PRICE PREMIUM FAST-MOVING CONSUMER GOODS
(2018) BUSN39 20181Department of Business Administration
- Abstract (Swedish)
- Title: Price Premium FMCG products - An exploratory study of the underlying factors why consumers would be willing to pay more
Date of seminar: 5th June, 2018
Course: BUSN39 Degree project in Global Marketing
Authors: Tanvir Ahmed Shuvo & Mentor Krasniqi
Supervisor: Burak Tunca
Keywords: FMCG, Price Premium, Consumption, Consumer behavior, Consumer culture, Quality, Perceived Value, Conspicuous Consumption, Product Involvement.
Thesis purpose: The purpose of our study is to examine what underlying factors affect consumers’ willingness to pay premium price for fast moving consumer goods.
Method: We have chosen a qualitative, descriptive study with an abductive reasoning approach where we have conducted qualitative... (More) - Title: Price Premium FMCG products - An exploratory study of the underlying factors why consumers would be willing to pay more
Date of seminar: 5th June, 2018
Course: BUSN39 Degree project in Global Marketing
Authors: Tanvir Ahmed Shuvo & Mentor Krasniqi
Supervisor: Burak Tunca
Keywords: FMCG, Price Premium, Consumption, Consumer behavior, Consumer culture, Quality, Perceived Value, Conspicuous Consumption, Product Involvement.
Thesis purpose: The purpose of our study is to examine what underlying factors affect consumers’ willingness to pay premium price for fast moving consumer goods.
Method: We have chosen a qualitative, descriptive study with an abductive reasoning approach where we have conducted qualitative interviews with target consumers.
Theoretical perspective: Our theoretical frameworks is divided into two major section. Consumer culture and consumer behavior theories. These theories aim to give a deeper understanding of consumer culture and consumer behavior which lead us to explore sociocultural and behavioral dynamics that drive premium FMCG consumption.
Empirical data: The empirical data is gathered through eleven n-depth interviews which brought us width and depth in the insights of underlying factors behind premium FMCG consumption.
Conclusion: All the collected data entails that the most influential factors, that affect consumers’ willingness to pay price premium for FMCGs, are Superior Quality, Product Involvement and Prestige & Self-esteem. Other strong factors were Taste & Cultural Capital, Health Consciousness and Brand & Loyalty, whereas some weak factors were found as well in Marketing & Advertisement, Packaging, Sustainability and Compulsive & Impulsive shopping. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8952902
- author
- Shuvo, Tanvir Ahmed LU and Krasniqi, Mentor LU
- supervisor
-
- Burak Tunca LU
- organization
- course
- BUSN39 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- FMCG, Price Premium, Consumption, Consumer behavior, Consumer culture, Quality, Perceived Value, Conspicuous Consumption, Product Involvement.
- language
- English
- id
- 8952902
- date added to LUP
- 2018-06-28 13:30:48
- date last changed
- 2018-06-28 13:30:48
@misc{8952902, abstract = {{Title: Price Premium FMCG products - An exploratory study of the underlying factors why consumers would be willing to pay more Date of seminar: 5th June, 2018 Course: BUSN39 Degree project in Global Marketing Authors: Tanvir Ahmed Shuvo & Mentor Krasniqi Supervisor: Burak Tunca Keywords: FMCG, Price Premium, Consumption, Consumer behavior, Consumer culture, Quality, Perceived Value, Conspicuous Consumption, Product Involvement. Thesis purpose: The purpose of our study is to examine what underlying factors affect consumers’ willingness to pay premium price for fast moving consumer goods. Method: We have chosen a qualitative, descriptive study with an abductive reasoning approach where we have conducted qualitative interviews with target consumers. Theoretical perspective: Our theoretical frameworks is divided into two major section. Consumer culture and consumer behavior theories. These theories aim to give a deeper understanding of consumer culture and consumer behavior which lead us to explore sociocultural and behavioral dynamics that drive premium FMCG consumption. Empirical data: The empirical data is gathered through eleven n-depth interviews which brought us width and depth in the insights of underlying factors behind premium FMCG consumption. Conclusion: All the collected data entails that the most influential factors, that affect consumers’ willingness to pay price premium for FMCGs, are Superior Quality, Product Involvement and Prestige & Self-esteem. Other strong factors were Taste & Cultural Capital, Health Consciousness and Brand & Loyalty, whereas some weak factors were found as well in Marketing & Advertisement, Packaging, Sustainability and Compulsive & Impulsive shopping.}}, author = {{Shuvo, Tanvir Ahmed and Krasniqi, Mentor}}, language = {{eng}}, note = {{Student Paper}}, title = {{PRICE PREMIUM FAST-MOVING CONSUMER GOODS}}, year = {{2018}}, }