It is important, for companies operating on a homogeneous product market, to understand and adapt to customer needs. Since coffee is a homogeneous product in food retail it is vital for coffee companies to work extensively with differentiation and the fierce competition. The prevailing homogenity makes it difficult for companies to develop the product itself and must therefore work to create added value to the product. The purpose of this thesis is to carry out a study on consumer decision-making when purchasing homogeneous products, and to examine how companies work to strengthen their brand and gain market share in a homogeneous product market. The market that this thesis highlights is the coffee market. To answer the purpose of this thesis the writers have conducted a questionnaire survey regarding consumers’ decision-making process and interviewed two marketing managers for two major actors on the coffee market. The results of the survey show that the availability and the price are key factors for consumers when choosing coffee, and the generated responses from the interviews emphasize the importance of working with strengthening a brand and finding an identity for the product.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-26384 |
| Date | January 2014 |
| Creators | Wolontis, Stella, Jonsson, Maja |
| Publisher | Södertörns högskola, Institutionen för samhällsvetenskaper, Södertörns högskola, Institutionen för samhällsvetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| 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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