Master Thesis within Business Administration

Title:The unexplored path in the marketing industry – E-commerce in the case of Husqvarna Sweden

Authors:Julia Sandquist and Therese Wibring

Tutor:Elvira Kaneberg

Date:May 20, 2019

Key terms:Marketing industry, E-commerce, Purchasing behavior, Customer service and support, E-Service Quality, Online consumer behavior, Online Consumer Behavior Model.

Background

The Swedish e-commerce hit a new sales record in 2018, and the online consumption increased by 6,2 % from the following year. The development is expected to continue in a stable growth, and e-commerce is today a natural way of purchasing goods in Sweden. The market of premium consumer durables for outdoor usage is currently an undeveloped market in e-commerce. Some dealers are currently selling these products online, but there is a large gap compared to most other market segments. For companies operating in the industry of premium consumer durables for outdoor usage, understanding consumer behavior online could be vital because of the highly competitive market. 

Purpose

By studying a market that currently is undeveloped in e-commerce, the purpose of this thesis is to explore online purchasing behavior and the influence of e-commerce in the industry of premium consumer durables for outdoor usage, using the example of Husqvarna Sweden. Husqvarna Group, who is a global leading producer of outdoor products and solutions for forest, park and garden care is currently not having their own e-commerce. The authors want to provide details for greater understanding of the use of e-commerce in that particular industry, as well as the identifiable factors that drive the success of an e-commerce. 

Method

In order to fulfill the purpose of this thesis, a quantitative research method was used. The research used in the study is based on a positivistic philosophical approach and an abductive research approach. The empirical material has been gathered through the use of an online survey. The requirements to be able to complete the survey were that the respondent should have a lawn, be involved in purchases concerning garden products, and that they should shop goods online regularly. The primary data collection sample consisted of 199 respondents, including both women and men in Sweden. 

Results and Conclusions

The authors provide key factors that influence customers' attitudes towards e-commerce in the industry of premium consumer durables for outdoor usage as well as presenting an extension of the Online Consumer Behavior Model. It was found that the level of information provided and the customer support and service can impact customers purchase decisions and that it should be prioritized by companies within the industry when establishing an e-commerce. By offering better guarantees, a personal contact and keeping a good relationship with customers, a brand can affect customers' decisions about where they carry out their purchase of garden products. 

Practical and Managerial Implications

The identified key influencing factors for success with e-commerce in the industry of premium consumer durables will increase the knowledge of how to operate in an optimal way. The findings can guide and help managers and business leaders dealing with the implementation of e-commerce and highlights the importance of some parts.