Industrial and Financial Economics Master Thesis No 2005:35. Customer Satisfaction

Industrial and Financial Economics Master Thesis No 2005:35 Customer Satisfaction A case study of customer satisfaction in the Swedish company Mejeribolaget Author: Emil Jornevald

Graduate Business School School of Economics and Commercial Law Göteborg University ISSN 1403-851X Printed by Elanders Novrum

Abstract Since the 70 s the study of customer satisfaction research has risen to become a broad field itself. Customer satisfaction is the main predictor for higher loyalty and retention, issues that are considered to have strong affection on the profitability of a company. Moreover, customer satisfaction is said to be the best tool to measure the success of a company s relationship with its customers. Based on the theory of customer satisfaction and appropriate statistical methods this paper investigates the customer satisfaction in the Swedish company Mejeribolaget and to what extent the customers are satisfied with its products, services and other features and how this can be related to managerial actions. The results from a questionnaire, sent to 1200 respondents with a response rate of approximately 16%, reveal that there are certain areas in the company that can be improved in relation to increasing the overall satisfaction level. However, due to the high unit non-response level, the results are subject to bias and generalizations to the whole population are not possible in a statistical correct manner. Furthermore, input about new issues arises during the analysis which can have affection on the future performance of the company. Key-words: customer satisfaction, product satisfaction, service satisfaction, website satisfaction Page i

LIST OF ATTACHMENTS... VI LIST OF FIGURES... VII LIST OF TABLES... VIII 1. INTRODUCTION... 1 1.1 PURPOSE... 1 1.2 BACKGROUND OF THE RESEARCH PROBLEM COMPANY DESCRIPTION 1 1.3 CURRENT SITUATION AND RESEARCH AREAS... 2 1.4 CONTRIBUTION... 3 1.5 LIMITATIONS... 3 1.6 RESEARCH PROCESS... 4 2. THEORY... 5 2.1 ORIGIN OF CONSUMER RESEARCH... 5 2.2 WHY MEASURE CS?... 5 2.3 CS, LOYALTY AND RETENTION... 7 2.4 CS AND FINANCIAL ASPECTS... 10 2.5 CS IN RELATION TO THE RESEARCH QUESTIONS... 11 2.5.1 CS - Products & Services... 11 2.5.2 CS - Websites... 14 2.6 INTERPRETATION OF CS RESULTS... 15 2.7 SEGMENTATION BASED ON CS... 16 2.8 CONCEPTUAL FRAMEWORK... 17 3. METHOD... 19 3.1 RESEARCH METHODOLOGY... 19 3.1.1 Philosophy of science... 20 3.1.2 Research design... 21 3.1.2.1 Explorative design... 21 3.1.2.2 Descriptive design... 22 3.1.2.3 Causal design... 22 Page ii

3.1.2.4 Summary... 22 3.2 PRIMARY DATA COLLECTION QUESTIONNAIRE... 22 3.2.1 Preparation of the questionnaire... 22 3.2.2 Determine what should be measured... 23 3.2.3 Determine interview method... 23 3.2.4 Determine type of scale... 24 3.2.5 Design and sequence of the questions... 25 3.2.6 Description and explanation of the questions asked... 26 3.2.6.1 Demographics... 26 3.2.6.2 Current Products (seek answers to research question 1) 27 3.2.6.3 New Products (seek answers to research question 2)... 30 3.2.6.4 Website (seek answers to research question 3)... 31 3.2.6.5 Services (seek answers to research question 4)... 32 3.2.6.6 Demographics... 33 3.2.7 Layout of the questionnaire... 33 3.2.8 Pre-testing of the survey... 33 3.3 The sampling process... 34 3.3.1 Definition of the population... 34 3.3.2 Determine sample frame... 34 3.3.3 Sampling method... 34 3.3.4 Sample size... 35 3.3.5 Sample elements and data collection... 36 3.4 RELIABILITY AND VALIDITY... 37 3.5 SOURCE OF ERRORS... 38 3.5.1 Extended non-response error discussion... 40 4. DATA ANALYSIS... 45 4.1 HOMEMADE YOGHURT... 46 4.1.1 Age & Gender... 47 4.1.2 Overall satisfaction... 48 Page iii

4.1.3 Purchase frequency and satisfaction... 48 4.1.4 Satisfaction distribution between genders... 49 4.1.5 Predictors of satisfaction - Homemade Yoghurt segment.. 49 4.2 HEALTH YOGHURT... 51 4.2.1 Age & Gender... 51 4.2.2 Overall satisfaction... 51 4.2.3 Purchase frequency and satisfaction... 52 4.2.4 Gender and Satisfaction... 53 4.2.5 Predictors of satisfaction - Health Yoghurt segment... 53 4.3 SOURDOUGH... 55 4.3.1 Age & Gender... 55 4.3.2 Overall satisfaction... 56 4.3.3 Purchase frequency and satisfaction... 57 4.3.4 Gender and satisfaction... 59 4.3.5 Predictors of satisfaction - Sourdough segment... 59 4.4 NEW PRODUCTS... 60 4.5 COMPANY WEBSITE... 62 4.5.1 Visiting frequency and satisfaction with website features.. 63 4.5.2 Overall satisfaction of the website... 64 4.5.3 Predictors of the website satisfaction... 65 4.6 SATISFACTION WITH SERVICES... 66 4.6.1 Overall satisfaction... 67 4.7 DEMOGRAPHICS... 67 4.7.1 Gender distribution... 67 4.7.2 Age distribution... 68 4.7.3 Occupation... 69 4.7.4 County... 69 4.8 SEGMENTATION... 69 4.8.1 Subscription structure... 69 Page iv

5. DISCUSSION AND CONCLUSION... 71 5.1 SATISFACTION WITH THE HOMEMADE YOGHURT... 71 5.2 SATISFACTION WITH THE HEALTH YOGHURT... 71 5.3 SATISFACTION WITH THE FLAVORS AND CHARACTERISTICS OF THE YOGHURT... 71 5.4 SATISFACTION WITH THE SOURDOUGH... 72 5.5 INTEREST FOR NEW PRODUCTS... 72 5.6 SATISFACTION WITH THE WEBSITE... 73 5.7 SATISFACTION WITH THE SERVICES... 74 5.8 GENERAL DEMOGRAPHICS & SEGMENTATION... 74 5.9 CONCLUDING REMARKS... 75 REFERENCE LIST.... BIBLIOGRAPHY.... Page v

List of attachments Attachment 1 Open textbox questions (In Swedish) Attachment 2 - Questionnaire frequencies Page vi

List of figures Fig 1 The research process Fig 2 Relationship between customer satisfaction & sales Fig 3 Hypothetical satisfaction sample Fig 4 Conceptual framework Fig 5 The research process Fig 6 Sampling method procedure Fig 7 Stratified sample procedure Fig 8 Gender distribution Homemade Yoghurt segment Fig 9 Age distribution Homemade Yoghurt segment Fig 10 Overall customer satisfaction Homemade Yoghurt segment Fig 11 Purchase frequency & satisfaction Homemade Yoghurt segment Fig 12 Age distribution Health Yoghurt segment Fig 13 Overall customer satisfaction Health Yoghurt segment Fig 14 Purchase frequency vs. satisfaction Health Yoghurt segment Fig 15 Yoghurt characteristics Fig 16 Age & gender Sourdough segment Fig 17 Overall customer satisfaction Sourdough segment Fig 18 Purchase frequency & satisfaction Sourdough segment Fig 19 Purchase frequency & baking frequency Sourdough segment Fig 20 Website visiting frequency Fig 21 Overall customer satisfaction website Fig 22 Gender distribution whole population Fig 23 Age distribution whole population Fig 24 Subscription structure Page vii

List of tables Table 1) Population structure in percentage Table 2) Satisfaction vs. Gender Homemade Yoghurt Table 3) Regression summary Homemade Yoghurt Table 4) Predictors of overall satisfaction Homemade Yoghurt Table 5) Satisfaction vs. Gender Health Yoghurt Table 6) Correlation against overall satisfaction for Health Yoghurt Table 7) Satisfaction with flavors Table 8) Satisfaction vs. Gender Sourdough Table 9) Correlation against overall satisfaction for Sourdough Table 10) Level of interest for new products Table 11) Satisfaction with website features Table 12) Interest for new website features Table 13) Regression summary Website Table 14) Predictors of website satisfaction Table 15) Correlation against overall satisfaction for the website Table 16) Satisfaction with services Page viii

1. Introduction The expression the customer is always right have been heard in several consensus. Though the expression is not longer new, the satisfaction of customers is increasingly important. The business climate of today is characterized by a dynamic environment and to be successful and competitive, organizations have to adapt their products and services to the changing needs of customers. Measuring customer satisfaction will provide valuable knowledge to the strategic planning and result in an increased company performance (Deschamps & Nayak, 1995; Sing & Ranchold, 2004). 1.1 Purpose The main objective with this thesis is to examine the customer satisfaction in the Swedish company Mejeribolaget. It is of special interest to explore how satisfied the customers of Mejeribolaget are with the current products and see if there is a demand for new products. Another objective is to study the customer satisfaction with the current services offered and the satisfaction of the company s website. The results from the survey will be analyzed based on statistical methods and current theories within the field of customer satisfaction (hereby CS). Another aspect is to look briefly upon segmentation issues and see if there are clusters that have specific characteristics which perhaps can be used for future segmentation activities. 1.2 Background of the research problem Company description Mejeribolaget is a Swedish mail order company which sells the base ingredients for homemade dairy products and sourdough bread, more specific, the bacterial culture for yoghurt and sourdough. It operates within the business to business (B2B) and business to consumer (B2C) segment, where in this thesis the latter will be in focus. Its current product line in the B2C division consists of three products; Homemade Yoghurt, Health Yoghurt and Sourdough Culture. The company operates in a niche market and has no direct competitors within the mail order business which make it quite unique; however, it indirectly competes with all grocery stores and bakeries that sell yoghurt and bread. In addition, it operates in a society where time is a limited good and homemade food is on a decrease in general (www.sbu.se). At the same time, the increasing importance of health issues; both the nutritional perspective and the increase in Page 1

welfare diseases, such as diabetics and allergies are developments that can indicate a business opportunity for the company. Moreover, as a reaction to the fast paste in society, movements such as slow food has risen and increased the value of homemade as well as the appreciation of genuine products. 1.3 Current situation and research areas Mejeribolaget wants to improve its strategies and take advantage of the possibilities that exists in the market. As mentioned above, trends indicate that the home-cooking is on a general decrease in society and the company s success depends on customers who enjoy making homemade food and who appreciates the nutritional value of it. Thus, the more important it is for the company to get to know its customers thoroughly to find out what they like and dislike in order to better adapt its products, services and website. Mejeribolaget is in a phase where it considers launching new products. Due to the uncertainty involved, there is an inquiry about gaining better insight about its customers in order to minimize the risks. Consequently, it is of interest to find out more about the perceptions of the current product line and to examine if there are any particular products or services that seems to be more or less attractive. Products that are being considered are homemade cheese, homemade souring milk and products with low glychemic index (GI). These are products that goes with the existing product line (dairy products and healthy bread) and that the company believes will sell. In addition to the products, insight in the customers opinions about the services offered, such as opening hours at the customer service, delivery time, and so on are of interest to learn more about since these are areas that affect the overall satisfaction and can be used to improve or change existing procedures. The website is the company s face outward and is, apart from telephone and e- mail, the main interaction between the customers and Mejeribolaget. Thus, the CS with the functionality and design is of interest to learn more about. Finally, segmentation is an issue that is being considered, to see if there are some aspects that can be useful for marketing activities. Page 2

On the basis of Mejeribolaget s current situation the following problem statement arises: How satisfied are Mejeribolaget s customers with the company s products, services and website, and is there a demand for new products? The following research question is meant to seek an answer for the problem statement. Are the customers satisfied with the current products? Is there a demand for new products? Are the customers satisfied with the services offered? Are the customers satisfied with the company website? 1.4 Contribution The contribution of this thesis is to provide Mejeribolaget with new insights about the current customer situation in the company and create a fundamental base for new strategy planning and decision making concerning the development of its products, services and website. 1.5 Limitations The field of market orientation covers apart from CS, several other aspects, such as SWOT and PEST analysis. These analyses, when carried out correctly, provide important information needed for decisions considering product development, segmentation, website development etc. CS will rarely be used as a stand-alone fact when deciding on future development. However, due to the broad extent these factors comprehend they are purposely excluded in this thesis while the focus is narrowed to the measurement of CS. Page 3

1.6 Research process The research process depicted herein will be followed throughout the thesis and in this chapter the first two steps, problem statement and research questions have been undergone. The next chapter considers the research design and data collection. In the final chapters the results will be analyzed and discussed. Fig 1) Research process Problem statement Research questions Design and data need Data collection Data analysis Reporting Source: Gripsrud & Olsson, 2000 Page 4

2. Theory 2.1 Origin of consumer research In the post world war 2 decades, US were the leading country in developing new technologies and high quality products. Over decades of superiority many of the US companies did not pay enough attention to their customers and competitors, which eventually lead to a large loss of market shares to foreign companies. The Japanese were exceptional in listening to their customers and by the mid 70 s US had fallen behind the Japanese in both quality and development aspects. As a result and act in panic a restructuring process took place in the US industry. From this era the field of consumer behavior arose, which were required in order to get back on track in the industry, remain competitive and create a better foundation for managerial decisions (Vavra, 1997). 2.2 Why measure CS? Today customers have more power and information than ever and are in a position where they can demand higher quality and lower prices (Schiffman & Kanuk, 2004). The main objective of most firms is to attain, retain and maintain new customers in order to make profit and generate income. To do so it is necessary for companies to listen to their customers and create value that exceeds the customers expectations (Schiffman & Kanuk, 2004). The most valuable asset in a firm is a loyal customer base and the key to a company s success, concerning its customer relationship, is through measuring CS (Reicheld, 1996; Aaker, 2001). The performance of a company can be measured by using a wide range of methods, such as crude tools considering sales, market share and financial ratios. If the market share is declining it is most likely recognized by the crude tools and actions can be taken for restructuring business operations. However, without knowing what caused the decline it can be tough to set up an action plan. Thus, measuring CS can be an alternative tool which can provide an indication of where the company is headed and used to revise current strategies in order to construct a more suited plan (Aaker, 2001). While the crude tools measures what already has happened, CS can be used in a preventive purpose and detect problems before they occur. Page 5

Companies that manage to develop their products and services subsequent to the demands of their customers are more likely to succeed than those who do not (Aaker, 2001). The customers will feel a closer relation to the company as well as acquiring what they want. Measuring CS also detects the reasons behind, to whom and at what time certain customers have chosen to end the relationship with the company. On the basis of this information cost estimations of lost customers can be conducted and drawn in contrast to what they would have generated in revenue if kept within the company. Furthermore the results can work as a fundament for managerial decisions and future actions. Gurău & Ranchhod (2001) states that the technological dynamics in the market environment has led the focus from being product centric to being customer centric and that understanding the customer is the key to be competitive. Insight about customers needs seem to be vital for the business success and by measuring CS a company can use the collected data to improve products, services and company performance (Schiffman & Kanuk, 2004). The consequences of not listening to the customers can be fatal and according to various researchers, the following facts are common practice: Only 4% of all dissatisfied customers complain The average dissatisfied person eventually tells nine other people Satisfied customers tell five other people about their good experience The cost of acquiring a new customer is usually 5-7 times greater than keeping the existing ones These facts point out that ensuring high satisfaction is vital for long-term business survival and profitability (Vavra, 1997; Bhote, 1996; Hoffman & Bateson, 2001). Many companies measure their level of CS in number of complaints received and try to minimize these in order to increase the satisfaction. According to Fecikova (2004) this is not true satisfaction, rather an indicator of dissatisfaction and an issue, which with no doubt, should be eliminated but not used to measure CS upon. She states that true CS can not be achieved by minimizing number of complaints but by offering high quality products and services, which will leave the customer with a feeling of delight. If a company Page 6

fails to meet the expectations of their customers, they will turn to the competitors or just end the relationship with the company (Anderson et al, 2004). This indicates that it is not enough, to only focus a little on the customer or to do as little as possible in order to handle the CS issue. Bhote (1996) makes quite a point out of this and is frustrated that many companies still believes in CS myths, such as price is the only thing that matters and in the 99% syndrome. The 99% syndrome refers to companies who believe that a 99% satisfaction level is good enough and as long as they reach that level the customers will be happy. Bhote argues lively about this fact and draws a parallel between the human and chimpanzee DNA, stating that it is only 1% difference in the DNA structure between the two. In other words, there is no room for mistakes in a highly competitive environment. Dissatisfied customers will spread the negative word of mouth to his or her friends and family which can be very costly for the company. However, if a dissatisfied customer gets help with the particular problem in a pleasing way, he or she usually become more loyal to the company than those who are not dissatisfied (Sing & Ranchold, 2004). 2.3 CS, loyalty and retention In the following section it will be discussed different thoughts and ideas within the fields of CS, loyalty and retention, with main focus on CS literature. The theory of customer loyalty and retention are fields in their own but interacts and has its root in the CS field, thus the necessity to discuss it here and clear out the differences. Definition of CS If the customer s expectations of product quality, service quality and price are exceeded, a firm will achieve high levels of CS and will create "customer delight." Failure to fulfill customers expectation will result in customer dissatisfaction which in turn can lead to customers stop buying from the firm (Marketing Research Encyclopedia, 2004). Page 7

Definition of Loyalty "A feeling or attitude of devoted attachment and affection; or the act of binding oneself (intellectually or emotionally) to a course of action" (Building brands, 2004). Definition of retention The process of building a relationship with the customers and learn as much as possible about them through surveys, demographics and psychographics. Then utilize this information, tailor strategies and communicate these through direct mail, newsletters, telemarketing etc. (www.dmgroup.com, 2004). Holmberg (2004) argues that the most common explanation for high loyalty is high level of satisfaction but points out that the empirical support is diffuse and that it is not easy to draw a parallel between the two. If you eat at a restaurant and are highly satisfied with the dish you had, that doesn t necessarily mean that you will come back to the same restaurant the next time and become a loyal customer. It can, on the other hand, make you speak positively about the restaurant and recommend it to your friends and family which in turn could lead to more customers visiting the restaurant and through that generate higher revenue. The good word of mouth is said to be the best (and cheapest) marketing activity a firm can rely upon. However, a good one-time experience does not necessarily make you loyal but rather indicates that CS can be good for the business. Holmberg (2004) suggests that in order to explain loyalty as a result of CS you have to identify the type of CS indicator that leads to loyalty and she draws a parallel between love for a product and plain satisfaction for a product. It is necessary to find the indicators that make the customer love the product, then loyalty can easier be linked to CS. In Mejeribolaget s case it can therefore be relevant to find the specific characteristics that the customers enjoy. Schiffman & Kanuk (2004) argues that firms need to focus on getting highly satisfied customers and that this is necessary in order to get higher customer retention and loyal customers. Loyal customers buy more, are not as price sensitive and spread the positive word of mouth. Moreover, loyal customers who are familiar with how the company is run are less expensive to service than the ones who are not (Fecikova, 2004). According to Bhote (1996) a 2% increase in customer retention is equivalent to cutting the operating cost by Page 8

