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Det bortglömda kundsegmentet

Andersson, Isabelle LU ; Mellander, Fredrika LU and Carlstedt, Charlotta LU (2018) FEKH29 20172
Department of Business Administration
Abstract (Swedish)
Syfte: Syftet med den här uppsatsen är att undersöka om kvinnliga plus size-konsumenter i Sverige har lägre kundnöjdhet än de som handlar från ordinarie sortiment samt undersöka huruvida detta har ett samband med konsumentens kroppsuppfattning, upplevelsenöjdhet och produktnöjdhet.
Metod: Kvantitativ metod med deduktiv ansats. Uppsatsen bygger på en tvärsnittsstudie med enkätundersökning för insamling av primärdata. För resultat och analys bearbetades all primärdata med hjälp av SPSS för att mäta medelvärden, korrelationer och regressioner.
Teoretiska perspektiv: Uppsatsen använder sig av tidigare forskning kring plus size-konsumenters attityder av bland annat Otieno, Harrow och Lea-Greenwood (2005). För mätning av produktnöjdhet... (More)
Syfte: Syftet med den här uppsatsen är att undersöka om kvinnliga plus size-konsumenter i Sverige har lägre kundnöjdhet än de som handlar från ordinarie sortiment samt undersöka huruvida detta har ett samband med konsumentens kroppsuppfattning, upplevelsenöjdhet och produktnöjdhet.
Metod: Kvantitativ metod med deduktiv ansats. Uppsatsen bygger på en tvärsnittsstudie med enkätundersökning för insamling av primärdata. För resultat och analys bearbetades all primärdata med hjälp av SPSS för att mäta medelvärden, korrelationer och regressioner.
Teoretiska perspektiv: Uppsatsen använder sig av tidigare forskning kring plus size-konsumenters attityder av bland annat Otieno, Harrow och Lea-Greenwood (2005). För mätning av produktnöjdhet används Kind och Hathcotes (2000) “Theory of Retail Satisfaction” och för mätning av upplevelsenöjdhet har Babin, Darden och Griffins (1994) skala för hedoniska shoppingvärden har använts.
Empiri: Enligt tidigare forskning är plus size-konsumenter idag missnöjda med sin modekonsumtion. Detta missnöje tycks primärt grunda sig i en sämre shoppingupplevelse samt att modeföretagens produktsortiment inte motsvarar plus size-konsumenters förväntningar. Det finns även spekulationer kring huruvida en negativ kroppsuppfattning skulle kunna vara en bakomliggande orsak till missnöjet, men det finns idag inga studier som har klarlagt detta samband.
Resultat: Plus size-konsumenter har signifikant lägre medelvärde än traditionella konsumenter inom samtliga undersökta områden kroppsuppfattning, upplevelsenöjdhet och produktnöjdhet. Kroppsuppfattningen har ett svagt samband med produktnöjdheten men ingen samband alls med upplevelsenöjdheten. Företag har störst möjligheter att förbättra plus size-konsumenters kundnöjdhet inom det produktrelaterade området. (Less)
Abstract
Purpose: The purpose of this paper is to investigate whether female plus size consumers in Sweden have lower customer satisfaction than those who shop from the regular assortment, as well as investigate whether this relates to the consumer’s body perception, experience satisfaction and product satisfaction.
Methodology: Quantitative method with a deductive approach. The paper is built upon a cross-sectional study with a survey to collect primary data. To generate results and analysis, all primary data was processed in SPSS to measure means, correlations and regressions.
Theoretical perspectives: The paper’s theoretical groundwork is based on previous research about plus size consumers’ attitudes like Otieno, Harrow and Lea-Greenwood’s... (More)
Purpose: The purpose of this paper is to investigate whether female plus size consumers in Sweden have lower customer satisfaction than those who shop from the regular assortment, as well as investigate whether this relates to the consumer’s body perception, experience satisfaction and product satisfaction.
Methodology: Quantitative method with a deductive approach. The paper is built upon a cross-sectional study with a survey to collect primary data. To generate results and analysis, all primary data was processed in SPSS to measure means, correlations and regressions.
Theoretical perspectives: The paper’s theoretical groundwork is based on previous research about plus size consumers’ attitudes like Otieno, Harrow and Lea-Greenwood’s research (2005) among others. To measure product satisfaction, Kind and Hathcote’s “Theory of Retail Satisfaction” (2000) has been applied and the experience satisfaction has been measured with Babin, Darden and Griffin’s (1994) scale for hedonic shopping values.
Empirical foundation: According to previous research plus size consumers are dissatisfied with their fashion consumption. This dissatisfaction appears to be based in that today’s fashion assortment does not live up to plus size consumers’ expectations, nor their shopping experience. There are speculations about that a negative body perception could be an underlying cause for the dissatisfaction, but there are today no studies that has validated this possible relationship.
Conclusions: Plus size consumers has significantly lower means than traditional consumers within the investigated areas: body perception, experience satisfaction and product satisfaction. The body perception has a weak relationship with product satisfaction, but no relationship at all with experience satisfaction. The largest opportunities for businesses to improve plus size consumers’ satisfaction lies within the product related area. (Less)
Please use this url to cite or link to this publication:
author
Andersson, Isabelle LU ; Mellander, Fredrika LU and Carlstedt, Charlotta LU
supervisor
organization
course
FEKH29 20172
year
type
M2 - Bachelor Degree
subject
keywords
Kundnöjdhet, plus size-konsument, produktnöjdhet, upplevelsenöjdhet, kroppsuppfattning
language
Swedish
id
8934686
date added to LUP
2018-02-19 15:29:34
date last changed
2018-02-19 15:29:34
@misc{8934686,
  abstract     = {{Purpose: The purpose of this paper is to investigate whether female plus size consumers in Sweden have lower customer satisfaction than those who shop from the regular assortment, as well as investigate whether this relates to the consumer’s body perception, experience satisfaction and product satisfaction.
Methodology: Quantitative method with a deductive approach. The paper is built upon a cross-sectional study with a survey to collect primary data. To generate results and analysis, all primary data was processed in SPSS to measure means, correlations and regressions.
Theoretical perspectives: The paper’s theoretical groundwork is based on previous research about plus size consumers’ attitudes like Otieno, Harrow and Lea-Greenwood’s research (2005) among others. To measure product satisfaction, Kind and Hathcote’s “Theory of Retail Satisfaction” (2000) has been applied and the experience satisfaction has been measured with Babin, Darden and Griffin’s (1994) scale for hedonic shopping values. 
Empirical foundation: According to previous research plus size consumers are dissatisfied with their fashion consumption. This dissatisfaction appears to be based in that today’s fashion assortment does not live up to plus size consumers’ expectations, nor their shopping experience. There are speculations about that a negative body perception could be an underlying cause for the dissatisfaction, but there are today no studies that has validated this possible relationship. 
Conclusions: Plus size consumers has significantly lower means than traditional consumers within the investigated areas: body perception, experience satisfaction and product satisfaction. The body perception has a weak relationship with product satisfaction, but no relationship at all with experience satisfaction. The largest opportunities for businesses to improve plus size consumers’ satisfaction lies within the product related area.}},
  author       = {{Andersson, Isabelle and Mellander, Fredrika and Carlstedt, Charlotta}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Det bortglömda kundsegmentet}},
  year         = {{2018}},
}