Understanding consumer preference in the flower industry

A company does not function isolated in the market but instead has to work while acting,affecting and being affected by a number of other factors, such as competition, suppliers, customers, and demand change. This holds true for everyone, from suppliers and distributors to customers and governmental agencies. There are two types of relationships that a company has to maintain, internal and external, and both of these combined help evaluate the value of the company. Both are equally important for the company but it is the external marketing that provides the „face‟ of the company and thus needs to be as well presented as possible as the customers relate to this. This is what forms the image of the company in the market and what the customers evaluate and relate to. They relate to the product and services provided, but there are other factors that also influence them, such as the word of mouth, past experiences and personal needs…

Contents

1. INTRODUCTION
1.1BACKGROUND
1.2 PURPOSE
1.3 RESEARCH QUESTION
2. THEORY
2.1 GAPS MODEL
2.1.1 Gap
2.2 SERVQUAL
2.2.1 Applying SERVQUAL
2.2.2 Limitations
2.2.3 Theoretical critique
2.3 ADDITIONAL SERVICE CONCEPTS
3. METHODOLOGY
3.1 EMPIRICAL APPROACH
3.2RESEARCH DESIGN
3.3 CASE STUDY
3.3.1 Limitations
3.4 DATA SOURCES
3.4.1Primary information
3.4.1.1 Delimitations
3.4.1.2 Loss of Data
3.4.2 Secondary information
3.5 DESIGNING THE QUESTIONNAIRE
3.4.2.1 Calculating SERVQUAL
3.5 SOURCE EVALUATION
4. EMPIRICAL FRAMEWORK
4.1 FLOWER INDUSTRY IN EUROPE
4.2 INFLUENCE OF SUPERMARKETS
4.3 COMPANY BACKGROUND
4.3.1. Restructuring of external marketing
4.4 CONSUMER MARKET
4.4.1 Finding summary of consumer market
5. ANALYSIS OF RESULTS
5.1 Managerial View
5.2 Consumer view
6. CONCLUSION AND SUGGESTIONS
6.1RECOMMENDATIONS FOR THE COMPANY
6.2 OWN THOUGHTS ABOUT STUDY
6.3 RECOMMENDATIONS FOR FUTURE STUDIES
7. LIST OF REFERENCES:
7.1 ARTICLES
7.2 LITERATURE
7.3 ELECTRONIC SOURCES
7.4 INTERVIEWS
8. APPENDICES

Author: Eweida, Adam,Sverkel, Simon

Source: Uppsala University Library

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