Sökning: "Frank Dahl"

Hittade 1 uppsats innehållade orden Frank Dahl.

  1. 1. Våga ta steget!: En studie om de attraktiva produktkategorierna

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Karin Dahl; Frank Svensson; [2006]
    Nyckelord :Mokken scale; product category; physical attractiveness; intentions;

    Sammanfattning : This paper studies patterns of consumption within a product category. Using make-up as a base for the study, we applied the Mokken Scale to examine if consumers follow a hierarchical pattern when buying items within the product category. Based on a survey of 250 female respondents, we establish a hierarchic scale for consumption. LÄS MER