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Kroppsideal och konsumenten: en kvalitativ studie om butikernas effekt
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Body ideal and the consumer : a qualitative study on the effect in retail stores (English)
Abstract [sv]

I den här uppsatsen har en kvalitativ undersökningsmetod tillämpats i form av fokusgrupper, enskilda intervjuer och observationer för att undersöka och försöka förstå hur kroppsideal kommuniceras i klädbutiker, samt om unga kvinnor påverkas av detta. För att försöka förstå hur denna kommunikation utspelar sig har en linjär kommunikationsmodell tillämpats där effekten på mottagaren står i fokus. Den forskning som tidigare bedrivits inom området har konstaterat att mötet mellan kläder och den egna kroppen ofta är problematiskt. Hur och varför detta kommer sig är en fråga större än vad vi kommer att helt lyckas besvara i denna uppsats. Vi kan dock fastslå att det borde ligga i företagen och butikernas bästa intresse att förbättra det klimat som råder idag. Detta genom att se över sin visuella kommunikation och storleksutbud.

Abstract [en]

In this essay a qualitative survey method has been applied in the form of focus groups,individual interviews and observations to investigate and attempt to understand how bodyideals are communicated in clothing stores, and whether young women are affected by this.To determine which variables that takes part in this process a linear communication modelhas been used where the effect on the recipient are in focus.The research previously conducted in the field has found that the meeting between clothesand the body is often problematic. How and why this happens is a question bigger than wewill be able to fully answer in this essay. However, we can say that it should be in thecompanies and retailstores best interests to improve the current climate. This by reviewing itsvisual communication and size range.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Body ideal, visual communication, clothing sizes, retailstore, consumer and effect.
Keywords [sv]
Kroppsideal, visuell kommunikation, klädstorlekar, klädbutik, konsument och effekt.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-21999OAI: oai:DiVA.org:hb-21999DiVA, id: diva2:1369638
Available from: 2019-11-13 Created: 2019-11-12 Last updated: 2019-11-13Bibliographically approved

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