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Bakgrund Vi uts tts f r reklam dagligen och det r sv rt f r produkter att differentiera sig D vi ven lever i ett f rv ntningssamh lle tror vi alltid att n sta produkt kommer vara b ttre n den f rra Inom teknikomr det r det v ldigt tydligt d vi ofta v ntar p n sta lansering Vilket g r att f retagen marknadsf r produkten l ngt innan den kommer ut Det finns inte mycket forskning om produkter som inte lanserats men vi ser att det blir allt vanligare att man marknadsf r sin produkt innan lansering Syfte Vi vill unders ka om teorierna g llande k pbeteende och kundv rde ven r till mpliga f r produkter som nnu inte finns att k pa men marknadsf rs innan lanseringen Metod Vi har studerat de teorier som idag finns etablerade avseende k pbeteende och kundv rde p marknaden Vi har sedan anv nt oss av semistrukturerade intervjuer f r att samla in det empiriska materialet Urvalet har gjorts med hj lp av det s kallade sn bollsurvalet och alla respondenter har anknytning till H gskolan i J nk ping Vi analyserar v rt material utifr n hermeneutiken d r vi anv nder v r egen f rf rst else och kunskap i analysen Teori Vi utg r fr n teorier om k pbeteende och kundv rde i v r analys Resultat Det finns m nga olika bakomliggande faktorer till vad som p verkar konsumenten att k pa en produkt V ra respondenter anger samma huvudsakliga faktorer som sk l till sitt k pbehov f r den produkt som nnu inte fanns att k pa p marknaden n r studien p b rjades som teorierna om k pbeteende och kundv rde anger f r de produkter som redan har lanserats Varum rket har lyckats kommunicera de v rderingar som konsumenten uppskattar samt lyckats skapa lojalitet hos de flesta respondenterna V r slutledning r d rf r att teorierna g llande k pbeteende och kundv rde p marknaden ven r till mpliga f r produkter som nnu inte finns att k pa men marknadsf rs innan lanseringen Background We are exposed to advertising on a daily basis and it is difficult for products to differentiate themselves Since we also live in a expectation society we believe that the next product will be better than the last Within the technologic area this is very clear we often wait for the next launch This leads to firms marketing their product long before it comes out on the market There is not much former research on products that are not launched but we see that it is increasingly common for people to advertise their product before launch Objective We want to examine if the theories regarding buying behavior and customer value are also applicable for products not yet available for purchase but are marketed before launch Method We have studied the theories that today are located on buying behavior and customer value in the market We have then used the semi structured interviews to collect the empirical material The selection was made using the so-called snowball sample all respondents are related to H gskolan i J nk ping We analyze our material on the basis of hermeneutics in which we use our own understanding and knowledge in the analysis Theory We start with the theories of buying behavior and customer value in our analysis Results There are many underlying factors that influence a consumer to buy a product Our respondents use the same main factors as reasons to their buying need for the product that was not yet available in the market when the study began that the theories of buying behavior and customer value indicates for the products that have already been launched The brand has managed to communicate the values that consumers appreciate and managed to create loyalty among most respondents Our conclusion is therefore that the theories concerning buying behavior and customer value in the market also apply to products that are not yet available for purchase but are marketed before the launch

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Byt skor : En studie om köpbeteende och kundvärde kring produkter som ännu inte lanserats / Change shoes : A study about...

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