Extern design och marknadsföringssamarbete - ur ett konsumentperspektiv

Sammanfattning

The lack of synergy between design and marketing departments can result in less innovative products which can lead to less customer satisfaction. This problem has affected the perfume and cosmetic industry as well, which is considered to be an industry with high competitiveness but also a high innovation rate. The purpose with this study is to understand how consumers' purchase intention can be affected by the characteristics that appear in each collaboration pattern, marketing lead, design lead and co-branding, in order to contribute to a more effective cooperation between external design and marketing in the perfume and cosmetic industry. The study has been based on two theories and one previous research. The theories are Kellers (1993) Consumer Based Brand Equity and Arnoulds and Thompsons (2005) Consumer Identity Project based on the Consumer Culture Theory. The previous research on which this study is based is Hemonnet-Goujots Abecassis-Moedas' & Manceaus (2020) “When external design and marketing collaborate to develop new products: A typology of patterns”. The study has been based on a qualitative research method with a deductive and a hermeneutic approach. The results showed that consumers' purchase intention is affected by brand recognition in products with a high brand consistency. In addition, consumers can be affected by the brand image and the non-product-related attributes together with the symbolic benefits of products with a high rate of innovation and thus of products where a star-based designer is involved. The Consumer's Identity Project is something that always affects the purchase intention, regardless of the characteristics of the product. The information that the study contributes with can be used by companies with external design and marketing in a strategic way to choose which collaboration pattern they want to work with.