Fastighetsmäklarens klädsel : Hur påverkar den kunden?

Detta är en Kandidat-uppsats från Avdelningen för företagsekonomi

Sammanfattning: Real estate managers work in a hard branch with big competition and skeptical customers. For most people, buying a property is the biggest private purchase of their lives. This puts a big pressure on the real estate agent to make the process run smooth. But how does the customer know which real estate manager to choose? We have researched what effect the real estate managers clothing has on the customers’ first impression and how clothing affects customers’ choice of real estate agents. To answer our questions we´ve done 13 projective interviews with ten customers and three real estate agents, where we showed four pictures with the same person dressed in different styles. The respondents were told to express the feelings and impressions they got from looking at the pictures, and then answer some questions about their experience of real estate managers.  We´ve discovered that the real estate managers clothing affects the customers’ first impression, but in the final choice of real estate managers clothing is not as important as personality for example. The most popular style of the four was number two, business casual. This was because the respondents saw a man they could thrust that is down to earth. The real estate managers their self also favored number two, because it´s a universal style that´s easy to adjust to the customer you´re working with.

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