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Människors val av lightprodukter och originalprodukter
University of Gävle, Faculty of Health and Occupational Studies.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

The essay aimed to investigate whether people choose light products or original products regarding dairy products and beverages as well as the motives for their respective choice. Finally the purpose was to find out where they had obtained the knowledge to make their choice and how they thought media had affected their choice.


The method used was a qualitative decsriptive study with three focus groups consisting of six women aged 40-50, six women aged 20-30 and four men aged 25-35. Each interview lasted 2 hours. The groups were a selection of comfort.  


The results showed that all respondents choose original products. The primary reason was because they thought that original products tasted better and had a better consistence. The two female groups thought that they had been affected by the media, while the male group on the other hand did not believe that they had been influenced.


One possible conclusion is that people easily can be affected by the media. This effect is both conscious and unconscious and has a great influence on the respondents’ choices of food and beverages. Further, it is obvious that people think it is most important to enjoy what they eat and drink.


Keywords: Light products, choice, media, attitudes   


Place, publisher, year, edition, pages
2011. , 38 p.
Keyword [sv]
lightprodukter, val, media, attityder
URN: urn:nbn:se:hig:diva-9516Archive number: HPPC-V11-6OAI: diva2:424132
Educational program
Health education
Social and Behavioural Science, Law
Available from: 2011-06-23 Created: 2011-06-17 Last updated: 2011-06-23Bibliographically approved

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