Black Friday: Kampen om kundens plånbok - en kvalitativ studie om Sveriges största kommersiella högtidsdag
Sammanfattning: Black Friday has rapidly grown to be one of the most important sales days in Sweden, with a large sales volume and consumers eager to find the best deals. It is clear that this shopping day is popular among consumers, but companies' perception of it has yet to be identified in an academic context. Previous research mainly focus on how price promotions work within the grocery industry and there is a lack of knowledge on how they are dealt with in other industries as well as in atypical contexts like Black Friday. The purpose of this thesis is to generate insights about how companies view and work with commercial holidays and price promotions, with Black Friday as an empirical example. Insights are gathered through three key questions; Why do companies take part in Black Friday? How is the promotion designed? How is it evaluated? Using a qualitative method, twelve interviews are conducted with different retail companies who are active in the Swedish market and take part in Black Friday. The findings show that companies participate in Black Friday mainly because of the competition and that many feel forced to do so. These companies indicated that the intensity in the competition is increasing, regardless of industry, since every company is competing for the same consumer s wallet. How the promotion is designed differs by the number of sales-days, price levels and product assortment offered. However, the conclusion is that they are most often designed by employees intuition, as well as market competition. The evaluation of the promotions also differs between companies and there is no consensus as to what or when to evaluate the true effects of a promotion, such as Black Friday.
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