Hur vardagskonsumtionen blev iögonfallande - En studie om premiumisering
(2015) FEKN90 20151Department 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:
http://lup.lub.lu.se/student-papers/record/7363057
- author
- Britting, Oskar LU and Hansson, Viktor LU
- supervisor
- organization
- course
- FEKN90 20151
- year
- 2015
- 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}},
language = {{swe}},
note = {{Student Paper}},
title = {{Hur vardagskonsumtionen blev iögonfallande - En studie om premiumisering}},
year = {{2015}},
}