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Lyxexponeringars påverkan på konsumenters betalningsvilja samt varans exklusivitet: En kvantitativ studie om konsumenters betalningsvilja på en produkt i Åhléns varuhus i Mall of Scandinavia
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Authors: Anton Hiort af Ornäs, Jonatan Rungegård and Martin Thiberg

Supervisor: Hans Allmér

Examiner: Miralem Helmefalk

Title: Luxury exposures´ impact on consumers' willingness to pay and on the exclusivity of the product

Subject: Master Thesis in Detail and Service Management, School of Business and Economics, Linnaeus University, 2FE66E, 2019

Keywords: Sensory marketing, visual stimuli, gold colour, store environment, exposure, multisensory experience, brand-recognition, luxury, exclusivity, willingness to pay, experiment.

 

Context: The study, in collaboration with Åhléns, examined how a product's exclusivity and consumers´ willingness to pay are affected by exposures associated with luxury. The topic was chosen because there are not many studies in this area today. 

Research question: How does an exposure, associated with luxury, affect consumers´ willingness to pay and the perception of the product´s exclusivity?

 

Purpose: The purpose of the study is to gain a greater understanding of how visual stimuli associated with luxury affect the consumers´ willingness to pay and the product's exclusivity.

 

Method: The study has a quantitative research strategy and a deductive approach. The survey is based on an experiment where consumers were  manipulated with visual stimulus. The result is based on 400 structured interviews.

 

Conclusion: The study showed that when the champagne glass was exposed together with exclusive brands and the colour gold, the willingness to pay and the perception of exclusivity of the glass was raised. The result also showed that there exists a connection between the perceived exclusivity and the willingness to pay.

Place, publisher, year, edition, pages
2019. , p. 75
Keywords [sv]
Sinnesmarknadsföring, visuell stimuli, färgen guld, butiksmiljö, exponering, multisensorisk upplevelse, varumärkeskännedom, lyx, exklusivitet, betalningsvilja, experiment
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-85445OAI: oai:DiVA.org:lnu-85445DiVA, id: diva2:1325626
Subject / course
Business Administration - Marketing
Educational program
Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2019-06-19 Created: 2019-06-16 Last updated: 2019-06-27Bibliographically approved

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