Identity of a foodie and a company’s ability to brand themselves€¦ · The aim of this project was to investigate how foodies create their identity through food consumption and

Identityofafoodieandacompany’sabilitytobrand

themselves

Writtenby: Supervisor:NatasaMilosevic BirtheMousten,2014-1624 InstituteforCultureCulture,Communication,andGlobalisation andGlobalStudies Keystrokes:189.933(79,1pages)

NatasaMilosevic CCG,10.SemesterThesis Spring2017

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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


3:BrandLoyalty.................................................................................................................................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


16

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”.


19

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.


20

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).


21

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


22

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


23

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


24

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).


25

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.


26

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.


27

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


28

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.).


29

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).


30

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


31

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.).


32

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–


33

importantthoughthisis–inreactionsofothers,butinthecapacitytokeepaparticular

narrativegoing”(Giddens1991,p.54).

Anotherexpressionofidentityislinkedtotherational,activeandreflexiveagent,namelyan

information-gathering,informed,andactiveindividual,whocanandwillaffecthislifeand

nowandthenalsoengageinsocialandpoliticallife.Contrarytowhatappliestothe

poststructuralisttheory,wearefacingamorecentredandactiveindividual.(Petersen2011,

p.200).


34

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).


35

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.).


36

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).


37

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,


38

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).


39

Becauseoftheseattributescompaniesinvesthugesumsintobranddevelopmentandcreationand

maintainingofthesebrands(ibid).


40

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


41

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).


42

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


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).


44

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


45

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


46

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


47

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.).


48

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


49

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


50

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.


51

AnalysisInmyanalysis,Iwillanalysemyprimarydataextractedfrommyinterviews.Myanalysiswill

bedividedintothreeparts,thefirstpartofmyanalysiswillbetoanalysemyprimarydata

basedonthe8foodtendencies,whichIhavedescribedearlierinmyproject,thesecondpart

ofmyanalysiswillbeexecutedaccordingtoathematicanalysiswhereIwillcolourcodemy

data,thethirdpartofmyanalysiswillbebasedonAaker’sbrandequitymodel.


52

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)


53

“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)


54

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


55

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


56

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


57

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


58

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


59

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.


60

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


66

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


69

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.


70

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.


“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.


“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


90

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


92

importantthatanichebrandlikeArlaUnikahadawellthoughtoutplansotheirbranddid

notbecometooexpandedandlosetheirnichefeeling.Thus,havingcustomerloyalty

programmesareapositivethingforabrandtohaveanditwillgeneratecustomerloyalty.

However,oneprogrammethatisnotwell-receivedwithmyrespondentsweredatabase

marketing,theydidnotwanttoreceivealotofvapidemails,butiftheemailswererelevant

andtheyonlyreceivedthemoccasionally,theywouldnotmind.Therefore,abrandmust

considertheirdatabasemarketingsothattheydonotshowertheircustomerswithvapid

emails,butthattheyratherinvesttimeincreatingrelevantandwellthoughtoutemails.


93

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


95

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.


96

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Documents

Identity of a foodie and a company’s ability to brand themselves€¦ · The aim of this project was to investigate how foodies create their identity through food consumption and