Et mangfoldigt madmarked for et snævert segment: En undersøgelse af Torvehallerne KBHs målgruppeforståelse

Theresa Henriette Peuker, Julie Lingren Pedersen, Sara Andrea Hilstrøm, Sabrina Thomsen & Michelle Andersen Snitgaard

Studenteropgave: Fagmodulprojekt

Abstrakt

This study investigates Torvehallerne’s target demographic, and evaluates how it coincides with the actual potential of their target groups.

Torvehallerne is a modern food market in the heart of Copenhagen, Denmark housing more than 60 stalls, offering fresh and high quality produce, takeaway options and small cafés. Torvehallerne's desire is to be a weekly shopping destination for Copenhagen's locals primarily, as their main focus is selling fresh produce rather than takeaway foods. Their main target groups are people aged 18-30 and 41-50. They have made a conscious choice not to market to 31-40 year olds, as they perceive them to be as mostly families with younger children, and without the time or financial means to shop weekly at Torvehallerne. The analysis is dedicated to investigate the validation of this statement. Our approach to the analysis is based on reception theory by Kim Schrøder and his reception theoretical multidimensional model. The analysis consists of four separate interviews with four women between the ages of 31 and 36, all living in Copenhagen. The interviews revolve around the informants shopping habits and how they understand, experience and use Torvehallerne. Our interpretation of the analysis is constituted by a phenomenological and social constructivist approach. To support the overall hypothesis and the informants’ statements, the paper includes an online survey and short interviews with employees at Torvehallerne, in order to gain insight into who actually uses the market.

Lastly, Torvehallerne’s overall target group evaluation will be discussed according to the findings from the analysis and the secondary empirical material. Suggestions will be made on how Torvehallerne can optimise their communication towards their existing target groups, as well as any potential target groups they haven’t considered as worthwhile in the past. The main conclusion suggests that Torvehallerne should reorganise their current target groups into smaller segments, in order to gain a more accurate understanding of their customers and their needs regarding food shopping. A better knowledge will make it easier for Torvehallerne to communicate more efficiently towards their customers and exploit their full sales potential.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor
SprogDansk
Udgivelsesdato15 dec. 2016
Antal sider28
VejledereSusanne Kjærbeck

Emneord

  • Målgruppeforståelse
  • Målgruppeundersøgelse
  • Potentiale
  • Torvehallerne
  • Receptionsanalyse
  • Socialkonstruktivisme
  • Fænomenologi