10%, and in times where many companies are cutting costs and lay off workforce, this indicates that retention might be a more profitable action. In other words, keeping customer satisfied and making them want to come back might be as good alternative as cutting costs or even better. Klein & Einstein (2003) 1, states that satisfaction is a measure of what people say, while loyalty is a measure of what they actually do and that measuring CS is measuring an attitude. Attitude is a measure of the most recent transaction with the company and thus not a very accurate measure of whether customers will come back or actually feel the same the next day. On the other hand, they suggest that measuring CS is a good way to let customers vent their feelings and also to find out about problems with products and services. Furthermore, Klein & Einstein (2003) points out that CS is a measure of opinions and therefore not a reliable predictor of future behavior. Instead, they favor loyalty as the predictor for future happenings and actions that the customer will or will not do. In their view, loyalty is not a measure of opinions but rather a measure of commitment which is based on historical facts such as sales data. From this data different consumer patterns can be extracted and used as indicators and predictors, such as defections and revenue lost etc. A loyalty measure embrace the individual more specific rather than the whole population and a tenfold return on investment is not unusual when conducting a loyalty analysis. CS is a temporal measure and thus not static, therefore it is difficult for organizations to base their future strategies on a one time measurement of the market; rather they strive for getting high customer retention and loyal customers since this is proven to increase profits in the company (Vavra, 1997). Continuous measurement of CS will however give an indication of the current situation and over time it will give a clearer picture of how the market and customers perceptions changes. From that, actions can be taken which in turn can lead to increased retention and more loyal customers. Satisfaction, retention 1 Klein & Einstein writes for the strategy+business magazine which is published by the leading global management and technology firm Booz Allen Hamilton. Using all the reporting forms in the editorial arsenal case studies, interviews, scholarly research, journalistic reports, profiles, and first-person accounts s+b delivers penetrating and vital insights and practical guidance about management, innovation, public policy, strategy, and more. Page 9

and loyalty are interconnected and should be taken into consideration when looking at the whole picture. CS might not be an optimal measure to define customer loyalty and retention but it appears to be a valuable tool to obtain indications on what needs to be improved in the business today while loyalty is a better tool to predict future patterns. 2.4 CS and financial aspects Most managers are aware of CS and its importance but perhaps do not always invest enough money and effort in it due to the nature CS constitutes. CS is an intangible measure which makes it more difficult to evaluate and interpret than tangible measures. Consequently, other performance indicators are usually preferred. In order for companies to use CS as a daily motivator to improve performance, it needs to be translated into measurable numbers that easily can be interpreted (Deschamps & Nayak, 1995). Accounting is a central approach to measure company performance and gives valuable insight in a company but cannot substitute the real input and value obtained from direct contact with the customers. However, as long as there is a lack of strong empirical evidence supporting CS as a performance indicator that can improve financial performance, managers will not be interested in adapting it (Anderson et al, 2004). In recent years, there has been quite much research done within this particular area and Anderson et al (2004) refer to various authors and state that many research studies link CS to financial performance, such as operating margin, ROI, accounting returns and that CS reduces the cost of sales, service and communication. According to the Service Management Team (www.servicemanagement.com) the percentage of positive or negative CS move the financial performance in the same direction (see fig 2 next page). Fig 2) Page 10

Relationship Betw een CS and Sales 4,0% 3,0% 3,0% 2,5% 2,0% 1,0% 0,0% -1,0% -2,0% 1,0% 0,7% 1 2 3 4-1,0% -0,9% CS Sales -3,0% -4,0% -3,0% -2,5% CS is an asset which should be taken into consideration when valuating the capital markets and it has such impact on the financial performance that every firm ought to provide a standardized CS index in their financial reporting in order to better inform the capital market (Anderson et al, 2004). Several researchers have concluded that CS influences the performance of a firm and serves as an indicator on how customers perceive the products and services (Lambert, 1998; Smith et al, 2003). Moreover, CS works a base for the development of marketing strategies (Laroche et al, 2004). 2.5 CS in relation to the research questions Mejeribolaget operates in a niche market and is dependent on providing products and services that outperform the regular dairy products in the grocery stores, or being perceived in such way, that its customers decide to use these instead of other alternatives. Having good insight in what the customers think and want, is therefore necessary in order to stay dynamic and profitable. In the following section CS is discussed with a focus on product and service development. 2.5.1 CS - Products & Services According to Aaker (2001) products and services in a company should be carefully and objectively evaluated in relation to its competitors and customers. However, this is not always possible since it might be difficult to be objective toward your own business. There are reasons to believe that the closer you are to your products or services, the less willing you are to see the defects it might Page 11

have. In Sweden the majority of companies are run individually and the closeness to their inventions and products might make it harder to step outside the box and study the organization objectively. Consequently, implementing standard procedures for measuring CS can perhaps work as an evaluation tool and facilitate new ways of input. On the other hand, several companies have direct contact with their customers on a daily basis and obtain, through that, the information needed to focus on their customers preferences. Nonetheless, the importance of knowing your customers still remains, regardless of the chosen approach for taking the pulse of the market. Products The main purpose with measuring CS concerning products is to include the perception of the products in the product development and redesign. Measuring CS takes the pulse of the market and seeks answers and explanations to why or why not customers prefer a product. It is a communication process between the manufacturer and the ones who use the products and it reveals significant facts about the performance in the market (Vavra, 1997). Mejeribolaget is in a phase where it considers launching new products and according to Lehmann & Winer (1997) it is necessary to conduct a customer analysis before the launch takes place. They recommend that companies should study the present usage of the current products in order to determine the customers needs. It is also of importance to measure qualitative and quantitative attitudes towards the products and any perceived importance of certain attributes. In addition, a competitor- and category analysis should be carried out when considering a product launch. A multi-attribute model can be used to understand how and why customers chose a particular product in a company (Lehmann & Winer, 1997). The multiattribute model is built up by assessing certain attributes to the products or the product line. The attributes are decided upon input from collected data from focus groups or from other qualitative data collection methods. The gathering of data is needed in order to find the attributes that are most important for the customers and influences the choice of product. When the attributes have been collected the perception of each attribute can be measured and weighted towards each other in order to obtain an overall picture of the different choices. The perceptions are recommended to be measured on a scale ranking from 1 to 7 where the level of satisfaction of each attribute can be stated. The same Page 12

procedure applies for measuring the importance of the attributes. After this the perception of the attributes and the importance of the attributes are weighted and combined to get a rating score, used for various interpretation and analysis purposes. Multivariate analysis can be used for analyzing multiattribute data while multiple regression analysis can be used when there is a desire to measure the association between a dependent variable and multiple independent variables. The latter will used in the analysis section in this thesis, where it is desired to find relationships between the perception attributes of the products, services and website. Services In contrast to products, services constitute a more intangible nature which means that service quality can not be decided based on physical aspects. The quality is more or less determined by the customers perception of the service (Lehmann & Winer, 1997). Mejeribolaget handles their Customer Service through phone, the website, email or regular mail. It is therefore of interest to measure the perceptions of the services provided to the customers in order to examine areas that could be improved. There exist several methods for measuring service quality, whereas the Servqual (service quality) method is the most known and used (Parasuraman et al, 1985). The Servqual scale is a multiple-item scale that measures quality based on five service quality dimensions in a survey-format. Each dimension includes several questions or statements which have to be answered using a seven-point scale, stretching from strongly disagree to strongly agree. There has been extensive research around the key attributes that lead to service quality. As a result the Servqual approach is now a standardized method of measuring service quality as the difference between the performance that is expected by customers and the delivered performance. The five key dimensions of Servqual are described on the next page to give an insight in what factors that are considered when measuring service quality. Page 13

Tangibility The appearance of physical facilities, equipment, personnel and communication material. Reliability The ability to perform the promised service dependably and accurately. Responsiveness Willingness to help consumers and provide prompt service. Assurance Competence: Possession of the skill and knowledge to perform the service. Courtesy: Politeness, respect, consideration and friendliness of contact staff. Credibility: Trustworthiness, believability and honesty of staff. Security: Freedom from danger, risk or doubt. Empathy Access: Approachability and ease of contact. Communication: Keeping consumers informed in language they understand and listening to them. Understanding the consumer: Making the effort to know the consumer and their needs. As it can be seen, the Servqual method is a survey based method that measures the perceptions of service quality in a very detailed way. Some of these dimensions will be investigated in this thesis but not to the same extent as the full Servqual method. However, if the results from the empirical findings reveal that the level of service satisfaction is not high enough, the Servqual method could be applied in order to acquire a more precise measure and reveal specific information that can be used for revising current strategies. 2.5.2 CS - Websites Today most businesses profile themselves online, including Mejeribolaget and it is therefore of interest to learn more about how the customers perceive the website and its features. The cost of developing a website can be high and it is therefore important to measure the satisfaction with the current website to obtain an enhanced fundament for further development of the website and to target activities more efficiently (Hedman & Pappinen, 1999; Kauffman & Hahn, 2003). The importance of CS applies for websites as well and it comes down to keeping the customers satisfied in order to create retention and improve loyalty. However, there are other dimensions that have to be taken into consideration when measuring the satisfaction of websites. In brief these are; safety of transactions, speed of loading pages, content, frequency of redesign and so on. Various researches suggest that a website layout should be as simple Page 14

and direct as possible without superfluous features. There are different methods suggested for measuring the efficiency of a website but none that is yet generally widespread and accepted. Some methods measure website efficiency through CS, other through service quality, while yet another through measuring the website as a production environment using a data envelopment approach (Kauffman & Hahn, 2003). Due to the research problem of this thesis, a CS approach of measuring website efficiency is preferred since it considers the customers perceptions of the website. 2.6 Interpretation of CS results According to Lehmann & Winer (1997) a survey analysis is useful when there is a wish to generalize the findings upon the whole population. The Likert scale is one of the most common used scales when measuring CS and it is normally divided into five steps ranking from very dissatisfied to very satisfied (Schiffman & Kanuk, 2004). When interpreting the results several aspects must be considered but it is commonly agreed that customers who scores at the highest point (very satisfied) are more loyal and thus generate more income than customers who score at a lower satisfaction levels (Schiffman & Kanuk, 2004; Fecikova, 2004). Bhote (1996) draws a hypothetical example and describes a situation where a company has conducted a CS survey among its customers. The results indicate that most of their customers are satisfied (scores at 6) with the company and the managers at the hypothetical company are very pleased with the results. Fig 3) Hypothetical satisfaction sample Customer Satisfaction # of respondents 60 40 20 0 1 2 3 4 5 6 7 Serie1 Degree of satisfaction (Scoring at 1=very dissatisfied while scoring on 7=very satisfied) However, when provided with additional information about the satisfaction score the managers become really stressed. An additional question asked to the Page 15

satisfied customer segment (score on level 6) reveals that only 70% would return to the company next time they were in need of the same product, while 98% in the very satisfied segment (level 7) said they would come back and buy again. From this example, Bhote (1996) highlights that it is the very satisfied segment that is critical and that it is in this segment the most loyal customers are. For this CS survey it appears to be a good idea to keep in mind that the highest score on the Likert scale is the most important for the company while scores on lower levels should set of the alarm bell, especially if it constitutes the main part of the respondents. 2.7 Segmentation based on CS Segmentation divides the population into smaller clusters where one tries to sort the clusters after homogeneity in various aspects. No customer is the other alike; however, there usually are some characteristics of the population that can be clustered. The purpose of segmentation is to treat customers according to their needs, wishes and level of profitability they generate (Yüksel & Yüksel, 2002). Consequently, it is easier to satisfy the customers when there are clear indications of who wants what and why. When companies invest in their operating activities, the main objective usually is to generate more money than the cost of the investment. For firms with scarce financial and staff resources it is vital that their investments return at least the break even point. In order to reduce the uncertainty of various investments, segmentation becomes an important issue. Companies that have a clear overview of which segments that generate most respectively least revenue can adjust their financing activities thereafter and reduce the risk and rely less on the trial & error method (Yüksel & Yüksel, 2002). According to Fecikova (2004) it usually is a small percentage of the customer base that generate most of the profits to the firm and that it is a competitive advantage to segment the customers. A well know rule, heard in many consensus, is the 20/80 rule which states that 20% of your customers generate 80% of the company revenue. This rule is widely used in many different settings but its importance still remain; it is necessary to find the characteristics of the customers and arrange these in such a way that it can be used strategically to improve the overall company performance. Page 16

It is of interest for Mejeribolaget to learn more about the segmentation issues. However, it is beyond the boundaries of this thesis to conduct a full segmentation analysis but the issue will be briefly discussed in the analysis to see if there are some obvious characteristics that can be used for segmentation purposes. 2.8 Conceptual framework From the theoretical background it can be found that measuring CS is vital for the success of a company and that it is applicable to products, services and websites. High level of CS seems to generate higher profits and better chances for retention and loyalty. With this in mind the model on the next page is set up and explained as follows: Mejeribolaget wish to learn more about its customers and on the background of the CS theory it is found that CS influences company performance. Thus it is necessary to measure how the current customer base perceives Mejeribolaget s products, services and website. In order to measure the CS on each category respectively, a survey was designed and conducted to specifically deal with these three directions (this part is described in the methodology in the next chapter). Based upon the analysis of the results from the survey there will be a discussion of the findings and finally a conclusion will be drawn. Page 17

Fig 4) Conceptual framework model Background Theory What do they think about the company? Customer Base Design Survey Products Services Website Analyze Result General guidelines differentiate, develop and improve products, services and Homepage Page 18

3. Method 3.1 Research methodology The theory on CS strongly indicates that high CS is related to higher sales and more frequent purchases. However, the theory itself is not enough for answering the problem statement but gives a clear insight in what might affect it. Hence, it is necessary to conduct a relatively large primary research where both a descriptive and an explorative design is combined, whereas the research design is based upon consumer- and marketing research. In order to give an answer to the problem statement it is necessary to collect accurate data and to choose the appropriate analysis method. The chosen analysis method should be based on the type of data collected, which in this case are metric data and some qualitative elements. Descriptive statistics and multiple regressions are used to find relationships and connections within the population. Below, the following two steps in the research process will be undergone; design and data and data collection. Fig 5) Research process Problem statement Research questions Design and data Data collection Data analysis Reporting Page 19

3.1.1 Philosophy of science Consumer research describes the processes and tools used to study consumer behavior and the norms of how one should approach in order to retain reliable results. There are mainly two dominant philosophy directions when performing research on a social phenomenon; the positivist approach and the interpretivist approach (Hellevik, 1995). The positivist approach puts emphasize on objectivity, empirical studies and seeks causes to explain behavior. The research has to include larger populations and should be based upon accurate measurements, quantifiable data and statistical analysis because a fact that is not observable is seen as metaphysics (the philosophical study of being and knowing) by the positivists (Grennes, 2001). The positivists often use the statement If you can t count it, it doesn t count The origin for the positivist approach were that all knowledge that could be derived from experience also could be accepted as scientific and that the main objective within the philosophy of science were to clear away all tendencies of metaphysical speculations within scientific research. Thus, they did not accept the theory, stating that the scientific, humanistic, social science methods and methods for scientific work were equivalent. The positivists differ rationally between the researcher as a researcher and the researcher as a citizen. Their fundamental idea is that the research process should be separated from any public or social interest (Grennes, 2001). According to this view; studies that are based upon qualitative data (even the very best) only are good enough for preparing a quantitative research (Holter & Kalleberg, 1996). The other approach for consumer research is the interpretivist approach, which is qualitative and based on small samples of the population where each consumption pattern is unique and where the focus is to find patterns leading to operative values (Schiffman & Kanuk, 2004). While the positivists are concerned about how something actually is, the interpretivists try to explain how the world around them is perceived by the population. In other words, the interpretivist try to explain how these things actually appears and not how it actually is. Their fundamental basis is that social conditions are not irrelevant only because they cannot be associated and interpreted by numbers (Grennes, 2001). They rhetorically answer the positivists expression If you can count it, it doesn t count with It is not only the things that can be counted that counts Page 20

(Holter & Kalleberg, 1996). The main difference between the positivists and the interpretivists is the objectivity in relation to the research process. The positivists suggests that it is possible for the researcher to relate to a situation strictly objectively without being influenced by it, while the interpretivists oppose this, stating that the researcher s subjective references never can be completely excluded resulting in the impossibility of totally objective research methods (Grennes, 2001). Nowadays, most researchers are not so narrowed in their view and the term qualitative and quantitative refers to the nature of the collected data where both usually are integrated in the research process (Holter & Kalleberg, 1996). In this thesis both approaches were combined in a web questionnaire and the main purpose of the asked questions was to collect quantitative data. Furthermore, some qualitative data was also desired and therefore the respondents had the possibility to fill in their own subjective information in open text boxes (attachment 1). Drawn in big terms, quantitative data is characterized by pure numbers or quantity terms, such as many/few, more/less, etc, while data that cannot be expressed in such way are qualitative (Holter & Kalleberg, 1996). 3.1.2 Research design A research design is the main frame of the research and is determined by the character of the problem statement. There are three types of design and depending of which one chosen, certain techniques and methods can be applied for the research process (Selnes, 1994). 3.1.2.1 Explorative design Explorative design is used when the character of the problem is of such art that it is desired to get a deeper insight or understanding of a phenomenon (Selnes, 1994). An explorative design has various qualitative methods of collecting data, such as interviews, focus groups, projective techniques and case studies. These methods are preferred when the researcher Needs deep knowledge that cannot be expressed in numbers and are limited to few research objects Have little knowledge about a social phenomenon Wants deeper knowledge about a phenomenon where it already exists comprehensive statistical data Want to see if there are new or changed explanations in areas where good knowledge already exists (Selnes, 1994). Page 21

3.1.2.2 Descriptive design If the purpose with the research is to map one or many variables and/or explain the relationship between them, a descriptive design is usually preferred (Selnes, 1994). A questionnaire is a preferred method for collecting data in a descriptive design and in order to shed light on the problem statement it is important to focus on certain facts, break it down to numbers and then measure the observations. Descriptive design uses quantitative data and are used when the researcher; Wants knowledge that can be generalized to many units Wants knowledge that can constitute a fundamental base for statistical calculations (Gripsrud & Olsson, 1999) 3.1.2.3 Causal design In order to research causal connections causal design is often used and which is conducted by experiment in the field or in a laboratory. Of the three mentioned designs, the causal design is used the least (Gripsrud & Olsson, 1999). 3.1.2.4 Summary In this thesis it was desired to get information that made statistical calculations possible and that the information could be generalized in order to get a clearer picture of the whole population (the customers of Mejeribolaget). In addition, it was of interest to obtain additional information that could shed new light on the problem statement. With the theoretical background in the consumer and marketing research field, a survey collection method was chosen with a descriptive research design including some elements of explorative design. 3.2 Primary data collection Questionnaire It is a common practice in marketing research to use questionnaires when collecting data. It is a convenient tool to use and it makes the communication between the interviewer and the respondent standardized (Gripsrud & Olsson, 2000). It is though, many aspects that has to be considered before using a questionnaire as a method and herein it will be explained how the questionnaire was built up through various criteria and factors. 3.2.1 Preparation of the questionnaire The operations involved in the preparation of a questionnaire usually consist of six steps (Gripsrud & Olsson, 1999; Selnes, 1994). However, in this thesis an Page 22

additional step was added Description and explanation of the questions asked making it 7 steps. This was added to achieve a better structure and deeper understanding of the questions asked. 1) Determine what should be measured 2) Determine interview method 3) Determine scale 4) Design and sequence of the questions 5) Description and explanation of the questions asked 6) Layout of the questionnaire 7) Pre-testing 3.2.2 Determine what should be measured One of the most important facts within the field of market orientation is to find what information that needs to be collected in order to solve the problem statement. To cover the problem statement it is common to divide it into smaller research questions which make it more convenient to base the questions in the survey upon (Selnes, 1994). 3.2.3 Determine interview method There are various methods for collecting primary data and within the questionnaire research there are mainly three ways of collecting data; through personal interviews, postal interviews or telephone interviews. Each of these methods has its advantages and disadvantages considering time, money and suitability and are related to which research design that is used. A descriptive design was used in this thesis and it was decided to use a postal interview method based on the following reasons: It is rather low cost involved compared to the other alternatives Complex and thoroughly questions can be asked and the respondents have time to think through the questions before answering and are more amenable to answer sensitive questions. Since the main objective is to measure the customers perceptions, a very sensitive issue, this method was considered to be the most appropriate one. One should however, be aware of the following facts about postal interviews: It can take a long time to conduct It is difficult to be sure that the right respondent answers it Page 23

