Inbound Marketing – en framgångsstrategi? En kvalitativ studie på premiumbilar som högengagemangsköp utifrån konsumenter och Mercedes-Benz
(2018) FEKH29 20181Department of Business Administration
- Abstract (Swedish)
- Examensarbetets titel: Inbound Marketing – en framgångsstrategi? En kvalitativ studie på premiumbilar som högengagemangsköp utifrån konsumenter och Mercedes-Benz
Seminariedatum: 2018-06-01
Ämne/kurs: FEKH29 Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå
Författare: Alice Beckman, Clara Michélsen, Julia Torstensson
Handledare: Clara Gustafsson
Nyckelord: Inbound Marketing, Köpprocessen, Digitalisering, Högengagemangsprodukt,
Premiumbil
Syfte: Syftet med studien är att, med anledning av ett förändrat medielandskap, utvärdera Inbound
Marketing som digital marknadsföringsstrategi vid premiumbilköp som högengagemangsprodukt.
Metod: En kvalitativ studie har genomförts med ett hermeneutistiskt fenomenologiskt perspektiv.... (More) - Examensarbetets titel: Inbound Marketing – en framgångsstrategi? En kvalitativ studie på premiumbilar som högengagemangsköp utifrån konsumenter och Mercedes-Benz
Seminariedatum: 2018-06-01
Ämne/kurs: FEKH29 Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå
Författare: Alice Beckman, Clara Michélsen, Julia Torstensson
Handledare: Clara Gustafsson
Nyckelord: Inbound Marketing, Köpprocessen, Digitalisering, Högengagemangsprodukt,
Premiumbil
Syfte: Syftet med studien är att, med anledning av ett förändrat medielandskap, utvärdera Inbound
Marketing som digital marknadsföringsstrategi vid premiumbilköp som högengagemangsprodukt.
Metod: En kvalitativ studie har genomförts med ett hermeneutistiskt fenomenologiskt perspektiv.
Studiens forskningsansats är abduktiv och alternerar således mellan teori och empiri
för att låta förståelsen växa fram successivt. Teori hämtas från sekundära källor såsom böcker,
hemsidor och vetenskapliga artiklar medan primära källor avser tolv djupintervjuer.
Teoretiska perspektiv: Den teoretiska referensramen innefattar köpprocessen vid högengagemangsköp,
där tidigare slutsatser av digitaliseringens inverkan samt faktorer vilka är specifika
för premiumbilköpet inkluderas vid varje steg av köpprocessen. Vidare presenteras konceptet
Inbound Marketing och den process som används för att attrahera, konvertera och
bygga relationer med kunder.
Empiri: Det empiriska materialet består av tolv djupintervjuer. Djupintervjuerna är semistrukturerade
och baseras på ett strategiskt urval. Elva intervjuer avser konsumenter där kravet
var att man under de senaste åren köpt en premiumbil. Den tolfte djupintervjun genomfördes
med marknadschefen på Mercedes-Benz, Malmö. Intervjuernas omfattning varierade från
32 minuter till 92 minuter. Det empiriska materialet presenteras i samband med analys.
Resultat: Digitaliseringens inverkan på köpprocessen är anmärkningsvärd med inverkan på
samtliga steg, vilket resulterar i en kortare och mindre komplex köpprocess. Stor del av Inbound
Marketing är fortsättningsvis i linje med konsumenternas beteende vid bilköp såväl
som deras preferenser avseende reklam. Mercedes-Benz arbetar i dagsläget till viss del med
Inbound Marketing, men prioriterar push-strategier med anledning av ett upplevt positivt genomslag.
Inbound Marketing lämpar sig som strategi, men bör kombineras med push-strategier
för att nå konsumenter under attraktionsstadiet samt för generellt varumärkesbyggande (Less) - Abstract
- Title: Inbound Marketing – A strategy for success? A qualitative study based on high involvement products from the perspective of consumers and Mercedes-Benz
Seminar date: 2018-06-01
Course: FEKH29 Business Administration: Bachelor Degree Project in Marketing Undergraduate
Level
Author: Alice Beckman, Clara Michélsen, Julia Torstensson
Advisor: Clara Gustafsson
Key words: Inbound Marketing, The buying process, Digitalisation, High involvement products,
Premium car
Purpose: The purpose of the study is to evaluate Inbound Marketing as a digital marketing
strategy for premium car purchases as a high involvement product due to a changed media
landscape.
