Kirami surveyed the Finnish bath culture12.09.2016
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
"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.
Managing Director Mika Rantanen, email@example.com, +358 45 676 9954
Export sales Arja Saarikoski, firstname.lastname@example.org, +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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