Swedish consumers´ views of cheese brands : an explorative survey among students’ views
Research shows that the Swedish consumption of cheese is increasing every year. The production of cheese in Sweden can not meet this increasing demand which leads to an increase in imported cheese. At the same time this sector within the food production is losing market shares rapidly. Today 50% of...
| Autores principales: | , |
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| Formato: | H3 |
| Lenguaje: | Inglés sueco |
| Publicado: |
SLU/Dept. of Economics
2015
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| Materias: |
| _version_ | 1855571375699263488 |
|---|---|
| author | Lindén, Charlotte Åkesson, Elisabeth |
| author_browse | Lindén, Charlotte Åkesson, Elisabeth |
| author_facet | Lindén, Charlotte Åkesson, Elisabeth |
| author_sort | Lindén, Charlotte |
| collection | Epsilon Archive for Student Projects |
| description | Research shows that the Swedish consumption of cheese is increasing every year. The production of cheese in Sweden can not meet this increasing demand which leads to an increase in imported cheese. At the same time this sector within the food production is losing market shares rapidly. Today 50% of every consumed cheese in Sweden is produced abroad. This means that the Swedish industry has failed to meet the consumer’s need and missed the opportunity of an increasing national market and access to the export market. The import of cheese is strongly affecting traditional Swedish cheeses such as Grevé, Svecia, Herrgård and Präst, when consumers may have a decreasing knowledge of Swedish cheeses.
Some trends may characterize and develop the Swedish cheese market. Due to consumers’ awareness and loyalty to brands, the brand constitute is a valuable asset. However, consumers pay different attention to special types of brand. Retailers’ private brands tend to be more important, since the loyalty towards retailers is increasing. Another trend is the increased import, when the market becomes more globalized.
The aim of this thesis is to explore the views that Swedish consumers have of brands of yellow cheeses with a variety of attributes. The thesis concerns only the consumers’ perceptions of cheese and not their choise of cheese.
A web-based survey was used to conduct the study. An e-mail questionnaire was sent out to a target group consisting of the students at the Swedish University of Agricultural Sciences. Total number of students was 4,618 and the response rate was 19%.
The result shows that consumer perception of cheeses and various brands highlights the qualitative aspects as the most important. If a consumer perceives a cheese or a brand positively they will also perceive the same as of quality. It also indicates that there are a number of other attributes that are critical such as price, usability, taste and brand. It shows that a brand has a more positive association if the brand is associated with multiple attributes. Also some consumers consider themselves to be loyal when it comes to different brands and cheeses, they often return to the same brand and cheese when shopping.
If a consumer is aware of a brand or a specific cheese, it is more likely to perceive that it is of quality also. This also applies if the consumer is sympathetic to the cheese or brand. The more attributes a cheese or a brand has, the more quality the consumer believes that it has and they will then have a positive perception towards the same. |
| format | H3 |
| id | RepoSLU8581 |
| institution | Swedish University of Agricultural Sciences |
| language | Inglés swe |
| publishDate | 2015 |
| publishDateSort | 2015 |
| publisher | SLU/Dept. of Economics |
| publisherStr | SLU/Dept. of Economics |
| record_format | eprints |
| spelling | RepoSLU85812015-10-26T14:07:13Z Swedish consumers´ views of cheese brands : an explorative survey among students’ views Lindén, Charlotte Åkesson, Elisabeth branding cheese consumer view Research shows that the Swedish consumption of cheese is increasing every year. The production of cheese in Sweden can not meet this increasing demand which leads to an increase in imported cheese. At the same time this sector within the food production is losing market shares rapidly. Today 50% of every consumed cheese in Sweden is produced abroad. This means that the Swedish industry has failed to meet the consumer’s need and missed the opportunity of an increasing national market and access to the export market. The import of cheese is strongly affecting traditional Swedish cheeses such as Grevé, Svecia, Herrgård and Präst, when consumers may have a decreasing knowledge of Swedish cheeses. Some trends may characterize and develop the Swedish cheese market. Due to consumers’ awareness and loyalty to brands, the brand constitute is a valuable asset. However, consumers pay different attention to special types of brand. Retailers’ private brands tend to be more important, since the loyalty towards retailers is