Methodology: Based on a hermeneutic phenomenological approach, a qualitative... (More) - Title: Inbound Marketing – A strategy for success? A qualitative study based on high involvement products from the perspective of consumers and Mercedes-Benz
Seminar date: 2018-06-01
Course: FEKH29 Business Administration: Bachelor Degree Project in Marketing Undergraduate
Level
Author: Alice Beckman, Clara Michélsen, Julia Torstensson
Advisor: Clara Gustafsson
Key words: Inbound Marketing, The buying process, Digitalisation, High involvement products,
Premium car
Purpose: The purpose of the study is to evaluate Inbound Marketing as a digital marketing
strategy for premium car purchases as a high involvement product due to a changed media
landscape.
Methodology: Based on a hermeneutic phenomenological approach, a qualitative study has
been conducted. The thesis scientific approach is abductive and thus alternate between theory
and empiry, allowing understanding to emerge gradually. Theory is derived from secondary
sources such as books, websites and academic journals while primary sources refer to twelve
in-depth interviews.
Theoretical Perspectives: The theoretical perspective include the buying process for high involvement
products, where previous findings regarding the digitalisation and elements specific
for a premium car purchase has been included. Henceforth, the process and components
of Inbound Marketing is presented.
Empirical Foundation: The empirical material is based on twelve in-depth interviews. The
in-depth interviews are semi structured and based on a strategic selection. Eleven of the interviews
pertains to consumers with the restrictions to those who in recent years has bought a
premium car. The twelfth in-depth interview was conducted with the marketing manager
of Mercedes-Benz, Malmö. The interviews ranged from 32 minutes to 92 minutes. The empirical
material is presented in relation with analysis.
Conclusions: The impact of digitalisation on the buying process is apparent with impact on
all stages, resulting in a shorter and less complex buying process. Furthermore, a big part of
the Inbound Marketing strategy is in line with consumer behaviour in car purchases as well as
their preferences regarding advertising. Mercedes-Benz currently works partially with Inbound
Marketing but prioritizes push-strategies due to an experienced positive impact. Inbound
Marketing is suitable as a strategy but should be combined with push-strategies to attract
consumers as well as for branding (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8953035
- author
- Michelsen, Clara LU ; Beckman, Alice LU and Torstensson, Julia LU
- supervisor
- organization
- course
- FEKH29 20181
- year
- 2018
- type
- M2 - Bachelor Degree
- subject
- keywords
- Inbound Marketing, Köpprocessen, Digitalisering, Högengagemangsprodukt, Premiumbil
- language
- Swedish
- id
- 8953035
- date added to LUP
- 2018-06-29 16:18:59
- date last changed
- 2018-06-29 16:18:59
@misc{8953035, abstract = {{Title: Inbound Marketing – A strategy for success? A qualitative study based on high involvement products from the perspective of consumers and Mercedes-Benz Seminar date: 2018-06-01 Course: FEKH29 Business Administration: Bachelor Degree Project in Marketing Undergraduate Level Author: Alice Beckman, Clara Michélsen, Julia Torstensson Advisor: Clara Gustafsson Key words: Inbound Marketing, The buying process, Digitalisation, High involvement products, Premium car Purpose: The purpose of the study is to evaluate Inbound Marketing as a digital marketing strategy for premium car purchases as a high involvement product due to a changed media landscape. Methodology: Based on a hermeneutic phenomenological approach, a qualitative study has been conducted. The thesis scientific approach is abductive and thus alternate between theory and empiry, allowing understanding to emerge gradually. Theory is derived from secondary sources such as books, websites and academic journals while primary sources refer to twelve in-depth interviews. Theoretical Perspectives: The theoretical perspective include the buying process for high involvement products, where previous findings regarding the digitalisation and elements specific for a premium car purchase has been included. Henceforth, the process and components of Inbound Marketing is presented. Empirical Foundation: The empirical material is based on twelve in-depth interviews. The in-depth interviews are semi structured and based on a strategic selection. Eleven of the interviews pertains to consumers with the restrictions to those who in recent years has bought a premium car. The twelfth in-depth interview was conducted with the marketing manager of Mercedes-Benz, Malmö. The interviews ranged from 32 minutes to 92 minutes. The empirical material is presented in relation with analysis. Conclusions: The impact of digitalisation on the buying process is apparent with impact on all stages, resulting in a shorter and less complex buying process. Furthermore, a big part of the Inbound Marketing strategy is in line with consumer behaviour in car purchases as well as their preferences regarding advertising. Mercedes-Benz currently works partially with Inbound Marketing but prioritizes push-strategies due to an experienced positive impact. Inbound Marketing is suitable as a strategy but should be combined with push-strategies to attract consumers as well as for branding}}, author = {{Michelsen, Clara and Beckman, Alice and Torstensson, Julia}}, language = {{swe}}, note = {{Student Paper}}, title = {{Inbound Marketing – en framgångsstrategi? En kvalitativ studie på premiumbilar som högengagemangsköp utifrån konsumenter och Mercedes-Benz}}, year = {{2018}}, }