E621, En studie om konsumenters attitydförändring och hur livsmedelsföretag hanterar konsumentens ”nya” efterfrågan
Sammanfattning: Title: E621, A study of customer attitude change and how this affects the food industry to meet the new requirements. University: Lund University, Service Management, Campus Helsingborg. Subject: Master 15 p. Seminar date: 4th of June, 2009 Author: Gabriella Danerhall and Frida Peterson Advisor: Elin Bommenel and Yvonne Granfeldt Key words: E-numbers, consumption, identity adding, satisfied customer, consumption, communication, quality and value adding. Purpose: The purpose of this thesis is to map and describe the three central examples of additives in the Swedish E-number debate. The three additives that we will focus on is the flavour enhancer glutamate, the preservative nitrite and azo food colour. With base in the additive mapping we will analyze how the sudden mind change towards additives of today’s customers affects the food industry. The analysis will be performed with base in the areas consumption, communication, quality and value adding. Methodology: To be able to answer the raised questions in this thesis we have performed a qualitative investigation according to the deductive approach. To gather information about the E number debate for the analysis we have studied internet pages, blog spots, forums and articulating papers. Our choice of respondents has been performed using the snow ball method. Our interview material has been based on the use of a semi structured interview form. Theoretical perspectives: Our study focuses on the theoretical discussion of consumption theory and the theory of creating satisfied customers. We refer to researchers such as Bauman, Simmel, Bourdieu and Veblen. We have taken into consideration the consumption from an identity creating perspective with the aspects of individual and collective consumption. Further on we have studied the research describing the creation of a satisfied customer which we have applied with base in communication, quality and value adding. For this we study researchers such as Grönroos and Normann. Conclusion: We conclude that the new customer demands is attended by the food industry by reduction of the use and increased regulation of additives. It seems like the food industry has an active communication with their customers to give them clarification of the specifics of the current E number debate. Communication is also used to answer the customer needs and quality requirements. The food industry has to use value adding as a process to reach the goal of satisfied customers. Further on our result show that the customers are guided by the ability to choose and control their consumption. It is all about satisfying different needs and desires. At the same time the customer is encouraged to consume the unknown and by different aspect to be able to express their identity and differentiate from others. It is also clear that the customer is driven by fashion and trends in the society.
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