Sökning: "Claudia Kögler"

Hittade 1 uppsats innehållade orden Claudia Kögler.

1. 1. Impact of private labels' in-store placement on consumers' quality perception and purchase intention : An empirical study investigating Apoteket AB

   Magister-uppsats, Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

   Författare :Sofia Helleday; Claudia Kögler; [2016]
   Nyckelord :Private labels; in-store placement; quality perception; purchase intention;

   Sammanfattning : Titel  Impact of private labels' in-store placement on consumers' quality perception and purchase intention – An empirical study investigating Apoteket AB Date 2016-06-03 Level  Master Thesis in Business Administration, 15 ECTS Institution School of Business, Society and Engineering – Mälardalen University Authors Sofia Helleday Claudia Kögler 26th May 1993 12th September 1991 Supervisor Konstantin Lampou Keywords Private labels, in-store placement, quality perception, purchase intention Research questions How do specific in-store placements of a private label product affect consumers' quality perception? How do specific in-store placements of a private label product affect consumers' purchase intention? Purpose The purpose of this study is to investigate a potential impact of private labels' in-store placement on consumers' quality perception and purchase intention with a view to the Swedish pharmacy market – namely, Apoteket AB, which is regarded as the research's case example. Method Systematic observations were carried out in two Apoteket AB stores first, which facilitated the structure of the customer survey. LÄS MER