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"Det är ju kunderna som bestämmer": En kvalitativ fallstudie på livsmedelshandeln och dess digitala utveckling av försäljningskanaler
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
"It is the customers who decide" (English)
Abstract [sv]

Digitaliseringen är den faktor som präglat hela detaljhandeln framåt och utvecklat nya försäljningskanaler. Av studiens resultat har framkommit att digitaliseringen ihop med kundens roll haft den största påverkan på hur försäljningskanalerna utvecklats. Studien har även påvisat viss problematik kring hur fysiska resurser på bästa sätt optimeras då branschen i framtiden tros bli allt mer digitaliserad och robotiserad. Idag strävar livsmedelsföretag att på bästa sätt kunna tillfredsställa kunders behov, vilket tagit dem fram till utvecklingen som skett. Företag kommer även i framtiden arbeta för att tillmötesgå och uppfylla ett unikt kundvärde. Resultatet påvisar att faktorer som tidsbesparing, effektivisering, integrering av försäljningskanaler samt robotisering är nödvändiga för en utveckling som ligger i framkant. 

Abstract [en]

Purpose and research question The purpose of the study is to investigate the change of various sales channels and the customer’s role in the retail sector and how representatives from companies believe that sales channels may develop in the future. With this as a starting point, four research questions have been developed with a focus on the grocery trade. 1. In what ways are sales channels considered? 2. What different types of customer values characterize the company’s work? 3. How is the customer’s role affected depending on the different sales channels? 4. How do representatives of the trade and consultants in the field consider sales channels may develop in the future? Method This thesis is based on this case study of qualitative method in the Swedish grocery trade. The foundation consists of a deductive approach with elements of induction aspects. Empirical data consists of eight semi-structured interviews, after which the respondents are representatives in both retail and grocery trade. Conclusion Digitization is the factor that has characterized the entire retail trade forward and developed new sales channels. The study's result revealed that the digitization together with the customer's role had the greatest impact on how the sales channels have developed. The study has also shown some problems with how ineffectively physical resources are utilized. Due to that the industry is believed to be increasingly digitized in the future. The grocery trade strives it’s best to satisfy the needs of the customer. This yearning has led to futher development. The results show that factors such as time optimization, increased focus on efficiency, and strengthening the integration of sales channels are necessary for the development of the industry. In the future companies will work to not only understand but meet a unique costumer need.

Place, publisher, year, edition, pages
2019. , p. 91
Keywords [en]
Retail, grocery trade, sales channels, the customer and digitalization.
Keywords [sv]
Detaljhandel, livsmedelshandeln, försäljningskanaler, kunden och digitalisering
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-86295OAI: oai:DiVA.org:lnu-86295DiVA, id: diva2:1336814
Educational program
Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2019-07-12 Created: 2019-07-10 Last updated: 2019-07-12Bibliographically approved

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CiteExportLink to record
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Citation style
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Output format
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