Thesis (M.Com. (Research))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences, 2015 / Amid the global drive to promote environmentally less threatening food production methods, marketers have been exposed to many opportunities as well as challenges, in their desire to profitably satisfy consumers‟ ever-changing needs and wants. In South Africa today, the organic food drive is budding, with key hypermarkets stocking an ever increasing collection of such foodstuffs. Of late, interest and consideration towards organically produced foodstuffs and purchasing intentions thereof have been augmenting in importance amongst many consumers, in their response to concerns about the effects of conventional farming practices on human health, environment, and food safety among others. As many consumers are increasingly becoming conscious about the positive benefits of non-conventional foodstuffs, marketers are now forced to devise new strategies that effectively incorporate these highly sought organic produces. For this reason, organic farming has been regarded as the best and most attractive alternative to inorganic farming and has led to the production of „new‟ foodstuffs. Consequently, the purpose of this study was to determine the antecedents of consumer purchase intentions for organic food in Johannesburg, South Africa. This study used a survey questionnaire for primary data collection and the gathered data was used to quantitatively test the hypotheses. Through Analysis of Moment Structures (AMOS) statistical software and by means of Structural Equation Modeling (SEM), the significance of the variables of this study was determined from a sample of 305 respondents across Johannesburg. Confirmatory Factor Analysis (CFA) was used to check model fit, reliability and validity of the measurement instruments while Path Modeling checked model fit and was ultimately used for hypothesis testing. The findings revealed that attitude was the key antecedent that provided the highest level of explained variance in consumer purchase intention for organic food while Woolworths was the most popular retail outlet for organic food. The findings of this study are thought to have contributed immensely to both theory and correspondingly informed practice. Likewise, the same results will continue to provide meaningful theoretical along with practical ramifications to concerned stakeholders. Indeed, it is also anticipated that the findings of this study will go a long way in guiding future research endeavours.

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The organic food market in Sweden has grown continuously in the last decades. This led many retailers and small stores to start selling organic food as well as extending their organic food assortment and variety extensively. In this thesis our purpose was to analyse the Swedish organic food market in terms of competition and business level strategy. The two main players in the market (ICA and Coop) were chosen to be analysed in more detail as well as a local store (Bikupan). The results of the local store were generalized for other small and local stores in Sweden. This was done to get a better picture of the market and about how the companies in the Swedish organic food market compete with each other. Our data was collected by doing three semi-structured interviews, two with Coop and one with Bikupan. Furthermore, we sent out one questionnaire to ICA. In the case of Coop, we interviewed the manager for sustainable development and one specific Coop store due its interesting concept “Green Room” where almost only organic food is sold. The answers were then linked with our general findings about the market as well as our theoretical framework and the following findings were made: ICA and Coop are the main competitors followed by Axfood there are not many differences between ICA and Coop competition is to some extent based on price increasing pressure on small, local stores due to the main players’ ever increasing market coverage ICA is closest to be the cost-leader, whereas Coop is somewhat more focusing on differentiation. Small, local stores are truly differentiated compared to Coop and ICA.

Abstract Title: Visual merchandising of organic versus non-organic products in supermarkets Authors: Alma Bolmstedt Svanqvist & Malin Carlén Supervisor: Mikael Hilmersson Examiner: Thomas Helgesson Level: Bachelor thesis - Marketing Keywords: Visual merchandising, Supermarkets, Groceries, Organic food. Research question: ”How and why do supermarkets distinguish and implement the presentation and visual merchandising of organic food from non-organic food?” Purpose: The purpose of this research is to provide new theoretical contribution of how the major food chains are working with visual merchandising and specifically how they differentiate organic products from non-organic products. This is to increase understanding of the specific topic for future research as well as for established and new companies that enter the organic food market. Methodology: This study is based on a combining research approach, which includes both a deductive and an inductive approach to answer the developed research question.Frame of references: Previously research regarding theories of consumer behaviour, Visual merchandising, Sensory marketing and visual elements and visual merchandising techniques are presented. Empirical findings: Primary data was collected and presented from three Swedish supermarkets. Analysis: The analysis compares the collected empirical data with the theoretical framework. Conclusion: The findings shows that the supermarkets studied in some areas distinguish between organic and non-organic products when planning the product presentation. However, the empirical result does confirm that those supermarkets do invest in organic products and that they are trying to increase the sales. A conclusion can also be made that much effort are invested in the planning process of visual merchandising.

