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“The Measurement of H&M’s marketing mix Toward Consumer repeat purchase intention”
Karlstad University, Faculty of Economic Sciences, Communication and IT.
Karlstad University, Faculty of Economic Sciences, Communication and IT.
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is considered through studying the effect of marketing mix elements to consumer repeat purchase intention and their relationship. H&M is extremely well-known in global, as the Swedish fast-fashion clothing stores. Its victorious and effective marketing activities, encouraged to construct this dissertation. The research is designed to stress on the most effective marketing mix element that influences H&M customers’ repeat purchase intention in Karlstad, Sweden. Research population is a one-hundred of current H&M’s customer, both male and female, with all age range. Subsequently, primary data is collected through survey by using online questionnaire as well as the secondary data such as H&M annual reports. The information from one-hundred respondents is then analyzed through SPSS program.The finding has indicated that the marketing mix elements, including product, price, distribution channel (store) and promotion, have significant effect on H&M’s customer repeat purchase intention. Whereas, price is the most important element that affects H&M’s customer repeat purchase intention. In addition, this dissertation also specifies other significant marketing factors, those majorly and slightly influence repeat purchase intention, in order to points out the areas that H&M company has to improve or prolong for its further globally development.

Place, publisher, year, edition, pages
2012.
Keyword [en]
Marketing mix, consumer repeat purchase intention
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:kau:diva-13860Local ID: FEK D-97OAI: oai:DiVA.org:kau-13860DiVA: diva2:536024
Subject / course
Business Administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2012-07-06 Created: 2012-06-21 Last updated: 2012-07-06Bibliographically approved

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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