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Stadskampen om kunderna – En studie om värdeskapande i handelsplatser
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.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]


The purpose of this study is to investigate how value creation influences consumers´ choice of market place. We have chosen to focus on how inner city centers can compete with external shopping malls by examining what values consumers find essential in shopping areas. The development within the retail market with more external malls outside cities has resulted in impoverished city centers; therefore, new strategies towards more attractive servicescapes in the inner city are crucial. The study is based on a qualitative approach due to deeper understanding and closeness to the subject, where Kalmar city is chosen as a case. We have completed a focus group study where respondents from each target group where represented. Furthermore, we have accomplished personal interviews category business- men and women from the trade sector in Kalmar. The conclusion has been submitted in different elements within a servicescape where cooperation between different industries, importance of attractive meeting places and pleasant atmosphere were the core findings for value creation. If a city centre corresponds to the findings of value added elements, it is argued to be a strong competitor in today’s concrete retail market

Place, publisher, year, edition, pages
Keyword [sv]
värde, värdeskapande, cityhandel, externhandel, nya konsumenten
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-19836OAI: diva2:533058
Subject / course
Business Administration - Marketing
Educational program
Tourism Management Programme, 180 credits
Social and Behavioural Science, Law
Available from: 2012-06-20 Created: 2012-06-12 Last updated: 2012-06-20Bibliographically approved

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Stadskampen om kunderna(1395 kB)606 downloads
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Adolfson, AnnaJansson, Victoria
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