The milk industry: No longer acash cow?: ”How a cause related marketing approach could help raiseawareness regarding the domestic agricultural situation in Sweden”
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The purpose of this thesis was to examine the potential effects of a cause related marketing approach inthe Swedish agricultural industry. This was done by analyzing the market potential and how an industry,through a marketing perspective, can help rejuvenate a troublesome sector, more specifically thedomestic milk sector. A mixed-method was utilized in order to answer the research question. Qualitativeinterviews with stakeholders throughout the supply chain were conducted to create greater knowledgeand serve as a structural guide for a quantitative questionnaire, which was answered by 182respondents. This thesis is centered on the theories of cause related marketing, fair trade and consumerbehavior. The results of the study show a gap in the market, which a cause related marketed productcould fulfill. In order to succeed the problem must be raised from the field of agriculture to a social level,which incorporates and affects all of us in our everyday living. The marketing communication shouldtherefore focus on the cultural importance of preserving the domestic agricultural industry in order tosucceed.
Place, publisher, year, edition, pages
2013. , 102 p.
Cause related marketing, domestic fair trade, consumer behavior, agriculture, dairy, milk, price-premium, Sweden
Economics and Business
IdentifiersURN: urn:nbn:se:su:diva-98969OAI: oai:DiVA.org:su-98969DiVA: diva2:685996
L'Espoir Decosta, Patrick J. N.