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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
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