Analys av livsmedelsbutikers frukt- och gröntavdelning

Abstract: The consumer often chooses the store depending on the quality of the fruit and vegetable department. A study has proven that about half of the purchases in this department are impulsive. This gives the store a good possibility to influence the consumer’s behaviour in the fruit and vegetables department. Compared to other products, like pasta or rice, there are few brands represented in the f & v-department. The purpose of the study is to describe how the grocery store handles, markets and organises the fruit and vegetable department. The study consists of 20 interviews and observations with staff responsible for the fruit and vegetables in different supermarket stores around Halland, Lund and Malmö. The study is made of the four biggest actors on the grocery stores market. The interviewed persons got to answer eleven pre-written questions. The observations were presented in writing and through photos.