Syftet med denna uppsats är att studera hur livsmedelsföretag hanterar sin marknadsföring samt undersöka vilken påverkan som sker på kundernas köpbeteende under en pandemi. Vidare vill undersöka vilka som tar beslut om åtgärder och förändringar under en pandemi. Studien kommer att bidra till att uppfylla ett enligt oss outforskat område inom marknadsföring kring hur livsmedelsföretag agerar på beslut från myndigheter vid en pandemi.   Forskningsfrågor:  -       Hur anpassar livsmedelsbutiker marknadsföringen vid en pandemi?  -       Hur påverkar en pandemi kundernas köpbeteende? -       Vilka beslutfattare styr livsmedelsbutikernas agerande vid en pandemi? / The purpose of this research is to study how grocery stores handle their marketing and to investigate the impact on customers buying behavior during a pandemic. Furthermore, we want to investigate who decides on actions and changes during a pandemic. The study will help to fulfill an unexplored area of marketing in our view of how grocery stores act on government decisions in a pandemic.   Research questions:  -       How do grocery stores adapt their marketing to a pandemic? -       How does a pandemic affect customer buying behavior? -       Which decision-makers control the behavior of grocery stores in the event of a pandemic?

Denna studie är en del av ett examinerade moment i form av ett examensarbete för två studenter vid Högskolan Dalarna. Där den ena har studerat Detaljhandelsprogrammet och den andra studerat Sport Management. Arbetet sammanfogar de båda programmen via fokus på effekten av livsmedelsbutiker marknadsföringsaktiviteter i form av sponsring gentemot deras kunder. Sponsring beskrivs som en form av associationsmarknadsföring där ett företagen kan betala för kommersiella rättigheter, exempelvis en person, företag eller evenemang. I denna studie fokuserar vi på livsmedelsbutiker som använder sig av idrottsföreningar för att skapa medvetenhet om varumärket genom att sponsra lokala idrottsaktiviteter. Syftet med studien är att ta reda på vilken inverkan dessa aktiviteter har på konsumenternas attityd. Vi vill undersöka hur väl livsmedelsbutikerna lyckats med sin sponsring genom att, via enkäter, fråga konsumenterna hur de upplever sponsringen hos livsmedelsbutiken där de handlar. Studien bygger på enkäter som delats ut till konsumenter utanför tre olika livsmedelsbutiker i Dalarna. Vid totalt fyra tillfällen uppgick antalet respondenter till sammanlagt 90 stycken med varierande ålder, civilstånd, idrottsintresse med mera. Resultatet visar att merparten av respondenterna inte besöker butiken på grund av sponsringsaktiviteten, men att de generellt sett har en positiv attityd mot det. Vi visar även skillnader i attityden mellan olika grupper med avseende på individers koppling till idrott, antal barn och ålder. Slutligen ser vi att kännedomen kring sponsringen är hög. / This study is an examination in the form of a bachelor dissertation by two students at Dalarna University. One of them has studied the retail program and the other one has studied the sport management program. This study merges the two programs by focusing on the effect that grocery stores’ marketing activities in the form of sports sponsorship has on their customers. Sponsorship is described as a form of association marketing where a company can pay for commercial rights, such as a person, company, or event. In this study we focus on grocery stores that utilize sport associations to create brand awareness by sponsoring local sport activities. The purpose of this study is to investigate the consumers attitude towards their local grocery stores from a sponsorship perspective. We want to examine how well the grocery stores have succeeded with their sponsorship by asking customers about their attitude and how they experience the sponsorship of the grocery store where they shop. The study is based on surveys that were distributed outside three different grocery stores in Dalarna. The number of respondents during these four occasions amounted to a total of 90, all with varying age, marital state, sports interest and so forth. The result shows that most of the respondent’s go to the specific grocery store because of the sponsorship activities, but that they generally perceive it as something positive. It also showed differences in perceived attitude depending on the degree of sports interest, number of children and age.

