An exploration of brand perceptions and purchase motivations of non-targeted customers – A Case Study of Fjällräven and their Kånken backpack in the German market.

Struhalla, Annika (2019) An exploration of brand perceptions and purchase motivations of non-targeted customers – A Case Study of Fjällräven and their Kånken backpack in the German market. masters thesis, Griffith College.

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Abstract

In this study it was shown that offline channels have an intense influence on non-targeted customers in terms of the trend products. A trend product attracts the attention of targeted customers but also non-targeted customers. The product’s popularity is an important factor for a trend product’s success, but it is still not enough for non-targeted customers to make a purchase decision for a foreign brand’s product. A friend’s recommendation or the own gathering of information is still necessary for them to decision on purchasing the product. The study focused on Fjällräven’s Kånken backpack and gained deep insight of non-targeted customers. The objective was to find out the non-targeted customers’ brand perception and purchase motives. The data collection dealt with targeted and non-targeted customers of the Fjällräven Kånken backpack. Those two customer groups differ in terms of purchase motives, lifestyle and brand knowledge. The qualitative primary data was collected by face-to-face interviews and showed that especially non-targeted customers were confronted by emotional factors and influences, i.e. the feeling of belonging. The Kånken backpack as a trend product changed the non-targeted customers’ behaviour and purchase factors, some of them still do not know the brand Fjällräven itself or they have mentioned associations with the brand. But due to the intense effect of offline WOM the lack of knowledge and identification became unimportant. Additionally, the backpack’s USP’s and its functionality were well communicated among targeted and non-targeted customer by the offline WOM. The non-targeted customer’s focus appeared to be on the product itself rather than the brand Fjällräven.

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