Kirami surveyed the Finnish bath culture

12.09.2016

The Finns appreciate a leisurely bathing moment in the darkening evening together with their spouse or friends. A hot tub is seen as an opportunity to add a relaxing water element to a garden or holiday home yard. A typical hot tubbing enthusiast is a 35 to 49-year-old homeowner with a family who works in a managerial position or as an entrepreneur and resides in western Finland. By far the best known hot tub brand in Finland is Kirami. According to a survey conducted by Taloustutkimus*, one of Finland’s largest research agencies, hot tubs in Finland are purchased from a hardware store, private retailer or Finnish online store. The most important selection criteria are quality and price; third comes the visual appearance of the tub. Additionally, the respondents appreciated the ease of installation of the hot tub. The purchase of the hot tub is seen as a long-term investment that makes it possible to enjoy the home or holiday home yard year-round. "The idea of relaxing in a hot tub is very similar to the Finns’ beloved idea of relaxing in the sauna. A sauna and a hot tub can both be heated in the evening when all work on the cottage yard is done and the tired muscles are in need of some curing warmth. Those with families also find the hot tub a safer place than the beach" says Kati Myrén, Research Director of Taloustutkimus, summing up the Finns’ bathing experience. In addition to the overall quality, decisive factors in the decision to buy a hot tub include prior bathing experience, recommendations from friends, the showcasing of the products in hardware stores and fairs and the presence of inspiring bathing images in the media. In the sales situation, consumers appreciate the salesperson’s expertise and genuine interest towards their customer. 52% of the Finnish respondents were interested in buying a hot tub during winter. "The greatest interest towards the use of a hot tub is shown during the autumn and winter season when the cold air gets into your bones; what could be sweeter than to plunge into hot water to sense the outdoor air and the surrounding nature with all its scents. No indoor tub can rival this sensation!" comments Nina, one of the survey respondents. With the survey, Kirami received valuable feedback directly from product users. For the market leader in Europe, customer satisfaction is a point of honour and an indication that things have been done the right way during the past fifteen years. Kirami will make use of the survey results by telling more about how easy the hot tubs are to maintain, for example. "Owing to the insecurity of the global situation, travelling is increasing in Europe and in the Nordic countries in particular. At the same time, consumers invest in decoration and wish to extend their living rooms to the garden. Relaxation, comfort and customisation are of pronounced significance. These trends also boost the sale of high-quality hot tubs," says Arja Saarikoski, Export Manager of Kirami Oy. Kirami’s product range is showcased in hall 7, stand 7A41. Further information: Managing Director Mika Rantanen, mika.rantanen@kirami.fi, +358 45 676 9954 Export sales Arja Saarikoski, arja.saarikoski@kirami.fi, +358 50 357 74 03 *The survey commissioned by Kirami Oy consisted of two parts. A total of 2,079 Finns aged 20 to 68 years and living in a detached, terraced or semi-detached house responded to the quantitative part of the survey. The survey investigated how well-recognised the different brands were, where they were bought and what kind of sources people used for finding information about them. According to the quantitative survey, more than half of Finns (57%) had used a hot tub or heard or read about them. The qualitative survey was conducted using the discussion group-based on-line community method. 25 men and women aged 30 to 50 years exchanged their ideas in the discussion group. Ten of the participants already had a hot tub, while the rest were considering purchasing a tub in the near future. The method provided information about peoples’ sentiments and wishes related to hot tubs as well as about the decisions related to the purchase process. Additionally, the participants commented the marketing images of hot tubs.

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