There is no real-time guidance if there are uncertainties about how to answer certain questions or other general issues considering the questionnaire. There is usually a low response rate (Gripsrud & Olsson, 2000) A postal interview can either be conducted by regular post or electronic post. In this case the latter was used and the data collection was conducted through a web questionnaire. The respondents were notified by post and then instructed to go online and answer the questionnaire via Internet. The normal response rate of a postal survey is around 10-15% (Gripsrud & Olsson, 2000) and in order to make sure that at least this percentage was achieved and possible a higher level, a lottery contest with prices were proclaimed in connection with the survey. 3.2.4 Determine type of scale A survey usually tries to grasp various aspects of a situation and often includes different elements, such as facts, attitudes, perceptions etc. Measuring CS is the main purpose of this thesis and with an intangible, such as CS, it is necessary to use a scale which makes the transformation into metric data possible. According to Gripsrud & Olsson (2000) you have to use metric data in order to be able to say anything about the distance between the separate values of the variables and to do statistical calculations. One usually differs between two types of scales; non-comparative and comparative scales. The non-comparative scale allow the respondents to evaluate the specific situation independently of the other objects in the study and to generate absolute results, while the comparative scale allow the respondents to compare one alternative over another such as; do you prefer this over that, is this product better than that and so on (www.marketingpower.com). In addition, one differs between single-item or multi-item scales whereas the latter is used for measuring different aspects of a situation/phenomenon (Gripsrud & Olsson, 2000). Multi-item scales are combined single-item scales and the two most common of these are the Likert scale and the semantic differential scale. The Likert scale is used for measuring perceptions, attitudes etc. and it was decided to use a non-comparative direction with a seven-point Likert scale since it stretches further than the five-point, including the very dissatisfied at the one end to the very satisfied at the other end. Page 24

3.2.5 Design and sequence of the questions As a general rule surveys should be easy and short so that the respondents will not let be to answer it. Due to this fact, the survey consisted of 33 questions that where put in such sequence that if the respondent answered yes respectively no on certain questions they automatically skipped the underlying questions which made the questionnaire more convenient to use and to answer. According to Gripsrud & Olsson (2000) single respondents can feel that the specified answers in a survey not always covers the subject good enough and therefore skip the question or certain areas. It was of interest to collect information from those respondents that had additional information and open text box questions were added to the survey (attachment 1). How the questions are formulated, set up and presented affects how the respondents perceive and answer the survey. Research has shown that if a question is formulated in a negative way the respondents attitudes toward that specific issue also become more negative than it would have been otherwise, while it is the other way around when the question is formulated in a positive way (Gripsrud & Olsson, 1999). Consequently, the language were considered very important and the questions were formulated to leave as little room for misinterpretations as possible and set up to be as easy understandable as possible for the respondents. The sequence was built up to have a natural connection and to answering the research questions. The questionnaire started with some demographic data followed by product specific data within the yoghurt segment, Sourdough segment, website, services, and was finally rounded off with some more demographical questions. Demographics Current Products research question 1 New Products research question 2 Website research question 3 Services research question 4 Demographics From the respondent s viewpoint the sequence of the questions varied depending on how he or she answered. For example, if the respondent answered no on one question he or she were not shown the underlying Page 25

questions for the yes alternative and were automatically skipped to the next section in the survey. If the respondent used all products and answered yes on all questions he or she would have had to answer all the 33 questions. However, it was more common that they used one or a few products, thus did not have to answer all of them. The reason for setting up the survey in this way was to get as accurate answers as possible and to make the survey appear as short as possible. Normally, it is common to put the demographical data at the very end of a survey since the respondent usually is less focused at the end and it is easier to answer such questions instead of the ones which you need to think a lot around before answering (Gripsrud & Olsson, 2000). However, since the questionnaire was conducted over the Internet some demographics were put in the very beginning so that the respondent would get a feeling for how the online questionnaire worked before the more concrete questions appeared. 3.2.6 Description and explanation of the questions asked In this section a description of the questions asked is undergone and follows the same structure as depicted on the previous page. It especially considers why these questions can be useful for the company and how they relate to the problem statement and the research questions. The phrase to what degree/extent How important etc will be used in the explanation below and refers to what extent the respondents like or dislike a statement in a specific question, using the Likert scale ranging from 1-7 where 1 is the lowest and 7 is the highest (very dissatisfied/very satisfied, little important/very important, low degree/high degree etc.). 3.2.6.1 Demographics Please state gender Useful to see the spread in the population and to test if there are significant relationships between the gender and level of satisfaction Please state age Can be used in testing the relationship between age and level of satisfaction. To see the spread in the population, can be used for segmentation activities Page 26

How did you get in contact with Mejeribolaget? Can be useful for finding which channel that has attracted the most satisfied customers and target the marketing activities toward these. (This question doesn t fit any particular category in the survey but makes a natural fit here) 3.2.6.2 Current Products (seek answers to research question 1) The product line consists of three different products, Homemade Yoghurt, Health Yoghurt and Sourdough Culture. The questions asked for the Homemade Yoghurt and Health Yoghurt is similar and will therefore be explained at the same time. It did not; however, appear this way in the questionnaire. If the respondent, for example, only marked Homemade Yoghurt he or she were shown questions only concerning this product. Homemade Yoghurt & Health Yoghurt Do you use any of the following products from Mejeribolaget today? Used to see the distribution of products in the sample population, also to guide the respondents to the right stage in the questionnaire. Depending on which products the respondent used, he/she was automatically directed to the right part of the survey. How often do you order Homemade/Health Yoghurt? Interesting to see the purchase frequency and also to be able to test the level of satisfaction against amount purchased and to see if there is a relation To what degree are you satisfied or dissatisfied with Mejeribolaget s Homemade/Health Yoghurt? This is really one of the main questions in answering the problem statement since it directly asks the level of satisfaction of the specific product. Can be used in the regression analysis for testing variables that might explain the satisfaction. To what degree are you satisfied or dissatisfied with the following characteristics? (Considers the consistence and the acidity of the yoghurt) A good indicator to see if the products need improvement Page 27

How satisfied or dissatisfied are you with the following of Mejeribolaget s flavors? Indicates how the current flavors are being perceived and if there are any flavor that needs to be taken away or improved. Can be tested against the overall satisfaction of the product and see if the flavors influence it. Do you use your own flavors when you make your yoghurt? Interesting in relation to the question above. If there is a general dissatisfaction of the current flavors and in addition a high level of customers who uses their own flavors it can strengthen the theory that something might be improved and the other way around. Which flavors do you usually use? (If yes on the above question) Can work as a guide if it becomes relevant to produce new or additional flavors Sourdough Culture Do you use Mejeribolaget s Sourdough Culture today? Used to see the distribution of products in the sample population. How often do you order Mejeribolaget s Sourdough? Interesting to see the purchase frequency and also to be able to test the level of satisfaction against amount purchased and to see if there is a relation. Moreover, it can be used for economical cost estimations. To what degree are you satisfied or dissatisfied with Mejeribolaget s Sourdough? Also one of the most fundamental and important questions in the survey, due to the direct relation to the problem statement. Can be used in the regression analysis for testing variables that might explain the level of satisfaction. How often to you bake bread? Gives indications of the frequency of bread baking in general in the population and can be used for evaluating the recipe collection and if there is a market for more recipes. Can also be compared to the purchase frequency and see if there is room for more sales. Page 28

How often do you bake the following bread? (A list of different bread choices were shown to the respondents) (is in relation to the above question) Makes it possible to extract the type of bread that the respondents actually prefer to bake and can be used in connection of developing new and more targeted recipes. In addition, it might reveal whether the respondents are concerned with health issues. If the level of white bread are high, it might be an indication that the respondent are not too concerned about the health aspect, while high interest for dark bread might be an indication for interest in health aspects. Also an issue that might affect the satisfaction in the end. How satisfied or dissatisfied are you with the following of Mejeribolaget s bread recipes? (This category is divided into, dark bread, white bread and special bread) The recipes are a in near relation with the Sourdough concept and a good and satisfactory assortment is assumed to affect the frequency and interest in ordering and baking bread with Sourdough, thus this question reveals the customers thoughts and perception on it and can be used to modify, add, take away certain recipes or find which category that is most appreciated. In addition, the answers from this question can be crosschecked with the question concerning what type of bread the respondents prefer to bake and see if they are consistent in their choices. Do you have any ideas/comments about Mejeribolaget s bread recipes that you would like to add? This is the first open textbox question in the survey and was put there in order to get qualitative data on the field that can be used to get a deeper understanding for the whole bread concept and shed new light on the issue and reveal things that is out of the frame of the pre-determined questions. The open textbox results will not be the main focus in the analysis but might be mentioned if there are some returning issues that seems to be important. Page 29

To what extent do the following factors influence your choice of making Homemade Yoghurt/Health Yoghurt/Sourdough? (A list of seven facts were listed, such as: taste, economy, healthiness etc.) Used to get a out of the box perspective and give insights on what drives the interest of doing Homemade food, a very important issue for understanding the customers and can be used to target the marketing more specifically in the future which in turn can lead to higher satisfaction. 3.2.6.3 New Products (seek answers to research question 2) Would it been of interest with a larger product line at Mejeribolaget? (Only yes or no shown) Will reveal the interest of getting a larger product line and is linked to more thoroughly questions on the field if answering yes. Can reveal issues about the satisfaction, if there is a high wish for more products this can be checked against level of satisfaction of the product line and thus work as fundamental for future decisions. If Mejeribolaget extend their product line what to you prefer most? (Here is five different alternatives shown for the respondent) Is used to find which is preferred; new products or extensions on the current line. This question can be checked with the less satisfied customers and see if there is a correlation between low satisfaction and different wishes/orientations about new product. To what extent do the following products attract/interest you? (Here a list of 11 different products were shown) Used to reveal the interest for certain products and categories, set up in relation to potential new products that could be distributed via Mejeribolaget and to see if there is some kind of characteristics that can be extracted. Are there any specific products that you would like to see distributed via Mejeribolaget? This is the second open textbox question in the survey and put here to get a deeper insight about the respondents own opinions if they had something to add and useful for the management in Mejeribolaget to interpret when/if deciding upon new products or removal of existing Page 30

ones. Cannot be calculated in a statistical manner but be used as a qualitative input. In addition, all the open textbox questions can be used in future set-up of questionnaires and research since it includes the customers thoughts and are not only limited to the company s and the researcher s preferences. 3.2.6.4 Website (seek answers to research question 3) The third research question considers the company website and is important since it is the main interface for Mejeribolaget s customers. There are no physical stores they can go to within Mejeribolaget and thus it is the only interaction the customer s get except from telephone and e-mail. This could probably go under the service concept but were chosen to be put in a separate category and studied more thoroughly. Have you visited Mejeribolaget s website before? (Yes or no only) To get an overview of how many that has been there. How often do you visit Mejeribolaget s website (only if yes) Used to find the mean frequency of visits and can be used to decide how appropriate the website is as a sales channel considering frequency and probability of sales. Can be related to how the customers got in contact with Mejeribolaget, and see which distribution channel is best when targeting marketing activities. Seen to the problem statement; if satisfaction on the website is low, is it related to visit frequency? Please state to what extent you are satisfied or dissatisfied with the following aspects concerning Mejeribolaget s website? (Here current basics features of the website is shown) Used to get better insight in the specific features and to see which features that are appreciated and not. Can be directly related to the overall satisfaction of the website and actions can be taken to reconstruct the website in such way that it suits the customers better. To what extent would it have been interesting to have the following features on Mejeribolaget s website? Used to test pre-determined features that have been considered for implementation on the website. If found high interest for, it can be used Page 31

to reconstruct the website and perhaps increase the level of satisfaction for the website. Are there some content or feature that you feel are missing at Mejeribolaget s website? This is the third open-textbox question and is used to see if there are issues that not have been considered in the pre-determined questions above. A qualitative input that can be valuable when brainstorming about new features, changes and other things. In addition, a way for the respondent to comment their own ideas, thus increasing the interest for the survey. 3.2.6.5 Services (seek answers to research question 4) This area is somewhat brief and not going to deep into the specifics but still gives valuable information for the problem statement and was put somewhat shorter due to the overall length of the survey. Too long surveys decrease the respondents rate of interest and thereby the quality of the answers. Please state to what extent you are satisfied or dissatisfied with the following of Mejeribolaget s services. (Here the following questions were asked, opening hours at customer service, customer service, delivery times, product line, website, and payment method) The final of the very most important questions in relation to the problem statement. Here the respondent gives their opinion on overall satisfaction of two of the more thoroughly undergone fields, products and website and on the main services. By using the satisfaction level of these different categories, it can be tested upon various aspects and relations between them. Do you have any comments in general about Mejeribolaget that you would like to add? This is the fourth and final open textbox question and is used to see if there is anything else that the respondent wants to comment. Together with the three other open textbox questions they constitute a qualitative base for designing new questionnaires in the future and as an overview that stretches beyond the boundaries of this questionnaire. Page 32

3.2.6.6 Demographics Civil status (here the respondent are asked about their civil status and whether they have any children who at the present time live at home, multiple answers possible) Rounding off questions to let the respondent know that the survey is almost done. Also interesting from a marketing perspective where it can be possible to see the most common family situation within the customers of Mejeribolaget Please state your county The final question, used to get an overview and possibility to segment the population and also see if there are any particular places in Sweden that seems to have more satisfied customers than others. 3.2.7 Layout of the questionnaire The questionnaire was, as mentioned earlier, conducted and developed through Questback (www.questback.com). The reason for using this program was that it was free of use for a certain period, it has a good reputation in the market and the organization behind cooperates with over 450 industries that use their program. Moreover, the design is simple, professional and user-friendly. In the beginning of the questionnaire it was put an instruction that described why the survey was conducted, the process of how to answer the questions and an explanation of the usage of the respondents e-mail address. The e-mail address was needed in order to get unique id numbers for each respondent and to be able to separate them in the analysis. The respondents were, however, informed that the use of their e-mail was their lottery ticket for the contest and contact-id in case of a win. The e-mail address was mandatory and it was not possible to skip this question. The other questions could also be set to be mandatory but since this can be very frustrating if you don t know the answer or do not want to answer there is a risk that the respondent just leave the survey. 3.2.8 Pre-testing of the survey Pre-testing of the survey was not conducted in a large dimension, however it was revised certain times through brainstorming with the owner of the company and by input from Ph.D. Björn Lantz, senior lecturer at the department of business administration at Gothenburg University. In addition to Page 33

this, it was run a pre-test online in order to determine the time it would take to answer the survey and it was set to 5-10 minutes depending of products used in the company and personal ability to conduct it. 3.3 The sampling process When conducting a survey it is necessary to have some kind of sample of the population or the whole population itself (which often is not possible due to the size). Consequently, there are different ways to extract a sample from the population, which also depends on the objective with the survey. Herein is the sampling process depicted (Gripsrud & Olsson, 2000) and will explained more thoroughly in the coming sections. 1) Definition of the population 2) Determine sample frame 3) Sampling method 4) Sample size 5) Sample elements and data collection 3.3.1 Definition of the population The population in this context was defined as all the customers of Mejeribolaget, because it was of interest to get a general picture of what the population thought about the company. It would however, been too costly both in time and money to include the whole population in the study; therefore the questionnaire was based on a sample of the population. 3.3.2 Determine sample frame The sample frame lists the elements that are included in the population and its main purpose is to get a sample that is as similar as the whole population as possible. This seldom occurs in practice but the aim should always be to reach that (Selnes, 1994). Updated lists of the customer base with active customers were used in order to determine the sample and the exact procedure will be explained hereunder. 3.3.3 Sampling method In order to be able to generalize the whole population based upon the findings, it is necessary to use a probability sample (Schiffman & Kanuk, 2004). The criterion for a probability sample is that it should in advance be possible to decide how probable it is that each element is drawn and that the probability of doing so is greater than zero (Gripsrud & Olsson, 2000). There are two Page 34

directions in the sampling procedure and below is depicted a chart of which direction is chosen in this thesis (cursive, bold and arrows). Fig 6) Population Nonprobability Sample Probability Sample Convenience sample Simple random sample Judgment sample Systematic random sample Quota sample Stratified random sample Cluster sample A stratified random sample was used and within this, three different strata (subpopulations) were extracted. Stratified random samples are characterized by dividing the whole population into exclusively covered strata and then use simple random selection within each to get a representative sample. Stratified sampling techniques are generally used when the population is heterogeneous where certain homogeneous or similar groups can be isolated (strata). In addition, as mentioned previously, a probability sample is needed in order to be able to calculate statistical relations and since the purpose is to measure the CS and find variables that explain it, this type of sampling technique was chosen. In section 3.3.5 a thorough description of the stratified random sample procedure is undergone. 3.3.4 Sample size When deciding upon sample size there are various factors to consider and the main ones are discussed in this section. The resources for conducting the survey was at the beginning somewhat scarce, especially in relation to money but the company under investigation paid the postal fees of getting in contact with the respondents, the copy material and contest prices, all which made it possible to conduct a relatively large primary research. Page 35

It is a rule of thumb to have approximately 100 observations within each main group that are being analyzed, while 20-50 is appropriate when breaking it down to smaller clusters (Gripsrud & Olsson, 1999). There are three different products offered at Mejeribolaget and for each product it is an individually subscription, no matter if you order one or many products. Consequently, it made it convenient to divide the population after type of subscription, which covers the whole population. However, this doesn t exclude the fact that some customers actually subscribes to more than one product but the subscription procedure is set this way so it was decided that this was the most convenient option for extracting a representative sample. The grouping after type of subscription is not the main interest for the analysis but rather a way to generate a sample that is recognizable for the whole population and that can be used for smaller analysis concerning various aspects. Due to this fact, it was considered to be enough with 200-250 answers to base the analysis upon and with an expected response rate of 15-20% the number 1200 hundred was set to cover the needed size. 3.3.5 Sample elements and data collection A web questionnaire was used to collect the data and to get a statistical representative sample; probability sampling was used with a stratified random sample. A list from the company database was used to divide all active customers after type of subscription, which counted to three groupings, covering the whole population. The total percentage each group constituted were then calculated in the following way: Total number of subscribers in each specific group / total number of subscribers. The percentages from each group were then multiplied with the number of respondents who were to be in the survey, namely 1200 (see fig below). Due to the integrity of the company, total numbers of customers is not revealed. Instead, the classification is shown in percentage. Table 1) Population structure in percentage Sourdough 59,5% 714 Health 16,7% 200 Home 23,8% 286 100,00% 1200 Page 36

Given these exact numbers, random selection was conducted within each main stratum until these numbers were reached. After the random selection within each stratum was done the final sample appeared and the respondents within this were then notified by regular post and instructed to go online and conduct the survey. Fig) 7 The stratified sample procedure: Population 1 2 3 Sourdough Homemade Yoghurt Homemade Health Yoghurt 59,5% 23,8% 16,7% (% x 1200) Stratified Random Sample1200 3.4 Reliability and validity The reliability and validity concerns the research in the way of how good one measure and conduct it. According to Grennes (2001) each research has defects to some extent, thus the importance to go through these two concepts and relate them to the research. Reliability is defined as: The extent to which an experiment, test, or other measuring procedure yields the same results on repeated trials (nces.ed.gov), while validity is defined as: An indication of how well an assessment actually measures what it is supposed to measure. A valid assessment measures what it is supposed to measure and not extraneous features (syrce.org3). Page 37

