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Den moderna pensionären: Äldre konsumenters användning av modern teknologi i köpprocessen
University of Skövde, School of Business.
University of Skövde, School of Business.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The modern pensioner : Older consumers usage of modern technology in the buyers decision making process (English)
Abstract [en]

How consumers act during the buyers decision making process can change with age. How older consumers use modern technology in the buyers decision making process has however not been given a clear picture by researchers. Therefore the purpose of this study is to examine how older consumers use technology in the buyers decision making process and create a more nuanced picture of their usage. By using a qualitative method in the form of small-N-study and semi-structured interviews we have been able to answer our research questions. We have found that the technology i mainly used during the information gathering stage and the evaluation stage of the buyers decision making process, according to our respondents. From this we have been able to identify two seperate user types: Searcher-Stig and Evaluation-Ulla (Sökar-Stig och Utvärderar-Ulla). These two user types describe how older consumers mainly use technology in the buyers decision making process.

Abstract [sv]

Hur konsumenter agerar i köpprocessen kan ändras med åldern. Hur äldre konsumenter sedan använder teknologin i köpprocessen är dock något som forskningen inte lyckats ge en fullständig bild kring. Därmed är syftet med denna studie att undersöka hur äldre konsumenter använder modern teknologi i köpprocessen för att skapa en mer nyanserad bild av äldre konsumenters användning av teknologi. Genom att använda oss av en kvalitativ metod i form av en små-N-studie och semi-strukturerade intervjuer har vi kunnat besvara våra frågor. Enligt våra respondenter så används mobilen främst under informationssökningsfasen och utvärderingsfasen av köpprocessen. Detta har lett till at vi kunnat ta fram två användartyper: Sökar-Stig och Utvärderar-Ulla, som skall beskriva äldre konsumenters användning av teknologi i köpprocessen.

Place, publisher, year, edition, pages
2019. , p. 66
Keywords [en]
older consumer, buyers decision making process, technology, online shopping
National Category
Business Administration
Identifiers
URN: urn:nbn:se:his:diva-17000OAI: oai:DiVA.org:his-17000DiVA, id: diva2:1322031
Subject / course
Business Administration
Educational program
Retail Store Manager - Study Programme
Presentation
2019-05-27, E110, Högskolevägen 1, 541 28, Skövde, 09:00 (Swedish)
Supervisors
Examiners
Available from: 2019-06-10 Created: 2019-06-10 Last updated: 2019-06-18Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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