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Bauprojekte zu Hause und deren besonderen Probleme - eine Untersuchung des Kaufentscheidungsprozess
2002 (Tahitian)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

Home-improvement is a growing market segment within the construction sector in Sweden, and probably in many other countries as well. Selling home-improvement products to consumers differs a great deal from selling to construction companies. The aim of this study has been to increase the knowledge about consumers’ buying process and the problems arising in connection thereby. To achieve this, we have conducted a series of two focus groups interviews with customers of the company. We were surprised to find out how complex and difficult this process is perceived by the consumers. There is a large need of assistance, especially in the information search phase. The consumers starts this search with a simple outline or sketch over their home-improvement project, which he or she somehow would like to convert to a final drawing including a price calculation. At the same time consumers experience a large fear of making a faulty purchase. By assisting the consumer in this phase of the purchasing process with innovative marketing solutions, a great deal of the cognitive dissonance, which often occur after the purchase, can probably be reduced; this would ultimately increase the consumers’ loyalty towards the company. We have found that the company logotype – Bävern – is relatively well known among the participants in this study. Westwood’s large selection and customer service is appreciated. Therefore, solutions intended to increase the perceived service among the consumers should be included in the brand building strategy, if such a strategy exists.

Place, publisher, year, edition, pages
2002. , p. 46
Identifiers
URN: urn:nbn:se:kau:diva-51865Local ID: FEK C-95OAI: oai:DiVA.org:kau-51865DiVA, id: diva2:1100364
Subject / course
Business Administration
Available from: 2017-05-29 Created: 2017-05-29

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  • apa
  • harvard1
  • ieee
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  • vancouver
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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