Egna varumärken inom kött- och charkuteribranschen
Many grocery stores have products marked whit there private brands. The information about these brands is poor. We wanted to find out what the stores own brands stand for and what the manager of purchase thinks it stands for. We choose to concentrate on meat and cured meat and limit our study to...
| Autores principales: | , |
|---|---|
| Formato: | L3 |
| Lenguaje: | sueco Inglés |
| Publicado: |
SLU/Dept. of Landscape Architecture, Planning and Management (from 130101)
2004
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| Materias: |
| _version_ | 1855571875496722432 |
|---|---|
| author | Svensson, Sofia Söderström, Linda |
| author_browse | Svensson, Sofia Söderström, Linda |
| author_facet | Svensson, Sofia Söderström, Linda |
| author_sort | Svensson, Sofia |
| collection | Epsilon Archive for Student Projects |
| description | Many grocery stores have products marked whit there private brands. The information
about these brands is poor. We wanted to find out what the stores own brands stand for
and what the manager of purchase thinks it stands for. We choose to concentrate on meat
and cured meat and limit our study to ICA, Axfood and Coop because they are the three
main actors in the Swedish branch of grocery.
The supplier has traditionally manufactured products and made there own brands. These
products have been distributed and sold to the consumer thru stores. Since 1950 it has
been a new situation on the grocery market in the world. The stores have started to
produced there own products and started to compete with the suppliers, so called private
brands. (Carlsson and Kikas, 2003) The first private brand in Sweden was Blåvitt, which
was the low price brand of KF in 1979. Blåvitt was the first generation of private brands.
Now it is time for the fourth generation of private brands, which means high quality and
higher price then before. They are comparable and have strength compete against other
similar products. (Wikström, 2003)
We wrote a questionnaire, which we used while interviewing store and head offices. The
interviewed could choose to answer by telephone, fax or mail. We got answers from all
of the stores and head offices except one SPAR store, which did not have time to answer
us. Even though the frequency of answers from the interviewed was good is the
examination to small to show statistic fact.
In our examination it has been shown that booth stores and head offices think that private
brands is growing bigger. Their own head offices control the purchase to private brands.
It is the price and demands from consumers, which controls the import of meat to the
grocery stores. It is some times hard to get enough of Swedish meat in good and even
quality. The consumers have big influence in what is bought in to the stores.
As local producer we think it is easiest to get the products sold to ICA stores since they
have freestanding merchants, who own the stores and decide they purchase. At Axfood
and Coop the head office, with a few exceptions, controls the purchase. We believe in a
future for Swedish meat if only the meat producer in Sweden learn how to produce what
the consumers' wants and enough of it. |
| format | L3 |
| id | RepoSLU11448 |
| institution | Swedish University of Agricultural Sciences |
| language | swe Inglés |
| publishDate | 2004 |
| publishDateSort | 2004 |
| publisher | SLU/Dept. of Landscape Architecture, Planning and Management (from 130101) |
| publisherStr | SLU/Dept. of Landscape Architecture, Planning and Management (from 130101) |
| record_format | eprints |
| spelling | RepoSLU114482017-10-05T08:05:45Z Egna varumärken inom kött- och charkuteribranschen Private brands in the retail trade, limited to meat and cured meat Svensson, Sofia Söderström, Linda livsmedelsbutiker märkesvaror varumärken enkät Many grocery stores have products marked whit there private brands. The information about these brands is poor. We wanted to find out what the stores own brands stand for and what the manager of purchase thinks it stands for. We choose to concentrate on meat and cured meat and limit our study to ICA, Axfood and Coop because they are the three main actors in the Swedish branch of grocery. The supplier has traditionally manufactured products and made there own brands. These products have been distributed and sold to the consumer thru stores. Since 1950 it has been a new situation on the grocery market in the world. The stores have started to produced there own products and started to compete with the suppliers, so called private brands. (Carlsson and Kikas, 2003) The first private brand in Sweden was Blåvitt, which was the low price brand of KF in 1979. Blåvitt was the first generation