En tänkbar väg mot mer relevanta prisundersökningar av dagligvaror
Alternativa prisundersökningar där målgruppens köpvanor, budget och kvalitetspreferenser är kända
More relevant price comparisons between groceries are possible. This study points outone possible path through an example. The purpose of this approach is to develop amodel in a realistic context. The main assumption behind the proposed model is thatprice always has to be compared to quality. The model (algorithm) starts with a basketwith the cheapest goods. The next step is to substitute goods with more priceworthyalternatives. Priceworthy are defined as quality points divided by the cost of substitution.The quality aspects that are considered should be both imortant and hard toestimate for the target group of the price comparison. Some quality aspects are generallynot payed as much attention to as they could. Three examples are taste, content andcompany sustainablity rating.The main purpose of this study is to investigate how to achieve higher consumerrelevance when designing price comparisons of groceries. What are the importantfactors? The study deals with the concepts of perceived quality and relevance in thisparticular case. Methods have included studies of literature and previous pricecomparisons, followed by interviews with qualified people within the grocery branch.