Who is next to you in line? Towards a typology of Swedish grocery consumers
Author
Aspen, Nadia
Term
4. term
Publication year
2017
Submitted on
2017-06-07
Pages
60
Abstract
Swedish grocery retail is highly competitive and dominated by a few large players, yet customer-focused insight remains limited. This thesis addresses that gap by developing a typology of Swedish grocery shoppers, shifting attention from products to consumers. It segments shoppers based on attitudes and shopping behavior and considers demographic characteristics. Methodologically, the study adopts a functionalist paradigm and uses a self-administered online survey of 270 respondents recruited via eight Facebook groups. A systematic literature search identified 14 relevant articles to inform measurement scales for key behavioral factors: shopping enjoyment, price checking, comparison shopping, catalogue/offer usage, product evaluation, store evaluation, and unplanned purchasing; an additional food culture scale was developed. Factor analysis validated the scales (two items were removed). Hierarchical clustering (Ward) indicated three clusters, and K-means produced segments labeled involved, balanced, and comfortable shoppers. Several factors significantly distinguished the segments, including shopping enjoyment, price checking, catalogue usage, store evaluation, and unplanned purchasing. The study responds to policy and industry calls for deeper customer insight and offers a practical starting point for more customer-oriented strategies in a mature market.
Svensk dagligvarehandel er præget af hård konkurrence og få dominerende aktører, men der mangler viden om kundernes kendetegn og adfærd. Dette speciale adresserer behovet ved at udvikle en typologi for svenske dagligvarekunder og flytte fokus fra produkter til forbrugere. Projektet segmenterer kunder efter holdninger og indkøbsadfærd samt inddrager demografiske forhold. Metodisk bygger studiet på en funktionalistisk tilgang og et selvadministreret online spørgeskema med 270 respondenter rekrutteret via otte Facebook-grupper. En systematisk litteratursøgning resulterede i 14 relevante artikler og dannede grundlag for skalaer af adfærdsfaktorer: indkøbsglæde, prischeck, sammenligningskøb, katalog-/tilbudsbrug, produktevaluering, butiksevaluering og uplanlagte køb; derudover blev en skala for madkultur udviklet. Faktoranalyse validerede målene (to items blev fjernet). Hierarkisk klyngeanalyse (Ward) indikerede tre klynger, og K-means identificerede segmenterne involverede, balancerede og komfortable shoppere. Flere faktorer differentierede segmenterne signifikant, herunder indkøbsglæde, prischeck, katalogbrug, butiksevaluering og uplanlagte køb. Studiet imødekommer branche- og politiske opfordringer til bedre kundeindsigt og giver et anvendeligt udgangspunkt for mere kundeorienterede strategier i en moden markedskontekst.
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