Vad ska produkten heta? En kvantitativ studie om produktnamns påverkan på konsumenten.

Sammanfattning: The number of products offered by retailers has increased immensely during the last two decades, which has resulted in an increase of naming decisions having to be made. The importance of product names has become more significant for retailers offering their products online, as these are more visible to the customer in comparison to products offered offline. Consequently, it is of great value for retailers to gain knowledge about how a product name affects the customers' perception of the product. The purpose of this study is to examine whether product names affect customers perception of the relevant products in the online environment. This has been illustrated by applying the following theories to the relevant product names; meaningful and meaningless brand names as well as concrete and abstract words. This study aims to combine product names that are both practically and theoretically relevant. Four different product names have been examined within the chosen category, clothes. The results were conducted through an online survey consisting of 196 randomly selected respondents. In addition, the study includes a mapping of the clothing industry in Sweden to obtain knowledge about existing naming strategies. The results of the survey were not sufficient enough to conclude any differences between meaningful and meaningless names in the customer's perception of the product. However, the study adequately supports the conclusion that the perception of the product will differ depending on whether the product name is concrete or abstract. To conclude, this study gives evident support for the positive effects of a concrete product name, which provides insights for fashion companies online. Finally, the authors of this thesis hope to inspire to further research within this area.