Identityofafoodieandacompany’sabilitytobrand
themselves
Writtenby: Supervisor:NatasaMilosevic BirtheMousten,2014-1624 InstituteforCultureCulture,Communication,andGlobalisation andGlobalStudies Keystrokes:189.933(79,1pages)
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AbstractTheaimofthisprojectwastoinvestigatehowfoodiescreatetheiridentitythroughfoodconsumptionandhowanichecompanylikeArlaUnika,whichisasubbrandtothebigdairycooperativeArla,canbrandthemselvestowardsthesefoodies.ArlaUnikahastwostoresanddoesnotusecommercialsasamarketingstrategy,furthermore,theycatertoasmallcrowd,makingitanichebrand.Thisprojectfoundthatafoodieissomeonehowisveryinterestinfoodandcooking.Furthermore,Iinvestigated8newfoodtendenciesinDenmarkconductedbytheDanishAgricultureandFoodCouncil,these8newfoodtendencieswereaslisted1:morepeoplearebecomingfoodies,2:cleaneating–cleanandrealfood,3:convenience–easiertobehealthy,4:bethechange–responsibleconsumption,5:lessismore,6:location,location,location,7:protein–stillgoingstrong,and8:freefrom.Inthisproject,themethodusedwasqualitativeresearchwithasocialconstructivisticstance.Iinterviewed10persons,intheagesfrom21-47,3menand7women.Myrespondentswereselected,usingthesnowballmethod,onthepremisesthattheyhadabiginterestinfoodandcooking,andthattheyknewthebrandArlaUnika.Tofindhowthefoodiescreatedtheiridentitythroughfoodconsumption,IusedthetheoriesfromAnthonyGiddens,ZygmuntBauman,DonSlater,andYiannisGabrielandTimLang.Theyallstatethatidentityisnolongeragiven,butsomethingtheindividualhastocreateonitsownbytellingalifestory,furthermore,Slater,andGabrielandLangstatethatidentitycanbecreatedthroughconsumptionandthattheindividualcanbuyitsownidentity.ToinvestigatehowanichebrandlikeArlaUnikacanbrandthemselves,IusedtheBrandEquitytheoryfromDavidAaker,whostatethattherearefourassetstoachievebrandequity–brandawareness,brandloyalty,perceivedquality,andbrandassociation.Brandassociationwas,however,notincluded,asitisacategoryofitsownandintertwinedwithbrandidentity.The8newfoodtendencieswereagroundpillartomyfoodieapproachbecauseofthetendency;morepeoplearebecomingfoodies.Throughmyinterviews,Itriedtoconfirmordisconfirmthese8newtendencies.Thus,themaintopicsinthisprojectwereidentity-creation,branding,and8newfoodtendencies.Theprojectconcludesthatthreeofthe8newfoodtendenciescanbeconfirmedandonetoalesserdegree,thatfoodiesdoindeedcreatetheiridentitythroughfoodconsumption,bywishingtobeapersonthatisknownfortheircookingskillsandfoodinterest,andthatArlaUnikacanusebrandawerness,brandloyaltyandperceivedqualitytobrandthemselvestofoodies.
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Introduction..............................................................................................................................5
Problemformulation............................................................................................................................6
8newfoodtendenciesinDenmarkin2016..........................................................................7
ArlaandArlaUnika............................................................................................................................10
ArlaUnika..............................................................................................................................................11
Philosophicalconsiderationsandparadigms......................................................................................13
Method....................................................................................................................................15
ResearchDesign-CaseStudyResearch..............................................................................................17
QualitativeInterview.........................................................................................................................18
ValidityandReliability.......................................................................................................................19
Ethicsininterviews............................................................................................................................20
Recruitingrespondents......................................................................................................................21
Respondents......................................................................................................................................22
Interviewguide..................................................................................................................................22
Interviewmethod..............................................................................................................................23
RecordingandTranscription...............................................................................................................24
Thematicanalysis...............................................................................................................................24
Coding................................................................................................................................................25
Theory:....................................................................................................................................26
ModernityandConsumerCulture......................................................................................................27
ModernityandIndividuality...............................................................................................................29
IdentityandSelfCreation...................................................................................................................30
ConsumersasIdentity-seekers...........................................................................................................34
Whatisabrand?................................................................................................................................37
BrandEquity......................................................................................................................................40
Theoryrecapitulationanddiscussion.................................................................................................48
Analysis...................................................................................................................................51
NewfoodtendenciesinDenmark.........................................................................................52
MorePeopleareBecomingFoodies...................................................................................................52
AnalysisofPrimaryData:.....................................................................................................................52
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Convenience–Easiertobehealthy....................................................................................................55
AnalysisofPrimaryData:.....................................................................................................................55
BetheChange–ResponsibleConsumption........................................................................................58
Analysisofprimarydata.......................................................................................................................59
Thematicanalysis..................................................................................................................63
Identity..............................................................................................................................................63
AnalysisofPrimaryData–OwnPerceptionofIdentity.....................................................................64
AnalysisofPrimaryData–Self-presentation.....................................................................................67
ArlaUnika..........................................................................................................................................70
AnalysisofPrimaryData–PerceptionofArlaUnika.........................................................................70
AnalysisofPrimaryData–ImprovementwithinArlaUnika............................................................73
BrandEquity......................................................................................................................................76
1:BrandAwareness...........................................................................................................................76
AnalysisofPrimaryData......................................................................................................................76
2:PerceivedQuality...........................................................................................................................79
AnalysisofPrimaryData......................................................................................................................79
3:BrandLoyalty.................................................................................................................................83
AnalysisofPrimaryData......................................................................................................................83
Discussion...............................................................................................................................86
1:Canthe8newfoodtendenciesbeconfirmed?...............................................................................86
2:Howcanfoodies’behaviourbeanalysedthroughBauman,Giddens,Slater,andGabrielandLang’s
theoriesonself-creation....................................................................................................................89
3:HowcanacompanylikeArlaUnikacreatebrandequitytowardsfoodiesinthelightofDavidAaker’s
theoryonbrandequity?.....................................................................................................................91
Limitationswiththeproject..................................................................................................93
Conclusion...............................................................................................................................94
Bibliography...........................................................................................................................96
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IntroductionTodaypeopledonothavetoworrysomuchonhowtogetendsmeet,whichmeansthatthey
havetimeforvariousafterworkandafterschoolactivities.Oneofthepopulartrendsis
concentratedonfoodandthereisagrowinginterestinfoodbybothmenandwomen,which
isshownthroughthenumeroustelevisionshowslikeMasterChef1andDenStoreBagedyst2,
bythegrowingnumberofmagazineslikeGastroandSpisBedre,andinsocialmediawhere
foodblogsareattheirhighest.
TheDanishAgricultureandFoodCouncilmadeananalysisof8comingfoodtendenciesin
2016,thosefoodtendenciescanbecitedas(1)agrowingnumberoffoodies3,(2)agrowing
demandforhighqualityfood,(3)thedesiretobehealthier,(4)humanandanimalwelfare,(5)
sustainability,(6)thedesirefortransparency,(7)proteincontent,and(8)thattheproducts
areclean,meaningthattheydonotcontentartificialingredients(L&F28/122015,p.1-3).
The8tendencieswillbeanimportantfactorinthisproject,andtheywillbeoutlinedlater,but
theyarealreadyseeninthedevelopmentandchangeintheDanes’habitswhengrocery
shopping.
ForDanespricewasadecidingfactorwhenbuyinggroceries,meaningthattheydidnotvalue
tasteandqualityashigh,butthathaschanged.AccordingtoTheDanishAgricultureandFood
Councilin2011approximately27%oftheDanishpopulationchosepriceasthedeciding
factorwhengroceryshopping,in2015thepercentagefellto19%,meaningthatthenumber
ofDanishpeoplechoosingpriceoveranythingelsedroppedwith8percentagepoints(L&F
16/032016,p.1).InsteadofpricingtheDanishpopulationarenowchoosingtheirgroceries
throughfactorslikeanimalwelfare,whethertheproductsareorganic,andiftheyarelocally
produced(L&F16/032016,p.2).Especiallythedemandfororganicproductshaverisen,itis
nowthesecondbiggestprioritywhenchoosingfoodproducts.In201514%oftheDanish
populationcitedthatorganicproductswerethebiggestfactorwhenchoosingproducts
1ABritishcompetitivecookingshow,wheredifferentamateurchefscompeteinbecomingthebestamateurcook2ApopularBritishbakingshowwhereamateurbakerscompeteinbeingcrownedasthebestamateurbaker3Foodieisawordusedtodescribepeoplewhoareveryinterestedinfood(dsn.dk01.12.2016)
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whereasitwasonly8%in2011(L&F16/032016,p.2).Localproductionisnowonthird
placewith12%ofthepopulationchoosinglocallyproducedfoodoveranythingelseandthe
samewithanimalwelfare,11%arenowchoosingthatastheirprioritywherein2011only
3%wereconcernedwithanimalwelfare(L&F16/032016,p.3).
AnotheranalysismadebyTheDanishAgricultureandFoodCouncilshowsthatacirca12%of
Danesprioritisetastewhentheyarechoosingtheirbeef(L&F18/052016,p.1),andcirca
16%prioritisewhetheritislocallyproducedornot(L&F18/052016,p.2).Ingeneralquality,
taste,andproductionarenowbecomingabiggerfactorandthepriorityinfoodpricesis
declining(ibid.).
Theabovementionedanalysescanbeseenasthatthereisamuchbiggerinterestinfoodin
general,becauseeventhoughthereissmallerpercentagethatconcentratesonpriceitisstilla
smallerpartofthepopulation,thesmallerpartmightbeknownasthefoodies.Itisinteresting
formetoexplorethesefoodiesandfindhowtheycreatetheiridentitythroughconsumption
andtofindhowacompanysellsfoodtothesefoodiesthatwantlocallyhealthyandorganic
producedproducts.Acompanythatmeetssomeofthefoodiecriterialiketaste,quality,and
localproductionisArlaUnika,whichisasubbrandofArla,andbesidesconcentratingonthe
consumeridentityofafoodieinmyproject,IwillalsoexplorehowafoodcompanylikeArla
UnikacanbrandthemselvestotheDanishfoodies,IhavechosenArlaUnikabecause,asitis
explainedfurtherinthesectionaboutArlaandArlaUnika,itisadelicacybrandthat
concentratesonasmallconsumersegmentspeciallyinterestedincheese.Ifindthatitisa
nicheproductandthatitwillbeagoodcaseformyproject.
ProblemformulationThefocusinthisprojectisconsumeridentityregardingfoodconsumersandcompany
branding.Iwillfocusonhowfoodconsumers,foodies,identifythemselvesandhowafood
companycanbranditselftothesetypesofconsumers.Inadditiontofindhowfoodiescreate
theiridentitythroughfood,IwilluseArlaUnikaasacasestudyastohowafoodcompanycan
brandthemselvestothesefoodiesandtherebyselltheirproductstothem.
Usingtheoryonself-identityandself-creationinmodernityandwithinproductbranding,I
willtrytoanswermyresearchquestion:
HowdoDanishfoodiescreatetheiridentitythroughtheirinterestinfood?
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HowcanArlaUnikabrandthemselvestothesefoodies?
8newfoodtendenciesinDenmarkin20161:Morepeoplearebecoming“foodies”
InDenmark,thereisagrowingnumberoffoodies,peoplewhoaremoreandmoreconscious
abouttheirfoodchoiceswhetheritcomestobuying,eatingorcookingfood.Consumersare
nowdemandinghigherfoodqualityandtheneedtoknowthespecificsaboutwhatthe
productsaremadeofandwheretheystemfrom.Buttheinterestinfooddoesnotstopwith
higherdemandsregardingfoodsafetyandquality,foodconsumerstodaywanttochallenge
themselvesandtheirskillsinakitchenbycookinghigh-leveldishes,andtoevolvetheirsense
oftaste.Furthermore,thereisbiggerfocusontastecompositionsandinspirationfromdishes
andtraditionsfromallovertheworld(L&F28/122015,p.1).
2:CleanEating–cleanandrealfood
Thedemandforhighqualityfoodwillentailagrowinginterestfor“therealdeal”,whichwill
manifestitselfasasearchforproductsthatarelessprocessedandtherebyclosertotheir
naturalorigin.ThesuspicionforE-numbersandprocesstechniqueswillonlygrow,asreal
foodbecomeshealthier,morefillingandmorenutritious,forexample,naturalfatcontentwill
bepreferredoverlightproducts,whicharedeemedmoreunnatural.Intheretailbusiness,it
isimportanttoaccommodatetheconsumer’sneedfortransparencythroughhonestyabout
thecontentandhowtheproductsareproduced–preferablythroughpersonalcontact
betweentheconsumerandthestoreinwhichtheyshopjustlikeinfarmers’marketsanddelis
(L&F28/122015,p.1).
3:Convenience–Easiertobehealthy
Wewanttobehealthy,bemoreattentiveregardingfoodthanbefore,wewantproductstobe
naturalandtheproducerstobemoretransparent.Therewillbeariseindemandfor
productsthatsavetimeandmakesiteasiertobehealthy.Weexpecteasyhealthyto-gomeals,
alreadypreparedfreshvegetablesforcooking,healthyandfreshprecookeddinners,inspiring
foodislesthatcanbringinspirationtotheconsumer,andsoforth.Adelicanbethesolutionin
thesensethatitcanhelptheconsumerstogetinspiredandatthesametimebuyfresh
productthatcansatisfytodaysfoodies(L&F28/122015,p.1).
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4:Bethechange–responsibleconsumption
Respectandthoughtfulnesstohumans,animalsandthenatureingeneralisahigherand
higherleadingfactorforthefutureconsumers.Especiallywithtrendsettersthereisabigger
consciousnessaboutunderwhichconditionsthefoodisproduced–andconcernsabout
aspectsofunfairproductionconditions,inexpedientenvironmentalimpact,andthelackof
animalwelfarewillbeabiggerandbiggerinfluencer.Especiallythered“Ø”,whichisthe
Danishlabelforcertifiedorganicandwhichsignalsbothcleanfoodandgoodforthenature
andtheanimals.OverathirdoftheDanishpopulationboughtonlyorganicoralmostonly
organicgroceries(L&F28/122015,pp.1-2).
5:Lessismore
Indirectcontinuationofthetrendforresponsibleconsumption,weseeagrowingawareness
ofsustainability.Therewillbeagreaterfocusonenjoyinggood–healthyfoodjustinsmaller
quantities.Atthesametime,therewillbemoreconsumerswhooccasionallyoptoutofmeat
outofadesiretoprotecttheenvironmentandlivehealthier.Whenmeatisselectedthe
qualityandgoodanimalwelfareweighheavilyintheselectionbythecoldcounter.
Moderationwillalsobereflectedinagreaterfocusonfoodwaste.Theconsumerhasbecome
moreawareofnotonlyeconomic,butalsoenvironmentalimpactsoffoodwasteandthey
wantmorestrategiesandactionstopreventthis.Basedonthesefactors,weexpectthat
Danishfoodconsumptionwilldecline((L&F28/122015,p.2).
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6:Location,location,location
Thedemandforfood,thedesirefortransparencyandagrowingawarenessofsustainabilityis
reflectedinapreferenceforlocallyproducedproducts.Danishproductsarepreferredsinceit
isperceivedasbeingofaparticularlygoodquality.Originlabellingandlocalfoodisseen
everywhereintheretailindustry.Atthesametime,areductionoftransportationincreasingly
becomespartofthesustainabilityagenda.Thiscanexposeaninterestingdilemmaforthe
futureofconsumer,whenchoosingwithinafoodcategory:Foreignorganically-orDanish
conventionally?(L&F28/122015,p.2)
7:Protein–stillgoingstrong
Wehavealreadyin2014proclaimedproteintobeoneofthegreatesttrendsanditwill
continuetoassertitselfin2016.TheDanesareverypositivetowardsprotein,theyregardit
asthemostimportantnutrient,followedbycarbohydratesandfats,anditisalsowhatmostof
thepopulationthinkabouteatingmoreof.Withinparticularlydairycategoryandvegetables
we'llseemoreproductsmakeclaimofhighprotein-somethingthatwillchallengefreshmeat,
whichtraditionallyisassociatedwithhighproteincontent(L&F28/122015,p.2).
8:Freefrom
Finally,weseeanexcitingtrendintheincreasinginterestforproductsthatclearlyindicates
thattheyare'free'fromvarioustypesofcontentthatconsumerscanconsiderharmful.The
trendreflectsthedesiretolivehealthyandeatcleanfood-freeofforexample,GMO
ingredients,sugar,antibiotics,additives,glutenorlactose.Thelatterinvolvesaninteresting
compromise:Naturallactoseinmilk-orthemoreprocessedlactose-freeversion?Ifyou,
however,havethatthelactosegiveslesswell-beingorisdecidedlyunhealthy(because
lactoseismilksugar),thentheconsumerwilloccasionallycancelthis(L&F28/122015,p.2).
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ArlaandArlaUnikaArlaFoodsisaninternationaldairycooperativeand
thelargestproducerofdairyproductsinNorthern
Europe,theseventhlargestdairycompanyinthe
worldandthethirdlargestdairycooperative.The
cooperativestartedin2000asamergerbetweenthe
SwedishdairycooperativeArlaandtheDanishdairy
cooperativeMDfoods(arla.com,21.12.2016).
ArlaandProductionquality
Arlaisveryconcernedaboutqualityandresponsibility.Arlafarmersmanagetheirfarmsand
milkproductionaccordingtoacommonfarmqualityassuranceprogrammecalled
Arlagården.Thisway,thefarmersandArlaensurethattheirmilkisofthebestqualityand
producedinaresponsiblemanner.
Ifafarmerunexpectedlyshouldcommitamajorviolationoftheprogramme,thecooperative
willnotaccepthisorhermilkuntiltheissuehasbeenaddressed(arla.com,21.12.2016)
Arlaandsustainability
SustainabilityishighontheagendaatArla.Arlaisdedicatedtoreducingtheimpactoftheir
productionforexample,Arlafarmersaimtoreducetheclimateimpactperkiloofmilkleaving
thefarmby30%by2020comparedto1990andonlysustainablesoyisusedincowfeed.
Theaimistoreducethecooperative'stotalgreenhousegasemissionsbyonequarterin2020,
comparedto2005.Sofar,Arlahasreduceditstotalclimateimpactby16%–despitea
significantincreaseinproduction(arla.com,21.12.2016).
Furthermore,theyconcentrateonanimalwelfaretherefore,theywanttoensurethattheir
animalsarelookedafterproperlyandthattheirneedsaremet.(arla.com,21.12.2016).
Arlaisalsoconcernedwiththeaspectoffoodwaste.Theywanttohelpconsumersreduce
theirfoodwasteby50%,byhelpingthemtobetterplanfoodpurchasesandtomakefulluse
ofproducts.
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ArlaandHealth
Arlastrivestomakemilk’snutrientavailableinavarietyoftastyproductsthatmakeiteasier
fortheconsumertoliveahealthylife.Arlastrivestomakehealthyproductsthatcanhelpthe
consumerinthebusyanddemandingeverydaylife.Theymaintainmostofthevitamins,mineralsandbioactivecomponentsinthemilk,furthermore,theyselecttheiringredientsand
additivescarefully.Theytrytomaketheirmilkbettertomatchspecificeverydaylifeneeds,by
forexample,addingprotein,probiotics,vitaminsorfibresorreducinglactose(arla.com,
21.12.2016).
ThemajorityofArla’sproductsarefreeofartificialingredientsandadditives,butsome
ingredientsandadditivesaredifficulttoavoid,however,Arlaisconstantlytryingtokeepthe
productsasnaturalaspossible.
ArlaUnika
ArlaisknownaroundtheworldfortheirmajorbrandslikeArla,thebutterbrandLurpakand
Castellocheeses,however,Arlahas29subbrandsintotal,oneofthembeingArlaUnika
(arla.com,21.12.2016)
ArlaUnikaisaDanishdelicacybrandthatprimarilyproducescheese,butalsobeer,wine,
coffeeandtea(arla.com,21.12.2016)ThewordunikaisDanishforuniqueproducts.
In2002,DanishchefscomplainedthatArlalackeddiversityandthattheywereruiningthe
littlediversitytherewasinDanishdairyproducts.Arlathenjoinedtogetherwithcheese
connoisseurstocreateacheesebrandwithinspirationfromthenewNordiccuisine.The
cheesesarestillproducedtogetherwithsomeofthebestchefs,cheeseconnoisseurs,and
dairytechnicianstocreatespecialhigh-end,locallyproduced,delicacycheeses(arla.com,
21.12.2016).TheuniquethingaboutArlaUnikaisthatthereisaconstantandongoing
processwithsomeofthebestDanishchefs,theirneedsforwhattheywanttoserveintheir
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restaurantsaremet,andeventhoughthechefsarenotdairytechnicians,theyarestill
developingthecheeses(euroman.dk21.12.2016).Thecheesesarehandmadeandtake
inspirationfromtheFrenchcheeseproduction.Thecheesesarebrandedaslocalcheeseswith
inspirationfromalloverDenmark,butmostoftheircheesesareproducedinaDanishcity
calledTroldhede.ArlaUnikaisnotonlyacheeselabelitisalsoaninnovationprojectforArla
anditisinconstantdevelopmentfromwhattypeofmilkisthebesttodevelopnewflavour
andtastesthatfitsintothenewNordiccuisine.
InthebeginningArlaUnikawasonlyavailableinhigh-endrestaurants,toasmallandspecial
crowd.Today,ArlaUnikahasshiftedtheirstrategyabitandarenowbigenoughtosellthe
productstoeverydayconsumers,itisstillonlyanicheproduct,however,itisavailable
outsideoftherestaurants.ArlaUnikahasawebshop,theirowndelicacystores,anditisalso
availableinselectedsupermarketsandotherdelicacystores(euroman.dk,21.12.2016).
ArlahasmadelittleefforttousetraditionalmarketingstrategiesforArlaUnika,sinceitisa
nicheproducttheyhavekeptthemarketingtoaminimal,theydonotprintthetraditional
adds,andinstoresthecounterswithArlaUnikaproductsisverymodest.
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PhilosophicalconsiderationsandparadigmsParadigmsare:“abasicsetofbeliefsthatguidesaction,whetheroftheeverydaygarden
varietyoractiontakeninconnectionwithadisciplinedinquiry”(Guba1990,p.17).The
paradigmsarecategorisedbythewaytheirinterpreterreactstotheontological,
epistemological,andmethodologicalquestiononaphilosophicalspectrumthatrunsfromthe
positivisticstancetotheconstructiviststance(ibid.).
Ontologyisconcernedwithwhatthenatureofrealityis,epistemologyisconcernedwiththe
relationshipbetweentheinquirerandtheknowable,andlastlymethodologyisconcerned
with“howtheinquirershouldgoaboutfindingoutknowledge”(Guba1990,p.18).
Asmyresearchquestionseekstounderstandasocialphenomenonandclarifysocialrelations
myphilosophicalstanceissocialconstructivismorjustconstructivism(videnskab.dk
19.01.2017)asIneedtounderstandwhyfoodiesinteractwiththeworldandhowthisaffects
them.
AccordingtoCarson(2006)fromaconstructivist’sperspective“truthisaconstructionthat
referstoaparticularbeliefsystemheldinaparticularcontext”(Carson2006,p.16).
Rasborgstatesthatconstructivismemphasizesthatrealityisinfluencedorshapedbyour
recognitionofit.Constructivismpointsoutthatsocialphenomenaarenoteternaland
unchangeable,theyarecreatedthroughhistoricalandsocialprocesses(Rasborg2004,p.
349).
Constructivismistheknowledgeoftheoutcomeorconsequenceofhumanactivity,
“knowledgeisahumanconstruction,nevercertifiableasultimatelytrue,butproblematicand
everchanging”(Guba1990,p.26).
Theconstructivist’sontologicalstanceisrelativism,hererealityexistsintheformofseveral
mentalconstructions.Relativismisfundamentaltoopennessandtheon-goingsearchforever
moreinformedandsophisticatedconstructions.Inrelativism“realitiesaremultiple,andthey
existinpeople’sminds”(Guba1990,p.26).
Epistemologicallytheconstructivisttakesasubjectivistposition,subjectivityistheonly
meansofunlockingtheconstructionheldbyindividuals,subjectiveinteractionistheonlyway
toaccesstherealitiesthatonlyexistintherespondent’sminds(ibid.).
Asconstructivismaimstoidentifytheconstructionsthatexistsandbringthemintoasmuch
consensusaspossible,themethodologyhastwoaspects–hermeneuticsanddialects.The
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hermeneuticaspectconsistsindescribingindividualconstructionsascorrectlyaspossible,
andthedialecticaspectsconsistsofcomparingtheseconstructionssothateachindividual
confrontstheconstructionsofothersandcomestotermswiththem(Guba1990,p.26).
