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Mer än bara mättnad: En kvalitativ studie om värdeskapande hos lokala matproducenter
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
More than merely nourishment : A qualitative study of value creation at local food producers (English)
Abstract [sv]

Syfte: Studiens syfte är att analysera och klarlägga de styrkor och möjligheter som lokala matproducenter besitter och kan tillvarata för att positionera sig samt främja kundens värdeskapandeprocess.

Forskningsfrågor: 1. Vilka värdeskapande faktorer kan lokala matproducenter tillvarata för att möta konsumenternas efterfrågan och förväntningar?2. På vilket sätt kan lokala matproducenter förmedla sitt värdeerbjudande genom relevanta marknadsföringskanaler? 3. Hur kan lokala matproducenter positionera sig på en konkurrenskraftig marknad?

Metod: Studien har genomförts genom kvalitativ metod där den empiriska insamlingen har skett genom åtta semistrukturerade intervjuer med nio respondenter. Intervjupersonerna är sex lokala matproducenter och tre experter på området. Studien har genomförts med en abduktiv ansats med både induktiva och deduktiva inslag.

Slutsats: Utifrån studiens resultat har tre styrkor lyfts fram som karakteriserar branschen. Styrkorna är att de besitter ett unikt värdeerbjudande, har närhet till kunden och att de är ett medvetet konsumtionsval, vilket ligger i tiden. För att kunna positionera sig på marknaden bör de nyttja digitaliseringens möjligheter, tillvarata det personliga mötet och samverka producenter sinsemellan.

Abstract [en]

Purpose: The aim of this study is to analyse and clarify the strengths and opportunities that local food producers possess and can use to position themselves and to promote the customer's value creation process.

Research questions: 1. What value-creating factors can local food producers utilize to meet consumer demand and expectations? 2. How can local food producers convey their value offer through relevant marketing channels? 3. How should local food producers position themselves on a competitive market?

Method: This study is of a qualitative nature and the empirical data has been collected through eight semi structured interviews with nine respondents. The respondents consist of six local food producers and three experts on the subject. The study has been conducted with an abductive approach, which includes both inductive and deductive elements.

Conclusion: Based on the study's results, three strengths have been highlighted which characterize the industry. Firstly, they possess a unique value offering, secondly they have close interactions with their customers, thirdly they are making conscious choices in the current climate, which attracts the modern consumer. In order to be able to position themselves in the market, they should utilize the possibilities of digitization, make use of the personal interaction and collaborate between producers.

Place, publisher, year, edition, pages
2019. , p. 54
Keywords [sv]
Lokala matproducenter, värdeskapande, upplevelse, marknadsföring, positionering
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-85575OAI: oai:DiVA.org:lnu-85575DiVA, id: diva2:1326905
Subject / course
Business Administration - Other
Educational program
Business Administration and Economics Programme, specialization in Marketing, 180 credits
Supervisors
Examiners
Available from: 2019-06-19 Created: 2019-06-18 Last updated: 2019-06-19Bibliographically approved

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Type fulltextMimetype application/pdf

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