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Table of Contents

Executive Summary

Introduction

Background

Objectives

Research Methodology

Research Findings

What do you think about H&M?

Why do you shop at H&M?

Does greater knowledge affect the buying behavior

Comparison between importance and thought about ethics

Hypothesis

Errors/Biases

Conclusions and Recommendations

4

5

5

6

7

8

9

10

11

12

Conclusions and Recommendations

  • Continue research in other countries
  • Should not change current path

  • Price and fashionable products most important
  • Production conditions are important
  • News don’t stay in mind
  • Change in opinion, do not change buying behavior- high brand equity

Executive Summary

  • Results from survey
  • Hypothesis we would like to test
  • What is really important for the costumer
  • How does supply chain affect buying behavior
  • What is H&M doing to prevent accident with its supply chain

Sample Design error

  • Frame error
  • Mostly at one University and one program
  • Might not be perfectly representative -> could affect results

Errors/Biases

Measurement error

  • Questionnaire bias
  • 21 people said that they knew about Rana Plaza before picture/text
  • 23 people said on the next question that they knew about the accident before seeing pictures/text

Background

  • Founded in 1947 by Erling Persson
  • A Swedish fast fashion company
  • Exist in 53 markets and has about 3.000 stores
  • Brand equity of 18,2 billion dollars
  • Has had problems with suppliers in undeveloped countries

Introduction

Objectives

  • Get a better understanding of buying behavior
  • Affection on brand equity
  • Does knowledge of the way H&M products are produced affect the costumers

H&M Supply Chain

Hypothesis 4

  • H0: H&M's customers would not accept a price increase
  • Ha: H&M's customers would accept a price increase

Hypothesis

Hypothesis 3

  • H0: Better knowledge about H&M's supply chain do not change customers opinion about H&M
  • Ha: Better knowledge do change customers opinion about H&M

Alexia Björk Lebas

Annica Larsson Isfelt

  • Focus group
  • Survey sent out through Facebook

12 questions

2 screening questions

Multiple choices

Scale response questions

Research Methodology

  • H0: Swedish female students do not think about where they are produced
  • Ha: They do think about where products are produced

Hypothesis 2

Hypothesis

  • H0: It is not important to Swedish female students where H&M's products are produced
  • Ha: It is important to them where H&M's products are produced

Hypothesis 1

  • What respondents thought about H&M

1: Don’t like it at all

5: Like it a lot

  • Average: 3,72
  • Standard deviation: 0,8
  • Most of the participants like H&M

Research Findings

Does greater knowledge affect the buying behavior?

Research Findings

Does greater knowledge affect the buying behavior?

Research Findings

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