To ensure the validity of the research, a probability sample was extracted from the population where each element in it had the same probability to be drawn. The process has been described above and according to the statistical laws this strengthens the validity of the research (Wenstøp, 1997). Reliability considers to what extent a measurement/experiment will be the same if it is conducted many times (Gripsrud & Olsson, 1999). According to Selnes (1994) the reliability of a research has to do with how the research is conducted and discusses reliability from three different views; in relation to the measurement tools, the data collection and the treatment of the data. The research method is also described above and works as an instruction guide of how to the survey is put up and how the data is collected. In the analysis the statistical software SPSS (www.spss.com) is used to measure relations between certain variables and will be depicted in such way that it is possible to redo the exact same procedure again. In addition to SPSS, the data collection program Questback has a function that makes it possible to transfer the data into different file formats. This is then used for presentation and analysis purposes and is also redo-able. 3.5 Source of errors According to Grennes (2001) a survey method always has errors to some extent and when using this type of method one has to be aware of the sources of errors that exist. There are mainly two sources of errors, whereas one concerns missing observations while the other concerns errors in the measuring part. The missing observation part considers; cover errors, none response errors and sample errors. Cover errors results when the population that is under investigation is not covered well enough. If the lists of customers in Mejeribolaget for some reason would not be updated and a sample is extracted from this, it would be an example of cover error. Non- response errors occurs when some of the respondents in the survey let be to answer it. If the respondent started to answer the survey but for some reason did not fulfill it, it was not recorded. The survey was sent to the server only when the final question was answered. The expected response rate was 15-20% and it turned out to be 16% after cleaning the data (a more thorough discussion about non-response errors is undergone in section 3.5.1). Sample errors can arise if one makes statement of the whole population on the background on the Page 38

sample population. Even if the sample method works properly, systematically errors can appear in the sample as a consequence of a high drop-out rate. The drop-out can either be explained by that the respondent does not want to participate in the survey or that the respondent forget to answer it (Selnes, 1994). Another type of sample error could be that the respondent answers the survey many times. This could have been the case here since the only id for the respondent was their e-mail. The respondent were sent information about the survey through post and then referred to an online address. Moreover, there is a slight chance that non-qualified people are included in the sample since the survey was put on the website, with open access to the public. 22 respondents were purposely excluded from the survey with the suspicion of being nonqualified. These respondents had not filled in that they used any of Mejeribolaget s products, which cannot be the case, since the notification of participating in the survey was sent to active customers only. However, there are slight chances that some of the respondents have entered through the website and indeed answered these questions even though they were not qualified to participate. If this is the case, it most likely is a result of the contest and the prizes which could be won due to participation. In addition, 227 respondents had to be eliminated from the survey due to a hacker activity. There was somebody who had copied the link of the survey and put it on another server letting non-qualified respondents participate and this was detected when there suddenly (over a two day period) started to pop in hundreds of answer with a short time interval between each. The survey had been online approximately two weeks when this occurred and according to the statistics from the previous days it was more common with 6-14 completed answers each day. In order to make the survey correct all the answers registered during these two days were eliminated and the survey was shut down. As a consequence, some correct answers registered within these two days also had to be taken away. Furthermore, if the survey could have been online for another week or two it probably would have generated around another 50-60 additional qualified answers. Nonetheless, after cleaning the data the remaining set of qualified answers added up to 191, which are the fundament for the analysis in the next chapter. Page 39

The other main source of error is measuring errors and these errors are characterized by the gap that arises between the actual collected information and the information initially wanted. The gap is usually detected after the data is collected. The reason for this can either be that the questions are leading/hard to understand or it can be errors in the communication between the respondent and the interviewer (Gripsrud & Olsson, 1999). Another error can occur when the respondent actually cannot answer the question, does not want to answer it or does not want to state the underlying truth. It should therefore be considered how sensitive or complicated the questions asked, are being perceived by the respondents. In order to minimize the effect of this, the survey was, as mentioned previously, pre-tested to some extent and rearranged thereafter. 3.5.1 Extended non-response error discussion In the recent years it has become more difficult to obtain high response rates for surveys in general. This is said to be due to various factors such as overflow of surveys in the market, bad design of the surveys, low personal interest for the research field and more. Response rates of 10-30% are common when carrying out customer satisfaction surveys and marketing research surveys with postal or web-based collections methods (www.customer-feedback-surveys.net; Dutka, 1994). Such response rates are very low and normally indicate biased results. Ultimately it could be said that this would never provide any clear insight in what the whole population actually thinks about the company. On the other hand, since it is difficult to reach very high response rates, some insight is usually better than none and even low response rates can provide the company with valuable information which it otherwise would not have got. The thing to keep in mind though, is that these results usually are biased and beneath the implications of low response rates will be discussed. Non-response error is usually divided into two categories, namely item nonresponse and unit non-response. Item non-response is related to the internal incompleteness of each respondents answering. The internal incompleteness in this survey was low and differed only with a few respondents skipping some questions, thus not affecting the overall accuracy in a significant way. However, the unit non-response was high in this survey as a result of the low response rate and biases the results. Unit non-response refers to respondents who do not answer the questionnaire and the response rate in the survey reached 16% which the analysis in the next chapter is based upon. Around 80% of the respondents are subject to unit non-response which makes the accuracy Page 40

for generalizations to the whole population of Mejeribolaget s customer base difficult. Since the survey had to be shut down earlier than planned, some respondents did not get the possibility to participate. Consequently, they are not considered subject to non-response error, rather fault to unforeseen events and the 80% estimation is based upon the estimated response rate of 15-20% with the shut-down of the survey in mind. It is not correct to say that the point of view of the 16% who answered is the same as for the remaining respondents who did not and there is no way to find out about this unless an analysis of the non-responders is conducted and then compared to the results of the 16% who did answer. There are various aspects of why and why not people do not participate in a survey and some researchers suggest that it is the very most satisfied customers that usually participate since they are most loyal to the company. In contradict other researchers suggest that it is the most dissatisfied customers who mainly participate since this gives them an opportunity to reveal their dissatisfaction toward the company (Hoffman & Bateman, 2001). Non-response has two effects on the data: first it introduces bias in estimates when non-respondents differ from respondents in the characteristics measured; and second, it contributes to an increase in the sampling variance of the estimates because the effective sample size is reduced from that originally sought. The accuracy of a sample is based on its absolute size and not its proportion to the population. A larger sample will always be more reliable than a smaller sample whatever the total size of the population. The size of a sample is usually put to around 200 as a minimum to give a reliable sample size (Hill et al., 1999). In this case the response rate was expected to be around 15-20% and with a confidence level of 95% with an error level of 7% it would be required to get approximately 189 answers to get an accurate sample size. In order to get the required amount of answers the survey was sent to 1200 people who were selected through a stratified random sample selection procedure as described previously. The theory suggests that it is the very most satisfied, most dissatisfied, people with higher education and higher income that usually answers to a survey when the response rate is low. Since the sample size is appropriate to base statistical foundations upon it is possible to generalize the results found in the analysis to the mentioned participants above to the similar groups in the whole population Page 41

but not the whole population itself. However, since there are no specific identification factors for these groups in the sample and no other factors that reveal any specific characteristics 2 it is difficult to state with precision which part of the population the results can be generalized to. In order to generalize the whole sample result to the whole population, the response rate should have been at least 50% and in theory 100% which rarely is the case (Hill et al., 1999). It is common to conduct a so called unit nonresponse analysis (analyze the ones who do not answer) and try to find similarities or differences between these and the ones who answered in order to square out the non-response bias. When conducting such analysis, it is of interest to send out reminders to the ones who did not answer or get in contact with them in some other way. The Questback software can send out reminders to the ones who do not answer the survey, given that the invitation to the survey is sent to the participant specific e-mail. Since no list of e-mail addresses to the customers existed this could not be conducted. Instead, the survey had to be entered through the website directly and the opportunity to use the reminder function for analysing the non-respondents as well as for increasing the response rate was not an option. Moreover, demographical facts of the non-respondents can also reveal differences. However, the fundament for conducting such analysis was not strong enough since no identification was kept of the selected participants and no demographical data could be withdrawn for comparison. In addition, no identification was recorded when answering the survey (in order to remain the anonymity of the participant) except the respondents e-mail address. The response rate was initially meant to be somewhat higher and incentives such as designing the survey in a satisfactory way, pre-notification via regular mail and a contest with prizes was used in order to obtain a higher rate. However, due to the hacking activity, the survey had to be shut down earlier than planned, which resulted in a lower response rate. Furthermore, the contest was meant to attract participants regardless of extremes in attitudes and to obtain a better overall spread in the sample but as mentioned above, this cannot be analyzed properly in order to find specific groups of the population. 2 No demographic factors revealed any divergent findings in the analysis and no socioeconomic factors were included in the survey, which made this issue more difficult to analyse. Page 42

In the analysis in the next chapter, the spread of the ones who answered will be undergone and the results of these answers are still an important indicator of how the business is perceived. However, is it necessary to bear in mind that the final results and conclusion are based on the 16% who answered and that they do not count for the whole population, thus generalizations should be approached with caution. The stratified sample was divided after type of subscription and it was found that the distribution was the following: Sourdough - 59,5% Homemade Yoghurt - 23,8% Health Yoghurt 16,7% Number of respondents turned out to be 191 after some data cleaning and the distribution did not turn out to be the same as in the original sample. It had the following distribution in the 191 sample: Sourdough - 41% Homemade Yoghurt - 37% Health Yoghurt 16% Health+Home 6% It can be seen that the Sourdough segment is underrepresented while the homemade yoghurt is overrepresented. The reason why this have occurred, besides the facts discussed above, might be related to the fact that many of the Sourdough customers are new customers in the company and thus not feel that they can contribute or be able to answer the questions in a satisfactory way. As a consequence they might have chosen not to participate. The Homemade Yoghurt segment have more respondents and this could indicate that there is a higher interest to participate due to dissatisfaction or satisfaction, in addition to the fact that Homemade Yoghurt customers have been in the company for a longer time and perhaps feel that they can contribute more to the survey than the Sourdough customers. As will be seen in the analysis in the next chapter, the age distribution between the Sourdough and Homemade Yoghurt segments is the same, which indicates that the bias does not seem to be affected by age. The Health Yoghurt segment has the same distribution. Page 43

The over- and underrepresentation in the Sourdough and Homemade Yoghurt segment makes clear generalizations to the whole population difficult and the results from the analysis within these can only be used to draw parallels in the examined sample. This still gives valuable insight, but not to the same extent as it would if being generalized to the whole population. The Health Yoghurt segment can be generalized to some parts of the population but not to the whole population as a consequence of the low response rate. Page 44

4. Data analysis This chapter will test and go through various aspects of the data collected through the survey and be put in relation to the research questions. There was a desire to generalize these results to the whole population and in the methodology it was described how the sampling procedure was conducted in order to extract a statistical correct test sample that would mirror the whole population. However, due to the high rate of non-response and over- and underrepresentation in the sample, this was not doable. Instead the analysis is related to this particular sample and generalizations should be approached with caution. Descriptive statistics, cross-tabulations and multiple regression was used for analyzing the data. Multiple regression (the estimated relationship between a dependent variable and more than one explanatory variable) was used to test which variables that predicted the product satisfaction and website satisfaction. All the data, except the data from the open box questions, was transformed into scale level, in order to be able to be regressed. Many of these were originally on a nominal level but were forced into scale level by dummy variables. By transforming the nominal data into scale it could be used to interpret certain data easier and to do statistical calculations. For example; ordering frequency is not on a scale level but by assessing dummy variables it is possible to find the mean for it and then approximate where among the different alternatives most customers score. It should however, be pointed out that this is not in order with a true statistical mean and thus used very skeptically and only applied where there is no room for misinterpretations. To find the variables that significantly predicts the dependent variable the t- number, depicted in the regression analysis output, was used in the selection. The procedure of finding the predictors was done by running regression tests in each of the six different categories depicted below which more or less followed the structure of the survey. Demographics and other features Yoghurt features Sourdough features Website features Product development features Service features Page 45

By testing within each category it was more probable to find the right variables and after finding these (if there was any) they were then regressed with stepwise selection until the independent variables that best predicted the dependent variable appeared. The significance level was set to a 5% level and the t-number varied depending on number of observations (degrees of freedom) and was read out from the standard t-distribution chart. Some tests that were conducted in this chapter had different number of observations which had to be confirmed with the right t-number since it differs from number of observations. If no detection occurred, correlation was used to detect if there was some variables in relation to another that were significantly high. Correlation does not, however, imply any direct causation but if found very high, can be further investigated to see what causes it. Parts of the data cleaning where described in the previous chapter stating that some respondents had to be manually deleted due to suspicion of being nonqualified respondents (refer to this part for a closer description). In addition to deleting those respondents, the data set has undergone eye scanning and where necessary, rearranged in a correct way. As an example; if the respondent did not fill in anything on the age category, this was coded into the do not want to state option. If this was not done, it would have generated an extra bar in the charts which is unnecessary. Furthermore, these types of errors where adjusted when detected in the frequency and descriptive run in SPSS. Remaining missing values that could not be rearranged were coded as discrete values in the analysis when necessary. Research Q1 - Are the customers satisfied with the current products? Section 4.1-4.3 will go through the three different products offered at Mejeribolaget and try to answer this research question. 4.1 Homemade Yoghurt This is one of the three products offered at Mejeribolaget and this section goes through various aspects of the Homemade Yoghurt segment, whereas some are more detailed than other. Not all of these are directly related to the problem statement but are convenient to look closer upon in order to make assumptions that can be related to it. In this case the data set was split to include only the customers who ordered Homemade Yoghurt and customers who ordered the combination Homemade Yoghurt+Health Yoghurt. The number of Page 46

observations was 79 whereas 68 was plain Homemade and the remaining 11 was combined Home+Health customers. 4.1.1 Age & Gender The age distribution (fig 9) had its high peaks stretching from 40-59, while the gender distribution was 91% females and 9% males. For the whole population sample (see section 4.7.1) the gender distribution was 83/17. This indicates that there are more women in this cluster and can be an important issue for Mejeribolaget to consider in the marketing activities. Fig 8) Gender distribution Homemade Yoghurt Segment Fig 9) Age distribution Homemade Yoghurt Segment Page 47

4.1.2 Overall satisfaction According to the CS theory the ones who scores at the highest satisfaction level are the ones who are most loyal and buy the most, while the ones who scores at the lower levels can be satisfied with the product but not as loyal. 44% scored at the highest level resulting in a high mean-value. The mean is not always such good measure since it can be included extremes in it that affect the output, thus the usage of median can be a more accurate measure and here the mean (6,1) and median (6,0) are approximately the same. The customers within this segment seemed to be satisfied but there were a relatively large amount scoring at level six and actions might be needed in order to increase the satisfaction one step higher. Fig 10) Overall CS - Homemade Yoghurt Percentage 50 40 30 20 10 0 44 34 14 1 0 1 5 1 2 3 4 5 6 7 Satisfaction 4.1.3 Purchase frequency and satisfaction In order to test the theory stating that highly satisfied customers actually buy more, crosstabs was run and is depicted on the next page. 77 observations were used while 2 had to be coded into missing values since the respondent had not filled in anything. The yoghurt deliveries in the Homemade Yoghurt segment come in different sizes and the ones who order 4 times a year get 4x20 liter, the ones who order 6 times a year get 6x10 liter and the ones who order 12 times get 12x10 liter. The result gave indications that highly satisfied customers do buy more. The 6 and 4 times per year alternative scored highest at satisfaction level 7, while the 12 times a year alternative was equivalent between satisfaction level 5, 6 and 7. This indicates that more frequent deliveries than 6 times a year does not seem to be affected of level of satisfaction to the same extent as with the other delivery frequencies and can perhaps be explained by the 4x20 alternative which might give enough yoghurt over a one year period. Page 48

Fig 11) Purchase frequency & satisfaction Homemade Yoghurt Segment Count 14 12 10 8 6 How often do you order Homemade Yoghurt? 1 time a year 2 times a year 3 times a year 4 times a year 6 times a year 12 times a year Don't remeber Don't know 4 2 0 1 3 4 5 6 7 To what extent are you satisfied or dissatisfied with Mejeribolaget s Homemade Yoghurt? 4.1.4 Satisfaction distribution between genders The women were more satisfied than the men; however, the number of observations in the men category was also fewer and thus the difficulty to state any clear connections. Table 2) Satisfaction vs. Gender Homemade Yoghurt To what extent are you satisfied or dissatisfied with Mejeribolaget s Homemade Yoghurt? Total 1 3 4 5 6 7 Female 1 1 4 7 23 34 70 Male 0 0 0 4 3 0 7 Total 1 1 4 11 26 34 77 4.1.5 Predictors of satisfaction - Homemade Yoghurt segment In order to improve areas that affect the satisfaction it is necessary to investigate what factors that influences them. The regression procedure described in the beginning of this chapter was followed with the overall satisfaction variable as the dependent one. After the stepwise selection was done the final regression was run and resulted in an R square of 75.3 %. This Page 49

indicates that the independent variables explain 75% of the variance in the dependent variable. The t-distribution on a two-tail confidence level of 5% with 70 degrees of freedom suggests a t-value of 1,994 (1,990 with 80 df). All t- values for the independent variables were over 1,994 and had a significance level which was less than 0,025. Table 3) Regression summary Homemade Yoghurt Std. Error Mode Adjusted of the l R R Square R Square Estimate 1,868(a),753,740,745 Table 4) Predictors of overall satisfaction Homemade Yoghurt Independ- Unstandardized Coefficients Standardized Coefficients Collinearity Statistics Variable B Std. Error Beta T Sig. Tolerance VIF (Constant) 1,34 0,319 4,197 0 Acidity 0,423 0,065 0,524 6,554 0 0,522 1,915 Consistence 0,299 0,066 0,358 4,495 0 0,525 1,904 Cust. Service 0,106 0,034 0,186 3,093 0,003 0,926 1,08 A 0,105 0,045 0,137 2,327 0,023 0,96 1,042 Depend. How satisfied are you with Mejeribolaget s Homemade Yoghurt? A= How satisfied are you with Mejeribolaget s Health Yoghurt? In other words, the acidity, consistence, satisfaction with customer service and level of satisfaction with the Health Yoghurt predicts the level of satisfaction in the Homemade Yoghurt segment. Level of satisfaction with Health Yoghurt is included in this dataset since some customers subscribe to both Homemade and Health Yoghurt. To be sure, an additional regression was run without the Health satisfaction variable which resulted in the same output, with only a minor change in the R-square. All these variables affect the satisfaction of Homemade Yoghurt positive (positive beta values), for example, if satisfaction increases with customer service, so does satisfaction with the Homemade Yoghurt. It can also be seen that it is the level of satisfaction with the acidity that moves that satisfaction for Homemade Yoghurt the most. All these variables can be said to have a natural connection with the level of satisfaction but still it is useful to test it in a statistical manner. No relationships between gender, age, occupation, and county were found to affect the satisfaction, nor did any of the remaining variables either. Page 50

4.2 Health Yoghurt This is the second of the three products offered at Mejeribolaget. Number of observations in the Health segment counted to 42 including those respondents who subscribed to both Health and Homemade Yoghurt. In specific; 31 Health and 11 Health+Home. 4.2.1 Age & Gender The age distribution was found to be higher in the Health Yoghurt segment than in the Homemade Yoghurt segment. In the bar chart below it can be seen that the main peak is at the age 60-64 and equivalent peaks at 40-44, 50-54 and 65-69. For marketing purposes this could be an aspect to consider. The gender distribution in the Health Yoghurt segment was found to be the same as for the whole sample population, namely 83% women and 17% men. Fig 12) Age distribution Health Yoghurt Segment 25 20 Percent 15 10 5 0 80+ 70-74 65-69 60-64 55-59 50-54 45-49 40-44 35-39 30-34 4.2.2 Overall satisfaction The overall satisfaction with the Health Yoghurt was found to be higher than for the Homemade Yoghurt. 60% scored at the very satisfied level and the median value was 7 while the mean was 6,08. Considering the CS theory these customers would be more loyal than the others and also buy more. Fig 13) Page 51

