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Social Marknadsföring: Konsumenters prioritering av funktionella och symboliska värden kopplade till konsumtionenav nötkött.
Blekinge Institute of Technology, Faculty of Engineering, Department of Industrial Economics.
Blekinge Institute of Technology, Faculty of Engineering, Department of Industrial Economics.
Blekinge Institute of Technology, Faculty of Engineering, Department of Industrial Economics.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Social Marketing : Consumers’ priorities of functional and symbolic values withregards to consumption of beef. (English)
Abstract [sv]

Titel: Social marketing: Konsumenters prioritering av funktionella och symboliska värden kopplade till konsumtionen av nötkött.

 

Författare: Ahl Niklas, Foong Yingwai, Mörk Victor

 

Handledare: Henrik Sällberg

 

Institution: Managementhögskolan, Blekinge Tekniska Högskola

 

Kurs: Kandidatarbete i Företagsekonomi, 15 högskolepoäng

 

Syfte: Uppsatsens syfte är att analysera under vilka omständigheter social marknadsföring påverkar konsumentens prioritering av funktionella och symboliska värden kopplade till konsumtionen av nötkött.

 

Metod: Enkätundersökning med uppföljningsintervjuer riktade till de tre segmenten; regelbundna nötköttkonsumenter, flexitarianer och vegetarianer. Dessa segment utgör konsumenter och icke konsumenter av nötkött. De konsumenter som medvetet valt att begränsa eller avstå från att konsumera nötkött måste ha grundat sitt beslut på skäl som inte är religiösa.

 

Slutsatser: Det finns förutsättningar för att påverka konsumtionen av nötkött genom social marknadsföring. Slutsatsen grundas på att samtliga segment primärt baserar sin konsumtion på sociala informationskällor samt att det fanns tendenser till att respondenter inom segmentet för flexitarianer både påverkade och blev påverkade av omgivande konsumenters konsumtionsbeteenden.

 

Nyckelord: Social marknadsföring, nötköttkonsumtion, konsumtionsbeteende

Abstract [en]

Title: Social Marketing: Consumers’ priorities of functional and symbolic values with regards to consumption of beef.

 

Authors: Ahl Niklas, Foong Yingwai, Mörk Victor

 

Supervisor: Henrik Sällberg

 

Department: School of Management, Blekinge Institute of Technology

Course: Bachelor’s thesis in Business Administration, 15 credits

 

Purpose: Purpose of this paper is to analyze the circumstances under which social marketing affect the consumer's priority of functional and symbolic values with regards to the consumption of beef.

 

Method: Written survey followed by interview session with focus on the three different segments of regular consumers of beef, flexitarians and vegetarians. These segments include both consumers and non- consumers of beef. All respondents who activly chose to restrict or refrain beef consumption has to base their decision on reasons which are other than religious.

 

Results: This paper found possible situations where social marketing influenced the consumer behaviour with regard to beef consumption. This conclusion is based on the fact that all segments included in this paper mainly based their consumer behaviour on social information sources. The result also showed a tendency for the respondents in the segment of flexitarians to both influence and to be influenced by each other's consumer behavior.

 

Keywords: Social Marketing, Consumption of Beef, Consumer behaviour

Place, publisher, year, edition, pages
2016. , 49 p.
Keyword [en]
Social Marketing, Consumption of Beef, Consumer behaviour
Keyword [sv]
Social marknadsföring, nötköttkonsumtion, konsumtionsbeteende
National Category
Business Administration
Identifiers
URN: urn:nbn:se:bth-13513OAI: oai:DiVA.org:bth-13513DiVA: diva2:1049904
Subject / course
FE1453 Bachelor's Thesis in Business Administration
Educational program
FEGEO Bachelor Degree Programme in Business Administration
Supervisors
Examiners
Available from: 2016-11-28 Created: 2016-11-26 Last updated: 2016-11-28Bibliographically approved

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