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
Kan en H & M och en Zarakund vara samma kund?: En undersökning i två europeiska städer.
University of Borås, Swedish School of Textiles.
2008 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
May an H & M and Zara customer be the same customer? -An investigation in two European cities (English)
Abstract [en]

The struggle for the customer has become a priority for the fashion industries considering that it is the customers’ willing to shop that guarantees their continuous survival on today’s competitive market. To keep the customer happy and satisfied, should be their priority as this leads to an economic advantage since the customer becomes the companies strongest allay with help of the so called “word of mouth” effect. The positive response is then transmitted from the customer, acting as a spokes- person for the company. It is therefore in the company’s interest to investigate and find out the actual attitudes and opinions so that the company may become more customer oriented and competitive. Zara and H & M are today two big fashion industries with similar products, price friendly and accessible fashion clothes. They act on the same market and their latest annual reports place the two companies as leaders in their business. By performing a quality and quantity interview investigation with the above mentioned companies customers I will display the actual attitudes and opinions of these customers in Gothenburg and Madrid with the purpose to answer the reports question may an H & M customer and Zara customer be the same customer? The results of the investigation show that there are some general similarities and differences among the areas, price and design. Zara customers see the company as “middle class” and “sophisticated” while H & M customers think of the company’s garments as “cheap” and “youthful”. The answer to this reports lead question with the analyzing of the empirical material and information reveals that there is a better possibility that a Zara customer is an H & M customer and vice versa but it’s very unlikely that a Zara customer with high financial mien shops in H & M in Madrid, this may although be the case in Gothenburg.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2008.
Series
Kandidatuppsats
Keywords [en]
brand loyalty, preferences, active customer, needs, social culture factors, behov
Keywords [sv]
attitudes, motivation, märkeslojalitet, attityder, preferenser, aktiv kund, motivation, sociokulturella faktorer
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-19067Local ID: 2320/3955OAI: oai:DiVA.org:hb-19067DiVA, id: diva2:1311001
Note

Program: Textilekonomutbildningen

Uppsatsnivå: C

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

Open Access in DiVA

fulltext(250 kB)36 downloads
File information
File name FULLTEXT01.pdfFile size 250 kBChecksum SHA-512
4ef4ed40fc065276dc57751bad2f7c1d4310f4cc058575db83049ae8d4393a9cfc9c4fad56a1455779ba8e33aa517072943c14139a2e82c0bc6ca7cf5e1e384d
Type fulltextMimetype application/pdf

By organisation
Swedish School of Textiles
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 36 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: 3 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