Assessment of customers’ value-perceptions’ of suppliers’ European pulp offerings
Pulp suppliers are acting in a complex and dynamic environment. Branding and differentiation have therefore grown in importance for attracting pulp customer firms. Knowledge about pulp customer firms’ perceptions’ of value has become a key issue so that suppliers can develop valuable offerings. A...
| Autor principal: | |
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| Formato: | Second cycle, A2E |
| Lenguaje: | sueco Inglés |
| Publicado: |
2014
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/6962/ |
| _version_ | 1855571099355447296 |
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| author | Johansson, Jonas |
| author_browse | Johansson, Jonas |
| author_facet | Johansson, Jonas |
| author_sort | Johansson, Jonas |
| collection | Epsilon Archive for Student Projects |
| description | Pulp suppliers are acting in a complex and dynamic environment. Branding and differentiation have therefore grown in importance for attracting pulp customer firms. Knowledge about pulp customer firms’ perceptions’ of value has become a key issue so that suppliers can develop valuable offerings.
Accordingly, this study empirically assessed eight European pulp customer firms’ perceptions’ of value and brand of pulp suppliers. The perceptions of value between the eight customers have been compared with one supplier’s. These assessments were made using a multiple methodology approach, which comprised of qualitative interviews and a small scale focus group.
The theoretical approach for this assessment is comprised of multiple theoretical models, which combined constitutes the theoretical framework with a base in relationship marketing and in particular models about customer perceptions’ of value.
The findings of the study comprised of eight emerging perceptions of value and varied perceptions of suppliers’ brands. The two prioritised values were quality and relative price i.e. price in relation to other aspects of the offering and price in relation to other suppliers’ price. Furthermore, there were equal perceptions of value between the customers and the supplier. Customer firms’ considered pulp suppliers to be competent. Through assessing the findings with the theoretical framework the core value parameters of today’s business, possibilities for value adding and areas for future competitive positioning were created.
Given price will remain an issue, and all suppliers are competent, one key challenge for suppliers will be how to enhance customer value while maintaining a low relative price. |
| format | Second cycle, A2E |
| id | RepoSLU6962 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish Inglés |
| publishDate | 2014 |
| publishDateSort | 2014 |
| record_format | eprints |
| spelling | RepoSLU69622014-07-17T11:38:52Z https://stud.epsilon.slu.se/6962/ Assessment of customers’ value-perceptions’ of suppliers’ European pulp offerings Johansson, Jonas Forestry - General aspects Economics and management Pulp suppliers are acting in a complex and dynamic environment. Branding and differentiation have therefore grown in importance for attracting pulp customer firms. Knowledge about pulp customer firms’ perceptions’ of value has become a key issue so that suppliers can develop valuable offerings. Accordingly, this study empirically assessed eight European pulp customer firms’ perceptions’ of value and brand of pulp suppliers. The perceptions of value between the eight customers have been compared with one supplier’s. These assessments were made using a multiple methodology approach, which comprised of qualitative interviews and a small scale focus group. The theoretical approach for this assessment is comprised of multiple theoretical models, which combined constitutes the theoretical framework with a base in relationship marketing and in particular models about customer perceptions’ of value. The findings of the study comprised of eight emerging perceptions of value and varied perceptions of suppliers’ brands. The two prioritised values were quality and relative price i.e. price in relation to other aspects of the offering and price in relation to other suppliers’ price. Furthermore, there were equal perceptions of value between the customers and the supplier. Customer firms’ considered pulp suppliers to be competent. Through assessing the findings with the theoretical framework the core value parameters of today’s business, possibilities for value adding and areas for future competitive positioning were created. Given price will remain an issue, and all suppliers are competent, one key challenge for suppliers will be how to enhance customer value while maintaining a low relative price. Massaproducenter verkar på en komplex och dynamisk marknad. Varumärke och differentiering har vuxit i betydelse för att attrahera kunder. Kunskap om massakunders uppfattningar om kundvärde är viktigt för att kunna tillgodose kunders önskemål och för att kunna utveckla konkurrenskraftiga erbjudanden. Den här studien har empiriskt utforskat åtta europeiska massakunders uppfattningar om kundvärde och varumärke hos massaproducenter. Kundernas uppfattningar om värde har därefter jämförts med en massaproducents uppfattning. Studien har genomförts med en kvalitativ multipel metodisk approach bestående av intervjuer och en fokusgrupp. Den teoretiska ansatsen för studien har tagits i tre teoretiska modeller vilka tillsammans utgör studiens teoretiska ramverk med en grund i relationship marketing och särskilt i modeller om kunders uppfattningar om värde. Resultatet om uppfattningen kring kundvärde utmynnade i åtta värdeparametrar och varierande uppfattningar kring varumärken. De två mest prioriterade värdena var kvalitet och relativt pris. Vidare, påvisade resultaten liknande uppfattningar av värde mellan de intervjuade kunderna och massaproducenten. Kunderna ansåg att deras leverantörer är kompetenta. Förutsatt att pris kommer fortsätta att vara en viktig värdeparamter och att alla leverantörer fortsatt är kompetenta så är den huvudsakliga utmaningen att kunna erbjuda ytterligare värden men att bibehålla ett lågt relativt pris. 2014-07-02 Second cycle, A2E NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/6962/1/Johansson_J_20140702.pdf Johansson, Jonas, 2014. Assessment of customers’ value-perceptions’ of suppliers’ European pulp offerings. Second cycle, A2E. Uppsala: (S) > Dept. of Forest Products <https://stud.epsilon.slu.se/view/divisions/OID-231.html> urn:nbn:se:slu:epsilon-s-3429 eng |
| spellingShingle | Forestry - General aspects Economics and management Johansson, Jonas Assessment of customers’ value-perceptions’ of suppliers’ European pulp offerings |
| title | Assessment of customers’ value-perceptions’ of suppliers’ European pulp offerings |
| title_full | Assessment of customers’ value-perceptions’ of suppliers’ European pulp offerings |
| title_fullStr | Assessment of customers’ value-perceptions’ of suppliers’ European pulp offerings |
| title_full_unstemmed | Assessment of customers’ value-perceptions’ of suppliers’ European pulp offerings |
| title_short | Assessment of customers’ value-perceptions’ of suppliers’ European pulp offerings |
| title_sort | assessment of customers’ value-perceptions’ of suppliers’ european pulp offerings |
| topic | Forestry - General aspects Economics and management |
| url | https://stud.epsilon.slu.se/6962/ https://stud.epsilon.slu.se/6962/ |