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PRICE PREMIUM FAST-MOVING CONSUMER GOODS

Shuvo, Tanvir Ahmed LU and Krasniqi, Mentor LU (2018) BUSN39 20181
Department 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:
author
Shuvo, Tanvir Ahmed LU and Krasniqi, Mentor LU
supervisor
organization
course
BUSN39 20181
year
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}},
}