Differentiering ur ett konsumentperspektiv

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Abstract Semester and year: Spring, 2008 Writers: Victor Andersson and Filip Forslund Tutor: Thomas Helgesson Program: Marketing program, Halmstad University - School of Business and Engineering Title: Differentiation from a consumer perspective - How important is differentiation from a consumer’s perspektive when choosing a residence? Presentation of problem: How important is differentiation from a consumer’s perspective when choosing a residence? Purpose: The purpose is on basis from previous theories on the subject to describe what kind of differentiating that from a consumerperspective is the most important when choosing a residence. Key words: Differentiation, brand, apartment market Methodology: This thesis is built on an qualitative method, where eight open individual interviews have been made. Our choice of respondents was based on what kind of respondents that could give us the most accurate information on the subject which we based on relevant variables. Theory: The framing of the theories is based on a marketing perspective within the area of differentiating and focuses on how companies use different tools to differentiate their offer to create competitive advantages. The theories in this thesis also include theries about the different levels of a product, competition as well as the consumer’s perspective. Empirical observation: Our empirical results are based on interviews with eight respondents and aimes to describe the consumer’s perspective of differentating. During the interviews we used an interview guide that was based upon our theoretical framing. Conclusions: The conclusions we came...