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The consumers perception of Four Elements Clothing AB - an attitude research
2004 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

Four Elements Clothing AB was founded 1998. Their business concept was and is still to create exclusive functional clothes called cross over clothes, suitable for both skiers and snowboarders. They also produce street wear clothes such as t-shirts, sweatshirts and other accessories. Quality, design, image/ profile and feeling are the main factors that Four Elements strive for. There are different types of users with different attitudes on the market. That makes it very important for a company to know as much as possible about their target group. Our aim with this paper is to present a research performed among Four Elements┬┤ consumers and to find out about their thoughts and opinions about Four Elements brand and products. The information received is supposed to help Four Elements to make their products even more suitable for their consumers and also create loyalty among them. We have carried out a quantitative research with a contribution of quality questions. We used a consumer register which we received from Four Elements. We then sent out e-mail questionnaires to registered e- mail addresses in the consumer register. This research shows that the respondents overall have positive attitudes towards Four Elements products and brand. They are satisfied with the products and the respondents seem prioritize design and quality when choosing brands with this character. According to this research, Four Elements typical consumer is between 21-35 years old and has a big interest for skiing and snowboarding. This consumer is also prizing insensitive and seeks quality products with an excellent design. The majority of the respondents are willing to recommend Four Elements and buy the products again. The research though shows that many of the respondents have bought other brand products after their purchase of Four Elements products. In this type of market we have realized that it is important with variation for the consumers and some respondents mentioned that they have changed supplier even if they are satisfied with and have positive attitudes towards Four Elements products which means that they can still be loyal and probably buy Four Elements┬┤ products again. Four Elements mainly uses sponsorship as their marketing tool, which is efficient. We though think that Four Elements need to expand their marketing area to be able to spread the knowledge about the brand. We are aware of this is expensive, but we still think it is time to put a lot of effort into marketing to maintain survival on the market.

Place, publisher, year, edition, pages
2004. , 57 p.
Identifiers
URN: urn:nbn:se:kau:diva-52218Local ID: FEK D-58OAI: oai:DiVA.org:kau-52218DiVA: diva2:1100720
Subject / course
Business Administration
Available from: 2017-05-29 Created: 2017-05-29

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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