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Vad påverkar konsumentens val av varumärke?: En studie baserad på livsmedlen ketchup och coladryck
Örebro University, Örebro University School of Business.
Örebro University, Örebro University School of Business.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title:What influences consumers’ brand of choice? A study based on the food products ketchup and coke

Authors:Emily Peyda and Ing-Louise Larsdotter

Background:In today's society we come in contact with a number of brands on a daily basis through various communication channels. How strong a brand is depends on what customers have felt, learned, seen and heard about the brand for a long time. There is a huge range of brands on the market, which are making it difficult for the consumer to think about which brand they should choose at the time. Customers must therefore try to simplify their buying process.

Purpose:The purpose of this study is by using two focus groups, test and explains how the customer today is influenced by the factors experience, relationship, top of mind awareness, price and different senses when choosing among the products ketchup and coke. The purpose is also to see whether these factors interact or if some factors is more prominent.

Method:The study is based on a qualitative method where two focus groups have been applied.

Result/Conclusion:The result and conclusion of this study was that all the factors interact in the choice of brand when it comes to ketchup and coke. The factors that were most prominent were the relationship, experience and top of mind awareness. Price and senses affected the choice of brand but not as much as the previously mentioned factors.

Place, publisher, year, edition, pages
2013. , p. 49
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-30349ISRN: ORU-HHS/FEK-GK-2013/0065--SEOAI: oai:DiVA.org:oru-30349DiVA, id: diva2:643646
Subject / course
Företagsekonomi
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-08-28 Created: 2013-08-28 Last updated: 2017-10-17Bibliographically approved

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Citation style
  • apa
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Language
  • de-DE
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  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
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Output format
  • html
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  • asciidoc
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