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Hur anpassas stimuli i butiksatmosfären i en stor och i en liten butik inom samma kedja?
University of Skövde, School of Technology and Society.
University of Skövde, School of Technology and Society.
2012 (Swedish)Independent thesis Basic level (university diploma), 10 credits / 15 HE creditsStudent thesisAlternative title
How to adapt stimuli in the store atmosphere in a large and a small store within the same chain? (English)
Abstract [sv]

Inom ett företag är det viktigt att ha en enhetlig kommunikation utåt mot kunder. Butiksatmosfären är en del av butikskedjans helhet, vilken påverkar hur kunderna upplever butikerna. Då butikskedjorna får anpassa sina butiker efter ytan, påverkas även den enhetliga kommunikationen som butikskedjan sänder ut. Detta leder till att kunderna får en osammanhängande image som inte stämmer överens med företagets profil och identitet. Rapporten jämför en butikskedjas profil och identitet med kundernas uppfattade image av butikskedjan. Denna rapport visar hur mycket imagen faktiskt påverkas av stimuli i butiksatmosfären, i form av butikernas inredning, kundbemötande och sortiment. Genom att ta del av det som beskrivs i denna rapport, så har butikskedjor möjlighet att få kunskap om hur imagen ska stämma överens med butikskedjans profil och identitet.

Abstract [en]

Within a company it is important to keep the communication consistent to the customers. The whole of the store chain includes the store atmosphere, which affect the customer’s experi-ence of the stores. When the store chains adapt their stores due to the size and shape, it affects the consistency of the communication. This results in an inconsistent image perceived by the customers which does not match the profile and identity of the company. The report compares a store chain's profile and identity against the image perceived by the customers. It demon-strates how the stimulus of the store atmosphere has an impact on the image, in terms of store decor, customer service and product range. Knowledge from this report can be used by store chains to integrate the image with their profile and identity.

Place, publisher, year, edition, pages
2012. , 52 p.
Keyword [sv]
Butikskommunikation, butiksatmosfär, image, profil, identitet, M-R modellen, koncept
National Category
Business Administration
Identifiers
URN: urn:nbn:se:his:diva-6012OAI: oai:DiVA.org:his-6012DiVA: diva2:533984
Subject / course
Business Administration
Educational program
Retain Store Manager - Study Programme
Presentation
2012-05-22, Skövde, 11:59 (Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-18 Created: 2012-06-14 Last updated: 2012-06-18Bibliographically approved

Open Access in DiVA

Fulltext(1102 kB)656 downloads
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Eriksson, UlrikaAlmroth, Emma
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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