Overall CS - Health Yoghurt Percentage 80 60 40 20 0 60 23 5 0 5 5 3 1 2 3 4 5 6 7 Satisfaction 4.2.3 Purchase frequency and satisfaction In the Health Yoghurt segment the 10 litre alternative is the standard order interval with few exceptions. It can be seen that the 12 times a year alternative is more frequent here than in the Homemade Yoghurt segment and is probably due to the fact that the 20 litre alternative is not offered as a standard option in the Health Yoghurt segment. The purchase frequency seems to increase with level of satisfaction in this segment too and coincide with the theory stating that highly satisfied customers buy more. Fig 14) Purchase frequency and Satisfaction Health Yoghurt segment Count 10 8 6 How often do you order Health Yoghurt? 1 time a year 2 times a year 3 times a year 4 times a year 6 times a year 12 times a year Don't remember 4 2 0 1 3 4 5 6 7 Page 52

4.2.4 Gender and Satisfaction It might be difficult to conclude a definite pattern for the gender and level of satisfaction but it was found that the men in this segment were more satisfied compared to the men in Homemade Yoghurt segment. This can of course depend on the character of the product. A regression were run and revealed no significant relationship between gender and satisfaction and the finding here should be interpreted with caution. Table 5) Satisfaction vs. Gender Health Yoghurt To what extent are you satisfied or dissatisfied with Mejeribolaget s Health Yoghurt? Total 1 3 4 5 6 7 Female 2 2 2 1 7 19 33 Male 0 0 0 0 2 5 7 Total 2 2 2 1 9 24 40 4.2.5 Predictors of satisfaction - Health Yoghurt segment The regression analysis did not find any significant predictors for the Health Yoghurt segment that were not subject to multi-collinearity (VIF numbers of 10-50). In order to double check this finding, all respondents who used a combined subscription of Health+Home were excluded and a new regression was run, still without any significant predictors. Instead, a Pearson s two-tailed correlation was run in the combined dataset which generated the following significant correlations on a 0,01 and 0,05 level. Table 6) Correlation against overall satisfaction for Health Yoghurt Sign level Variable 0,05 0,01 Order frequency Health - 0,317 Consistence 0,588 Acidity 0,468 Flavor Natural 0,344 Ordering function website 0,311 These indicated some linear covariance between them and the satisfaction but not strongly enough to explain the predictors for the satisfaction. For Mejeribolaget s sake it could be the case that the factors that influence the Homemade segment have some applicability to the Health Yoghurt segment Page 53

since the two products are similar but should be approached with caution. The sample, do show, that the customers are more satisfied, but this could be a coincidence since the statistics does not find any significant relation. It also was of interest to study if the yoghurt customers were satisfied with the current tastes and the yoghurt characteristic, moreover, to see if it was popular to use their own flavors when making the yoghurt. Fig 15) Satisfaction with yoghurt acidity and consistency 55 55 50 50 45 45 Konsistens Syrlighet Konsistens Syrlighet 40 40 35 35 30 30 25 25 20 20 15 15 10 10 5 5 0 0 1 1 2 2 3 3 4 4 5 5 6 6 7 7 The acidity and consistence were more or less equally appreciated with a median of 7 (percentage on the y-axis and satisfaction on the x-axis). This is a high satisfaction score and it can be assumed that the customer enjoy the current characteristics of the yoghurt. This is also two of the predictors for the overall satisfaction in the Homemade Yoghurt segment. The satisfaction of the flavors, depicted on the next page, is widely spread and there is only very high satisfaction level for the natural flavor, which also was found to correlate with the overall satisfaction for the Health Yoghurt. For the pre-determined flavors, vanilla was the one that scored highest on the satisfaction level and the remaining flavors had its peaks around level 6. This can be interpreted as that the customers like the flavors but could be open for new flavors or development of the existing ones. How one like the tastes is of course very individual but it appears that the flavors does not cover the customers preferences to the full extent. The natural flavor scored highest and is most likely explained by the fact that the customer can mix there own flavors after mood and preference. 65% of the yoghurt respondents said that they used their own flavors when preparing the yoghurt, with jam or berries as the main flavor Page 54

blend. Within these 65%, 17% filled in the open end question where they wrote which flavors they preferred when preparing the yoghurt. This data, in addition to the above can be used by Mejeribolaget if considering launching new flavors. Table 7) Satisfaction with flavors Mean Median Natural 5,93 7 Vanilla 5,66 6 Forrest Fruit 5,3 6 Raspberry 5,14 5 Strawberry 5,1 5,5 Peach 4,81 5 Tropic 4,69 5 4.3 Sourdough This is the final of the three products and the most sold among them. The Sourdough segment counts for 41% of the overall distribution and more with the combinations included. The dataset counts to 78 observations and are sorted after respondents who only orders Sourdough. 4.3.1 Age & Gender The age in the Sourdough category has it main peek at the 45-49, while the majority stretches from 40-59 years (see fig 16 next page). This is the same distribution as it is in the Homemade Yoghurt segment and in the overall age distribution (see section 4.7.2). The gender distribution also follows the same pattern, 79,5 % women and 20,5% men. Page 55

Fig 16) Gender distribution Sourdough Segment 25 20 Percent 15 10 5 0 70-74 65-69 60-64 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 Under 20 4.3.2 Overall satisfaction There is a high satisfaction level in the Sourdough segment and compared to the other two products the Sourdough segment includes most very satisfied customers scoring at level 7. Fig 17) Overall CS - Sourdough Percentage 80 60 40 20 0 62 26 12 0 0 0 0 1 2 3 4 5 6 7 Satisfaction If adding the satisfaction level from 5 and up to 7 in each of the product categories it adds up to the following: Page 56

Homemade Yoghurt 92% Health Yoghurt 86% Sourdough 100% Worth notifying though, is that surveys which uses extremes (such as done in this survey) in the one end stating very dissatisfied and in the other stating very satisfied, often makes the respondent to answer more polite. This is stated in the general theory of CS and is one reason why the focus should be at whether or not the customers score at the very highest level. Nonetheless, the scaling is in accordance to the theory but one should not jump to conclusions too quick based on a chart. The customers in the Sourdough segment are not 100% truly satisfied but scores higher compared to the other two. 4.3.3 Purchase frequency and satisfaction The purchase frequency increases with level of satisfaction in this segment too (see fig 18 next page) and the maximum order frequency 6 times a year 3 is highly represented at satisfaction level 7. It was also of interest to see how the baking frequency and ordering frequency were related and crosstabs were run to see the distribution (see fig 19 next page). A normal Sourdough delivery consists of two Sourdough packages which is enough for making around 16-20 bread. Quite many bread can be baked before a need of reordering occurs and it seems like the maximum order alternative covers the baking frequency well and that there is little room for increasing this. 3 One exception though is the 12 times a year alternative which at rare occasions are allowed. Page 57

Fig 18) Purchase frequency and satisfaction Sourdough Segment Count 25 20 15 10 How often do you order Mejeribolaget's Sourdough? 1 time a year 2 times a year 3 times a year 4 times a year 6 times a year 12 times a year Don't remember Don't know 5 0 5 6 7 How satisfied or dissatisfied are you with Mejeribolaget's Sourdough? Fig 19) Purchase frequency and baking frequency Sourdough segment Count 12 10 8 6 How often do you order Sourdough culture? 1 time a year 2 times a year 3 times a year 4 times a year 6 times a year 12 times a year Don't remember Don't know 4 2 0 1 time a week 2-3 times a week 1 time a month 2 times a month How often do you bake bread? A couple of times a year Page 58

4.3.4 Gender and satisfaction The distribution of satisfaction in relation to gender was the same for both males and females and no special connection was found. Table 8) Satisfaction vs. Gender - Sourdough How satisfied or dissatisfied are you with Mejeribolaget's Sourdough? 5 6 7 Total Female 7 15 39 61 Male 2 5 8 15 Total 9 20 47 76 4.3.5 Predictors of satisfaction - Sourdough segment No set of significant predictors were found in the multiple regression and what exactly predicts the satisfaction in the Sourdough segment were not uncovered. Instead, a Pearson s correlation were run and found significant correlations on the following variables. Table 9) Correlation against overall satisfaction for Sourdough Sign level Sign level Variable 0,05 0,01 Variable 0,05 0,01 Bread recipe - Light 0,383 Feeling of Homemade 0,242 Bread recipe - Dark 0,386 New products Herbs 0,304 Bread recipe - Special 0,289 New Products - GI 0,228 Characteristic - Taste 0,132 Website - Content 0,269 Website - Userfriendly Freshness 0,269 0,301 Healthiness 0,261 Website - History 0,229 Services - Product line 0,269 None of the correlations was particularly high and worth investigating further in relation to the overall satisfaction. This indicates that there might be factors outside this survey that decides what affects it. However, it was found the following in relation to the correlated values above: There is a relatively high level of satisfaction for all the bread recipe categories median of 6 Page 59

The characteristics that affect the decision of preparing yoghurt or bread is highly important for the customers median of 7 There is a relatively high interest for herbs and products with low glychemic index GI median 6 There is not so high satisfaction with the web content median 5 There is a relatively high level of satisfaction of the user friendliness in the website median 6 There is a relatively high interest for getting recipes from other customers at the website median 6 There is not so high satisfaction of the current product offerings median 5 The bread recipes that Mejeribolaget offers are appreciated but when looking into the open box question (attachment 1) it can be seen that there are customers who have been in Mejeribolaget for a long time who have all the recipes and wish to get new ones. Moreover, there are suggestions for putting an appendix in the recipe folder to easier find the recipes when baking. These together with additional thoughts and the satisfaction scores can be used for developing the recipe concept. The qualitative data will not be analyzed in detail but can be read by the management of Mejeribolaget and work as an input guide. It should of course be approached with caution and not be drawn conclusions to the whole population on the basis of these. Research question 2 - Is there a demand for new products? In the coming section the analysis will try to answer whether or not the customers at Mejeribolaget wants new products and which ones that could be a possible alternative. 4.4 New Products The question that asked the respondent whether or not it was of interest with a larger product offering within Mejeribolaget was shown for the whole sample population of 191 respondents. 65% answered that it would be of interest. To see if it was more important with new products or with developing the existing ones, a question was asked to uncover this. The majority wanted both new products and development within the existing ones. In addition, it was of interest to test the difference in interest for certain products between those who wanted new products and those who did not. A pre-determined set of potential Page 60

products where listed to all respondents where they could choose among eleven different products and state to which degree the particular product was of interest for them. The level of interest between them individually and together is shown on the next page in a descending order. Table 10) Level of interest for new products Customer who wish Customer new products who do not in want new Mejeribolaget products Combined who want & don't want Mean Median Mean Median Mean Median Herbs 5,71 6 Herbs 5,11 5,5 Herbs 5,5 6 GI 5,5 6 GI 4,72 5 GI 5,23 6 Health 5,46 6 Cookbooks 4,56 5 Health 5,07 5 Home cheese 5,33 6 Health 4,32 5 Cookbooks 5,06 5 Cookbooks 5,33 6 Food advice 4,29 4 Home cheese 4,69 5 Home sour milk 4,81 6 Exercise advice 4,22 4 Food advice 4,6 5 Vitamins 4,77 5 Vitamins 4,13 4 Vitamins 4,56 5 Food advice 4,77 3 Home cheese 3,68 3,5 Exercise advice 4,38 4 Exercise Exercise Homemade sour advice 4,47 4,5 products 3,48 4 milk 4,24 5 Exercise Homemade products 4,17 4 cheese 3,24 2 Exercise products 3,92 4 Dieting Dieting products 3,46 3 products 2,72 2 Dieting products 3,2 3 The customers who wanted new products were more positive toward all of the pre-determined choices while the ones who did not want new products were less attracted to the same products. Despite the split among them, it was the same products that scored highest. In this case, herbs and products with low glychemic index (GI) had the highest interest level, no matter respondent s desire of new products in Mejeribolaget or not. These were closely followed by Health products and cookbooks. In the introduction it was mentioned that Mejeribolaget considers launching products such as homemade cheese, homemade souring milk and products with low GI. From the results, the GI products clearly indicated a high interest level, while the cheese and souring milk were not as obvious. Thus the latter two should be approached with caution and further research around them might be necessary before a launch. Page 61

In order to find further associations, an open textbox question was put in the end of the new product -section where the respondents could fill in their own ideas and opinions (attachment 1). Furthermore, a question considering to what degree some pre-determined characteristics affected the respondent s choice of baking or preparing Homemade Yoghurt were asked. This was asked to get an understanding of why the customers preferred to make their own food and to be used in relation to the product development. The results revealed that the five following factors had strong affection of their choice of making homemade food: 1) Control over ingredients 2) Taste 3) Freshness 4) Healthiness 5) Feeling of homemade Tradition Economy The remaining two factors, Tradition and Economy did not have the same level of importance and it might indicate that the customers are not as price sensitive when considering the homemade alternatives. Research question 3 - Are the customers satisfied with the company website? The following section will try to answer whether or not the customers are satisfied with company website and if there are a need for development within this. 4.5 Company Website Since all respondents entered the website in order to answer the questionnaire they were shown questions concerning the website, irrespective whether they had been there or not before. This was afterwards considered to give the wrong indications since it can be difficult to state the functions of service you never used before. Thus, the dataset was split only to include the ones who stated that they had been at the website at some other occasion, which turned out to be 70% of all respondents. Number of observations in this set was counted to 134 of the overall 191. Page 62

4.5.1 Visiting frequency and satisfaction with website features Fig 20) Website Visting Frequency 80,0% 60,0% 40,0% 20,0% 0,0% 3,7% 0,7% 1 a week 2-3 times a week 18,7% 1 a month 7,5% 2-3 times a month 69,4% A couple times a year First a question was asked to see how often the respondent visited the website and approximately 2/3 of the respondents visited the website a couple of times a year. There are at the present time no server data that can confirm this but if implemented it can be crosschecked with these findings at another occasion. The next step was to find out how satisfied they were with the main features. This revealed that the satisfaction for the current features was not especially high and the respondents were most satisfied with the product information and least satisfied with the bonus shop. The bonus shop issue is a returning issue in the open box questions. Many of the respondents stated that they wished a new layout for the bonus shop and that the previous one was better, considering the collected bonus points and what you could buy for them. This can be an important issue to consider when developing the website. Table 11) Satisfaction with website features Mean Median Productinformation 5,42 6 User-friendliness 5,31 5,5 Ordering function 5,15 5 Content 5,12 5 Layout 4,99 5 Bonus shop 4,08 4 Moreover, it was of interest to see if there were some new features that would be of interest for the customers and they were asked to grade their level of interest for the four pre-determined features, listed in table 12 on the next page. Page 63

Table 12) Interest for new website features Mean Median Personal login function 5,63 6 Online recipes from other customers 5,21 6 Discussion forum 3,51 4 History of Mejeribolaget 3,32 3 There is at the present time no personal login function at Mejeribolaget s website and the result revealed a somewhat high interest for this function and for the online sharing of other customers recipes. Since Mejeribolaget sell their own recipes this might be dangerous to include but still worth notifying. For the last two features, discussion forum and history of Mejeribolaget, the interest level were found to be very low. The low interest for a discussion forum might be related to the low visiting frequency. 4.5.2 Overall satisfaction of the website After looking at the level of satisfaction for current and new features, the overall satisfaction of the website was measured and a moderate interest was found with few respondents scoring at the very satisfied level (12%). As mentioned previously, the CS theory states that the ones who scores at the very satisfied level are the ones who are most loyal to the company and since the main interaction with Mejeribolaget is through the website it might be necessary to increase the overall satisfaction of the website. Fig 21) Overall satisfaction - Website Percentage 30,00% 20,00% 10,00% 0,00% 26% 25% 27% 12% 9% 0,00%0,9% 1 2 3 4 5 6 7 Satisfaction Serie1 Page 64

4.5.3 Predictors of the website satisfaction The next issue was to examine the predictors of the website satisfaction. A regression was run with the overall satisfaction variable as the dependent one and tested against the current features variables and the new features variables. After a stepwise selection, the following model was found with a R square of 31,5 % This is a weak model but still enough to explain some of the variance statistically. Table 13) Regression summary - Website Std. Error Mode l R R Square Adjusted R Square of the Estimate 1,561(a),315,294 1,703 Table 14) Predictors of website satisfaction Unstandardized Standardized Coefficients Coefficients B Std. Error Beta t Sig. VIF (Constant) 3,602 0,923 3,903 0 Visiting frequency -0,421 0,143-0,219-2,951 0,004 1,033 Satisfaction with content 0,286 0,095 0,277 3,021 0,003 1,586 Satisfaction with layout 0,199 0,08 0,225 2,498 0,014 1,525 Interest of recipe collection on the website 0,189 0,072 0,195 2,63 0,01 1,038 The four variables depicted in the output above, were found to have significant affection on the overall satisfaction. As the visiting frequency decreases so does the satisfaction, which is a natural explanation. Furthermore, if the satisfaction for the content, layout and interest for online recipes increases so does the overall satisfaction. Some other independent variables almost reached the significance level during the stepwise regression and a Pearson s two-tailed correlation was run for all website variables and compared to the overall satisfaction variable. This resulted in significant correlation in the following variables (shown in table 15 on the next page). Page 65

Table 15) Correlation against overall satisfaction for the Website Sign level Variable 0,05 0,01 Product info 0,526 Content 0,56 User friendliness 0,495 Layout 0,685 Bonus shop 0,507 Recipes 0,239 Mejeribolaget's history 0,222 A new regression was run with the correlated variables against the overall satisfaction and the R square became higher but without any significant relationship among the independent variables. The feature that the respondents were least satisfied with was the bonus shop and the correlation hint a relation to the overall satisfaction but is not explained by it. However, with the findings in the open textbox question concerning the bonus shop this is worth notifying and keep in mind for future decisions regarding the bonus shop. By improving the content and layout on the website it might be possible to increase the overall satisfaction for it. This is an issue to consider for Mejeribolaget since the overall satisfaction is not especially high at the current time. Research question 4 - Are the customers satisfied with the services offered? This was the final of the four research questions and the questions considering these came in the end of the survey. In order to keep the respondents alert and interested in the survey the survey was limited to a certain number of questions which came at cost for thoroughly investigating the details of the service quality. However, overall satisfaction questions were asked and will be undergone herein. 4.6 Satisfaction with services All respondents were shown the service questions and number of observations in this set counted to 191. In the survey it was six questions considering the services at Mejeribolaget including the overall satisfaction for the website. The website question is excluded here since it has been described in the previous sections Page 66