Den tekniska utvecklingen har skapat en unik möjlighet för den traditionella handelns verksamheter att övergå till en digital plattform eller e-handel. E-handeln har sett en stor ökning de senaste åren och anses vara ett seriöst alternativ till den traditionella handel då det ger konsumenter en möjlighet att anpassa tjänsten efter sina egna krav och behov.    Syftet med studien är att undersöka informationsutbyte mellan aktörer inom e-handelns dagligvaruhandel. Digitaliseringen innebär att konsument och leverantör av tjänsten inte möts som de tidigare gjort. Detta innebär att kommunikationen måste bli tydligare för att hjälpa konsumenten. Informationsutbytet mellan konsument och handlare måste ersättas med tillräcklig produktinformation för att underlätta kundens inhandling. E-handel och fysiska butiker skiljer sig på många sätt och hanteringen av färskvaror är en viktig aspekt.  Service-dominant logic (SDL) används som studiens primära ramverk för att analysera empirin och förstå vad som drar konsumenter till dagligvaruhandelns e-handel. SDL är en logik som till skillnad från sin föregångare ställer aktörer i centrum, inom dagligvaruhandeln inkluderar det primärt kunden och handlaren. Aktörerna skapar gemensamt ett value co-creation vilket kan ses som ett samskapat värde där båda parter måste finnas för att skapa ett värdeerbjudande.      Studien valde att utforma en kvalitativ undersökning utifrån tre centrala punkter: konsumentperspektivet, tekniska perspektivet och tjänsteperspektivet. Utifrån det gjordes intervjuer som sedan transkriberades och analyserades för att besvara studiens frågeställningar.    Analysen av resultatet gjordes genom studiens ramverk (SDL) samt den omskrivna litteraturen för att komma fram till ett resultat. Resultatet av analysen visar att studiens informanter upplever informationsutbytet som otillräckligt samt att det inte uppfyller deras krav kring tjänsten. Bristen av information påverkar därför även hanteringen av färskvaror, det framgår inte tydligt hur konsumenten ska gå till väga för att lösa situationen. / The technical development has created a unique opportunity for the traditional trade businesses to move to a digital platform or e-commerce format. E-commerce has seen a large increase in the past years and is considered a major alternative to the more traditional trade since it gives consumers an opportunity to adapt the service to meet their needs. The aim of the study is to investigate information exchange between actors involved in grocery stores e-commerce. The digitization means that consumers and suppliers of the service do not physically meet, which means that that communication must be replaced to help the consumer. The exchange of information between consumer and retailer must be replaced with sufficient product information to facilitate customer needs. E-commerce and physical stores differ in many ways and the handling of fresh produce is an important aspect. Service-dominant logic (SDL) is used as the study's primary theoretical framework for analyzing the empirical data and to better understand what draws consumers to the grocery trade's e-commerce. SDL is a logic that, unlike its predecessor, puts actors at the center, in the grocery trade it primarily includes the customer and the retailer. The actors create a value co-creation, which can be seen as a co-created value where both parties must be present to create the joint value. The study chose to design a qualitative study based on three central points: the consumer perspective, the technical perspective and the service perspective. Based on this, interviews were conducted which were then transcribed and analyzed to answer the study's questions. Analysis of the result was done with the theoretical framework (SDL) and the rewritten literature to arrive at a conclusion. The results of the analysis show that the study's informants perceive the exchange of information as insufficient and do not meet their demands regarding the service. The lack of information therefore also affects the handling of fresh produce, it’s not clear how the consumer should go about resolving the situation.

Background: Gamification is the application of game design elements in non-gameenvironments and is used to optimise experiences. Existing literaturedoes not explain which game design elements are applicable tosustainable grocery purchases or why. Grocers need to understandwhat motivates customers to purchase sustainably before applyinggame design elements in practice. Purpose: The purpose of this paper is to gain an understanding about howgamification could be used to encourage sustainable grocerypurchases. Research Question: Which game design elements are perceived by customers as motivators for purchasing sustainable groceries? Methodology: This research took a qualitative approach with an exploratorypurpose. The research approach is situated in the inductiveinterpretivist methodological research tradition. The empiricalmaterial was collected in two focus group discussions. A systematiccoding process was applied to uncover the meaning of theparticipants' perspectives. Conclusion: The findings of this study were that positive attitudes toward thegame design elements were required to encourage sustainablegrocery purchases. Game design elements could also shift the sourceof motivation to purchase sustainable groceries from external causesto internal goal-fulfilment. Endless game structures and the lure ofextrinsic rewards in the form of coupons and discounts were found tobe necessities in this context. The three important aspects of gamedesign elements found in this context are informational, progressive,and social. Contribution: This study is the first to explore the motivational, value-based, and attitudinal reasoning that explains why and how certain game design elements could motivate customers in the context of sustainable grocery shopping

The grocery retailing has evolved over the past 60 years from small, local retailers to out-of-town hypermarkets and now the rise of e-commerce of groceries is reshaping the landscape.   This report seeks to understand how the growing field of e-commerce of groceries is affecting a processing & packaging solution provider like Tetra Pak and further identify business opportunities for Tetra Pak. The company has a unique role within the food industry in which they sell around 185 billion packages every year and they have been reshaping the food industry to where it has gotten today with the iconic package for milk and the subsequent introduction of aseptic technology that made it possible to sustain a longer shelf life for its products.   Further, to achieve the research objective, three goals were set up:   Identify the value chain for e-grocery and compare with traditional grocery Identify implication e-grocery has on the packaging system Present business opportunities based on the findings   The first goal was achieved by mapping out e-grocers value chain from a holistic point of view and with further analysis the two following goals could be answered.   The value chain for e-grocery is evidentially different from the traditional value chain in that they offer a service of picking and packing and then deliver safely to the consumer. Within that service e-grocers are facing a lot of challenges and inefficiencies including the high operational cost for their delivery model, conveying the trustworthiness of their service, providing flexibility in line with the consumers’ lifestyle and preference in regards of time-slots and delivery option. Further, technological trends and ventures indicate that e-grocery will advance in the future. Considering technologies such as Big Data, Internet of Things (IoT), Machine Learning and Augmented Reality, will lead to new opportunities both for e-grocers but also food producers.   The packaging system for e-grocery indicated that new requirements such as Portion/recipe sized package, isolating grocery bags/ primary packages that can handle the last-mile distribution are needed. Further, Tetra Pak’s package Tetra Brick Aseptic is found to be suitable for e-grocery however it should be tested in order to know exactly how good it is. The stakeholder involved have optimized towards the traditional value chain and seeing that the online grocery shopping is gaining a rapid growth there are both opportunities and challenges to take upon.

Syftet med denna uppsats var att undersöka om och isåfall hur upplevelsen av matbutiker har förändrats hos föräldrar under covid-19 pandemin. Studiens frågeställningar är följande Hur ser föräldrarnas upplevelse av matbutiker ut? Finns det processer som har förändrat upplevelsen för föräldrar till matbutiker och isåfall vilka? Studien har tagit utgångspunkt i teorierna den socio rumsliga dialektiker, individnivån av den sociala nivå indelningen i samhället och även den kulturgeografiska förklaringen till varför människor konsumerar. De metoderna som använts i studien är kvantitativ enkätstudie och kvalitativ intervjustudie. Denna metod av datainsamling för att kunna besvara studiens syfte och frågeställningar. I resultatet presenteras i diagram, tabeller, citat, korsdiagram under olika teman utifrån respondenternas svar. Resultaten har presenterats på detta sätt för att hjälpa läsaren att se de resultat som studien ger. Avslutningsvis har slutsatserna i studien varit att en del föräldrar har upplevt en förändring i matbutiker och andra inte har inte upplevt det. Det har även visats att de processer som förändrats föräldrars upplevelse bygger på de sociorumsliga dialektiker och den individnivån som finns i samhället. / The purpose of this essay was to investigate if and how the experience of grocery stores has changed for parents during the covid-19 pandemic. The study's main questions are as followsWhat does parents' experience of grocery stores look like?Are there processes that have changed the experience for parents of grocery stores and if so, which ones?The study has been based on the theories of the socio-spatial dialects, the individual level of the social levels in society and also the cultural-geographical explanation of why people consume. The methods used in the study are quantitative questionnaire study and qualitative interview study. This method of data collection was chosen to be able to answer the study'spurpose and questions. The results are presented in diagrams, tables, quotes, cross-diagramsunder different themes based on the respondents' answers. The results have been presented in this way to help the reader see the results of the study. The conclusions of the study have been that some parents have experienced a change in grocery stores while others have not experienced that. It has also been shown that the processes that have changed parents' experience are based on the socio-spatial dialects and the individual level that exists insociety.

