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Kanalintegration: Utifrån ett konsumentperspektiv
University of Skövde, School of Business.
University of Skövde, School of Business.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Channel integration : From a consumer perspective (English)
Abstract [en]

Purpose: The main purpose of the study is to create an understanding of whether a company's development work with creating a high degree of integration is of relevance to consumers. This because there are shared opinions about consumer behaviour in a multi-channel environment.

Method: The survey methodology used in this study is qualitative study. The collected data was made through focus group interviews which represent the primary data. The secondary data consists of previous research.

Conclusion: The conclusion from this study shows that channel integration in many cases gives a positive attitude towards consumers. However, there are exceptions where channel integration is not attractive or sought after. Instead attributes are more in focus. But overall, channel integration has a positive impact on consumers

Abstract [sv]

Syfte: Studiens huvudsakliga syfte är att skapa en förståelse kring huruvida ett företags utvecklingsarbete med att skapa en hög grad integration är av relevans enligt konsumenterna, då det råder skilda meningar från tidigare forskning.

Metod: Den utförda undersökningsmetod som används i denna studie är en kvalitativ under-sökning. Där den insamlade datan gjordes genom fokusgruppsintervjuer, vilket representerar den primära datan. Den sekundära datan bestårav tidigare forskning. Det utfördes sedan en jämförelse mellan primär och sekundär data.

Slutsats: Studiens slutsats visar på att konsumenter erhåller en positiv attitydtill kanal-integration, men det finns dock undantag där kanalintegration inte är lika eftertraktat och attraktivt där attribut står mer i fokus. Men överlag visas kanalintegration ha en positiv inverkan på konsumenters attityd.

Place, publisher, year, edition, pages
2018. , p. 74
Keywords [en]
multi-channel sales, channel integration, attributes, attitude, buying process
Keywords [sv]
flerkanalsförsäljning, kanalintegration, attribut, attityd, köpprocessen
National Category
Business Administration
Identifiers
URN: urn:nbn:se:his:diva-15218OAI: oai:DiVA.org:his-15218DiVA, id: diva2:1211915
Subject / course
Business Administration
Educational program
Retail Store Manager - Study Programme
Supervisors
Examiners
Available from: 2018-06-07 Created: 2018-05-31 Last updated: 2018-06-07Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
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