increasing. Another trend is the increased import, when the market becomes more globalized. The aim of this thesis is to explore the views that Swedish consumers have of brands of yellow cheeses with a variety of attributes. The thesis concerns only the consumers’ perceptions of cheese and not their choise of cheese. A web-based survey was used to conduct the study. An e-mail questionnaire was sent out to a target group consisting of the students at the Swedish University of Agricultural Sciences. Total number of students was 4,618 and the response rate was 19%. The result shows that consumer perception of cheeses and various brands highlights the qualitative aspects as the most important. If a consumer perceives a cheese or a brand positively they will also perceive the same as of quality. It also indicates that there are a number of other attributes that are critical such as price, usability, taste and brand. It shows that a brand has a more positive association if the brand is associated with multiple attributes. Also some consumers consider themselves to be loyal when it comes to different brands and cheeses, they often return to the same brand and cheese when shopping. If a consumer is aware of a brand or a specific cheese, it is more likely to perceive that it is of quality also. This also applies if the consumer is sympathetic to the cheese or brand. The more attributes a cheese or a brand has, the more quality the consumer believes that it has and they will then have a positive perception towards the same. Forskning visar att den svenska konsumtionen av ost ökar varje år. Den svenska produktionen av ost sjunker och kan inte möta efterfrågan och importen ökar. Samtidigt tappar denna produktions sektor marknadsandelar i en rasande takt. Idag är 50 % av den konsumerade osten i Sverige producerad utomlands. Detta innebär att den svenska industrin har misslyckats med att möta konsumenternas behov samt missat att ta sig in på exportmarknaden. Importen av ost har en stark påverkan på de traditionella svenska ostarna som Grevé, Svecia, Herrgård och Präst, då konsumenterna kan ha en minskande kunskap om de svenska ostarna. Vissa trender kan karaktärisera och utveckla den svenska ostmarknaden. På grund av konsumenternas medvetenhet och lojalitet gentemot varumärken, utgör varumärket en värdefull tillgång. Dock tar konsumenten hänsyn till olika typer av varumärken. Butikskedjor egna märkesvaror tenderar att bli allt viktigare, eftersom lojaliteten mot butikskedjorna ökar. En annan trend är den ökade importen, när marknaden blir alltmer globaliserad. Syftet med studien är att undersöka svenska konsumenters uppfattning angående varumärken för hårdostar med ett antal olika attribut. Studien omfattar endast konsumenters uppfattning om hårdost och inte valet av hårdost. En webb-baserad enkät användes för att genomföra studien. Via e-mail skickades ett frågeformulär ut till en målgrupp bestående av Sveriges lantbruksuniversitets studenter. Totala andelen studenter omfattades av 4 618 respondenter med en svarsfrekvens om 19 %. Resultatet visar att konsumentens uppfattning om ostar och olika varumärken är att de kvalitativa aspekterna är de viktigaste. Om en konsument uppfattar en ost eller ett varumärke som positivt uppfattar de även densamme som kvalitativt. Det går även att utläsa att det finns en rad andra attribut som är avgörande så som pris, användbarhet, smak och varumärke. Det visar på att ett varumärke har en mer positiv association hos en konsument om varumärkena förknippas med flera attribut. Även en del konsumenter anser sig vara lojala när det gäller olika varumärken och ostar, de återkommer ofta till samma varumärke och ost när de handlar. Om en konsument har en kännedom om ett varumärke eller en specifik ost är det mer sannolikt att de uppfattar att den är av kvalitet också. Detta gäller även för om konsumenten är positivt inställd till osten eller varumärket. Desto fler attribut en ost eller ett varumärke har desto mer kvalitet anser konsumenten att den har samt att de har en positiv uppfattning gentemot den samme. SLU/Dept. of Economics 2015 H3 eng swe https://stud.epsilon.slu.se/8581/ |
| spellingShingle | branding cheese consumer view Lindén, Charlotte Åkesson, Elisabeth Swedish consumers´ views of cheese brands : an explorative survey among students’ views |
| title | Swedish consumers´ views of cheese brands : an explorative survey among students’ views |
| title_full | Swedish consumers´ views of cheese brands : an explorative survey among students’ views |
| title_fullStr | Swedish consumers´ views of cheese brands : an explorative survey among students’ views |
| title_full_unstemmed | Swedish consumers´ views of cheese brands : an explorative survey among students’ views |
| title_short | Swedish consumers´ views of cheese brands : an explorative survey among students’ views |
| title_sort | swedish consumers´ views of cheese brands : an explorative survey among students’ views |
| topic | branding cheese consumer view |