Det vita snuset - den nya tjejtrenden : Hur influerar marknadsföring unga, kvinnliga konsumenters beteende och attityd till det vita tobaksfria nikotin-snuset?

Sammanfattning

Abstract Date: 2024-05-21 Level: Bachelor thesis in Business Administration with a specialization in Marketing, 15 credits. Institution: The School of Business, Society and Engineering, Mälardalen University. Authors: Alice Jonsson, 000105. Hampus Blomqvist, 981111. Wilma Bångfeldt, 011002. Title: The white snuff, the new trend amongst girls. Supervisor: Hadjikhani, Annoch. Key Words: Snuff, white snuff, nicotine, tobacco-free nicotine products, marketing snuff, cigarettes, consumer snuff. Problem Identification: White snuff has become very popular, particularly among young women. The product is tobacco free but contains nicotine, which is a highly addictive substance and it comes with negative potential side effects. Despite this, consumers may not be aware of the risks. Instead, they may be enchanted by the image portrayed by snuff companies' marketing activities and the snuff-friendly-culture in the Swedish Society. Research Question: How does marketing influence young women’s behavior and attitude towards white nicotine-snuff? Purpose: The purpose of the study is to, through an exploratory approach, contribute to a deeper understanding of young women's attitude to white snuff, as well as which factors influence the purchasing behavior of consumers. Method: The method that has been applied is a qualitative method since this approach was considered most appropriate as this is an exploratory study that aims to investigate subjective perceptions. Primary data has been collected through nine semi-structured interviews, and a discussion group was conducted with six participants. All of the study's participants are women living in Sweden, aged between 20-25 and are regular users of white nicotine snuff. Secondary data has been collected to build there, among other things, such as digital newspaper articles from Pressreader. Conclusion: The study's results recognize four themes which are accessibility, taste and design, marketing, and social status. Within these themes, the study concluded that snuff companies must direct their marketing responsibility as it can appear in the wrong places and reach the wrong target group. The study also showed that the white snuff has gained a reputation that claims the product is harmless, which can be linked to the design and flavors produced. The study showed that word of mouth is among white snuff' most important marketing, through all the unique and inventive flavors. Finally, the study shows that white snuff can affect people's group affiliation where they can be considered more popular within the various circles they are in.