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Konsumenters varumärkeslojalitet inom livsmedelsindustrin: En kvalitativ studie om svenska konsumenters varumärkeslojalitet till kaffe
University West, School of Business, Economics and IT, Division of Business Administration.
2021 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Consumer brand loyalty in the food industry : a qualitative study of Swedish consumers brand loyalty to coffee (English)
Abstract [sv]

Globaliseringens avtryck gällande de utökade utbudet sätter konsumenten på sin spets och utmanar dennes val, köpprocess samt befintlig varumärkeslojalitet på en vardaglig basis. Varumärkeslojalitet inom livsmedelsbranschen med ett nytt lojalitetsramverk kan utöka kunskapen rörande varumärkeslojalitet och livsmedel.

Syftet med studien är att utöka kunskapen kring konsumenters varumärkeslojalitet inom livsmedelsbranschen, specifikt kaffe. Detta genom lojalitetsramverket huvud, hjärta och hand. Syftet innefattar även att utöka kunskapen kring vilka produktattribut som ligger till grund för en konsuments varumärkeslojalitet. Detta inkluderar även frågan om de parametrarna även skulle kunna påverka konsumentens beslut att byta varumärke.

Datainsamlingen har skett med hjälp utav kvalitativa semistruktuerade intervjuer med sex respondenter som konsumerar kaffe på en vardaglig basis.

Teorin reder först ut begreppet varumärke, varumärkesimage samt varumärkesidentitet, för att sedan gå in på köpbeslutsprocessen. Därefter presenteras produktattribut för livsmedel som sedan kulminerar ut i varumärkeslojalitet och lojalitetsramverket huvud, hjärna och hjärta. I empirikapitlet presenteras resultatet av de semistruktuerade intervjuerna. Respondenterna presenteras, därefter följer empiri kapitlet dessa rubriker: produktattribut och dess påverkan, lojalitetstyperna huvud, hand och hjärta samt bryta lojalitet/köpmönster.

Analyskapitlet följer samma rubricering som empirikapitlet. Här analyseras de olika lojalitetstyperna och vilka produktattribut som är av vikt för respondenterna. Sist analyseras hur man kan bryta respondenternas lojalitet/köpmönster.

De slutsatser som kan dras är att de produktattribut som är viktigast gällande livsmedlet kaffe var: pris, smak och tillgänglighet. Kaffe som produkt hade flest huvud lojala konsumenter. Konsumenten och dess relation till kaffe är rationellt utan emotionella aspekter. Respondenternas lojalitet var generellt låg och samtliga respondenter skulle förhållandevis lätt kunna bryta sin lojalitet/köpmönster.

Abstract [en]

The imprint of globalization regarding the expanded supply puts the consumer at the forefront and challenges his choice, buying process and existing brand loyalty on a daily basis. Brand loyalty in the food industry with a new loyalty framework can expand knowledge about brand loyalty and food.

The purpose is to expand knowledge about consumer brand loyalty in the food industry, specifically coffee. Using

the loyalty framework: head, hand and heart. The purpose of this study also includes expanding the knowledge about which product attributes are the basis for consumers’ brand loyalty. This also includes the question of whether those parameters could also influence the consumers decision to change brand.

The data collection has taken place with the help of qualitative semi-structured interviews with six respondents who consume coffee on a daily basis.

The theory first explains the concept of brand, brand image, brand identity, and then goes into the purchasing decision process. Then product attributes are presented for food which then culminate into brand loyalty and the loyalty framework: head, hand and heart.

The empirical chapter presents the results of the semi-structured interviews. The respondents are presented, then the empirical chapter follows these headings: product attributes and their impact, the loyalty types: head, hand, heart and breaking loyalty/buying behavior.

The analysis chapter follows the same headings as the empirical chapter. Here the different types of loyalty and which product attributes are important for the respondents are analyzed. Finally, it is analyzed how to break the respondents loyalty/buying behavior.The conclusions that can be drawn are that the product attributes that were most important regarding coffee were: price, taste and availability. Coffee as a product had most head loyal consumers. The consumer and its relationship to coffee is rational without emotional aspects according to the reports results. Respondents loyalty weregenerally low and all respondents could relatively easily break their loyalty/buying behavior.

The conclusions that can be drawn are that the product attributes that were most important regarding coffee were: price, taste and availability. Coffee as a product had most head loyal consumers. The consumer and its relationship to coffee is rational without emotional aspects according to the reports results. Respondents loyalty weregenerally low and all respondents could relatively easily break their loyalty/buying behavior.

Place, publisher, year, edition, pages
2021. , p. 55
Keywords [en]
brand loyalty, food products, product attributes, break loyalty, coffe
Keywords [sv]
varumärkeslojalitet, livsmedel, produktattribut, bryta lojalitet, kaffe
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-17972Local ID: EXFU57OAI: oai:DiVA.org:hv-17972DiVA, id: diva2:1623413
Subject / course
Business administration
Educational program
Ekonomprogrammet
Supervisors
Examiners
Available from: 2022-01-13 Created: 2021-12-29 Last updated: 2022-01-13Bibliographically approved

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