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Butikskoncept: - och det mervärde det skapar
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
2006 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Konsumenterna i studien visar på en mångfald av beteenden när det kommer till hur de påverkas av butikskonceptet. Upplevelserna i butikerna är många och varierar mellan konsumenterna. Olika typer av konsumtion skildras, bland annat genomförs nöjesshopping och målorienterad shopping av konsumenterna i studien. Syftet med uppsatsen är att skapa en förståelse och ge insikt i hur konsumenters beteende kan påverkas av butikskoncept. Butikskoncept är ett bredare perspektiv av butiksmiljön som dessutom innefattar sociala faktorer. Butikskoncept kan kortfattat formuleras med allt som möter besökaren i en butik. Konsumenterna ställer stegrande krav på att butikerna ska tillhandahålla upplevelser vid besök. Butikerna konkurrerar om mer än bara produkter och priser nämligen om ett mervärde för att dra till sig kunderna. För att tillfredsställa dagens konsumenter krävs det en butiksupplevelse där kunden är i centrum. Uppsatsen behandlar således trender inom konsumtion i butiker där utvecklingen verkar röra sig mot att konsumtionen av upplevelser blir allt viktigare. Teorier inom konsumentbeteendevetenskap har huvudsakligen använts i uppsatsen. Teorierna behandlar butikskonceptet, shoppingbeteende, konsumtion av olika former samt mervärde. Studien är av kvalitativ och explorativ natur. Tolkning är vårt främsta verktyg vid analysen. Undersökningen genomfördes i tre stycken modebutiker i centrala Stockholm, närmare bestämt Acne Norrmalmstorg, Dry Lake Brunogallerian samt Dry Lake Sturegallerian. Empiriinsamlingen har bestått av observationer samt av personliga intervjuer. Intervjuerna har genomförts med konsumenter som på något sätt konsumerat vad butikerna haft att erbjuda, men vår betoning har legat på upplevelsen av shopping. Nyckelord Butikskoncept, upplevelse, hedonisk konsumtion, shopping, målorienterad shopping, nöjesshopping, livsstil och mervärde Abstract The consumers in this thesis shows a variety of behavioral acts when it comes to how they are affected by the store concept. The store experiences are many and varied between the consumers. Different types of consumption are depicte, among others recreational shopping and task-oriented shopping are both performed by the consumers in the thesis. The purpose of this thesis is to create an understanding and give insight to how consumer behavior can be affected by the store concept. The store concept is a wider perspective of the store environment and it also includes social factors. The store concept in short can be formulated as everything that the visitor of the store meet. Consumers are increasing the demand on stores to supply experiences when they visit the retail store. Retail stores compete about more than just products and prices, namely over added value to attract customers. To satisfy todays consumers it takes a storeexperience where the customer is in focus. The thesis deals thus with trends within in-store consumption were development seems to move towards experience consumption. Theories within the science of consumer behavior have mainly been used in the thesis. Our chosen theories deals with the store concept, shopping behavior, different forms of consumption and value-added. The thesis has a qualitative and explorative nature. Interpretation is our main tool when it comes to the analysis. Our empirical data has been collected in three stores in central Stockholm, namely Acne Jeans Norrmalmstorg, Dry Lake Brunogallerian and Dry Lake Sturegallerian. The empirical data iconsists of observations and personal interviews. The Interviews have been performed on consumers that in some way has consumed what the stores have had to offer, our focus has been on the experience of shopping. Keywords Store concept , experience, hedonic consumption, shopping, task-oriented shopping, recreational shopping, lifestyle, added value

Place, publisher, year, edition, pages
2006.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-6482OAI: oai:DiVA.org:su-6482DiVA: diva2:196541
Uppsok
samhälle/juridik
Available from: 2007-01-05 Created: 2007-01-05Bibliographically approved

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