliike is created and owned by the entrepreneur community, but to the consumer it speaks of a local service. Likiliike is also a people’s movement, which arranges different events and provides content to the people in Rovaniemi. In the future, it will also be a label, which offers products made in Rovaniemi.
The survey took place in May 2017. The intent was to get responses from as comprehensive of a group of people as possible, and to have all demographics be represented. The link to the survey was published on the Likiliike website and on Facebook. The local newspaper Lapin Kansa also notified of the survey in its ads and the survey was shared in social media. The tabloid Iltalehti also advertised the survey in its online pop-up ads. Responses were collected in person at the Rollo-Vappu –event, at the Open House –event at Lapin Kansa, as well as at Revontuli Shopping Center for one day.
Tags: survey, likiliike, rovaniemi