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National Brand Positioning in the Swedish Meat Market: How to maintain a price premium
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.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

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.
Keyword [en]
National brands, private labels, price premiums, positioning, meat
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-179878OAI: oai:DiVA.org:uu-179878DiVA: diva2:546960
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2012-09-03 Created: 2012-08-26 Last updated: 2012-09-03Bibliographically approved

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Master thesis_Rigaud & Shao(393 kB)387 downloads
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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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