Konsumentbeteende vid köp av färsk fisk
Health and convenience trends dominate the food industry and retailing business of today. The health consciousness is spreading while appealing product attributes concerning taste and packaging also are increasingly important. At the same time, the competition is growing fierce in the Swedish mar...
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| Formato: | Otro |
| Lenguaje: | sueco sueco |
| Publicado: |
2007
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/10889/ |
| Sumario: | Health and convenience trends dominate the food industry and retailing business of today.
The health consciousness is spreading while appealing product attributes concerning taste and
packaging also are increasingly important. At the same time, the competition is growing fierce
in the Swedish market with hard discount formats and niche concepts who also are trying to
provide the market with perishables. Therefore, the pressure to lower prices is increasing
making economies of scale and rationalization progressively more important.
In 2004, ICA launched private label meat packaged in a modified atmosphere. Consequently,
many stores went from in-store cutting-up and packaging to selling centrally packaged and
distributed meat. ICA is now developing a concept with fresh fish in modified atmosphere
packages and needs to increase the knowledge about the market and the consumer. Thus,
there is a need for a qualitative study highlighting different consumer needs and attitudes
towards fresh fish. The purpose of the study is to assess the Swedish consumers´ behaviour in
the buying process of fresh fish. The study also includes evaluating the proposed launch
concept.
The study is based on consumer behaviour theory from which a number of hypotheses are
derived. The hypotheses serve as a foundation for those questions asked in the in-store
interviews and in the focus groups. The latter serve as the main source for empirical data. Six
focus groups were conducted in the spring of 2006 in Stockholm, Kungälv and Borlänge, two
in each location.
The results show that the consumer behaviour when buying fresh fish differs due to
demographic, geographic and psychographic variables. The knowledge about fresh fish has a
great influence on the consumer behaviour. Availability, depending on where in Sweden you
reside, is another main factor influencing the consumer. Younger consumers and those who
have less knowledge about fish, have the greatest need for fresh fish in modified atmosphere
packages. This is also true for consumers in small towns in midland Sweden. All consumers
demand a healthy and varied intake of food which can be provided for by an increasing
availability of fresh fish. The purchase of fresh fish is usually unplanned or partially planned.
The quality of the fish is a dominating factor as well as an appealing display of the product in
store. Price and brand are secondary factors. The ICA brand creates trust but every individual
store has to provide for an updated assortment to ensure food safety. The consumption of fish
has very positive connotations and creates a lot of consumer involvement.
In addition, the sought after recommendations are presented regarding suitable distribution,
target consumer segment, appropriate assortment, a winning positioning, an attractive store
display and proper packaging. |
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