Homestyling som verktyg : - en kvalitativ studie om hur viktigt homestyling är för mäklarens tjänsteerbjudande

Detta är en Kandidat-uppsats från Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

Sammanfattning: Background: Homestyling is still relatively new on the swedish market, but has increased in use over the past ten years. Homestyling can now be seen as a value-adding service to the brokers core service, which is mainly selling real estates. People, who today have a different view on services, put a lot of value into getting a full service package delivered. Homestyling can lead to an increased interest in the property and increased value for both buyers and sellers. Research question: How important is homestyling for the broker´s service offer? How does the process with homestyling work? Purpose: The purpose with the study is to investigate how important homestyling is for the broker's service offer. Furthermore, the study intends to look into how the process of homestyling works. Method: This qualitative study has a deductive approach and has been conducted through individual interviews. The interviews has been done with two brokers and two homestylists who works for different agencies. A pilot study has also been carried out via focusgroup interviews with potential buyers. The interviews were semi-structured. Theory: The theory chapter presents relevant theories about consumer behavior, services and experiences related to the chosen topic. These theories constitute a major building block in the study and form the basis of the study's collected empirical data. Conclusion: Homestyling turned out to be more important for the broker's service than just acting as a competition tool. The survey shows that flats are almost unsaleable unless homestyling is used. This is because homestyling is so deeply implemented in the broker's service that customers expect styling, which leads to an impaired experience if there is no styling at all. The study also shows that the process can be different depending on the stylist, but that their common goal is to create an experience for the customer which can influence the buying process.

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