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“Jag älskar att betala mindre än vad jag egentligen skulle ha gjort.”: Manligt och kvinnligt konsumentbeteende inom modekonsumtion kopplat till rabatter
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.
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 180 HE creditsStudent thesisAlternative title
“I love paying less than what I was supposed to.” : Male and female consumer behaviour in fashion consumption with discounts (English)
Abstract [en]

This study examines whether discounts affect the behavior of fashion consumers during the different parts of the buying decision process and in what ways. It also examines if and how this is different between men and women. The study is of qualitative form and the data collection has been done through semi-structured interviews. The purpose is to increase the understanding of whether discounts have an impact on the consumer behavior of fashion consumers in the different parts of the buying decision process and how this is different between men and women. The analysis is based on previous research on fashion consumption, discounts and male and female consumption, as well as a theoretical framework containing the buying decision process and emotional decision making. The results of the study show that discounts have an impact on the consumer behavior. The results confirm that the effect of discounts varies depending on when in the buying decision process they are offered. The study also identified differences between men and women’s attitudes and behaviors when they are offered discounts during the buying decision process. We can confirm that there are differences and that the differences depend on which part of the buying decision process the consumer is in. This study contributes to increase the understanding of the effects of discounts on male and female fashion consumers and when they are most effective. In future research, it would be appropriate to examine this in another area of consumption. Further on the study will be written in Swedish.

Abstract [sv]

I denna studie undersöks om rabatter påverkar modekonsumenters beteende underköpbeslutsprocessens olika delar och på vilka sätt. Den undersöker också hur detta skiljer sig åt mellan män och kvinnor. Studien är av kvalitativ form och datainsamlingen har skett genom semistrukturerade intervjuer. Syftet är att öka förståelsen kring huruvida rabatter harpåverkan på modekonsumenters konsumentbeteende i köpbeslutsprocessens olika delar samt hur detta skiljer sig åt mellan män och kvinnor. Analysen baseras på tidigare forskning kring modekonsumtion, rabatter och kvinnlig och manlig konsumtion, samt ett teoretiskt ramverk i form av modellen över köpbeslutsprocessen och emotionellt beslutsfattande. Studiens resultat visar att rabatter har påverkan på konsumentbeteende. Genom resultatet bekräftar studien att rabatters påverkan skiljer sig åt beroende på när i köpbeslutsprocessen de erbjuds. Resultatet tar även upp de identifierade skillnader som uppstått mellan män och kvinnors attityder och beteende kopplat till rabatter under köpbeslutsprocessen. Även här kan vi bekräfta att det finns skillnader och att det skiljer sig åt beroende på del avköpbeslutsprocessen. Denna undersökning bidrar till att öka förståelsen kring rabatters påverkan på manliga och kvinnliga modekonsumenter samt hur påverkan skiljer sig i köpbeslutsprocessen. I framtida forskning skulle det vara lämpligt att undersöka detta inom ett annat konsumtionsområde

Place, publisher, year, edition, pages
2020.
Keywords [en]
fashion consumption, discounts, buyer decision process, gender differences, consumer behaviour.
Keywords [sv]
modekonsumtion, rabatter, köpbeslutsprocessen, könsskillnader, konsumentbeteende
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-23996OAI: oai:DiVA.org:hb-23996DiVA, id: diva2:1484278
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2020-10-28 Created: 2020-10-28 Last updated: 2020-10-28Bibliographically approved

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CiteExportLink to record
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Citation style
  • harvard-cite-them-right
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Language
  • de-DE
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  • sv-SE
  • Other locale
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Output format
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