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 PERCEPTION OF SWEDISH CONSUMERS TOWARDS TAPAL TEA 2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 40 credits / 60 HE creditsStudent thesis

Abstract [en]

Date

: 01/06/2010

Course

: Master Thesis (International Marketing)

Institution

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

Authors

840630 821206

man09014@mdh.se zsr09001@mdh.se

: Muhammad Adnan Zaigham Shabbir Khan

Tutor

: Tobias Eltebrandt

Title

: Perception of Swedish Consumers Towards Tapal Tea

Research Question:

What is the perception of Swedish customers regarding taste of Tapal tea?

Objective

: The objective of this research is to study the perception of Swedish Customers towards the taste of Tapal tea.

Method

: This thesis report is based on primary data which is collected through questionnaire in a way of experiment of tea taste to consumer. We used secondary data from books, articles, and Internet to support our conceptual model.

Conceptual Framework

: The conceptual framework consists of different consumer behavior models to examine the following elements:



Consumer Attitude

o

Taste

o

Perception



Product Price and Packaging



Culture



Demographics



Segmentation

Conclusion

: On the basis of findings we came to the conclusion that most of the Swedish customers like flavored tea as compared to grey & green tea. On the other hand they also prefer tea taste over price & brand. This shows that Swedish market has potential for products with good taste. So the good thing about the Tapal is that the majority of the customer responded that the taste of tapal tea is good and excellent respectively. Mostly, customers think that the taste of Tapal tea is better than others.

Keywords

: Sweden, Tapal Tea, Consumer Behavior, Perception, Demographics.

Place, publisher, year, edition, pages

2010. , p. 41

Keywords [en]

Sweden, Tapal Tea, Consumer Behavior, Perception, Demographics

Identifiers

URN: urn:nbn:se:mdh:diva-9771OAI: oai:DiVA.org:mdh-9771DiVA, id: diva2:324103

Presentation

2010-06-01, T2‐015, Box 883, 721 23 Västerås, Sweden, Mälardalens högskola, 09:15 (English)

Uppsok

Social and Behavioural Science, Law

Supervisors

Examiners

Available from: 2010-06-16 Created: 2010-06-14 Last updated: 2010-06-16Bibliographically approved

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