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Brand loyalty inom fast fashion marknaden: Konsumentens perspektiv
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.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Brand loyalty within the fast fashion market : The consumers perspective (English)
Abstract [sv]

Med en allt mer mode och trend inriktad marknad där kortare ledtider efterfrågas för att kunna tillgodose sina konsumenter med mode inriktade och trend riktiga plagg i rätt tid och på rätt plats så har dagens klädmarknad utvecklats till en allt mer dynamisk affärsmiljö med ett snabbare affärsklimat. Denna marknad kan idag refereras som ”fast fashion” marknaden. Samtidigt som brand loyalty och återkommande konsumenter blir allt viktigare och viktigare i dagens affärsklimat så blir det i den allt mer dynamiska fast fashion marknaden allt svårare att upprätthålla lojaliteten bland konsumenterna. Mot denna bakgrund undersökte denna studie hur konsumenterna inom fast fashion marknaden agerar utifrån brand loyalty konceptet. För att genomföra denn ställdes följande forskningsfråga för att besvaras: Hur framstår konsumenters brand loyalty genom deras agerande och köpbeteende inom fast fashion marknaden?Studien använde sig av Aaker och hans modell rörande brand loyalty som teoretisk utgångspunkt för genomförandet av analysen av studiens empiriska material. Studiens metod utfördes med fem stycken semi strukturerande intervjuer med utvalda personer där alla respondenter var aktiva konsumenter inom fast fashion marknaden. Studiens slutsats fann att ett flertal konsumenter inom fast fashion marknaden var mindre lojala på grund utav att konsumenterna var benägna till att byta till ett annat varumärke om priset hade en bättre relevans till plaggets design och kvalité.

Abstract [en]

With an increasingly fashion and trend-oriented market, where short lead times are demanded to be able meet consumer’s expectations and demands of fashion oriented and trendy garments at the right time and in the right place. Today's clothing market has evolved increasingly towards a more dynamic business environment with a fast changing business climate. This market can today be referred to as the "fast fashion" market. While brand loyalty and recurring consumers are becoming more and more important in today's business environment, the dynamic fast fashion market have difficulties retaining the loyalty among their consumers. Based on this background, this study examines how consumers in the fast fashion market act based on the concept of brand loyalty. To carry out the study, the following research question have been answered:" What emerges consumers' behavior regarding brand loyalty within the fast fashion market?"The study used Aaker and his model on brand loyalty as a theoretical basis for the implementation of the analysis to the study's empirical material. The study's methodology is claiming five semi structuring interviews with selected persons where all respondents were active consumers in the fast fashion market. The conclusion of the study are that the majority of consumers in the fast fashion market were less loyal because consumers tend to switch brands if the price where relevant to the garments design and quality.

Place, publisher, year, edition, pages
2015. , 39 p.
Keyword [en]
Brand loyalty, Consumer behaviour, Fast fashion, Dynamic markets
Keyword [sv]
Varumärks lojalitet, Konsumentbeetende, Dynamisk marknad
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-969OAI: oai:DiVA.org:hb-969DiVA: diva2:865797
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2015-11-06 Created: 2015-10-29 Last updated: 2015-11-06Bibliographically approved

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