Att särskilja sitt varumärke på en marknad med låg pris- och produktdifferentiering: En studie om den svenska bryggkaffemarknaden
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The purpose of this study is to examine the best ways for companies, with high involvement products that are bought based on feelings, to attract consumers in a market with low product and price differentiation by using their brands. In other words, this study aims to find out which brand attributes that are most suitable for high involvement products that are bought based on feelings.
Previous research has stated that a brand on a competitive market can choose two strategies to compete, either with their brand value or with price. Previous research has also shown which strategies to use depending on the products nature and that products that are bought based on feelings should focus on the brand rather than the price. The gap that this study aims to fill is how companies should use their brands to compete in such a market.
This study has been done with combination of both a qualitative and a quantitative approach, this method is in other words called triangulation. The research has been conducted through an online survey, semi-structural interviews with consumers and a semi-structural interview with the Nordic marketing manager of Arvid Nordquists coffee and tea products.
Previous research that has been gathered from the fields marketing and consumer behavior. The main theories that has been included are: The FCB grid, Brand Equity and Brand Personality. Conclusion
The conclusion of this study is that brands need to focus on the products charisma rather than information in their marketing communication. They also need to make an emotional connection with the consumer by adding aspirational characteristics to their brand. This study also shows that it is important that the company is consistent with the image of their brand so that the price mirrors the brand and the brand mirrors the actual product.
Place, publisher, year, edition, pages
2016. , 107 p.
Brands, Branding, Brand personality, Feel-products, Consumer behavior, Brand equity, Perceived Quality, Bryggkaffe
IdentifiersURN: urn:nbn:se:sh:diva-30593OAI: oai:DiVA.org:sh-30593DiVA: diva2:948284
Subject / course
UppsokSocial and Behavioural Science, Law
Vigerland, Lars, Högskolelektor
Åkerhielm, Renate, Högskolelektor