Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Consumer insight: a research of sportswear shopping
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2010 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

The report is an attempt to incorporate consumer insight in the female sportswear segment to figureout how it can be used in the clothing industry. The consumer insight methods are performed on anexperimental basis to get a perception of how it can be done and figure out how it differs fromtraditional market research. The research aims to clarify the important parameters on which buyingdecisions are made. The parameters will be based on price, function, fit, brand, design etc. Thereport is made in cooperation with the company Röhnisch sportswear.The consumer insight concept is a part of a consumer driven or consumer oriented businessapproach. The concept strives to find unconscious needs, the driving forces behind them and furtherput them in a context to solve a problem for the consumer. The aim is to satisfy consumers and atthe same time develop a competitive and successful business model. While traditional marketingresearch usually describe what is, a consumer insight approach aim to understand why.The methods used in this research are participative observations, in-depth interviews, gymobservations and market survey. The qualitative and quantitative methods have been compared anddiscussed. The relevance and the importance of the methods used are highlighted and prioritizinglists are estimated. The result shows a wide variety of shopping behaviours. Varied shoppingbehaviour can be seen depending on products. Essential parameters for an exercising garment are fitand design. The importance of other parameters is also discussed in the report. On one hand aselective, focused and deterministic approach is seen and on the other hand a more passive andopen attitude is observed. Feeling comfortable in terms of aesthetical aspects is essential to motivatethe exercising activity.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2010.
Series
Magisteruppsats ; 2010.9.17
Keywords [en]
consumer insight, marketing research, shopping behaviour, observation, sportswear
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-20159Local ID: 2320/6753OAI: oai:DiVA.org:hb-20159DiVA, id: diva2:1312093
Note
Program: Magisterutbildning i Applied Textile ManagementAvailable from: 2019-04-30 Created: 2019-04-30

Open Access in DiVA

fulltext(3340 kB)48 downloads
File information
File name FULLTEXT01.pdfFile size 3340 kBChecksum SHA-512
568daa57a2a6418d0fe2a5cb635aea97f79eafee6cb4d770d517e084c7910d23b6dc27068a099eca6141034181c43cddd8705e62628c1799e5e6116d881eee90
Type fulltextMimetype application/pdf

By organisation
Swedish School of Textiles
Design

Search outside of DiVA

GoogleGoogle Scholar
Total: 48 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 100 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf