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Vad hade ICA-Stig gjort?: En studie om matbutikers konkurrenskraft i mindre samhällen
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Studien visar att det finns ett flertal olika faktorer som ligger till grund för kundens butiksval samtidigt som det finns ett flertal attribut som påverkar en butiks konkurrenskraft. För att förstå hur en butik kan vara konkurrenskraftig innefattar därför att förstå vad en kund förväntar och värderar i en butik. För att skapa en djupare insikt i hur en matbutik kan vara konkurrenskraftig i mindre samhällen valde vi att genomföra en fallstudie. Fallet som undersöktes var ICA Nära Löttorpshallen som ligger på norra Öland. Vi intervjuade totalt åtta nyckelpersoner samt genomförde en fokusgrupp. Samtliga informanter och respondenter ligger till grund för studiens resultat. Av resultatet framgick att det som kunder i ett mindre samhälle värdesätter mest är ett brett sortiment och ett trevligt bemötande ifrån butikens personal. Butikens prisnivå var anmärkningsvärd men inte av någon större betydelse för butiksvalet.  

Abstract [en]

The study shows that there are several factors underlying the customer's store choice and there are several attributes that affect a store's competitiveness. To understand how a store can be competitive includes understanding what a customer expects and values in a store. In order to create a deeper understanding of how a grocery store can be competitive in smaller communities, we chose to conduct a case study. The case that we investigated was ICA Nära Löttorphallen, located on northern Öland. We interviewed a total of eight key individuals and conducted a focus group. All informants and respondents is the basis for the study's results. The result showed that customers in smaller communities value a wide range of products and a friendly and helpful staff. The store's price level was noteworthy but not of any great importance for the customers store choice.

Place, publisher, year, edition, pages
2016. , 77 p.
Keyword [en]
competitiveness, store choice, small communities
Keyword [sv]
konkurrenskraft, butiksval, mindre samhällen
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-53149OAI: oai:DiVA.org:lnu-53149DiVA: diva2:934386
Subject / course
Business Administration - Marketing
Educational program
Tourism Management Programme, 180 credits
Supervisors
Examiners
Available from: 2016-06-16 Created: 2016-06-08 Last updated: 2016-06-16Bibliographically approved

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CiteExportLink to record
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  • apa
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