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Product Displacement: -  En studie om dess effekter
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte: Syfte med uppsatsen är att öka vår kunskap om product displacement samt att utreda den påverkan product displacement har på mottagaren sett ur ett marknadsföringsperspektiv. Pararellt undersöks om fenomenet kan vara en fördel eller nackdel i marknadskommunikationen. Utgångspunkten i utredningen är att varumärkesinnehavare själva använder sig av product displacement.

Metod: Denna studie har genomförts med en kvalitativ metod och induktiv ansats. Metodvalet har sin utgångspunkt i den bristande teorin då fenomenet product displacement är ett nytt begrepp sett ur ett marknadsföringsperspektiv. Undersökningen bygger på tjugo kvalitativa intervjuer med mottagare av product displacement samt två respondenter med yrkesanknytning inom marknadsföring.

Avgränsningar: Denna uppsats behandlar endast product displacements effekter på mottagaren som i vårt fall är begränsat till studenter i ålder 20-25 år. Product displacement behandlas som en möjlig marknadsföringsstrategi förutsatt att varumärkesinnehavare själva använder denna.

Slutsatser: Product displacement medför ett överraskningsmoment som genererar känslor för mottagaren. Mottagaren gör associationer till det ursprungliga varumärket och får därmed en ökad brand awareness som i sin tur leder till engagemang i form av bland annat word-of-mouth.

Abstract [en]

The purpose of this thesis is to discuss the impact that product displacement has on the receiver from a marketing communication perspective. This thesis is built upon that the companies themselves make use of this possible marketing strategy.

This study is based on a qualitative method with an inductive approach. The main choice of methods has its origins in the lack of product displacements theory since it is a new concept from a marketing communication perspective. The survey is based on twenty interviews with recipients of the phenomenon and two respondents with professional ties. 

This thesis deals only with the effects off the product displacement phenomenon on the receiver, as in our case, is limited to students with 20-25 years of age. 

Place, publisher, year, edition, pages
2011. , 68 p.
Keyword [en]
Marketing, product displacement, non-traditional marketing, product placement, consumer reactions, brand, emotions, brand awareness
Keyword [sv]
Marknadskommunikation, product displacement, icke-traditionell marknadsföring, produktplacering, konsumentreaktioner, varumärke, emotioner, brand awareness.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-13569OAI: oai:DiVA.org:lnu-13569DiVA: diva2:431071
Subject / course
Business Administration - Marketing
Educational program
Tourism Management Programme, 180 credits
Presentation
(Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-08-17 Created: 2011-07-14 Last updated: 2011-08-17Bibliographically approved

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CiteExportLink to record
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Citation style
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