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KRAV - the missing link between attitude and behaviour

Becker, Tony; Bengtsson, Anna and Evaldsson, Allyson (2005)
Department of Service Management and Service Studies
Abstract
Our objective with this essay is to answer the hypothesis: Which mechanisms influence consumer attitude and behaviour when buying KRAV products? We have achieved this objective by answering the following questions: Who are the consumers who buy KRAV products? Is purchasing behaviour related to socio-demographic factors like age, gender, education or income level? What motivates consumers’ willingness to pay more for organic products? To answer these questions we carried out a quantitative survey at a hypermarket in Helsingborg and found that, although income is of some importance to buying behaviour, it is not the defining factor. What appears to be more crucial than income is the perceived benefit consumers receive when buying KRAV... (More)
Our objective with this essay is to answer the hypothesis: Which mechanisms influence consumer attitude and behaviour when buying KRAV products? We have achieved this objective by answering the following questions: Who are the consumers who buy KRAV products? Is purchasing behaviour related to socio-demographic factors like age, gender, education or income level? What motivates consumers’ willingness to pay more for organic products? To answer these questions we carried out a quantitative survey at a hypermarket in Helsingborg and found that, although income is of some importance to buying behaviour, it is not the defining factor. What appears to be more crucial than income is the perceived benefit consumers receive when buying KRAV products. (Less)
Please use this url to cite or link to this publication:
author
Becker, Tony; Bengtsson, Anna and Evaldsson, Allyson
supervisor
organization
year
type
M2 - Bachelor Degree
subject
keywords
attitude, consumer behaviour, willingness to pay, income, benefit, organic, krav, Trade, Handel
language
English
id
1354713
date added to LUP
2005-02-01 00:00:00
date last changed
2018-10-18 10:03:22
@misc{1354713,
  abstract     = {Our objective with this essay is to answer the hypothesis: Which mechanisms influence consumer attitude and behaviour when buying KRAV products? We have achieved this objective by answering the following questions: Who are the consumers who buy KRAV products? Is purchasing behaviour related to socio-demographic factors like age, gender, education or income level? What motivates consumers’ willingness to pay more for organic products? To answer these questions we carried out a quantitative survey at a hypermarket in Helsingborg and found that, although income is of some importance to buying behaviour, it is not the defining factor. What appears to be more crucial than income is the perceived benefit consumers receive when buying KRAV products.},
  author       = {Becker, Tony and Bengtsson, Anna and Evaldsson, Allyson},
  keyword      = {attitude,consumer behaviour,willingness to pay,income,benefit,organic,krav,Trade,Handel},
  language     = {eng},
  note         = {Student Paper},
  title        = {KRAV - the missing link between attitude and behaviour},
  year         = {2005},
}