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Visual merchandising of organic versus non-organic products in supermarkets: A study of Coop, Willys and ICA
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
2015. , 66 p.
Keyword [en]
Visual merchandising, Supermarkets, Groceries, Organic food.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-28524OAI: oai:DiVA.org:hh-28524DiVA: diva2:820468
Subject / course
International Marketing
Supervisors
Examiners
Available from: 2015-06-29 Created: 2015-06-12 Last updated: 2015-06-29Bibliographically approved

Open Access in DiVA

Visual merchandising of organic versus non-organic products in supermarkets(1600 kB)352 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf