The Penetration of the Brand Calzedonia in Denmark: An Analysis Based on Consumer Behavior and Marketing Communication Campaign

Carolina Fossati

Student thesis: Master thesis


The study is based on the following research question: "How can Calzedonia proceed to the Danish market penetration by pivoting on consumers' behavior analysis and on previous internationalization communication strategies?". First of all an overview of the company and its internationalization strategy is provided, in order to introduce the reader to the main topic. The analysis is based on considerations gained from theoretical constructs discussed in the first part of the paper. Models from consumer's behavior are taken into account and analyzed according to the current topic. A survey and a series of qualitative interviews will be conducted in order to gain insights on consumers' behavior: they represent the focal point of the research, where the information on the results will come from. Also, a market analysis on the hosiery category in Denmark is necessary in order to provide general information on the topic and give an overview of the market before the penetration from Calzedonia. Finally, by pivoting on several aspects gathered from the research methods, a communication campaign will be designed, with the aim of influencing consumers on a change of attitudes in the hosiery purchase.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2016
Number of pages145