of private brands. Now it is time for the fourth generation of private brands, which means high quality and higher price then before. They are comparable and have strength compete against other similar products. (Wikström, 2003) We wrote a questionnaire, which we used while interviewing store and head offices. The interviewed could choose to answer by telephone, fax or mail. We got answers from all of the stores and head offices except one SPAR store, which did not have time to answer us. Even though the frequency of answers from the interviewed was good is the examination to small to show statistic fact. In our examination it has been shown that booth stores and head offices think that private brands is growing bigger. Their own head offices control the purchase to private brands. It is the price and demands from consumers, which controls the import of meat to the grocery stores. It is some times hard to get enough of Swedish meat in good and even quality. The consumers have big influence in what is bought in to the stores. As local producer we think it is easiest to get the products sold to ICA stores since they have freestanding merchants, who own the stores and decide they purchase. At Axfood and Coop the head office, with a few exceptions, controls the purchase. We believe in a future for Swedish meat if only the meat producer in Sweden learn how to produce what the consumers' wants and enough of it. Nuförtiden finns det många livsmedelsbutiker som har sina varor märkta med sitt eget märke s.k. EMV (egna märkesvaror). Det är dåligt med information om vad varumärkena står för. Vi ville ta reda på vad butikernas egna varumärken ursprungligen står för och vad inköpscheferna tror att de står för. Vi valde att inrikta oss på kött- och charkbranschen och begränsade oss till ICA, Axfood och Coop för att de är de tre stora huvudaktörerna på den svenska livsmedelsbranschen. Traditionellt sett har det varit leverantörer som tillverkat produkter och därigenom skapat varumärken. Dessa varor har sedan distribuerats och sålts till konsumenterna genom detaljister. Sedan 1950 har det sakteligen uppkommit en ny situation inom dagligvaruhandeln i världen, nämligen den att detaljisterna börjat producera egna varor och på så vis börjat konkurrera med leverantörerna. Dessa produkter kallas för egna märkesvaror.(Carlsson och Kikas, 2003) I Sverige såg de egna märkesvarorna dagens ljus för första gången 1979 i form av KF:s lågprisvarumärke Blåvitt som var den första generationens EMV. Nu har vi kommit fram till fjärde generationens EMV som håller hög kvalitet men samtidigt ett högre pris än tidigare. De är jämförbara och har stor konkurrenskraft gentemot liknande alternativ.(Wikström, 2003) Vi skrev ett frågeformulär som vi använde när vi intervjuade butikerna och respektive huvudkontor. De fick välja mellan att svara via telefon, fax eller mail. Vi fick svar från alla butiker och huvudkontor utom från en SPAR-butik som ej hade tid att svara. Trots en god svarsfrekvens från våra intervjupersoner så är undersökningen av en begränsad omfattning och resultatet påvisar en tendens i samhället och uppvisar inte några statistiskt säkerställda fakta. I vår undersökning har det framkommit att både butiker och huvudkontor tror att EMV kommer att öka. Inköpen till EMV styrs centralt från respektive huvudkontor. Det är bl.a. priset och efterfrågan som styr importen av kött till livsmedelshandeln. Det är svårt att få jämn kvalitet i tillräckliga mängder av svenskt kött vissa perioder. Konsumenterna har stort inflytande när det gäller vad som köps in till butikerna. Vi tror att man som lokalproducent har lättast att sälja till någon ICA-butik eftersom det är fristående köpmän som äger butikerna och därmed bestämmer själva vilka som de köper in ifrån. På Axfood och Coop styrs alla inköp centralt, med några få undantag. Vi tror på en framtid för svenskt kött bara Sveriges köttproducenter lär sig att producera det konsumenterna vill ha och i tillräckliga mängder. SLU/Dept. of Landscape Architecture, Planning and Management (from 130101) 2004 L3 swe eng https://stud.epsilon.slu.se/11448/ |
| spellingShingle | livsmedelsbutiker märkesvaror varumärken enkät Svensson, Sofia Söderström, Linda Egna varumärken inom kött- och charkuteribranschen |
| title | Egna varumärken inom kött- och charkuteribranschen |
| title_full | Egna varumärken inom kött- och charkuteribranschen |
| title_fullStr | Egna varumärken inom kött- och charkuteribranschen |
| title_full_unstemmed | Egna varumärken inom kött- och charkuteribranschen |
| title_short | Egna varumärken inom kött- och charkuteribranschen |
| title_sort | egna varumärken inom kött- och charkuteribranschen |
| topic | livsmedelsbutiker märkesvaror varumärken enkät |