With the COVID-19 pandemic taking over the world faster than anyone had anticipated and creating a ‘new normal’, consumers had to adapt and get used to these changes. The pandemic caused lockdowns in several parts of the world, where businesses, schools, and stores had to shut their doors, although essential stores such as grocery stores remained open. Not only did this happen, but consumers' social life was also impacted as they were asked to stay at home and limit their contact with other people. The COVID-19 pandemic caused a shift in the practices of consumers, with food and safety being one of the most essential needs, consumers converted to stockpiling on food and hygienic products which led to a lower on shelf availability in grocery stores. Even though many countries around the world imposed a lockdown, Sweden never imposed any lockdown during the COVID-19 period, making it an interesting country to research. Although Sweden did implement some measures which for all public areas meant a limited amount of people allowed in the store, whereas other measures were more focused on recommendations such as keeping distance, avoiding large crowds, and working and studying from home as much as possible. Ultimately, the COVID-19 pandemic did impact university students in Sweden, as student life completely stopped on campus and classes were partly given through Zoom. The city of Jönköping is a city where many students live, and over 19.000 students are registered at the university of Jönköping. These students are in a crucial stage of their life where new experiences and changes are happening. This initiated the purpose of the study to research whether the COVID-19 pandemic has changed the grocery shopping practices of students pre and during the COVID-19 pandemic in the city of Jönköping. To perform the research a qualitative study has been conducted. An interview was formulated after reviewing the literature to gather information from university students in Jönköping, where the aim was to analyze their grocery shopping practices before and during the COVID-19 pandemic. A total of 15 university students were interviewed, in the age range of 23-26, who all study and live in the city of Jönköping during the pandemic. To study the practices of the students, the framework of Arsel and Bean (2013) has been applied. The objects and doings of the students pre and during COVID-19 have been researched and analyzed, and from the collected data, categories of meanings have been identified to analyze the meanings of the objects that were used and the doings that were performed by the informants. Changes in practices were identified in which the students mainly kept the same grocery shopping routine with adaptations to protect themselves against the virus. The grocery stores are visited less frequently, and items are avoided out of fear of getting infected. The main practices identified is that the students started to wash their hands, keep distance, and started to use hand sanitizer as protective measures. This thesis provides a guide for governmental institutions on how consumers react to regulations during a pandemic. Also, this may help grocery stores to know how consumers adapt their grocery shopping practices amidst a pandemic.

Problem: Nudging has come to be widely used by organizations who wish to influence the choices of their consumers. This concept has been greatly praised, criticized, discussed, and researched; however, this has mostly been set in offline environments, making nudging in online environments an area in need of further research. Over the last couple of years, grocery store e-commerce has increased immensely in popularity, a trend that is predicted to last and grow. Due to this, companies that offer online shopping will be required to understand and adapt in order to stay in the game. Purpose: This paper is an attempt to increase the knowledge of digital nudging and its usefulness, as a way to cope with a drastic demand change within the grocery store industry. The purpose of this study is to examine how nudging can be used to improve online shopping experience in the grocery store industry in Sweden. This paper is intended for students and professionals in business administration, and as well for nudge architects in the online grocery storeindustry. Method: This research is a qualitative study that has been conducted under an interpretivist paradigm with a dual research approach, deductive and inductive. Data have been collected through a literature review, one interview with a field expert within grocery store nudging, and nineconsumer families. After analyzing these data, conclusions could be drawn in answer to the study purpose. Conclusion: The main conclusion drawn from this study is that there are such large differences in consumer behavior in online versus offline environments that it is practically impossible to transfer nudges without making any adaptations or changes to the environment and/or the consumers behavior. Rather than trying to convert analog nudges to digital, the authors found that listening to the consumers’ wishes is the best way to find inspiration for digital nudge creation.

Due to COVID-19 the authors of the following study aim to examine how COVID-19 has affected society by studying its impact on grocery stores. The following study is based on a case study design where a total of four respondents have participated. All respondents are store managers and they have all been interviewed regarding questions that emphasise COVID-19 and its effect on their business, as well as how click & collect has played a role during COVID-19. The following study has used a qualitative research strategy with intentions to generate qualitative interviews that will underpin the result of the study. In order to answer the thesis, an issue was formulated that reads as follows: How and why has restrictions in physical stores during COVID-19 affected store managers in grocery stores and their sales through click & collect? In order to answer the issue that the study has presented, the study has been delimited to stores that are based in Stockholm. Furthermore it shall be said that the respondents who have participated in the study did so with the intention to remain anonymous. The conclusion of the study showed that click & collect has had an impact on grocery stores during COVID-19 due to the fact that store purchases have increased through the shopping channel. Furthermore the study presented that a new state of normality due to COVID-19 has occurred which benefits sales through click & collect. Finally the study has also shown that a synergy between the grocery stores physical and digital sales channels have occurred which benefits click & collect.

What are the factors that make non buyers hesitant to buy groceries online? The purpose of this study is to examine why non buyers hesitate to buy groceries online. Different factors are linked to two theoretical frameworks, namely Theory of planned behavior (TPB) and Technology acceptance model (TAM). This study is of a quantitative nature, by conducting a web-based questionnaire. The study applies a deductive approach in order to test the relationship between the dependent and independent variables of TPB and TAM in the context of non buyers of online grocery in Sweden. The main analysis for this study is a simple linear regression analysis. The results of this study show that the main predictor of non buyers’ hesitation to buy groceries online are the factors of perceived behavioral control. Other factors that had a significant effect on intention were the ones regarding attitude, external variables and perceived ease of use. While factors of subjective norm and perceived usefulness had no influence on non buyers’ intention.