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...
| Autor principal: | |
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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/ |
| _version_ | 1855571769576914944 |
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| author | Prejer, Ebba |
| author_browse | Prejer, Ebba |
| author_facet | Prejer, Ebba |
| author_sort | Prejer, Ebba |
| collection | Epsilon Archive for Student Projects |
| description | 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. |
| format | Otro |
| id | RepoSLU10889 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish swe |
| publishDate | 2007 |
| publishDateSort | 2007 |
| record_format | eprints |
| spelling | RepoSLU108892017-09-21T11:04:53Z https://stud.epsilon.slu.se/10889/ Konsumentbeteende vid köp av färsk fisk Prejer, Ebba Consumer economics 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. Hälso- och bekvämlighetstrender dominerar stora delar av livsmedelsindustrin och dagligvaruhandeln. Konsumentens hälsomedvetenhet breder ut sig samtidigt som tilltalande smak och utseende hos produkten blir allt viktigare. Villkoren ändras ständigt på den svenska marknaden med ökad konkurrens från lågpriskedjor och från specialbutiker, som även söker tillgodose marknaden för färskvaror. Därmed ökar pressen på handeln att sänka priserna på dagligvaror. Storskalighet och rationalisering blir således viktiga konkurrensfördelar. År 2004 lanserade ICA konsumentförpackat kött. Lanseringen innebar att flera butiker gick från kött som packats direkt i butiken till att sälja kött som packats centralt hos ICA. ICA utvecklar nu ett koncept för konsumentförpackad färsk fisk och behöver utöka sin kunskap om marknaden, då konceptet ska förbättras med utgångspunkt i konsumentens relation till fiskprodukter. Det finns därmed ett behov av en kvalitativ undersökning, som belyser olika konsumenters attityder och beteenden. Syftet med uppsatsen är att undersöka och förklara svenska konsumentens beteende vid köp av färsk fisk. I syftet ingår att utvärdera ICA:s tilltänkta lanseringskoncept för konsumentförpackande fiskprodukter. Studien bygger på konsumentbeteendeteori, vilken ligger till grund för formuleringen av ett antal hypoteser. Från dessa hypoteser härleds frågor till den frågeguide som använts vid intervjuer med ICA-kunder vid köptillfället av färsk fisk och till de fokusgrupper där det huvudsakliga empiriska materialet samlats in. Sex fokusgrupper genomfördes under veckorna 18 och 19 år 2006 i Stockholm, Kungälv och Borlänge, två i varje stad. Resultatet av studien visar att konsumentens beteende vid köp av färsk fisk skiljer sig beroende på demografiska, geografiska och psykografiska variabler. Kunskap om färsk fisk har en stor påverkan på konsumentbeteendet och likaledes har tillgängligheten påverkan på beteendet beroende på var i Sverige man bor. Yngre och de med minst kunskap har störst behov av konsumentpackad färsk fisk liksom de som bor i en mindre ort i inlandet. Samtliga konsumenter efterfrågar variation i kosthållningen och hälsosamma råvaror, vilket fisken tillgodoser. Köp av fisk är oftast oplanerat eller delvis planerat. Kvaliteten på fisken är avgörande vid köptillfället liksom en tilltalande exponering. Pris och varumärke är sekundära faktorer. ICA:s varumärke skapar tillit hos konsumenten, men butiken måste tillhandahålla ett aktuellt sortiment för att konsumenten ska vilja inhandla känsliga varor såsom fisk i butiken. Konsumtion av färsk fisk har positiva associationer och skapar stort engagemang hos konsumenten. Vidare ges de rekommendationer ICA efterfrågade inför lanseringen av konceptet. Dessa innefattar lämplig målgrupp och distribution, ett ändamålsenligt sortiment, vinnande positionering, tilltalande exponering i butik och passande förpackning. 2007-12-10 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/10889/1/prejer_e_170921.pdf Prejer, Ebba, 2006. Konsumentbeteende vid köp av färsk fisk : en kvalitativ studie för utveckling av ett produktkoncept hos ICA. UNSPECIFIED, Uppsala. Uppsala: (NL, NJ) > Dept. of Economics <https://stud.epsilon.slu.se/view/divisions/OID-510.html> urn:nbn:se:slu:epsilon-s-7068 swe |
| spellingShingle | Consumer economics Prejer, Ebba Konsumentbeteende vid köp av färsk fisk |
| title | Konsumentbeteende vid köp av färsk fisk |
| title_full | Konsumentbeteende vid köp av färsk fisk |
| title_fullStr | Konsumentbeteende vid köp av färsk fisk |
| title_full_unstemmed | Konsumentbeteende vid köp av färsk fisk |
| title_short | Konsumentbeteende vid köp av färsk fisk |
| title_sort | konsumentbeteende vid köp av färsk fisk |
| topic | Consumer economics |
| url | https://stud.epsilon.slu.se/10889/ https://stud.epsilon.slu.se/10889/ |