Indkøbsbeslutninger?!? - En hjælp til at træffe et valg

Reimuth, Claes

4. semester

Oplevelsesdesign (cand.it.), Kandidat

2017

2017-02-14

76 pages

Abstract the ami of this master thesis is to enhance the customer's possibility of making a decision in a food shopping context through an interactionbased concept for making a positive experience . Therefore the focus for the thesis is in the fields of decision making and experiences. The problem in the thesis is based on personal observations prior to the beginning of the thesis. The theoretical work in this thesis is based on a mix of literature, from the fields of decisionmaking and experiences. Together these field are the base for the concept and the thesis in general. In the theoretical field of decisionmaking, the focus has been on the link between decision and expectation and the lack of satisfaction when the expectation isn't met. In the theoretical field of experience the focus has been on what defines an experience and the meaning of this to the human. The methodology process in this thesis is a hermeneutical understanding where I use the hermeneutical circle, to work from the pre-understanding, the problem, to the understanding, the result. This process is a circular process to understand the whole though the parts. The parts in this thesis is enlightened through the three part of the thesis. The three parts is Product Marked-fit to understand the potential users in the context grocery shops, case studies in grocery shops to understand the user behaviour, and construction of the concept to solve the problem. The first analytic part of the thesis is the Product-Marked fit where the potential clusters of users are discovered. The clusters are bundled into larger groups after what similarities they hold. The next analytic part is the cases studies. Here the larger groups of potential users are put into the context to determine critical touchpoints in the interaction between store and customer in the context. The output of the analytic phases is to enlightened the critical touchpoint in the interaction between the potential users and the grocery shop as context. In the third part of the thesis the concept is established. The experience potentialities of the concept The three parts combined is the construction of the study in this thesis and it can therefore be concluded that there are a indication, that the concept can help the customers in their decisionmaking and thereby holds the possibilities of giving the customer a great experience.

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