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Produktplacering i film: En studie om produktplaceringens påverkan av högskolestudenters köpbeslutsprocess
University of Skövde, School of Technology and Society.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Product Placement in movies : A study on product placement influence of college students buying decision process (English)
Abstract [sv]

Produktplacering har blivit ett allt viktigare verktyg för marknadsföraren som vill nå ut till alla reklamtrötta tittare. För att få tittaren att köpa produkten och därmed lyckas med produktplaceringen så krävs det inte bara att tittaren ska uppmärksamma varumärket utan faktorer som intresse, acceptans och önskan spelar också en viktig roll i sammanhanget. För att varumärkesexponeringen ska kunna påverka tittaren i dess köpbeslutsprocess så är det även till fördel om tittaren har medvetenhet och kännedom om varumärket, dock så visar resultatet av denna studie på att det finns undantag. I denna undersökning behandlar vi specifikt hur högskolestudenter påverkas av produktplacering i sin köpbeslutsprocess och hur denna påverkan skiljer sig mellan män och kvinnor. Genom ett experiment kombinerat med enkätundersökningar så har studenternas köpbeslutsprocess undersökts och analyserats. Analysens diskussioner har mynnat ut i en slutsats som tyder på att produktplacering faktiskt påverkar studenter. Dessutom visar det sig att båda könen kommer att öka sina inköp utav varumärkena där kvinnorna i något högre grad än männen har påverkats av produktplaceringen. 

Abstract [en]

Product Placement has become an increasingly important tool for the marketer trying to reach out to all advertising weary viewers. To convince the viewer to buy the product and to succeed in product placement it’s not enough for the viewer to pay attention, it also requires factors such as interest, acceptance and desire. To lead product placement into success and to influence the viewers in their buying decision process it is also a benefit if the viewer is aware or has some kind of knowledge about the brand. Interesting fact is that this study has one exception. With an experiment combined with surveys we have in this study dealt specifically with how college students getting influenced by product placement in their buying decision process and how this influence differs between men and women. The analysis with its discussions leads us to a conclusion which indicates how product placement really affects students. In addition this study shows that both genders will increase their purchases of selected brands where women in a higher rate than men have got influenced by product placement.

Place, publisher, year, edition, pages
2013. , 86 p.
Keyword [sv]
Produktplacering, köpbeslutsprocess, studenter, film
National Category
Business Administration
Identifiers
URN: urn:nbn:se:his:diva-8337OAI: oai:DiVA.org:his-8337DiVA: diva2:637047
Subject / course
Business Administration
Educational program
Business Administration and Economics - Study Programme
Presentation
2013-05-28, Högskolan i Skövde, Skövde, 06:53 (Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Note

Inriktning marknadsföring

Available from: 2013-08-06 Created: 2013-07-16 Last updated: 2013-08-06Bibliographically approved

Open Access in DiVA

Produktplacering i film - En studie om produktplaceringens påverkan av högskolestudenters köpbeslutsprocess(1836 kB)1146 downloads
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File name FULLTEXT01.pdfFile size 1836 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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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