Framtida konsumtion på befintliga och nya handelsplatser : En plats- och konsumentundersökning för obemannade självservicebutiker

Sammanfattning: Purpose This study has been conducted in order to investigate opportunities regarding theestablishment of technology-based self-service stores (TBSS). By studying proposedsites for establishment, information has been collected in order to be used in a factorrating analysis. Research questions 1. Where is the need for expanded service supply the greatest and what characterizesa number of potential establishments? 2. What impact does the marketing decision ‘people’ have in order to create anattractive store concept? 3. How does the need of goods and services differ as well as the marketing decision‘people’ between different potential establishment sites and different consumergroups? Methodology This master thesis has been conducted as a survey on planned establishments placesas well as an observation study of these. A qualitative approach has been usedwhenever respondent answers, from the questionnaire, were applied to the subquestions in order to be used as data for the research questions later on. Literatureconcerning marketing, establishment strategies and consumer needs has been of vitalimportance in this study. Conclusion Based on our study, we found that the need for increased service supply is greater inrural areas. What characterizes potential establishment sites is the distance to andnumber of potential consumers. When it comes to the importance of the marketingdecision ‘people’, it turned out that ‘service availability’ is far more important thanthat of ‘people’ which becomes a secondary feature in order to create an attractivestore concept. The need for good and services differs between the two differenttypes of establishment places. However, both consumer groups prefer to have food,but it differs when it comes to what type. Younger people tend to be more positivelycommitted to unmanned self-service.