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Generic brands - is it as simple as it seems to be?: A quantitative study investigating the differences between Swedish and Lithuanian students' perceptions of generic brands
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Problem: Even though many types of research were conducted on generic brands, literature about Swedish and Lithuanian students on this perspective is almost nonexistent. Research questions: Which essential factors that shape the intention to purchase or not to purchase generic store brands differ between Lithuanian and Swedish students? What are the differences in the shopping behavior and perceptions of Swedish and Lithuanian students as consumers of generic brands? Does the packaging design highlight any differences between Lithuanian and Swedish students as consumers of generic brands? Methodology: We conducted an anonymous quantitative study. Lithuanian and Swedish students were the only respondents who were applicable for this research. All other respondents were filtered out. Conclusions: Lithuanians and Swedish students are somewhat similar in their intention to purchase generics. We noticed minor differences in their preferences for packaging. Furthermore, students differ in some aspects of shopping behavior and generic products preferences.

Place, publisher, year, edition, pages
2019. , p. 97
Keywords [en]
generic brands, shopping behavior, packaging design, cultural differences, Swedes and Lithuanians, students, perceptions, retail
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-85676OAI: oai:DiVA.org:lnu-85676DiVA, id: diva2:1328040
Subject / course
Business Administration - Other
Presentation
2019-06-05, 13:30 (English)
Supervisors
Examiners
Available from: 2019-06-25 Created: 2019-06-20 Last updated: 2019-06-25Bibliographically approved

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Thesis(2370 kB)16 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf