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Insights on Future Consumer Behavior- A study of what influences the Danish consumers when choosing food distribution channels in 2020

Bjerregaard, Louise LU and Thøgersen, Trine Schönherr Boyer LU (2012) BUSN29 20121
Department of Business Administration
Abstract (Swedish)
The thesis aims to explore what influences the Danish consumers when choosing food distribution channels in 2020 and further to test if current theories of consumers’ channel choice can be applied in the year of 2020.
The thesis takes on a qualitative approach with mathematical principles and employs the Delphi Method as the primary method to collect data. To conduct the empirical analysis a desk research is carried out together with a Cross-Impact analysis and a Certainty/Impact analysis. Lastly, a vivid scenario is developed.
The theoretical perspective is based upon Behavioural Decision Theory. The thesis takes its departure within consumers’ choice of distribution channels with emphasis on the channel attributes consumers evaluate... (More)
The thesis aims to explore what influences the Danish consumers when choosing food distribution channels in 2020 and further to test if current theories of consumers’ channel choice can be applied in the year of 2020.
The thesis takes on a qualitative approach with mathematical principles and employs the Delphi Method as the primary method to collect data. To conduct the empirical analysis a desk research is carried out together with a Cross-Impact analysis and a Certainty/Impact analysis. Lastly, a vivid scenario is developed.
The theoretical perspective is based upon Behavioural Decision Theory. The thesis takes its departure within consumers’ choice of distribution channels with emphasis on the channel attributes consumers evaluate in the antecedent state of the decision process.
The empirical data consists of two rounds of semi-structured e-mail interviews. 10 experts within the field of consumer behaviour, retail management and future research participated. The empirical data collection aimed to identify trends that can influence consumers’ future behaviour when choosing food distribution channels.
The findings suggest that four predominant trends will influence the Danish consumers’ choice of food distribution channel in 2020; Automatization, Time and Convenience, A Healthy Life and Polarization of Price and Quality. The thesis further concludes that five out of seven channel attributes can be applicable in 2020. (Less)
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author
Bjerregaard, Louise LU and Thøgersen, Trine Schönherr Boyer LU
supervisor
organization
alternative title
Future consumer behavior
course
BUSN29 20121
year
type
H1 - Master's Degree (One Year)
subject
keywords
Future, Consumer Behavior, Trends, Delphi method, Food
language
English
id
2861521
date added to LUP
2012-07-24 11:50:11
date last changed
2012-07-24 11:50:11
@misc{2861521,
  abstract     = {The thesis aims to explore what influences the Danish consumers when choosing food distribution channels in 2020 and further to test if current theories of consumers’ channel choice can be applied in the year of 2020. 
The thesis takes on a qualitative approach with mathematical principles and employs the Delphi Method as the primary method to collect data. To conduct the empirical analysis a desk research is carried out together with a Cross-Impact analysis and a Certainty/Impact analysis. Lastly, a vivid scenario is developed.
The theoretical perspective is based upon Behavioural Decision Theory. The thesis takes its departure within consumers’ choice of distribution channels with emphasis on the channel attributes consumers evaluate in the antecedent state of the decision process. 
The empirical data consists of two rounds of semi-structured e-mail interviews. 10 experts within the field of consumer behaviour, retail management and future research participated. The empirical data collection aimed to identify trends that can influence consumers’ future behaviour when choosing food distribution channels.
The findings suggest that four predominant trends will influence the Danish consumers’ choice of food distribution channel in 2020; Automatization, Time and Convenience, A Healthy Life and Polarization of Price and Quality. The thesis further concludes that five out of seven channel attributes can be applicable in 2020.},
  author       = {Bjerregaard, Louise and Thøgersen, Trine Schönherr Boyer},
  keyword      = {Future,Consumer Behavior,Trends,Delphi method,Food},
  language     = {eng},
  note         = {Student Paper},
  title        = {Insights on Future Consumer Behavior- A study of what influences the Danish consumers when choosing food distribution channels in 2020},
  year         = {2012},
}