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Vårt eget märke?

Englund, Nils LU ; Hjelte Ekelund, Tove LU and Sjöberg, Elsa LU (2022) FEKH29 20212
Department of Business Administration
Abstract
Our own brand? - A qualitative study of loyalty to the grocery trade's private labels

Research question: Is there any form of loyalty to private labels in the Swedish grocery trade, and what are the reasons for this?
Purpose: To investigate the reasons behind consumers' loyalty to private labels in the Swedish grocery trade. As part of this, consumers' tendency for variety-seeking against private labels is also examined.
Methodology: Empirical data has been collected through 12 semi-structured in-depth interviews, where the respondents have been hand-picked to contribute a variety of perspectives on the subject.
Theoretical perspectives: Using theory about consumer behavior, loyalty and variation search, the collected material has... (More)
Our own brand? - A qualitative study of loyalty to the grocery trade's private labels

Research question: Is there any form of loyalty to private labels in the Swedish grocery trade, and what are the reasons for this?
Purpose: To investigate the reasons behind consumers' loyalty to private labels in the Swedish grocery trade. As part of this, consumers' tendency for variety-seeking against private labels is also examined.
Methodology: Empirical data has been collected through 12 semi-structured in-depth interviews, where the respondents have been hand-picked to contribute a variety of perspectives on the subject.
Theoretical perspectives: Using theory about consumer behavior, loyalty and variation search, the collected material has been processed and analyzed. Models used include the buying process and Oliver’s loyalty phases. Central is also the concept pair attitude and behavioral loyalty.
Result: Strong loyalty to EMV is unusual and is due to different attitudes towards EMV's different quality segments. The respondents to the standard and eco-segment have the strongest loyalty.
Conclusions: There are a number of reasons that underlie loyalty to private labels, and a lack of these also seems to lead to low or no loyalty. The reasons are that: private labels is perceived as affordable, feels safe and reliable, a positive attitude towards the store chain is reflected in its private label, that an individual private label-product is perceived as very good and that an individual private label-product has certain salient attributes. (Less)
Abstract (Swedish)
Vårt eget märke? - En kvalitativ studie av lojaliteten till dagligvaruhandelns egna märkesvaror

Forskningsfråga: Förekommer någon form av lojalitet gentemot EMV i svensk dagligvaruhandel, och vilka orsaker finns till detta?
Syfte: Att undersöka vilka orsaker som ligger bakom konsumenters lojalitet till EMV inom svensk dagligvaruhandel. Som ett led i detta undersöks även konsumenternas benägenhet att variationssöka mot EMV. 
Metod: Empiri har insamlats genom 12 semistrukturerade djupintervjuer, där respondenterna handplockats för att bidra med en mångfald av perspektiv på ämnet. 
Teoretiska perspektiv: Med hjälp av teori kring konsumentbeteende, lojalitet och variationssökning har det insamlade materialet bearbetats och analyserats.... (More)
Vårt eget märke? - En kvalitativ studie av lojaliteten till dagligvaruhandelns egna märkesvaror

Forskningsfråga: Förekommer någon form av lojalitet gentemot EMV i svensk dagligvaruhandel, och vilka orsaker finns till detta?
Syfte: Att undersöka vilka orsaker som ligger bakom konsumenters lojalitet till EMV inom svensk dagligvaruhandel. Som ett led i detta undersöks även konsumenternas benägenhet att variationssöka mot EMV. 
Metod: Empiri har insamlats genom 12 semistrukturerade djupintervjuer, där respondenterna handplockats för att bidra med en mångfald av perspektiv på ämnet. 
Teoretiska perspektiv: Med hjälp av teori kring konsumentbeteende, lojalitet och variationssökning har det insamlade materialet bearbetats och analyserats. Modeller som används är köpprocessen samt Olivers lojalitetsfaser. Centralt är också begreppsparet attityd- och beteendelojalitet.
Resultat: Det är ovanligt med stark lojalitet till EMV och beror på skilda inställningar gentemot EMV:s olika kvalitetssegment. Starkast lojalitet har respondenterna till standard- och eko-segmentet.
Slutsats: Det finns en rad orsaker som ligger till grund för lojalitet till EMV, och en brist på dessa tycks även leda till låg eller ingen lojalitet. Orsakerna är att: EMV uppfattas som prisvärt, känns tryggt och pålitligt, en positiv inställning till butikskedjan speglar av sig på dess EMV, att en enskild EMV-produkt upplevts som väldigt bra samt att en enskild EMV-produkt har vissa salienta attribut. (Less)
Please use this url to cite or link to this publication:
author
Englund, Nils LU ; Hjelte Ekelund, Tove LU and Sjöberg, Elsa LU
supervisor
organization
course
FEKH29 20212
year
type
M2 - Bachelor Degree
subject
keywords
Lojalitet, EMV, variationssökning, konsumentbeteende, varumärke Loyalty, private label, variety-seeking, consumer behavior, brand
language
Swedish
id
9075455
date added to LUP
2022-02-18 09:22:55
date last changed
2022-02-18 09:22:55
@misc{9075455,
  abstract     = {{Our own brand? - A qualitative study of loyalty to the grocery trade's private labels

Research question: Is there any form of loyalty to private labels in the Swedish grocery trade, and what are the reasons for this?
Purpose: To investigate the reasons behind consumers' loyalty to private labels in the Swedish grocery trade. As part of this, consumers' tendency for variety-seeking against private labels is also examined.
Methodology: Empirical data has been collected through 12 semi-structured in-depth interviews, where the respondents have been hand-picked to contribute a variety of perspectives on the subject.
Theoretical perspectives: Using theory about consumer behavior, loyalty and variation search, the collected material has been processed and analyzed. Models used include the buying process and Oliver’s loyalty phases. Central is also the concept pair attitude and behavioral loyalty.
Result: Strong loyalty to EMV is unusual and is due to different attitudes towards EMV's different quality segments. The respondents to the standard and eco-segment have the strongest loyalty.
Conclusions: There are a number of reasons that underlie loyalty to private labels, and a lack of these also seems to lead to low or no loyalty. The reasons are that: private labels is perceived as affordable, feels safe and reliable, a positive attitude towards the store chain is reflected in its private label, that an individual private label-product is perceived as very good and that an individual private label-product has certain salient attributes.}},
  author       = {{Englund, Nils and Hjelte Ekelund, Tove and Sjöberg, Elsa}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Vårt eget märke?}},
  year         = {{2022}},
}