Thus,constructivismdoesnotintendtopredictorcontroltherealworldandneither
transformit,insteaditwishestoreconstructtheworld“attheonlypointinwhichitexists:in
themindsofconstructors.Itisthemindthatistobetransformed,notthe“real”world”(Guba
1990,p.27).
Mytheoretician,especiallyAnthonyGiddensandZygmuntBaumancannotbedefinedpurely
asconstructivists,however,sincemytheoreticianingeneralconcernthemselveswithsocial
phenomenaandhowpeopleactinasociallyconstructedworld,Iwillinthisprojectusethem
fromaconstructivistview.
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MethodThisanalysismodelgivesmeanoverviewoftheprojectitself,myprojectisbuildupinthat
waythatIusethematicanalysis,ananalysisofthe8newfoodtendenciesinDenmark,anda
brandequityanalysistoanalysetheidentityofafoodieandtoanalysethebrandingaspectof
italltoanswermyresearchquestion.
First,Iwishtoexaminefoodies’thoughtsandbehaviourtowardsidentitycreationandsecond
IwanttoexaminehowafoodcompanylikeArlaUnikacanbrandthemselvestowardsfoodies
byexaminingtheirthoughtsandbehavioursonArlaUnikaandfoodconsumption.Ihave
chosentousequalitativeresearch,whichtendstobeconcernedwithwordsinsteadof
numbersinthecollectionandanalysisofdata(Bryman2012,p.36).Qualitativeresearchis
concernedwithunderstandingthesocialworldthroughanexaminationoftheparticipants
andtheirinteractioninagivencontext.Furthermore,inqualitativeresearch,socialproperties
areresultsoftheinteractionbetweenindividuals(Bryman2012,p.380).Inmywork,Ihave
combinedpre-existingdata,whicharethe8foodtendenciesmentionedintheprevious
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sectionandmyownprimarydata,whichisinterviewsofrespondents,toviewquestionson
foodconsumption,identity,lifestyle,andbranding.Theinterviewshavebeencodedand
thematictopicshavebeenextracted,thiswillbeexplainedfurther.
Asmentioned,Ihavechosentodoqualitativeresearch,morepreciselyqualitativeinterviews.
Myresearchdesignisacasestudy.Thecasestudyallowsmetostudyareal-world
phenomenonindepth,andqualitativeinterviewsgivemethepossibilitytoconsiderthetopic
fromtheviewpointofthepeoplestudied.Qualitativeresearchismoreexplanatory,therefore
IcanbetterexplainhoworifDanishfoodiesreflecttheiridentitythroughtheirinterestin
food.Furthermore,Icanalsouseittoexplainhowandwhythesefoodieschooseaparticular
brand.
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ResearchDesign-CaseStudyResearch.Casestudyresearchisoneofthenumerousformsofsocialscienceresearch.Casestudy
researchisthepreferredmethodwhen(1)themainresearchquestionsare“how”or“why”
questions;(2)aresearcherhaslittleornocontroloverbehaviouralevents;and(3)thefocus
ofastudyiscontemporary(asopposedtoanentirelyhistorical)phenomenon.
Thecasestudy’suniquestrengthisitsabilitytodealwithafullvarietyofevidence–
documents,artefacts,interviews,andobservations(Yin2014,p.12).Thecasestudyisusedin
manysituations,tocontributetoourknowledgeofanindividualgroup,anorganisationora
social,political,orrelatedphenomenon(Yin2014,p.4).
Thereisatwo-folddefinitionofcasestudyaccordingtoYin;thefirstpartisthescopeofacase
study.
“Acasestudyisanempiricalinquirythatinvestigatesacontemporary
phenomenon (the case) in depth and within its real-world context,
especiallywhentheboundariesbetweenphenomenonandcontextmay
notbeclearlyevident”(Yin2014,p.16).
Thesecondpartofthedefinitionofcaseisthefeaturesofacasestudy–studiesarisebecause
phenomenonandcontextarenotalwayssharplydistinguishableinreal-worldsituations.
Therefore,othermethodologicalcharacteristicsbecomerelevant.
Yinstatesthat:
“acasestudyinquirycopeswiththetechnicallydistinctivesituationin
whichtherewillbemanymorevariablesof interestthandatapoints,
andasaresultreliesonmultiplesourcesofevidence,withdataneeding
toconverge ina triangulating fashion,andasanotherresultbenefits
from theprior development of theoretical propositions to guide data
collectionandanalysis”(Yin2014,p.17).
So,thetwo-folddefinitioncoversthescopeandfeaturesofacasestudy–showshowcase
studyresearchcontainsanall-encompassingmethod,coversthelogicofdesign,data
collectiontechniques,andspecificapproachestodataanalysis(Yin2014,p.17).
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QualitativeInterviewTheinterviewisthemostwidelyemployedmethodinqualitativeresearch(Bryman2012,p.
469),andthisisalsothedatacollectionmethodIhaveusedinthisproject.
Iwillfocusonsemi-structuredinterviewsasthisismychosenformofinterview.
Ihavechosenthesemi-structuredinterviewasitgivesmeinsightintotheparticipants’point-
of-view,andhowtheyinterprettheworld(Bryman2012,p.471).
Thequalitativeinterviewisrelevantasittriestounderstandtheworldfromtherespondent’s
perspective,explainmeaningthatrelatestotherespondent’sexperiencesand,toestablishthe
respondent’slifeandnotprovidesystematicallydescriptions(KvaleandBrinkman2009,p.
17).Inqualitativeinterviewsandresearchingeneral,thereismuchlargerinterestinthe
respondent’spointofview(Bryman2012,p.470).
Researchinterviewsarenotaconversationbetweenequals,becausetheresearcherdefines
andcontrolsthesituation.Theresearcherpresentsthetopicoftheinterviewandfollowsup
withcriticalquestiontotherespondent'sanswerstothequestionsbeingasked.Asemi-
structuredinterviewisaninterviewthataimstoobtaindescriptionsoftherespondent's
worldtointerpretthemeaningofthephenomenabeingdescribed(KvaleandBrinkmann
2009,p.19).
AccordingtoBryman(2012)theresearcherhasaninterviewguideinasemi-structured
interview.Theinterviewguideisalessstructuredlistofquestionsthanaquestionscheme,it
canalsovaryfromasimplememorylistusedinunstructuredinterviewsorastructuredlistof
questionsforasemi-structuredinterview(Bryman2012,p.473).Thequestionsinthe
interviewguideneedtobecovered,buttherespondenthasagreatdealoffreedominhowto
replytothequestion.Furthermore,questionsmaynotfollowexactlyhowitisoutlinedinan
interviewguide,asquestionsthatarenotincludedintheguidemaybeaskedifthe
interviewerpicksuponsomethingsaidbytherespondent(Bryman2012,p.471).However,
mostofthequestionswillbeaskedandasimilarwordingwillbeused(ibid.).
Thekindsofquestionsbeingaskedinqualitativeinterviewsareveryadaptable.
IwillexplainhowIhaveusedqualitativeinterviewandmyinterviewguideinthesections
“InterviewGuide”and“InterviewMethod”.
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ValidityandReliabilityWhendoingsocialresearchitisimportanttoknowwhetheronesobservationsarevalidand
reliable(Mariampolski2006,p.193).
Mariampolskidescribesvalidityas“anagreementbetweentwoeffortstomeasurethesame
thingwithdifferentmethods”,and“accuracy”(Mariampolski2006,p.193).Tosaythata
researchisvalidistosaythattheyaretrueandcertain.Truemeansthatmyfindingscorrectly
characterisethephenomenonreferredtoandthattheyarebackedbyevidence(Erikssonand
Kovalainen2008,p.292).Validitycanbeensuredtroughdifferentmethodsandtoensurethe
validityinthisprojectIhavechosentouseindividualqualitativeinterviews.Becauseofthe
timeframeandtheextentofthisprojectIhavechosennottouseothermethods.Irealisethat
thiscanberisky,however,Ibelievethatitisenough.Infurtherorfutureresearchitwouldbe
suitabletoadfocusgroups,especiallyinregardtoArlaUnikaasabrand,herethe
respondentswouldbeabletosupplementeachother,whichwouldallowforanevenmorein-
depthstudy.
AccordingtoMariampolskireliabilityis“anagreementbetweentwoeffortstomeasurethe
samethingwiththesamemethod”or“ameasureofhowreplicableanysetoffindingsmaybe”
(Mariampolski2006,p.193).Reliabilityisconnectedtothedegreeofconsistencyinaproject
meaningthatanotherresearchercanreplicatemyresearchandcomeupwithsimilarfindings
(ErikssonandKovalainen2008,p.292).ToensurethesameresultIhavechosentousea
qualitativesemi-structuredinterviewwithaninterviewguide.Thesemi-structuredinterview
hasgivenmethepossibilitytomodifymyinterviewtoadjusttoanygivensituationinthe
interviewandeventhoughthequestionscanvaryinasemi-structuredinterview,my
interviewguidemakessurethatthecorequestionsareaskedandtherebytheyprovidethe
neededanswersandcanthereforebereplicated.
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EthicsininterviewsInterviewresearchisimbuedwithethicalproblems.Ethicalproblemsininterviewresearch
arisesbecauseofthecomplexitiesassociatedwithexploringpeople'sprivatelivesandmaking
descriptionspublic(Kvale&Brinkmann2009,p.80).Ethicalissuesinfluencetheentire
courseofaninterviewandoneshouldtakeintoaccountpossibleethicalproblemsfromthe
outsetofaninvestigationtothefinalreport(Kvale&Brinkmann2009,p.81).
Theknowledgedependsonthesocialrelationshipbetweentheinterviewerandthe
respondent,whichthendependsontheinterviewer'sabilitytocreateasceneinwhichthe
respondentfreelyandsafelycantalkaboutprivatemattersrecordedforfuturepublicuse.
Thisinturnrequiresafinebalancebetweentheinterviewer'squesttoobtaininteresting
knowledgeandhisethicalrespectfortherespondent'sintegrity(Kvale&Brinkmann2009,p.
32).
TherelationshipbetweentheinterviewerandtherespondentcanaccordingtoPäiviEriksson
andAnneKovalaunen(2008)varyinthreedifferentwaysandthisvariationgivesthree
differingperspectives(Eriksson&Kovalaunen2008,p.65);1)theresearchercanbe
disconnectedandremaindistanttotheresearchobjectwheretheresearchedaresubjects,
datasources,andrespondentsinaresearchsetting;2)Theresearchercanbeslightly
participant(participant-observer)intheresearch;and3)theresearchercanactively
participateinactivitiesandpermitchangestotakeplaceandmaybealsomakechangesasan
organiser,changeagentorenabler,herethosewhoarebeingresearchedarecollaboratorsin
research(ibid.).
Inthefirstrelationshiptheresearcheroftencontemplatesofthepossibleethical
responsibilitiesascontractualones,hereawrittenagreementisneededbetweenthe
researcherandtheonebeingresearchedthatexplainsthepurposeoftheresearch,the
involvement,treatmentofsubjects,detailsintherelationship,publicationsanddifferent
questionaboutforexample,confidentiality(Eriksson&Kovalaunen2008,pp.65-66).
Inthetwolatterrelationships,theconditionsinthefirstrelationshiparestillrelevant,but
heretheresearcherbecomesfriendswiththeirsubjects,inthesetypesofresearchitis
importanttopayattentiontoguardtheanonymityofthesubjectsandtocreateatrusting
relationship,whichwillnotbeviolatedduringtheresearchprocess(Eriksson&Kovalaunen
2008,p.66).
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AccordingtoErikssonandKovalaunen(2008)therearesomegoodpractices,rulesand
ethicalcodeswhendoingresearch.1)voluntaryparticipation–peoplewhoparticipatein
researchneedtobethereonvoluntarybasis,theyshouldnotbelievethattheyarerequiredto
participateinastudy;2)informedconsent–thisisrelatedtovoluntaryparticipation,herethe
basicsofthestudyispresentedtotheparticipantincludingfactsabouttheresearchandthe
purposeoftheresearch,theidentityoftheresearcheretc.;3)researchshouldnotbringany
harmtoparticipants;4)anonymity,privacyandconfidentiality–personalinformationshould
bekeptconfidentialiftheparticipantswishso(ErikssonandKovalaunen2008,pp.70-74).
Theparticipantsinmyresearcharekeptanonymousallowingthemtospeakfreelyabouthow
theyperceivethemselves.Theyknewtheoverviewoftheresearch,butIdidn’tgivethemthe
specificsuntilaftertheinterviewasIdidn’twantbiasanswers.Iaskedfortheirconsentin
regardstoaudiorecording,however,itwasnotacontractualagreement.
RecruitingrespondentsIhavehadaccessto10personswhohaveahighinterestincookingandfoodingeneral,also
interpretedbymeasfoodies,becauseIwanttofindifthesefoodiesusetheirfoodinterestto
createtheiridentity,furthermore,these10personsneededtoknowthebrandArlaUnikaasI
believethatfoodiesknowanichefoodbrandlikeArlaUnikaandIneedtoknowhowafood
brandcanbrandthemselvestowardsthesefoodies.Theseinterviewswillthenbeinterpreted
andanalysedfurtherinthisproject.10respondentsmightbeconsideredasmallnumber,but
ArlaUnikaisanicheproduct,sothese10respondentsweretheonesIcouldtrack.Moreover,
myunstructuredinterviewapproachshouldgivemeenoughinsightintotheworldofafoodie
becauseofthescopeoftheproject.Originally,Ionlyconducted5interviews,butwhenI
startedmyanalysisIfoundthatitwasnecessarytocollectmoreinterviewsastheanswers
werenotsatisfying.
Originally,Iwantedtorecruitrespondentsbyaskingrandompeopleinasupermarketorthe
ArlaUnikastoretogetamorenuancedgroupofrespondents.However,thisfailedasitwas
hardtogetrandompeopletocommitfor30minutesanditwashardrandomlytofindanyone
whoknewArlaUnika,therefore,Iusedthesnowballmethod.Inusingthesnowballmethod,
theresearchermakesinitialcontactwitharespondentoragroupandthenusesthiscontact
togetincontactwithothers(Bryman2012,p.202).Theadvantagewiththesnowballmethod
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isthatitisaquickandeasywaytofindrespondents.However,theproblemwiththesnowball
methodisthattherespondentsareoftensimilarinage,occupationandplaceofresidence.
RespondentsMyrespondentsweremenandwomenintheagesof21-47,theyalllivedinAarhus,except
onewholivedinRanders,whichisclosetoAarhus.ThefactthatmostofthemlivedinAarhus
didnotsurprisemeastheonlyArlaUnikastoreisinAarhus.
Myrespondentswereasfollowed;Sara,28,justfinishedherCand.Mag,residesinAarhusN,
andissingle.Tina,27,justfinishedherCand.Mag,residesinAarhusC,shehasaboyfriend.
Maria,28,residesinAarhusN,justfinishedherCand.Mag.,shehasaboyfriend.Lars,21,
studiesMedicineatAarhusUniversity,residesinAarhusC,heissingle.Christina,30,a
teacher,residesinAarhusC,sheissingle.Lea,29,studiesCulture,Communicationand
GlobalizationatAalborgUniversity,residesinAarhusC,marriedwithonechild.Thomas,26,
studiesTheology,residesinAarhusC,single.Mette,26,studiesArtsatAarhusUniversity,
residesinAarhusCandhasaboyfriend.Jesper,47,heisaprincipleatanelementaryschool,
residesinRanders,marriedwith3children,andPernille,22,studiesarchitectureatAarhus
SchoolofArchitecture,residesinAarhusC,single.
InterviewguideFormyprojectIdevisedaninterviewguide,thisinterviewguidewasapartofmysemi-
structuredinterviewtohelpmegatherrelevantdata.Myinterviewguideismadeupoffour
categories,thishelpsmeandtherespondenttogetanoverviewoftheinterviewanditalso
preventsitfrombeingmessy.Thefirstquestionsinmyinterviewguidesarebasicquestions
aboutage,residencyandoccupation,Ialsohaveaquestionregardingtheparticipant’sgender,
Iwill,however,notaskthisquestion.Myfirstthemeisregardingtheparticipant’scooking
andeatinghabits,Iwillinformtheparticipantaboutthistheme,thequestionsinthistheme
areabouthowbigofaninteresttheyhaveinfood,whethertheyliketochallengethemselves
inakitchen,andhowmuchtheythinkaboutwhattocookforothers.Thesequestionswillbe
askedtoestablishwhethertheparticipantisactuallyafoodieandhowbigapartoftheir
identityandeverydaylifefoodis.Thenextquestionsareaboutwhattheparticipantweighthe
mostwhencookingfoodandhowimportanthealthiswhenpreparingfood.Thesequestions
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aredevelopedinaccordancetothe8foodtendencies,tofigurewhetherhealthisimportantto
theparticipant.
Thenextcategoryisregardingtheparticipantsbuyinghabits,Iwillaskquestionregarding
wheretheyprefertoshopandwhatthereasonforthisistoseeiftheyprefersomespecial
stores,thisisimportantbecausemanynicheproductsareindelicacystores.NextIwillask
whichvaluesareimportantwhentheyshop,thisistoseeiftheypreferpriceoverqualityetc.
Iwillalsoaskwhatisnormallyintheirbasketandiftheynoticewhatisinothersbasket,
thesequestionsareimportantasIwishtoestablishwhethertheyareconscienceaboutthe
environmentbybuyingorganicandenvironmentfriendlyproducts,andhowmuchthey
noticeifothersareorarenot,thisisalsoimportantinregardtothe8foodtendencies,whichI
willuseinmyanalysis.
ThethirdcategoryisregardingArlaUnika,IwillaskhowmuchtheyknowaboutArlaUnika,
whethertheybuytheirproducts,andwhatArlaUnikacanimprovetokeepthemascustomers
orattractthemasnewcustomers.Thisisimportantinregardtomyresearchquestiononhow
acompanylikeArlaUnikacanbrandthemselvestofoodies.
Thelastcategoryisaboutthechoiceoffoodbrands,thiscategoryconsistsofquestionslike
whatcapturestheirattentionwhentheymustchooseafoodproduct,wheretheyget
inspirationtobuyproducts,andwhatmakesthemchooseafoodproductoveranother.These
questionsalsohelpmefigurewhatisimportanttoconsumersandtherebyuncoverhowa
companycanbrandtheirproductstofoodies.
TheadvantageofhavinganinterviewguideistomakesurethatIgettheanswersIneed,but
thatatthesametimeitispossibletoaddtothequestions.
InterviewmethodTocreateasafeenvironmentfortheparticipantswheretheycananswerfreelyandhonestly,I
havechosentomaketherespondentsanonymous,andIhavethereforecreatedanaliasfor
theparticipants.Iwillstillneedtoknowtheirgender,age,occupationandplaceofresidence
toestablishthedemographics.Theinterviewswereconductedinmyhometocreatearelaxed
andinformalenvironment.Theinterviewswereconductedfacetofaceandthroughphone
interviews.Phoneinterviewswasanecessityformeasthereweresomelogisticalchallenges
andthereforetherespondentsaskedifitcouldbedonethroughthephone.Thedisadvantage
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withthephoneinterviewwasthatIcouldn’treadtherespondents’facialexpressioncreating
ariskthatsomeofthemeaningfromtheanswersgotlost.Anotheroptionwouldbeifthey
sendmetheiranswerthroughemail,however,inthatsituationitwouldbeimpossibleforme
todoasemi-structuredinterview.MyinterviewswereconductedinDanishinconsideration
formyrespondentsasnoteverybodywascomfortablespeakingEnglish.
MyquestionsweremostlyopenasIdidnotwishtoleadtherespondenttoananswer,but
rathergivethemtheopportunitytogivemetheirownopinion,Ialsomadetheconscious
choicetonotinformthemindetailwhattheprojectwasaboutsotheydidnottrytoanswer
thequestionsaccordingtowhattheythoughtwouldfitwiththeproject.
RecordingandTranscriptionIchosetorecordtheinterviewsinsteadoftakingnotesasitensuredthattheinterviewhadan
ongoingflowandallowedformoreelaborateanswersbecausetherespondentcouldtalk
freelywithoutmestoppingtheinterviewtowritetheanswersdown,italsopreventedthe
riskoftheanswerslosingtheirmeaningifeverythingwasnotwrittendownorthatsomeof
theanswerswouldgetlostentirely.
AftertheinterviewswereconductedItranscribedthem.Formetobeabletocolourcodeand
derivemyempiricaldata,thiswasnecessary.Itranscribedalmosteveryword,exceptifitwas
redundantorifitwassounds.InDenmarkthesound“Øh”isusedalotbeforeansweringa
question,Ichosenottowritethatdown,asIdidnotseeapointinmeusingitforthederiving
ofempiricaldata.AnissuewithmytranscriptionisthatitisinDanishbecausetheinterviews
wereconductedinDanish,however,formyanalysisIneedtheanswersinEnglish,therefore,
thereisariskthattheanswerswilllosesomeoftheirmeaningwhentranslatedfromDanish
toEnglish.
ThematicanalysisThematicanalysisisnotaresearchmethod,butananalyticalapproachusedinmanymethods
forexample,incasestudy(Lapadat2010,p.2).
Thematicanalysisisamethodusedtoidentify,analyse,andinterpretpatternsofmeaning,
alsocalledthemes,withinqualitativedata(ClarkeandBraun2016,p.1).
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Lapadat(2010)statesthat“thematicanalysisiswidelyusedasananalyticapproachacross
methodsandparadigmsbycasestudyresearch,qualitativeresearchesingeneral,and
scholarsofhumanitiesbecauseofitspowertoyieldinsightfulinterpretationsthatare
contextuallygrounded”(Lapadat2010,p.3).
AccordingtoClarkeandBraun(2016)thematicanalysisprovidesavailableandsystematic
processesforgeneratingcodesandthemesfromqualitativedata(ClarkeandBraun2016,p.
1).
Lapadatstatesthatthematicanalysishasfivepurposes,itisameansof1:seeing,2:finding
relationships,3:analysing,4:systematicallyobservingacasestudy,and4:quantifying
qualitativedata(ibid.).Thematicanalysiscan,furthermore,beusedtoreduceandmanagea
largevolumeofdatawithoutlosingthecontext.Anextensiverangeofdatasourcecanbeused
inthematicanalysis,amongotherthingsmychoiceofdatacollection,qualitativeinterview
(Lapadat2010,p.2).
Themainstrategyusedinthematicanalysisiscoding(ibid.).Thiswillbeunderlinedinthe
sectionbelow.
CodingCodesareconceptsthatareidentifiedthroughexplicitcriteria,inqualitativeresearchcoding
isthesearchforconcepts,themesorcategories,whichhelptheresearchertoorganiseand
interpretdata(Benaquisto2008,p.2).Furthermore,codingistheprocesswherethe
researcherextractsthesethemesandconceptfromrawdatasuchasinterviews.Thethemes
arethenfurtherdistinguishedorintegratedsotheymayberewrittenintosmallernumbersof
categories(ibid.).
Itisarguedthatthecodingprocessshouldbeginwithouttheinfluenceofexistingideaand
concepts,however,thismaynotbepossiblebecauseofmostresearchers’knowledgeonthe
areatheyareresearching(Benaquisto2008,p.3).Ihavechosentocolourcodemythemes
meaningthatIwillhighlightthecoherentthemesfromtheinterviews,whichIhavecollected,
thesethemeswillthenbedividedintosubcategories.Thisgivesmeastructureofthe
extensivedataandmakesiteasierformetothenanalysethisdata.
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Theory:Theaimofthisprojectistoshedlightonhowfoodiesexpressthemselvesthroughtheirfood
consumptionbyusingArlaUnikaconsumersasanexample,furthermore,Iwanttodiscover
howacompanylikeArlaUnikacanbrandthemselvestothistypeofconsumer.Iwantto
demonstrateifandhowfoodiesasconsumerscreatetheirself-identitythroughtheircooking
andconsumptionoffoodmakingconsumeridentityandidentitycreationoneoftwomain
focusesinthisproject.Toexplainconsumercultureinthemodern-dayworldIseeitfittingto
useZygmuntBauman’s(2000)theoryonconsumerculturetodayincludinghistheoryon
modernitywherehestatesthatweliveinafluidmodernityandaconsumersociety.In
addition,IhaveusedDonSlater’s(1997)theoryaboutmodernityandconsumercultureto
highlighthowtheconsumptionlandscapeisinthemodernsociety.Regardingconsumer
identity-creationIhaveincludedAnthonyGiddens(1991)toexplainthesubjectofself-
creationbecausehistheoryaboutmodernityandself-identityisconcernedwithhowthe
individualcreatestheirownidentityintoday’smodernworldthroughacontinuousnarrative.
Iwishtoanalyseandexamineifhistheoryonself-creationfitswiththefoodies’possible
identity-creation.Furthermore,IhaveincludedYiannisGabrielandTimLang’s(2006)theory
ontheconsumerasanidentity-seeker.Theyexplainhowtheconsumertodayhasbecomean
identityseekerandthattheycanbuynewidentitiesthroughproductsandbrands.
