Abstract Finding a new fuel to substitute gasoline which reducing rapidly every year, is an urgent problem in the world. In this situation, biofuel is considered to be one kind of new fuel which make no pollution. Nowadays, 1st generation biofuel is familiar with people and adopted by customers, which make it have a stable market share. Since it also brings new problems, 2nd generation biofuel appear and solve all the problems.In the thesis, I compared the pros and cons between the 1st and 2nd generation biofuel in order to find the possibility if the 2nd generation biofuel can substitute the 1st generation biofuel in the petroleum market. And the customer surveys will also show the detail ideas and data about the customers’ options. If people trust the 2nd generation biofuel can substitute the 1st generation one, the new biofuel will have the stable market share in the future . It means 2nd generation biofuel could be easily introduced in the market.This thesis investigate the possibility for introducing 2nd generation biofuels into the petroleum market. The theories based on the market segments, customer buying behavior, customer value, adopt decision making and characteristic of innovations.This study contain data which includes five interviews and one hundred customer surveys. It shows consumers’ personal idea and some managers’ thinking about whether 2nd generation biofuels will be potential in the market.In the thesis, it will indicate whether customers will be easily or difficult to adopt the new product and find the critical issues for the adoption.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-131910 |
| Date | January 2010 |
| Creators | Jin, Ying |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/masterThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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