Uppförsäljning - en väg till ökade snittköp
The Swedish consumer electronic industry has recently experienced an increasingly intensive price war. The price war has forced some operators in the business to declare bankruptcy, as the only way to compete has been by driving down prices. A challenge that retail chains in the consumer electronics industry is facing is to increase their margins. If store personnel can success with upselling, the companies will increase their profits. The purpose of this paper is to examine if the sales people in the consumer electronic industry can influence the customer to buy a more expensive product and what the effects the upselling has on the customers' attitudes. This will be done with regard to the regulatory focus of the customer. The study was done using an experiment designed by a survey which proposed different scenarios. The result showed that upselling did not affect the customers' attitude in a negative way. We also found that upselling with a prevention match increases the probability that the customer will accept purchasing a more expensive product. Our recommendation for the industry is to implement formalized programs of upselling, something that would increase the revenues for companies within the consumer electronic industry.