Why people buy junk: How today’s consumers choose between functionality and design
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Reveal the aspects of the consumer’s decision making process when buying a product. This study focuses on teenager’s decision making process when buying an MP3 player. This study shows that appealing aesthetics elevates the product and poor functionality depreciates or eliminates the product. Brands assure the consumers, whether the product is of poor quality or not.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-6348OAI: oai:DiVA.org:su-6348DiVA: diva2:196375