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591995 Done Thesis

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591995 Done Thesis Consumer Attitudes Towards Brands Addressing the Phenomenon of Diversity And Inclusivity in the Fashion and Beauty Industry Sania Qayyum, student ID: 89336 Jasmin Ayoub, student ID: 22498 Contract number: 10825 Supervisor: Tilde Heding Pages: 120 Taps: 276491 1 ABSTRACT The aim of this research paper is to investigate how consumer’s perception of diversity and inclusivity as a cultural phenomenon has an impact on their attitude towards brands. This research views diversity and inclusivity as a phenomenon that is viewed on a societal level and is showing to be highly relevant for different industries and organizations to consider. Although, this research have chosen to address the topic of study by investigating the area of research based on the fashion and beauty industry and from the perspective of female millennial consumers belonging to a minority that is usually not represented in fashion and beauty brands promotion activities and product offerings. To investigate the topic at hand, this research holds an assumption that personal and emotional aspects related to self-representation and aspects regarding the surrounding culture’s influence on people, affects consumer’s attitudes towards brands in regards to how and whether they are diverse and inclusive. Based on this, this research has adopted different theoretical perspectives regarding personal- and cultural aspects, which have been assembled in a theoretical framework. The framework had the purpose of working as a tool guided the analysis. Investigating the topic at hand is based on the application of a qualitative research approach for data collection, which consists of three individual in-depth interviews and a focus group. The findings in this research have showed that personal aspects and cultural aspects connected to consumer’s perception of diverse and inclusive does have an impact on shaping their attitude towards brands. The findings have showed that brands, which the consumers perceived as genuinely diverse addressing diversity and inclusivity, resulted in a positive brand attitude. By investigating this we hope to create new knowledge on the area of brands addressing d&i in a way that resonates with consumers, and as part of this, also be able to provide guidelines at the end of this paper, that works as a help to brands wishing to address d&i, these will be applicable and relevant for B2B companies and FMCG companies. 2 TABLE OF CONTENT CHAPTER 1. INTRODUCTION ............................................................................................................................ 5 1.1 THE PHENOMENON OF DIVERSITY AND INCLUSIVITY .............................................................................................. 5 1.2 POINT OF DEPARTURE .......................................................................................................................................................... 5 1.3 DELIMITATIONS ..................................................................................................................................................................... 6 1.4 DIVERSITY AND INCLUSIVITY IN THE FASHION AND BEAUTY INDUSTRY ......................................................... 6 1.5 JUSTIFICATION OF RESEARCH ........................................................................................................................................... 7 1.6 THE PURPOSE .......................................................................................................................................................................... 8 1.7 PROBLEM STATEMENT ......................................................................................................................................................... 8 1.8 CONCEPTS FOR ANALYSIS .................................................................................................................................................. 9 1.9 BRANDS ADDRESSING DIVERSITY AND INCLUSIVITY .............................................................................................. 10 1.10 STRUCTURE ........................................................................................................................................................................ 10 CHAPTER 2. METHODOLOGY ........................................................................................................................ 11 2.1 RESEARCH PHILOSOPHY ................................................................................................................................................... 11 2.1.1 SOCIAL CONSTRUCTIVISM ............................................................................................................................................ 12 2.1.2 THE ROLE OF THE RESEARCHER .................................................................................................................................. 13 2.2 RESEARCH APPROACH ...................................................................................................................................................... 13 2.3 RESEARCH PURPOSE AND RESEARCH DESIGN .......................................................................................................... 14 2.4 METHODOLOGICAL CHOICES .......................................................................................................................................... 14 2.5 DATA COLLECTION TECHNIQUE .................................................................................................................................... 14 2.5.1 SECONDARY DATA COLLECTION ................................................................................................................................ 14 2.5.2 PRIMARY DATA COLLECTION ...................................................................................................................................... 15 2.5.3 INFORMATION SUPPLY TO THE INFORMANTS ......................................................................................................... 16 2.5.4 INDIVIDUAL IN DEPTH INTERVIEWS ........................................................................................................................... 17 2.5.5 FOCUS GROUP INTERVIEW ............................................................................................................................................ 17 2.5.6 ADVANTAGES, DISADVANTAGES AND ETHICAL ISSUES OF INTERVIEWS ...................................................... 18 2.6 APPROACH TO ANALYSIS .................................................................................................................................................. 19 2.6.1 RECRUITMENT OF INFORMANTS ................................................................................................................................. 19 2.6.2 INTERVIEW PREPARATION AND CONDUCTING THE INTERVIEWS ..................................................................... 20 2.6.3 APPROPRIATENESS OF LOCATION .............................................................................................................................. 21 2.6.4 APPROACH TO DATA COLLECTION ............................................................................................................................. 21 2.7 RELIABILITY AND VALIDITY ........................................................................................................................................... 22 CHAPTER 3. LITTERATURE ACKNOWLEGEMENT .............................................................................. 23 CHAPTER 4. THEORETICAL FRAMEWORK ............................................................................................. 24 4.1 INTRODUCTION TO THE PERSPECTIVES ........................................................................................................................ 25 4.1.1 THE ADVANTAGES OF APPLYING THE TWO PERSPECTIVES ................................................................................ 26 4.2 THE PERSONAL PERSPECTIVE ......................................................................................................................................... 26 4.2.1 The Personality approach ........................................................................................................................................... 26 4.2.2 RELEVANCE OF THEORIES IN RELATION TO THEORETICAL FRAMEWORK .................................................... 30 4.3 THE CULTURAL PERSPECTIVE ........................................................................................................................................ 33 4.3.1 ‘Culture and Consumption’ by Grant McCracken, 1986 ............................................................................... 33 4.3.2 Douglas B. Holt: Cultural branding ....................................................................................................................... 35 4.3.3 The differences and similarities between Holt and McCracken ................................................................... 38 4.3.4 RELEVANCE OF THEORIES IN RELATION TO THEORETICAL FRAMEWORK .................................................... 39 4.4 FINAL FRAMEWORK ........................................................................................................................................................... 41 INDIVIDUAL CONSUMER .........................................................................................................................................................
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