The Influence of Marketing Strategy on Consumer Behavior : A study on ICA, Willys and Coop supermarkets in Gävle, Sweden

Abstract: Aim: This study presents the relationship between marketing strategy and consumer behavior. We discuss how marketing strategy can influence consumers’ buying decision. Hence, our aim is to understand how consumers choose supermarkets for buying and how the supermarkets’ marketing strategies affect their buying decision.Method: This study was carried out by using a qualitative and quantitative research method. We gathered relevant information by conducting a survey on 120 consumers and 3 in-depth interviews with three managers from ICA, Willys and Coop supermarkets.Findings and Conclusions: Through the analysis of the survey and interview, we discover that price strategy is not the most important effect that can influence consumers’ buying decision. Our findings show that consumers will rather pay more attention on product quality and services of supermarkets. Also new marketing promotional methods such as using smart phone application (APP) has become a popular strategy used by supermarkets to attract and retain more customers.Practical Implications: Given the fact that our sample size of respondents is small, the study results cannot be generalized. In other words, the results may not be applicable to all consumer behaviors and supermarket marketing strategies. In addition, this study was restricted to geographical limitations.Originality/Value: The study results show how marketing strategy influences consumer behavior in supermarket industry and the factors that motivate consumers’ buying decision in a global context. More also, the paper fills the gaps in the related literatures. This thesis is a detailed research on marketing strategy for impacting consumer behavior in supermarkets industry.