Food and culture. A study on how food culture influences buying behavior
Author
Pascu, Corina
Term
4. term
Publication year
2018
Submitted on
2018-06-01
Abstract
This thesis examines how food culture shapes international consumers’ grocery buying in Copenhagen and how Danish supermarkets can enhance their shopping experiences. Against the backdrop of Denmark’s appeal to foreign workers and students, the study explores the balance between migrants’ own food cultures and the Danish retail context. An autoethnographic design was used, drawing on the researcher’s embedded perspective, with participant observation through three Customer Journey Maps, three semi-structured interviews, and a subsequent focus group. Data were thematically analyzed and presented via the Business Model Canvas to translate insights into recommendations. Findings indicate that food culture is a significant driver of purchase decisions alongside individual preferences (e.g., familiar versus new items, organics, taste, convenience) and environmental factors. Participants emphasized the importance of store atmosphere, product assortment, and staff service in shaping behavior, pointing to opportunities to improve international consumers’ experiences in Danish supermarkets.
Denne afhandling undersøger, hvordan madkultur påvirker internationale forbrugeres køb af dagligvarer i København, og hvordan danske supermarkeder kan forbedre deres indkøbsoplevelser. Med afsæt i Danmarks tiltrækning af udenlandske arbejdskraft og studerende adresserer studiet spændingsfeltet mellem egen madkultur og mødet med den danske dagligvarehandel. Projektet anvender en autoetnografisk tilgang baseret på forskerens indsigt i feltet, herunder deltagerobservation gennem tre Customer Journey Maps, tre semistrukturerede interviews og en efterfølgende fokusgruppe. Data er analyseret tematisk og formidlet via Business Model Canvas for at omsætte indsigter til anbefalinger. Fundene viser, at madkultur er en væsentlig faktor i købsbeslutninger, ved siden af individuelle præferencer (fx kendte vs. nye varer, økologi, smag, bekvemmelighed) og kontekstuelle forhold. Deltagerne fremhæver især butiksmiljø, vareudvalg og medarbejderservice som betydningsfulde for deres adfærd. Studiet peger dermed på muligheder for at styrke internationale kunders oplevelse i danske supermarkeder.
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