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; 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 ABDate2016-06-03Level Master Thesis in Business Administration, 15 ECTSInstitutionSchool of Business, Society and Engineering – Mälardalen UniversityAuthorsSofia Helleday Claudia Kögler 26th May 1993 12th September 1991SupervisorKonstantin LampouKeywordsPrivate labels, in-store placement, quality perception, purchase intentionResearch questionsHow 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?PurposeThe 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.MethodSystematic observations were carried out in two Apoteket AB stores first, which facilitated the structure of the customer survey. LÄS MER