ThesecondfocusinthisprojectisbrandingandhowcompanieslikeArlaUnikacanbrand
themselvestofoodies.Mymaintheoryinanalysingwhatcompaniescandotoincreasetheir
brandvalueisDavidAaker’sBrandEquityModel(1996)whereheexplainsexactlythat.To
explainthedefinitionofwhatbrandingisIhaveprimarilyusedKevinLandKeller(2013)
explanatorytheoryonbranding.
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ModernityandConsumerCultureTodaywearelivinginaliquidmodernsociety(Bauman2012,p.2).Theliquidorfluidisa
metaphorforthemodernworldasitdoesnothaveafixedshape,furthermore,fluidsare
constantlyreadytochange(Bauman2012,p.4).
DonSlaterstatesthatmodernityestablishesitselfaroundasenseoftheworldasexperienced
byasocialactorwhoisbelievedtobeindividuallyfreeandrational,butruledbyafluidity
andaworldthatisproducedthroughoutrationalorganisationandscientificknow-how,in
thistheconsumerandconsumerismisbothrepresentativeofthenewworldandcrucialtoits
creation(Slater1997,p.9).
Thetransitionfromsolidtoliquidmodernityalsomarksatransitionfromaproducertoa
consumersociety,whereouridentitynowliesasconsumersandnotproducers(Petersen
2011,p.153).
Alifeorganisedaroundtheproducer’sroleisregulatedinthenormativesense.Thereisa
lowerlimittowhatoneneedstostayaliveanddowhattheproducer'srolemayrequire,but
thereisalsoanupperlimittowhatonecanhopefor,covetandstrivefor,without
jeopardisingthesocietalacceptanceoftheseambitionsforexample,withoutfearofbeing
reprimanded.Everythingthatexceedsthisupperthresholdisakindofluxuryanditissinful
tocovetluxury(Bauman2006,p.101).
Alifeintheconsumersocietymusthandleitselfwithoutlimits,itisnolongercontrolledby
normativeregulation,butbyseduction,fleetingdesires,andanincreasinglyintensedesire
(ibid).
Itisnowtheconsumersocietythathandlesthetaskswithsocialintegrity,systematic
reproduction,andindividualidentitycreation.Whatmostpeopleintheliquidmodernity
striveforisnowmorefreedomtoconsume(Petersen2011,p.153).
AccordingtoSlater,consumerculturetodayisthecultureofthemodernwest,itiscentralin
theeverydaypracticeofthemodernworld.Ingeneral,itistiedupwiththecentralpractices,
thecentralvalues,andinstitutions,whichdefinethewesternmodernity,suchasfreechoice,
individualism,andmarketrelations(Slater1997,p.8).
Itsignifiesasocialarrangementinwhichtherelationbetweenlivedcultureandsocial
resourcesareamongstexpressivewaysoflifeandthesymbolicandmaterialresourceson
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whichthesedependismediatedthroughmarkets.(Slater1997,p.8).Consumercultureis
aboutcontinuousself-creationthroughtheavailabilityofthings,whicharepresentedasnew,
fancyorfashionable,alwaysimprovedandimproving(Slater1997,pp.9-10).“Tobea
consumeristomakechoices:todecidewhatyouwant,toconsiderhowtospendyourmoney
togetit”(Slater1997,p.27).Slaterexplainsthatinconsumerculturetheconstantdesirefor
moreandtheconstantproductionofmoredesiresisnotonlynormalforitsdesire,but
fundamentalforsocio-economicorderandprogress(Slater1997,pp.28-29).
Lifeisnowdescribedasendlessconsumption,weareallconsideredbothasconsumersand
consumerobjectsforotherconsumers.Whatcharacterisesconsumerismisitsconstantself-
enforcedcharacter.Baumandescribesthisasonesentence:lust,lust,lust(Petersen2011,p.
154).
Today'sconsumerismisnolongeraboutsatisfyingtheneeds-eventhemoreexaltedand
objectiveneedsforidentificationorself-affirmation-butdesire.Desireismuchmorevolatile
andunpredictablethantheneed,itisaself-created,self-sustainingmotivationthatneedsno
furtherjustificationorreason(Bauman2006,p.99).
Whentheconsumingspiralisstarted,itisnolongertobestopped(Petersen2011,p.154).
Consumerismiscreatedtocreateaninstantsatisfaction.Theconsumersocietyistherebya
wastesociety,nothingismoreimportantthanconsumervalue(ibid.).
Slaterstatesthatthefreedomofconsumercultureisdescribedinaspecificwaythatisvitalto
modernity,especiallyitsliberalversion;consumerchoiceisaprivateact,itisprivateasit
happensinsideanareaoftheprivateforexample,intheindividual,thehouseholdoragroup
offriends,andthereforeitisoutoflimitstopublicintervention.Therelationbetween
freedomandprivacyisfundamentaltotheideaofthemodernindividual(Slater1997,p.28).
Intheliquidmodernityprivateagendasanddreamsandanincreasedfocusontheindividuals
ownneedandinterestsnowunderminessocietycritiquesandinthelast,thesocietyaswe
know(Petersen2011,p.155).
Thereisalsoarisingfocusonthebody;bodilypleasure,bodilyself-presentation,bodily
security,andbodilysurvival.Thebodyistherebythecentreofattentionfortheconsumer
society,whichcultivatesyouth,fitness,andlooks(Petersen2011,p.155).
Itisnowtheprivatelife,identitychanges,consumerwishes,andself-presentationthat
colonisethepublicspace(ibid.).
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However,thesuperficial,individualisticandinaneconsumerfreedomunderminesaninterest
insocietyandforthepolitical,becauseitforexample-throughtheadvertisementindustry–
endsupbeingasmanipulativeasthepastsformsofcontrol,eventhoughconsumerfreedom
oftenistempting(Petersen2011,p.153.).
ModernityandIndividualityWearelivinginanindividualisedandprivatisedversionofmodernitywheretheindividual
needstocreateitsownpatternsandcarrythefullresponsibilityforpossiblefailure(Bauman
2006,p.15).
Identityisnolongeragiventoeveryoneratheritisactivelycreatedbyhumanswhopursuea
specificidentity.Identityrevealsitselfassomethingthatneedstobeinventedandnot
somethingthatisdiscovered(Petersen2011,p.150).
Baumanfurtherpointsoutthatidentity–whichusedtobeembeddedinwhatRicoeur
referredtoasacollectiveorcommunity–nowisaboutsomethingthatneedstobecreatedas
auniqueworkofart(ibid).
Thepre-modernworldusedtobeembeddedinoldtraditions,thelocalcommunity,andso
forth,itdidnotreallymakesensetoaskquestionsregardingwhoweareasindividualsandif
thingscouldbedifferentthantheyalreadywere.TheninwhatBaumandescribeasthesolid
modernworldtherewasstillafocusonfamilyandworkplacethatagainobviatedthe
questionaboutwhoweareandwheredoIbelongandifthereisremotelyachangeforthe
situationasitistobechanged.Thecollectiveidentitysecuredthatthesequestionsemerged
andtherebycreatedanidentitycrisis(Petersen2011,p.150).
Theincreasedgeographicalmobilityintheglobalisedlatemodernity,however,meansthat
theidentitycreationnolongerisboundtothecommunity;theinterestinidentitywascreated
byacrisisinasenseofbelonging(Petersen2011,150-151).
Identityintheliquidmodernworldisnowmuchmorediffuseandformedbyvariedimpact,it
isalsoinconstantchange,whichdissidentfromthesolidmodernity.Identityisthereby–in
theliquidmodernity–acontinuedproject,whichtheindividualneedstoworkonandthatin
principleisanunfinishedprocesswithnoendgoal(Petersen2011,p.151).
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Makingcitizensintoindividualsisthemodernsociety'strademark.This"transformation"is
notjustaone-timeact,butanactionthatmustberepeatedeveryday.Modernsocietyexists
bythepowerofitsactionofnever-endingindividualisation,aswellasindividuals'actions
consistsinadailyconversionandadjustmentofthenetworkofmutualrelations,orwhatwe
alsocallsociety(Bauman2006,p.44).Individualisationnowmeanssomethingverydifferent
thanonehundredyearsagoandfromtheformermodernityera–inthatperiodinwhichthe
humanbeingis"liberated"fromthelocaldependency’sconstraints,fromthemonitoringand
coercion(Bauman2006,p.44).
Theliquidmodernityischaracteristicbythefactthatallpastelementsofsecurity,
predictabilities,embeddedhabits,traditions,etc.aretoadegreereplacedbyuprisingand
morefragmentarylifestories(Petersen2011,p.152).
Thetransitionfromasolidtoaliquidmodernitymarksthetransitionfromonetypeofsocial
controltoanother(Petersen2011,p.153).
Peopleintheliquidmodernitydonotsocialiseasinthepast,whichwasonlywithoverall
moralcodesorsocialnorms,nowtheyreflectthemselvesinthelifestyleofcelebritiesand
successfulpeople,whoarenowseenasguidingfortheirownlife(Petersen2011,p.153).
Individualisationisheretostayandanyattempttolimititseffectonoureverydaylifemust
begroundedonthisfact.Individualisationbestowsanincreasingnumberofpeople,an
unprecedentedfreedomtoexperiment,butitrequiresatasktodealwiththeimpactofthese
experiments(Bauman2006,p.53).Thewidegapbetweentherighttoself-assertionandthe
abilitytocontrolthesocietalframeworkthatmakessuchself-assertiontobeeitherfeasibleor
unrealistic,seemstobetheliquidmodernityprincipalcontradictionwhichweconjointly-by
trialanderror,bysimulatingcriticalreflections,andmakeboldexperiments–mustlearnto
dealwithcollectively(ibid.).
IdentityandSelfCreationAccordingtoGabrielandLang,modernityconspiresagainstfixedidentities.Inlatemodernity,
themediamasscommunicationhasunexpectedsignificanceinshapingourobservationsof
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theworld,fillingourphysicalandmentalspaceswithimages,yetalsoproducingamassive
emptinesstotheindividual’squestion“whoamI”?(GabrielandLang2006,p.82).
“Theselfisnotapassiveobjectthatisdeterminedbyexternalinfluences.
Whenindividualsareforgingtheirself-identity,nomatterhowlocaltheir
specificcontextsofaction,theycontributetoandpromotesocialinfluences,
whichareglobalintheirconsequencesandimplications”(Giddens1991,p.
2).
Wecanonlyunderstandself-identityifwerelateittoGiddens'wayofviewingstructures.In
Giddens'opticsastructureisnotafixed,materialandstablesize.Onthecontrary,structures
arecreatedbythelanguage,thus,weareworkingwithregulationsandmovementsintime
andspace,whichengagesandsupportsthehumannarrativeproject(Petersen2011,p.209).
Thecentralviewpointinstructuretheoryisthatpeopleactoutofmotive,intention,andso
forth,whichmeansthatthetheycandescribetherationalitytheyactupon(Petersen2011,p.
195).Notsaidthattheyarefreeandnoteffectedbytheirsurroundings,onthecontrary,
peopleareintertwinedandpervadedbythesocietalandculturalcontextinwhichtheyfind
themselves.Humanactionandnotleasttheconsequencesofhumanactioncanonlybe
understoodasavastnumberofactionandintention,whicharechainedtogetherandthereby
extentintimeandspace(Petersen2011,p.195).
AccordingtoGiddensthestructuresaredoubleactingastheyinvolvebothlimitationand
opportunities.Structuresaresomethingthattiestogetherformsandconnectachainof
individualsocialactions(Petersen2011,p.196).
Agreatpartofthesociallifedemandsnodirectreflection.Itjustfloatsawayandconstitutes
thefoundationforawell-functioninglife(Petersen2011,p.197).
Itisthroughstructuresthatreflexivityasonemightsay"leaksinto"theself-identity.Identity
isthusmovable,flexible,changeable,anddifficulttomaintain.Ifwecomparewith
structuralism’sfavouriteconcept,"role",thereisabigdifference.Thefixedandfinished
manuscriptsthatgovernedtherole,hasbeenreplacedbyflexible,dynamic,andprocess-
orientedmanuscripts(Petersen2011,p.209.).
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Themoderneverydaylifeischaracterisedbythathumans,inthelightofthemodernsociety’s
colossalflowofknowledgeandinformationscrutinise,relateto,andrevisestheiraction
possibilities(Petersen2011,p.199).Inmodernityself-identityisdescribedasacognitive,
lingual,andunfinishednarrativeofwhoweareandwherewearegoing(ibid.).
Self-identitybecomesonereflexivelyorganisedendeavour.Self-reflexiveproject,whichisto
maintainconsistent,butconstantlyrevisedbiographicalnarratives,takesplaceinacontextof
diverseoptionsthatisfilteredthroughabstractsystems(Giddens1994,p.14).
Aperson’sidentityshouldnotbefoundinactionorother’sreactions–nomatterhow
importanttheseare–butintheabilitytokeepacertainnarrativegoing(Petersen2011,p.
198).
Theselfisnotapassiveobjectthatisdeterminedbyexternalinfluences;individuals
contributetoanddirectlypromoteglobalsocialinfluences(Giddens1991,p.2).
Weareusedtotellingastoryaboutwhoweareandhowweperceiveourroleineverydaylife
(Petersen2011,p.199).
Giddensbalancesbetweendifferentperceptionsofidentityoftheself,whichresultsina
pictureoftheself-identityasaprocess,acontinuednarrativewhereitcontinuouslycarries
outrevisionsofthecomplexnarrative,whichisconsideredasanindividual’sself-identity
(Petersen2011,p.200).
AccordingtoGiddens,theselfisregardedasareflexiveproject,whichtheindividualis
responsiblefor.Wearenotwhatweare,butwhatwemakeofourselves.Psychologicalself-
formation,process,andpsychologicalneedsexistandtheyareprovidingthenecessary
parametersforthereorganisationoftheself.Whattheindividualbecomesisdependenton
thereconstructedendeavour,whichheorsheengagesthemselvesin.Self-knowledgeis
subordinatetothemorecompleteandessentialobjectivetobuildorrebuilda
comprehensibleandrewardingsenseofidentity(Giddens1994,p.94).Thus,theselfis
reflexivelyunderstoodbythepersonintermsofhisorherbiography.Theselfisanongoing
narrativethatiscreatedthroughstorytelling(Giddens1991,p.53).Thisnarrativeis
connectedandembeddedinsocietyandculture.Itispartiallyahistorical,partiallyapersonal
narrative.AsGiddensstates:“Aperson’sidentityisnottobefoundinbehaviour,nor–
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importantthoughthisis–inreactionsofothers,butinthecapacitytokeepaparticular
narrativegoing”(Giddens1991,p.54).
Anotherexpressionofidentityislinkedtotherational,activeandreflexiveagent,namelyan
information-gathering,informed,andactiveindividual,whocanandwillaffecthislifeand
nowandthenalsoengageinsocialandpoliticallife.Contrarytowhatappliestothe
poststructuralisttheory,wearefacingamorecentredandactiveindividual.(Petersen2011,
p.200).
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ConsumersasIdentity-seekersConsumersare,aboveall,frequentlypresentedasthirstingforidentityandusingproductsto
satisfythisthirst(GabrielandLang2006,p.79).Westernconsumersaregladlytransforming
intoidentity-seekers(ibid.).
GabrielandLangexplainthatwhatanswersthequestionsofwhatisthenwritteninthe
individuals’life-storiesthatconstitutetheiridentities,howtheyconstructtheirself-hood,and
whataretheidentitystructuresthatdistinguishlatemodernityfromearlierperiods,canbe
foundinthatconsumptionattheexpenseofpersonalandfamilyhistories,membershipof
work-relatedandprofessionalgroups,workandpersonalachievement,character,and
temperament,istheterraininwhichidentitiesaresought(GabrielandLang2006,p.84).
Socialidentitymustbecreatedbyindividualsinthepost-traditionalsociety,asitisnolonger
givenorascribedtotheindividual,butinthemostconfusingofcircumstances,notonlyis
one’spositioninthestatusordernolongerfixed,buttheorderitselfisunbalancedand
changingandischaracterisedthrougheveralteringproductsandimages.Productscan
alwaysindicatethesocialidentity,butinthefluidpost-traditionalsociety,identityappearsto
bemoreafunctionofconsumptionthanthetraditionalwayaroundaccordingtoSlater.
(Slater1997,p.30).
Accesstoproductsisregulatedmerelybymoney,buttheystillsuggestsocialposition(ibid.).
Therefore,appearances–theimagesweconstructaboutourselves–becomeafundamental
wayofknowingandidentifyingourselvesandeachother(ibid.).
Slatercontinuesbysayingthatconsumercultureisessentiallyabouttheco-operation
betweenidentityandstatusandundertheseconditionstheyarethepracticeand
communicationofsocialposition.Therefore,thesetraditionalissuesarereplacedbyco-
operationandconstruction,and,furthermore,consumerproductsarecrucialtothewayin
whichwemakeupoursocialappearance.(Slater1997,p.30.).
Slaterfurtherexplains,thatnotonlydotheseproductsandactionsofconsumptionbecome
moreimportantinsignallingstatus–theyhaveinfactalwaysbeencrucial–butthestructure
ofstatusandthestructureofmeaningalofasuddenbecomesunbalanced,flexible,andhighly
accessible.Appearancethenbecomesanadvantagedpositionofstrategicactionin
unexpectedways.(Slater1997,p.31).
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AccordingtoGabrielandLang,multipleproductchoiceshavecreatednewpossibilitiesin
creatingidentity,butatthesametimeithascreatednewburdens.Thematerialcultureboth
supportsandchallengestheeffortstocreateandpreserveidentities.Manybrandedand
unbrandedproductsbecome,atleasttemporarily,partsofanextendedself,andtemporarily
increasingidentity,self-image,andself-esteem(GabrielandLang2006,p.78).
Individualscanbuyidentities,justascompaniescanbuythemselvesnewimages,newbrands
andnewidentitiesbyimplementingnewsymbols,signs,andsoforth.Shoppingisnotjustthe
acquisitionofthings;itisratherthebuyingofidentity(GabrielandLang2006,p.84).
Theidentityoftheconsumerisentwinedwiththeidentitynotonlyofthebrand,butofthe
companythatproducesit.Imagesandqualitiesofproductsaretransferredontoconsumer,
eithersinglyorincombinations.Identityisessentiallyaself-imageresultingfromtheendless
displacementsandreductionsofproductimages(ibid.).
Theconsumers’mainobsessionthenisbeingabletoaffordthoseproductsthattheyrequire
towithstandtheiridentities.Thisapproach,however,disregardsthereflexivequalities
underlinedearlierandonlytransposesthequestion“whoamI?”.
GabrielandLangexplainfurtherthatouridentityhasbecomesynonymouswiththepatterns
ofconsumption,whicharethendeterminedelsewhere.Somematerialobjectscanbecome
centralcharactersofourpersonalhistories,withoutwhichourhistorieswouldbe
unimaginable.Thequestforanobjectmaybeanimportantpartofapersons’life-story.Inthis
way,thesearchforitems,theadventuresencounteredalongtheway,thegloryandfame
achievedbyitsdiscovery,thesecanallbecomepartofanindividual’sidentity(Gabrieland
Lang2006,p.86).
Westernconsumptionisuniqueinthatidentitybecomesextremelyandself-consciously
entwinedinstoriesthatarereadbyconsumersintocountless,relativelyevery-day,mass-
producedobjectsthattheybuy,use,orown.Theseundistinguisheditemsarenotsomuch
carriersofmeaning,ascarriersofintenseandpowerfulimages,permittingustochoosethem
consciouslyfromamongmanysimilarones,promisingtoactastherawmaterialoutofwhich
ourindividualidentitiesmaybeproduced(ibid.).
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AccordingtoGabrielandLang,inearlystagesoflifethecreationofidentityissimplynot;
childrenspontaneouslylikecertainthingsanddislikeother;theydonotconstructidentities
aroundthem(GabrielandLang2006,p.86).
Foryoungpeopletoday,consumptionappearsasthekeytoenduringadulthood.Young
peoplewillexperimentwithdifferentidentities,byignoringthewayinwhichclass,gender,
andraceconstructtheboundariesofidentity(ibid.)
Consumptionthusbecomesthecoreelementintheriteofpassagefromtoadulthood.Itisnot
enoughforyoungpeopletodaytobeseenspendingtheirownmoneyoncigarettes,clothes,
andsoforth,althoughthisisnotunimportant.Whatismoreimportantisthattheyconstruct,
outoftheseobjects,anindividualstyle,aconvincingimageoftheiridentity.Identity,then,
doesnotmeanthecreationandprojectionofanyimage,butofonethatcommandsrespect
andself-respect(GabrielandLang2006,p.87).
Imagesoftheconsumerasidentity-seekerareconvincingandfeaturecentrallyinpostmodern
theory.Theyaccountfortheobsessionwithbrands,thewillingnesstoreadstoriesinto
impersonalproducts,thefascinationwithdifference,thepreoccupationwithsigns,andabove
alltheobsessionofimages(GabrielandLang2006,p.88).
Today’sconsumersmaybewillingtoadoptmultiplepersonasindifferentcircumstances.
GabrielandLanguseGiddenstheoryasanexampleagainandstatethatlifestyles,are“more
orlessintegrated”setsofpracticesthroughwhichself-identitiesareconstituted.
Cohesivenesscannotbewishedawayfromidentityjustbecauseithasbecomeproblematical
(GabrielandLang2006,p.90).
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Whatisabrand?AccordingtotheAmericanMarketingAssociationabrandisa"Name,term,design,symbol,orany
otherfeaturethatidentifiesoneseller'sgoodorserviceasdistinctfromthoseofothersellers."
(ama.org).KevinLaneKelleraddstothisdefinitionandstatesthatabrandismorethanthat,itis
somethingthathascreatedacertainamountofawareness,reputation,prominence,andsoforth
inthemarketplace(Keller2013,p.30).
AccordingtoHeidiHansen,brandingisaboutthetypeofuniversethatcanbebuiltarounda
productandwhichaddsauniquevaluethatdistinguishesthatproductfromothercompetitors
(Hansen2016,p.29).
Thekeytocreatingabrandisthentobeabletochoosebrandelementstoidentifyaproductand
distinguishitfromotherproducts,theseelementscouldbeaname,alogo,asymbol,package
design,andmore(Keller2013,p.30).
Thedifferencebetweenabrandandaproductisthataproductisanythingthatcanbeofferedto
themarketforattention,acquisition,use,orconsumption,andwhichcansatisfyaneedorwant.
Productscanbeaphysicalgood,aservice,aretailoutlet,anorganisation,aperson,andanidea
likeasocialcause(Keller2013,p.31).
KellerusesTedLevittasanexamplewhostatedthatthemarketcompetitionwasnolongerwhat
companiesproduced,butratherrelatedtotheirfactoryoutputlikeforexample,inthepackaging
(ibid.).Kellerstates“Abrandisthereforemorethanaproduct,becauseitcanhavedimensions
thatdifferentiateitinsomewayfromotherproductsdesignedtosatisfythesameneed”(Keller
2013,p.31).ThedifferencesthatKellermentionscanbesidebeingtangiblebeintangible,whichis
relatedtowhatthebrandsrepresent.
Brandedproductscanlikearegularproductbe;aphysicalproduct,aservice,astore,aperson,an
organisation,oranidea,butalsoaplace(Keller2013,p.31).
Brandscancreatecompetitiveadvantagefortheirproductsthroughproductperformance
throughforexample,continualinnovation,ortheycancreatecompetitiveadvantagethroughnon-
productrelatedmeans.KellerusesCoca-Colaasanexampleandstatesthattheyhavebeen
leadersintheirproductcategorybecausetheyunderstandwhatmotivatesconsumersandtheir
desiresandtherebytheyhavecreatedrelevantandappealingimagessurroundingtheirproducts.
Theseintangibleassociationsareoftenthewaytodistinguishdifferentbrandsinaproduct
category(Keller2013,p.32).Strongbrandscarryseveraldifferenttypesofassociationsandthere
aremanydifferentmeanstocreatethem(Keller2013,pp.32-33).“Bycreatingperceived
differencesamongproductsthroughbrandingandbydevelopingaloyalconsumerfranchise,
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marketerscreatevaluethatcantranslateintofinancialprofitsforthefirm”(Keller2013,p.33).
Thevaluableassetsformostfirmshavenotbeentangible,butintangibleassetssuchas
management,skills,marketing,andsoforth,butthemostimportantisthebrandsthemselves
(ibid.).
Brandsareequallyimportanttoconsumersastheycaneasilyidentifyproductsandproducers
throughthebrandsandtherebychangetheirexperienceandperceptionwithaproduct,butmost
importantlytheytakeonaspecialmeaningtotheconsumer(Keller2013,p.34).Throughusage
andmarketingprogramsconsumerscaneasilyfindoutwhichbrandssatisfytheirneedsand
whichbrandsdonotandtherebyhelpthemdecidewhichproducttobuyandwhichnottobuy
(ibid.).
