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Exploring Consumers Perception of Innovation in Grocery Retail Products

Hayyu, Geny Pitaloka LU and Simpraga, Dragana LU (2024) BUSN39 20241
Department of Business Administration
Abstract (Swedish)
Thesis Purpose: Purpose of this thesis is to explore consumer perception of innovation in grocery retail products in Sweden. Particularly focusing on how consumers perceive innovation within private label and manufacturer brands.
Methodology: Qualitative analysis has been conducted through semi-structured interviews in order to understand consumer perceptions towards innovation in grocery sector in Sweden.
Theoretical perspective: The foundation of this research lies in the main theories concerning consumer perceptions of manufacturer brands, private labels, and consumer-perceived innovation (CPI). To complement this into grocery sector, we integrated the Keller Brand Equity Model and Fuller's Classifications of New Product Releases into... (More)
Thesis Purpose: Purpose of this thesis is to explore consumer perception of innovation in grocery retail products in Sweden. Particularly focusing on how consumers perceive innovation within private label and manufacturer brands.
Methodology: Qualitative analysis has been conducted through semi-structured interviews in order to understand consumer perceptions towards innovation in grocery sector in Sweden.
Theoretical perspective: The foundation of this research lies in the main theories concerning consumer perceptions of manufacturer brands, private labels, and consumer-perceived innovation (CPI). To complement this into grocery sector, we integrated the Keller Brand Equity Model and Fuller's Classifications of New Product Releases into our literature review.
Empirical Data: The empirical data was gained through 12 semi-structured interviews (mixed online and offline) with grocery consumers in Sweden. All our respondents are the decision maker for the purchase.
Theoretical Finding: Consumers evaluate product innovation in grocery retail differently depends on the product category. Packaging and price mix are both important factors in consumer’s consideration while evaluating product innovation. Consumers evaluate innovation in manufacturer brands more affectively while consumers evaluate private labels more cognitively. Sustainability is important and innovation that consumers appreciate although their willingness to pay would depend on the price value factors.
Originality/ Value: Complementing existing research on grocery retail innovation within private labels and manufacturer brands from the consumers perspective. (Less)
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author
Hayyu, Geny Pitaloka LU and Simpraga, Dragana LU
supervisor
organization
course
BUSN39 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
Private Label, Manufacturer Brand, Innovation, Consumer perception, Grocery Retail
language
English
id
9169178
date added to LUP
2024-06-28 11:41:37
date last changed
2024-06-28 11:41:37
@misc{9169178,
  abstract     = {{Thesis Purpose: Purpose of this thesis is to explore consumer perception of innovation in grocery retail products in Sweden. Particularly focusing on how consumers perceive innovation within private label and manufacturer brands.
Methodology: Qualitative analysis has been conducted through semi-structured interviews in order to understand consumer perceptions towards innovation in grocery sector in Sweden.
Theoretical perspective: The foundation of this research lies in the main theories concerning consumer perceptions of manufacturer brands, private labels, and consumer-perceived innovation (CPI). To complement this into grocery sector, we integrated the Keller Brand Equity Model and Fuller's Classifications of New Product Releases into our literature review.
Empirical Data: The empirical data was gained through 12 semi-structured interviews (mixed online and offline) with grocery consumers in Sweden. All our respondents are the decision maker for the purchase.
Theoretical Finding: Consumers evaluate product innovation in grocery retail differently depends on the product category. Packaging and price mix are both important factors in consumer’s consideration while evaluating product innovation. Consumers evaluate innovation in manufacturer brands more affectively while consumers evaluate private labels more cognitively. Sustainability is important and innovation that consumers appreciate although their willingness to pay would depend on the price value factors.
Originality/ Value: Complementing existing research on grocery retail innovation within private labels and manufacturer brands from the consumers perspective.}},
  author       = {{Hayyu, Geny Pitaloka and Simpraga, Dragana}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Exploring Consumers Perception of Innovation in Grocery Retail Products}},
  year         = {{2024}},
}