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Researrangör som researrangör?: En studie om hur konsumenters involvering i resande generellt och produktkategorier påverkar deras möjligheter att särskilja varumärken
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Konkurrensen bland svenska företag har ökat markant under de senaste åren, vilket har inneburit att deras utbud blivit allt mer likartade. Digitaliseringen har i synnerhet intensifierat konkurrensen inom resebranschen, vilket har bidragit till att företag istället söker att särskilja sig genom immateriella fördelar och varumärkesdifferentiering. För att varumärken ska lyckas med sin varumärkesdifferentiering krävs det att konsumenter är involverade i varumärkena och deras erbjudanden. Med anledning av detta var syftet med studien att få en förståelse för hur konsumenters involvering i resande generellt och produktkategorier påverkade deras möjlighet att särskilja turistiska varumärken. I denna studie användes följaktligen teorier som behandlade involvering och varumärkesdifferentiering. För att få en förståelse för konsumenters involvering i resande och produktkategorier tillämpades teorierna varaktig involvering och produktkategoriinvolvering. För att få kunskap kring konsumenters förmåga att särskilja varumärken ifrån varandra användes Customer-based Brand Equity. Utifrån detta ansågs en kvalitativ metod bäst lämpad för att undersöka fenomenet och vidare genomfördes fyra semistrukturerade fokusgruppintervjuer. Resultatet från intervjuerna visade initialt att konsumenterna var involverade i resande och de uttryckte således starka tankar och åsikter om varumärkena vilket följaktligen innebar att konsumenterna kunde särskilja varumärkena. Det visade sig dock att detta inte stämde överens med verkligheten, då det uppdagades att konsumenterna faktiskt var ovetande om vilket varumärke de senast använde sig av. Trots en hög involvering i resande generellt, uppvisade de en låg involvering gentemot produktkategorin vilket bidrog till att konsumenterna faktiskt inte kunde särskilja varumärkena.

Abstract [en]

The competition amongst Swedish companies has significantly increased in recent years, which has contributed to the their increasingly similar offers. The digitization has particularly intensified the competition within the travel industry, which in turn has contributed to companies trying to distinguish themselves through intangible assets and brand differentiation. Forbrands to succeed with their brand differentiation, it requires that consumers are involved with the brands and their offers. Therefore, the aim of this study was to gain an understanding of how consumers involvement affected their ability to distinguish touristic brands. Hence, theories that addressed involvement and brand differentiation were used in this study, to gain an understanding of consumers involvement intraveling and product categories, and thus their ability to distinguish between brands. A qualitative method was therefore used, and four semi-structured focus groups were conducted.The conclusions of this study initially displayed that the consumers should be seen as highly involved in traveling in general, further more they also expressed strong thoughts and feelings about the brands, which implied that the consumers were able to distinguish the brands. However, it was later revealed that the consumers in fact, were not able to differentiate the companies. Although consumers were perceived ashighly involved in traveling, they showed low involvement towards the product category, which contributed to their inability to distinguish the brandsfrom one another.

Place, publisher, year, edition, pages
2018. , p. 67
Keywords [en]
Brand Equity, Customer-based Brand Equity, Involvement, Branding, Brand Differentiation, Differentiation, Tour Operators and Package tours
Keywords [sv]
Brand Equity, Customer-based Brand Equity, Involvering, Varumärkesdifferentiering, Researrangörer och Paketresor
National Category
Other Social Sciences
Identifiers
URN: urn:nbn:se:sh:diva-36104OAI: oai:DiVA.org:sh-36104DiVA, id: diva2:1240296
Subject / course
Tourism Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2018-08-21 Created: 2018-08-21 Last updated: 2018-08-21Bibliographically approved

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Citation style
  • apa
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