"Man får det man betalar för helt enkelt": En studie kring konsumenters meningsskapande av Lidls image ur ett socialkonstruktionistiskt perspektiv

Sammanfattning: Organizations are increasingly using communicative strategies to try influencing consumers to create a positive image around them. However, the image is an im-material concept in the mind of the consumer, which can create problems for or-ganizations since it is not possible to predict the image that will be assign to them. The study therefore intends to create an understanding of how consumers create meaning around an organizations image. Through a social constructionist approach to image, meaning is analysed from a communicative perspective. This has been examined through qualitative research interviews and analyzed through con-centrating of meaning. The work around this thesis has to equal parts been per-formed by both authors. The study shows that in-store experience is central to the creation of meaning around Lidl's image, and that these perceptions is created through social interactions in society. We can therefore conclude that the creation of meaning around a company's image is an ongoing process. Further more, the study shows that there is a discrepancy between the message Lidl want to com-municate, and the reality that consumers are experiencing in Lidls stores, which affects the credibility of Lidl's advertising.