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Egna märkesvaror – dagligvaruhandelns kronjuveler: En kvalitativ studie om de svenska dagligvaruhandelskedjornas förmedling av egna märkesvarors image
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
2011 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesisAlternative title
Private labels - The crown jewels of grocery retail : A study regarding the Swedish grocery retail chains intermediation of private label image (English)
Abstract [en]

The four grocery chains Axfood, Bergendahls, Coop and ICA, all providing private labels, dominate the Swedish grocery market. Through private labels, it may be possible to convey an image about the grocery chain's overall brand. Furthermore, it is important that the grocery chain's employees have a fairly consistent understanding regarding the company's image to achieve success.

The main purpose of this study is to examine how the intended image the Swedish grocery chains head offices will communicate through private labels is perceived among the store employees. The study intends to provide an expanded view among the grocery chains' work on internal communications regarding the image of private labels. The research method is qualitative. Further, personal semi-structured interviews were conducted with grocery chains' head offices and stores.

The survey shows that the need for internal communication is, in some cases, a higher priority among key offices than among the stores. Distinct differences can also be distinguished between grocery chains, where the main offices and stores perceptions of private labels in some cases differ. The survey also shows that the grocery chains' efforts with private labels differ depending on whether the private labels are possible to associate with the grocery chain's overall brand or not.

Abstract [sv]

Den svenska dagligvarumarknaden domineras av de fyra dagligvaruhandelskedjorna Axfood, Bergendahls, Coop och ICA som alla tillhandahåller egna märkesvaror (EMV). Genom EMV kan det vara möjligt att förmedla en image kring dagligvarukedjans samlade varumärke. Vidare är det av stor vikt att dagligvarukedjans medarbetare har en någorlunda samstämmig uppfattning gällande företagets image för att nå framgång.

Studien syftar till att undersöka hur den avsedda imagen, som svenska dagligvaruhandelskedjors huvudkontor ämnar förmedla genom egna märkesvaror, uppfattas bland butiksmedarbetarna. Undersökningen har för avsikt att ge en vidgad uppfattning kring dagligvarukedjornas arbete med den interna kommunikationen gällande EMVs image. Studiens forskningsmetod är kvalitativ där personliga semi- strukturerade intervjuer har genomförts med dagligvarukedjornas huvudkontor och butiker.

Undersökningen visar att behovet av intern kommunikation i vissa fall är större bland huvudkontoren än bland butikerna. Tydliga skillnader går även att urskilja dagligvarukedjorna emellan, där huvudkontorens och butikernas uppfattningar kring EMV som fenomen i vissa fall går isär. Undersökningen visar vidare att dagligvarukedjornas arbete med EMV är olika beroende på om de egna märkesvarorna är möjliga att associera till dagligvarukedjans samlade varumärke eller inte.

Place, publisher, year, edition, pages
2011. , 48 p.
Keyword [en]
Private labels, image, communication, loyalty, brand
Keyword [sv]
EMV, image, kommunikation, lojalitet, varumärke
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-61974OAI: oai:DiVA.org:su-61974DiVA: diva2:439153
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-09-07 Created: 2011-09-06 Last updated: 2011-09-07Bibliographically approved

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