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Hur vardagskonsumtionen blev iögonfallande - En studie om premiumisering

Britting, Oskar LU and Hansson, Viktor LU (2015) FEKN90 20151
Department of Business Administration
Abstract (Swedish)
Sammanfattning

Uppsatsens titel: Hur vardagskonsumtionen blev iögonfallande – en studie om premiumisering

Seminariedatum: 2015-05-26

Kurs: FEKN90: Examensarbete på civilekonomprogrammet, 30 högskolepoäng

Författare: Oskar Britting och Viktor Hansson

Handledare: Annette Cerne

Nyckelord: Premium, premiumisering, premiumlivsmedel, konsumentbeteende, personligt varumärke, kommodifiering, iögonfallande konsumtion

Syfte: Att utifrån teorier om konsumentbeteende, undersöka rådande premuimiseringstrender, huruvida konsumenter genom vardagskonsumtion av premiumiserade livsmedel kan skapa önskad självbild och bygga personligt varumärke, samt vilka signaler denna konsumtion sänder gentemot konsumentens omgivning.

Metod:... (More)
Sammanfattning

Uppsatsens titel: Hur vardagskonsumtionen blev iögonfallande – en studie om premiumisering

Seminariedatum: 2015-05-26

Kurs: FEKN90: Examensarbete på civilekonomprogrammet, 30 högskolepoäng

Författare: Oskar Britting och Viktor Hansson

Handledare: Annette Cerne

Nyckelord: Premium, premiumisering, premiumlivsmedel, konsumentbeteende, personligt varumärke, kommodifiering, iögonfallande konsumtion

Syfte: Att utifrån teorier om konsumentbeteende, undersöka rådande premuimiseringstrender, huruvida konsumenter genom vardagskonsumtion av premiumiserade livsmedel kan skapa önskad självbild och bygga personligt varumärke, samt vilka signaler denna konsumtion sänder gentemot konsumentens omgivning.

Metod: Studien har genomförts med kvalitiv metod, hermeneutiskt synsätt, samt abduktiv ansats som kombinerar litteratur och teori med, för denna studie, insamlad empiri.

Teori: Denna uppsats använder främst teorier om konsumentbeteende, vilka presenteras i fyra områden: premiumisering, Maslows behovstrappa, iögonfallande konsumtion, samt personligt varumärke.

Empiri: Empirin är insamlad genom semistrukturerade intervjuer med nio (9) svenska konsumenter som regelbundet konsumerar livsmedel ur premiumsegmentet. Intervjuerna har genomförts på plats bestämd av respondenten, och presenteras i form av citat.

Slutsats: Vad som driver konsumtion av premiumiserade livsmedel, är ett behov att visa upp denna konsumtion, och genom detta känna gemenskap, självförtroende, samt att bygga personligt varumärke. Detta byggs genom de signaler som konsumtionen sänder: medvetenhet, framgång och bilden av konsumenten som kännare. (Less)
Abstract
Abstract

Title: How the Everyday Consumption Became Conspicuous – a Study About Premiumisation

Seminar date: 2015-05-26

Course: FEKN90: Master Thesis in Science and Business Administration, 30 ECTS

Authors: Oskar Britting and Viktor Hansson

Supervisor: Annette Cerne

Key words: Premium, premiumisation, premium foods, consumer behavior, personal branding, commodification, conspicuous consumption

Purpose: Based on theories on consumer behavior, investigate the current premiumisation trends, whether consumers through everyday consumption of premiumised foods can create a desired self-image, and build a personal brand, as well as what signals this consumption sends to the consumer’s surrounding.

Methodology: This study... (More)
Abstract

Title: How the Everyday Consumption Became Conspicuous – a Study About Premiumisation

Seminar date: 2015-05-26

Course: FEKN90: Master Thesis in Science and Business Administration, 30 ECTS

Authors: Oskar Britting and Viktor Hansson

Supervisor: Annette Cerne

Key words: Premium, premiumisation, premium foods, consumer behavior, personal branding, commodification, conspicuous consumption

Purpose: Based on theories on consumer behavior, investigate the current premiumisation trends, whether consumers through everyday consumption of premiumised foods can create a desired self-image, and build a personal brand, as well as what signals this consumption sends to the consumer’s surrounding.

Methodology: This study has been conducted with a qualitative method, a hermeneutic view, and abductive inference, combining literature and theory with the responses collected for this study.

Theoretical perspectives: This thesis mainly uses theories from the field of consumer behavior, which are presented in four sections: premiumisation, Maslow’s hierarchy of needs, conspicuous consumption, and personal branding.

Empirical foundation: Empirical data has been collected through semi-structured interviews with nine (9) Swedish consumers, who regularly buy food from the premium segment. The interviews have been held at locations chosen by the respondents, and are presented in quotes.

Conclusions: What drives the consumption of premiumised foods is a need to showcase this consumption, and through this get a feeling of belonging, self-confidence and to build a personal brand. This is built by the signals this kind of consumption emits: consciousness, success, and connoisseurship. (Less)
Please use this url to cite or link to this publication:
author
Britting, Oskar LU and Hansson, Viktor LU
supervisor
organization
course
FEKN90 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Premium, premiumisering, premiumlivsmedel, konsumentbeteende, personligt varumärke, kommodifiering, iögonfallande konsumtion
language
Swedish
id
7363057
date added to LUP
2015-06-18 14:26:50
date last changed
2015-06-18 14:26:50
@misc{7363057,
  abstract     = {Abstract

Title: How the Everyday Consumption Became Conspicuous – a Study About Premiumisation

Seminar date: 2015-05-26

Course: FEKN90: Master Thesis in Science and Business Administration, 30 ECTS

Authors: Oskar Britting and Viktor Hansson

Supervisor: Annette Cerne

Key words: Premium, premiumisation, premium foods, consumer behavior, personal branding, commodification, conspicuous consumption

Purpose: Based on theories on consumer behavior, investigate the current premiumisation trends, whether consumers through everyday consumption of premiumised foods can create a desired self-image, and build a personal brand, as well as what signals this consumption sends to the consumer’s surrounding.

Methodology: This study has been conducted with a qualitative method, a hermeneutic view, and abductive inference, combining literature and theory with the responses collected for this study.

Theoretical perspectives: This thesis mainly uses theories from the field of consumer behavior, which are presented in four sections: premiumisation, Maslow’s hierarchy of needs, conspicuous consumption, and personal branding.

Empirical foundation: Empirical data has been collected through semi-structured interviews with nine (9) Swedish consumers, who regularly buy food from the premium segment. The interviews have been held at locations chosen by the respondents, and are presented in quotes.

Conclusions: What drives the consumption of premiumised foods is a need to showcase this consumption, and through this get a feeling of belonging, self-confidence and to build a personal brand. This is built by the signals this kind of consumption emits: consciousness, success, and connoisseurship.},
  author       = {Britting, Oskar and Hansson, Viktor},
  keyword      = {Premium,premiumisering,premiumlivsmedel,konsumentbeteende,personligt varumärke,kommodifiering,iögonfallande konsumtion},
  language     = {swe},
  note         = {Student Paper},
  title        = {Hur vardagskonsumtionen blev iögonfallande - En studie om premiumisering},
  year         = {2015},
}