Authors: Anton Hiort af Ornäs, Jonatan Rungegård and Martin Thiberg Supervisor: Hans Allmér Examiner: Miralem Helmefalk Title: Luxury exposures´ impact on consumers' willingness to pay and on the exclusivity of the product Subject: Master Thesis in Detail and Service Management, School of Business and Economics, Linnaeus University, 2FE66E, 2019 Keywords: Sensory marketing, visual stimuli, gold colour, store environment, exposure, multisensory experience, brand-recognition, luxury, exclusivity, willingness to pay, experiment. Context: The study, in collaboration with Åhléns, examined how a product's exclusivity and consumers´ willingness to pay are affected by exposures associated with luxury. The topic was chosen because there are not many studies in this area today. Research question: How does an exposure, associated with luxury, affect consumers´ willingness to pay and the perception of the product´s exclusivity? Purpose: The purpose of the study is to gain a greater understanding of how visual stimuli associated with luxury affect the consumers´ willingness to pay and the product's exclusivity. Method: The study has a quantitative research strategy and a deductive approach. The survey is based on an experiment where consumers were manipulated with visual stimulus. The result is based on 400 structured interviews. Conclusion: The study showed that when the champagne glass was exposed together with exclusive brands and the colour gold, the willingness to pay and the perception of exclusivity of the glass was raised. The result also showed that there exists a connection between the perceived exclusivity and the willingness to pay.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-85445 |
| Date | January 2019 |
| Creators | Hiort af Ornäs, Anton, Rungegård, Jonatan, Thiberg, Martin |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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