Brand extension in the FMCG sector : A study of consumers’ attitudes towards a brand extension in the context of Ben & Jerry’s proposed launch of a dairy-free ice cream in the Nordic market
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
During the last decades, an increasing consumer demand for food intolerance and vegan alternatives became more popular worldwide. Companies in the Fast Moving Consumer Goods (FMCG) sector need to react to such rising demands efficiently enough to stay compatible. For example, one of the most famous ice cream manufacturers, namely Ben & Jerry’s, has taken its opportunity with creating a new product-line of a dairy-free and vegan ice cream, known as brand extension. Due to the fact that there is a lack of research regarding the investigation of brand extension developments in the field of ice cream, and in specific in the Nordic market, this research focuses on Ben & Jerry’s product launch of the new ice cream in the Nordic market.
In specific, the purpose of this study is to gain deeper insights into the relation between consumers’ attitudes and the marketing mix variables regarding a brand extension development. Hereby, the impact of involvement and motivation on the attitude of the current target group as well as the potential target group is taken into consideration. Thus, this research aims to answer the following research question: “How do consumers’ attitudes related to the marketing mix variables, influence a brand extension development?”
In order to accomplish our research purpose and answer the research question, we conducted 14 semi- structured interviews with the current target group and 14 semi-structured interviews with the potential target group of Ben & Jerry’s as well as a followed up focus group session. The topic guides were developed according to the already existing literature on the research phenomenon. In general, our research addresses the combination of the two academic concepts, consumers’ attitudes and brand extension, and aims to attain a deeper understanding of a holistic consumer’s perspective.
The findings of this study not only display a different extent of influence of involvement and motivation on consumers’ attitudes for both target groups, but also for the impact of the marketing mix variables on a brand extension development. Additionally to the already investigated marketing mix variables, a new variable was found, in specific ‘value proposition’, which influences the development of the brand extension.
Place, publisher, year, edition, pages
2016. , 59 p.
Brand extension, consumers’ attitudes, marketing mix variables, involvement, motivation
Economics and Business
IdentifiersURN: urn:nbn:se:hj:diva-30489ISRN: JU-IHH-FÖA-2-20160246OAI: oai:DiVA.org:hj-30489DiVA: diva2:936274
Ben & Jerry's Nordic Countries in Stockholm
Müllern, Tomas, Professor