The paper studied the structure of meals in selected restaurants in the Czech Republic and compared with selected Austrian catering facilities. The analysis shows that Austria is against the Czech Republic ahead of not only the quantity used in organic food, but also in the knowledge that is related to organic food. And not just in public catering facilities, but also in households. In the questionnaire survey was to determine knowledge about organic foods, the principles under which they were prepared, where you can buy at what price range varies. About the quality of organic food, people's interest in organic food, organic food as often used in homes both Czech and Austrian. Were also detected in the possibilities of school catering facilities, the reasons why organic food is often used and more. All of this was examined children's nursery school, primary school pupils and college students and executives interviewed kitchen. The result is that in the Czech Republic are used almost exclusively organic foods at home and rarely. While in the kitchens of school facilities for them is great interest either from the kitchen diners and employees. By contrast, in Austria, organic food is commonly used both in households and in public catering facilities and thein use is considered an asset. SWOT analysis derived from several sources provided by the Ministry of Agriculture, shows the appropriateness of inclusion of organic food to offer menus. Understanding the concept of organic food is gradually increasing, from our survey suggests that this concept students know 72% and 75% of staff kitchen. In Austria, this question knew the answer 100% of the respondents. 13% of respondents would welcome the offer of meals of organic foods in their cafeterias, dining halls in the Austrian would appreciate higher proportion of organic food. 60% of students in the questionnaire said that they can byu organic food in supermarkets, while in Austria prevails buy organic food directly on the farm. Most in the Czech Republic to sign purchase organic fruits and vegetables, in second place as milk and dairy products. In contrast to Austria, where most purchases organic milk and dairy products, fruit in second place and third place is vegetables.

The purpose of this paper was to understand the factors affect on consumer behavior while buying organic and non-organic food. The author of this study aims to answer the research question: “What types of factor effect on consumer ́s behavior and decision-making process while buying organic and non-organic food?” The structure of this chapter based on these models “Factor effects on consumer behavior” and “the process of consumer ́s decision shaping” to understand consumer behavior, decision- making process, followed by the information about organic food and rules and regulation for organic selling. A combined qualitative and quantitative study used to answer the research question. The layout of the research was based on questionnaires and the interviews from the manager of five different supermarkets (ICA Maxi, Coop, Willys, Netto, Lidl). The sample size of the questionnaire was 393. Both models from the existing literature restructured according to the results. Location of the supermarkets, quality of the food, services, prices of the food, plays important role in terms of decisions making process. Motivation plays a trigger role for the consumer to buy or reject the product and the most important is knowledge. Knowledge helps the consumer to make a better decision.

Diploma thesis on the topic of possibilities of marketing orientation on the organic market deals with organic farming and organic food. The first part is to get familiar with this issue. There are characterized differences between organic and conventional farming, the advantages and disadvantages of organic farming, animal and plant specifications of production, conditions that must be met if the transition from conventional to organic farming, the follow-up compliance with the conditions laid down by law. Another section is devoted to organic food and their characterization, organic certification and marketing. The practical part includes its own investigation with an awareness of consumers about organic food. The conclusion gives the specifics of organic farming and organic food, and based on the analysis and possible recommendations on marketing orientation.

This master thesis is focused on czech organic food and it role in current czech retailing. Organic food is nowadays widely discussed but czech local organic food is unjustly neglected. In the theoretical part of the master thesis, terms such as retailing and organic farming are defined, it also alyses czech retail market and czech organic food market. Analytical part, on the other hand, uses these termes in the actual analysis of the czech organic food market. Using data collected from 5 different retailers (Globus, Tesco, Interspar, Penny Market a Albet) I conducted a country of origin analysis. Last part of the thesis sums up recommendations to improve the position of czech local product, aimed at czech farmers, consumers and oficial organizations.