eprintid: 260
rev_number: 12
eprint_status: archive
userid: 30
dir: disk0/00/00/02/60
datestamp: 2019-10-23 10:44:07
lastmod: 2019-10-23 10:44:07
status_changed: 2019-10-23 10:44:07
type: thesis
metadata_visibility: show
creators_name: Struhalla, Annika
corp_creators: Griffith College
title: 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.
ispublished: unpub
divisions: MSIPS
full_text_status: public
keywords: Brand management, Brand perception
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.
date: 2019
date_type: completed
institution: Griffith College
department: Graduate Business School
thesis_type: masters
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1. Your Age ☐ <18 ☐ 40-49 ☐ 18-29 ☐ 50-59 ☐ 30-39 ☐ >60 2. Gender ☐ Female ☐ Male ☐ Diverse 3. Did you buy the Kånken backpack of Fjällräven? ☐ Yes ☐ No ☐ It was a gift. ☐ other 4. Did you buy this backpack for yourself? ☐ Yes ☐ No 5. Is this Kånken backpack your first product of the brand Fjällräven? ☐ Yes ☐ No 6. How satisfied are you with the Kånken backpack? 0 very disappointed O.K. 50 very satisfied 100

7. How interested is hiking and camping for you? 0 no interest at all sometimes 50 highly interested 100 c. Interview Questions - Face-to-Face Interviews

1. How did you hear about the Kånken backpack? 1.1. Was it via an offline or online channel that you got aware of the Kånken backpack? 1.2. Did someone recommend the Kånken backpack? 1.3. How was the relationship to this person? 2. What were your purchase motives for buying the Kånken backpack? 2.1. Why do you think is the Kånken backpack successful? 2.2. What do you like about this Kånken backpack? Any functional or emotional benefits? 3. When are you using your Kånken backpack? 4. What is your brand perception of Fjällräven? 4.1. What words would you use to describe the brand Fjällräven? 4.2. Can you identify yourself with the brand Fjällräven? 4.3. Do you have similarities or a connection to the brand? 5. Do you have general purchasing factors which have to be fulfilled when buying fashion products? 5.1. Did those purchasing factors change in terms of Kånken? B

5.2. Do you like to try new fashion brands in general? 6. How would you describe your lifestyle? 6.1. What are your hobbies/ interests? 6.2. Are you interested in fashion? 6.3. Do you try to keep up with every new fashion trend? 7. What brands do you actually buy or prefer in fashion? 7.1. Do you have a favourite fashion/ clothing brand? 8. Have you heard about the Kånken Essentials of Fjällräven? 8.1. Would you buy products of this Kånken Essentials line? d. Results Questionnaire

No. Interview 1. 2. 3. 4. 5. 6. 7. Part. duration 3 21:00 18-29 female ✓ ✓ ✓ 80 3 4 13:00 18-29 female ✓ ✓ ✓ 80 45 7 15:00 18-29 female ✓ ✓ ✓ 60 20 9 12:30 18-29 female ✓ ✓ ✓ 75 30 11 15:00 18-29 female ✓ ✓ ✓ 80 50 12 21:00 18-29 male ✓ ✓ ✓ 85 50 15 11:30 18-29 female ✓ ✓ ✓ 100 20 16 10:30 18-29 female ✓ ✓ ✓ 75 40 17 10:00 18-29 female ✓ ✓ ✓ 100 40 18 17:00 18-29 female ✓ ✓ ✓ 90 70 Ø Ø Ø 14:39 83 37
citation:   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.   
document_url: http://go.griffith.ie/260/1/25868_Annika_Struhalla_STRUHALLA_Annika_2981198_Dissertation_107772_649057321.pdf
document_url: http://go.griffith.ie/260/2/bibliography.txt