Så(s) mycket bättre!
- En studie av varumärkeslojalitet för Lohmanders
Abstract - Much better sauce! - A study of brand loyalty for Lohmanders Date: 5th June 2013Level: Bachelor thesis in marketing, 15 ECTSInstitution: School of Economy, Society and Technology, EST Mälardalen University Authors: Sara Meijer Julia Åberg 20th February 1990 26th April 1990Title: Much better sauce! ? A study of brand loyalty for LohmandersTutor: Finn Wiedersheim-PaulKeywords: Brand, loyalty, consumer behaviorResearch questions: Which significance has the brand for the consumer when buying fresh sauce? How loyal are the consumers to the brand Lohmanders? How does brand loyalty arise among Lohmanders customers?Purpose: The purpose with this thesis is to research consumer?s brand loyalty to fresh sauce and to analyze how brand loyalty arises regarding the brand Lohmanders.Method: The theoretical framework used in the study is based on theories of consumer behavior, brands and loyalty. The quantitative study consists of a poll. To complement the study a focus group interview and a company interview have been held. Conclusion: The study showed that the brand has significance for the consumer to a certain extent. The brand can though have an unconscious effect on the consumers since most of the purchases are made by habit. It can be difficult for Lohmanders to achieve brand loyalty in which the consumer are actively involved and have a strong conscious sense for the brand. However, Lohmanders can through positive associations to the brand and brand awareness get the consumer to buy the product by habit and thereby achieve loyalty.