4.6.1 Overall satisfaction Out of the five service questions, three of them scored at a higher satisfaction level with a median of 6. The current payment method turned out to be the service that the respondents were most satisfied with, closely followed by delivery times. These are functions that seem to work properly and perhaps no need to look closer upon. The satisfaction for the customer service also scored at a relatively high level with a median of six. The satisfaction for the amounts of products offered was not satisfactory, scoring at a median of 5. As described previously, 65% said that they were interested in more products at Mejeribolaget and it seems to be consistency in the respondent s answering. Opening hours at customer service scored lowest and indicates that actions might be needed at that particular service in order to increase the overall satisfaction of the services offered. Table 16) Satisfaction with services Mean Median Payment method 5,83 6,00 Delivery times 5,8 6,00 Customer service 5,49 6,00 Product line 5,03 5,00 Opening hours at customer service 4,58 5,00 It can be seen that some services needs improvement in order to increase the level of satisfaction within each and it might be necessary to use other methods for measuring service quality such as the Servqual method, described in the theory chapter, in order to the extract the variables that affect it and what actions that needs to be taken. 4.7 Demographics The demographics can be useful for marketing activities and are shown to get a basic insight of how the whole sample population is built up. 4.7.1 Gender distribution Women are the dominant gender at Mejeribolaget and constitute 83% of the customer base. This distribution was more or less consistent throughout the Page 67

different product segments, except for the Homemade Yoghurt segment which constituted 91% women and 9% men. Fig 22) Gender Distribution 17% 83% Male Female 4.7.2 Age distribution The age distribution stretches from 20-80 years with the majority between 40-59 years old. This was also relatively consistent except from the Health Yoghurt segment where the age, in general was older. Fig 23) Age distribution a 80+ b 75-79 c 70-74 D 65-69 E 60-64 F 55-59 G 50-54 H 45-49 I 40-44 J 35-39 K 30-34 L 25-29 m 20-24 Under n 20 o N/A 21 20,5 % 21 20,5 % 20 20 19 19 18 18 17 17 16 15,3 % 16 15,3 % 15 14,2 % 15 14,2 % 14 14 13 12,1 % 13 12 12,1 % 12 11 11 10 % 10 10 % 10 9 9 8 7,4 % 7,4 % 8 7,4 % 7,4 % 7 7 6 6 5 4,2 % 5 4,2 % 4 3,2 % 4 3,2 % 3 2,1 % 3 2 2,1 % 1,6 % 1,6 % 2 10,5 %0,5 % 0,5 %0,5 % 10,5 %0,5 % 0,5 %0,5 % 0 0 a=1 a=1 b=2 b=2 c=3 c=3 d=4 d=4 e=5 e=5 f=6 f=6 g=7 g=7 h=8 h=8 i=9 i=9 j=10 j=10 k=11 k=11 l=12 l=12 m=13 m=13 Average value : 7,55 Standard deviation : 2,11 Median : 7,00 Average value : 7,55 Standard deviation : 2,11 Median : 7,00 n=14 n=14 o=15 o=15 Page 68

4.7.3 Occupation 83,2 % of the respondents are either married or cohabitants. A large amount of the respondents have 1-2 children living with them. This could perhaps be related to the age distribution and be further investigated by studying the lifetime cycle and find certain characteristics for this type of family situation. This input can then be applied for marketing purposes and in the end result in higher satisfaction among the customers. 4.7.4 County The county distribution is more or less the same all over the country. The larger cities have more counts on the distribution but also have more inhabitants which appear to be normal. 4.8 Segmentation Due to the boundaries of this thesis a deeper segmentation analysis is not conducted but briefly discussed with some highlights. 4.8.1 Subscription structure At the present time the customers are divided after subscription and it was of interest to see the spread among the population and if there were many customers who subscribed to more than one product. The cross-tabulation analysis revealed that it is the Sourdough segment which constitutes the largest part followed by the Homemade Yoghurt segment. These two answered for approximately two thirds of the distribution, while the remaining third mainly was combined distributions. All three subscriptions combined, only constituted 4% while the combination Health+Sourdough and Home+Sourdough constituted approximately one fourth of the population (see fig 24 next page). This indicates that bundling offers can be of interest in relation to marketing activities, especially for the Health Yoghurt subscription which only constitute 6% when standing alone. Page 69

Fig 24) Subscription structure 6% 4% 13% 24% 2% 10% Sourdough+Home+Health Sourdough+Home Sourdough+Health Sourdough Home+Health Home Health 41% Page 70

5. Discussion and Conclusion 5.1 Satisfaction with the Homemade Yoghurt The overall satisfaction of this segment scored relatively high but it can be seen that there still is space for improvement in order to increase the satisfaction level. It was found that the ones who scored at the highest satisfaction level did buy Homemade Yoghurt more frequently within the 4 and 6 times a year interval. It was found that the satisfaction with the acidity and consistence of the yoghurt along with the satisfaction of customer service explained 75% of the variance in satisfaction of the Homemade Yoghurt. However, the regression did not explain why the customers did not buy more. With the CS theory in mind, stating that higher satisfaction normally increases the sales, it seems to be of importance to increase the level of satisfaction in this segment, which according to the regression model is done by improving the satisfaction for the customer service, the Health Yoghurt, the acidity and consistency. 5.2 Satisfaction with the Health Yoghurt The level of satisfaction in this segment was somewhat higher than in the Homemade Yoghurt segment, with more customers scoring at the highest satisfaction level and the purchase frequency increased with level of satisfaction. No significant predictors of what affected the satisfaction were found. Therefore, actions based on increasing the level of satisfaction in this segment do not have any statistical fundament and generalizations of the whole population should be looked upon with caution. The dataset for this segment only included 42 observations and for future studies, it is suggested to include more respondents. The age distribution in this segment was the only one that differed among the three product segments. The Health Yoghurt segment contains an elderly population and this might be explained by the idea that people who eat yoghurt live longer. However, this is a speculation and should not be put too much weight upon. 5.3 Satisfaction with the flavors and characteristics of the yoghurt The different yoghurt flavors and characteristics applies to both the Homemade and Health Yoghurt products and it was found that the satisfaction for the yoghurt characteristics was very high, while not as high for the pre-determined flavors. Vanilla and forest fruit scored highest among the six flavors at a Page 71

satisfactory level. However, they did not score as high as the natural flavor which scored at a very high level. As mentioned in the analysis, the natural flavor is subject to individual blending and it was revealed that a large amount of the customers mix their own flavors with either berries or jam. In relation to the four flavors which scored at a low level, a notification should be put to mind. However, since no statistical relations were found between overall satisfaction and flavors it might not be very important, but scoring at the higher satisfaction levels usually comes out better in the end. The customers might stick with company s products as long as they are satisfied with certain issues but competition and other factors might change this and being best in all areas is recommended. 5.4 Satisfaction with the Sourdough The satisfaction within the Sourdough segment is high and a large amount of the customers score at the highest level. According to the theory, it is at this level the situation is best, considering loyalty, purchase frequency and retention. The maximum ordering frequency was highly represented at the highest satisfaction level which is in accordance with the theory. Crosstabs between ordering and baking frequency revealed that the maximum ordering frequency, 6 times a year, covered the baking frequency well and that there seemed to be little room for increasing it, given the amount of bread you can bake from a sourdough package. This was not significantly stated and the final ideas around this issue should not be determined by this discussion. No significant predictors were found for the overall satisfaction in the Sourdough segment and thus make it difficult to exactly point out what affects it. This needs to be examined further in order to recommend any clear guidelines for the satisfaction in this segment. The qualitative set can be used for preparing a new questionnaire, that includes some of these thoughts or a focus group can be set up to get deeper understanding for this particular segment. 5.5 Interest for new products As described in the introduction certain products have been considered as potential new products and one purpose of this thesis was to study the interest level of those. It was of particular interest to study the interest for homemade cheese, Homemade souring milk and products with low glychemic index (GI). 65% of the full sample population stated that it would be of interest with more products in Mejeribolaget whereas it was a desire of both new products and developments within the existing ones. It was found that products with low GI Page 72

scored among the highest with herbs at the very top. Homemade cheese scored fairly high, along with cookbooks and health products. The homemade souring milk did not score particularly high and it is not recommended to launch this without further analysis. GI products together with herbs seem to be the best options in relation to new products within Mejeribolaget. Moreover, the following characteristics had very strong affection of the decision of making homemade food. Control over ingredients Taste Freshness Healthiness Feeling of Homemade Adapting these characteristics to GI product and herbs would be a good choice considering the uncertainty involved with a new product launch. For further input, the answers in the open textbox question can be used (attachment 1). 5.6 Satisfaction with the website The overall satisfaction with the website was found to be low which indicates that actions might be needed in order to improve it. The satisfaction with the current features also indicated a relatively low level of satisfaction, except for the product information feature. It was found in the regression model that the satisfaction for content and layout affected the overall satisfaction to some extent but this was a weak regression model which only explained 31,5% of the variance. The satisfaction of the content and layout also scored at a low level and it is recommended to work with these features in order to increase the overall satisfaction. The visiting frequency turned out to be low and the main group stated that they visited the website only a couple of times a year. Potential new features were also tested against the sample population and it was a high interest for a personal login function and for online recipes from other customers. The latter also explained the overall satisfaction to some extent in the regression model but since recipes is a product that is sold in relation with the Sourdough concept it might be dangerous to implement the free use of recipes online. On the other hand, it could attract more visitors to the website which in turn can lead to higher satisfaction of the website and the company in general. The satisfaction for the bonus shop scored at the lowest level but was a feature that many respondents wanted to be improved, stating this in the open textbox field (attachment 1). The bonus shop is a service that rewards the Page 73

customers who have collected bonus points throughout a longer period of time and these customers usually are the ones who are more loyal and interested in the company. By having a satisfactory bonus shop it gives the customer the feeling of that little extra and attracts more visitors to the website. In addition, the theory stating that 20% of your customers constitute 80% of the sale is in place to mention here. It is recommended to work on the bonus shop features in order to make these customers more satisfied and to keep them loyal. 5.7 Satisfaction with the services As mentioned in the analysis the depth of the service satisfaction was not uncovered in this research but a brief overlook of the most common service features were studied. It was found a relatively high satisfaction with the payment method, delivery times and customer service. Customer service was also revealed to strongly influence the overall satisfaction of the Homemade Yoghurt segment, as discussed in the beginning of this chapter. What influenced the customer service satisfaction was not analyzed but it might be related to the opening hours at customer service which scored at the lowest level among the service features. By improving the satisfaction of the opening hours, it perhaps increases the satisfaction for the customer service in general. The satisfaction of the amount of products offered in the current product line was not satisfactory and might be correlated to the high interest for more products distributed via Mejeribolaget (see section 5.5). Further analysis on the service quality is recommended in order to get a deeper insight about the specific factors that affects the service quality. 5.8 General demographics & segmentation The gender distribution at Mejeribolaget is 83% women and 17% men with the main age stretching from 40-59. 83% of the customers are either married or cohabitants, while the remaining is single. It is also common that the customers have one or two children living at Home. The county distribution did not reveal anything particular and the respondents were equally spread around the country. For the purpose of marketing activities it is recommended to study the lifetime cycle and specifically investigate the family situation with one or two children living at home. This might reveal new input which can be applicable for both targeted marketing and give ideas about new products. Page 74

Each product at Mejeribolaget is sold as an individual subscription with a separate invoice. The analysis of the subscription distribution found that ¼ of the population subscribed to more than one product with the following combinations; Sourdough+Home and Sourdough+Health, representing 13% respectively 10%. At the current time there are no bundling offerings between the subscriptions but the results indicated that there is room for applying this concept. Bundling offerings is common practice in many companies today and is usually attractive. By offering the combinations at a lower price it can attract those who have considered buying more products but that have found it inconvenient with two invoices and the total cost. In the long run it can generate larger sales volumes than it would separately and thus generate higher revenue. 5.9 Concluding remarks The purpose of this study was to investigate the satisfaction level of Mejeribolaget s customer base in relation to the company products, services and website and in addition, to study the interest for new product offerings. It was of interest to generalize the findings to the whole population, but due to the low response rate this could not be done in a statistically significant manner and the results and implications found from the survey is only related to the studied sample and conclusions toward the general population should be approached with caution since the results is subject to bias. The level of satisfaction for the products was highest for the Sourdough segment followed by the Health Yoghurt segment and finally the Homemade Yoghurt segment. It can be stated that there are room for improvement to secure more loyal customers and possible higher sales volumes. The overall satisfaction of the website and its features revealed that there is a need for improvement, as the scoring did not reach a satisfactory level. High interest for new website features was found and implementing these together with improvements of the content, layout and bonus shop, can be a way to increase the satisfaction to a higher level. The examination of the service satisfaction could not be performed thoroughly due to the total length of the survey and a brief measurement of the most common features was conducted, revealing a relatively high satisfaction for some of the services, while lower for others. Further research on this area is recommended in addition to extend the opening hours at the current customer Page 75

service. Approximately two thirds of the sample population had desire to see more products distributed via Mejeribolaget including both new products and development within the current product line. The demographics revealed a basic insight in the gender, age, occupation and county distribution with no remarkable findings. The segmentation part considered bundling offerings based upon the distribution of the current subscriptions. It was found that a fourth of the sample population ordered more than one product and that using bundling offerings can be a way to attract more customers and increase the revenue in the long run, due to the increased sales volume it most likely would generate. Overall the customers in the sample seem to be fairly satisfied with the company as a whole but not overwhelmingly satisfied and there is room for further improvements in certain sections of the company in order to increase the satisfaction level to the safer side. This would in turn, according to the current theories on the field of CS, make the customer more loyal, leading to higher retention and in the end generate more profit for the company. In addition, strengthen the barriers for the customers to not switch company or end the relationship. Mejeribolaget operates in niche segment and are dependent of unique products and services that suit the demand and need of the customers. By always keeping their customers highly satisfied, developing new strategies and adapting their products and services, they will be better suited for the future, stand stronger against competition and the success of the company becomes more predictable. Page 76

Reference list Books Aaker, David A. 2001. Strategic Market Management. John Wiley & Sons, Inc. New York. Bhote, Keki R. 1996. Beyond Customer Satisfaction to Customer Loyalty The key to greater profitability. AMA Membership Publications Division, New York. Deschamps, J.P & Nayak, P.R, 1995. Product Juggernauts: How Companies Mobilize to Generate Stream of Market Winners. Harvard Business School Press, Boston. Dutka, Alan, 1994. AMA Handbook for Customer Satisfaction. NTC Business Books, Illinois. Grennes, Tor. 2001.Vitenskapsteori og metode. Universitetsforlaget, Oslo. Gripsrud, Geir & Ulf Henning Olsson. 2000. Markedsanalyse. Høyskoleforlaget AS, Kristiansand S. Gripsrud, Geir & Ulf Henning Olsson. 1999. Markedsanalyse. Høyskoleforlaget AS, Kristiansand S. Hellevik, Ottar. 1995, Sosiologisk metode. Universitetsforlaget, Oslo. Hill, Nigel, Brierly, John & MacDougall, Rob, 1999. How to Measure Customer Satisfaction. Gower Publishing Limited, Vermont. Hoffman, Douglas K & Bateson, John E.G, 2001. Essentials of Service Marketing: Concepts, strategies, & cases. South-Western/Thomson Learning, Ohio. Holmberg, Ulrika, 2004. Nöjd och trogen kund? Konsumenters lojalitet mot dagligvarubutiker. BAS, Göteborg.

Holter, Harriet & Ragnvald Kalleberg. 1996. Kvalitative metoder i samfunnsforskning. Universitetsforlaget, Oslo. Lehmann, Donald R, 1997. Product Management. Irwin/McGraw-Hill, Singapore. Schiffman, Leon G & Kanuk, Leslie Lazar, 2004. Consumer Behavior. Pearson Education Inc., Upper Saddle River, New Jersey. Selnes, Fred. 1994. Markedsundersøkelser. Tano AS, Otta. Vavra, Terry G, 1997. Improving Your Measurement of Customer Satisfaction. ASQ Quality Press, Wisconsin. Wenstøp, Fred. 1997. Statistikk og Dataanalyse. Tano Aschehoug. Articles Anderson, Eugene W, Fornell, Claes & Mazvancheryl, Sanal K, 2004, Customer Satisfaction and shareholder value, Journal of Marketing, Vol. 68, issue 10, pp. 72-185 CEOs Value Non-Financial Measures, 2002, Investor Relations Business, Vol. 7, issue 9, p.5. Fecikova, Ingrid, 2004, An index method for measurement of Customer Satisfaction, The TQM Magazine, Vol. 16, issue 1, pp. 57-66. Gurãu, Cãlin & Ranchod, Ashok, 2002, How to calculate the value of a customer- Measuring Customer Satisfaction: A platform for calculating, predicting and increasing customer profitability, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 10, issue 3, pp. 203-219. Klein, Mark & Einstein, Arthur, 2003, The myth of Customer Satisfaction Strategy and Business, spring 2003. Lambert, Richard A. 1998, Studies on enhancing the financial reporting model, Journal of Accounting Research, Vol. 36, pp. 37-46.

Laroche, Michel; Ueltschy, Linda C.; Abe, Shuzo; Cleveland, Mark; Yannopoulos, Peter P, 2004, Service quality perceptions and Customer Satisfaction: Evaluating the Role of Culture, Journal of International Marketing, Vol. 12, Issue 3, p58, 28p Parasuraman, A, Zeithaml, V.A & Berry L, 1985, A conceptual model of service quality and its implications for the future research, Journal of Marketing, Vol. 49: 41-50. Singh, Satyendra & Ranchhod, Ashok, 2004. Market orientation and Customer Satisfaction: Evidence from British machine tool industry, Industrial Marketing Management, vol. 33, pp. 135-144. Smith, Benson & Rutigliano, Tony, 2003, How to measure sales success, Advisor Today, Vol. 98, issue 2. Verhees, Frans J.H.M & Meulenberg, T.G, 2004, Market orientation, innovativeness, product innovation and performance in small firms, Journal of Small Business Management, Vol.42, issue 2, pp. 134-154. Yüksel, Atila & Yüksel, Fisun, 2002, Measurement of tourist satisfaction with restaurant services: A segment-based approach, Journal of Vacation Marketing, Vol. 9, issue 1, pp. 52-68. Electronic resources American Marketing Association, 2004 Available at: www.marketingpower.com Building brands, 2004 Available at: http://www.buildingbrands.com/definitions/10_loyalty_marketing.shtml http://www.customer-feedback-surveys.net/maximize.asp http://www.dmgroup.com/glossary/c.htm Marketing Research Encyclopedia, 2004. Available at: http://www.bellomyresearch.com/definitions.htm

http://nces.ed.gov/nceskids/glossary.asp The Swedish Council on Technology Assessment in Health Care, 2002 Available at: http://www.sbu.se/filer/content0/publikationer/5/fetma_pop/fetma_pop.pdf http://www.spss.com http://www.syrce.org/glossary.php3 http://www.questback.com Bibliography Books Hayes, Bob E, 1998. Measuring Customer Satisfaction Survey design, use, and statistical analysis methods. ASQ Quality Press, Wisconsin. Kessler, Sheila, 1996. Measuring and Managing Customer Satisfaction Going for the gold. ASQ Quality Press, Wisconsin. Articles McDevitt, Paul, 2003, Customer Satisfaction as a basis for targeting online buyers, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 12, issue 4, pp. 329-339. Montes, Javier Lloréns, Del Mar Fuentes, Maria & Fernández, Luis Miguel Molina, 2003, Quality management in banking services: an approach to employee and customer perceptions, Total Quality Management, Vol. 14, issue 3, pp. 305-323. Electronic resources Statistiska Centralbyrån, 2004, SCBs Företagsregister Available at: http://www.scb.se/templates/listning1 19851.asp

