Considering increasing globalization and migration, Sweden has become home to a significant Syrian population. Despite this group's growing presence, their needs and preferences have not received adequate attention from supermarket chains.This study aims to explore factors that most influence consumer behavior and food preferences among individuals of Syrian background in Sweden. The findings will provide marketers and producers operating within the food industry a better understanding of this group, thereby enabling them to tailor their product range and marketing to satisfy their needs and preferences.The study is based on theories dealing with consumer behavior, ethnic identity, price, and nostalgia consumption. These theories help us understand and identify the most critical factors for Syrian consumers in Sweden concerning their food purchase choices and preferences. We used a qualitative research design, collecting empirical material through semi-structured interviews with ten consumers of Syrian background residing in Sweden. We then analyzed the data using thematic analysis.The results indicate that cultural factors, religious values, price and quality awareness, family influence, and health consciousness are the primary determinants of food choices for Syrian consumers in Sweden. Even though they are in a new cultural environment, they strongly maintain their original food preferences and seek products that align with their religious beliefs. These consumers are also price-conscious, strive for high-quality products, and take into consideration family preferences and health consciousness when choosing food.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-505444 |
| Date | January 2023 |
| Creators | Alkasm, Mohamad Awad, Alkasm, Omar |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen |
| 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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