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IN SEARCH
OF AN
INTEGRATING PRODUCT MODEL
- INTEGRATING CONSUMER BEHAVIOUR AND CUSTOMER VALUE
Andreas Bergius & Jenny Kragell
Avdelning, Institution Division, Department
Datum Date 2001-01-19
Ekonomiska Institutionen 581 83 LINKÖPING
Språk Language Svenska/Swedish X Engelska/English
Rapporttyp Report category Licentiatavhandling Examensarbete C-uppsats X D-uppsats Övrig rapport ____
ISBN
ISRN Internationella ekonomprogrammet 2001/18
Serietitel och serienummer Title of series, numbering
ISSN
URL för elektronisk version http://www.ep.liu.se/exjobb/eki/2001/iep/018/
Titel Title
På spaning efter en integrerande produktmodell - att integrera konsumentköpbeteende och kundvärde In Search of an Integrating Product Model - Integrating Consumer Behaviour and Customer Value
Författare Andreas Bergius & Jenny Kragell Author
Sammanfattning Abstract: Background: The concept of the product is a multi faced problem, and involves issues such as core value, tangible and intangible products, services, warranties etc. It is a thick jungle of information regarding what a product can be said to be. Closely linked to the concept of the product are also the terms buying behaviour and value. The first term, buying behaviour, is the understanding of what precedes the purchase, and the second refers to the customer’s perceived value. We believe that these three important concepts have not been sufficiently explored as one. We will investigate the concepts individually and finally join them together as one model. Purpose: We set out to create a model that integrates the concepts of consumer behaviour and value with the concept of the product. Method: The study is to a large extent theoretical. A small number of interviews have been conducted at the two automotive companies Saab and Porsche, and also with owners of these cars respectively. This empiricism complements the thesis,...