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Kvinnliga plus size konsumeneter: Upplevelse av Servicescape i fysiska klädbutiker
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.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Female Plus Size Consumers : Experience of servicescape in physical stores (English)
Abstract [sv]

Plus size är ett växande kundsegment som idag har blivit i stort sett negligerat av klädbranschen både nationellt och internationellt. Med ett begränsat utbud och brist på inspirerande butiksavdelningar har allt fler konsumenter slutat att handla i fysisk butik och istället övergått till att handla på nätet. Detta har inspirerat till en undersökning av hur svenska kvinnliga modemedvetna plus size konsumenter i olika åldrar upplever fysiska klädbutikers servicescape. I studien har en kvantitativ metod, surveyundersökning online, genomförts där bekvämlighetsurval använts som grund. 121 modemedvetna plus size kvinnor uttryckte sin åsikt angående sina upplevelser av fysiska butikers servicescape och hur produkterna upplevs. I enkäten gjordes en medveten uppdelning av frågorna gällande fysiska butiker, ena butikskonceptet har en specifik plus size avdelning och den andra har sitt plus size sortimentet integrerat med det övriga sortimentet i butiken. Efter genomförd deskriptiv och statistisk analys av det insamlade materialet har det kunnat fastställas att plus size konsumenter anser att det finns skillnader mellan butiker med enskild avdelning och butiker med integrerat sortiment. Den allmänna upplevelsen bland respondenterna var att servicescape genomförts bättre i butiker där plus size produkter är integrerade bland det övriga sortimentet. Utbudet av produkter i plus size upplevs vara begränsat. Det är därför svårt att avgöra hur servicescape påverkar uppfattningen av produkter. Dock uppfattas plus size avdelningars servicescape negativt och detta kan påverka konsumenters upplevelse av produkter och dess tillgänglighet. Studien har bidragit med nya insikter i hur det specifika kundsegmentet, plus size kvinnor, upplever servicescape. Vidare har studien bidragit till forskning gällande butiker med integrerat utbud då tidigare forskning inom detta område varit begränsat.

Abstract [en]

Plus size is a growing consumer segment that have become neglected in the clothing industry both nationally and internationally. With a limited supply and a lack of inspiring departments in store, more consumers have stopped shopping in physical stores and instead directed their shopping towards online retailers. These factors have inspired this study and the need to investigate how Swedish female fashion forward plus size consumers in different ages experience physical store environments in terms of servicescape. The study is based on a quantitative method where convenience sample was used. 121 female plus size consumers took part in an online survey to express their experiences of servicescape and how products are perceived in these environments. The survey was deliberately divided into two different parts where one part focused on stores that have a specific department for plus size clothing and the other where the plus size assortment was integrated with the other ranges in store. After conducted descriptive and statistical analysis of the compiled material, the study shows that female plus size consumers deem that there is a difference between the experienced servicescape of the two different types of store. The general conception among the respondents is that the stores where the plus size assortment is integrated have a better applied servicescape. The range of products in plus size was experienced to be limited. Because of this is has been hard to determine werther servicescape have a big impact on how products are perceived or not. However, since the study shows that plus size departments in terms of servicescape are perceived negatively, this may have an effect on how the products and its availability are perceived. The study has contributed with new insights into how the specific consumer segment, female plus size, experience servicescape. Furthermore, the study has contributed with new knowledge regarding the experience of stores with an integrated plus size assortment since this particular angle has been limited in earlier studies.

Place, publisher, year, edition, pages
2019.
Keywords [en]
female, plus size, consumer, servicescape, experience, physical clothing stores, integrated assortment, plus size department
Keywords [sv]
kvinnliga, plus size, konsumenter, servicescape, upplevelser, fysiska klädbutiker, integrerat utbud, plus size avdelning
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-22061OAI: oai:DiVA.org:hb-22061DiVA, id: diva2:1371761
Subject / course
Business Administration
Available from: 2019-11-22 Created: 2019-11-20 Last updated: 2019-11-22Bibliographically approved

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