Furthermore,brandsoffersymbolicmeaning,whichallowstheconsumertoprojecttheirself-
image.Kellerstatesthat“Certainbrandsareassociatedwithcertaintypesofpeopleandthus
reflectdifferentvaluesortraits.Consumingsuchproductsisameanbywhichconsumerscan
communicatetoothers–oreventhemselves–thetypeofpersontheyareorwouldliketobe”
(Keller2013,p.34).
Kellerstatesthat“…abrandissomethingthatresidesinthemindoftheconsumer”(Keller2013,
p.36).Therefore,foracompanytobrandaproductmeanstocommunicatetotheconsumer
“who”theproductisbyprovidingtheproductwithanameandotherbrandelementsandthereby
helptheconsumertoidentifytheproduct(ibid.).Marketersmustgivetheconsumeralabelfor
theproducttheypurchaseandprovidemeaningforthebrand(ibid.).
“Thekeytobrandingisthatconsumersperceivedifferenceamongbrandsinaproductcategory”
(Keller2013,p.36).
AccordingtoKellerbrandsareimportanttocompaniesbecausethebrandservesasan
identificationfactorandthebrandnamecanbetrademarked,itcanalsoofferpatentson
manufacturingprocesses,andpackagescanbeprotectedthroughcopyrightsanddesign,thereby
securingintellectualandlegalproperty(Keller2013,p.35).Brandscan,furthermore,influence
consumerbehaviourastheycansignalsomesortofqualitysothatconsumers,iftheyare
satisfied,willbuytheproductagain.Thistypeofbrandloyaltyprovides“…predictabilityand
securityofdemandforthefirmandcreatesbarriersofentrythatmakeitdifficultforotherfirms
toenterthemarket”(Keller2013,p.35).
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Becauseoftheseattributescompaniesinvesthugesumsintobranddevelopmentandcreationand
maintainingofthesebrands(ibid).
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BrandEquityDavidAakerstatesthatBrandequityis“asetofassets(andliabilities)linkedtoabrand’s
nameandsymbolthataddsto(orsubtractsfrom)thevalueprovidedbyaproductorservice
toafirmandorthatfirm’scustomers”(Aaker2010,pp.7-8).Theseassetcategoriesare:
brandnameawareness,brandloyalty,perceivedqualityandbrandassociation(Aaker2010,
pp.7-8).
AccordingtoAakerbrandequityisasetofassets,therefore,themanagementofbrandequity
containsinvestmenttocreateandenhancetheseassets(Aaker2010,p.8)
TheBrandEquityModel(Aaker2010,p.9).
Aaker’sbrandequitymodelprovidesanoverviewofhowbrandequitygeneratesvalue.Each
brandequityassetcreatesvalueinavarietyofverydifferentwayswhicharelistedinthe
model.Itisimportanttobesensitivetothewaysinwhichstrongbrandscreatevalueto
managebrandequityeffectivelyandtomakeinformeddecisionsaboutbrand-building
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activities(ibid.).Brandvalueequityalsocreatesvalueforboththeconsumersandthe
companies.Consumerdescribesboththeenduseraswellasthoseintheinfrastructurelevel.
“Forassetsorliabilitiestounderliebrandequity,theymustbelinkedtothenameandsymbol
ofthebrand”(Aaker2010,p.8).Therefore,ifthebrand’ssymbolornamechangesthese
assetsorliabilitiescouldbeaffectedorlostandsomemightbeshiftedtothenewnameand
symbol(ibid.).
BrandAwareness
AccordingtoAakerbrandawarenessrefersto“thestrengthofabrand’spresenceinthe
consumer’smind”(Aaker2010,p.10).Brandawarenessismeasuredinthedifferentwaysin
whichtheconsumersrememberthebrand:recognition,whichiswhethertheconsumershas
seentheproductbefore;recall,whichiswhattypeofbrandsinthistypeofproductclassdoes
theconsumerrecall;topofmind,whichisthefirstbrandthatisrecalledintheproductclass;
anddominant,whichistheonlybrandrecalled(ibid.).
Brandrecognitionsuggeststhefamiliaritygainedfrompastexposuretotheproduct.Itdoes
notnecessarilyencompasswheretheconsumerhasencounteredtheproductbefore,whyitis
differentproducts,andnotevenwhatthebrand’sproductcategoryis,itispurely
rememberingthebrandfrompreviousexposure(Aaker2010,p.10).
Recognitionalonecanresultinmorepositivefeelingstowardalmostanythingwhetheritbe
brands,products,companies,people,music,andsoforth.Furthermore,consumersprefera
producttheyhavepreviouslyencounteredthenanewone,thefamiliarbrandjusthasa
competitiveadvantage(ibid.).
Aakerexplainsthatwhenaconsumerseesabrandandrecognisesitfromsomewherethey
realisethatthecompanyisspendingmoneytoendorsethisbrand,itisgenerallybelievedthat
companiesdonotinvestinbrandswithpoorperformance,thereforeconsumercaninterpret
thatthisproductmightthenbegood(Aaker2010,p.11).
AccordingtoAakerabrandisrecalledwhenitcomestotheconsumers’mindwhenthe
productscategoryismentioned.Itcanbeadecidingfactor,ifaconsumerrecallsabrand,
whentheconsumerisconsideringpurchases(Aaker2010,p.11).
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TheGraveyardModel(Aaker2010,p.15)
DavidAakerusesthe“graveyardmodel”developedbyYoungandRubicamEuropetoshow
therelativepowerofrecallversusrecognition(Aaker2010,p.11).Thebrandsinthismodel
areplottedonarecognitionversusrecallgraphwherebrandstendtofollowthecurved
graph.Thereare,however,twoexceptions:nicheproductsandgraveyard.Healthyniche
products,whichfallbelowthelineorcurve,areonlyknowntoasmallgroupofconsumers
andtheyhavethereforanoveralllowrecognitionwithanextensivegroupofconsumers,but
highrecallamongtheirloyalcustomergroup,thismeansthattheirlowrecognitionisnot
necessarilyanindicationofpoorperformance(Aaker2010,pp.12-13).Thesecondexception
–thegraveyardcanbedeadly,herecustomersknowaboutthebrand,butthebranddoesnot
cometomindwhentheconsumerconsidersapurchase.Aakerstatesthat“breakingoutfrom
thegraveyardcanactuallybehinderedbyhighrecognition,becausethereislittlereasonfor
peopletolistentoastory(howevernew)aboutafamiliarbrand”(Aaker2010,p.15).The
upper-middleandupper-rightpartsofthegraveyardmodelaregoodindicatorsastowhere
thebrandisgoing.Movementtowardsthegraveyardcanbedecreaseinsales,justaswellan
indicatorthatthecompanyorbrandismovingawayfromthegraveyardisincreaseinsale
andahighermarketshare(ibid.).
Aakerstatesthatbranddominanceistheultimateawarenesslevel,heretheconsumercan
mostlyjustrecallonenameintheproductcategory.Thiscan,however,bedisastrousifthe
brandnamebecomesacommonlabelfortheproductandtherebynotlegallyprotectableand
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43
lost(Aaker2010,p.15).“Inordertoavoidlosingatrademark,afirmshouldbeginprotecting
itearlyinitslife,startingwiththeselectionofthenameitself”(Aaker2010,p.16).However,a
companyneedstobeawareofdescriptivenameastheybecomehardertodistinguishfrom
thegenericproductsandthereforhardertoprotect(ibid.).
Consumersareshoweredwithmoreandmoremarketingmessageseverydayandthe
challengeofcreatingrecallandrecognitionisextensive.Companiesthathaveabroadsales
basehaveanenormousassetincreatinghealthyawareness.Itis,however,veryexpensive
andalmostimpossibletosupportbrandsthathaverelativelysmallunitsalesandthatare
relativelyyoung(Aaker2010,p.16).Forthisreason,corporatebrandsthathavemultiple
otherbusinessessupportingthem,haveahugeadvantageincreatingawarenessandbuilding
presence.Companiesarethereforeattemptingtoreducethenumberoftheirbrandsto
providefocusonbrand-buildingeffortsinstead(Aaker2010,p.16).
Aakerstates,furthermore,thatcompaniestodaythathavebecomemoreskilledatoperating
outsidenormalmediachannelsbyusingotherpromotionstrategieslikeevents,sponsorships,
promotions,andsoforth,willbethemostsuccessfulinbuildingbrandawareness(ibid.).
Aakerstatesthat“Gettingconsumerstorecognizeandrecallyourbrandthuscan
considerablyenhancebrandequity”(Aaker2010,p.17).This,however,isonlyapartofthe
awarenesschallenge;thestrongestbrandsaremanagednotonlyforgeneralawareness,but
forstrategicawareness.“Itisonethingtoberemembered;itisquiteanothertobe
rememberedfortherightreasons(andtoavoidbeingrememberedforthewrongreasons)”
(Aaker2010,p.17).
PerceivedQuality
ThesecondbrandassetinAakerbrandequitymodelisperceivedquality.Aakerproclaims
thatperceivedqualityisabrandassetbecauseitistheonlyassetthat;hasshowntodrive
financialperformance,isoftenamajorifnotfundamentalstrategicthrustofabusiness,andis
linkedtoanddrivesotheraspectsofhowabrandisperceived(Aaker2010,p.17).
Perceivedqualityisasignificantstrategicvariableformanycompanies.Aakerstates“Many
firmsexplicitlyconsiderqualitytobeoneoftheirprimaryvaluesandincludeitintheir
missionstatement”(Aaker2010,p.19).
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Perceivedqualityisoftenthemainpositioningdimensionforcorporatebrands,andbecause
thesebrandscrossdifferentproductcategoriestheyarelesslikelytobemotivatedby
functionalbenefitsandthereforeperceivedqualityislikelytoplayagreaterrole(ibid.).In
addition,formanybrandsperceivedqualityexpressesthecompetitiveenvironmentandthe
companiesownpositioninthatenvironment.Somebrandsfocusonpricewhereasothersare
premiumorprestigebrandandwithinthesecategoriesthepositionofperceivedqualityisan
essentialpointofdifferentiation(Aaker2010,p.19).Perceivedqualityisfundamentallythe
measureoftheinfluenceofbrandidentitybecauseitisusuallyattheheartofwhatconsumers
arepurchasing.Furthermore,perceivedqualityreflectsandmeasureshowgoodallthe
elementsofthebrandare.“Whenperceivedqualityimproves,sogenerallydootherelements
ofcustomers’perceptionofthebrand.”(Aaker2010,p.19).
Itisvirtuallyimpossibleforcompaniestoachieveperceptionofqualityunlesstheclaimof
qualityhasmatter.Acompanyneedstounderstandwhatqualitymeanstoconsumer
segments,furthermore,toproducequalitythecompanyneedsasupportivecultureanda
qualityimprovementprocess,whichwillallowthefirmtodeliverqualityproductsand
services,lastly,thecompanyneedstocreateperception(Aaker2010,p.20).Aakerexplains
thattherearefourchallengesincreatingperceivedquality.
Firstly,itiscriticaltoprotectabrandfromgaininganegativereputationregardingquality,as
itisverydifficultoralmostimpossibletorecoverfromthis.Consumersmaybeexcessively
influencedbypreviousimagesandeventhoughthecompanyimprovestheirproducts,the
consumersmightbeaversetobuytheproduct(Aaker2010,p.20).
Second,itisimportanttomakesurethatinvestmentsinqualityhappensinpartsthatwill
reverberatewithconsumers,meaningthatacompanymightinvestinqualityinareasthatthe
consumerdoesnotcareaboutorthatisirrelevanttothem(ibid.).
Thirdly,thecompanyneedstounderstandwhattheconsumersuseasthebasisformakinga
judgementofquality.Theconsumersdonotalwayshavealltheinformationtomakea
rationaljudgementonquality,insteadtheyoftenrelyonsmallindicationsofwhatthey
associatewithquality.Therefore,thecompanymustunderstandthesesmallindicationsand
managethemaccordingly.“Ifconsumerskickacar’stirestojudgeitssturdiness,thenthetires
hadbetterbesturdy”(Aaker2010,p.20).
Lastly,becausetheconsumersdonotknowthebestwaytojudgequality,theymightbeusing
thewrongindications.Acompanythatcaterstofirst-timebuyersmightneedtoeducatethe
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buyerswhattherealindicationsare.“Ametaphororvisualimagecanhelpconsumersseethe
contextintherightway”Aaker2010,p.20).
BrandLoyalty
Thethirdbrandasset,whichAakerusesinhismodel,isbrandloyalty.Thisassetisimportant
sinceacompany’svalueofteniscreatedbycustomerloyaltyandifbrandloyaltyisconsidered
asanassetitcanhelpcreateandenhancebrandequityasitencouragesandjustifiesloyalty-
buildingprograms(Aaker2010,p.21).
Highlyloyalconsumerscangenerateverypredictablesalesandprofits.Brandswhodonot
haveloyalcustomerscanoftenbeveryvulnerableoronlyhavevalueinthepotentialto
generatetheseloyalcustomers(Aaker2010,p.21).Furthermore,itisfarlessexpensiveto
preserveoldcustomersthantoattractnewones.Itisacommonandcostlymistakefor
companiestoneglectexistingcustomersandinsteadattainnewones,inaddition,customer
loyaltycancauseaconsiderableentrybarriertocompetitorsbecauseofthecostofappealing
tocustomerstochangetheirloyaltyoftenis,asmentioned,anexcessivelyexpensiveaffair
(Aaker2010,pp.21-22).
Aakerdividesthemarketintofivedifferentcategories;noncustomerswhotypicallybuyother
brandsordonotusetheproductcategory,priceswitcherswhoareprice-sensitive,the
passivelyloyalwhobuyoutofhabitandnotreason,fencesitterswhoareindifferentbetween
brands,andthecommitted(Aaker2010,p.22).
Toimprovebrandloyaltythecompanyneedstoincreasethenumberofcustomerswhoare
notpriceswitchers,strengththefencesitters’andthecommitted’s(sic.)loyaltytothebrand,
whileincreasingthenumbersofcustomerswhoarewillingtopaymore.However,companies
tendtounderinvestinthepassivelyloyalandthecommittedsegment(ibid.).
Tomaintainthepassivelyloyalcustomersthecompaniesneedtoavoiddistributiongapsor
out-of-stock,whichmightdrivethecustomertoanotherbrand,thisneedstobeavoidedeven
thoughprovidingawidelinemightbeeconomicallyunappealing(Aaker2010,pp.22-23).
Furthermore,companiestendtoneglectthecommittedconsumers,however,thecommitted
consumershavepotentialtogetevenmoreloyalandusemoreserviceorproductsfromthe
givenbrand,also,highlyloyalcustomerscanbeluredawaytoacompetitivebrand,ifthe
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selectedbranddoesnotimprovetheirserviceorproduct.“Forthesereasons,firmsshould
avoiddivertingresourcesfromtheloyalcoretothenon-customersandpriceswitchers”
(Aaker2010,p.23).
Besidesusingbrandawareness,perceivedquality,andbrandidentitytoenhancetheloyalty
ofthecommittedconsumersandthepassivelyloyalconsumers,Aakerhighlightsthree
differentprograms;frequent-buyerprograms,customerclubs,anddatabasemarketing
(Aaker2010,p.23).
ThefirstprogramAakerproposesisthefrequent-buyerprogram,whichwasfirstusedby
airlines,buthasnowspreadtoallkindsofbrandsinavarietyofproductcategorieslikebooks
andhotels.Thefrequentbuyerprogramprovidesdirectandconcretestrengtheningforloyal
behaviour.Theseprogramsdonotonlyincreasethevaluepropositionofabrand,theyalso
confirmthebrandsloyaltytoitscustomers.“Itisclearthattheirloyaltyisnottakenfor
granted”(Aaker2010,pp.23-24).
Thesecondprogramisthecustomerclubprogram.Customerclubscancreatemoreintense
loyalty.AakerusesNintendoFunClubasanexample,Kids,whojoinedthemembersclub
receivednewslettersandaccesstoon-calladvisers,wererapidNintendouserandtheheartof
thecompany’searlysuccess(Aaker2010,p.24).Customerclubsprovidetangibleevidence
thatthecompanycaresabouttheircustomers.Furthermore,customerclubsareinvolving,
theyprovideachannelwherethecustomercanidentifywiththebrand,expresstheirfeelings
andperceptionofthebrand,“andexperiencethesharingofbrandrelationshipwithlike-
mindedpeople”(Aaker2010,p.24).
Lastly,thereisthedatabasemarketing,whichisaby-productofthefrequent-buyerprogram
andthecustomerclub.Thecustomerdatafromthetwocanbeusedindatabasedmarketing
andtherebytargetanarrowandfocusedsegment.Databasedmarketingcanbenewsabout
promotionsandnewproducts,whicharetailoredtothemostresponsivesegments.The
consumersinthesesegmentswillfeelaconnectionwiththecompanyandtherebythebrand-
customerrelationshipwillgetstronger(Aaker2010,pp.24-25).Furthermore,customerswill
receivenotificationabouteventsandspecialpurchasesthatarerelevanttothem,the
matchingofproductstotheconsumerswillindicatethatthecompanycaresindividually
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abouttheconsumer,whichwillalsoenhancethecustomer-brandrelationship(Aaker2010,p.
25).
BrandAssociation
Thelastassetis,accordingtoAaker,brandassociation.Brandequityissupportedbythe
associationtheconsumercreateswithabrand,thesemightincludeproductcharacteristics,a
specialspokespersonorauniquesymbol.“Brandassociationsaredrivenbythebrand
identity–whattheorganizationwantsthebrandtostandforinthecustomer’smind”(Aaker
2010,p.25).Thus,implementationanddevelopedofabrandidentityisthekeytoastrong
brand(ibid.).
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TheoryrecapitulationanddiscussionToanswermyfirstresearchquestionIhaveusedBauman(2006),Slater(1997),Gabrieland
Lang(2006)andGiddens(1991)whoalladdresstheissueofidentitycreation,Giddens
focusesonidentitycreationinmodernitywhereasBauman,SlaterandGabrielandLang
addressboththeissueofmodernity,identitycreation,andconsumption,however,theyall
haveverydifferentstartingpointsandfocuses,whichIwilladdress,furthermore,inthis
section,Iwillrecapitulatetheirtheoriesanddiscussthemaccordingly.Iwillalsoinclude
DavidAaker’stheoryonbrandequitytoanswermysecondresearchquestion.
DonSlaterstatesthatmodernityestablishesitselfaroundasenseoftheworldasexperienced
byasocialactorandthatthatsocialactorisindividuallyfreeandrational,butatthesame
timeruledbyfluidity(Slater1997,p.9).Inthepost-modernsociety,socialidentitymustbe
createdbyindividuals,asitisnolongergivenorascribedtotheindividualandone’sposition
inthestatusorderisnolongerfixed(Slater1997,p.30).
ThisissimilarwithwhatBaumanexplainsasmodernity–hestatesthatweliveinaliquid
modernityandthattheliquidorfluidisametaphorforthemodernworldwherenothingis
fixedandeverythingisinconstantchangeorreadytochange,contrarytothesolidmodernity
whereeverythingwasfixed(Bauman2012,pp.2-4).AccordingtoBaumantheliquidorfluid
modernityischaracterisedbythefactthatidentitynolongerisagivenratheritissomething
thatisbeingpursuedbypeoplewhowantaspecificidentity(Petersen2011,p.150).Gabriel
andLangagreewithBaumanandSlaterinthatidentityinmodernityisnotsomethingfixed,
butsomethingthatispursuedbytheindividual(GabrielandLang2006,p.82).
Giddenshasasimilarviewpointtothisliquidorfluidmodernityandtheidentityaspect.As
mentionedintheparagraphaboutGiddens,onecannotunderstandhistheoryaboutidentity
withoutunderstandinghisstructuretheory,justasSlaterandBaumanstatesthatweliveina
modernitythatisfluidandtherebynotfixedGiddensexplainhowstructuresthemselvesare
notfixed,butrathersomethingthatiscreatedforexample,bylanguage,thesestructureshelp
supportwhatGiddensstatesasthehumannarrativeproject,whichwewillgetbackto
(Petersen2011,p.209).AccordingtoGiddensinstructuretheorypeopleactoutofmotive
amongstotherthingsandtherebytheycanrationallydescribetheiractions,however,they
arestilleffectedbytheirsurroundings,astheyareintertwinedandpermeatedbytheir
culturalandsocialcontext(Petersen2011,p.195).Structures,accordingtoGiddensare
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somethingthattiestogetherformsandconnectachainofindividualsocialactions(Petersen
2011,p.196).ThestructuretheoryisthenconsistentwithSlatersviewsonmodernitywhere
thesocialactormightbefreeandrational,butisruledbytheworldandcontexttheyfind
themselvesorashestatesthesocialactor…isruledbyfluidity(Slater1997,p.9).
Themodernityinwhichwefindourselvesis,asmentionedaboveandaccordingtoSlater,
GiddensandBauman,centredaroundthesocialactorandtheiridentity.Theidentityorself-
identityisaccordingtoallthreetheoristsnotagivenanylonger,itisnotsomethingfixed,but
somethingthatiscreated.AccordingtoSlaterandBaumanitisalsocreatedbyconsumption,
butthiswillbediscussedlaterinthissection.
Baumanstatesthatintheliquidmodernityidentityismuchmorediffuse,itisinconstant
changecontraryfromthesolidmodernitywheretheidentitywasagiven.Identityhasbecome
acontinuedproject,somethingtheindividualneedstocontinuallyworkon,itisanunfinished
process,whichhasnosetendgoal(Petersen2011,p.151).Hefurtherexplainsthatinliquid
modernitythepredictabilitiesarereplacedbymorefragmentarylifestories(Petersen2011,
p.152).JustlikeBauman,Giddensexplainsthatself-identitybecomesareflexiveendeavour.
Therebytheself-identityortheself-reflexiveproject,ashedescribesit,istoremaina
consistent,butconstantbiographicalnarrativegoing(Giddens1994,p.14).Thereflexiveself
isaccordingtoGiddensunderstoodbyaperson’sbiography;itisanongoingnarrativecreated
throughstorytellinganditisembeddedinsocietyandculture(Giddens1991,p.153).Gabriel
andLangagreethatidentitybecomesamajorandcontinuousobsessionfortheindividual,
theyevenuseGiddens’theoryonthereflexiveself,pointingoutthatidentitycanindeedbe
seenasanongoingstorythatapersonwritesandrewritesandthattheendisonlyreached
whenthatindividualdies(GabrielandLang2006,p.84)However,GabrielandLangwishto
takeGiddensideaofalifestoryfurtherandstatethatthelifestoryisnotonlythestoryofwho
weare,butthefantasyofwhowewanttobe(GabrielandLang2006,p.90).Thus,Giddens,
BaumanandGabrielandLang,agreethatinmodernityidentityisaprocess–anarrativethat
theindividualcreatesandwhichisembeddedinsociety.
AsmentionedaboveSlaterandBaumanstatethatidentityiscreatedamongstothersthrough
consumption.Slaterexplainsthatthefreedomofconsumercultureisvitaltomodernity
(Slater1997,p.28).Baumanstatesthatweliveinaconsumersocietytodaywherelifeis
endlessconsumption.Hecontinuessayingthatwhatcharacterisesconsumerismtodayisits
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constantself-enforcedcharacter(Petersen2011,p.154).Slaterlinksidentitycreationand
consumerismtogether,hestatesthatconsumercultureisaboutcontinuousself-creation
throughtheavailabilityofthings(Slater1997,p.9-10).Slatergoesfurthertosaythatidentity
appearstobeafunctionofconsumptionasproductscanalwaysindicateone’ssocialidentity
andsocialposition.Theimagewecreatearoundourselvesthroughproductsthusbecomea
fundamentalwayofknowingandidentifyingourselvesandeachotheraccordingtoSlater
(Slater1997,p.30).GabrielandLangagreewithSlaterbysayingthatWesternconsumersare
thirstingforidentityandtheyareusingproductstosatisfythisthirst(GabrielandLang2006,
p.79).AccordingtoGabrielandLangindividualscanbuyidentities,theycanbuythemselves
newimagesandnewidentitiesjustlikecompaniescan(GabrielandLang2006,p.84).
Theycontinuesayingthatidentityhasbecomesynonymouswithconsumerbehaviourand
thatsomematerialobjectscanbecomecentralcharactersinourpersonalstory(Gabrieland
Lang2006,p.86).
ToanswermyotherresearchquestionIhaveusedtheoriesfromKeller(2013),Hansen
(2016)andAaker(2010)(originaltheoryisfrom1995),Kellerexplainshowabrandisa
name,term,design,symboletc.itissomethingthathascreatedacertainamountof
awareness,reputation,prominence,andsoforthinthemarketplace(Keller2013,p.30).And
HeidiHansenstatesthatbrandingisaboutthetypeofuniversethatcanbebuiltarounda
productandwhichaddsauniquevaluethatdistinguishesthatproductfromother
competitors(Hansen2016,p.29).
