Köpbeteende hos studenter gällande val av laptop : Varumärkeslojalitet och påverkan av referensgrupper

Sammanfattning: This study examines students in Sweden between the ages of 20-30 and examines their purchasing behaviour regarding choice of laptops. This paper will study the effects of brand loyalty and reference group and how it affects the consumers choice of brand. This study uses a qualitative method to gather information. Nine interviews were conducted with various questions regarding brand loyalty and reference groups. This paper came to the conclusion that to some degree six people were brand loyal. Very few respondents acted in a brand loyal fashion when it came to word of mouth, where almost no consumer shared their positive experience with others despite the fact that they were happy with their purchases. Regarding the effect of reference groups on the respondents, the study found that family and friends had some influence on the consumer's choice of a brand of laptop as the respondents had the same brand as their family or friends but did not gain any information about the brands from their family or friends. Instead, it was found that the respondents turned to opinion leaders to gather information about potential laptop purchases where the consumers gained positive word of mouth which had an effect on the respondent. Negative word of mouth had an effect on consumers as they avoided certain brands because of it and was also slightly stronger than physical positive word of mouth.