https://www.mdu.se/

Date: 6/16/2008

Institution: School of Sustainable Development of Society and Technology, Mälardalen University, Västerås (Sweden)

Authors:

Brüning, Andrea

830111

Västerås

Curtolo,Anna

820517

Västerås

Tutor: Tobias Eltebrandt

Title: A Study of Switch Pac: what would be the efficient ways for Switch Pac to increase potential demand and capitalize on green attitudes and behavior in the Swedish market?

Problem: What would be the efficient ways for Switch Pac to increase potential demand and capitalize on green attitudes and behavior in the Swedish market?

Purpose: The aim of our project is to see the potential of Switch Pac’s oxo-biodegradable plastic bags on the Swedish market by capitalize on green attitudes and behaviour.

Method: The report is based on primary data collected through questionnaires (end consumer/ B2B customers). For the investigation of Switch Pac’s macro- and microenvironment secondary data was used (books, journals, newspaper and the Internet)

Conceptual Framework: The conceptual framework consists of certain models to investigate the following topics:

Consumer behavior

AIDA-Model

STP-Model

Switch Pac´s business environment

PESTEL

Conclusion/ Recommendations: In our conclusion based on our frameworks PESTEL, AIDA and STP we concluded that peoples’ awareness regarding environmental friendly plastic bags are not very high based on our questionnaire. The efficient ways for Switch Pac to increase potential demand is to target the customer in the age range from 20 – 49 years and cooperate with supermarkets and (department) stores. Furthermore, Switch Pac needs to position its products in the consumers mind through create brand awareness by using certain elements of the marketing mix model.