Aakerconcentratesonhowtocreatebrandequitythroughhisbrandequitymodel,which
consistsoffourelements,brandloyalty,brandawareness,perceivedquality,andbrand
associations,hislastelementisbounduponbrandidentity.
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AnalysisInmyanalysis,Iwillanalysemyprimarydataextractedfrommyinterviews.Myanalysiswill
bedividedintothreeparts,thefirstpartofmyanalysiswillbetoanalysemyprimarydata
basedonthe8foodtendencies,whichIhavedescribedearlierinmyproject,thesecondpart
ofmyanalysiswillbeexecutedaccordingtoathematicanalysiswhereIwillcolourcodemy
data,thethirdpartofmyanalysiswillbebasedonAaker’sbrandequitymodel.
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NewfoodtendenciesinDenmarkInthissectionoftheanalysisIwillfocusonthreeofthe8newfoodtendenciesinDenmark,
whichtheDanishAgricultureandFoodCouncilhaveanalysed.The8newtendenciesare;1:
morepeoplearebecomingfoodies,2:cleaneating–cleanandrealfood,3:convenience–
easiertobehealthy,4:bethechange–responsibleconsumption,5:lessismore,6:location,
location,location,7:protein–stillgoingstrong,and8:freefrom(L&F28/122015,p.1).
However,frommygatheringofdataIfoundthatonlyfourarerelevantformyproject,those
aretendencynumber1,2,4and6.Bethechange–responsibleconsumptionandlocation,
location,locationaretwocategoriesthatmyrespondentsdidnotseparate,theyunderstood
bothcategoriesunderorganics,whichisapartofbethechange–responsibleconsumption,
thereforetheywillbothbeanalysedunderbethechange–responsibleconsumption.Ihave
chosentoanalyseonlythosefourbecauseIwanttoshow,whichfoodtendenciesare
becomingbiggerandbigger,butIalsowantedtoshowwhatisimportanttothesefoodies
whenconsumingfoodandfrommydataIhavegatheredthatthesefollowingsubjectsare
relevantinordertodoso.
MorePeopleareBecomingFoodiesInthissectionIwillanalysethecategoryofmorepeoplearebecomingfoodies.TheDanish
LanguageCouncilhavedefinedfoodieasapersonwhoisveryinterestedinfood(dsn.dk
01.12.2016).TheDanishAgricultureandFoodcouncilstatethatthereisagrowingnumberof
thesefoodiesandthatconsumersarenowdemandinghigherfoodquality,butalsothedesire
tochallengethemselvesinakitchen(L&F28/122015,p.1).Thissectionwillnotbeanalysed
throughthetheoreticianIhavechosen,butbasedontheDanishAgricultureandFoodCouncil
analysis.Inmydata,Ifoundthatmyrespondentsarefoodies.
AnalysisofPrimaryData:
“Ithinkthatfromascaleofonetotenthenmyinterestincookingfoodisaboutaneight.Relativelyalot.IlovefoodshowsandIalsolikepreparingfoodmyself,andtryingnewthings,alsobecauseIhavefriendsandrelativeswhohaveaninterestinfood,thenitbecomesathing.Iamnottotallyfanaticandaten,IdonotneedthenewestequipmentandIdonotsubscribetodifferentfoodmagazines,butIwouldsaythatIamoveraverage”(Sara,4-8)
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“Ilikecookingprobablymorethantheaverageperson.Iusealotofmytimeoncookingfood,typically,Ialwaysprepareahotmealfordinner,itisveryrarelythatIeatapieceofryebread,andifitistheweekend,thenIliketouseafairamountoftimeonitandbuyspecialgroceries.IalsoreallylikekitchenequipmentandIhavemyfairshareofit,probablymorethantheaverageperson,butIamnotfanatic,Iamprobablyoveraverage”(Lars,4-9)
WhenIaskedSarahowbigofaninterestshehadinfoodshestatedthatshelikescooking,her
interestonascalefromonetotenwasaneight,shelikespreparingitherselfandshelikesto
cooknewanddifferentthings.Shestatesthatshehasaninterestthatisaboveaverage.Sara
alsostatedthatherinterestinfoodcomesfromthefactthatherfriendsandrelativeshavean
interestinfoodandthereforeitbecomessomethingthattheytalkabout,andwhenitistalked
aboutshewantstobeabletoparticipate.Sarais,however,veryclearonthefactthatsheis
notfanatic,shedoesnothavethenewestkitchenequipmentandthisiswhatshebelievesa
foodiehas.Ifurtheraskedhowoftenshecooksmealsandshestatedthat“Ilivealoneso
maybeeverysecondday,butmypassioninfoodisnotreflectedinthat.Itreflectsinthefactthat
whenIcookfoodIliketotakemytimeandexperimentwithnewthings,butIdonotcookevery
day.”Sheclearlylikestocook,experimentandtakehertimeinthekitchen,however,itisnot
somethingshedoeseveryday,shestates,furthermore,thatithasnothingtodowithher
interestinfood.
WhenIaskedLarshowbighisinterestinfoodwas,Larssaidthathehadahugeinterestin
foodaswell,hestatesthatitisprobablymorethantheaverageperson,however,comparedto
Sara,hecooksfoodeverydaybothduringweekdays,butespeciallyintheweekendswherehe
likestouseextratimeoncookingandbuyspecialgroceriesandexperimentinthatway.He
seldomeatsacoldmeallikesandwichesfordinner,furthermore,unlikeSara,hehasalotof
kitchenequipmentalsomorethantheaverageperson,helikestocookspecialdishesthat
needspecialequipmentandtherebychallengehimself.However,Lars,justlikeSara,doesnot
describehimselfasafanatic,butprobablyoveraverage.ItisinterestingthatbothSaraand
Larsdonotdescribethemselvesasfanaticandthatitisimportantforthemtohighlightthis
fact.
“…Alot,IthinkitisveryentertainingandIreallylikeit…Ilikefindingsomethinginterestinginthevegetablesection,somethingthatIamnotfamiliarwithorfindnewspices,itissomethingIenjoy.ButitisprobablybecauseIalsoenjoyeatingfood,andthereforeIdonotmindcookingit”(Maria,13,15-18)
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Mariahasagreatinterestinfoodandcookingfood,shestatessheenjoyscookingverymuch
becauseshealsoenjoyseatinggoodandwell-preparedfood.Furthermore,shefindscooking
verypleasurable.Itpeaksherinterestwhenshefindssomethingforexample,inthevegetable
section,thatshehasnotseenbefore,thisinspiresherwhenpreparingforandcookingmeals.
Maria,justlikeLars,preparesfoodeveryday,whenaskedwhetheritisabigpartofher
everydaylifeshesaid“Yes,IoftenfeelcheatedifIdonotgetadailyhomecookedmeal,Ialso
knowthatitismyresponsibilitythatthefoodisprepared,butIfinditjoyful”.Mariapreparesa
homecookedmealeveryday,whichisdifferentfromwhatSaradoes.
“IdonothavethatmuchtimetocooksinceIgavebirthtomydaughter.Iusedtoworkasanunskilledchef,andIhavehaddinnerclubswhereIwastheonlyonecookinginordertosatisfymycookingneeds…Wealwayscookathomeandespeciallyintheweekendswherewetakeourtimetocookastockandthingslikethat,thestoveisalwaysturnedon,itisnotevenajoke”(Lea,4-7,13-15)
Leaisadefinitefoodie.Whenaskedhowmuchshecooked,sheansweredthatsheandher
husbandcookeveryday,makingtimeforiteventhoughtheyarebusywiththeirdaughter.To
satisfyLea’sneedforcookingshehadadinnerclubwhereshewastheonlyonewhocooked.
Herinterestinfoodisgreatandshedoesnothideitandsheneverpointsoutthatsheisnota
fanatic.Sheenjoysmakingherfoodfromscratchbycookingherownstockandothersimilar
things.Leacementsherinterestbysayingthatsheandherhusbandcookeveryday,andthat
theyespeciallytaketheirtimeintheweekends,justlikeshesays,thestoveisalwaysturned
onattheirhome.Leatakesherinterestincookingoutsidethehousehold,shehasworkedat
AarhusFoodFestival,shestated“…fromtheFoodFestival,whereIhaveworked”andshehas
workedasanunskilledchef.
“Onethingistocookfoodanotherthingistoeatfood,whichIhavedoneextensively.IamgoingtoLondonnextweekonlytoeatfoodandgotorestaurants,soIcookmostlytoguests”(Thomas,8-10)
WhenaskingThomashowmuchhecookedheansweredthathe,unliketheothers,mostlyjust
cookforguests,however,eventhoughhelovescookingforothers,hispassionisineating
foodandgoingtorestaurants.Heinvestsquitealotoftimeindoingso,hestatesthat“Ioften
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eatout,maybeonceortwiceaweek,eitherbecauseIamwithsomeoneandwecooktogetheror
Igotorestaurants”.Furthermore,hetravelstodifferentplacestoenjoyfoodandtotry
differentcuisines,thisonlyaffirmshisinterestinfood.
Convenience–EasiertobehealthyInthissectioniswillanalyseaccordingtothecategoryconvenience–easiertobehealthy.
Today,weliveabusylifewithfamily,friends,exerciseandotheractivities,accordingtothe
DanishAgricultureandFoodCouncil,Daneswantgroceryshoppingtobeconvenientsothey
canbehealthyandbalancetheirbusyschedulesandnotspendtoomuchtimeonshoppingfor
groceries,furthermore,theywanttobeinspiredinthesupermarket.(L&F28/122015,p.1).
ThissectionwillnotbeanalysedthroughthetheoryIhavechosen,butaccordingtothe
analysiscollectedbytheDanishAgricultureandFoodCouncil.Throughmydata,Ifoundthat
allmyrecipientsvaluedconveniencewhenshoppingforgroceries,mostofthemwerealso
inspiredbyinthesupermarketwhenbuyingfoodproducts,furthermore,itwasimportantfor
themthatthestoreswerecleanandwell-assorted.
AnalysisofPrimaryData:
“Imustadmitthatitisoftenwhatisclosest,itisFøtexorLidlorsomethinglikethat.IlivenearCityVestsoIdogroceriesinNettoonthewayhome,butifIhaveguestscomingIliketogooutandbuysomethinginspecialdelis”(Thomas,79-83)
“Imainlyshopinthestorethatisclosesttome,whereIlivebeforetherewasaFøtex,whichIwasverycontentwith,itwasperfectlywell-assorted,however,theircheesesectioncouldhavebeenbigger.NowIliveclosetoasmallRema1000andIcanfeelthatImissmyFøtexmorethanIthoughtIwouldandthereforeIthinkitisawesomethatthereisaLøvbjergaswell.Ilikethathavingaccesstodiscountoptionsandbasisproducts…Ilikeawell-assortedsupermarket”(Sara,85-89,92)
WhenIaskedThomaswhereheusuallydoeshisgrocerieshestatedthathediditinthestore
thatwasclosesttohimandmostconvenient,hedidnothaveanypreferenceswhetheritwas
aNetto,FøtexorLidl.Føtexisawell-assortedsupermarket,NettoandLidlarediscountstores
andthereforetheydonothaveawideproductrangeofproducts,atleastnotaswideasa
storelikeFøtex.Hedoesnotmentiontheneedforawell-assortedsupermarket,convenience
isthemostimportantthingforhim.However,whenheinvitesguestfordinnerhelikestogo
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tospecialdelicacies,whenaskedwhy,hestated“thereisanothersenseofnearnessand
happinesswhenbuyingatasmalllocalbutcher”.
Sara,justlikeThomas,doeshergroceriesinthesupermarketthatisnearesttohermeaning
thatconvenienceplaysanimportantfactorinherdecisionmaking,however,shepointsout
thatshelivesnearasmallsupermarket,whichshedidnotseempleasedwith.Sheishappy
thatthereisaLøvbjergclosetowhereshelivesaswellsothatshehasasupermarketwitha
widerangeofproductsnearher,itisclearlyimportanttoherthatthesupermarkethas
discountproducts,basisproducts,andmorespecialproducts.SarausedtolivenearaFøtex
thathadahugevarietyofproducts,whichshemisses,eventhoughtheyhadasmallcheese
sectionitwasalotbetterthanwhereshelivesnow,thesupermarketwaswell-assortedandit
wasclosetoherhome.WhenIaskedherwhyshelikethewell-assortedsupermarketsshe
said“Ithinkthatitprovidesinspiration,itprovidesinspirationanditisjustveryawesomethatif
youwant,youcantrysomenewthingsandtrysomethingcool,youdonotneedtorunaround
thecity,youcanjustshopwhereyouareusedto.Ithinkitiswonderfulwhenthereisacheese
sectionandthereare20differentcheesestochoosefrom”.Sheusesthesupermarketasan
inspirationforhergroceryshoppingandtherebythefoodshecooks.Itisimportantforher
thatdoinggroceriesisconvenient,thatthesupermarketiswell-assortedbecauseshedoesnot
wanttoshoparoundindifferentstores,andthatsheisinspiredbywhatshefindsonthe
shelfsatthesupermarketsothatshedoesnothavetomakeupseveraldifferentdishesonher
own,shecanjustdoitquicklyinthesupermarket.Lastly,whentalkingaboutconvenienceshe
stated“accessibilityisimportanttome,ifIdecidethatIwanttotreatmyselfIdonotwantto
bicycle20minutesdownhilltobicyclegodknowshowmanyhoursuphilltobuyonecheese,that
istoomuchtoaskoftheconsumer”.
NeitherSaranorThomasmentionthefactthatconveniencewhenbuyinggroceryisclosely
linkedwithtryingtobehealthy,theydonotmentionthattheywanthealthyready-made
dishesbecauseitiseasyintheirbusyeverydaylife.Theyonlymentionthattheywanttheir
groceriestobeeasyaccessible,additionally,Sarawantstobeinspiredwhensheisatthe
supermarket.
“IactuallyshopalotinFøtex,asitisagoodsupermarketanditisfairlycloseby.Iknowwhatitstandsfor,soIusethatalotbecausetheyhaveitall,otherwiseI,IthinkjustlikeanyotherDane,usediscountsupermarkets.WhenIamhavingguests,butalsowhenIdoregulargrocery
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shoppingitmakessensetometogotoadiscountsupermarket,likeRema1000,firstandthendrivetoFøtexorMenyafterwards.Ithinkthattherearealotofexpensivestores”(Christian,103-108)
“NormallyisshopatRema1000,IalsouseFøtexasitisonmywayhomefraschool,itismoreexpensivesoIonlyuseitwhenIonlyneedafewthing.IfIneedtoalotofgroceriesIshopatRema1000,butifIhadmoneyIwouldfindmygroceriesinsmalllocalshops”(Pernille,84-87)
ChristianalsomentionsFøtexashisprimarysupermarket.Christiansaysthatheknowswhat
Føtexstandsforandthatitisagoodsupermarket,furthermore,itisclosetohishome,which
meansthatconvenienceisanimportantfactorwhenhegoesgroceryshopping.Føtexis,as
mentioned,awell-assortedsupermarket,butitisalsomoreexpensivethandiscount
supermarkets.However,eventhoughChristianalsovaluesconvenienceandawell-sorted
supermarket,healsovaluesprice.Hementionsthathe,likeeveryotherDane,doessomeof
hisgroceriesatdiscountsupermarketsaswellandaccordingtohimitiscommonsenseto
startinadiscountsupermarketthatislesswell-assortedandbuyallthebasisgoodsandthen
gotoabiggersupermarkettoacquiretherest.
WhenaskingPernille,whereshepreferredtodohergroceriesshebothmentionedRema
1000andFøtex.AsmentionedRema1000isadiscountsupermarketandFøtexismore
expensive,butalsomorewell-assorted.AlotofmyrespondentsshopatFøtexbecauseof
convenienceandthefactthatitiswell-assorted,buttheyobviouslyalsovaluepriceasthey
supplementthebiggersupermarketwithsmallerandcheaperdiscountsupermarkets.
Pernille,furthermore,highlightsthatshewouldshopatsmalllocalshopsifshehadthe
money,againhighlightingthepriceissue,whichisimportanttoher,becausesheisastudent.
“Mymomownsagrocerystore,sowhenIamhome,Igettotakesomethingswithme,soIcansaythatmymomismypreferredpurchasingsource.InAarhusitisveryrandomwhereIendupdoingmygroceries,butthereisoneplace,thereisaKvicklyinÅbyhøjandgroceracquirelotsofrandomthingsandtheycostverylittleandIthinkitisgreatasitfitsmy,becauseIliketotrynewthings…butnowIhavemovedfurtherawayfromit,soIknowmostlyshoponmywayhomefromwork,soitdependsonwhatIpassontheway…thereisaNettoandaFaktaclosebymyhome”(Christina,106-114)
Christinaisdifferentfrommyotherrespondents,shecandomostofhergrocerieswhensheis
visitinghermother,shedoesnotneedtothinkaboutpriceorhavingawell-assorted
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supermarketnearby,however,itseemslikeshestillvaluesconvenienceasitiseasiertoshop
inhermother’ssupermarket.ShealsomentionsthatsheshopsinNettoandFaktabecauseit
isclosetoherhomeandthatshealsochooseswhicheversupermarketshepassesonherway
homefromwork,emphasisinghowimportantconvenienceistoher.
Christinamentions,unlikeChristianandPernille,thatshegetsinspiredinthesupermarket.
ShementionsthatshelikestoshopinaspecialKvicklybecausethegroceracquiresallsortsof
different,new,andexcitingproducts,whichinspireshertotrytocooknewanddifferent
dishes.
ConvenienceandinspirationareclearlythetwobiggestfactorsforChristina.
“IfIstandinasupermarketIcangetinspired,IusedtoliveclosetoBazaarVestandIlikedbeingthere,especiallyiftheyhadsomegoodoffers”(Christina124-125)
BetheChange–ResponsibleConsumptionInthissectionIwillanalysethetwotendenciesBetheChange–ResponsibleConsumption
andLocation,Location,Location.Todaythereisahigherconsciousnessaboutinwhich
conditionsthefoodthatweeatisproduced.Wearebecomingmoreconcernedwith
environmentalimpactandthelackofanimalwelfare.Organicsisbecomingmoreandmore
importantfortheaverageconsumer,Denmarkhastheworldrecordinconsumptionof
organics,in2014-2015,8,4%ofthetotalfoodproductssoldintheDanishdetailsectorwere
organics(L&F19/42016,p.1).ThisismainlybecauseDanishconsumerswanttoavoid
pesticides,helpincreaseanimalwelfare,andpreservethenature(L&F28/122015,pp.1-2).
Furthermore,thereisgrowingawarenessaboutqualityandofsustainabilityandthisis
mirroredinapreferenceforlocallyproducedproducts.Danishproductsarepreferredsinceit
isperceivedasbeingofanexceptionallygoodquality.Atthesametime,areductionof
transportationisincreasinglybecomepartofthesustainabilityagendaandtheneedtobe
environmentallyconsciousistherebycreatinganeedforlocallyproducedproducts.(L&F
28/122015,p.2)
ThissectionwillnotbeanalysedthroughthetheoreticianIhavechosen,butonthebasisof
theDanishAgricultureandFoodCouncilanalysis.Inmydata,Ifoundthatmyrespondentsto
asmallerorlargerdegreebuyorganicproduces,furthermore,someofthemcareaboutthe
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environmentanditisimportantthattheirproductsareDanish,andlastly,someofthemare
concernedwithanimalwelfare.
Analysisofprimarydata
“Organicproducts,definitely,andIwillgofartogetorganicproducts,andifIcannotgetwhatIwantIwillchoosesomethingelsethatIcangetinanorganicversion,IdonottradeinforaDanishconventionalproduct,thenIwillnoteatbananas,IwillwaituntilIcangetorganicones…andthenIthinkthatIIdonotalwayshavetoeatbananasandkiwis,iftherearegoodappleandpearsandberriesthatareproducednearbyand,whicharenotflownacrosstheworld”(Lea,100-105)
“AlotoforganicsbecauseitisrarethatIbuyaroast,alotofthethingsIbuy,ifitistomatoes,thenthedifferenceis1kr.Idonotmindspendingthatextrawhenitisfruitandvegetables,ifyoufindoffersthenthedifferenceisnotthatbig,sothereisalotoforganics.Idoitwithdairyproductsandeggs,whichwassomeofthefirstproducts,especiallymilkisthesameprice,soyesalotoforganics”(Christina,134-138)
WhenIaskedLeawhattypeofproductsnormallywereinhershoppingcartshestated
determinatelythatitwasdefinitelyorganicproducts.Sheissoconcernedwithorganic
productsthatshewillgotodifferentstorestobuyorganicproductsifshecannotgetthemin
herregularstore,furthermore,shewillnottradeherorganicproductstoconventional
productseveniftheyareDanish.Ifsheislookingforaparticularproductandshecannotfind
it,shewilljustfindanotherproductforexample,ifshecannotgetorganicbananasthenshe
willnoteatbananas,butrathersomethingelseandthenwaitfortheorganicbananas.
However,eventhoughshewillnottradetoDanishconventionalproducts,shebelievesin
eatingseasonallyandenvironmentalfriendly,shestatesthatshedoesnothavetoeatbananas
ifthereareequallyasgoodpears,applesorberries,whichareproducednearbyinsteadofthe
othersideoftheworld.
IaskedLeawhatshevaluedmostwhendoinggroceriesandshestatedthat“Organicsand
goodingredients,andthatitistreatedright,Iwouldneverbuyconventionalmeatordairy
products”,Besidesbeingconcernedwiththeorganicissueandtheenvironment,Leaisalso
concernedwiththeproductsbeingtreatedastheyshould,shecaresforanimalwelfareasshe
saysthatshewouldneverbyconventionalmeatordairyproductsastheanimalsaretreated
muchbetteratorganicfarms.
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Christina,justlikeLea,buysalotoforganicproduces,mostofthethingsshebuysareactually
organicproducts.Christinaexplainsthatifanorganicproductisalittlemoreexpensiveorif
thepricedifferenceisprettymuchthesame,shewilldefinitelybuytheorganicproduct.She
doesnotmindspendingextramoneyonorganicproductseither,especiallyifitisvegetables
andfruit,soshehasalotoforganicproductsinhershoppingcart.Someofthethingsshebuys
thatarealwaysorganicisdairyproductsandeggs,especiallymilk,whichisthesamepriceas
conventionalmilksoshedoesnotseethepointinnotbuyingtheconventionalmilk.Christina
caresaboutanimalwelfaresinceshedoesnotbuyeggsfromcagedchickensandbecauseshe
buysorganicdairyproducts,furthermore,whenIaskedChristinawhatshevaluedmostwhen
buyinggroceries,shewasstrongmindedandimmediatelysaid“Organics,definitely,both
becauseoftheenvironment,butalsobecauseofwhatIputinmybody”.So,besidescaringfor
animalwelfare,Christinaisconcernedwiththeenvironment,andsheisconcernedwithher
ownpersonalhealthassheisconcernedaboutwhatsheexposesherbodyto.
“OrganicsandDanishproduces.IloveavocadoseventhoughtheyarenotDanishatall,butItrytoshopalittlemoreCO2neutral,asmuchasitispossibleandItrytonoteatmeatonaneverydaybasis,Idonotdothatasitisnotgoodfortheenvironment,sothecombinationofenvironmentalconsciousness,quality,organicsandDanishproduces”(Thomas,90-94)
“Iwantallmythingstobeorganic,butitisnotbecauseIbelievethatitmakesthatmuchofadifferenceinmybodyphysically,butIthinkthatitisathoughthatIlikethatmythingsarenotfilledwithsomeweirdingredients,Ithinkthatitissomethingpsychological”(Pernille,89-93)
ThomasbothbuysorganicproductsandDanishproducts.Heisveryconcernedwiththe
environmentandtriestobuyasmuchCO2neutralproductsashecan.Thomasdoesnoteat
meatonaneverydaybasisbecausehebelievesthatitisbadfortheenvironment,heknows
thatitisnogoodandthereforeheisveryconsciousaboutwhathebuys.However,Thomasis
nottoobigofanenvironmentalist,hehassomeproductsthathereallylike,whicharenot
Danish,soeventhoughsomeoftheproductshereallyneedarenotDanish,hewillstillbuy
them.Whenaskedwhatvalueswereimportanttohimhesaidthatitwasenvironmental
consciousness,quality,organics,andDanishproducts.Then,whenIaskedThomaswhyitwas
importanttohimtobeenvironmentallyconscioushesaid:“BecauseIhaveanideathatwe
needtotakegoodcareoftheearthandthenIknowthatorganicproductsareoneoutmany
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classificationsystemsthataredefinedbyothers,whowedonotevenknow,Ibelievethata
conventionalproductcanbejustasgoodasanorganicproduct,buttherearesystemsandwe
mustusethem”
WhenIaskedPernillewhatshevaluedmostwhenshoppingforgroceriesshestatedthatshe
wantsallheringredientstobeorganic.However,Pernilledoesnotexpressthatshecares
aboutanimalwelfareortheenvironment,Pernilleisconcernedwithherpersonalhealth.She
statesthateventhoughshedoesnotbelievethatitmakesthatbigofdifferenceforherbody,
whethershebuysorganicproductsornot,shebelievedthatithassomethingtodowithher
psychologicallyspeaking,shedoesnotwanttofillherbodywithweirdingredients,whetherit
beperfumesorotherchemicals.
“Idonotbuythecheapestchicken,Ibelievethatitisnotpossibletosellachickenfor25kr.,IthinkitisimpossibleandbyprincipleIrefusetobuythosepoorslavechickens…Wedonoteatpork,butifwedidIwouldthinkaboutit.Ithinkthatitisbecauseweknowthatitisanimalswhoaremistreated.Iamnotsurethatcowshaveitmuchbetter,butwhenweknowitwedonotbuyit,wedonotbuycagedeggs,thatisjustano-go”(Maria,79-84)
“Weusuallybuyfree-rangepork,ifitispossible,thesamewitheggs,butifitjustprocessedfoodthenIdonotcareaboutitthatmuch,itishardtoknowwhereitcomesfrom,soIcannotcareaboutittoomuch,butwithmeatanddairyproducts”(Tina,71-74)
WhenIaskedMariawhatshevaluedmostwhenshewentgroceryshoppingsheanswered
thatshewantedtobuyorganic,butshefarfromdid.Shedidnotmentionthatshecaredfor
theenvironmentnordidshegointodetailsofwhyshewantstobuysomeorganicproducts,
shealsodidnotmentionpersonalhealth,however,shedoesexplainthatshewouldneverbuy
thecheapestchicken,shedoesnotbelievethatitispossibletosellachickenfor25kr.that
hasbeentreatedright,shedescribesthemaspoorslavechickensandshedoesnotwantto
supportthiskindofanimaltreatment.Mariafurtherstateshowtheydonoteatpork,butif
theydidtheywouldthinkaboutanimalwelfarebecausetheyknowthatchickenandpigsare
mistreated.Inaddition,theyalsodonotbuycagedchickeneggs,sheexpressesstronglythat
thatisano-go.However,theydonotconsiderittoomuchwhenitisbeef,eventhoughshe
doesnotthinkthatcowsaretreatedbetter,butshejustexplainsthatsheisnotassureabout
thatassheiswithpigsandchickens.
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Tinaisconcernedwithanimalwelfare.Shestatesthatshebuysfree-rangeporkandfree-
rangeeggswhenIaskedherwhethersheboughtenvironmentalfriendlyproducts.However,
shedoesnotcareaboutittoomuchwhenitisprocessedfoodbecauseitisnotastransparent
asmeatanddairyproducts,itishardtofindwheretheproductscomefromsoshedoesnot
careforitasmuchasshedoeswithmeatanddairyproducts.WhenIaskedwhatshevalued
mostwhenshedoeshergroceriesshestated,“Itistosupportthesmalldairyfarms,thatmeans
alottomethat,andanimalwelfare,thenitautomaticallyhappenstobeorganic,butitisnot
becauseIjustwanttobuyorganicproducts,butitisbecauseofanimalwelfare,thatmeansalot
tome”.Tinaisveryconcernedwithsmalldairies,shegrewupinoneandthereforeshewants
tohelpothersmallfarms,shealsoexpressesthatanimalwelfareissomethingveryimportant
toher.Shedoesnotnecessarygofororganicproducts,butiftheyareanimalfriendly
products,mostofthetimetheyareautomaticallyorganic.Tinadoesnotmentionthe
environmentorpersonalhealthwhenshechoosesorganicproducts,itisonlybecauseof
animalwelfare.
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ThematicanalysisInthissectionIwillusethethematicanalysistoanalysemyprimarydatatoanswermy
researchquestion.Thethemesareextractedbyreadingmyinterviewsandthereby
identifyingtheoverallthemesintheinterviews.Theextractedthemesareasfollowed;
identityandArlaUnika.Thesewillbeanalysedinthesectionsbelow.
IdentityInthissectionIwouldliketoanalysethethematiccategoryofIdentityinrelationtobeinga
foodie,whichIhavechoseninaccordancetomyprimarydata.Thequestionofidentityisvery
importantwhendiscussingfoodies,asafoodieisdescribedasatypeofpersonality.
AccordingtoZygmuntBaumanIdentityisnolongeragivenratheritiscreatedbyhumans.
Identityissomethingthatneedstobeinventedandnotdiscovered.Identityisinconstant
change,acontinuedproject,whichtheindividualneedstoworkonanditisanunfinished
processwithnoendgoal(Petersen2011,p.151).
Giddensstatesthattheselfisareflexiveprojectthattheindividualisresponsiblefor,weare
whatwemakeofourselves.Theselfisanongoingnarrativethatiscreatedthrough
storytelling(Giddens1991,p.53).Identityinmodernityisnotsomethingfixed,butsomething
thatispursuedbytheindividual(GabrielandLang2006,p.82).
Donslaterexplainshowinthepost-modernsociety,socialidentitymustbecreatedby
individuals,becauseitisnolongergivenorascribedtotheindividual(Slater1997,p.30).
InmydataIfoundthatmostofmyparticipantsreflectedontheirmotivesforcookingfor
themselvesandotherstoahigherorlesserdegree,buttheymightnotcreateidentitydirectly.
Ididnotaskmyparticipantsdirectlyiftheyfeltliketheycreatedtheiridentitythrough
cooking,however,Ididaskthemiftheyviewedcookingasapartoftheirpersonalityand
mostofthemdid.Iwilldividemyanalysisofidentityintotwoparts–ownperceptionof
identityandself-presentation.
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AnalysisofPrimaryData–OwnPerceptionofIdentity
“Yesdefinitely,Idefinitelythinkso.AndthatIamapersonthatgoesaftersomegoodingredientsandthatwhatIservehasagoodqualityandthatitisorganic,thatitisfreshingredientsandnotjustsomethingoutofacan.ThatisdefinitelyhowIpicturemyself,aqualityconsciousperson”(Lea,52-55)
“Alittlemaybe,beingherthatisagreatcook,Iamalsooftentheonemyfriends,mysisterandmydadcalltohear“howwouldyoudothatandthat,IamstandingherewithapheasanthowdoIproceed”orwhatever,thenyoucallmeandIlikethat.ItisasignthatIamdoingsomethingright”(Maria,30-33)
“IdonotknowIwouldgothatfar,Iwillprobablynevernotcareaboutit,ononecountImightsayyes,butIthinkitisalittlewildtosaythatcookingisapartofme”(Lars,47-49)
Leaseescookingasapartofheridentity,shestatesthatveryfirmly.Itisabigpartofwhoshe
is,asshereallyenjoyscookingandknowsalotaboutit.Shewantstobeapersonthatis
knownforgoingaftergoodingredientsandthatwhatsheservesisofgoodqualityandthatit
isorganicandfresh.Itishowshepicturesherself,furthermore,whenIaskedherdirectlyif
shesawcookingasapartofherselfsheanswered:“Yesdefinitely,Iamapersonthatcaresalot
aboutfoodandIdonotdoubtthatmyacquaintancesknowIcareaboutfoodandthatIalways
havefreshvegetablesandherbsathome”.Additionally,whenIaskedherifshewantedtobe
seenasthepersonwhoisknownforcookingshesaidthatshedefinitelywantedthatasshe
thoughtthatitwasaniceroletohave.
WhenIaskedMariawhethersheseescookingasapartofherpersonalitysheansweredthat
maybealittle,shesawherselfbeingagoodcook.Shetellswithpridethatsheistheoneher
familyandfriendscallwhentheyneedhelpcookingsomething,soshedefinitelyseesitasa
partofherpersonalityeventhoughshesaysthatitisonlyalittlebit.Whentheycallhershe
feelslikesheisgettingsomeacknowledgmentinthatsheistheonewhoisgoodatcooking,
shefeelsthatitisasignthatsheisdoingsomethingright.
LarsisalittlemorescepticthanLeaandMaria,whenIaskedhimifhesawcookingasapart
ofhispersonalityhestatedthatheisnotsurethatheseescookingasapartofhimself,he
thinksthatitisgoingasteptoofar,nevertheless,healsostatesthathewouldnevernotcare
aboutfoodsoinonewayheseesitasapartofhimself,buthestillthinksitisalittlewildto
sayso.
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“Yes,Iseeitasapartofmypersonality,butitisrarethatIthinklikethatthatIhavetomakethisfoodotherwiseIwilldeclineinacknowledgement,Ihaveneverseenitthatway,butIliketobeapersonwherepeoplesay“youcareaboutfoodandthatiscool”,itiskindofanexpertrole”(Thomas,55-58)
“Idonotknowifitisapartofmypersonality,butIthinkthatitfillsupabigpartofmylife,itisathingthatIcareaboutandthatIliketotalkaboutandsharethatinterestwithotherpeople.Ithinkitissomuchfuntolearnnewthingsandknowsomestrangethingsaboutfood“okaywhatisthenameofalotofdifferentpastas”,Ithinkthatitisaboutcaringforonethingandthenstudyitnomatterwhatitis”(Pernille,34-37)
“NoIdonotthinkthatitissomethingIcould,IthinkthatIcouldtalktopeopleaboutit,iftheyalsohaveaninterestforit.ItissomethinglikethatthatIlike.Butitisnotapartofmypersonality”(Tina,29-31)
Thomasbelievesthatcookingisapartofhispersonalityheisveryfirmaboutthat,however,
hedoesnotbelievethatifhedoesnotcookaspecialcoursethathefallsinacknowledgement,
hehasneverbeenapersonthathasheavedforsomeone’sapprovalandthatitisimportantto
himtokeepitasapartofhispersonality.However,helikesbeingthepersonthatpeople
acknowledgeasbeinginterestedinfoodandwhoknowsalotaboutit.Helikesbeingthefood
expertthatknowsaboutbothfoodandwineandknowshowtocombineit,itisdefinitelya
partofhimandheispleasedwiththat.
WhenIaskedPernillewhethershesawcookingasapartofherpersonalityshestatedthat
shedidnotknowifshewouldgoasfarascallingitaspartofherpersonality,butitdefinitely
fillsupalotofhertime,itisapartofhereverydaylife,shecaresalotaboutitandshelikesto
talkaboutitandsharethatinterestwithotherpeople,thatmeansalottoher,sointhatwayit
isapartofherpersonality.Shetakesitastepfurtherandexplainsthatshelikestolearnnew
thingsandshelikestoknowstrangethingsaboutfoodandmaybeevenbecomingafood
expert.Shealsofeelsthatshecaresaboutfoodalotandifshecaresaboutsomethingshe
wantstostudyitandknowasmuchaboutitaspossible,sointhatwayitfillsupalotofher
timeandtherebybecomingapartofher.
TinadiffersfromThomasandalsofromPernille,TinawasveryfirmwhenIaskedher
whethershesawfoodandcookingasapartofherpersonality.Shedidnotbelievethatitwas
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andshecouldneverthinkthatitwas.However,shereallyenjoysitandshelikestotalkabout
itwithotherpeople,especiallyiftheyalsohaveaninterestinfood,thatissomethingshe
reallyenjoys,butshedoesdefinitelynotseeitasapartofherpersonality.
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AnalysisofPrimaryData–Self-presentation
“Ithinkthatitisacarething,tocareaboutyourguests.Ifyouareinvitedfordinneratoursthenthereistakencareofeverything,thewholemealingeneral.Ithinkaboutwhattheylike,whattheywouldwanttoeatandhowwecanmakeitpleasantandcreateapleasantsetting.Therearecandlesonthetable,thereisnokitchentowels,butactualnapkins.Itisacarething,youtakecareofyourguests”(Lea,30-36)
“IthinkprimarilythatitisbecauseIthinkitisfun,itmaybeisalittleego-ishtothinkthatifyoumakesomethingothersthinkisgreatthenIthinkthatitisreallyfunandthenIliketochallengemyselfandtrynewthings…ItisnotbecauseIthinkthatIneedtoimpress,butbecauseImyselfthinkitisfunandinteresting,thenifotherslikeitthatisjustabonus.Ifpeopledonotcarethenitisnotasfun,butitisnotthattheyshouldsay“wow,youaresogood”Idonotcareaboutthat”(Lars,22-24;26-27)
“Yes,Ilikethat,basicallyithasnotbeenwhatstartedit,itwasmanyyearsago,justaninterestinfoodandtotrysomenewthings,andsoithasjustevolvedovertime,asanidentitything,thereissomethingaboutwhenpeoplegohome,thentheypreferablyhavetoexpressthatithasbeengood,thatisagoalinitself”(Christian,55-59)
WhenIaskedLeawhyshethoughtitwasimportanttohertocookproperfoodforother
peopleshesaidthatitwasacarething,shewantstotakecareofherguests,shelikesthatshe
hastakencareofeverythingandthateverythingisperfectlyarrangedthattherearecandles
onthetableandnapkinsonthetableandnotkitchentowelsasthatmightlooksloppy.She
thinksaboutwhattoservetoherguestsandtocreateaniceandpleasantambiencewhere
hergueststhrive.Itisimportantforhertotakecareofherguestsfirstandforemostandshe
doesmentionanyotherfactor.ThenwhenIaskedheriftherewasanelementofrecognition
thatdrovehertothinkaboutwhattoservetoherguestsshestated:“Itisnotwheremy
primaryfocusis.Ifeelhappywhenpeoplethinkittastesgood.Ialsothinkthatitisthesetting
youcreateaboutthemealandthatyoushareadelightfulmeal,thatyouhaveexertoneself…It
ismorethefocusformethenIlikehavingpeoplethinkthatwhatIcreatedisexcitingfood”.So,
recognitionisnotaprimaryfocusforher,however,shefeelshappywhenpeoplelikesthe
foodshehasmade.Sheliketoexertherselftocreatedeliciousfoodandagoodatmosphere,
butnotthatmuchforpeopletoacknowledgeherandhercooking.
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Larsstatethatthereasonthathethinksalotaboutwhattoservetohisguestsandwhyitis
importanttohimtomakesomethingdeliciousforhisguestsisbecausehethinksthatitisfun.
However,healsoexplainshowthereissomethingegotisticalaboutitaswellbecausehelikes
whenpeoplelikehisfoodand,furthermore,helikestochallengehimself.Hisprimaryreason
isnotthathethinksthatheneedstoimpresssomeone,butbecausehehimselffindit
interestingandexciting.Butifpeopledonotcareaboutwhathemakesandiftheydonotlike
whathemakesthenitisnotfunforhim,still,hedoesnotneedpeopletoacknowledgethathe
isverygoodatcooking,hedoesnotcarethatmuchaboutit.
IaskedChristianiftherewasanythingvainabouthimthinkingaboutwhattoservetohis
guestsandifhewantstobeknownastheguywhoisgoodatcookingandhestatedthatthere
isandthathelikesbeingtheguywhoisgoodatcooking.Nevertheless,itwasnotwhatgot
himinterestedinfoodmanyyearsago,itwasjustaninterestinfoodandtotrynewthings
andthenitdevelopedovertimetobecomeanidentitything.Helikeswhenpeoplegohome
andtheyexpressthatithasbeenagoodeveningwithgoodfood,helikesthe
acknowledgement.
“Idonotknowifitisimportanttome,butIthinkthatitissomethingthatIlikeandthenIwouldliketoshowthat,IthinkthatIjustwanttogivethemandexperience…No,Idonotthinkso,ifIwasnotgoodatcookingthenIwouldprobablynothavethatinterest,butno,IdonotthinkthatIhaveeverthoughtaboutitbeingbecauseIwanttoshowthatIamgoodatit”(Pernille,27-28;30-32)
“Ithinkthatitisboththatbasically,withoutmethinkingaboutitallthetime,butifIneedtobecompletelyhonestthenitisbecauseIwantotherstothinkthatwhatImakeisdeliciousfood.ItisalsosomethingIconnectwithadeliciousmeal,thesocialthings”(Christina,50-52)
“Ithinkitisalittletransgressivetocookforpeopleyoudonotknowandspendtheirmoneyonsomethingtheymightnotthinkisgood…itbecomessuchapartofmyidentity,it'sapartofmeIservetothepeopleandperhapsIshouldprobablyrelaxalittleonceinawhile.Ithinksomuchaboutit”(Sara,33-38)
WhenIaskedPernilleifitwasimportanttoherthatpeoplethoughtthatthefoodshecooked
wasgoodandwhetheritwasabouthershowinghercookingskills,shestatedthatshedidnot
knowifitwasimportanttoher,shehasnotthoughtaboutittoomuch.Pernillelikestocook
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andchallengeherselfandthatiswhyshelikestoshowherabilitiesinthekitchen.Shedidnot
thinkthatitwasimportantforhertoshowhercookingskillstoothers,neverthelessifher
cookingskillswerebadorifshecouldnotcookatallthensheprobablywouldnotcookatall.
Furthermore,shehasneverthoughtabouthercookingbeingaboutshowingherabilitiesin
thekitchen.Pernillejustprioritisetogiveherguestsanexperienceandthenthe
acknowledgementisnotsomethingthatisimportanttoher.
Christinaexplainedthattherearetworeasonsthatshethinksalotaboutwhattoservetoher
guestsandwhythatisimportantforher,eventhoughshesaysthatshedoesnotthinkaboutit
allthetimethereisabasicstriveforotherpeople’sacknowledgement,thatpeoplethinkwhat
sheservesisdeliciousandtherebyfeedherego.Theotherreasonisthatsheconnectsthe
socialaspecttoadeliciousmeal,shelikesthatthemealisbeingtalkedabout,butalsothe
socialinteractionthatcomeswithasit-downmeal.So,itisimportantforhertoget
acknowledgementforadeliciousmeal,butwhatalsocreatesadeliciousmealisthesocial
part.
Sarathinksitistransgressivetocookforotherpeople,Iaskedherhowmuchshethought
aboutwhattocookwhenhavingpeopleoverandsheansweredthatshethoughtaboutita
littletoomuch.Sarafearsthatwhenshecooksforotherpeopleorwhenshespendstheir
moneyonthefoodshecooksandthentheydonotlikeit.Shealsothinksitistransgressive
becauseshegivesalittlebitofherselfwhencooking,shefeelsthatitisapartofherselfthat
sheservestootherpeople.
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ArlaUnikaInthissectionIwillanalysethethemeArlaUnika.ArlaUnikaismycasefocusinthisproject
asIamusingthecompanyasanexampleofhowanichefoodcompanycanbrandthemselves
towardsfoodies.Iwillanalysewhatmyrespondents’impressionofArlaUnikaisandwhat
theybelievethatArlaUnikacouldtobettertocaptiontheirattentionandtomakethembuy
theirproductsiftheydonotalreadydoso.
AnalysisofPrimaryData–PerceptionofArlaUnika
”Ithinkthatitisaninterestingprojectinthewaythatitisbuildup,IthinkthatthereissomethinginterestingaboutmakingawholeprojectthroughArlaandtheywerecriticisedbythetopchefsfornotmakingpropercheesesandthenawholereverseproduction,butifwelookpastthatIknowthewholehistorybehindthebrand,thenI,ofcourse,thinkthatflavourisparamount,thatthereisanentireuniversearoundit…butflavourisactuallyontheagendaintheDanishdairyindustryinsomeway,thatiswhathasbeenmissing…”(Mette,142-149)
“ThatitingeneralitishighqualityandthatyoutrytoexperimentandIlikethat,IthinkthatitisinterestingthatyoutrytodevelopaDanishcheeseproduction…butitistheperceptionthatitisreallygoodthattherearelargecompaniesthatcaresaboutdoingmorespecialcheeses”(Thomas,134-138)
“Notthatmuch,IdonotthinkthatIhaveevertastedtheirproducts,butitradiatesqualityanditisanicestore,soreallywanttogointhereandlookaround,youcanseethattheyhavecaredaboutthequality,butyeah,Idonotknowmuchaboutit”(Pernille,123-125)
IaskedMettewhatshethoughtofArlaUnikaandshesaidthatshethoughitwasaniceand
interestingproject.Shementionshowshethinksthatitisinterestingthatabigcompanylike
ArlacreatedthisbrandandlistenedtothembeingcriticisedbyDanishtopchefsfornot
makingpropercheese.Metteknowsthestorybehindthebrand,shehasacquaintedherself
withthebrand,showinginterestinit.Lookingpastthatsheknowsthestoryofthebrand,
Mettethinksthatthetasteoftheirproductsisparamount,shelikesthatthereisanentire
universearoundtheproductsandthetastecombinations,shestatesthatwithArlaUnika,and
theirentiredairyproduction,flavourisontheagendaandshebelievesthatthatiswhathas
beenmissing.
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ThomashastheperceptionofArlaUnikathatitisahigh-qualitybrand.Hehastheimpression
thatArlaUnikaisabrandthatlikestoexperimentandhelikesthat,hethinksthatitis
interestingthattheDanishcheeseproductionisdevelopinginthatsense.Furthermore,
ThomashastheperceptionthatitisreallygoodthatalargecompanylikeArlacaresabout
doingspecialcheesesanddoingsomethingsospecial.Inaddition,Thomasknowsquitealot
aboutArlaUnikaandhediscoveredthebrandquiteearlyon,whenIaskedhimwhatheknew
aboutthebrandhestatedthat“IencounteredArlaUnikawhenitalmostjustcameout,when
therewereonlytenshopsandrestaurantsandwhentheyonlyhadeighttoninecheesesbackin
2011-2012…IknowthatthebrandcameoutbecauseArlaneededtobranditselfdifferently
frombeingotherthanthislargeproducer”.SonotonlyhasThomasencounteredArlaUnika
quiteearlyandhashadalargeinterestinthebrandforsometimenow,healsoknowswhat
ArlawantstoshowwithArlaUnika,meaningthathealsoknowssomethingabouttheir
history.
WhenIaskedPernillehowmuchsheknewaboutArlaUnikaandwhatherperceptionofthe
brandwas,shestatedthatshedidnotknowmuchaboutthebrandandthatshehasnoteven
tastedtheproducts,unlikeThomasandMette,however,shehastheperceptionthatthebrand
radiatesquality.Furthermore,shethinksthattheirstoreinAarhuslooksveryniceandthat
theambiencemakesherwanttogoinandlookaround.Asshesays,shedoesnotknowmuch
aboutthebrand,butshecanseethattheyhavecaredforthequality.
“Thatitissomedeliciousproductsanddeliciousthings,IthinkthatitisgreatthatArlathatissuchabigcompanyarelettingtheirdairyfarmerscreatesuchanicheproduct…andcreateawayforanewcultureofraw-milkcheesesinDenmark,whichweonlynormallyimportfromothercountries…theyaresomeprestigeproductsandrightlyso.Theyhavereallycreateduniquecheese.TheproductsarereallytastyandtheyhavereallycreatedabrandthatisveryattractiveandIdonotminepayingextrafortheirbutterandcheesestoputonmytablewhenIamhavingacheesetable”(Lea,145-153)
“Ihavetriedtheirproductsacoupleoftimes,itisaluxurybrandwithinArla.IknowthattheyhavedifferentdairyproductsthattheyhavesomecheeseswhichIhavetried…andthenIknowthattheyhaveastoreinAarhus…Thatitisofhighqualityandthattheypriceisupthere,youpayforit.Priceandqualitygoalonganditissomethingwhereyouthinkithastobeextranicethatismyopinionaboutit”(Lars,127-139)
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Lea’sperceptionofArlaUnikaisthattheyhavedeliciousproducts.Leathinksthatitisgreat
thataconglomeratelikeArlaislettingtheirdairyfarmerscreateanicheproduct,whichthey
havenotdonebefore.Leaknowsagreatdealaboutthedairyindustryandfoodingeneral,she
hasreadaboutArlaUnika’sstoryandshebelievesthatArlathroughArlaUnikahascreateda
newcultureandwayforraw-milkcheeseinDenmark,whichshebelieveshasbeenmissing,
astherehasnotbeenacultureforraw-milkcheesebefore,ithasonlybeenthroughimport,
whichshefoundunsatisfying.Furthermore,LeathinksthatArlaUnikaisaprestigebrandand
rightfullysobecausetheyhavecreatedsomeveryuniquecheeses.NotonlydoesLeahavea
goodperceptionofthebrandanditsstory,shealsobelievesthattheproductstasteverywell.
Inaddition,Leaalsobelievesthatitisaveryattractivebrand,theproductsarevisibly
attractiveandbecauseofthat,andthegreattaste,shedoesnotmindpayingextraforthe
productswhensheishostingapartyandhastohavesomeniceproductsonthetable.
WhenIaskedLarswhatheknowsaboutArlaUnika,hestatedthathehadtastedtheproducts
acoupleoftimesbefore,heknowsthattheyhavedifferentdairyproductsandcheeses,which
hehastried,andheknowsthatArlaUnikahasastoreinAarhus.Inadditiontothis,hesays
thatArlaUnikaisaluxurybrandwithinArla.Larsdoesnotknowthestoryaboutthebrand
likeLea,ThomasandMettedo,buthestillknowsafewthingsaboutthebrand,likethatitisa
luxurynichebrand.Inaddition,whenIaskedLarswhathisperceptionofthebrandwas,he
statedthattheproductsseemedtobeofhighqualityandthatthepricewasuptherewiththe
quality,meaningthatyoualsopayfortheproducts.However,Larsalsostatedthatqualityand
pricegotogetherandArlaUnikaissomethingyoubuywhenyouwantsomethingtobeextra
niceandofgoodquality.
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AnalysisofPrimaryData–ImprovementwithinArlaUnika
“Ithinkitisthewholeissuewithgettingitmorewidespread…IalsothinkthatithassomethingtowiththefactthatitbecomeslessspecialifthereisacommercialbetweenDancingwiththeStarsandthenews,thatitisanichething…inthatwayIbelievethatitisagoodthingthattheydonotmoveintothatmarket,thatitneedstobeathingthatfoodiesdiscoverandthinkthatitisdeliciousanttheirownlittlesecret…IthinkthatitmakesgoodsensethattheyareinFøtex,whichisaplacewhereyougoifyouwanttobesurethatyougetquality…InthatwayitmakesgoodsensethatitisplaceslikethatandnotinFaktaforexample”(Christina,179-196)
“Idonotthinkthattheyareveryvisible…sotheyshouldpushformorevisibilitysothatitismoreaccessibleformewhenIamstandingthereonaWednesdayeveningandwanttospoilmyselfandthatitistherethenratherthatIhavetobicycle20mindownhillandgodknowshowmanyhoursuphilltobuythatonecheese.Ithinkthatistoomuchtoaskofthecustomer…”(Sara,189-197)
ChristinathinksthatthethingArlaUnikacouldimproveistobemorewidespread,however,
thereisanissuewiththat.ChristinathinksthatitisaproblemthatArlaUnikaisnotmore
available,butshestatesthatifitgetsmorewidespreaditwillbecomelessspecial.Shestates
thatshedoesnothaveaTVandwatchescommercials,butifArlaUnikaadvertisedfortheir
productsinprime-timeTV,theproductwillbecomelessspecial.Christinaexplainsfurther
thatshebelievesthatitisagoodthingthatArlaUnikadoesnotmoveintothatmarket,asthe
brandissupposedtobeanichebrandthatdrawsitsattentiontowardpeoplewhoarevery
interestedinfood,thebrandneedstobeathingthatfoodiesdiscoverthemselvesandmake
themfeelthattheyfoundthislittlesecret,shebelievesthattheconsumerneedstosearchfor
theproductinsteadofitbeingavailabletoeveryone.However,ChristinabelievesthatArla
Unikashouldbeinplaceslikeføtex,awell-assortedsupermarket,becauseitisaplaceyougo
togetgoodqualityproductsanditisaplacewhereyouexpecttheyhaveeverythingyouneed,
thereforeitwouldmakesensefortheproductstobeataplacelikethis,butshethinksthatit
isagoodthingthattheyarenotindiscountstores,likeFakta,becausethenitwouldlosethat
specialfeelandexclusivity.
WhenIaskedSarawhatshethoughtthatArlaUnikacouldimprovesothatsheboughtthe
productsmorefrequentlyshestatedthattheyshouldbemorevisible.ShesaidthatArlaUnika
shouldpushformorevisibilityandaccessibilitybecauseitwasnotthataccessibletoher.Sara
wantstobeabletobuytheproductsinhersupermarketwhenshecravesforitinsteadof
goingtotheironlystoreinAarhus,whichisfarawayfromherhome,shedoesnotwantto
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havetobicycleseveralkilometrestoonlybuyonecheese,shebelievesthatthatistoasktoo
muchofthecustomer.Therefore,SarabelievesthatthebiggestissueforherwithArlaUnika
isthattheproductsneedtobeeasierforhertogetaholdof.
“Thentheyshouldspreadittomorestores…theyneedtorendervisibilityinsomewayoranother,Idonothowwidespreaditisbetweenyoungerpeopleandtheycouldworkonthatandgoalittleloweragewiseintheirtargetaudience,butIdonotknowhowmanyyoungerpeoplehaveaninterestforitandhavethemoneyforitandwhoprioritiseitandthenitcanbetotallypointless”(Pernille,137-142)
“FormetheyhavebeenopaquewithhowmanyoftheirproductsthatareorganicandIamstillindoubtbecauseIdonotthinkthatalltheirproductsare.IwouldwishthatthatwasmoreclearbecauseIthinkthatthatisastatementyoutakeasacompany.IknowthatArlaproducesconventionalproductsandorganicproductsbutcomparedtobeingaspecialnicheproductwherethechoiceissoselect,thenIthinkthattheylackincreatingthatline”(Lea,158-163)
PernillebelievesthatArlaUnikaneedstobemorewidespread,asmentionedbefore,Pernille
hasnevertastedtheirproducts,theproductsarenotwheresheshopsandthatiswhyshe
doesnotbuythem.However,PernilleexplainsfurtherthatsheshopsinRema1000andshe
knowsthatthatmightnotbethetargetgrouporstoreforArlaUnika.Inaddition,theproblem
withthebrandisthatitisnotvisible,sothebrandneedstobebothmoreaccessibleandmore
visibleandPernillesuggeststhattheycanbesobytargetingyoungpeoplemore.Shestates
thattheydonotfocusenoughonayoungercrowd,theyshouldmaybelowertheagewithin
theirtargetaudience,however,Pernilleisawarethatayoungeraudiencemightnotbe
interestedandthattheydonothavethemoneyfortheproductsandifthatisthecaseit
wouldallbefornothing,nevertheless,PernillebelievesthatifArlaUnikabranchedouttoa
youngeraudienceandmadeitmoreavailable,shewouldbuyitandbuyitmorefrequently.
Leaisnotasconcernedwithvisibilityandaccessibility,unlikeChristina,Sara,andPernille,
whenaskedwhatshethoughtArlaUnikacoulddobetteringeneral,shestatedthatshefeels
liketheproductsarenottransparentenough.LeathinksthatArlaUnikaaretoopaquewith
whichoftheirproductsareorganicandwhicharenot.Leaknowsthatnotalloftheirproducts
areorganic,however,sheisstillindoubtastowhichareandarenot.Shewishesthatitwas
moreclearbecauseshebelievesthatbeingorganicisastatementacompanytakes.Leaknows
thatArlaingeneralmakesbothconventionalproductsandorganicproducts,butshefeels
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thatsinceArlaUnikaissuchanicheproductwherethechoiceislimited,theyarelackingin
creatingthatstrictlinewithwhichproductsareorganicandwhicharenot,asitshouldnotbe
aproblemtodowithsofewproducts.
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BrandEquityInthissectionoftheanalysisIwillanalysemydataaccordingtotheassets,whichmakeup
brandequity.Asmentionedearlierinthisproject,brandequityisasetofassets(and
liabilities)linkedtoabrand’snameandsymbolthataddsto(orsubtractsfrom)thevalue
providedbyaproductorservicetoafirmandorthatfirm’scustomers”(Aaker2010,pp.7-8).
TheassetsIwillanalysefromarebrandawareness,perceivedquality,brandloyalty,and
brandassociation,Iwill,however,notbeanalysingthecategorybrandassociation,because
AakerhasnotspecifiedthisassetandIalsodidnotfindanyrelevantdatainmyinterviews.
1:BrandAwarenessBrandawarenessreferstowhethertheconsumerremembersorrecognisesthebrand.Itcan
bemeasuredindifferentways,throughrecognition,recall,topofmindanddominant.
Aakerstatesthatbrandrecognitionorrecallcanconsiderablyenhancebrandequity.Brand
recognitionandrecallisalsoveryimportantwhentheconsumerneedstochooseabrand
overanotherastherecognitionoftenhaspositiveimpact,however,thereisariskthatthe
brandisrememberedforsomethingnegative
AnalysisofPrimaryData
“YesIthinkso,ifitisabrandthathavegoodexperiencewithorifitisabrandthatIlike.Itdiffers,thenIboughtthisbrandofsalamiandIfoundthatitwasdeliciousandthenItriedanothersalamifromthesamebrandandthatwasdeliciousaswell,thenIcangetthissenseoftrustandthathelpsmetochoosewhenIaminthewell-assortedsupermarketandtherearesevendifferentsalamisthatallmeetthesamecriteria,valueformoney,organic,samepriceetc.thenitdependsonthebrand”(Sara,152-158)
“No,butitalsodependsonwhetheryoubuyvegetablesormilk,thenIcouldchoosethemilkfromNaturmælk,whichisorganicthanIwouldchooseArla,becausethenIsupportanotherdairyandnotthebigconglomerate,butthenthereisthewholethingwiththescrewtopontheonefromArlaandthatmakesthemilkstayfreshforalongerperiodoftime,thenIwillchoosethatoutofpracticality”(Mette,126-130)
WhenIaskedSarawhetherthebrandhadinfluencewhenshewasgroceryshopping,she
statedthatithadanimportance.Sarastatesthatifshehastriedsomethingfromaparticular
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brandthatshehasenjoyedandthensheagainbuysadifferentproductfromthesamebrand,
whichshealsolikes,thenitisapositiveindicatortowhethersheshouldchoosethebrand
again.Therecognitionandrecallofabrandnameisthenimportantbecauseifsherecognises
thebrandfromearlieruseanditwasapositiveexperiencethenshewillchoosethatbrand
overotherbrandswhenshehastodecidewhichproducttobuyinthesupermarket.WhenI
askedSarawhatdrewherattentionwhenshechosefoodproductsshesaid“…thatithasa
nicelayout,thatmeanssomethingwhenchoosingabrand.Dr.Oetkerisalsoabrand,Ihavealot
ofthingsassociatedwithDr.Oetker,notonlythepackingthatlooksGermanSchlager,sohowit
looksandthestoryofthebrand”.So,eventhoughDr.Oetkerisanamesherecognisesandcan
recall,ithasanegativeassociationforhermeaningthatshewouldnotchoosetheirproducts
becauseoftheassociationitgivesher.
UnlikeSara,Mettedoesnotbelievethatthebrandnamehasanyvaluewhensheisgrocery
shoppingandsheneedstochooseaproduct,butthenagainitdependsonwhatsheisbuying.
Ifsheisbuyingvegetablesthenthebranddoesnotmatter,butifsheisbuyingmilkfor
example,thenithasadifferentmeaning.Mettestatesthatshelikestosupportanindependent
labelcalledNaturmælk,shelikesthefactthatsheissupportingasmalldairyandnotabig
conglomeratelikeArla.Thebrandmattersinthesensethatitisnotabigrecognisablebrand
sheisbuying,thereforesheisnotbuyingbecauseofbrandrecognition,herbrandassociation
inthissituationisnotnecessarilypositivewhensheisthinkingofArlaasabrand.
Nevertheless,shementionsthatshesometimeschoosesArlaanywayoutofpracticalreasons
meaningthatMetteisnotloyaltoanylabelinparticular,sointheenditdoesnotmattermuch
whethershecanrecognisethebrandornot.
“Itdependsonwhattypeoffooditis,buttypicallyitistheadd-onsandnottheactualbrand,soifitKellogg’sorÄnglamarkthenitwouldprobablybeÄnglamarkbecauseitalsohasanorganicbrandandKellogg’sdoesnot,againithassomethingtodowiththatthebrandnamedoesnothavemuchsayinitastheotherlabelsdo…thenIdoesnotmatterifitisfromRoyalGreenlandorsomethingelse…”(Christina,225-231)
“ThebrandmeanssomethingtoacertaindegreeIthink.Youcandothatthatyouturntheproductsaroundforexample,privatelabelproducts,thenyoucanseewheretheproductisproducedandifIseethatitisbasicallythesameproductwheretheoneisjustabrandandtheotherisaprivatelabel,thenIdonotmindtakingtheprivatelabelone.IfallforandIknowthatthereisasignalvalueinnicebrandsthattheproducersaregoodatbuilding…”
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(Lea,126-132)
WhenIaskedChristinawhatmadeherchooseonefoodbrandoveranother,shestatedthatit
dependsonwhattypeoffooditis,justlikeMette.However,theactualbrandhasnotmuchto
dowithherchoiceoffoodproduct,ratheritisfarmoreimportanttoher,whichtypeofadd-
onsthebrandoffers.Shecaresmoreabouttheproductsbeingfair-tradeororganicthenit
beingtherightbrand,soifshestoodwithtwohouseholdbrandnamesshewouldnotchoose
outofwhichbrandwasthebiggestandmostfamous,shewouldchoosetheonewiththebest
add-ons,therebystatingthatthebrandnameisnotthedecidingfactor.However,Christina
statesthat:“ImightbealittlefrightenedoverNestléandKraft,whicharethesebig
conglomeratesinmymindthatcontroleverythinginthefoodindustryandintheproduction
behindit…soyoumightsaythatIwouldprobablynotchoosebrands…”,thismeansthat
ChristinahasnegativeassociationstobrandslikeKraftandNestléwhoarethesehuge
conglomeratesandifshestoodwithtwoproductsandoneofthemwasproducedbyeitherof
thetwocompanies,shewouldnotchooseit,asshestatesherself,shewouldnotchoosethe
brandnamebecauseshehasnegativeassociationswiththebrands.
Leabelievesthatthebrandnamehassomethingtodowithitwhenshemustdecidewhich
foodproducttobuy.However,Leastatesthatshedoesnotmind,whenstandingwithtwo
similarproductsandoneisabrandandtheotherisaprivatelabel,toturntheproducts
aroundandseewhereitisproducedandwhatitcontains,andifitcontainsthesameandis
producedinthesameplace,shewillnotmindchoosingtheprivatelabelproductinsteadof
thestrongbrand.Nevertheless,Leaadmitsthatsheenjoysanicebrandandthatshefallsfor
thesignalvalueanicebrandexudes.IfLeaneedstochoosebetweentwobrandsthenshewill
decidebasedonadd-onstotheselabels,justlikeChristina.Whenaskeddirectlywhatmakes
herchooseabrandoveranothershestated“Itisoftenadd-ons…iftheproductiscompletely
thesamethanitistheadd-onsandthenIalsothinkthatUrtekramhasabetterstoryandbetter
brand”,inadditiontotheadd-onsshealsolikesthestorythatthebrandtells.Ifsheknowsa
brandanditbringshersomegoodassociationsandtheadd-onsaregood,shewillthen
choosebasedonthebrand.
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2:PerceivedQualityPerceivedqualityistheconsumer’sviewonthequalityofthebrandanditsproducts.Quality
isformanycompaniestheprimaryvalue.Itisbasicallyimpossibleforcompaniestocreate
perceivedqualityunlesstheclaimofqualityhasmatter.Asmentionedearlier,acompany
needstounderstandwhatqualitymeanstoconsumers.Therearefourchallengesincreating
perceivedqualityandthatistoprotectthebrandfromnegativereputation,makesureto
investinquality,understandwhatconsumersusetomakeajudgementofquality,andhelp
customerstofindwhatindicatesquality.InthissectionIwillanalysewhatfoodiesfindwill
givethemasenseofqualityandiftheirnegativeviewonaproductcanbechanged.
AnalysisofPrimaryData
“Yes,insomeway,butitisalwaysdifficult,butyes,ifitdoesnotlooklikethecheapestclipartorWord-Artlogoyoujustmade,thenyouwouldthinkthattherehasbeenputmoreeffortintoit,thatsomeonewasincontrolofwhattheyweredoingthenitbeingonabudget.Itisonaminimumthelay-out.Itisinsomewaynicetoopenuptherefrigeratorandthatthereisnotjustanorangebudgetlogoeverywhere”(Maria,207-212)
“Onethingisthequality,whichwehavediscussed,anotherthingisthepackagingthathassomethingtodowithit,ifpeoplesay“oh,Idonotcare”butIthinkitdoesmeansomething,ifthepackagingistoomessyortherearetoomanybrightcolours,thenitisawarningsignforme.Theproductneedstospeakforitselfwithasimplenicetext,soyoushowwhattheproductiswithoutmakingagraphiclogoandoverdoneit.Iftheproductisgood,itcanspeakforitself”(Lars,168-172)
WhenIaskedMariawhethershethoughtthatifthepackagingofaproductwasniceithad
somethingtodowiththequalityoftheproduct,sheansweredyes,insomeway,butthatit
wasdifficulttoknowwhetherthatwasthecase.Mariastatedthatifthelogosandtexton
productsweremoreprofessionallymadeandnotjustmadefromeasycopy-pastpicturesor
madeintheprogramWordthatitwouldlookasifsomeonemadeanactualeffort,that
someonehadcaredabouttheproductsandthatwouldautomaticallyradiatequality,itwould
alsomeanthatsomeoneknewwhattheyweredoing,thattheyhadcontrolovertheproducts
soyouwouldautomaticallytrusttheproducersmoreandtrustthattheproductwasaquality
product.Shelastlystatesthataproperandcleanlay-outisimportanttoshowthatthe
companyisnotonastrictbudgetandthatitisnicetoopenoptherefrigeratorandnotonlyse
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budgetproductsstaringbackather.Mariadefinitelybelievesthatthepresentationofa
productisveryimportantinordertodeterminewhetheraproductisofgoodqualityornot,it
isimportantforhertoseethatthecompanyhasinvestedinqualitythroughhavinganicelay-
outandnotspare.
Lars,justlikeMaria,believesthatthereisaconnectionbetweenpackagingandquality,I
askedhimwhatcaughthisattentionwhenchoosingfoodproductsandheansweredquality
andpackaging.Hebelievesthatthepackagingmeansalot,notonlytohimbuttoothersas
welleventhoughtheysaydifferently.Larsexplainsthatifaproduct’spackagingistoloud,
messy,andhastoomanybrightcoloursitisautomaticallyawarningsignforhim.Hebelieves
thatproductswiththistypeoflogoorwritingareofbadqualityandhestaysawayfromthem.
AccordingtoLarsaproductneedstohaveacleanandnicepackagingwithasimpleandnice
textonitsothattheproductisinfocus,hebelievesthatitiseasierthentoseewhatthe
productisaboutthanwhenitisplasteredwithcoloursandwriting.Larsstatesthatifa
productisofgoodqualityitcanspeakforitself.
“Well,Ithinkthatwhenyouforexample,lookatcoldcuts,thenIwouldsaythatitisalotaboutpresentation,howitlooks,thatmeansvery,verymuch.Discountcoldcutsforexample,presentsitselflike“Iamcheapandyougetmorevalueformoney,chooseme”.Buttheydonotsignalqualitywhatsoever,thenitisjustcheapastheyshouldbesothatconceptgoesquitewell,whereothersmoreestablishedbutchersaredifferent,theyaregood…sopresentationmeansvery,verymuch.Butalsothatyouinsomewayknowthatthereisdonesomethingdifferentandspecial,sothatalsomeanssomething”(Christian,166-175)
JustlikeLarsandMaria,Christianhighlightstheimportanceofpresentationandpackaging,
whenIaskedhimwhatwouldmakehimchooseonefoodbrandoveranother.Christianuses
coldcutsasanexampleandstatesthatthepresentationoftheproduct,howitlooks,andhow
thelay-outis,isvery,verysignificant.Hestatesthatdiscountcoldcutsscreamlowqualityand
thattheyarecheapandthatyougetmorevalueformoneybecausetheyputalotoflow
qualitymeatinthepackage.Hestatesthatitdoesnotsignalqualitywhatsoever,butthatif
theyjustwanttobecheap,astheyshouldbe,thentheconceptisexecutedverywell.Christian
statesthatthereisanobviousdifferencebetweendiscountcoldcutsandcoldcutsfromwell-
establishedbutcherswhofocusonqualityandwhodoesnothaveadiscountlay-out.To
Christianlay-outmeansverymuchwhenchoosingafoodbrandoveranotherbecauseit
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exactlyshowsthequality,butitalsoshowsthattheproductsaredifferent,thattheproducers
havegoneanextramileandmadetheproductsspecial.
“No,istheshortanswer,ofcourseifaproductnormallyishowitissupposedtobebutIfoundanextracorkinthewinethenIcouldbuytheproductagain,butifitisaproductthatisjustnotme,thenIwouldnotbuyitagain,evenifitsaysnewandimproved,Iwouldthink“no,youcannotimprovesomethingthatmuch”,thenIwouldnotbuyandmaybebuysomethingelse.(Lars,192-196)
“Iamthetypethataddressestheproducerforexample,“Urtekram,yourcoconutchipsareburnt”thenyouoftengetapackagebackwithalltheseapologyproductsandyoudonothavetodothatwhenIwrite“hey,yourproductsdonotliveuptomyexpectations”labelonitandthentheproductmightgetthechanceagain,butifithappenstwicethenIwillnotchooseitagain”(Lea,203-206)
“Iprobablycould,ifitsaysnewformulaornewandimprovedtaste,thenIcouldreconsider.Ihavelearntthatqualityandpriceoftengotogether,butifitsaysthatnowtheyhaveimprovedtheflavourorsomethingelse,butIhaveneverreachedouttotheproducerifIwasdisappointed”(Christina,249-252)
WhenIaskedLarsifhewouldgiveaproductthathaddisappointedhiminanywayasecond
chance,hisimmediateanswerwasno.However,heexplainedthatifitwasaproductthatwas
usuallyokaybutinsomewayhadanunintentionaldefect,likeawinewithcorkinit,thenhe
wouldbuytheproductagain,thenegativeexperiencewouldnotkeephimfromchoosingthe
product.Nevertheless,iftheproductheboughtturnedouttonotsuithimforexample,ifa
producttastedbadoritdidnotliveuptohisexpectationshewouldnotbuyitagain.Evenif
thecompanyhadproclaimedthatitwasanewandimprovedformulaorthatitwasanewand
improvedtaste,Larsdoesnotbelievethatthecompanycouldimprovetheirproductenough
tocatchhisattentionagainandmakehimchooseit.ItisveryhardforLarstochangehismind
ifhehasnegativeassociationswithaproduct,makingithardforthecompanytochangetheir
perceivedqualitywithhim.
LeadiffersfromLars,whenaskedifshewouldgiveaproductthathaddisappointedheronce
asecondchance,Leastatedthatifacompanyhasfailedtoliveuptoherexpectations,sheis
thetypetocontacttheproducersanddemonstrateherdiscontentedness.Shehasexperienced
thatshehaswrittentoaproducerthattheproducthasnotliveduptoherexpectationsandin
returnshegotmanyproductstoshowthecompany’sregret,Lea,however,doesnotbelieve
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orexpectthatacompanydoessowhensheexpressesthatsheisunhappywiththeirproduct,
however,itdoeshelptochangehernegativeassociationwiththecompanyandhelpthem
createperceivedquality.Nevertheless,ifLeahasanothernegativeexperiencewiththe
productshewillthennotgivetheproductasecondchance,shewillchooseanotherproduct
instead,inthatcasethecompanycannotchangehernegativeviewtoapositiveone.
WhenIaskedChristinaifshecouldchangehermindaboutaproductthathaddisappointed
herinanywayorgivenhernegativeassociations,sheansweredthatiftheproducer
proclaimedthattheirproductshadanewformulaoranewandimprovedtasteshewould
thenreconsider,whichdiffersfromLarswhowouldnotgivetheproductasecondchance.
However,Christinahaslearnedthatqualityandpriceoftengotogethersoshebelievesthata
moreexpensiveproductiseasiertogiveanotherchancethanacheaperonebecausetheodds
thatithasimprovedaresubstantiallyhigher.Christinais,however,notthetypethatwould
contacttheproducerlikeLeais,Christinahasneverreachedouttoaproducerifshewas
disappointed.AcompanyhasachancetochangeChristina’sperspectivefromanegativeone
toapositiveperspectiveonaproduct.
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3:BrandLoyaltyBrandloyaltyisimportantsinceacompany’svalueofteniscreatedbycustomerloyaltyandit
canhelpcreateandenhancebrandequityasitencouragesandjustifiesloyalty-building
programs.Loyalcustomerscanproducepredictablesalesandtherebyprofits.Brandswhodo
nothaveloyalcustomerscansufferhighly.Itisalsofarlessexpensivetopreserveold
customersthantoattractnewones.Loyalcustomerscanbeobtainedthroughdifferent
programs;frequentbuyerprogram,customerclubs,anddatabasemarketing.Inthissectionof
theanalysisIwillfocusonArlaUnikaandwhethertheyshoulduseprogramstomaintain
theircustomerbase.
