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Konsumenters kanalstrategier i detaljhandeln: En kvalitativ studie om kanalstrategier innan och under pandemin
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2022 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 80 credits / 120 HE creditsStudent thesisAlternative title
Consumers' channel strategies in retail : A qualitative study of channel strategies before and during the pandemic (English)
Abstract [sv]

Covid-19-pandemin och åtföljande restriktioner gjorde det svårt för konsumenter att integrera både online och offline kanaler. Syftet med studien är att få en förståelse över hur pandemin har förändrat konsumenters kanalstrategier i detaljhandeln, och vilka kanaler konsumenter börjat föredra att använda sig av vid shopping. För att studera detta har vi tillämpats oss av Elaboration likelihood model för att med hjälp av insamlad empiri förstå hur konsumenters informationsbearbetning i online och offline kanaler formar deras strategier att kombinera kanaler. Datamaterialet består av en kvalitativ metod i form av enskilda intervjuer och fokusgrupper, med 26 respondenter sammanlagt. I samband med pandemin visar resultatet på att respondenterna övergick från att utföra spontana till mer planerade inköp. Den största anledning till denna förändring är att shopping i fysiska butiker inte var lika roligt på grund av de nya restriktionerna som bland annat gjorde så att provrummen stängdes ned. Resultatet visar även på att informationsbearbetningen i online och offline kanaler är bidragande i skapandet av respondenternas kanalstrategier. Respondenterna hade olika sätt att behandla informationen som presenterats för dem, och utformade därifrån kanalstrategier. Sammanfattningsvis kan vi konstatera att beroende på hur respondenten behandlar informationen som presenterats, leder detta i sin tur till skapandet av kanalstrategier. Detta förklarar varför respondenterna som behandlade informationen via ELM’s centrala eller perifera kanal hade olika kanalstrategier. 

Abstract [en]

The Covid-19 pandemic and associated restrictions made it difficult for consumers to integrate both online and offline channels. The purpose of the study is to gain an understanding of how the pandemic has changed consumers' channel strategies in retail, and which channels consumers have begun to prefer to use when shopping. To study this, we have applied the Elaboration likelihood model to use collected empirical data to understand how consumers' information processing in online and offline channels shapes their strategies for combining channels. The data material consists of a qualitative method in the form of individual interviews and focus groups, with a total of 26 respondents. In connection with the pandemic, the results show that the respondents switched from making spontaneous to more planned purchases. The main reason for this change is that shopping in physical stores was not as fun due to the new restrictions that, among other things, caused the rehearsal rooms to be closed. The results also show that information processing in online and offline channels contributes to the creation of respondents' channel strategies. The respondents had different ways of processing the information presented to them, and from there devised channel strategies. In summary, we can state that depending on how the respondent processes the information presented, this in turn leads to the creation of channel strategies. This explains why the respondents who processed the information via ELM's central or peripheral channel had different channel strategies. 

Place, publisher, year, edition, pages
2022.
Keywords [en]
Covid-19, Elaboration likelihood model, channel strategies, online channels, offline channels
Keywords [sv]
Covid-19, Elaboration likelihood model, kanalstrategier, online kanaler, offline kanaler
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-28215OAI: oai:DiVA.org:hb-28215DiVA, id: diva2:1681321
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2022-07-06 Created: 2022-07-06 Last updated: 2023-06-12Bibliographically approved

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CiteExportLink to record
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Citation style
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