Upplevelser som verktyg för differentiering av snabbrörliga produkter inom dagligvaruhandeln: en modell för kommersiell produktdifferentiering
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Retail is a highly competitive industry. Pressure is placed upon companies to package their products in a way that differentiates them from other products on the market. We have seen problems in this and have developed a model that provides product differentiation in terms of experiences that enrich the customer with added value. The report is based on methods and theories that create a condition for customers interests, involvment and engagement in a product experience, wich will result in a buying mood.We do this primarily by dealing with topics and theories such as consumer experience, consumer behavior, experience economy and theories within such as: the progression of economic value, the experience realms, three generations experiences, senses, thematisation, storytelling and the kano-model. In the report we also discuss topics like fast-moving consumer goods, customization and branding.Purpose of this study, ”to develop a general model for commercial differentiation of FMCG based on the experience economy” is examined from a positivist approach, with a deductive approach and is based on a research review. The purpose is answered by the model, ”Experience Circle”, consisting of six steps (product objectives, customer, customer behavior, tools, product experience and further development) which lead the company, the product and it’s brand into the experience economy. In this way the company increase the price of it’s product, forms a relationship with the customer and create a differentiation on the already crowded market, by creating experiences.The report is answering two questions:1. How FMCG with the use of experiences becomes a part of the experience economy?2. How can the results of research question one applied in a fast moving product in the grocery?These are answered by a research, theory, and by our model application that exemplifies the use of a FMCG.
Place, publisher, year, edition, pages
2014. , 75 p.
Social Behaviour Law, Retail, Differentiation, Personalization, Consumer Experience, Fast moving products, Experience Economy and Experiences
Samhälls-, beteendevetenskap, juridik, Dagligvaruhandeln, Differentiering, Individanpassning, Konsumtionsupplevelse, Snabbrörliga produkter, Upplevelseekonomin, Upplevelser, Upplevelseproduktion
IdentifiersURN: urn:nbn:se:ltu:diva-44251Local ID: 20b4bef5-52df-413c-8cce-ca813c201fb7OAI: oai:DiVA.org:ltu-44251DiVA: diva2:1017527
Subject / course
Student thesis, at least 15 credits
Professional Experience Production, bachelor's level
Validerat; 20140121 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved