Är kunden lojal eller spontan? :  En studie om lösviktskonfektyr i Sverige

An impulse or unplanned purchase is a decision taken on the spot without further consideration or reflection. It is the spur of the moment that influences the purchase rather than a deliberated decision. Being loyal to a particular brand means a mutual relationship between customer and company created over time which may result in the customer experiencing a higher value and thus prefer a particular brand before another. Bulk confectionary can be characterized as an impulse product because it is purchased at times without any time of consideration or planning. The question that arises is whether all bulk confectionary purchases are unplanned? Through this study it shall be examined whether any brand loyalty actually exists regarding bulk confectionary; does the customer plan its confectionary purchases in beforehand or do most of them occur through impulses? Furthermore, the study will highlight who the customer is of bulk confectionary in Sweden. The survey was conducted through a combination of a quantitative and qualitative method. The qualitative method’s purpose was to complete the quantitative survey in order to achieve a greater depth and more flexibility in the survey. The survey showed that there is no considerable brand loyalty regarding the purchase of bulk confectionary. Instead the purchasing occurs at the location closest to hand. Furthermore, customers do not plan in advance; instead the principal purchase decision is made at the store. The results show that women aged at 21-35 years consume bulk confectionary on more occasions, closely followed by men of the same age. Finally it is noted that customers do not have sufficient knowledge of the various market actors for the spirit of loyalty to be developed as well as the homogeneous range give the customers to seek their favorite varieties in numerous places