An Intimate Evaluation of Value: A case study on store-level drivers
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Companies are experiencing increasing competition and need to find new ways to differentiate. Thevalue the store itself can create, therefore becomes more important than ever before. Value canfurther be divided into hedonic and utilitarian, however it is not an easy task for companies todiscern what customers might value. Moreover, the opinions on what value, hedonic or utilitarian,that needs to be emphasized, diverge in the research stream. This thesis has therefore, in a singlecase study, examined six store level drivers of value in the intimate apparel retail industry. Semistructuredinterviews have been utilized for data collection purposes with respondents from both thecase company and its customers. The findings indicate that hedonic and utilitarian value are notmutually exclusive but instead both important. However, utilitarian values were more connected tothe actual product and hedonic values were expected to be derived from the in-store experience. Thedriver social interaction proved to be very important and creates both hedonic and utilitarian value,whereas shopping cost created mostly utilitarian value however carried the least weight in terms ofoverall value creation.
Place, publisher, year, edition, pages
2016. , 52 p.
Value, Utilitarian Value, Hedonic Value, SME, Intimate Apparel, Lingerie, Store-level Driver
IdentifiersURN: urn:nbn:se:uu:diva-297834OAI: oai:DiVA.org:uu-297834DiVA: diva2:943693
Subject / course
Master Programme in Business and Management