Edinburgh Napier University

  This study aims to explore why a customer of Bang & Olufsen in Singapore purchase a Bang & Olufsen product again (repurchase) within a mono brand store setting, and how the distribution channel type of a mono brand store influences the repurchase decision. The research is in the field of marketing and situated in the luxury lifestyle industry, and the importance of repurchases and the strategic development of mono branded stores are top priorities for Bang & Olufsen Singapore.

To achieve the research aim within the principle of critical realism, the methodology uses a triangulation mono method qualitative approach. The data is from interviews of customers who repurchased, staff from the mono brand store where the customer has repurchased and internal documentation. Data was collected via semi structured audio call interviews. Thereafter the data was analysed with thematic analysis method. This methodology was designed to understand the studied phenomenon.

The research findings suggest both theoretical and practical implications. Eight scenarios were discovered that would lead customer to repurchases. One scenario would lead customers not to repurchase (again). Two additional scenarios of how a mono brand store affects a repurchase decision were discovered. The findings will make contribution to improve the marketing plan for repurchases and improve the concept of mono brand stores for Bang & Olufsen. Further to the practical implications, the discussion suggests an adaptation of the stimulus, organism and response (SOR) framework (Mehrabian and Russell, 1974) for theoretical contribution of luxury lifestyle repurchases in mono brand store settings for future research.