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Målmedvetenhet i butiker: Hur konkreta och abstrakta uppdrag påverkar konsumenters köpbeteende
Karlstad University, Faculty of Economic Sciences, Communication and IT.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med uppsatsen är att ta reda på hur konkreta och abstrakta uppdrag påverkar konsumenters köpbeteende i livsmedelsbutiker. Genom en kvantitativ studie på Ica Maxi i Karlstad undersöktes hur uppdragets karaktär påverkar faktorer som antal observationer, spenderad tid i butiken samt antal produkter i varukorgen. Resultatet visade på en skillnad i hur konkreta och abstrakta uppgifter påverkar konsumenters beteende. Respondenter med ett konkret uppdrag gjorde fler observationer samt tog längre tid på sig för att ta sitt beslut. Studien fann även att konsumenters beteende från ett uppdrag inte påverkade beteendet i kommande uppdrag. Ur ett företagsperspektiv spelar kunskapen om vad konsumenten observerar en betydande roll i marknadsföring och placering av produkter i butiken. 

Abstract [en]

The purpose of this thesis is to find out how distinct and abstract tasks affects consumers purchasing behavior in grocery stores. Through a quantitative study at Ica Maxi in Karlstad the authors examined how the nature of a mission affects factors such as number of observations, time spent in the store and the quantity of products in the basket. The results showed a difference in how distinct and abstract goals affects consumer behavior. The respondents with a distinct task made ​​more observations and spent more time to make their decisions. The study also found that consumer behavior from one task did not affect the behavior in an upcoming task. The findings could be useful from a business perspective where the knowledge of what the consumer observes plays a significant role in marketing and positioning of products in the store.

Place, publisher, year, edition, pages
2013. , p. 36
Keyword [sv]
konsumentbetende, marknadsföring, eye-tracking
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-28530Local ID: FE:8OAI: oai:DiVA.org:kau-28530DiVA, id: diva2:638179
Subject / course
Business Administration
Educational program
Business Administration and Economics, 180 hp
Supervisors
Examiners
Available from: 2013-08-26 Created: 2013-07-28 Last updated: 2013-08-26Bibliographically approved

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Målmedvetenhet i butiker(625 kB)198 downloads
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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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  • vancouver
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  • de-DE
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Output format
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