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Katt och hund ska bli vår kund!: En studie om Cura apotekets ambition att bli husdjursägarnas favoritapotek
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
We aim higher with your pet as our buyer! : A study about the Cura pharmacy’s ambition to be pet owners’ favourite pharmacy. (English)
Abstract [sv]

Datum: 2010-03-22

Nivå: Kandidatuppsats i företagsekonomi, 15 hp

Författare: Kristina Flintull, Malin Severin

Handledare: Nazeem Seyed-Mohamed

Titel: Katt och hund ska bli vår kund! En studie om Cura apotekets ambition att bli husdjursägarnas favoritapotek.

Syfte: Med Cura apoteket som uppdragsgivare syftar studien till att undersöka vilka kvaliteter företaget bör framhäva i sin marknadsföring för att bearbeta och bli ICA Maxi:s kundsegment husdjursägares favoritapotek. Studien utreder även huruvida åsikterna om kvaliteter skiljer sig inom segmentet; mellan katt- och hundägare samt mellan män och kvinnor.

Metod: Utifrån en kvalitativ intervju med Cura apotekets chef för inköp och sortiment presenteras teorier kring The Services Marketing Mix samt kundlojalitet. Med denna bakgrund genomfördes en kvantitativ enkätundersökning med 208 ICA Maxikunder med hund- eller katt. Telefonintervjuer med åtta deltagare från enkätundersökningen utfördes för att erhålla ett ytterligare kvalitativt perspektiv.

Slutsats: Inga betydande skillnader mellan män och kvinnors åsikter inom segmentet husdjursägare kan utläsas. Olika åsikter förekommer däremot mellan hund- och kattägare inom kundsegmentet, där hundägare är mest positiva till de kvaliteter Cura apoteket kommer att kunna erbjuda. Cura apoteket bör därför rikta sin marknadsföring främst mot ICA Maxi:s hundägare och framhäva personalens kunskap, ett brett produktsortiment, lönsamma kunderbjudanden samt utökad tillgänglighet genom lojalitetsskapande aktiviteter.

Abstract [en]

Date: 2010-03-22

Level: Bachelor Thesis in Business Administration, 15 credits

Authors: Kristina Flintull, Malin Severin

Advisor: Nazeem Seyed-Mohamed

Title: We aim higher with your pet as our buyer! A study about the Cura pharmacy’s ambition to be pet owners’ favourite pharmacy.

Purpose: The aim of this thesis is to study what qualities the Cura pharmacy should focus on in its marketing to become ICA Maxi’s segment pet owners’ favourite pharmacy. The study analyses differences in opinions about qualities within the segment; between cat- and dog owners as well as men and women.

Methodology: Based on a qualitative interview with the Cura pharmacy’s head of purchase and assortment, the theories of The Services Marketing Mix and Customer Loyalty are presented. A quantitative survey was conducted with 208 cat or dog owners who do their shopping at ICA Maxi. Phone interviews were then made with eight participants from the survey to obtain further qualitative perspectives.

Conclusion: No differences regarding opinions between men and women can be observed. Cat and dog owners have different views though, where dog owners are more positive to the qualities the Cura pharmacy will be able to offer. Therefore, the Cura pharmacy should focus their marketing mostly on ICA Maxi’s dog owners. The company should bring forward the knowledge of their pharmacists, their wide range of products, beneficial customer offers and extended availability, all through loyalty creating activities.

Place, publisher, year, edition, pages
2010. , p. 55
Keywords [sv]
The Services Marketing Mix, Kundlojalitet, Kundsegment, Husdjursägare, Cura apoteket
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-121686OAI: oai:DiVA.org:uu-121686DiVA, id: diva2:306136
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2010-04-27 Created: 2010-03-27 Last updated: 2010-04-27Bibliographically approved

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