Nudging: Med fokus på Rema 1000's kampagne 'Meget Mindre Madspild'

Ditte Arnberg Trojaborg, Nadia Berjawi, Nadia Weibel Roed & Amaylah Zaka Ullah

Studenteropgave: Basisprojekt

Abstrakt

This paper investigates the problem of waste of food and how the Danish supermarket Rema 1000 uses the business strategy nudging to reduce the waste. Firstly, the paper introduces the problem with the waste of food and nudging in a theoretical paragraph. Secondly, the knowledge of waste of food and nudging will be used to analyze how Rema 1000 is trying to reduce the waste, and the effect this strategy has on different kinds of market segments. Based on the analysis, it becomes apparent that Rema 1000 uses different methods to nudge their customers. This nudging and their marketing appeal to every market segment in different ways. Finally, this paper will discuss the benefits Rema 1000 has from this strategy.

UddannelserBasis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis
SprogDansk
Udgivelsesdato20 dec. 2016
Antal sider32
VejledereKatrine Sommer Boysen

Emneord

  • Nudging
  • Nudge
  • Rema 1000
  • Virksomhedsstrategi
  • segmentanalyse
  • forbrugergrupper