Är seniorer förbisedda i den digitala marknadsföringen?
(2021) FEKH29 20202Department of Business Administration
- Abstract (Swedish)
- Titel: Är seniorer förbisedda i den digitala marknadsföringen? - En kvalitativ studie av ett marknadsledande livsmedelsföretag
Seminariedatum: 2021-01-14
Kurs: FEKH29 Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 hp
Författare: Jesper Hansson, Jesper Olsson och Sanne Persson
Handledare: Veronika Tarnovskaya
Fem nyckelord: Digital marknadsföring, e-handel, seniorer, livsmedel, STP-modellen
Syfte: Med utgångspunkt i det ökande intresse som seniorer nu börjat visa för att handla livsmedel online och den potentiellt stora kundgrupp som de kan utgöra i e-handelssammanhang vill vi i denna uppsats undersöka hur livsmedelsföretag arbetar med sin digitala marknadsföring för att nå ut och kommunicera mot... (More) - Titel: Är seniorer förbisedda i den digitala marknadsföringen? - En kvalitativ studie av ett marknadsledande livsmedelsföretag
Seminariedatum: 2021-01-14
Kurs: FEKH29 Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 hp
Författare: Jesper Hansson, Jesper Olsson och Sanne Persson
Handledare: Veronika Tarnovskaya
Fem nyckelord: Digital marknadsföring, e-handel, seniorer, livsmedel, STP-modellen
Syfte: Med utgångspunkt i det ökande intresse som seniorer nu börjat visa för att handla livsmedel online och den potentiellt stora kundgrupp som de kan utgöra i e-handelssammanhang vill vi i denna uppsats undersöka hur livsmedelsföretag arbetar med sin digitala marknadsföring för att nå ut och kommunicera mot seniorer.
Teoretiskt perspektiv: Fokus för arbetet är digital marknadsföring med två analysmodeller: STP-modellen och marknadsföringsmixen. Samt tidigare forskning om e-handel av livsmedel och marknadsföring mot seniorer.
Metod: Arbetet har gjorts med en kvalitativ undersökningsmetod med en abduktiv ansats. Detta på grund av att arbetet ämnas svara på en mer undersökande fråga som behöver analyseras på djupet.
Empiri: Studien har fokuserat på ett livsmedelsföretag vilket är ICA där en intervju genomfördes med Jörgen Eriksson. Detta kompletterades med egna observationer om ICA.
Resultat: Slutsatserna som dras i denna uppsats är dels att den digitala utvecklingen gett nya möjligheter som inte används på bästa sätt gentemot seniorer samtidigt anses lojalitet vara viktigare än ålder hos konsumenten och till sist har livsmedelsföretagen fått ett guldläge av tillströmningen av seniorer till deras e-handel som de måste ta tillvara på även efter pandemin. (Less) - Abstract
- Title: Are seniors overlooked in digital marketing? - A qualitative study of a market leading grocery company
Seminar date: 2021-01-14
Course: FEKH29 Business administration: Degree Project in Marketing, Undergraduate Level, 15 credits
Authors: Jesper Hansson, Jesper Olsson and Sanne Persson
Advisor: Veronika Tarnovskaya
Five keywords: Digital marketing, e-commerce, seniors, groceries, STP-model
Purpose: Based on the growing interest that seniors have now begun to show in shopping food online and the potentially large customer group that they can constitute in e-commerce contexts, we in this essay wants to investigate how grocery companies work with their digital marketing to reach out and communicate with seniors
... (More) - Title: Are seniors overlooked in digital marketing? - A qualitative study of a market leading grocery company
Seminar date: 2021-01-14
Course: FEKH29 Business administration: Degree Project in Marketing, Undergraduate Level, 15 credits
Authors: Jesper Hansson, Jesper Olsson and Sanne Persson
Advisor: Veronika Tarnovskaya
Five keywords: Digital marketing, e-commerce, seniors, groceries, STP-model
Purpose: Based on the growing interest that seniors have now begun to show in shopping food online and the potentially large customer group that they can constitute in e-commerce contexts, we in this essay wants to investigate how grocery companies work with their digital marketing to reach out and communicate with seniors
Theoretical perspectives: The focus of the work is digital marketing with two analysis models: the STP model and the marketing mix. As well as previous research on e-commerce of food and marketing against seniors.
Methodology: The method of research is qualitative with an abductive frontier. The reason for this was that the study aims to answer an examine question that needs to be analyzed in depth.
Empirical foundation: The study has focused on a grocery company, which is ICA where an interview was conducted with Jörgen Eriksson. This was supplemented with our own observations about ICA.
Conclusions: The conclusions drawn in this essay are partly that the digital development has provided new opportunities that are not used in the best way towards seniors, at the same time loyalty is considered more important than the age of the customer and finally food companies have been given a golden opportunity by the influx of seniors to their e-commerce and needs to take advantage of this even after the pandemic. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9035717
- author
- Hansson, Jesper LU ; Olsson, Jesper LU and Persson, Sanne LU
- supervisor
- organization
- alternative title
- En kvalitativ studie av ett marknadsledande livsmedelsföretag
- course
- FEKH29 20202
- year
- 2021
- type
- M2 - Bachelor Degree
- subject
- keywords
- Digital marknadsföring, e-handel, seniorer, livsmedel, STP-modellen
- language
- Swedish
- id
- 9035717
- date added to LUP
- 2021-03-17 09:08:53
- date last changed
- 2021-03-17 09:08:53
@misc{9035717,
abstract = {{Title: Are seniors overlooked in digital marketing? - A qualitative study of a market leading grocery company
Seminar date: 2021-01-14
Course: FEKH29 Business administration: Degree Project in Marketing, Undergraduate Level, 15 credits
Authors: Jesper Hansson, Jesper Olsson and Sanne Persson
Advisor: Veronika Tarnovskaya
Five keywords: Digital marketing, e-commerce, seniors, groceries, STP-model
Purpose: Based on the growing interest that seniors have now begun to show in shopping food online and the potentially large customer group that they can constitute in e-commerce contexts, we in this essay wants to investigate how grocery companies work with their digital marketing to reach out and communicate with seniors
Theoretical perspectives: The focus of the work is digital marketing with two analysis models: the STP model and the marketing mix. As well as previous research on e-commerce of food and marketing against seniors.
Methodology: The method of research is qualitative with an abductive frontier. The reason for this was that the study aims to answer an examine question that needs to be analyzed in depth.
Empirical foundation: The study has focused on a grocery company, which is ICA where an interview was conducted with Jörgen Eriksson. This was supplemented with our own observations about ICA.
Conclusions: The conclusions drawn in this essay are partly that the digital development has provided new opportunities that are not used in the best way towards seniors, at the same time loyalty is considered more important than the age of the customer and finally food companies have been given a golden opportunity by the influx of seniors to their e-commerce and needs to take advantage of this even after the pandemic.}},
author = {{Hansson, Jesper and Olsson, Jesper and Persson, Sanne}},
language = {{swe}},
note = {{Student Paper}},
title = {{Är seniorer förbisedda i den digitala marknadsföringen?}},
year = {{2021}},
}