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Norrgavel Target Consumers’ Perception toward
Mälardalen University, School of Sustainable Development of Society and Technology.
Responsible organisation
2008 (English)Student thesis
Abstract [en]

Date: June 4, 2008

Course: Master Thesis in International Marketing

Authors: Damrong Luangaramkul and Selam Belay

Tutor: Tobias Eltebrandt

Title: Norrgavel Target Consumers’ Perception toward Furniture Products and

Environmental Friendliness

Introduction: This thesis deals with two subject areas; Sustainable marketing and Furniture marketing. There are many companies and industries that had combined these two areas together and had launched very successful marketing strategies for their products (Hoar, M & Tischner U, 2005). Yet, Norrgavel, a Swedish furniture firm has not promoted so much on its environmental friendly furniture. The reason for this is that it is uncertain about how its target consumers think of environmental friendly furniture. This is where this research comes in. Basically, to find out about its customers’ perceptions towards furniture products and environmental friendliness.

Problem Statement: Should Norrgavel in Sweden promote the environmental friendliness of its furniture products to its target consumers, in order to increase sales?

Purpose of Study: To find out Norrgavel target consumers’ perception in Sweden toward furniture products and environmental friendliness, in order to compare each attribute and come up with recommendations.

Method:

Primary Data: Interview with the owner of Norrgavel Västerås branch, and 200 questionnaires with 31 percent response rate by Mall interception.

Secondary Data: Books about international marketing, furniture marketing, and marketing research from MDH library, Internet website search with Google, journals and article from MDH e-library and from Google.

Conclusion & Recommendation: It is strongly recommended that Norrgavel in Sweden should definitely promote the environmental friendliness of its furniture products to its target consumers, in order to increase sales. At the same time, focusing on its design as its core competence and focusing on the other attributes that its target consumers think are important to them.

Place, publisher, year, edition, pages
Västerås: Mälardalens högskola , 2008. , 109 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-4267OAI: oai:DiVA.org:mdh-4267DiVA: diva2:126549
Presentation
2008-06-04, U2-260, Hus U, Vasteras, 13:00 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2008-11-20 Created: 2008-11-20 Last updated: 2010-10-21Bibliographically approved

Open Access in DiVA

fulltext(2207 kB)282 downloads
File information
File name FULLTEXT01.pdfFile size 2207 kBChecksum MD5
Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf