National Brand Positioning in the Swedish Meat Market: How to maintain a price premium
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
A global trend of decreased Willingness to pay(WTP) price premiums for national brands prevails.In this paper, the authors shed light on how national brands(NBs) can best defend their pricepremiums towards Private labels(PLs). This is done through studying what factors drives the WTPprice premiums for national brands and what attributes are important when consumers buy meatproducts.With inputs from the literature and conducted focus groups, a questionnaire testing our constructedhypothesis and the importance of attributes were collected from 163 respondents. A connection ismade to the theory of positioning using a customer-based brand equity concept.The results show that the WTP is driven by high perceived risk, perceived quality gap between NBsand PLs, is moderated by consumer involvement and mediated through PL experience. Swedishmeat, good animal husbandry, supporting farmers and locally produced meat were all importantattributes national brands should associate with their brands.
Place, publisher, year, edition, pages
2012. , 56 p.
National brands, private labels, price premiums, positioning, meat
IdentifiersURN: urn:nbn:se:uu:diva-179878OAI: oai:DiVA.org:uu-179878DiVA: diva2:546960
UppsokSocial and Behavioural Science, Law