This bachelor thesis examines the Swedish consumer behaviour during the Covid-19 pandemic and how negative emotional states impact the choice of grocery shopping.  The concept of consumer behavior and the impact of negative emotional states is a topic that gained interest during the last couple of years. However, it is still an underexplored subject. Therefore, the purpose of this research is to develop an understanding of how perceived negative emotional states impact consumer behaviour in the grocery shopping context. In the current situation during the Covid-19 pandemic, consumer behaviour has changed, and there has been an increase in online grocery shopping. The perceived negative emotional states are studied based on the threats that have arisen due to the Covid-19 pandemic, then related to the changed consumer behavior. Therefore, the research question was stated: How do negative emotional states impact the changing consumer behaviour in grocery shopping during Covid-19 in Sweden? Previous research was analysed, and the authors in this thesis formed six hypotheses. The empirical findings were obtained using a survey with a quantitative research approach. Two hundred eight respondents answered the survey, and the hypothesis was tested in the SPSS program, summarised in the empirical findings chapter.  The results from the research are discussed in the analysis and showed that the perceived negative emotional states are present for consumers during the ongoing Covid-19. However, it is not the imminent reason for the choice of shopping for groceries. Therefore, further research could use this bachelor thesis to identify the perceived negative emotional states such as loneliness, fear and anxiety as existing for consumers during the pandemic. However, this research could not connect it to the increase in online grocery shopping. Future research could investigate other factors changing consumer behaviour which is further discussed in the conclusion chapter.  Based on the findings from this research, theories must be adjusted. Or as the Covid-19 pandemic continues and the impact changes, research should be added. This research provides knowledge to companies about consumer behavior and the negative emotional states the consumer perceives.

The following is an examination of the effects of multi-tier pay structures upon worker perceptions of pay equity. This study represents a synthesis and replication of two earlier studies that achieved substantially different results. The core elements of the two primary studies (Martin and Peterson, 1987 and Cappelli and Sherer, 1990) were replicated in a unionized retail food operation. It was hypothesized that top tier workers would have more positive perceptions of pay equity, pay satisfaction, company commitment, and union commitment than would lower tier workers. Further, it was hypothesized that positive perceptions of job mobility would be inversely related to the above measures. Support was found for between-tier differences in both pay satisfaction and pay equity. Support was also found for the inverse relationship between job mobility and all of the above dependent measures. / Master of Science

Master of Science / Department of Journalism and Mass Communications / Barbara DeSanto / This is an exploratory study looking at the communication channels used in the relationship between rural grocers and rural community members in four Kansas communities. The study is a continuation of research and efforts done by K-State’s Rural Grocery Initiative to help the sustainability of rural grocery stores. This study is looked at through the theoretical lens of uses and gratifications because of the identification of communication channels that satisfy users’ wants and needs. The study is qualitative, using individual interviews to gather data from rural grocers and rural community members. Eight communication channels are identified by the grocers and community members: onsite of grocery store, newspaper (published in a nearby community), mail, radio, website, word-of-mouth, email, and Facebook. The eight communication channels discussed in the study are identified as being beneficial, used, or both by rural grocers and rural community members. The information provided from the study offers suggestions for rural grocers to better reach community members to increase business, and thus increase sustainability in the community.

Assessment of customer satisfaction with their online shopping experience, including their point of purchase, inventory picking and delivery quality as well as a comparison of their online versus in-store shopping experiences. / To establish an online grocery shopping service and to attract customers to it is an expensive operation. In order to recoup those expenses, and ultimately make a profit, an online retailer needs to ensure that customers remain loyal and make repeat purchases for as long as possible. Although customer satisfaction does not guarantee loyalty, dissatisfied customers generally take their business elsewhere at the first opportunity. This study investigates the overall level of satisfaction amongst a small sample of Woolworths’ online customer base. In pursuit of this, a multi-dimensional model was developed for assessing customer satisfaction in various areas, highlighting those which may require improvement. The impact of certain key demographic data on these dimensions was also investigated. Since satisfaction is not enough to guarantee loyalty, an assessment of the perceived value in making purchases online is also undertaken in an attempt to ascertain purchase intentions. The key findings of this study revealed a relatively high level of customer satisfaction as well as significant perceived value in shopping online when measured against the sacrifices made. However, a main area for improvement is to enhance the customer’s perception of the value they receive. The demographic variables of age, gender and language had no significant impact on any dimension, while the customer’s connection type was found to have a significant impact on their satisfaction pertaining to the performance of the Web site. Finally, it was established that there is a strong association with the Woolworths brand and corporate image, even though the online shopping initiative was launched as a separate brand.

The purpose of this report was to find out if grocery stores in Örnsköldsvik and Kramfors municipality recycle their producer responsibility package waste, hazardous waste and their food waste and in what way they get rid of their waste. Are there any differences in how these two municipalities does it? Are there any variance between different stores depending on size, location and finally come up with suggestions for improvements. To find out the answer to this questions phone interviews with 25 grocery stores in these two municipalities were conducted. The results from the survey shows that grocery stores in both municipalities sort out their producer responsibility package waste and hazardous waste to a great extent. Only four stores indicated that they sorted out food waste. Responses were varied regarding in what way the grocery stores get rid of their waste. Some stores get their waste picked-up by the municipality and others by different entrepreneurs. One of the big food chains have a contract with an entrepreneur to pick up their waste at all the stores in this part of the country. Some of the suggested improvements are to minimize the amount of food waste that gets thrown away and clarify the laws on what waste that the municipality have monopoly on. The conclusion of this report is that grocery stores in these two municipalities are good at sorting out their waste except food waste.

published_or_final_version / Business Administration / Master / Master of Business Administration

Coupons are one of the most popular and attractive tools of promotion. Redeeming coupons makes shoppers feel that they are doing something good for their family's budget, because coupons offer 'savings.' On the other hand, a coupon might have several negative effects on purchase behavior as well, which might 'devalue' the promoted product in the consumer's perception. But a review of the literature shows a lack of attention afforded to the above-mentioned aspects of coupon redemption. In addition, the consumer's coupon redemption behavior is moderated by several factors drawn from research in the fields of market pricing, economics and psychology, each of which have contributed to the current study in their own way. Finally, there does not exist any substantive research as to why coupon redemption rates have been on the decline, despite an increase in distribution of coupons. Therefore, this research not only fills existing gaps in the literature but also enriches it by synthesizing views from different academic disciplines. This dissertation concentrates on grocery products. Data is collected from about 2500 adults, primarily residing in the Dallas-Fort Worth area. The conceptual framework is based on the theory of reasoned action, which suggests that an individual's beliefs influence his/her attitude towards the consequences of actions, and attitudes, in turn, influence the individual's actions. Toward this end, the model incorporates intention to redeem coupons, intention to keep or spend savings and intention of how to spend savings from coupon redemption as the dependent variables, and several other independent variables. Behavioral independent variables are measured using items borrowed from established scales, as well as those developed exclusively for the current study. Standard statistical tools such as factor analysis and accepted measures of reliability and validity (Cronbach's alpha) are applied and reported, while structural equation modeling has been used to re-validate certain findings. Multivariate regression is applied for testing the hypotheses. Results indicate that several psychological (e.g. arousal-seeking, novelty-seeking tendency), socio-economic (e.g. income effect, opportunity cost) and behavioral factors (e.g. savings propensity, switching behavior) influence the individual's intention to redeem a coupon. The current research offers several academic and managerial implications, while providing promising prospects for further studies.

