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"Man får det man betalar för helt enkelt": En studie kring konsumenters meningsskapande av Lidls image ur ett socialkonstruktionistiskt perspektiv

Falck, Sigrid LU and Nordman, Katja LU (2015) SKOK01 20151
Department of Strategic Communication
Abstract
Organizations are increasingly using communicative strategies to try influencing consumers to create a positive image around them. However, the image is an im-material concept in the mind of the consumer, which can create problems for or-ganizations since it is not possible to predict the image that will be assign to them. The study therefore intends to create an understanding of how consumers create meaning around an organizations image. Through a social constructionist approach to image, meaning is analysed from a communicative perspective. This has been examined through qualitative research interviews and analyzed through con-centrating of meaning. The work around this thesis has to equal parts been per-formed by both authors. The study... (More)
Organizations are increasingly using communicative strategies to try influencing consumers to create a positive image around them. However, the image is an im-material concept in the mind of the consumer, which can create problems for or-ganizations since it is not possible to predict the image that will be assign to them. The study therefore intends to create an understanding of how consumers create meaning around an organizations image. Through a social constructionist approach to image, meaning is analysed from a communicative perspective. This has been examined through qualitative research interviews and analyzed through con-centrating of meaning. The work around this thesis has to equal parts been per-formed by both authors. The study shows that in-store experience is central to the creation of meaning around Lidl's image, and that these perceptions is created through social interactions in society. We can therefore conclude that the creation of meaning around a company's image is an ongoing process. Further more, the study shows that there is a discrepancy between the message Lidl want to com-municate, and the reality that consumers are experiencing in Lidls stores, which affects the credibility of Lidl's advertising. (Less)
Popular Abstract (Swedish)
Företag använder allt mer kommunikativa strategier för att påverka konsumenterna att skapa en positiv image kring dem. Dock är image ett immateriellt begrepp i konsumen-ternas medvetande, vilket skapar ett problem för företagen då de inte kan förutsäga vil-ken image som kommer tillskrivas dem. Studien ämnar därför skapa en förståelse kring hur konsumenter skapar mening kring ett företags image. Genom en socialkonstruktion-istisk syn på image analyseras meningsskapande ur ett kommunikativt mottagarperspek-tiv. Detta har undersökts genom kvalitativa forskningsintervjuer som analyserats genom meningskoncentrering. Arbetet kring detta examensarbete har till lika stora delar utförts av båda författarna. Studien visar att upplevelsen i butiken... (More)
Företag använder allt mer kommunikativa strategier för att påverka konsumenterna att skapa en positiv image kring dem. Dock är image ett immateriellt begrepp i konsumen-ternas medvetande, vilket skapar ett problem för företagen då de inte kan förutsäga vil-ken image som kommer tillskrivas dem. Studien ämnar därför skapa en förståelse kring hur konsumenter skapar mening kring ett företags image. Genom en socialkonstruktion-istisk syn på image analyseras meningsskapande ur ett kommunikativt mottagarperspek-tiv. Detta har undersökts genom kvalitativa forskningsintervjuer som analyserats genom meningskoncentrering. Arbetet kring detta examensarbete har till lika stora delar utförts av båda författarna. Studien visar att upplevelsen i butiken är central för meningsskap-andet kring Lidls image och att dessa uppfattningar skapas genom sociala interaktioner i samhället. Vi dra därmed slutsatsen att meningsskapandet kring ett företags image är en ständigt pågående process. Slutligen visar studien att det finns det en alltför stor diskre-pans mellan det budskap Lidl vill kommunicera och den verklighet som konsumenterna upplever i butikerna, vilket påverkar trovärdigheten i Lidls reklam. (Less)
Please use this url to cite or link to this publication:
author
Falck, Sigrid LU and Nordman, Katja LU
supervisor
organization
course
SKOK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
image, store image, meaning making, sense making, Lidl, social constructionism, consumer, retail
language
Swedish
id
5468489
date added to LUP
2015-06-12 08:02:14
date last changed
2015-06-12 08:02:14
@misc{5468489,
  abstract     = {Organizations are increasingly using communicative strategies to try influencing consumers to create a positive image around them. However, the image is an im-material concept in the mind of the consumer, which can create problems for or-ganizations since it is not possible to predict the image that will be assign to them. The study therefore intends to create an understanding of how consumers create meaning around an organizations image. Through a social constructionist approach to image, meaning is analysed from a communicative perspective. This has been examined through qualitative research interviews and analyzed through con-centrating of meaning. The work around this thesis has to equal parts been per-formed by both authors. The study shows that in-store experience is central to the creation of meaning around Lidl's image, and that these perceptions is created through social interactions in society. We can therefore conclude that the creation of meaning around a company's image is an ongoing process. Further more, the study shows that there is a discrepancy between the message Lidl want to com-municate, and the reality that consumers are experiencing in Lidls stores, which affects the credibility of Lidl's advertising.},
  author       = {Falck, Sigrid and Nordman, Katja},
  keyword      = {image,store image,meaning making,sense making,Lidl,social constructionism,consumer,retail},
  language     = {swe},
  note         = {Student Paper},
  title        = {"Man får det man betalar för helt enkelt": En studie kring konsumenters meningsskapande av Lidls image ur ett socialkonstruktionistiskt perspektiv},
  year         = {2015},
}