Bokakademin i Östergötland AB möter framtiden
En studie av studenters köpbeteende vad gäller kurslitteratur och ett förslag på marknadsföringsstrategi för Bokakademin
College bookstoresOnline textbook retailersPurchasing behaviourMarketing activitiesMarketing strategyBokakademinKöpbeteendeMarknadsföringsstrategi
Bokakademin i Östergötland AB möter framtiden ? En studie av studenters köpbeteende vad gäller kurslitteratur och ett förslag på marknadsföringsstrategi för Bokakademin (Bokakademin i Östergötland AB meets the future ? A study of students? purchasing behaviour regarding textbooks and a proposal for a marketing strategy for Bokakademin)Authors: Fabian Hamnqvist and Emma SvenssonBachelor?s thesis in business administration Linköping University, Department of Management and Engineering, 2013 Supervisor: Mehran NoghabaiAbstractThis paper examines the competition arising from online textbook retailers met by physical college bookstores. The paper examines the implications of college students' purchasing behaviour when buying textbooks, how a specific corporate clientele is composed and the purchasing habits of these customers to the specific company in question. The company used as a practical example is a bookstore located on a university campus of Linköping University in Sweden. Data have been collected using a paper and pen survey of 200 students from Linköping University as well as conducting interviews with eight students and the Managing Director of the company in question. Empirical findings about the students? purchasing behaviour are presented and these are accompanied by several theories about consumers and companies? marketing activities. This paper presents a proposal for a marketing strategy for the company in question and considers how this particular bookstore should deal with the new market environment where online sales have increased rapidly.