<p>Även utg. som Stadskollegiets utlåtanden och memorial. Bihang ; 1959:86 Diss. Stockholm : Handelshögskolan, 1960. With an English summary</p>

Bakgrund Att börja på universitet eller högskola kan vara en livshändelse där omfattande förändringar sker och nya vanor etableras. Rapporter har visat att unga vuxna generellt äter mindre frukt och grönsaker och mer utrymmesmat. Matbutiken står för en stor del av maten som konsumeras i samhället och kan med olika försäljningsstrategier påverka konsumenten. Syfte Syftet med studien var att förstå hur studenter upplevde att deras köpbeteenden påverkas i matbutiken. Metod Studien använde en kvalitativ metod där sex studenter intervjuades med hjälp av en semistrukturerad frågeguide. Intervjuerna genomfördes och spelades in via Microsoft Teams för att sedan transkriberas och analyseras utifrån en kvalitativ innehållsanalys. Resultat Analysen resulterade i fyra kategorier med tillhörande subkategorier. Studenterna upplevde att många olika faktorer påverkade deras köpbeteende i matbutiken. De upplevde att känslor som uppstod i butiken påverkade deras val samt att butiken påverkade genom att fånga deras uppmärksamhet. Studenterna upplevde att pris var av stor betydelse på grund av deras ekonomiska situation. Trots detta påpekade studenterna att det slutgiltiga valet låg i deras egna händer. Slutsats Resultatet i studien visade att studenterna upplevde sig bli påverkade av matbutikens försäljningsstrategier. De försäljningsstrategier som matbutiken använder har potential att påverka konsumenternas val och matbutikerna skulle därmed kunna ta ett större ansvar för att främja hälsosamma matvanor och god folkhälsa. / Background The unique lifestyle of studying at university often marks a period characterized by significant changes and the formation of new habits. Research has demonstrated that young adults tend to consume less fruits and vegetables and more junk food. Since the grocery store is the primary location in which procurement of groceries takes place, the store can with different strategies affect the consumers' choices in the store. Objective The aim of this study was to understand how students' consumer behaviour is affected in the grocery store. Method This study employs a qualitative method where six students were interviewed using a semi structured interview guide. The interviews were conducted and recorded via Microsoft Teams and transcribed and analyzed using a qualitative content analysis. Results The analysis resulted in four categories with associated subcategories. Students experienced that many different factors affected their consumer behaviour in the store. They also experienced that the stores’ various marketing strategies captured their attention and different emotions influenced their decisions. Price was of prominence in the students' consumer behaviour mainly due to their financial situation. However, the final decisive factor was in their own hands, many students admit. Conclusion The result of this study showed that students experienced themselves affected by the grocery stores' sales strategies. The strategies that the stores practice can affect the consumers' consumers choices and grocery stores could take bigger responsibility to promote healthy dietary habits and thereby benefit public health

The issue of customer loyalty is a main concern for grocery retailers. Retailers need to know how loyal customers are to their grocery stores; if some customers are more loyal than others; and, why that would be so. Is customer loyalty due only to how well a store manages to satisfy its customers, or are consumers inherently loyal to a greater or lesser degree? At the root of this issue is the basic question of what "store loyalty" implies. Although the concept "loyalty" is widely used within marketing, there is no consistent interpretation of the term. Rather, "loyalty" is used for describing related, but different, phenomena, and thus a choice has to be made of which of these phenomena to cover in a specific study. In grocery shopping, households have been shown to use several stores; hence a question of great consequence for retailers is to understand how and why households divide their purchases across stores. To contribute to the understanding of this phenomenon, this thesis focuses on the degree of behavioral loyalty and its causes. The thesis is based on an empirical study of household grocery shopping that uses a purchase diary, a questionnaire, and in-depth interviews as data collection methods. One of the main findings of the research is that the degree of behavioral loyalty is affected by shoppers' evaluations of stores, that is, a factor a store manager can influence, but also by shopper characteristics such as the degree of price orientation and interest in personal contact with store personnel. An extension of the findings from the quantitative part of the study is provided by the in-depth interviews that explore how households manage the entire task of grocery shopping. / Diss. Stockholm : Handelshögsk., 1999

What characterises the grocery store — customer relation? Can grocery stores expect to have an active role in households’ management of everyday life? Can households, on the other hand demand active participation and help from the stores? By which methods can we learn more both about food-related consumer behaviour and about the relation between stores and consumers? Based on two empirical studies of consumer behaviour, this books deals with these issues. In the first part of the book an empirical study using 165 weeks of POS scanner data for fourteen product categories is presented. These data were used to analyse effects of different promotional activities, and the results indicated that in-store activities, particularly in the form of in-store display, were important. The results from the first study brought the question of store — customer relation into focus, why this relation was studied next. The second part of the book consists of this exploratory, empirical study applying participant interviewing. In this case it meant talking to grocery shoppers while observing them. Some ten households with small children were accompanied to the grocery store, providing a context based consumer perspective. Different aspects of food and purchasing, such as interest in food and the social role of the meal, were treated. Tentatively, the dimensions planning and involvement are suggested as dimensions by which to separate households or shopping trips from each other. If validated, these dimensions might be useful as instruments for retailers interested in adapting to their customers different needs and purchasing behaviours. The concluding part discusses the two empirical studies, both in terms of method and in terms of contribution to knowledge on consumer behaviour. One important issue is here the value, for a single researcher, of combining two studies with such different methods. / Diss. Stockholm : Handelshögsk.