Visual merchandising of organic versus non-organic products in supermarkets : A study of Coop, Willys and ICA

Sammanfattning: Abstract Title: Visual merchandising of organic versus non-organic products in supermarkets Authors: Alma Bolmstedt Svanqvist & Malin Carlén Supervisor: Mikael Hilmersson Examiner: Thomas Helgesson Level: Bachelor thesis - Marketing Keywords: Visual merchandising, Supermarkets, Groceries, Organic food. Research question: ”How and why do supermarkets distinguish and implement the presentation and visual merchandising of organic food from non-organic food?” Purpose: The purpose of this research is to provide new theoretical contribution of how the major food chains are working with visual merchandising and specifically how they differentiate organic products from non-organic products. This is to increase understanding of the specific topic for future research as well as for established and new companies that enter the organic food market. Methodology: This study is based on a combining research approach, which includes both a deductive and an inductive approach to answer the developed research question.Frame of references: Previously research regarding theories of consumer behaviour, Visual merchandising, Sensory marketing and visual elements and visual merchandising techniques are presented. Empirical findings: Primary data was collected and presented from three Swedish supermarkets. Analysis: The analysis compares the collected empirical data with the theoretical framework. Conclusion: The findings shows that the supermarkets studied in some areas distinguish between organic and non-organic products when planning the product presentation. However, the empirical result does confirm that those supermarkets do invest in organic products and that they are trying to increase the sales. A conclusion can also be made that much effort are invested in the planning process of visual merchandising.