The aims of the thesis are to investigate the demand for Kiteen Huonekalutehdas’ furniture for seniors and furniture for children in Saint Petersburg and Karelia and to clarify organizational preferences regarding their products.

The theoretical framework introduces consumer behavior in the B2B context and tools used in external business analyses. The theoretical knowledge is implemented into practice with the help of a case study example, Kiteen Huonekalutehdas, which is interested in the possibilities on the Russian market in a B2B context.

The empirical section includes a review of consumer behavior in Russia and in the Russian furniture industry, the nature of competition and an evaluation of the current situation on the Russian market, the results of the qualitative research. The opinions and attitudes of potential customers are analyzed with the help of in-depth interviews conducted by phone and email in January 2015. The sample consisted of five non-governmental children’s support funds and five private retirement homes in Saint Petersburg and Karelia.

The research revealed that there is potential for Kiteen Huonekalutehdas’ products in the near future. Two non-governmental children’s support funds showed interest in the company’s products. However, the company should not consider immediately entering the market due to the economic situation in Russia and as a consequence the increased level of competition.