Organic private label products in the Dutch supermarket; profitable, or cannibalization of own sales? An investigation on the impact of introducing organic private label products on the purchase intention of organic national brand products
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2021-06-28
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en
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Hereby I present my master thesis: “Organic private label products in the Dutch supermarket; profitable, or cannibalization of own sales?”. From December 2020 till June 2021, I have been working with great pleasure on this project about the potential influencers of consumers’ purchase intention in the field of organic products. I experienced this as a delight since I am really interested in the potential of influencing consumer behavior through marketinginstruments. Conducting this research would not have been possible without the help of certain people. Therefore, in particular, I would like to thank Prof. Dr. Holger J. Schmidt, my supervisor from University of Koblenz, for his guidance, effort, and flexibility during our online meetings. Furthermore, I would like to thank N.G. Migchels for functioning as my second supervisor,
and Dr. M. Hermans for coming up with the interesting research topic. Lastly, I would like to thank everybody who participated in the questionnaire I conducted to make this project a success. Even though the COVID-19 circumstances sometimes generated uncertainty and caused a turbulent year, I look back at a motivating and inspiring thesis trajectory which has given me relevant, applicable, and interesting knowledge that I will take with me when I enter the work field.
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Faculteit der Managementwetenschappen