Alla människor är beroende av mat. Sverige har en god livsmedelsindustri där sista steget är dagligvaruhandeln som hjälper till att Sveriges befolkning får mat på bordet. I och med att digitaliseringen ökat i vårt samhälle har det även senaste åren rapporterats i media om dataintrång riktade mot företag i Sverige. 2021 fick Coop stänga ner sina butiker då kassasystem slutade fungera på grund av en utpressningsattack mot leverantören av mjukvaran till kassasystemen som företaget använder.  Ökningen av dataintrång i Sverige har lett till att det blir allt viktigare att skydda informationen hos företagen. Information spelar en stor roll i en organisations affärsverksamhet där informationen kommer i kontakt med både teknik och människor. Det gör att ett aktivt informationssäkerhetsarbete är viktigt för att säkerhetsställa konfidentialiteten, integriteten och tillgängligheten hos företagets information. Genom en kvalitativ studie bestående av intervjuer med ledning och medarbetare på ett företag inom dagligvaruhandeln studerades hur företaget förhåller sig och arbetar med informationssäkerhet. Resultatet från intervjuerna analyserades genom att använda en tematisk analys där teman identifieras ur empirin. Resultaten av studien analyserades och diskuteras utifrån teorin med fokus på informationssäkerhetspolicys, säkerhetsmedvetenhet och organisationskultur. Slutligen diskuteras vikten av utbildning och träning för att öka säkerhetsmedvetenheten i företagets organisationskultur. / All humans need food. Sweden has a well functioning food industry, where the final step in the chain is the grocery trade and where the people can buy their food. As digitalization has increased in our society there have also been reports in the media in recent years about ransomware attacks on companies in Sweden. In 2021 the grocery chain Coop had to close their stores when their cash register system stopped working because of a ransomware attack against the supplier of the software of the system for the company’s cash registers.  The increase of computer breaches in Sweden has made it increasingly important to protect the information at companies. The information plays an essential role in an organization's business processes where it comes in contact with both technology and people. This means that active information security work is important to ensure the confidentiality, integrity and availability of the organization’s information. With the use of a qualitative study consisting of interviews with the management and employees of a company in the grocery trade a study was performed on how the company relates to and works with information security. The result from the interviews was analyzed using thematic analysis where themes were identified from the collected data. The results from the study were analyzed and discussed based on the theory with focus on information security policies, security awareness and organizational culture. Lastly the importance of education and training to increase the security awareness in the company’s organizational culture was discussed.

Consumer culture of social classes in terms of food purchasing and consumption habits Monika Novotná Abstract This work deals with historical and sociological view on the issue of grocery obtaining and consumption between the end of World War II to the present. Grocery obtaining and consumption is understood as a symbolic expression of social status in society. The work is divided into two parts. Theoretical-historical part examines how food consumption is linked to changes of social stratification. Research part of thesis builds on the theme of food consumption by examining the shopping habits in relation to social class. The main question of theoretical-historical part is whether and how food consumption, relates to social differentiation. Trend of convergence of differences in consumption and rate of consumption stratification of social classes are monitored in time series in two eras - the communist period and the period after 1989. For both periods, a secondary analysis of historical data on the consumption of specific types of food that aims to detect differences or similar trends between social classes. While in the period of communism different social strata tend to convergence their consumption, with the exception of the cooperative farmers, whose consumption is influenced by self-supplying, after...

Online mathandel är en ständigt växande tjänst i Sverige eftersom fler människor börjar handla sin mat på nätet. Trots det äter svenskarna inte nyttigt då över 51% av befolkningen är överviktiga eller lider av fetma vilket kan leda till allvarliga sjukdomar. Inkluderingen av frukt och grönsaker i den dagliga kosten har visat sig vara det optimala sättet att motverka övervikt och sjukdomar. Sedan år 2010 har termen gamification bildats och inneburit att spelelement har använts inom olika sammanhang utanför spel. Studier har visat att implementeringen av gamification och spelelement som exempelvis poäng, badgesoch leaderboards inom olika tjänster har haft positiva inverkan inom lärande, undervisning och framförallt motivation. Syftet med studien var att undersöka hur gamification kunde motivera människor att handla mer frukt och grönsaker via en online mathandelssida. Studien genomfördes med en high-fidelity prototyp innehållande spelelementen badges, leaderboards, avatarer, poäng, förloppsindikatorer och feedback och testades på sex deltagare som tidigare hade handlat mat på nätet. De kvalitativa metoderna observation och intervju användes för att generera resultatet. Undersökningen resulterade i att deltagarna upplevde ökad motivation för att handla mer frukt och grönsaker och visade att gamification även kunde implementeras inom mathandel på nätet. / Online grocery shopping is an ever-growing service in Sweden, as more people are starting to purchase their food online. Despite this, the Swedes do not eat well since over 51% of the population is overweight or obese, which can lead to serious diseases. The inclusion of fruits and vegetables in the daily diet has proven to be the optimal way to counteract obesity and diseases. Since year 2010, the term gamification has been formed and has meant that game elements have been used in different contexts outside of games. Studies have shown that the implementation of gamification and game elements such as points, badges and leaderboards in various services has had a positive impact on learning, teaching and, above all, motivation. The purpose of the study was to investigate how gamification could motivate people to purchase more fruit and vegetables via an online grocery shopping site. The study was conducted with a high-fidelity prototype containing the game elements badges, leaderboards, avatars, points, levels and feedback and was tested on six participants who had previously purchased food online. The qualitative methods of observation and interview were used to generate the result. The study resulted in the participants experiencing increased motivation to purchase more fruit and vegetables and showed that gamification could also be implemented in online grocery shopping services.

Thesis submitted in fulfilment of the requirements for the degree Master of Technology Consumer Science: Food and Nutrition in the Faculty of Applied Sciences at the Cape Peninsula University of Technology 2013 / Consumer debt has escalated in South Africa ever since the country sank into a recession in early 2009. One of the many consequences of this economic downturn has been a major increase in energy, transport and food prices. Food-buying strategies can be used by consumers to help to reduce the amount of money, which is spent on food, and increase funds that are available for other household expenses. The main objective of this study was to determine the use of four pre-selected food-buying practices by consumers who reside in different socio-economic status (SES) areas in the City of Cape Town. Residents of lower SES areas have been found to have purchasing patterns that are different to those who live in higher SES areas. The subsidiary objectives were to further establish whether there is a difference in the use of food-buying practices by consumers who reside in different SES areas, and to ascertain whether shopper and demographical characteristics have an influence on the use of food-buying practices among consumers in general as well as among consumers within the same SES area. A consumer intercept survey was conducted after being granted ethics approval. Three groups of respondents that represent a low, middle and high SES area were systematically sampled. A total of 1 200 consumers (95% response rate) who are older than 18 years anonymously and voluntarily participated in the study, which was conducted at pre-selected stores in the suburban areas of Delft (low SES area), Maitland (middle SES area) and Meadowridge (high SES area) in the City of Cape Town. These areas and stores were selected to represent the SES of households or consumers, respectively, based on the demographic and employment profile that was provided for each by Statistics South Africa‟s 2001‟s census profiles. The data was collected by using a pilot tested structured, self-administered questionnaire consisting of mainly multiple-choice questions, which gathered information from the respondents regarding their shopper and demographic characteristics, as well as their frequency of use of the four food-buying practices (represented by six structured questions each) as: (i) use of a shopping list; (ii) use of advertisements to plan shopping; (iii) comparison of prices amongst different brands; and (iv) avoidance of impulse buying. These food-buying practices were selected based on available consumer education literature, which focused on the use of these food-buying practices and a pilot study that was conducted in 2011, which indicated that these four practices were most frequently used by the consumers who were surveyed. Within each SES area most of the Cronbach‟s alpha coefficients that were obtained were >0.9 among the six questions, which represented each food-buying practice, and reflected strong internal consistencies among the questions. The Generalised Linear Model analysis of variance utilising the Wald statistic, which is based on the chi- square distribution and Bonferroni pair-wise comparisons, were used to determine significant differences between respondents‟ use of the food-buying practices and their SES area group, as well as their shopper and demographic characteristics. A significant level of p<0.001, as well as p<0.05 was used. Most (60 to 80%) of the respondents in each SES area are female. Within the total sample, low and middle SES areas a majority (62 to 73%) of the respondents were between 26 to 55 years of age, whereas in the high SES area a majority (63.5%) of the respondents were 46 years and older. In general, more than half (52 to 56%) of the respondents were married and most (38 to 55%) were employed full-time and had household sizes, which mainly (18 to 23%) consist of two to four members. Regarding highest level of education attained, most of the respondents in the total sample either had a Grade 8 to 11 (37.6%) or a Grade 12 (24.7%), whereas most (54%) respondents in the high SES had either acquired a post-matric diploma or certificate, degree or post-graduate degree. Most (67 to 89 %) of the respondents within the total sample, middle and low SES area associated themselves with the Coloured population group, whereas most (56.7%) of the respondents in the high SES area associated themselves with the White population group. Concerning household monthly income, two thirds (65%) of the respondents within the high SES area had an income of R12 801 upward; most (77.5%) of the respondents within the middle SES area had an income of R801 to R12 800 per month; and more than half (57%) of the respondents in the low SES area received an income of R800 to R3 200 per month. In general, most respondents indicated that they shopped for food once a week (33 to 48%); took less than half an hour to shop for food (40 to 52%); and usually shopped alone for food (68.9%). Cash was the most prevalent means of payment among respondents within the total sample (66.7%), middle (70.5%) and low (93%) SES areas, while most (43.2%) respondents in the high SES area paid by means of a debit card. Among the respondents who reside in the different SES suburban areas, differences in the use of food-buying practices were revealed. Respondents within the high (p<0.001) and middle (p<0.05) SES areas displayed a higher propensity to use a shopping list, yet a lower propensity to use advertisements compared to respondents within the low SES area. Respondents within the low and particularly middle SES area displayed a higher propensity to compare prices (p<0.05) compared to respondents within the high SES area. No differences (p>0.05) for the avoidance of impulse buying as a food-buying practice were found among respondents within a low, middle and high SES area. A largely low propensity to avoid impulse buying was found. Regarding shopper characteristics, the respondent payment method influenced the use of a shopping list (p<0.05), use of advertisements (p<0.05 and p<0.001 between the payment methods) and propensity to avoid impulse buying (p<0.05) as food-buying practices within the low SES area. Among respondents, in general, the payment method influenced the avoidance of impulse buying (p<0.05) as a food-buying practice. The length of time that it took to shop influenced the use of a shopping list (p<0.05) as a food-buying practice within the low SES area and the propensity to compare prices of different brands (p<0.05) as a food-buying practice within the middle SES area. Shopping frequency influenced the use of advertisements (p<0.05) as a food buying practice within the low SES area and co-shopping influenced the propensity to avoid impulse buying (p<0.05 and p<0.001 between the various co-shoppers) as a food-buying practice within the low SES area, as well as the propensity to use advertisements (p<0.05) as a food-buying practice within the high SES area. Gender influenced the use of a shopping list (p<0.05) as a food-buying practice within the high SES area and the use of advertisements (p<0.05), as well as the propensity to avoid impulse buying (p<0.001) as food-buying practices within the middle SES area. Gender also affected the propensity to compare the prices of different brands (p<0.05) as a food-buying practice within the low SES area and among respondents, in general, the propensity to avoid impulse buying (p<0.05), as well as the use of advertisements (p<0.001) as food-buying practices. Employment status affected the use of a shopping list (p<0.05) as a food-buying practice within the high SES area. Population group affected the propensity to use advertisements as a food-buying practice within the low SES area (p<0.05 and p<0.001 between the population groups) and among the respondents, in general, (p<0.05). Household monthly income affected the propensity to compare the prices of different brands (p<0.05) as a food-buying practice within the high SES area. Among the respondents, in general, household monthly income affected the propensity to compare the prices of different brands (p<0.05 and p<0.001 between the income groups) and the use of advertisements (p<0.05) as food-buying practices. The study confirmed that there are differences in the use of food-buying practices among consumers who reside in different SES areas, and further identified specific shopper and demographic characteristics that have an effect on consumers‟ (in general, as well as within the same SES area) use of food-buying practices. Since food-buying practices can be used by consumers to manage their household income expenditure on food, consumer awareness of these practices, in particular the avoidance of impulse buying should be promoted through educational efforts ideally by food retail companies. These companies have the resources and capability to communicate with consumers regularly (while shopping in-store), and can inform their customers about food-buying practices that would help them to save money and/or make additional funds available for other essential household expenses.

Objective: Food insecurity among South Asians in the US is a public health issue. Food insecure adults face a plethora of adverse outcomes and research shows that individuals with ancestral origins from South Asia have a higher susceptibility rate for cardiovascular disease after migrating to urban environments. As such, the goal of this study was to research possible barriers South Asians face when creating cultural dishes in the US. Methods: This was a convergent parallel mixed-methods analysis to understand how South Asians feel about food insecurity. Pricing and availability of cultural food items were obtained from South Asian and Western grocery stores. Focus groups were conducted among twelve participants who identified as South Asian immigrants where participants discussed their experiences obtaining cultural food items. After the interviews, the discussions were transcribed, and patterns were identified and analyzed. Results: The results of the study demonstrate that South Asians find barriers such as availability, price, and quality when shopping for cultural food items. Participants reported cooking cultural foods at a lower frequency than what they would prefer because while many of the food items commonly used in cultural dishes were available at both Western and South Asian grocery stores, South Asian stores were more expensive. Furthermore, participants reported that some culturally specific ingredients were not available at South Asian stores thus further limiting their ability to cook healthy items. Conclusion: The results of the study highlight the need for more public health initiative to address food insecurity among South Asians in the US.

Around one percent of the Swedish population is defined as visually impaired and ten percent of them are classified as blind (Funka, n.d.; SRF, 2017a). A study shows that the prevalence of nearsightedness will increase to around half the population in the world in 2050 (Holden et. al., 2016). This suggests an increased need for solutions that work for people with reduced vision, not only for visually impaired but for a large group of the population. The aim of the project is to conceptualize a technological mainstream solution that supports people when shopping for groceries. The focus is on making this solution accessible for people with low vision. The project was planned based on the human-centered design process described by IDEO.org (2015), with an overall process divided into three phases: inspiration, ideation, and implementation. In the first phase, inspiration, a literature review was done, different field studies and other research methods were carried out. The outcome of the phase was three personas, two scenarios, and a design specification. During the second phase, ideation, the project scope was narrowed down – focusing on physical grocery stores (excluding online stores) and on conceptualizing a smartphone application. An ideation workshop was conducted, followed by concept creation, paper prototyping, scenario writing, user evaluations and a final concept selection. In the last phase, implementation, follow up feedback sessions were held and a simulation test of the final concept was held. Visualizations and presentation of the final concept were done. A list of summarized design principles was created, as support for further work on designing the application for low vision users. The final concept is based on a smartphone application that supports the customer through shopping list management, aisle navigation, item selection and item scanning, for a seamless customer experience for both people with full and low vision. The technology that will be utilized is Pricer AB's electronic shelf labels (ESL) with item positioning, customer navigation, and individual flashing light, combined with the grocery store online database with item descriptions and images. Here follows an example of how the interaction could look like for someone with low vision: He always prepares his shopping list before heading to the store, this way he knows the