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The competition within the walls: a qualitative study about how customers reason regarding their brand choice
Kristianstad University, Faculty of Business.
Kristianstad University, Faculty of Business.
2020 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

As private labels have developed and increased in recent years, customers’ options have grown. The purpose of this qualitative study is to explore how customers reason when they choose a brand in a Swedish sportswear store, which offers both private labels and national brands. More specifically, the following attributes, private labels versus national brands, customer behavior, and store layout are considered in order to address a possible complexity in the brand choice. The empirical material was collected through twelve exit interviews outside Stadium stores in four cities, combined with four observations in four Stadium stores. The findings revealed that private labels and national brands seem to have similar product characteristics, which may cause complexity in customers’ brand choices. This thesis contributes with an insight into a new dynamic within the walls of a sportswear store and discusses what aspects influence customers’ brand choice.

Place, publisher, year, edition, pages
2020. , p. 64
Keywords [en]
Private label, national brand, store layout, customer behavior, brand equity
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-20887OAI: oai:DiVA.org:hkr-20887DiVA, id: diva2:1452859
Subject / course
International business and marketing
Educational program
Degree of Bachelor of Science in Business and Economics
Presentation
2020-06-05, Kristianstad University, Elmetorpsvägen 15, Kristianstad, 20:57 (English)
Supervisors
Examiners
Available from: 2020-07-21 Created: 2020-07-07 Last updated: 2020-07-21Bibliographically approved

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fulltext(1368 kB)348 downloads
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File name FULLTEXT01.pdfFile size 1368 kBChecksum SHA-512
253ce1ada1e744918208d70016b11a101cdb5d9fca9d9df68e2895728999ce9feac1ae0ee8fa0e778cfee98c4bbc2b996bce62ec000c66fb84d3d523d88ab7e7
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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