Varumärkets betydelse - en jämförelse mellan hur unga och äldre påverkas i köpprocessen

The thesis strives to answer the question whether there are any differences between how young customers, in comparison with older, are affected by brands when buying different products. The purpose is to get a clearer idea about the brands' importance in the future and in that way also to give guidance to companies about how to best market themselves and there products.To answer the question, an experiment was conducted with 480 respondents taking a survey where they had to rate a product after reading a short text about it. Some of the texts stated that a specific brand was behind the product while some said the product was produced by an unknown brand.The result of the study was that young people showed a greater propensity of rating products with a brand higher than products without brands, in comparison with the older respondents. This gives reason to believe that brands progressively will become an even more important tool for marketers and an unmatched asset for companies in the future.


Emilie Sjöberg Claes Dalén

Lärosäte och institution

Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi


Detta är en C-uppsats.

Läs mer..