Influencing the Buying Decision Process: A B&O Play Case Study

Ludvig Leth Møller

Student thesis: Master thesis


With the emergence of social media, the internet landscape has changed dramatically over the course of few years. However, the literature of online consumer behavior has not been able to follow with the change and as such there is a growing need for new knowledge in the field. The purpose of this research is to investigate different sources of influence and their effect on the consumer buying process, in relation to portable speakers. B&O Play is chosen as the case company and their target group, is the main population studied in the research. The research uses a sequential exploratory design, with the first phase studying sources of influence in 2 focus groups, while the second phase investigates whether the results can be generalized to a larger sample through a questionnaire. The results of the study show that professional reviews are found to be a big influence for a large share of respondents, while blogs are found to be of little influence to a large share of respondents. Further research, might explain the reasons for respondents answers and give a deeper insight into the populations attitudes towards influencers.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
Publication date2017
Number of pages94