hig.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
According to Swedish Citizens - Sweden has the Safest and Best Food in the World: -Really?
Högskolan i Gävle, Akademin för utbildning och ekonomi, Avdelningen för ekonomi.
Högskolan i Gävle, Akademin för utbildning och ekonomi, Avdelningen för ekonomi.
2013 (Engelska)Självständigt arbete på avancerad nivå (masterexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Title: According to Swedish Citizens – Sweden has the Safest and Best food in the world – Really?

Level: Thesis for Master’s Degree in Business Administration

Authors: Benny Berggren and Mai Nasser Fouda

Supervisor: Jonas Kågström, Ph.D.

Date: May 20, 2013

Aim: The aim of this thesis is to fill the research gap on whether there are differences in how Swedish consumers remember publicized scandals in regards to the Country of Origin (COO), focusing on age, gender and time. Furthermore, this paper will also aim to look at how different scandals have affected the consumers trust based on whether foreign food scandals have a higher impact.

Methodology: Since this thesis tested different relationships a deductive approach was taken with a conclusive research design. Quantitative data was collected via a VAS-scale questionnaire to 187 individuals via random sampling at train stations which had a response rate of 75,9%. By using SPSS, the primary data was analyzed via a Correlation and Factor analysis in accordance with scientific articles from within the fields of Purchasing Decision theory, the COO and Consumer Memory. A semi-open telephone interview with an expert from within the food industry was conducted as additional explanations to the findings were needed.

Result & Conclusions: It was found that Swedish consumers remembered scandals differently depending on origin, and were according to themselves more affected by the foreign scandals. Gender did not have a preference depending on the COO of the product and consumer memory while age did. It was also found that trusting food was the essential theme throughout the empirical findings where the Swedish consumers valued cues such as food quality and food safety. This played a significant role on impacting the consumer’s long-term memory. Three different types of trust was found and divided by their characteristics; High-level-involvement products, the COO of the product or the company which the scandal was involved with, and finally, the size, positioning and equity of the brand involved.

Business implications: Media can be seen as a key source of spreading negative publicity regarding scandals. It is therefore extra important for companies to act immediately, especially if they have any of the three characteristics of trust since it influences the consumer’s long-term memory in a negative way. These three characteristics combined could have strong more negative impact on the companies, where there is a risk of losing potential & current business partners, decreased brand equity & image and risk of facing legal aspects. This can be very costly both financially and time-wise which ultimately could lead to a negative turnover.

Research Implications: future research is suggested to study why the results in this thesis differ from the other scientific findings when it comes to gender. Also suggested is that studies should be conducted similar to this, but based on specific types of food products since this thesis only studied food in general. Furthermore, studies comparing the effect of the consumer memory in regards to food scandals based on different companies are also suggested.

Key words: Country of Origin, Scandals, Memory, Trust, Purchasing behavior.

Ort, förlag, år, upplaga, sidor
2013. , s. 138
Nyckelord [en]
Country of Origin, Scandals, Memory, Trust, Purchasing behavior
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hig:diva-14426Arkivnummer: FE1: 57/2013OAI: oai:DiVA.org:hig-14426DiVA, id: diva2:627467
Ämne / kurs
Företagsekonomi
Utbildningsprogram
Ekonomprogrammet
Handledare
Examinatorer
Tillgänglig från: 2013-07-03 Skapad: 2013-06-11 Senast uppdaterad: 2013-07-03Bibliografiskt granskad

Open Access i DiVA

MBA Thesis 2013 - Benny Berggren and Mai Nasser Fouda(4017 kB)1152 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 4017 kBChecksumma SHA-512
f0e1d900dc0a9d4eb8ebb60751e8c84c61ec0fce91115d2d49929214133f0da01aa821e99f1ea1739a43671ff99744bf28f63385a58221aed8ee7f3842e42d26
Typ fulltextMimetyp application/pdf

Sök vidare i DiVA

Av författaren/redaktören
Berggren, BennyNasser Fouda, Mai
Av organisationen
Avdelningen för ekonomi
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 1152 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 1152 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf