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Vill du ha en påse?: Hur en påse skapar ökad kundlojalitet
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Would you like a bag? : The way a bag creates customer loyalty (English)
Abstract [sv]

Textilmarknaden blir allt mer utsatt för konkurrens. Företag måste idag vara duktiga på att erbjuda konsumenter något utöver det vanliga för att hålla sig kvar på marknaden. Det finns olika sätt för företag att konkurrera på och denna uppsats har som syfte att undersöka vilka egenskaper en påse skall ha för att ge kunden ett mervärde som därigenom kan bidra till ökad kundlojalitet.

Fyra olika påsar från fyra olika företag har använts i uppsatsen och dessa är: Acne, Best of Brands, KappAhl och H&M. Intervjuer med kvinnor i åldrarna 20–30 år ligger till grund för resultatet.

Resultatet av vår uppsats visar att påsen har en positiv inverkan på konsumenters attityder. Påsen bidrar till konsumenters helhetsintryck av butiken och respondenterna upplever sig som bättre kunder när de får en fin påse. Påsen ses som en statussymbol men också som ett marknadsföringsverktyg för varumärket.

Solomons ABC-modell har använts för att skapa förståelse för hur olika attribut påverkar konsumentens köpbeteende. Vi skapade en illustration med de olika attributen på påsen vi valt att undersöka. Tillslut skapades en egen modell sammansatt av ABC-modellen och påsens attribut för att tydliggöra vad hos en påse som skapar en attityd hos konsumenten som kan leda till ökad kundlojalitet.

Abstract [en]

The textile market is more exposed to competition than ever. The companies need to communicate a comparative advantage in order to survive. There are several ways a company can compete and the intended purpose of this report is to examine which characteristics a bag should have in order to increase customer value and strengthen the customer loyalty.

The report highlights the design of the bag, its attributes and elements making bags from certain companies of greater importance than others in reinforcing the customer loyalty. Four different bags from different companies have been used in our report. The selected companies were, Acne, Best of Brands, Kappahl & H&M. Interviews have been held with women in the ages20-30 years and are part of the result.

The result of our report shows the great impact a bag has regarding consumer attitudes. The bag contributes to the customer’s overall impression of the brand and respondents consider themselves as a customer of greater importance when receiving an elegant bag. The bag is considered as a status symbol as well as a markting tool for the brand.

The ABC-model of Solomon has been used to create an understanding of how different attributes of the bag affects the purchasing behaviour of the consumer. We created anillustration with the chosen attributes of the bag that were examined. Finally, we created ourown model with guidance of the ABC-model and the attributes of the bag. This were made to clarify what kind of attributes affecting the customer behaviour, which in turn drives thecustomer loyalty.

Place, publisher, year, edition, pages
2017.
Keyword [en]
Bag, Customer Loyalty, Marketing, Branding, Attitude
Keyword [sv]
Påse, Kundlojalitet, Marknadsföring, Varumärke, Attityd
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-13836OAI: oai:DiVA.org:hb-13836DiVA, id: diva2:1190871
Subject / course
Textile management
Available from: 2018-03-28 Created: 2018-03-15 Last updated: 2018-03-28Bibliographically approved

Open Access in DiVA

KTM_2017.13.11(1171 kB)3 downloads
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ce3b83f6e4aeba1ef334a0b450ac4b49251099b2459a4223d9db367d01d3b431c228eea829a39298a079702109dd8f79d0811d6a2e8e9a3ce98c31b53150ca9d
Type fulltextMimetype application/pdf

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Citation style
  • apa
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