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Påverkan av extern och intern marknadsföring på attityden till företag: En kvantitativ studie gjord på studenter
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

An excellent marketing strategy is crucial for companies’ success. Previous studies show positive effects from external and internal marketing. The purpose of this study was to observe differences in attitudes toward companies using external or internal marketing. The relationship between attitude and purchase decision was examined. A survey was conducted on students using the ABC-model for attitudes with Likert scale. A mean was calculated for general attitudes. No statistically significant differences were found. Knowledge about companies’ internal marketing tended to affect both attitudes and purchase decision in a negative manner. External marketing had no impact on attitudes nor purchase decision.

Abstract [sv]

En bra marknadsföringsstrategi är viktigt för att företag skall bli framgångsrika. Tidigare studier har visat positiva effekter av extern och intern marknadsföring. Syftet med denna studie var att undersöka skillnader i generella attityder till företag som bedriver extern och intern marknadsföring. Hur attityderna påverkade köpbeslutet observerades. En enkätstudie på studenter gjordes med hjälp av ABC-modellen för attityder och besvarades med Likertskala. Medelvärde räknades ut för generella attityder. Resultaten visade ingen statistiskt signifikant skillnad mellan grupperna. Vetskap om företagets interna marknadsföring tenderade att påverka både attityder och köpbeslutet negativt. Extern marknadsföring hade ingen inverkan på attityder eller köpbeslut.

Place, publisher, year, edition, pages
2016. , 32 p.
Keyword [sv]
Intern marknadsföring, extern marknadsföring, attityder, köpbeslutprocess
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-53456OAI: oai:DiVA.org:lnu-53456DiVA: diva2:936421
Subject / course
Business Administration - Marketing
Supervisors
Examiners
Available from: 2016-06-14 Created: 2016-06-13 Last updated: 2016-06-14Bibliographically approved

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fulltext(676 kB)116 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf