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Get to know your breasts: A market research concerning AWARE Breast self-examination pad
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2005 (English)Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
Abstract [en]

Background and problem: During the last decade people have become increasingly aware of their health which has led to the establishment of a new market: Over-the-counter test. These tests enable a consumer to individually monitor and examine their health. A decease where such a test could have a large impact is breast cancer. The Breast self-examination pad AWARE has provided women with an opportunity to prevent the course of the decease to reach beyond treatable. This product is shortly made available to the majority of Swedish women. At present there has been no research conducted in Sweden regarding what women think about such a product.

Purpose: The purpose of this research thesis is to identify which factors to emphasize in the advertising of AWARE

Frame of reference: In this section theories regarding consumer behavior are presented. The chapter in concluded by the creation of a model which aids the fulfillment of the purpose.

Method: In order to accomplish the fulfillment the purpose a quantitative method has been utilized. The data collection constitutes of a market research in the Jönköping region where 354 female respondents were included.

Conclusion: The result presents to which degree the specific factors are important to enhance in the advertising of AWARE. The authors reached the conclusion that the Psychological factor is of highest importance.

Place, publisher, year, edition, pages
2005. , 61 p.
Keyword [en]
AWARE, female consumer behavior, market research, factor
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-109OAI: oai:DiVA.org:hj-109DiVA: diva2:3530
Uppsok
samhälle/juridik
Examiners
Available from: 2005-06-17 Created: 2005-06-17

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fulltext(451 kB)695 downloads
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999939e244adb9457b6ff161c7926e3e52c6873e9d672c7461db7f935936e2ccf6db140b
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf