Sagan om vinylens återkomst : Värdet av vinylskivan hos den unga konsumenten i den digitala eran

Detta är en Kandidat-uppsats från Uppsala universitet/Företagsekonomiska institutionen; Uppsala universitet/Företagsekonomiska institutionen

Sammanfattning: Since 2007, there has been a boom in sales of the vinyl record, which still continues to this day. The purpose of this paper is therefore to shed some light on this unlikely revival by studying the vinyl record’s consumer value as perceived by members of Generation Y. By adopting a consumer dominant view and a multidimensional perspective of consumer value the study aims to show how the vinyl record’s customer value is constructed in the eyes of its consumers. Through interviews the authors managed to revise the original customer value and highlight the most important value dimensions. The authors suggest that the main reasons why young consumers choose to use vinyl is the vinyl record’s ability to strengthen the focus on the music via physical interactive engagement, to include consumers in a social network/community and to provide a holistic experience beyond the purely sonic nature of the music.

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