Attachment 1 Open textbox questions (In Swedish) Öppen fråga 1) Endast svar från kunder som beställer surdeg, enskilt el kombinerat med andra produkter 1.1 Svar från kunder som enbart beställer Surdeg) 1. Har du några idéer/kommentarer i övrigt om Mejeribolagets brödrecept? Brukar ibland byta mellan olika mjöl och det blir oftast bra Brödrecepten är bra, men ibland tycker jag att satserna deg är för stora. Jag har svårt att få plats i frysen. Kanske skulle man kunna tänka lite på det lilla hushållet också? De första recepten jag fick var enkla och utan en massa konstiga ingredienser. Det är bra att ni varierar, men jag vill gärna ha fler enkla recept. De är bra och varierade. Nyttiga och goda bröd. Det skulle vara trevligt att få recept fastän man som jag varit kund i "evigheter". Det är flera år sedan jag fick något recept. Helst vill jag ha grova-mörka brödvarianter. Det är ett tag sedan jag bakade ett grovt bröd från er receptpärm, men de jag har prövat blev rätt smuliga. Det kanske säger mer om mig som bagare än om receptet. Eftersom jag använt surdeg i mer än tio år är det längesen jag fick några recept!!! En del har varit mycket användbara, andra inte ens provade, för udda. Det är kanske dags att förnya, utöka, receptsamlingen En del recept smakar nästan likadant Fler recept på mörkare bröd, kavring etc. Färgglada, inspirerande, trevliga, bra presenterade, lätta att förstå Gärna flera varianter på grovabröd - t.ex. bröd med bär (lingon, smultron o.dyl) eller svamp. Glöm ej att bröd kan bakas i stora muffins-former, perfekt for portionsbröd - underlättar infrysning och är i allmänhet lite lättare att hantera för inte så vana i bak konsistens mysterier... Gärna mera recept med inriktning på hälsa med linfrö, rågflingor och andra hela korn. Det går så bra om man skållar dem först och sedan använder surdeg, jäst och bakvete

special. Har inte prövat så många ännu men skulle gärna vilja ha fler recept där det ingår kross av olika slag och gärna något som bakas i lerkärl. Har mitt eget recept så jag har inga åsikter Har varit med så länge och fått alla recepten i grundserien, har bakat i stort sett alla. Men man får ju sina favoriter. Grovt bröd är min favorit men gubbens är ljust, så för att lura i honom lite fibrer har jag använt recept 14 Ljust bröd med rågkross som basrecept men byter ut rågkrossen mot vetekross, kli, solrosfrö men för det mesta blir det hela linfrön som gör att det blir en god knastrig smak när man rostar brödet. Hoppas ni menar recepten ni kom ut med i en pärm för många år sedan?? Nöjd... Inte än har börjat nu så jag kan inte besvara frågan. Jag får inte längre några recept eftersom jag har varit prenumerant så länge och det är lite tråkigt!! Jag har bakat många av de matbröd som finns i receptsamlingen. 8 av brödrecepten har blivit min och familjens "favoriter" och som passar våran smak. Matbröden är helt fantastiska vad gäller smak och konsistens. "Något att bita i". Tack för surdegen/recepten som lärde mig att baka bättre och godare bröd än den bäste bagaren. Hälsningar Anna-Kristina Palomäki en mkt nöjd kund! Kundnr30125157-005 Jag har varit med så många år att jag inte fått några recept på många år. Kommer det inga nya?? Borde inte priset vara lägre utan recept. Jag har varit med så pass länge så att jag har alla er recept så jag får inga fler, vilket jag tycker är tråkigt (bakar faktiskt mindre bröd nuförtiden) kommer det nya, moderna recept med varje leverans blir man inspirerad till att prova något nytt och det blir oftare bakning. Tidigare beställde jag oftare men nu har jag samlat surdegspulver på hög så jag överväger att säga upp prenumerationen helt och hållet. Skulle jag få nya recept så fortsätter jag troligtvis. annars uppskattar jag er policy om nyttiga alternativ och jag har varit en nöjd kund. Jag har väldigt många recept att välja mellan. Ett resultat av att jag är gammal kund. Egentligen tycker jag att det räcker med 'recept-stommar' med tips om hur man kan variera dem.

I dessa stommar skulle det viktiga vara att lyfta fram principen för respektive brödtyp. Jag skulle gärna se tips och information om bakning, t ex vad som krävs för att jästen skall få maximal effekt, om socker är nödvändigt, olika sätt att jäsa brödet mm. Jag är jättenöjd med brödrecepten!!! Jag är mycket nöjd. Vi är 6 personer i mitt hushåll så jag bakar ca 16 limpor var tredje vecka. Barnen vill bara ha hemmbakat. Min man bruka sägs - det köpta brödet är ju mest luft..det är mer mat i hembakat, man blir ju mätt. Jag önskar att man kunde köpa receptbladen separat och på det viset få lite mera recept. Jätteinspirerande bilder. Lättöversiktligt! Mycket gott!!! Lättlästa och lättbakade goda recept!!!!!! Mera grova typ tyskt bröd. Ej med socker i. Nej jag har inga idéer men jag undrar om det går att göra glutenfria surdegsbröd? Nej, jag tycker det är alldeles utmärkt att man efterhand kan bygga upp en bra receptbok. Nej. i stort är dom rätt Ok. Utmaningen är väl att förmå oss konsumenter att ta oss tid baka recept som tar lite längre tid, vilket ju gör bra, väljästa och smakrika bröd (i dessa mörka tider av snabbmat och sockerrika produkter...) Några fler grova 'bullar' skulle inte skada. Om man INTE har nyttjat youghurtalternativet, kanske påverka via mail, komma med recept den vägen? (detta förutsatt att man ger sitt medg.) Skulle vilja ha recept på finskt estniskt, ryskt bröd, Jag är diabetiker och behöver äta mörkt fiberrikt bröd, varav råg är best. kakor och vitt bröd är bannlyst här. Som nybörjarbagare kan recepten vara lite luriga ibland, var ex omöjligt vända ciabattana på plåten innan de skulle in i ugnen och lät därför bli. Blev gott ändå... Annars bra! Trots hushållsassistent har jag svårt att få plats med allt mjöl i era recept - eller t ex allt rågkross som anges i Lantbröd med yoghurt. Tyvärr får jag inga recept längre Vore bra om man fick fler än 2 recept/sändning. Jag har tur som kan få gamla recept av en bekant, så att jag har mer att välja på. En av min familjs favoriter är "Självbakande Italienskt bröd" där jag har bytt ut en del av vetemjölet mot grahamsmjöl. Detta recept är dock märkt Sockerbolaget-hoppas att det kommer att komma till receptpärmen. Det

är ett utmärkt nybörjarbröd. Det gäller även "Mormor Guns Hittarpsbröd" samt "Ullas Korgbröd" som jag hoppas ni har kvar i ert receptarkiv. Enkla, men goda, bröd är alltid välkommet. Önskar betydligt fler recept med grova fibrer (flerkorn etc.) och utan vetemjöl men gärna med dinkel m.m.. öppen fråga 1 forts.) 1.2 Svar från kunder som beställer alla produkter dvs, Surdeg, Hälso- och Hemlagad yoghurt mera recept Dinkelmjöl i surdegsbröd vore kul. har inte så många recept från mejeribolaget än, men använder surdegen i egna recept. Fungerar bra. Enklare än att göra egen surdeg. Hejsan det var en bra enkät ni har tagit fram. Jag efterlyser nya recept. jag betalar samma pris som de som får recept vid varje leverans det känns lite tokigt med vänlig hälsning Marie Nej jag tycker ni har ett varierat utbud som borde passa alla smaker. Man får ju sina favoriter Saknar recept för bakmaskin när jag använder surdeg öppen fråga 1 forts.) 1.3 Svar från kunder som beställer Hälsoyoghurt och Surdeg Att ev. kunna välja de recept man är mest intresserad av I en del bröd tycker jag att det är väldigt mycket salt-tar själv mycket mindre. Nu har jag använt recepten i så många år att jag inte längre behöver dem. Jag tar vad som finns i skafferiet. Jag saknar därför generella rekommendationer, t ex använd inte mer än x dl grahamsmjöl för att undvika smuligt bröd. Saknar att inte få recept med surdegskulturen numera. Saknar verkligen ett register. Det är mycket svårt eller omöjligt att hitta ett recept. Man behöver bläddra och titta på alla recepten för att ev hitta det man söker. Skulle vilja ha några nya spännande recept. Jag har alla recept som finns och har lite kört fast. Har fastnat på en del och tycker många recept är likartade. Många mjölsorter

som recepten anger finns inte längre i handeln vilket gör att nya aktuella recept skulle välkomnas! Ta med några enkla standardrecept också. öppen fråga 1 forts.) 1.4 Svar från kunder som beställer Hemlagad yoghurt och Surdeg De är lätta att baka efter. Hittills endast använt egna recept Jag tycker det är synd att man inte får recept längre. Det gav alltid nya idéer. Speciellt nu skulle det behövas eftersom många av de mjölsorter som finns med i mina tidigare recept inte finns kvar i handeln längre. Jag är mycket nöjd! Nej... är lite slö med att andvända dem bara, tyvärr... Positiva recept, lättbakade Trevligt att spara kort i en pärm. Vore kul med fler, har använt dessa mycket. Önskar flera enkla grova bröd. Älskar grovt bröd, men ibland känns det så trist med blötläggning av ingredienser innan. Öppen fråga 2) Endast kunder som svarat Ja på förfrågan om utökat produktutbud) 2.1 Svar från kunder som endast beställer Surdeg 2. Finns det några specifika produkter du önskar se saluförda via Mejeribolaget? (kommentera gärna nedan) Brödkrydda. Annan brödingrediens En ostlöpe eller en tillsats, för att tillverka kaffeost av vanlig pastöriserad mjölk. Idag finns det ingen bra fungerande ostlöpe för den mjölk som säljs i butikerna. Den fungerar däremot på mjölk tagen direkt ur källan d.v.s.kon. Det skulle vara en dröm, för en som älskar hwitost'n! GI är intressant, men några speciella produkter vet jag inte... frukostflingor kanske...

Gärna functional food Gärna glass gjord på yoghurt för mindre kaloriintag och mindre fett. Ja - bakskola, olika sorts kaffepulver typ cappucino. Kan ej svara på detta Kan inte komma på något just nu, vad har ni för begränsningar vad gäller utökat produkturval?? Kokböcker med lättlagad och nyttig mat! Nej Nej inga särskilda produkter men jag ser gärna att ni utvecklar era grundprodukter gärna om man kan "få ihop" en tradition på nytt sätt. Jag är inte intresserad av de andra områdena som ni räknade upp för det finns tillräckligt med aktörer på den marknaden. Det skulle kännas lite som om ni tappade i trovärdighet om ni började blanda in de produkterna också. Naturligtvis är det en väldigt smal marknad ni har men den känns äkta. Jag menar att ni gör något mer av det ni kan inte att ni bara håller på för att få folk att köpa mer. Kokböcker och recept är också intressant men kanske inte just för mig (har för stort lager)eller varför inte en kurskväll eller dylikt i tillvekning av ost, yoghurt, bröd, mm det skulle kanske få en del att våga börja använda era produkter. Har ni kvar glassprodukterna? Jag handlar inte så ofta men har varit kund länge hos er. Lycka till Nej inte vad jag kan komma på nu. Nyttiga drycker - återhämtningsdrycker, soppor med bra bakterier för magen och inte så söta t.ex. Något som skulle göra det möjligt att tillverka yoghurt för komjölksallergiker! Ev färdig får- eller getyoghurt. prismässiga hushållsredskap produkter och info om GI på nuvarande o kommande produkter mycket intressant Turkisk yoghurt

öppen fråga 2 forts.) 2.2 Svar från kunder som beställer alla produkter dvs, Surdeg, Hälso- och Hemlagad yoghurt nej Kan inte komma på något just nu. det är alltid spännande med nyheter Ost låter intressant. Kanske mager färskost. öppen fråga 2 forts.) 2.3 Svar från kunder som beställer både Hälso- och Hemlagad yoghurt men inte Surdeg INGA SVAR öppen fråga 2 forts.) 2.4 Svar från kunder som enbart beställer Hälsoyoghurt Det skulle vara salladsdressingar med olika smakar. Lätt mjukost, Laktosfri mjölk, Laktosfri glass öppen fråga 2 forts.) 2.5 Svar från kunder som beställer Hälsoyoghurt och Surdeg Jag skulle vilja se filbunkskultur som fanns för några år sedan, likaså glass. kanske med internationellt inslag ex thai-prod som kan var mycket hälsosamma Tips om hemlagad nyttig smaksatt färskost. vet ej öppen fråga 2 forts.) 2.6 Svar från kunder som enbart beställer Hemlagad yoghurt Gammal hederlig långfil - oj, vad jag saknar den... Glassprodukter Kryddor, Kokböcker. Kulturer för egen osttillverkning

Mer smak på tillsatserna i yoghurt. Jag tar ofta tre påsar till 2 l mjölk. Naturens Under tillbaks!!! nej öppen fråga 2 forts.) 2.7 Svar från kunder som beställer Hemlagad yoghurt och Surdeg Eftersom jag har en tös på 11 månader efterlyser jag bra och nyttiga produkter till henne. Det är så mycket socker och konserveringsämnen i allt man köper idag, så andra alternativ skulle vara intressant. Finns det till exempel alternativ till välling eller alla puréer? Mesta maten har jag gjort själv till henne, men ibland behövs genvägar... hälsomat och sådant som kan göra matlagningen kul såsom kryddor Produkter med nyttiga bakterier Smalprodukter med lin mängd socker i. t ex bakformar, baktillbehör som oftast bara yrkesmän kan få tag på vet ej Naturell lättyoghurt Öppen fråga 3) - Denna fråga visades för alla respondenter 3.1 Svar från kunder som endast beställer surdeg 3. Är det någon funktion/typ av innehåll du saknar på Mejeribolagets hemsida? (kommentera gärna i rutan nedan om du har idéer/förslag) Att lätt kunna se vad man kan använda sina bonuspoäng till, och kunna använda dom. Bonusprodukter till kunderna såsom frukostskålar, kaffemuggar, perkulatorbryggare m.m. Detta saknar jag... var tog bonusproduktsidan vägen??? Hälsningar Anna-Kristina Palomäki Bonusshopen har försämrats, det är inte längre intressant att skaffa poäng. Bonusshopen tycker jag inte om, den var mycket bättre förr när man kunde byta sig till

en produkt mot poäng utan att betala. Då fanns det 63 produkter att välja mellan från 4 poäng en degskrapa till 177 poäng som då var ett stereopaket med CD. Gå gärna tillbaka till detta så kan man välja en traktörpanna eller spara ihop till frukosttallrikar etc Det hade varit bättre om även beställarfunktionen funnits på www.mejeribolaget.se Diskussion, Tips o råd från andra Eftersom det är första gången jag går in på hemsidan och gick direkt på enkäten så kan jag inte svara och jag kunde därför inte heller svara på föregående fråga Eftersom detta är första gången jag är inne på denna hemsida har jag ännu inte något att tycka till om. Har inte besökt sidan så ofta att jag kan komma på något Kan ej svara på detta. Kommer inte på något särskilt för tillfället. mer recept och tips, fast dom vill ni ju ta betalt för (skicka med)...vilket man ju kan förstå... Andras recept verkade bra. Mer tävlingar... Nej, den verkar vara genomtänkt. Nej, uppfattar hemsidan som täckande. Om det vore möjligt att lägga in en funktion där man kan lägga in ett vanligt brödrecept och få hjälp att anpassa det till surdegskulturen. Det vore himla bra! Se föregående Se min föregående kommentar Ändra intervall på leverans eller göra uppehåll öppen fråga 3 forts.) 3.2 Svar från kunder som beställer alla produkter dvs, Surdeg, Hälso- och Hemlagad yoghurt Jag har lite svårt att svara på detta eftersom jag inte har Internet själv utan är hos min far. Jag har därför inte studerat sidan. vet ej vet ej Vore bra att kunna ändra beställningar

öppen fråga 3 forts.) 3.3 Svar från kunder som beställer både Hälso- och Hemlagad yoghurt men inte Surdeg Lite rörigt då det gäller beställning och information om bonusshoppen öppen fråga 3 forts.) 3.4 Svar från kunder som enbart beställer Hälsoyoghurt En fullständig näringsförteckning av innehållet i yoghurten Lite mer information om bonusshoppen, och lite mer artiklar att välja bland. Tycker Bonusartiklar bör ökas. Känns löjligt lite. öppen fråga 3 forts.) 3.5 Svar från kunder som beställer Hälsoyoghurt och Surdeg Av någon anledning känns det som att sidan inte alltid är helt uppdaterad. Viktigt att känna att så är fallet. Svar på ofta ställda frågor från kunder Vet ej! öppen fråga 3 forts.) 3.6 Svar från kunder som enbart beställer Hemlagad yoghurt Att beställa nytt resp avbeställa någon period på nätet, då det inte alltid är så lätt att ringa ifrån mitt arbete som lärare(visst finns det telefon på skolan men man ska ju komma ihåg också) Där man ser hur många bonuspoäng man har och när man fått dom. inget speciellt Jag saknar funktion att kunna prata/chatta live med andra som besöker Mejeribolagets hemsida, på så sett kan man snabbt och enkelt skaffa nya vänner och även kanske få några nya recept. nej nej Om man vill rekommendera vän till att använda Mejeribolagets produkter behöver man t ex kunna skriva ut villkor och tydliga produktbeskrivningar

öppen fråga 3 forts.) 3.7 Svar från kunder som beställer Hemlagad yoghurt och Surdeg Har ej läst den tidigare! Har ingen mening Recept vore kul att kunna hitta. Sockerdebatten vet ej, jag har inte tittat så noga ännu. Öppen fråga 4) - Denna fråga visades för alla respondenter 4.1 Svar från kunder som enbart beställer surdeg 4. Har du några tankar, idéer i övrigt gällande Mejeribolaget? Att det finns möjlighet att välja bonusprodukter som det fanns tidigare. Att det ska vara lättare att utnyttja bonusen det är alldeles för krångligt Det har fungerat bra med sändningar och kontakter med er. Så just nu har jag inga tankar eller idéer att tillföra. Det var roligare förr med det stora utbudet som fanns för att utnyttja bonuspoängen. Dyker några funderingar upp hör jag av mig via mail! Dyra produkter! Jag har varit kund i många år, använder alltid surdeg när jag bakar matbröd är jätte nöjd med det. Jag tycker att surdegen är dyr. Jag vet inte varför den är det. Jag vet flera som bakar med hemgjord surdeg, och de förstår inte alls att jag betalar för min surdeg. Det har ju kommit i ropet att göra sin egen surdeg nuförtiden, med recept lite överallt. keep rolling... kom med lite nytt, några roliga recept, se till att hänga med och utvecklas Mejeribolaget för ömig är surdegskultur... JAG FÅR ÄNDRA

UPPFATTNING NU! Ha en bra dag Nej Nej Nej Nej Nej, inget som jag kan komma på. NEJ. Noop Se föregående svar om bonusshop Se tidigare kommentar Vad gör Ni åt att det inte går att få tag på 4 sorters mjöl utan att fabrikanten blandat i surdegspulver i det från början. öppen fråga 4 forts.) 4.2 Svar från kunder som beställer alla produkter dvs, Surdeg, Hälso- och Hemlagad yoghurt Nej det har jag inte. Jag vill tacka alla för en fin service. vet inte inte än öppen fråga 4 forts.) 4.3 Svar från kunder som beställer både Hälso- och Hemlagad yoghurt men inte Surdeg INGA SVAR öppen fråga 4 forts.) 4.4 Svar från kunder som enbart beställer Hälsoyoghurt Är nöjd med min Hälsoyoghurt.