shopping will be easier for him. In the store, he gets all items on the list presented in the correct order of the store, in that way he knows what to search for. When looking for soy sauce from his shopping list he has trouble remembering where the section is, so he checks it up with the navigation. He realizes that it was just around the corner of where he just passed by. Once at the section he is presented with a list of different soy sauces in the application, matching his location, previous purchases and the soy sauce on his shopping list. He can now select the one that he prefers, and a picture of it appears on the screen, simultaneously a flashing green light appears by the item on the shelf, and he can easily and independently find the way right up to the soy sauce he wants. / Ungefär en procent av Sveriges befolkning är synskadade, och tio procent av dem är så pass gravt synskadade att de kan definieras som blinda (Funka, n.d.; SRF, 2017a). Enligt en studie förväntas närsynthet världen över att öka, och under 2050 vara uppe i hälften av jordens befolkning (Holden et. al., 2016). Detta tyder på ett ökat behov av lösningar som fungerar för personer med nedsatt syn, inte bara för synskadade utan för en stor del av befolkningen. Målet med projektet är att undersöka nuläget och behoven för synsvaga personer när de handlar mat, för att sedan kunna utveckla universell teknisk ­lösning som ska fungera som ett stöd när man handlar mat. Projektet planerades utifrån en människocentrerad designprocess beskriven av IDEO.org (2015), som är indelad i tre faser: inspiration, idégenereringen och genomförande. I den första fasen, inspiration, gjordes en litteraturstudie, flera fältstudier genomfördes, samt andra research metoder. Resultatet här var tre personas, två scenarion och en designspecifikation. Under den andra fasen, idégenereringen, ställdes nya avgränsningar upp för projektet – fokuset riktades nu mot den fysiska butiker (avgränsning från e-handeln) och att målet skulle vara att ta fram en smartphone-applikation. En idéworkshop genomfördes, konceptgenerering, skapande av pappersprototyper, scenarion, utvärdering med användare och ett slutligt konceptval. I sista fasen, genomförande, följdes det slutliga konceptet upp med tidigare deltagare och det slutliga konceptet testades i en simulerad studie. Visualisering och presentation av slutkonceptet gjordes. Designprinciper för utveckling av applikationer för synsvaga sammanfattades, för att fungera som stöd för vidare arbete med utveckling av konceptet. Slutkonceptet bygger på en smartphone-applikation som ska fungera som stöd för kunden, från skapandet av inköpslista, navigering i butiken, val och identifiering av varor och slutligen att scanna varan. I sin helhet skapar detta en komplett lösning i mataffären för både seende och synsvaga kunder. Tekniken som ska utnyttjas för konceptet är Pricer AB's elektroniska hyllkantsetikett-system (ESL-system) med positionering, kundnavigering samt en lysdiod på varje enskild etikett, i kombination med butikens online-databas med produktbeskrivningar och bilder på varorna. Här kommer en beskrivning av hur interaktionen med systemet kan gå till för någon som är synsvag: Han förbereder alltid sin inköpslista innan han går till affärer, eftersom han vet att det underlättar för honom. Väl i butiken får han varorna från inköpslistan presenterade i den ordningen de kommer, vilket förenklar letandeprocessen. När han letar efter sojasås som han har på listan har han svårt att komma ihåg var i butiken han hittar den, så han kollar upp det med navigeringsfunktionen. Han inser då att han missade den just bakom hörnet som han gick förbi. Väl framme vid sektionen får han en lista med olika sojasåser presenterade i applikationen, de baseras på hans position i butiken, tidigare köp och vad han har på inköpslistan. Han kan nu välja den han gillar och får då en bild på varan på sin skärm, samtidigt som en grön lampa blinkar precis där varan är placerad på hyllan. Han kan nu enkelt och självständigt plocka varan han vill ha från hyllan.

