As the global market place becomes more integrated and tensed, there is a shift from thetraditional marketing whereby attention is given solely to the sale of a product to a morecustomer-based marketing. Customer involvement in the processing of a product is thehighlight of this phenomenon. By this their needs and preferences for a product are welladdressed and base on this management can make effective decisions. Customer usagepattern and its influencing factors have become a key for business decision-making.Customer based notion is well known by its effective result in any kind of product. Theycould help businesses to manage, to adjust strategies to better match with the customersexpectations in existing markets. And to enter new markets, where the companies haveno historical databases of the local customers, the Snus usage pattern and its influencingfactors in previous growth markets are helpful to make use of.The motivation of this thesis therefore, is to find out the usage pattern and the influencingfactors of snus (smokeless tobacco) in its growth market such as Sweden and the UnitedStates where until recently gaining popularity. This thesis will make use of relatedtheories, previous studies on snus and behavioral pattern, influencing factors andobservation in Sweden and in the United States. The findings of this thesis and theinfluencing factors on snus usage behavior could be reference guidelines for decisionmakers in the tobacco industry in already existing snus markets and potential markets forthe product in places such as Vietnam and other parts of world. Aside these, the findingswill be helpful in managing tobacco companies in general and snus in particular inexisting markets.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-8380 |
| Date | January 2012 |
| Creators | Dinh, Van H. |
| Publisher | Högskolan i Borås, Akademin för textil, teknik och ekonomi |
| 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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