Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Dynamiken mellan sändare och mottagare- en studie av Acne Jeans, Filippa K och konsumenten i Stockholm och Göteborg
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2008 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
The dynamic between the source and the receiver : a study of Acne Jeans and Filippa K and the consumer in Stockholm and Gothenburg. (English)
Abstract [en]

The consumer today is affected by a considerably larger number of world surrounding factors than she used to be, borders between different cultures and other consumer differences are being erased to a growing extent. The consumer can easily get its inspiration from many different directions which become clear in the common life. We eat sushi for lunch, we’re driving German cars and we’re having dinner with international business partners. The community also exposes the consumer for a more intense noise from offers, impact and marketing. Never before have so many different actors on the market been competing about the consumers’ attention. In a community where the noise constantly grow more and more intense, the importance of the product function is decreasing to make room for an increasing importance of the brand’s position on the market. The customer no longer buys a garment for its function, but for image or perhaps even the personality it brings along. Acne Jeans and Filippa K are two successful Swedish companies that are established in both Stockholm and Gothenburg. Both of these trademarks offer the customer a lifestyle instead of just a simple product. The purpose of this study is to examine, describe and analyze what Acne Jeans and Filippa K wants to provide with their trademarks and how the customer see these brands concerning consumer buying behavior and attitude. The study will be seen partially from a sender perspective and partially from a receiver perspective. In this essay we have used a human-hermeneutic way of interpretation. We have conducted a qualitative study of how Acne Jeans and Filippa K want to provide their trademarks and what the consumers think about the both brands in Stockholm and Gothenburg. The empiric material in our essay consists of observations of Acne Jeans and Filippa K, and interviews with consumers in both Stockholm as well as in Gothenburg. Through our research we have achieved the conclusion that Acne Jeans wants trough its trademark provide fashionable garments to the customers. The respondents that have made themselves an opinion about the company have a positive image of Acne Jeans. The respondents whom cannot identify themselves with Acne Jeans have a more negative attitude to the company. In Gothenburg the customer has a stronger relationship to the trademark than the Stockholm respondents. Filippa K wants through its trademark provide timeless clothing of high quality to a commercial price to the customers. All the respondents were familiar with the trademark and in one way or another had a connection and relationship with the company. Regardless of age, respondents in both Stockholm and Gothenburg had a positive attitude towards the company; the customer has a high rank of awareness to Filippa K. The associations to the brand are strong and the consumer has a mentally loyal attitude towards Filippa K.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2008.
Series
Kandidatuppsats
Keywords [en]
consumer buying behaviour, attitude, communication, loyalty
Keywords [sv]
köpbeteende, attityd, kommunikation, lojalitet
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-19063Local ID: 2320/3951OAI: oai:DiVA.org:hb-19063DiVA, id: diva2:1310997
Note

Program: Textilekonomutbildningen

Uppsatsnivå: C

Available from: 2019-04-30 Created: 2019-04-30

Open Access in DiVA

fulltext(894 kB)22 downloads
File information
File name FULLTEXT01.pdfFile size 894 kBChecksum SHA-512
46a8fdb46161396e3346752be0618ebeeabdd4cc2bc1c2eb3f1d2a865f358fdb2a906c5f97eb45428b91daa4970ee985af5a1aa4f97ca904aa4b34dd2e293435
Type fulltextMimetype application/pdf

By organisation
Swedish School of Textiles
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 22 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 2 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf