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Kampen om de fysiska butikernas överlevnad: En kvalitativ studie om hur fysiska butiker hanterar showrooming
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Showrooming är ett växande fenomen som utgör ett hot för fysiska butiker som säljer LMVprodukter.

Showrooming uppstår när kunder undersöker produkter i en fysisk butik men väljer

att genomföra köpet hos en konkurrent via näthandel. Varför dessa butiker upplever hotet är

på grund av att LMV-produkterna som säljs även är tillgängliga hos andra återförsäljare.

Dessa konkurrenter är ofta nätbutiker som inte bara erbjuder ett bredare sortiment, utan även

ett lägre pris.

Uppsatsens syfte är därmed att förstår hur fysiska butiker som säljer leverantörsmärkesvaror

(LMV) hanterar showrooming. För att uppnå syftet genomfördes en kvalitativ undersökning i

form av nio intervjuer med butikschefer eller –personal. Detta utifrån fyra faktorer; pris,

personal, tillgänglighet och upplevelse, samt respondenternas erfarenhet av showroomingfenomenet.

Resultatet visade att samtliga av de fysiska butiker som deltagit i studien utsätts

för showrooming i olika grader och att detta identifieras som ett problem. Studien landar i att

personalens roll har stor betydelse för att hantera showrooming då personlig service sällan

uppnår samma kvalitet inom e-handeln som i fysiska butiker. Upplevelsen av att besöka en

butik fysisk visade sig också vara en stor motivation för överlevnaden av fysiska butiker.

Abstract [en]

Showrooming is a growing phenomenon that poses a threat to bricks and mortar shops that are

selling supplier branded products. Showrooming occurs when customers examine products at

a bricks and mortar but then chooses to complete the purchase from an e-tailor through an

online channel. Why these stores experience threat is because the supplier branded products

are also available at other competitors. These competitors are often online stores, that not only

offer a broader range of products, but also a lower price.

The purpose of the thesis is to understand how bricks and mortar that are selling supplier

branded products are handling showrooming. To achieve the purpose, a qualitative survey

was applied and nine interviews with store managers or employees were conducted. This was

done out of the basis of four factors; price, service, accessibility and in-store experience, as

well as the respondents experience of the showrooming phenomenon. The result showed that

all of the bricks and mortar, participating in the study, were exposed to showrooming at

various degrees and that this was identified as a problem. This study states that the staff is of

great importance when it comes to handle showrooming, as personal service does not achieve

the same level at online stores as in physical stores. The experience of visiting a shop

physically also proved to be a great motivation for the survival of physical stores.

Place, publisher, year, edition, pages
2018.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-28917OAI: oai:DiVA.org:du-28917DiVA, id: diva2:1265474
Available from: 2018-11-23 Created: 2018-11-23

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