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SJÄLVÖVERVAKNING, PRODUKTENGAGEMANG OCH INKÖPSMOTIV: Relationen mellan dessa tre aspekter
University of Skövde, School of Business.
University of Skövde, School of Business.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
SELF-MONITORING, PRODUCT INVOLVEMENT AND PURCHASE MOTIVES : The relationship between these aspects (English)
Abstract [en]

The purpose of the study was to find out if different personality types were more interested in the implicit or explicit function of a product. Personality theory self-monitoring was chosen because we live in a self-monitoring society, which makes this theory relevant. In this study, "implicit function" is defined as abstract characteristics in terms of identity creation and heightened self-esteem. Explicit function is defined as concrete characteristics of a product, such as basic function a product satisfies. We therefore bound ourselves to Luxury Fashion (implicit) and Fast Fashion (explicit) to see if the outcome of a buying process could be explained depending on the degree to which an individual monitored his behaviour in social contexts. A combination of convenience and snowball sampling was combined to identify two different types of individuals who were opposed to the monitoring of their own behaviour (someone with high and low self-monitoring), because these later would forward us to similar people and the material was collected through interviews. The study found that individuals who monitored their behaviours largely in social contexts were more interested in the implicit function of clothing (Luxury Fashion), while individuals with low self-monitoring were interested in the explicit function of clothing (Fast Fashion). The reason for this was that these different types of consumers had different needs for social acceptance, the greater this need was it resulted in branded clothes and the lower the need was it resulted in cheaper clothes. In other words, consumers with high social acceptance requirements were more likely to trade brand clothing to achieve social acceptance. In this way we discovered what different personality types have for purchasing motives when shopping.

Place, publisher, year, edition, pages
2017.
Keyword [sv]
Självövervakning högengagemangsprodukter fastfashion luxuryfashion företagsekonomi
National Category
Business Administration
Identifiers
URN: urn:nbn:se:his:diva-13921OAI: oai:DiVA.org:his-13921DiVA: diva2:1127481
Subject / course
Business Administration
Educational program
Retail Store Manager - Study Programme
Presentation
2017-06-06, Skövde, 16:29 (Swedish)
Supervisors
Examiners
Available from: 2017-08-12 Created: 2017-07-15 Last updated: 2017-08-12Bibliographically approved

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dcd695db93b01b4b0d2565e1a3d7a16a3fe5cd3ca89016715611d127589c487f52aba6a1b794f168132d98387f24e4a600780d783df2550cffa2b83a9ab5e23a
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • 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