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Andrahandsresan

Suksing, Sarirat LU ; Taki, Miriam LU and Rensfelt, Filippa LU (2024) FEKH29 20232
Department of Business Administration
Abstract (Swedish)
Syfte: Syftet med denna studie är att undersöka kundresan på andrahandsmarknaden, där utbudet på hyllan i förväg är oklart för konsumenten. Var börjar den, hur går den till och vad händer efter ett köp av ett plagg - det ska denna studie undersöka.

Frågeställning: Vad motiverar konsumenter att välja second-hand vid köp av klädesplagg?

Metoden: Forskningen är baserad på en kvalitativ studie med en abduktiv
ansats och genomfördes av 11 semistrukturerade intervjuer. Den insamlade empiriska material
består av vetenskapliga artiklar, litteraturer, webbsidor och tidigare forskning.

Teoretiskt ramverk: För att besvara frågeställningen har olika teorier använts. Det är
Customer Journey Map, Mindful Consumption Behavior, motivation... (More)
Syfte: Syftet med denna studie är att undersöka kundresan på andrahandsmarknaden, där utbudet på hyllan i förväg är oklart för konsumenten. Var börjar den, hur går den till och vad händer efter ett köp av ett plagg - det ska denna studie undersöka.

Frågeställning: Vad motiverar konsumenter att välja second-hand vid köp av klädesplagg?

Metoden: Forskningen är baserad på en kvalitativ studie med en abduktiv
ansats och genomfördes av 11 semistrukturerade intervjuer. Den insamlade empiriska material
består av vetenskapliga artiklar, litteraturer, webbsidor och tidigare forskning.

Teoretiskt ramverk: För att besvara frågeställningen har olika teorier använts. Det är
Customer Journey Map, Mindful Consumption Behavior, motivation och
konsumenternas köpprocess.

Empiri och resultat: Analysen av empirisk material leder till resultaten att köpresan
på andrahandsmarknaden liknar den på fysiska och digitala förstahandsbutiker. Olika
touchpoints nämndes för att hjälpa att kartlägga köpprocessen.

Slutsats: Andrahandsresans motiv och gång skiljer sig något från förstahand och det är fördelaktigt för andrahandsmarknaden att känna och ta hänsyn till dem skillnader, men det finns också många likheter i hur kunderna tänker och agerar kring second-hand köp. (Less)
Abstract
Purpose: The purpose of this study is to investigate the customer journey in the secondary market, where the supply on the shelf is unclear to the consumer in advance. Where does it start, how does it happen and what happens after a garment is purchased - this study will examine that.

Thesis question: What motivates consumers to choose second-hand when buying clothing?

Methodology: The research is based on a qualitative study with an abductive
approach and was carried out by 11 semi-structured interviews. It collected empirical material consists of scientific articles, literature, web pages and previous research.

Theoretical perspectives: To answer the question, different theories have been used. It is
Customer Journey Map,... (More)
Purpose: The purpose of this study is to investigate the customer journey in the secondary market, where the supply on the shelf is unclear to the consumer in advance. Where does it start, how does it happen and what happens after a garment is purchased - this study will examine that.

Thesis question: What motivates consumers to choose second-hand when buying clothing?

Methodology: The research is based on a qualitative study with an abductive
approach and was carried out by 11 semi-structured interviews. It collected empirical material consists of scientific articles, literature, web pages and previous research.

Theoretical perspectives: To answer the question, different theories have been used. It is
Customer Journey Map, Mindful Consumption Behavior, motivation and
consumer buying process.

Empirical foundation and result: The analysis of empirical material leads to the results that the buying journey in the secondary market it is similar to that of physical and digital first-hand stores. Various touchpoints were mentioned to help map the buying process.

Conclusion: The motives and course of the second-hand journey are somewhat different from first-hand and it is beneficial for the second-hand market to know and take into account those differences, but there are also many similarities to the first-hand in how customers think and act about second-hand purchases. (Less)
Please use this url to cite or link to this publication:
author
Suksing, Sarirat LU ; Taki, Miriam LU and Rensfelt, Filippa LU
supervisor
organization
alternative title
En kvalitativ studie om kundresan på andrahandsmarknader
course
FEKH29 20232
year
type
M2 - Bachelor Degree
subject
keywords
Kundresa, hållbarhet, CSR, second-hand, köpprocess och medvetet konsumtionsbeteende.
language
Swedish
id
9146786
date added to LUP
2024-01-25 09:29:50
date last changed
2024-01-25 09:29:50
@misc{9146786,
  abstract     = {{Purpose: The purpose of this study is to investigate the customer journey in the secondary market, where the supply on the shelf is unclear to the consumer in advance. Where does it start, how does it happen and what happens after a garment is purchased - this study will examine that.

Thesis question: What motivates consumers to choose second-hand when buying clothing? 

Methodology: The research is based on a qualitative study with an abductive
approach and was carried out by 11 semi-structured interviews. It collected empirical material consists of scientific articles, literature, web pages and previous research.

Theoretical perspectives: To answer the question, different theories have been used. It is
Customer Journey Map, Mindful Consumption Behavior, motivation and
consumer buying process.

Empirical foundation and result: The analysis of empirical material leads to the results that the buying journey in the secondary market it is similar to that of physical and digital first-hand stores. Various touchpoints were mentioned to help map the buying process.

Conclusion: The motives and course of the second-hand journey are somewhat different from first-hand and it is beneficial for the second-hand market to know and take into account those differences, but there are also many similarities to the first-hand in how customers think and act about second-hand purchases.}},
  author       = {{Suksing, Sarirat and Taki, Miriam and Rensfelt, Filippa}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Andrahandsresan}},
  year         = {{2024}},
}