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The adjustment of a product assortment when entering a new market: How international grocery retailers create customer loyalty on a domestic market.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This research comprises a qualitative study with a deductive approach where two semi- structured interviews and one focus group were held to provide a better understanding of how international grocery retailers adjust their product lines of the product assortment to generate customer loyalty a the domestic market. In this study it regards the Swedish market on a local level. The focus group included ages in a range between 22-53 with two males and three females. Age in this study has an important signification since the demands, perceptions, experiences, expectations and values reflects the loyalty and varies depending of age. It emerges that the international grocery retailers need to have a fully adjusted product assortment to gain customer loyalty on the domestic market. However, there is a lack of knowledge of the international grocery stores product assortment that does not provide the customers with any trust or credibility which affect the loyalty. Also, the domestic grocery stores have already gained the loyalty from the customers that creates an unwillingness of trying new grocery stores, this because the knowledge of the product quality is more prioritized than the unknown quality of international brands. 

Place, publisher, year, edition, pages
2017. , p. 74
Keywords [en]
Loyalty, Customer loyalty, Grocery retail loyalty, Adjustment of international grocery stores, Trust in the retailer, Credibility
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65573OAI: oai:DiVA.org:lnu-65573DiVA, id: diva2:1111895
Subject / course
Business Administration - Marketing
Educational program
Enterprising & Business Development, 180 credits
Supervisors
Examiners
Available from: 2017-06-19 Created: 2017-06-19 Last updated: 2017-06-19Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
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