Aim: The aim of this study is to analyze how CSR affects consumer behavior and how consumers are affected by, act on and behave as a result of the CSR strategies implemented by Coop grocery stores. If people are aware, have knowledge and what they know about Coop´ CSR work will be analyzed and compared with the help of survey investigations conducted in both Stockholm and Gävle. Like most big food retailers, Coop has a stated policy, but we will investigate if their CSR work makes a difference and if so - how, in the mind of the consumers. Method: A survey with 16 questions was constructed and these questions were adjusted to previous research made about CSR and its impact on the consumers and their buying decision process. The data was collected at the entrance of two Coop food retails stores, one in Gävle and the other in Stockholm. People that were at least 18 years of age were asked to participate. A total of more than 200 questioners added together in both cities were willing to participate. The data was analysed with the help of the statistical analyse program SPSS, where a regression analysis was made which we combined with a thematic analysis. Result and Conclusion: Our research indicates that consumer doesn't engage in the grocery stores work with CSR. Consumers do consider the ecological assortment but they find the price to be an obstacle when it comes to actually buying ecological products. Our study shows that there is no link between buying ecological products and loyalty towards Coop. For Coop to sell more ecological products, we suggest they should lower the prices or increase the knowledge among consumers to motivate a higher pricing. Suggestion to further research: Our study could easily be made on other food retail stores as it would be interesting to investigate if and how the end results would differ. Contribution of thesis: Our thesis gives Coop the opportunity to evaluate their CSR work and more importantly, its impact on its consumers, where suggestions are made on how to improve their CSR strategy.

Assessment of customer satisfaction with their online shopping experience, including their point of purchase, inventory picking and delivery quality as well as a comparison of their online versus in-store shopping experiences. / To establish an online grocery shopping service and to attract customers to it is an expensive operation. In order to recoup those expenses, and ultimately make a profit, an online retailer needs to ensure that customers remain loyal and make repeat purchases for as long as possible. Although customer satisfaction does not guarantee loyalty, dissatisfied customers generally take their business elsewhere at the first opportunity. This study investigates the overall level of satisfaction amongst a small sample of Woolworths’ online customer base. In pursuit of this, a multi-dimensional model was developed for assessing customer satisfaction in various areas, highlighting those which may require improvement. The impact of certain key demographic data on these dimensions was also investigated. Since satisfaction is not enough to guarantee loyalty, an assessment of the perceived value in making purchases online is also undertaken in an attempt to ascertain purchase intentions. The key findings of this study revealed a relatively high level of customer satisfaction as well as significant perceived value in shopping online when measured against the sacrifices made. However, a main area for improvement is to enhance the customer’s perception of the value they receive. The demographic variables of age, gender and language had no significant impact on any dimension, while the customer’s connection type was found to have a significant impact on their satisfaction pertaining to the performance of the Web site. Finally, it was established that there is a strong association with the Woolworths brand and corporate image, even though the online shopping initiative was launched as a separate brand.

Master of Science / Department of Agricultural Economics / Hikaru Hanawa Peterson / Over the past few decades, the prevalence of obesity and diet-related diseases has steadily increased and become a major public health concern. Part of the problem has been attributed to the large quantity of unhealthy (energy-dense) foods U.S. consumers include in their diets. Statistics on food environment suggest that some areas and households have easier access to fast food restaurants and convenience stores but limited access to supermarkets. Limited access to nutritious food and relatively easier access to less nutritious food have been shown to lead to poor diets and, ultimately, to obesity and diet-related diseases. These issues may more negatively affect some communities than others, particularly rural communities as they tend to be further away from food outlets compared to urban areas. Counties are classified as food deserts based upon the percentage of residents living below the federal poverty line and the percentage of residents residing more than one mile from a supermarket. This definition excludes many viable food outlet options, including smaller independently-owned groceries. With rural residents being at a greater disadvantage, it becomes important to consider smaller groceries as an alternative for these communities. The level of social capital may be an indicator of an area’s willingness to support its community. The social environment of rural communities can be characterized as having a high degree of interconnectedness within the community, so that “everybody knows everybody else” (Beggs, Haines, & Hurlbert, 1996). This unique social network in rural communities facilitates the buildup of social capital, which incorporates reciprocity and the willingness to do things for members within the network. This study finds a negative relationship between obesity and social capital in nonmetropolitan counties, as well as a negative relationship between obesity rates and rural grocery stores. These conclusions lend insight into ways to decrease the level of obesity in rural areas.