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Consumption Research and Customer Value Creation

About the research group

Our research group is built around a strong knowledge of consumer behaviour research. We examine relevant economic phenomena in different cultural playing fields using the diverse tools of consumption research. Our research is related to value creation for consumers (customer value), businesses (competitive advantage) and culture (cultural significance).

Our research group combines standard research with practical applications. Areas of application include current business fields where our collaboration with various knowledge centres is strong. Currently these areas are foodstuffs, energy, retail sales, communication, design and leisure-time. Regarding culture, we take an international view as we examine consumption culture, national differences and connections, where urban and local features of consumption are highlighted. In addition, we emphasise the ethical dimensions of the operational environment and focus on the examination of responsibility and welfare.

Consumer-related processes and the significance of consumption are key themes in our research. We use a diverse range of quantitative and qualitative scientific research methods as tools for our research. Our work consists of a wide range of methods, from experimental research settings to forms of ethnographic material collection. We see our challenge as the generation of information, understanding and application tools to support business management decision-making.

The research group is headed by Professor Arto Rajala.

News and events

Research projects

Project Duration Actors
FLEXIMAR, Novel marketplace for energy flexibility - Smart electric systems, VEBIC, Consumption research and customer value creation
SolarX - Maximizing PV integration capacity in energy and power systems - Smart electric systems, VEBIC, Consumption research and customer value creation

Reseach group members

Petra Berg
Petra Berg
Project Researcher

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8600
  • Tervahovi C214
Mona Enell-Nilsson
Mona Enell-Nilsson
Assistant Professor

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8400
  • Tritonia T605
Klaus G Grunert
Klaus G Grunert
Professor

School of Marketing and Communication, Marketing

  • klaus.g.grunert
Ari Huuhka
Ari Huuhka
University Lecturer

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8479
  • Tervahovi B303
Mervi Hämäläinen
Mervi Hämäläinen
Researcher

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi (normalise scandinavian characters)
  • +358 29 449 8387
Minna-Maarit Jaskari
Minna-Maarit Jaskari
University Lecturer

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8437
  • Tervahovi B317
Maija Kantola
Maija Kantola
Project Researcher

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8566
Hannele Kauppinen-Räisänen
Hannele Kauppinen-Räisänen
University Lecturer

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi (normalise scandinavian characters)
  • +358 29 449 8203
  • Tervahovi A338
Lauri Laaksonen
Lauri Laaksonen
Doctoral Student

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8171
  • Tervahovi B326
Martti Laaksonen
Martti Laaksonen
Professor Emeritus

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • Tervahovi B323
Hanna Leipämaa-Leskinen
Hanna Leipämaa-Leskinen
Associate Professor

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi (normalise scandinavian characters)
  • +358 29 449 8496
  • Tervahovi A322
Clarissa Lindgård
Clarissa Lindgård
University Intern

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi (normalise scandinavian characters)
Harri Luomala
Harri Luomala
Professor

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8461
  • Tervahovi B324
Hannu Makkonen
Hannu Makkonen
Professor in Marketing

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8102
  • Tervahovi B308
Erwan Mouazan
Erwan Mouazan
Researcher

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • Tervahovi A336
Salla Niskanen
Salla Niskanen
Doctoral Student

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8454
  • Luotsi L140
Nnamdi Oguji
Nnamdi Oguji

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
Samuel Piha
Samuel Piha
Assistant Professor

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8367
  • Tervahovi B325
Nayeem Rahman
Nayeem Rahman
Project Researcher

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8432
Saleem Rahman
Saleem Rahman

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • Tervahovi A318
Arto Rajala
Arto Rajala
Professor in Marketing

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8141
  • Tervahovi B309
Helena Rusanen
Helena Rusanen
Researcher

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8265
Asta Salmi
Asta Salmi
Professor

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8452
Shah Rukh Shakeel
Shah Rukh Shakeel
Researcher

School of Marketing and Communication, Marketing

  • shah.rukh.shakeel
  • +358 29 449 8477
  • Tervahovi B323
Henna Syrjälä
Henna Syrjälä
Associate Professor

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi (normalise scandinavian characters)
  • +358 29 449 8483
  • Tervahovi A334
Nicoleta Szakali
Nicoleta Szakali
Doctoral Student

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • Tervahovi B311
Jack Tillotson
Jack Tillotson
University Teacher

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • +358 29 449 8541
  • Tervahovi A339
Essi Vesterinen
Essi Vesterinen
Grant-Funded Researcher

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
Denise Villikka
Denise Villikka
Doctoral Student

School of Marketing and Communication, Marketing

  • firstname.lastname@univaasa.fi
  • Tervahovi B323
Catharina von Koskull
Catharina von Koskull
Associate Professor (tenure track)

School of Marketing and Communication, Marketing

  • catharina.von.koskull
  • +358 29 449 8113
  • Vaasan Yliopisto Helsingin toimipiste H408
  • KTM Mika Hakosalo
  • M.Sc. Auður Hermansdóttir
  • KTM Jaakko Jussila
  • KTM Charlotta Kankaanpää
  • KTM Heidi Kock
  • KTM Lena Lindholm
  • KTM Sanna Peltonen
  • Denice Villikka