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Livsmedelstrender: En kvalitativ undersökning om funktionella och ekologiska livsmedel
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to observe the differences between how companies work with functional and organic food, in terms of marketing as well as target groups and their uncertainties concerning the products. We also intend to investigate whether the products create added value for the consumer. We do this because we belive there are informational gaps where the businesses understanding of these phenomena are not taken into account in earlier research. To answer the purpose we used a qualitative approach consisting of interviews with food companies in Sweden as well as an analysis of food company websites.

The theories explain the companies target groups, the target groups perception of the value of the products and what price they would be willing to accept. The theories include how people accept a product differently and at different times and that uncertainties regarding the products can prevent people from buying them.

The results show that there are clear differences in the marketing of functional and organic food. However, there are similarities in how the different companies market their functional food and how they market their organic food. The target groups for the different product categories are also very similar between the different companies. Both functional- and organic foods provide added value for the consumer and they are therefore willing to pay more for these products than for their traditional counterparts. One of the most significant contributions that the study provides, is that it clarifies how marketing is affected by consumer uncertainty.

Place, publisher, year, edition, pages
2015. , 52 p.
Keyword [en]
Functional food, organic food, traditional food
Keyword [sv]
Funktionella livsmedel, ekologiska livsmedel, traditionella livsmedel
National Category
Economics
Identifiers
URN: urn:nbn:se:sh:diva-29665OAI: oai:DiVA.org:sh-29665DiVA: diva2:909312
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2016-03-07 Created: 2016-03-06 Last updated: 2016-03-07Bibliographically approved

Open Access in DiVA

fulltext(930 kB)122 downloads
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File name FULLTEXT01.pdfFile size 930 kBChecksum SHA-512
c52d7b52a73f020f52ceeb08218a8bc14ffd18ed60a9918253abe62fdc63f3c19b5169c38649a58f9ed53b0d6b0f349c8e0972ca9850d198d719b4c9a520f9e2
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf