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Marknadsföring som konkurrenskraft under julhandeln: En studie av köpcentrum i Stockholmsområdet
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

Shopping is one of the most important social activities today and the majority of all shopping takes place in Shopping Centres. The number of Shopping Centres has increased and it is important to attract visitors by using the right marketing strategy. 

Christmas is an extra important period because the turnover normally increases three times in December compared to a “normal” month. 

The purpose of this study is to analyze the marketing of Shopping Centres during the Christmas period, and analyze how this marketing contributes to the visitors’ choice of Shopping Centre. This is a positivistic study that combines a quantitative and a qualitative method.

This study concludes that range of stores and distance are the most important factors when a visitor decides which Shopping Centre to visit. During Christmas it is important to create a Christmas feeling, preferably made by offering decorations and music. The visitors appreciate entertainment but that do not affect their choice of Shopping Centre. Outdoor commercial and magazines are appropriate media channels when the goal is to reach a large quantity of potential visitors, and Shopping Centres should communicate range of stores, distance and a Christmas feeling.

Place, publisher, year, edition, pages
2009. , 56 p.
Keyword [sv]
Marknadsföring, köpcentrum, upplevelser, shopping, julhandel
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-2152OAI: oai:DiVA.org:sh-2152DiVA: diva2:174164
Presentation
(English)
Uppsok

Supervisors
Examiners
Available from: 2009-02-19 Created: 2009-02-19 Last updated: 2009-02-19Bibliographically approved

Open Access in DiVA

fulltext(2372 kB)308 downloads
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Type fulltextMimetype application/pdf

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Sjöö, Susanne
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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