The purpose of this thesis was to examine the potential effects of a cause related marketing approach inthe Swedish agricultural industry. This was done by analyzing the market potential and how an industry,through a marketing perspective, can help rejuvenate a troublesome sector, more specifically thedomestic milk sector. A mixed-method was utilized in order to answer the research question. Qualitativeinterviews with stakeholders throughout the supply chain were conducted to create greater knowledgeand serve as a structural guide for a quantitative questionnaire, which was answered by 182respondents. This thesis is centered on the theories of cause related marketing, fair trade and consumerbehavior. The results of the study show a gap in the market, which a cause related marketed productcould fulfill. In order to succeed the problem must be raised from the field of agriculture to a social level,which incorporates and affects all of us in our everyday living. The marketing communication shouldtherefore focus on the cultural importance of preserving the domestic agricultural industry in order tosucceed.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:su-98969 |
| Date | January 2013 |
| Creators | Lagerstedt, Jonas P., Hermansson, Karl-Johan O., Carls, Martin G. |
| Publisher | Stockholms universitet, Företagsekonomiska institutionen, Stockholms universitet, Företagsekonomiska institutionen, Stockholms universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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