Browsing by Author "Boman, Josefin"

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Paint´n Roll Omnichannels: A study of retail channel integration, channel content and their impact on customer satisfaction, purchase intention and brand attitude
(2016-09-21) Boman, Josefin; Dimberg, Emelie; University of Gothenburg/Graduate School; Göteborgs universitet/Graduate School
Parallel to the digitization of Western societies retailers have been offering customers more and more meeting points and places for transactions. Today you can not only shop in physical stores or online, but through both channels simultaneously. From this development, the concept of omnichannel retailing has manifested, which is where a seamless movement across channels and touchpoints is enabled. Prior research on omnichannels have for instance aimed at; conceptualizing the phenomena, studying the effect of different kinds of channel integration, and measuring threats and benefits attributable to the use of multiple channels. Some have also measured the difference between multichannel and omnichannel, but most of them lack a holistic approach to omnichannel shopping experiences, where several channels and services are linked together. Therefore, the quantitative experimental research design applied in this study instead intends to test the causal relationship between different levels of channel integration and type of channel content, and customer satisfaction, purchase intention and brand attitude, in a full-length shopping experience. The Millennial generation is the focus of this study, as they are the first digital natives, that is, the first to be raised in a digital world. The direct and moderating effect of the Millennial generation’s increasing digital competence and e-commerce experience was thus also taken into account and measured. The findings reveal that the level of channel integration does not significantly impact the level of customer satisfaction, purchase intention and brand attitude. When taking the consumer variable into consideration, it was found that the higher level of digital competence and e-commerce experience a customer has, the higher the level of customer satisfaction, purchase intention and brand attitude is. Finally, there was a significant interaction effect between digital competence and e-commerce experience and channel integration measured, on level of purchase intention. The findings of this paper hint that even though customers are positive to integration of channels and touchpoints, the level of integration does not seem to play a key role. Consequently, a multichannel solution may suffice for now, therefore companies do not need to rush an omnichannel solution.
Private Labels - A Study of the Development of Private Labels on the Fast-Moving Consumer Goods Market
(2014-08-12) Andersson, Lisa; Boman, Josefin; University of Gothenburg/Department of Business Administration; Göteborgs universitet/Företagsekonomiska institutionen
The Fast-moving Consumer Goods Market (FMCG) is characterized by the competition between private labels and national brands. Private labels are a global phenomena, but the private label market differs between nations due to various market conditions. This thesis aims to study the motives, triggers and challenges affecting the development of private labels on the Swedish FMCG markets, as well as the private labels strategies used. The empirical data has been collected by qualitative interviews with Sweden’s three largest FMCG companies: ICA, Coop and Axfood, as well as Swedish and European market studies. Future private label development trends on the Swedish market have then been identified and analyzed. The study shows that main motives for private label introduction on the Swedish market today are to fulfil customer needs, and increase the retailers’ power in the value chain. Triggering factors have proven to be food- and health trends, as well as a high market concentration. The main challenges for private label retailers are quality assurance, customers’ perceptions of private labels in relation with national brands, and vertical challenges such as how to work with private labels on store level. Furthermore, the study found that retailers now and in the future will focus on providing the customers with unique offers, by differentiated products ranges, and by filling out unsaturated consumer needs. In addition, the study suggests a circular relationship between the traditional chains' private labels, new food- and health trends and hard discounters’ establishment in the Swedish market. Finally, the study observed a wider view of the competition on the market, where FMCG companies compete with the service sector in terms of “share of stomach”.