Background: A common assumption in business research is that first-movers in new markets often tends to have competitive advantages that sequent companies find difficult to compete with. Recently the formal research usability has begun to be questioned. The empirical basis there search of this area rests on, is criticized of being too homogenous. The research that’s been done have often focused on specific industries with certain types of entry barriers. Purpose: The purpose of this paper is to study if there are benefits to being a first-mover in the industry for grocery bags online. The study will use a methodological triangulation in an effort to make a methodological contribution in this research field. Theory: The theoretical framework used in the study is First-mover advantage and Later-entrant advantage. Delimitations: The quantitative part of the study will analyze 15 companies dealing with grocery bags online in Sweden. In the qualitative part of the study a delineation of the population will be made. Five companies were chosen for this part of the study. Methodology: A methodological triangulation was used to increase coherence in the study. Information about the 15 companies consisted of different types of documents such as annual reports and press releases. In the qualitative part of the study semi-structured interviews with different respondents at the different companies was done. / Bakgrund: Ett vanligt förekommande antagande inom företagsekonomin är att företag som är först in på en marknad ofta har långtgående konkurrensfördelar som efterföljande företag har svårt att konkurrera med. På senare tid har forskningens användbarhet börjat bli ifrågasatt. Det empiriska underlaget som forskningsfältet vilar på kritiseras för att vara för homogent. Forskningen är ofta gjord på industriella företag med specifika inträdesbarriärer. Syfte: Syftet med studien är att undersöka faktorerna som avgör en first-movers fördelar samt resultatet av fördelarna. Studien undersöker företag som levererar färdiga matkassar på internet i Sverige. Med hjälp av en metodologisk triangulering kommer ett bidrag att göras till forskningsfältet. Teoretiskt perspektiv: Det teoretiska ramverk som använts i undersökningen är first-mover advantage och Later-entrant advantage. Avgränsning: Undersökningen är avgränsad till att undersöka registrerade bolag i Sverige som levererar färdigplanerade matkassar på internet. Urvalet för den kvantitativa undersökningen består av 15 företag. I den kvalitativa undersökningen, består urvalet av 5 företag. Metod: Undersökningen är uppdelad i två delar där två olika metoder användes. Dels en kvantitativ undersökning och en kvalitativ undersökning. En metodtriangulering genomfördes för att öka samstämmigheten i undersökningen. Information om de 15 företagen hämtades från olika typer av dokument, som årsredovisningar och pressmeddelanden. I den kvalitativa undersökningen genomfördes semistrukturerade intervjuer med olika nyckelpersoner på företagen.

Introduktion: Ohälsosamma matvanor är en av de största riskfaktorerna för ohälsa och förekommer oftare i socioekonomiskt svagare grupper. Tillgängligheten av livsmedel påverkar både vilka kostval vi gör och hur mycket vi konsumerar. Marknadsföring påverkar tillgängligheten och används för att styra konsumenternas livsmedelsval. För att främja hälsosamma val behövs stödjande miljöer med tillgängliga, prisvärda och hälsosamma livsmedel. Syfte: Syftet är att undersöka hur hälsosamma livsmedelsval har samband med konsumenters upplevelser av dagligvaruhandelns bidrag till stödjande miljöer för hälsosamma livsmedelsval. Metod: En kvantitativ tvärsnittsdesign tillämpades. Datainsamlingen skedde genom webbenkät vilken länkades till informanter via sociala medier. Deskriptiv analys användes samt positiv oddskvot för att belysa det salutogena perspektivet. Ett p-värde på &lt;0,05 ansågs signifikant. Resultat: Respondenterna (n=346) var kvinnor och män över 21 år. Majoriteten var kvinnor i medelåldern, med högskole- eller universitetsexamen samt medelinkomst. Konsumenter som väljer hälsosamma livsmedel har samband med sinnesstämning, naturliga livsmedel och tillgänglighet. Slutsats: Det är viktigt att hälsofrämjande insatser riktas mot hela samhället och stärker medvetenheten om hälsosam kost. Då studien visade samband mellan konsumenters upplevelser av dagligvaruhandelns stödjande miljöer och hälsosamma livsmedelsval, bör hela livsmedelskedjan medvetandegöras om hur folkhälsan påverkas av stödjande miljöer. / Introduction: Unhealthy eating habits are one of the major risk factors för unhealth and occur more frequently in low socioeconomic areas. The availability of food affects both the dietary choices we make and how much we consume. Marketing affects accessibility and is used to guide consumers' food choices. In order to promote healthy choices, supportive environments with available, affordable and healthy foods are needed. Aim: The aim is to investigate how healthy food choices are linked to consumers' experiences of the grocery retailer's contribution to supportive environments for healthy food choices. Methods: A quantitative cross-sectional design was applied. Data was collected with a web survey. Descriptive analysis applied as well as logistic regression analysis and positive odds ratio was used to illustrate the salutogenic perspective. A p-value of &lt;0.05 was considered significant. Result: The respondents (n = 346) were women and men over 21 years. The majority were middle-aged women, with a college or university degree and middle income. There is an association between consumers who choose healthy foods and mood, natural foods and availability. Conclusion: It is important that health promotion efforts are directed at the entire society and strengthen the awareness of healthy eating. As the study showed a correlation between consumers' experiences of the grocery's supportive environments and healthy food choices, the entire food supply chain should be made aware of how public health is affected by supportive environments.

La presente investigación tiene por objetivo comparar los principales factores comerciales que los consumidores limeños prefieren o valoran más de una bodega tradicional de Lima Metropolitana. Dada la especificidad del sujeto de estudio, se espera que los resultados de este trabajo contribuyan al entendimiento de las necesidades de los clientes, de tal modo que los dueños de las bodegas puedan hacer mejoras para la prosperidad de su negocio. Metodológicamente, a través de la recolección de datos cuantitativos, se busca encontrar el factor comercial principal para cada uno de los segmentos que forman parte de nuestra muestra. Además de proporcionar data que permita la comparación de los comportamientos de los consumidores de acuerdo con sus características, con el fin de determinar similitudes o diferencias. / The objective of this paper is to compare the main commercial attributes that consumers prefer or value more in a traditional grocery store in Metropolitan Lima. Given the specificity of the study, the results of this paper are expected to contribute to the understanding of the clients' needs, in such a way that the owners of the warehouses can make improvements for the prosperity of their business based on the latest market trends. Methodologically, through the collect of quantitative data, we seek to find the main commercial factors for each of the atributes that are part of our sample. In addition to providing data that allows the comparison of consumer behaviors according to their characteristics, in order to determine similarities or differences. / Tesis

A través del presente trabajo de investigación, buscamos sustentar la deseabilidad, viabilidad y rentabilidad del Modelo de Negocio de Innobag Perú, que tiene como objetivo la distribución gratuita de bolsas de papel reciclado con publicidad impresa a bodegas, mini-markets y puestos de mercado en Lima Metropolitana. Innobag Perú busca contribuir con la reducción en el consumo de bolsas plásticas, atacando y aprovechando uno de los principales momentos de uso, generando ahorros en los establecimientos e incrementando la atractividad de nuestro producto. Completamos nuestra propuesta de valor, convirtiendo estas bolsas de papel reciclado en un medio para que las empresas anunciantes publiciten su marca de manera efectiva y directa en un momento de alto uso asegurando la viabilidad de nuestro modelo de negocio. A través de un sondeo realizado entre consumidores, administradores de bodegas, mini-markets y puesto de mercado; y decisores de inversión en publicidad de empresas anunciantes, hemos logrado validar la deseabilidad de nuestro modelo de negocio. Nuestro análisis económico financiero, nos ha permitido validar la rentabilidad del modelo, esperando un VAN de S/ 114,202 y una TIR de 81.26%. / Through this research work, we seek to support the desirability, feasibility and profitability of the Innobag Peru Business Model, which aims to distribute free recycled paper bags with printed advertising to grocery stores, mini-markets and market stalls in Lima. Innobag Peru seeks to contribute to the reduction in the consumption of plastic bags taking advantage of one of the main moments of its use, generating savings for the owners of these establishments and increasing the attractiveness of our product. We complete our value proposition by turning these recycled paper bags into a mean for companies to advertise their brand effectively and directly at a time of high use, ensuring the viability of our business model. Through our market research conducted among consumers, decision makers of investment in advertising as well as managers of grocery stores, mini-markets and market stalls, we have validated the desirability of our business model. Our financial and economic analysis allowed us to validate the profitability of the model, expecting an NPV of S / 114,202 and an IRR of 81.26%. / Trabajo de investigación