Jyväskylä University School of Business and Economics

Consumer Marketing (CONMARK)

The Consumer Marketing (COMA) research group focuses on consumer research and marketing issues and aims at adding to knowledge in the areas of consumer behavior, marketing communications, services and other relevant fields. Research addresses a wide range of themes relevant to consumers, companies in touch with consumers, and public policy makers.

The research questions have, for example, been related to:

  • consumer value creation and co-creation
    • pricing issues related to customer value
    • packaging in consumer value creation
  • value chains and networks: co-operation and value creation
  • ethical consumption, responsible marketing
  • retail environments, places and spaces
  • consumers in virtual environments and in the digital world
  • consumer financial capability
    • stakeholders, communication and corporate social responsibility

The research group acknowledges the explosion of topics and research methods that has occurred in consumer research during the recent years. Both quantitative survey methods and various qualitative methods have been applied in the studies. Several sets of data have been gathered in the externally funded research projects that have been carried out by the group members.

Special interest area: Sustainable Marketing and Consumption

The research interests of the group revolve around various important issues related to responsible marketing. The studies deal with topics such as environmental responsibility, social responsibility (working conditions, origins of the products, supply chain), vulnerable consumers, ethical marketing. The studies address also emerging issues, such as the role of aesthetics and design as part of sustainability. In addition, economic responsibility research topics are covered.

Selected Project Funding

  • KAUTAS, City center as a multifaceted space, 2009, The Finnish Technology Foundation
  • PAKKI, Processes and strategies in defining perceived value of a package, 2009-2010, The Finnish Technology Foundation
  • ERIKA, Prospects of specialty retail until 2020. Consumers' expectations and service business models, 2011-2012, The Finnish Technology Foundation
  • TOKATA, Actors, channels and practices for young people in promoting financial capability, 2011-2012, The Finnish Technology Foundation

Research Output

  • The members of the COMA research group have published in journals like:
    Journal of Consumer Culture, International Journal of Consumer Studies, Journal of Marketing Management, Journal of Product and Brand Management, International Journal of Bank Marketing, Marketing Intelligence and Planning, Finnish Journal of Consumer Research Kulutustutkimus.Nyt

Research Seminars

  • Association of Consumer Research Autumn Seminar 15.11.2013, University of Jyväskylä
  • Finnish Retail Research Day 14.5.2014, University of Jyväskylä
  • Association of Consumer Research Spring Seminar 7.5.2015, Statistics Finland, Työpajankatu 13, Helsinki, more details www.kulutustutkimus.net

Group Members and collaborators

The COMA research group is led by professor Outi Uusitalo.

  • Hakola, Jenni (Doctoral student)
  • Havumäki, Heidi (Doctoral student)
  • Herranen, Tanja (Doctoral student)
  • Kamran, Sohail (Doctoral student)
  • Kauppinen-Räisänen, Hannele (Professor of Marketing, International University of Monaco)
  • Luukkanen Laura (Doctoral student)
  • Marjanen, Heli (Professor, University of Turku)
  • Munnukka, Juha (Senior researcher)
  • Nyrhinen, Jussi (Doctoral student)
  • Niemelä-Nyrhinen, Jenni (Postdoctoral researcher)
  • Pecoraro, Maria (Doctoral student)
  • Raijas, Anu (Head of Research, Finnish Competition and Consumer Authority)
  • Sabour, Nadia (Doctoral student)
  • Skippari, Mika (Postdoctoral researcher)
  • Uusitalo, Outi (Professor)
  • Wilska, Terhi-Anna (Professor, University of Jyväskylä, Department of Sociology)



JSBE research seminar

Seminar for everyone interested in high quality research in economics and business economics (program).