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Handlingar talar starkare än ord: En kvalitativ undersökning om konsumenters attityd och beteende inom Fast Fashion
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte: Syftet med denna studie är att söka djupare förståelse för Gen-Z konsumenters lojalitet i form av hur deras attityder och beteende skiljer sig mot Fast Fashion handel och hur sambandet mellan dem kan se ut. Vidare syftar denna studie att identifiera konsekvenserna av de olika uppfattningarna i form Word of Mouth.

Forskningsfrågor:

  • Hur ser konsumenternas bild ut av ett varumärke inom Fast Fashion och vad beror detta på?
  • Hur ser skillnaden ut mellan konsumenters attityd och beteende gentemot ett Fast Fashion varumärke?
  • Hur ser konsumenters lojalitet ut i helhet till ett Fast Fashion varumärke baserat på attitydmässiga samt beteendemässiga faktorer?

Metod: Studien är av kvalitativ ansats och datan har samlats in med hjälp av fokusgrupper samt djupintervjuer i form av semistrukturerade intervjuer.

Teoretisk referensram: De teorier som används i denna studie är Varumärkesbild, Varumärkesattityd, Varumärkeslojalitet, Lojalitetsmodell samt Lojalitetsindelning av Dick och Basu (1994), Lojalitetspyramiden av Aaker (1991) och slutligen Word of Mouth.

Slutsatser: Slutsatserna är att respondenterna har en negativ varumärkesbild av H&M som varumärke. Det identifierades även en motsägelse mellan respondenters attityder och beteenden då de skilde sig åt markant. Respondenternas lojalitet till varumärket visade sig vara väldigt svag. De negativa attityderna visade sig även ha stor påverkan på Word of Mouth som sprids konsumenter emellan.

Abstract [en]

Aim: The aim of this study is to search for a deeper understanding of Gen-Z’s consumer loyalty in the form of their attitudes and behaviour towards Fast Fashion and how the relationship between these factors can look like. Furthermore this study aims to identify the consequences of the the different perceptions in the form of Word of Mouth.

Research questions:

  • What does consumers brand image look like when it comes to a Fast Fashion brand and what does it depend on?
  • What are the differences between consumers attitudes and behaviour towards a Fast Fashion brand?
  • What does consumers loyalty look like in its whole to a Fast Fashion brand based off attitudinal and behavioural factors?

Method: This study is based on a qualitative approach and the data has been collected through semi-structured interviews. Both focus groups and individual interviews have been conducted.

Theoretical framework: The theories that have been applied are Brand Image, Brand Attitude, Brand Loyalty, Loyalty Model and Loyalty Classification by Dick & Basu (1994), Loyaltypyramid (Aaker 1991) and finally Word of Mouth.

Conclusions: The conclusions are that the respondents has got a negative image of H&M as a brand. A contradiction was also identified between the respondents attitudes and behaviour considering they were very different. The loyalty towards the brand was not very strong. The negative attitudes of the respondents had an significant influence on the brands Word of Mouth.

Place, publisher, year, edition, pages
2019. , p. 47
Keywords [en]
Fast Fashion, brand, gen-z, brand loyalty
Keywords [sv]
Fast Fashion, varumärke, gen-z, varumärkeslojalitet
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-38714OAI: oai:DiVA.org:sh-38714DiVA, id: diva2:1341962
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2019-08-12 Created: 2019-08-12 Last updated: 2019-08-12Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • 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