Är unga nikotinberoende framtidens lojala kunder?
(2020) FEKH29 20201Department of Business Administration
- Abstract
- Title: Are young nicotine addicts our future loyal customers? A qualitative study about marketing and increased consumption of white snus.
Seminar date: 2020-06-03
Course name: FEKH29 - Bachelor Thesis in Marketing, 15 University Credit Points
Authors: Johanna Arnborger, Ellinor Johannesson och Hedvig Spenner Crona
Advisor: Oskar Christensson
Keywords: White snus, marketing, nicotine addiction, loyalty, change of image
Purpose: The purpose of this study is to examine how young people’s attitude to and everyday consumption of health-hazardous products can change due to its marketing.
Methodology: A qualitative study has been conducted using an abductive and hermeneutic approach. Furthermore, the data collection... (More) - Title: Are young nicotine addicts our future loyal customers? A qualitative study about marketing and increased consumption of white snus.
Seminar date: 2020-06-03
Course name: FEKH29 - Bachelor Thesis in Marketing, 15 University Credit Points
Authors: Johanna Arnborger, Ellinor Johannesson och Hedvig Spenner Crona
Advisor: Oskar Christensson
Keywords: White snus, marketing, nicotine addiction, loyalty, change of image
Purpose: The purpose of this study is to examine how young people’s attitude to and everyday consumption of health-hazardous products can change due to its marketing.
Methodology: A qualitative study has been conducted using an abductive and hermeneutic approach. Furthermore, the data collection consists of primary data that is based on structured focus group interviews and secondary data that is based on literature, internet sources and scientific papers.
Theoretical perspective: The theoretical framework is based on the model The Brand Resonance Model which is central within Brand Management.
Empirical foundation: The basis for the empirical data is based on two focus group interviews with four people in each group. All respondents are within the group age 18 to 25 and consume white snus.
Conclusions: The study showed that, despite the prevailing health trend among young people and a consciousness of the negative health effects with nicotine, companies manage to market their products in order to create positive associations towards them. Furthermore, this results in a harmful nicotine addiction that contributes to repurchases and increased consumption of white snus. Such a combination turned out to be factors that drive purchase intention of white snus and brand loyalty among young customers. (Less) - Popular Abstract (Swedish)
- Titel: Är unga nikotinberoende framtidens lojala kunder? En kvalitativ studie om marknadsföring och ökad konsumtion av vitt snus
Seminariedatum: 2020-06-03
Kursnamn: FEKH29 - Examensarbete i marknadsföring på Kandidatnivå, 15 högskolepoäng
Författare: Johanna Arnborger, Ellinor Johannesson och Hedvig Spenner Crona
Handledare: Oskar Christensson
Nyckelord: Vitt snus, marknadsföring, nikotinberoende, lojalitet, imageförändring
Syfte: Syftet med studien är att skapa en förståelse kring hur unga människors inställning till och vardaglig konsumtion av hälsofarliga produkter kan förändras på grund av dess marknadsföring.
Metod: En kvalitativ studie har genomförts med en abduktiv ansats samt ett hermeneutiskt... (More) - Titel: Är unga nikotinberoende framtidens lojala kunder? En kvalitativ studie om marknadsföring och ökad konsumtion av vitt snus
Seminariedatum: 2020-06-03
Kursnamn: FEKH29 - Examensarbete i marknadsföring på Kandidatnivå, 15 högskolepoäng
Författare: Johanna Arnborger, Ellinor Johannesson och Hedvig Spenner Crona
Handledare: Oskar Christensson
Nyckelord: Vitt snus, marknadsföring, nikotinberoende, lojalitet, imageförändring
Syfte: Syftet med studien är att skapa en förståelse kring hur unga människors inställning till och vardaglig konsumtion av hälsofarliga produkter kan förändras på grund av dess marknadsföring.
Metod: En kvalitativ studie har genomförts med en abduktiv ansats samt ett hermeneutiskt förhållningssätt. Vidare är uppsatsen baserad på datainsamling som utgörs av primärdata som bygger på helstrukturerade fokusgruppsintervjuer samt sekundärdata i form av böcker, internetkällor och ett flertal vetenskapliga artiklar.
Teoretiskt perspektiv: Den teoretiska referensramen utgörs av modellen The Brand Resonance Pyramid som är central inom Brand Management.
Empiri: Grunden för den empiriska datan utgörs av två fokusgruppsintervjuer bestående av fyra personer inom åldersgruppen 18 till 25 år i de båda grupperna, som alla konsumerar vitt snus.
Resultat: Studien visade att trots den rådande hälsotrenden bland unga och en medvetenhet om nikotinets negativa konsekvenser, lyckas företag marknadsföra sina produkter för att på så sätt skapa positiva associationer till dessa. Vidare resulterar detta i ett skadligt nikotinberoende som bidrar till återköp och ökad konsumtion av vitt snus. En sådan kombination visade sig vara faktorer som driver köp av vitt snus och varumärkeslojalitet bland unga konsumenter. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9024164
- author
- Spenner Crona, Hedvig LU ; Arnborger, Johanna LU and Johannesson, Ellinor LU
- supervisor
- organization
- course
- FEKH29 20201
- year
- 2020
- type
- M2 - Bachelor Degree
- subject
- keywords
- White snus, marketing, nicotine addiction, loyalty, change of image
- language
- Swedish
- id
- 9024164
- date added to LUP
- 2020-08-12 14:46:23
- date last changed
- 2020-08-12 14:46:23
@misc{9024164,
abstract = {{Title: Are young nicotine addicts our future loyal customers? A qualitative study about marketing and increased consumption of white snus.
Seminar date: 2020-06-03
Course name: FEKH29 - Bachelor Thesis in Marketing, 15 University Credit Points
Authors: Johanna Arnborger, Ellinor Johannesson och Hedvig Spenner Crona
Advisor: Oskar Christensson
Keywords: White snus, marketing, nicotine addiction, loyalty, change of image
Purpose: The purpose of this study is to examine how young people’s attitude to and everyday consumption of health-hazardous products can change due to its marketing.
Methodology: A qualitative study has been conducted using an abductive and hermeneutic approach. Furthermore, the data collection consists of primary data that is based on structured focus group interviews and secondary data that is based on literature, internet sources and scientific papers.
Theoretical perspective: The theoretical framework is based on the model The Brand Resonance Model which is central within Brand Management.
Empirical foundation: The basis for the empirical data is based on two focus group interviews with four people in each group. All respondents are within the group age 18 to 25 and consume white snus.
Conclusions: The study showed that, despite the prevailing health trend among young people and a consciousness of the negative health effects with nicotine, companies manage to market their products in order to create positive associations towards them. Furthermore, this results in a harmful nicotine addiction that contributes to repurchases and increased consumption of white snus. Such a combination turned out to be factors that drive purchase intention of white snus and brand loyalty among young customers.}},
author = {{Spenner Crona, Hedvig and Arnborger, Johanna and Johannesson, Ellinor}},
language = {{swe}},
note = {{Student Paper}},
title = {{Är unga nikotinberoende framtidens lojala kunder?}},
year = {{2020}},
}