AnalysisofPrimaryData
“Youcansaythatthatisawell-triedmarketingstrategywhenpeoplearegettingacardandtogetthatcardyouneedtogiveupyouremailaddressandthenyougetanewsletterandmyimpressionisthatthatworksreallywell,soyoucouldconsiderthat,butthenyoulooseabitofthecharm,becausethenitisnotasmallcrowdanymore…itcouldprobablyworkonme,IgetinspiredwhenIreadanewsletteraboutanewcheese,itcouldinspiremetogodowntheremoreoften,likeareminder”(Thomas,154-162)
“…Ithinkthatthatcouldbereallyniceforthesegmentthattheyarein.Smalleventsintheirstore,tastingeventsorthelaunchofnewproducts,theycouldhavethesecustomerevenings,thatwouldcatchmyattentioniftheyhadacustomerclub…youcouldmakesomesortofvoucherorsomething,thatmighthelpmetodomoreandseekitoutmyself”(Christina,198-204)
WhenIaskedThomaswhetheracustomercluborspecialofferswouldhelptokeephim
buyingArlaUnikaproducts,Thomasansweredthatitisawell-knownmarketingstrategythat
peoplegetcustomerclubcardsinexchangefortheiremailaddressesandthenyougeta
newsletter.Hehadanimpressionthatitworkedquitewellsotheyshouldconsiderit.
However,healsostatesthatifArlaUnikadoesthat,theywouldlosetheircharmasthey
wouldexpandtheircustomerbaseandthereforetheywouldnotcatertoasmallercrowd.
Thomasbelievesthatthatisunfortunatebecauseheenjoyscomingdowntotheirlittlestore
andgetsamplesandjustwalkaround.Nevertheless,healsostatesthatacustomerclubwould
workwithhim,helikesgettingnewslettersashegetsinspiredbythem,heenjoysreading
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aboutanewcheeseoranothernewproduct,itwouldalsoinspirehimtogotothestoremore
often,thenewsletterswouldworkasalittlereminderforhim.
Christina,justlikeThomas,thinksthatcustomerclubsareagreatideaforArlaUnika,she
believesthatitisgreatforthesegmenttheyarein,thesmallnichesegment.Christinastates
thatsmalleventsintheirstoreformembersofthecustomerclubcouldbeagreatidea,these
eventscouldbetastingeventsorthelaunchofnewproducts.Shebelievesthattheycould
havethesesmallcustomereveningsandstillcatertoasmallercrowd,andnotnecessarily
ruintheirwishtobeasmallnichebrandthatonlyattractsacertaingroupofcustomers,this
howeverdiffersfromThomas’opinion.Christinaalsostatesthatiftheyhadacustomerclub
andthesesortofsmalleventsandexclusivecustomereveningsintheirstoreitwouldcrab
herattention,shealsothinksthattheycouldmakesomesortofavoucherforexample,buy10
cheeseandgetthelastonefreeorforhalftheprice,afrequentbuyeroffer,thatthatmight
alsohelphertoseekouttheproductsherselfandgomoretotheirstore.Customerclubsare
thereforesomethingthatwouldmakeChristinaaloyalcustomer.
“Specialofferswoulddefinitelyhelp,butIamnotafanofcustomerclubs.Itisoftensomethinglikeyousave5%andthenIwouldprobablyhaveboughtitanyway,somethinkthatcustomerclubsareagreatthingandtheymightbesometimes,butsometimestheyarejustrandomandmadejustbecause.Therehastobeameaningorelsejustdonotdoit.Whatisthepointofbecomingamember,togetnewsletters,Idonotreadthemanyway,youprobablyget20-30differentones…theyjustdrowninthecrowd”(Lars,155-163)
“Itwoulddefinitelybeahugeadvantageforthem.ThenyouwouldwanttobuysomethingthatwasnotonsaleandIalwaysthinkthatcustomerclubs,itisanadvantageforthestorebecausethenyoualsoknowthatyougetthediscountoradvantageyouget,andthenIthinkthatasamainruleyouwouldalwaysgothereifyouneedsomethingortoseehowmuchyoucangetofwhatyouneed”(Pernille,144-148)
WhenIaskedLarsifhethoughtthatcustomerclubsorspecialofferswouldhelptomakehim
aloyalcustomerhestatedthatspecialofferswoulddefinitelyhelp,butthatheisnotafanof
customerclubs.Hestatesthatcustomerclubsmostofthetimehaveinsignificantoffers,like
5%offsomethingandwhenitissuchasmalldiscounthewouldprobablyhaveboughtit
anyway.Larsexplainsthatsomepeoplethinkthatcustomerclubsareagreatthingand
sometimestheyreallyare,butmostofthetimehebelievesthatthestoredoesnotgowhole-
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heartilyintotheprojectjusttohaveacustomerclubwithoutanypurpose,therebythe
customerclubbecomesrandomandredundant.Larsbelievesthattheremustbeameaning
withthecustomerclubsorelsethestoreshouldjustnotdoit.Hestatesthatthereisnopoint
inbecomingamemberofacustomerclubonlytogetnewsletterhe,unlikeThomas,doesnot
readthenewslettersanywaywhenhegets20-30differentnewslettersfromdifferent
customerclubstheyjustdrowninthecrowd.AcustomerclubdoesnotnecessarilymakeLars
aloyalcustomer,hewillhoweverrespondtoacustomerclubifitmadesenseandtheoffers
yougetinthecustomerclubweresignificant,furthermore,Larsisnotafanofthedatabase
marketingprogram.
PernillethinksthatcustomerclubswouldbeahugeadvantageforArlaUnika,whenIasked
herifacustomercluborafrequentbuyerprogramwouldhelpforhertobecomealoyal
customersheansweredthatthatwouldmakeheroranyothercustomerbuysomethingthat
wasnotonsaleandtogetsomeadvantageoutofit.Pernillebelievesthatcustomerclubsare
anadvantageforastorebecausethenthecustomeralsoknowswhatkindofdiscountor
advantagetheyget,whichwouldmakethecustomergotothatparticularfirstasamainrule
whentheyneedtobuysomethingandtheniftheydonotfindwhattheyarelookingforthere
theywouldgotoanotherstore,butthestorewiththecustomercluborfrequentbuyer
programisthefirstchoice.Pernilleisafanofcustomerandfrequentbuyerprograms,they
woulddefinitelymakeheraloyalcustomer.
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DiscussionInthissectionIwilldiscussmyexploreddataanddiscussitaccordinglytomytheoreticians.
Mytheoreticalapproachisdiscussedinthesection,TheoryrecapitulationandDiscussion.My
discussionismadeupofthreeparts:Howdoesmyfindingsfitaccordingtothe8newfood
tendencies?Foodies’identityandbehaviourdiscussedthroughtheoryfromBauman,Giddens,
Slater,andGabrielandLang’stheoryonself-creation?AndhowcanArlaUnikabrand
themselvesthroughthebrandequitymodeltothesefoodies?
1:Canthe8newfoodtendenciesbeconfirmed?TheDanishAgricultureandFoodCouncilstatethatthereare8newfoodtendenciesthat
wouldberelevantin2016,thesenewfoodtendenciesareaslisted1:morepeopleare
becomingfoodies,2:cleaneating–cleanandrealfood,3:convenience–easiertobehealthy,
4:bethechange–responsibleconsumption,5:lessismore,6:location,location,location,7:
protein–stillgoingstrong,and8:freefrom.DuringmyinterviewsIfoundthatsomeofthem
werehighlyrelevantandothersnotsomuch.
Allmyrespondentshadahighinterestinfoodwhetheritwascookingfoodoreatingfood.
Theyallstatedthattheycookedfoodalmosteveryday,thattheirkitchenswerewell-
equipped,thattheyhadahigherinterestincookingthantheaverageperson,andthatthey
valuedqualityhighwhencooking.Thisisconsistentwiththetendencyabouthowmoreand
morepeoplearebecomingfoodies,TheDanishAgricultureandFoodCouncilstatethatmore
andmorepeoplearegettingabiggerinterestinfoodwhetheritiscooking,buying,oreating
food,consumersdemandhigherquality,theywanttochallengethemselves,andevolvetheir
cookingskills.Itistherebyclearthatthethisisatendencythatisprovingright,morepeople
areindeedbecomingfoodies.
Anothertendencyisthatconsumerswantconvenience,peopletodayarelivingbusylivesand
theywanttobeabletobehealthy,eatgood,butatthesametimetheywanttosavetime.They
demandwell-assortedstoreswheretheycanbuyeverythingtheyneedandtheywanttobe
inspiredinthesestores,sothattheydonotneedtospendmuchtimedebatingwhattocook.
Myrespondentsallstatedthattheydidtheirgroceriesinstoresthatwereclosetothem,soin
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thatwaytheypreferconvenience,theyalsolikedtodogroceriesinwell-assorted
supermarketastheymettheirdemands.However,manyofmyrespondentsdidnotseemto
mindgoingtomoregrocerystoresthanone,eventhoughtheylikedthewell-assortedstores,
theywantedtofindmostoftheirthingsindiscountstoresandthengotowell-assorted
supermarkets.Thisshowsthatpriceisalsoadecidingfactorforthemwhentheydotheir
groceries.Myrespondentsdidnotexpressmuchthathealthandinspirationwasimportant
whentheydidtheirgroceries,resultinginthatthistendencyisrelevantinsomeaspectslike
conveniencetoacertaindegree,butnotsomuchinregardtohealthandinspiration.
Lastly,agreatdealofmyrespondentsboughtorwantedtobuyorganic,theyalsowantedto
buyanimalfriendlyproductsandproductsthatwereenvironmentallygood.Thisisconsistent
withthefoodtendencythatmoreandmorearethinkingaboutresponsibleconsumption.
Peopletodayaregettingmoreawareofthenature,animals,butalsowhattheyexposetheir
ownbodyto.However,agreatdealofmyrespondentsalsoexpressedthattheyreallywanted
tobuyorganicandanimalfriendlyproducts,buttheythoughtitwastooexpensive.Thus,
frommyinterviewsIfoundthatagreatdealofpeopleareinterestedinresponsible
consumption,makingthistendencyrelevant,butonlytoacertaindegreeasalargegroupof
peoplealsochoosetodowithoutbecauseoftheireconomy.
Theothertendenciesdidnotseemtoberelevantformyrespondents,whenIaskedwhatthey
valuedmostwhenchoosingtheirproductsnoneofmyrespondentsexpressedthedesirefor
transparency,theydidnotstatethattheydemandedcleanandnaturalproducts,meaningthat
thetendency“cleaneating”hasnotbeenconfirmedthroughmyinterviews.Thetendency
“freefrom”hasslightlybeenconfirmedinthesensethatsomeofmyrespondentsmentioned
thattheyboughtorganicandnaturalproductsbecausetheywerecautiousastowhatthey
exposedthemselvestoo,however,thiswasaminorconcernthatonlytworespondents
mentioned.WhenIaskedhowbigofadealhealthmeanttothem,mostofthemsaiditwasnot
thebiggestissue,theywerenotconcernedastowhethertheyatetherightkindoffood,this
canbetransferredtothatthetendency“protein–stillgoingstrong”canbedisconfirmed,
however,thisisnotcompletelyclearfrommyinterviews.WhenIaskedmyrespondentswhat
theyvaluedmostwhengroceryshoppingonlysomeofthemmentionedlocalproducesasa
factorwhichcanconfirmthetendency“location,location,location”however,thiswasnota
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majorconcernforthemandatitwasonlyrelevanttoafewofmyrespondents,thistendency
canonlybeconfirmedtoaslightdegree.Thelastcategory“lessismore”wasnotmentioned
atall,foodwastewasnotasubjectanyofthemmentioned,whichdisconfirmsthistendency.
However,thesefindingsmightbebiasedtothequestionsIasked,theymightbemorerelevant
ifthequestionsaskedwheremoredirect.
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2:Howcanfoodies’behaviourbeanalysedthroughBauman,Giddens,Slater,and
GabrielandLang’stheoriesonself-creationAccordingtoBauman,Giddens,Slater,andGabrielandLangweneedtocreateourown
identity,thisidentityiscreatedbasedonwhowewanttobeandwhoweperceiveourselves
tobe.Itisimportantthatwecreateanidentitybecausewenowliveinanindividualised
worldwhereouridentityisnolongerembeddedinsociety.Buthowcanthisbedone?Isit
evenpossibletodosooutofforexample,cookinglikemyrespondentsaretryingtodo?My
respondentsexpressedindifferentwayshowcookingwasapartofthemselvesandthatit
wasembeddedintheirpersonalities,butsomeofmyrespondentssawcookingasasmaller
partofthemselves.
Severalofmyrespondentswantedtobeknownfortheircookingskillsandinterest,in
addition,theywantedtohaveanexpertrole,tobesomeonetheiracquaintancescalledfor
cookingadvice,theywantedtocreatethatimageofthemselves.Thoseofmyrespondentswho
werehesitanttostatethatcookingwasadirectpartoftheiridentitystilladmittedthatithad
someeffectontheirpersonality.ThisisconsistentwithGiddens’theoryonanongoingself-
narrative.Self-identityisaccordingtoGiddensareflexiveproject.Thefactthattheywishto
beseenassomeonewholovestocookisnotonlyconsistentwithGiddens’theoryona
reflexiveselfbutitisalsoconsistentwithGabrielandLang’stheorythatnotonlyisthelife
storywecreateapartofourselves,itisalsoastoryofwhowewanttobe.
IfweseecookingasaformofconsumptionitcanthenbecomparedtoSlaterandBauman’s
theoryonthatidentityisapartofone’sconsumption.BaumanandSlaterstatethatidentityis
afunctionofconsumptionandthattheimagewecreatearoundourselvesthroughproducts,
thus,becomesafundamentalwayofknowingandidentifyingourselves,andthatitisthe
individualstasktocreateoneselfintoday’smodernworld,consumption,thus,becomesavital
partofwhoweareandwhowestrivetobecome.Butwilltheconsumptioneverend,will
productscontinuouslybeusedtocreateourowndesirableidentity?GabrielandLang
furthermoreexplainthatwecreateourownself-imageandseekouridentitythrough
consumption.Ifwelookatthephysicalproducts,manyofmyrespondentsusedtheirkitchen
equipmentasanindicatortohowbigofafoodietheyactuallywere.Theyusedtheirlackof
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equipmenttoshowthattheywerenotfanaticsandsomeusedthemtodescribethattheyhad
abiggerinterestthanothers.
Myrespondentsexplainedthattheyestablishtheirsocialidentitieswithinagroupofpeople
bystatingthattheyhaveaninterestincookingbecausetheiracquaintancesalsohavethat
interest,sotheywanttobeabletoparticipateinconversationsurroundingfoodandcooking.
Furthermore,theywanttoestablishtheirsocialroles,cookinghasbecomeanidentity
indicatorbecausethey,asmentioned,wanttobeseenaspersonswhoaregoodatcooking
withintheirsocialcircle.
Ifwethenlookattheintangibleaspectofcookingasconsumption,wecanlookatSlater’s
theoryonsocialidentity,hestateshowoursocialidentityalsoisnotagivenbutsomething
thatiseverchangingthroughconsumption,consumption,thus,becomeanindicatorofour
socialstance,GabrielandLangadditionallystatethatidentityissomethingthatiscreated
throughothers.
Willtheyhowevereverbesatisfiedwithhowtheirrolesareorwilltheycontinuouslystriveto
becomethatpersonineverysituation,thisiswhatBaumanstatesasendlessconsumption,it
isaspiralthatisneverendingandweseekafulfilmentthroughconsumptionthatisnever
achieved.
Thus,myrespondentsallareinsomeformoranothercreatingtheiridentitythroughcooking.
Theyallwanttocreateanidentityofsomeonewholovestocookandsomeonewhoisgoodat
cooking.Furthermore,theyuseconsumptionasapartoftheiridentity-creationifwesee
cookingaswhattheyconsume,especiallyifwelookatcookingasanintangiblesourceof
consumption.
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3:HowcanacompanylikeArlaUnikacreatebrandequitytowardsfoodiesin
thelightofDavidAaker’stheoryonbrandequity?DavidAakerstatesthatbrandvalueorbrandequityisasetofassets,whichare:brand
awareness,perceivedquality,brandloyalty,andbrandassociation.
Myrespondentsallhaddifferentviewsonifbrandmatteredwhenchoosingaproduct,some
ofthemstatedthatithadeitherbecausetheyrecognisedthebrandassomethingpositiveor
becauseithadanegativeassociationtothem.Thisrecognitionorrecallofabrandwouldthen
makemyrespondentstoeitherbuythebrandorsteerclearfromitcreatingeitherapositive
valueforthebrandornegativevalue.ThisisconsistentwithwhatDavidAakerdescribesas
brandawareness,brandawarenessreferstowhethertheconsumerremembersorrecognises
abrand,thisthenhasaninfluenceonwhethertheywouldbuytheproduct.Acompanylike
ArlaUnikamustthenmakesurethatconsumershaveapositiveviewonthebrandand
remembersthebrandasagoodbrandthattheywouldchooseagain,asitisclearfrommy
interviewsthatrecognitionandrecallcanhaveacrucialeffectonwhethermyrespondents
wouldbuyaproductornotfromabrand.
Whentalkingaboutqualityandproducts,myrespondentsallmentionedthatthepackingwas
important.Theysaidthatpackingwasanindicatorofwhetheraproductwashighqualityor
not.Furthermore,mostofthemstatedthatiftheproducthaddisappointedthemregarding
qualitytheymightchooseitagainiftheproducerstatedthattheproductwasimproved,but
tomostofthemthiswasunlikely.DavidAakerexplainsthisasperceivedquality.Ifacompany
needstosucceedincreatingbrandequitythentheyneedtomakesurethattheproducts
exudequality,theyneedtofindwhatindicatesqualityfortheconsumersandtheyneedto
protecttheirproductsfromnegativereputation,andwhatisclearfrommyfindingsisthat
packingisthemostimportantindicatorofquality,andthatitishardtoturnanegative
impressiontoapositiveone.
DavidAakeralsomentionsbrandloyaltyasanassetincreatingbrandequity,hestatesthatis
importanttocreateloyaltyamongconsumersasitwillincreasevaluetothebrandandthe
waytodosois,amongstotherthings,throughdifferentcustomerprograms.Myrespondents
allexpressedthatitwouldbeapositivethingforArlaUnikatohavecustomerloyalty
programs,itwouldmakethembuytheirproductstoahigherdegreeanditwouldgivethem
positiveassociationstotheirproducts,however,myrespondentsalsomentionedthatitwas
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importantthatanichebrandlikeArlaUnikahadawellthoughtoutplansotheirbranddid
notbecometooexpandedandlosetheirnichefeeling.Thus,havingcustomerloyalty
programmesareapositivethingforabrandtohaveanditwillgeneratecustomerloyalty.
However,oneprogrammethatisnotwell-receivedwithmyrespondentsweredatabase
marketing,theydidnotwanttoreceivealotofvapidemails,butiftheemailswererelevant
andtheyonlyreceivedthemoccasionally,theywouldnotmind.Therefore,abrandmust
considertheirdatabasemarketingsothattheydonotshowertheircustomerswithvapid
emails,butthattheyratherinvesttimeincreatingrelevantandwellthoughtoutemails.
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LimitationswiththeprojectInthissectionIwouldliketofocusonthelimitationthatIhavemetduringthisproject.Iwill
discussthepossibilitiesthereistodofurtherresearchwithinthisprojectandfield.
Ihaveinterviewed10personswhoallknowArlaUnikatosomeextentandwhoallarevery
interestedincooking.Inmyanalysis,itbecameclearthatbecauseofsimilarquotationmany
ofmyrespondents’answersweresimilarandthatmanyofmyrespondentshadthesame
pointofviewinregardtothethemeIwasconcernedwith.ToavoidthisIcouldhaveasked
morebroadquestionsandtriedtochangemyquestionsevenmore.Icouldalsohavechosen
todomoreinterviewstogetmoredifferentpointofviews,butbecauseofthetimeframeand
becauseoftheextentofthisprojectthatwasnotpossible,nonetheless,thiswouldhavebeen
preferred.Furthermore,becauseofthesnowballeffectmyrespondentshavesimilarageand
background,whichalsomadetheanswersverysimilar,thiscouldhavebeenavoidedifIhad
additionallydoneaquantitativestudyinforexample,asupermarketwithaschemetoask
whetherornotapersonwasinterestedincookingandfoodandthenrandomlyhaveselected
agroupof10ormorepersonswhowereinterestedtodoaninterview,thentherespondents
wouldnothavebeenchosenthroughthesnowballeffect,thus,creatingavariationin
respondents.Thereasonfornotdoingsowasagainbecauseofthetimeframeandextentof
theproject,butalsobecauseitwouldbeveryhardtodoa25-minuteinterviewonthespot
anditwouldbefurtherchallengingtogetrandompeopletoscheduleaninterviewatanother
time.
AnotherlimitationinmyprojectwastogetenoughinformationfromArlaaboutArlaUnika,
preferablyIwouldhavegotteninformationontheirdemographicandtheirmarketing
strategytoknowwhotheircustomersegmentisandtofindwhattypeofbrandingtheyare
interestedindoing.Thisinformationwasnotpossibleformetoretrievefromtheirwebsite
andunfortunatelyArlaUnikawouldnotcooperate.
Lastly,itwouldhavebeenidealformetohavefoundmoreconcretenumbersregardingthe8
foodtendencies,toseehowmanypeoplearebecomingfoodiesandtofindfurther
informationabouttheothercategories,this,however,wasnotpossibleasIcouldnotfindany
furtherinformationandIcouldnotfindtheauthorofthearticle.
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ConclusionThisprojecthasshedlightonthemindsetsoffoodies.Ithasexplainedthatafoodieisa
personwhohasastronginterestinfoodandcooking,furthermore,ithasshedlightonhowa
nichefoodcompanylikeArlaUnikacanbrandthemselvestowardsfoodies.
Bauman,Giddens,GabrielandLang,andSlaterallstatethatwearelivinginamodernworld
wherewearedisembeddedfromthechainsofsocietyandthereforeouridentityisnolonger
agivenbutsomethingthatiscreatedbyourselfandthatouridentityiscreatedthroughour
interactionwithotherpeopleaswetellanongoingnarrative,alifestory,ofwhowewantto
be.Inaddition,Slater,andGabrielandLangsalsostatesthatouridentityiscreatedthrough
consumption,Baumanaddstothisandstatesthatthemodernsociety,inwhichwelive,isa
consumersociety.Byusingthesetheories,IhavetriedtoanswermyresearchquestionHow
dofoodiescreatetheiridentitythroughtheirinterestinfood?Myanalysisshowsthatmy
respondentsareclearfoodies,theyallexpressedahighinterestinfoodandcookingandthey
useitasanidentitymarker.Foodiescreatetheiridentitythroughtheirinterestinfoodby
aimingtobeapersonthatpeoplearoundthemseeasagoodcookandanexpertwhenit
comestofood,becausethey,themselves,identifyassomeonewhoispassionateabout
cookingandwhoisgoodatit,theycreateanarrativearoundthemselvesandthatishowthey
createtheiridentitythroughtheirinterestinfood.
ToanswermysecondresearchquestionHowcanArlaUnikabrandthemselvestothese
consumers?IusedDavidAaker’stheoryonhowtocreatebrandequitybecause,attheend
whatacompanywantstodoistocreatebrandvaluebyusingthecorrectbrandingmethods.
DavidAakerstatesthattherearefourassetstocreatebrandequity,brandawareness,
perceivedquality,brandloyaltyandbrandassociation,andifArlaUnikaweretousethese,
theywouldcreateastrongerbrand.Myrespondents,whocanbedescribedasfoodies,all
agreethatArlaUnikahassomeniceandattractiveproducts,theylookgoodandmost
importantallmyrespondentshadgoodassociationswiththebrandandwouldbuyitagain.
However,oneofthethingsthatArlaUnikamustworkonistheirvisibility,theyneedtomake
theirproductsmoreavailableandvisibleformyrespondentstobuythem,however,they
shouldbecarefulastohowtheymakethemselvesmorevisiblebecauseallmyrespondents
agreethatArlaUnikastillneededtobeanicheproductthatonlycatertoasmallgroup,so
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ArlaUnikashouldconsiderexpandingtheirproductstomoredelicacystoresandspecialwell-
assortedsupermarkets.Furthermore,myrespondentsallbelievedthatArlaUnikawasagood
qualitybrand,soArlaUnikashouldcontinuewiththeirhigh-qualityproduction.Lastly,ifArla
Unikawastohavemoreloyalcustomerstheyshould,besidesbeingmorevisibleand
available,havecustomerclubs.Allmyrespondentsstatedthatiftheymadeawellthoughtout
customerclub,itwouldhelpthemtobecomeloyalcustomers.ArlaUnikashouldconsider
creatinganexclusivecustomerclubwheretheyhavespecialtastingeventsfortheirclub
membersandwheretheysendoutinspiringe-mails,however,theyneedtobecarefulnotto
bombardtheirmemberswithtoomanye-mailsasthiswillhaveanegativeeffect.
Lookingatthe8newfoodtendencies,thisprojectcanconfirmthetendencies;morepeople
arebecomingfoodies,convenience–easiertobehealthy,andbethechange–responsible
consumption,furthermore,thetendency;location,location,locationcanbeconfirmedtoa
lesserdegree.However,someoftheotherfoodtendenciescan,verysmalldegree,alsobe
seenasrelevant.
NatasaMilosevic CCG,10.SemesterThesis Spring2017
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