öppen fråga 4 forts.) 4.5 Svar från kunder som beställer Hälsoyoghurt och Surdeg nej Är så glad att jag fick kontakt med er! Livet är mycket lättare, godare med både hälsoyogurt och surdegsbröd! Mina utflugna ungar föredrar fortfarande hembakt bröd och min hund älskar yoghurten. Hon får alltid det sista i burken varje morgon! Era produkter borde spridas mer och även information om produkterna. Känner ingen som handlar av er. Jag försöker göra reklam men lyckas inte. öppen fråga 4 forts.) 4.6 Svar från kunder som enbart beställer Hemlagad yoghurt Då vi önskar lite fastare yoghurt lägger vi i extra mjölpulver, dosen som medföljer är lite snål. För att ni ska kunna tjäna lite extra pengar kanske ni skulle kunna ha studiebesök för skolor osv. Vi som kunder hos er, på Mejeribolaget, skulle kunna få information om ny släppta produkter, via posten/internet. Jag skulle vilja veta varför yoghurten misslyckas ibland. Blir lös och rinnande, ibland slemmig som långfil. nej Tycker att det är riktigt dåligt att man inte får poäng när man bara köper ett paket i taget. Så var det när jag började vilket var mycket bättre. Dåligt val av er! varför har ni tagit bort möjligheten till andra varor som bonus. det är ju faktiskt en extra morot till att betala abonnemanget i förväg. Era ordinarie varor kan jag ju beställa när jag vill. öppen fråga 4 forts.) 4.7 Svar från kunder som beställer Hemlagad yoghurt och Surdeg Det är inte fel om Mejeribolaget vågar värna om den lilla konsumenten och inte bara stora butikskedjor med dess jätteinköp Jag gillade att ni hade flera olika saker att välja på i bonusshopen. Tips på hur vi ska få våra barn att äta ännu nyttigare och bättre komponerade måltider,

gärna med tanke på fett- och sockerinnehåll i produkterna. Utbudet på bonusshopen är dålig. Är för ny kund för att kunna tillföra något Attachment 2 - Questionnaire frequencies Notes Comments Input Missing Value Handling Syntax Resources Data C:\Documents and Settings\Emil\Skrivbord\Master Thesis\Data från Questback\testing.sav Filter <none> Weight <none> Split File <none> N of Rows in 191 Working Data File Definition of User-defined missing values are Missing treated as missing. Cases Used Statistics are based on all cases with valid data. FREQUENCIES VARIABLES=q1 q2 q3 q4 q5 q6 q7 q8 q9 q9_a q10 q10_a q10_b q10_c q10_d q10_e q10_f q11 q12 q12_a q12_b q13 q14 q15 q16 q17 q17_a q17_b q17_c q17_d q17_e q18 q18_a q18_b q20 q20_a q20_b q20_c q20_d q20_e q20_f q21 q22 q23 q23_a q23_b q23_c q23_d q23_e q23_f q23_g q23_h q23_i q23_j q25 q26 q27 q27_a q27_b q27_c q27_d q27_e q28 q28_a q28_b q28_c q30 q30_a q30_b q30_c q30_d q30_e q32 q32_a q32_b q32_c q32_d q32_e q32_f q33 /STATISTICS=STDDEV MEAN MEDIAN /ORDER= ANALYSIS. Elapsed Time 0:00:01,12 Total Values 149796 Allowed

Frequency Table Vänligen uppge kön Valid Frequency Percent Valid Percent Percent Kvinna 160 83,8 83,8 83,8 Man 31 16,2 16,2 100,0 Total 191 100,0 100,0 Vänligen uppge din ålder Frequency Percent Valid Percent Percent Valid 80+ 1,5,5,5 75-79 1,5,5 1,1 70-74 4 2,1 2,1 3,2 65-69 14 7,3 7,4 10,5 60-64 19 9,9 10,0 20,5 55-59 23 12,0 12,1 32,6 50-54 27 14,1 14,2 46,8 45-49 39 20,4 20,5 67,4 40-44 29 15,2 15,3 82,6 35-39 14 7,3 7,4 90,0 30-34 8 4,2 4,2 94,2 25-29 6 3,1 3,2 97,4 20-24 3 1,6 1,6 98,9 Under 20 1,5,5 99,5 Vill ej uppge 1,5,5 100,0 Total 190 99,5 100,0 Missing 0 1,5 Total 191 100,0 Hur kom du i kontakt med Mejeribolaget? Valid Frequency Percent Valid Percent Percent Via Internet 18 9,4 9,4 9,4 Via en annons 62 32,5 32,5 41,9 Via en vän 44 23,0 23,0 64,9 Minns ej 39 20,4 20,4 85,3 <#other#> 28 14,7 14,7 100,0 Total 191 100,0 100,0

Använder du idag någon av följande produkter från Mejeribolaget? Valid Frequency Percent Valid Percent Percent Hemlagad Yoghurt 71 37,2 37,2 37,2 Hemlagad Hälsoyoghurt 31 16,2 16,2 53,4 Både Hemlagad Yoghurt och 11 5,8 5,8 59,2 Hälsoyoghurt Använder inget av ovanstående 78 40,8 40,8 100,0 Total 191 100,0 100,0 Hur ofta beställer du Hemlagad Yoghurt? Frequency Percent Valid Percent Percent Valid 1 gång i året 11 5,8 13,3 13,3 2 gånger i året 12 6,3 14,5 27,7 3 gånger i året 9 4,7 10,8 38,6 4 gånger i året 22 11,5 26,5 65,1 6 gånger i året 22 11,5 26,5 91,6 12 gånger i året 3 1,6 3,6 95,2 Minns ej 2 1,0 2,4 97,6 Vet ej 2 1,0 2,4 100,0 Total 83 43,5 100,0 Missing 0 108 56,5 Total 191 100,0

I vilken grad är du nöjd eller missnöjd med Mejeribolagets Hemlagade Yoghurt? Frequency Percent Valid Percent Percent Valid 1 1,5 1,3 1,3 3 1,5 1,3 2,5 4 4 2,1 5,0 7,5 5 11 5,8 13,8 21,3 6 26 13,6 32,5 53,8 7 34 17,8 42,5 96,3 8 3 1,6 3,8 100,0 Total 80 41,9 100,0 Missing 0 111 58,1 Total 191 100,0 Hur ofta beställer du Hälsoyoghurt? Frequency Percent Valid Percent Percent Valid 1 gång i året 5 2,6 11,4 11,4 2 gånger i året 4 2,1 9,1 20,5 3 gånger i året 6 3,1 13,6 34,1 4 gånger i året 6 3,1 13,6 47,7 6 gånger i året 10 5,2 22,7 70,5 12 gånger i året 8 4,2 18,2 88,6 Minns ej 5 2,6 11,4 100,0 Total 44 23,0 100,0 Missing 0 147 77,0 Total 191 100,0

I vilken grad är du nöjd eller missnöjd med Mejeribolagets Hälsoyoghurt? Frequency Percent Valid Percent Percent Valid 1 2 1,0 5,0 5,0 3 2 1,0 5,0 10,0 4 2 1,0 5,0 15,0 5 1,5 2,5 17,5 6 9 4,7 22,5 40,0 7 24 12,6 60,0 100,0 Total 40 20,9 100,0 Missing 0 151 79,1 Total 191 100,0 Ange i vilken grad du är nöjd eller missnöjd med följande egenskaper: Frequency Percent Valid Percent Percent Valid 1 1,5 1,0 1,0 2 2 1,0 1,9 2,9 4 6 3,1 5,7 8,6 5 13 6,8 12,4 21,0 6 32 16,8 30,5 51,4 7 51 26,7 48,6 100,0 Total 105 55,0 100,0 Missing 0 86 45,0 Total 191 100,0 Ange i vilken grad du är nöjd eller missnöjd med följande egenskaper: Frequency Percent Valid Percent Percent Valid 1 1,5,9,9 2 3 1,6 2,8 3,7 3 2 1,0 1,9 5,6 4 8 4,2 7,4 13,0 5 16 8,4 14,8 27,8 6 22 11,5 20,4 48,1 7 56 29,3 51,9 100,0 Total 108 56,5 100,0 Missing 0 83 43,5 Total 191 100,0

Hur nöjd eller missnöjd är du med följande av Mejeribolagets smaker? Frequency Percent Valid Percent Percent Valid 1 1,5 1,1 1,1 2 4 2,1 4,4 5,5 3 4 2,1 4,4 9,9 4 6 3,1 6,6 16,5 5 11 5,8 12,1 28,6 6 15 7,9 16,5 45,1 7 50 26,2 54,9 100,0 Total 91 47,6 100,0 Missing 0 100 52,4 Total 191 100,0 Hur nöjd eller missnöjd är du med följande av Mejeribolagets smaker? Frequency Percent Valid Percent Percent Valid 1 1,5 1,5 1,5 2 4 2,1 5,9 7,4 3 2 1,0 2,9 10,3 4 5 2,6 7,4 17,6 5 14 7,3 20,6 38,2 6 14 7,3 20,6 58,8 7 28 14,7 41,2 100,0 Total 68 35,6 100,0 Missing 0 123 64,4 Total 191 100,0

Hur nöjd eller missnöjd är du med följande av Mejeribolagets smaker? Frequency Percent Valid Percent Percent Valid 1 3 1,6 5,1 5,1 2 2 1,0 3,4 8,5 3 3 1,6 5,1 13,6 4 9 4,7 15,3 28,8 5 15 7,9 25,4 54,2 6 13 6,8 22,0 76,3 7 14 7,3 23,7 100,0 Total 59 30,9 100,0 Missing 0 132 69,1 Total 191 100,0 Hur nöjd eller missnöjd är du med följande av Mejeribolagets smaker? Frequency Percent Valid Percent Percent Valid 1 2 1,0 3,6 3,6 2 6 3,1 10,9 14,5 3 6 3,1 10,9 25,5 4 12 6,3 21,8 47,3 5 5 2,6 9,1 56,4 6 15 7,9 27,3 83,6 7 9 4,7 16,4 100,0 Total 55 28,8 100,0 Missing 0 136 71,2 Total 191 100,0 Hur nöjd eller missnöjd är du med följande av Mejeribolagets smaker? Frequency Percent Valid Percent Percent Valid 1 4 2,1 7,4 7,4 2 4 2,1 7,4 14,8 3 3 1,6 5,6 20,4 4 10 5,2 18,5 38,9 5 11 5,8 20,4 59,3 6 10 5,2 18,5 77,8 7 12 6,3 22,2 100,0 Total 54 28,3 100,0 Missing 0 137 71,7 Total 191 100,0

Hur nöjd eller missnöjd är du med följande av Mejeribolagets smaker? Frequency Percent Valid Percent Percent Valid 1 2 1,0 3,6 3,6 2 3 1,6 5,4 8,9 3 3 1,6 5,4 14,3 4 8 4,2 14,3 28,6 5 8 4,2 14,3 42,9 6 16 8,4 28,6 71,4 7 16 8,4 28,6 100,0 Total 56 29,3 100,0 Missing 0 135 70,7 Total 191 100,0 Hur nöjd eller missnöjd är du med följande av Mejeribolagets smaker? Frequency Percent Valid Percent Percent Valid 1 3 1,6 4,8 4,8 2 2 1,0 3,2 8,1 3 6 3,1 9,7 17,7 4 7 3,7 11,3 29,0 5 13 6,8 21,0 50,0 6 19 9,9 30,6 80,6 7 12 6,3 19,4 100,0 Total 62 32,5 100,0 Missing 0 129 67,5 Total 191 100,0 Använder du egna smaker när du gör din yoghurt? Frequency Percent Valid Percent Percent Valid Ja 37 19,4 34,3 34,3 Nej 70 36,6 64,8 99,1 3 1,5,9 100,0 Total 108 56,5 100,0 Missing 0 83 43,5 Total 191 100,0

Vilka smaker brukar du då använda?: Sylt Valid Frequency Percent Valid Percent Percent False 170 89,0 89,0 89,0 True 17 8,9 8,9 97,9 2 4 2,1 2,1 100,0 Total 191 100,0 100,0 Vilka smaker brukar du då använda?: Frukt & Bär Valid Frequency Percent Valid Percent Percent False 167 87,4 87,4 87,4 True 24 12,6 12,6 100,0 Total 191 100,0 100,0 Vilka smaker brukar du då använda?: Other Valid Frequency Percent Valid Percent Percent False 182 95,3 95,3 95,3 True 9 4,7 4,7 100,0 Total 191 100,0 100,0 Använder du idag Mejeribolagets Surdegskultur? Valid Frequency Percent Valid Percent Percent Ja 130 68,1 68,1 68,1 Nej 61 31,9 31,9 100,0 Total 191 100,0 100,0

Hur ofta beställer du Surdegskultur? Frequency Percent Valid Percent Percent Valid 1 gång i året 11 5,8 8,5 8,5 2 gånger i året 24 12,6 18,5 26,9 3 gånger i året 18 9,4 13,8 40,8 4 gånger i året 24 12,6 18,5 59,2 6 gånger i året 41 21,5 31,5 90,8 12 gånger i året 2 1,0 1,5 92,3 Minns ej 7 3,7 5,4 97,7 Vet ej 3 1,6 2,3 100,0 Total 130 68,1 100,0 Missing 0 61 31,9 Total 191 100,0 Hur nöjd eller missnöjd är du med Mejeribolagets Surdegskultur? Frequency Percent Valid Percent Percent Valid 1 1,5,8,8 3 1,5,8 1,6 4 1,5,8 2,4 5 14 7,3 11,0 13,4 6 26 13,6 20,5 33,9 7 83 43,5 65,4 99,2 8 1,5,8 100,0 Total 127 66,5 100,0 Missing 0 64 33,5 Total 191 100,0

Hur ofta bakar du bröd? Frequency Percent Valid Percent Percent Valid 1 gång i veckan 27 14,1 20,9 20,9 2-3 gånger i veckan 3 1,6 2,3 23,3 1 gång i månaden 32 16,8 24,8 48,1 2 gånger i månaden 43 22,5 33,3 81,4 Några gånger i året 23 12,0 17,8 99,2 7 1,5,8 100,0 Total 129 67,5 100,0 Missing 0 62 32,5 Total 191 100,0 Hur ofta bakar du följande bröd? (1=mycket sällan, 7=mycket of Frequency Percent Valid Percent Percent Valid 1 28 14,7 25,2 25,2 2 25 13,1 22,5 47,7 3 16 8,4 14,4 62,2 4 22 11,5 19,8 82,0 5 13 6,8 11,7 93,7 6 6 3,1 5,4 99,1 7 1,5,9 100,0 Total 111 58,1 100,0 Missing 0 80 41,9 Total 191 100,0

Hur ofta bakar du följande bröd? (1=mycket sällan, 7=mycket of Frequency Percent Valid Percent Percent Valid 1 8 4,2 6,8 6,8 2 13 6,8 11,0 17,8 3 23 12,0 19,5 37,3 4 17 8,9 14,4 51,7 5 25 13,1 21,2 72,9 6 22 11,5 18,6 91,5 7 10 5,2 8,5 100,0 Total 118 61,8 100,0 Missing 0 73 38,2 Total 191 100,0 Hur ofta bakar du följande bröd? (1=mycket sällan, 7=mycket of Frequency Percent Valid Percent Percent Valid 1 6 3,1 5,1 5,1 2 9 4,7 7,7 12,8 3 8 4,2 6,8 19,7 4 13 6,8 11,1 30,8 5 23 12,0 19,7 50,4 6 38 19,9 32,5 82,9 7 20 10,5 17,1 100,0 Total 117 61,3 100,0 Missing 0 74 38,7 Total 191 100,0 Hur ofta bakar du följande bröd? (1=mycket sällan, 7=mycket of Frequency Percent Valid Percent Percent Valid 1 12 6,3 10,5 10,5 2 12 6,3 10,5 21,1 3 13 6,8 11,4 32,5 4 18 9,4 15,8 48,2 5 25 13,1 21,9 70,2 6 21 11,0 18,4 88,6 7 13 6,8 11,4 100,0 Total 114 59,7 100,0 Missing 0 77 40,3 Total 191 100,0

Hur ofta bakar du följande bröd? (1=mycket sällan, 7=mycket of Frequency Percent Valid Percent Percent Valid 1 7 3,7 5,7 5,7 2 9 4,7 7,4 13,1 3 9 4,7 7,4 20,5 4 13 6,8 10,7 31,1 5 26 13,6 21,3 52,5 6 36 18,8 29,5 82,0 7 22 11,5 18,0 100,0 Total 122 63,9 100,0 Missing 0 69 36,1 Total 191 100,0 Hur ofta bakar du följande bröd? (1=mycket sällan, 7=mycket of Frequency Percent Valid Percent Percent Valid 1 14 7,3 13,2 13,2 2 14 7,3 13,2 26,4 3 7 3,7 6,6 33,0 4 16 8,4 15,1 48,1 5 13 6,8 12,3 60,4 6 21 11,0 19,8 80,2 7 21 11,0 19,8 100,0 Total 106 55,5 100,0 Missing 0 85 44,5 Total 191 100,0 Hur nöjd eller missnöjd är du med Mejeribolagets brödrecept? Frequency Percent Valid Percent Percent Valid 1 1,5,9,9 2 2 1,0 1,8 2,7 3 8 4,2 7,1 9,8 4 17 8,9 15,2 25,0 5 24 12,6 21,4 46,4 6 29 15,2 25,9 72,3 7 31 16,2 27,7 100,0 Total 112 58,6 100,0 Missing 0 79 41,4 Total 191 100,0

Hur nöjd eller missnöjd är du med Mejeribolagets brödrecept? Frequency Percent Valid Percent Percent Valid 2 2 1,0 1,7 1,7 3 6 3,1 5,1 6,8 4 13 6,8 11,1 17,9 5 27 14,1 23,1 41,0 6 32 16,8 27,4 68,4 7 37 19,4 31,6 100,0 Total 117 61,3 100,0 Missing 0 74 38,7 Total 191 100,0 Hur nöjd eller missnöjd är du med Mejeribolagets brödrecept? Frequency Percent Valid Percent Percent Valid 2 6 3,1 6,0 6,0 3 4 2,1 4,0 10,0 4 18 9,4 18,0 28,0 5 21 11,0 21,0 49,0 6 22 11,5 22,0 71,0 7 29 15,2 29,0 100,0 Total 100 52,4 100,0 Missing 0 91 47,6 Total 191 100,0 I vilken grad påverkar följande faktorer ditt val av att laga Hemlagad yoghurt/hälsoyoghurt/surdegsbröd? Frequency Percent Valid Percent Percent Valid 1 3 1,6 1,8 1,8 2 4 2,1 2,4 4,2 3 10 5,2 6,0 10,1 4 7 3,7 4,2 14,3 5 22 11,5 13,1 27,4 6 32 16,8 19,0 46,4 7 90 47,1 53,6 100,0 Total 168 88,0 100,0 Missing 0 23 12,0 Total 191 100,0

I vilken grad påverkar följande faktorer ditt val av att laga Hemlagad yoghurt/hälsoyoghurt/surdegsbröd? Frequency Percent Valid Percent Percent Valid 1 1,5,6,6 2 2 1,0 1,2 1,7 3 1,5,6 2,3 4 3 1,6 1,7 4,0 5 26 13,6 15,0 19,1 6 47 24,6 27,2 46,2 7 93 48,7 53,8 100,0 Total 173 90,6 100,0 Missing 0 18 9,4 Total 191 100,0 I vilken grad påverkar följande faktorer ditt val av att laga Hemlagad yoghurt/hälsoyoghurt/surdegsbröd? Frequency Percent Valid Percent Percent Valid 1 1,5,6,6 2 3 1,6 1,7 2,3 3 2 1,0 1,1 3,4 4 8 4,2 4,6 8,0 5 14 7,3 8,0 16,1 6 46 24,1 26,4 42,5 7 100 52,4 57,5 100,0 Total 174 91,1 100,0 Missing 0 17 8,9 Total 191 100,0 I vilken grad påverkar följande faktorer ditt val av att laga Hemlagad yoghurt/hälsoyoghurt/surdegsbröd? Frequency Percent Valid Percent Percent Valid 1 2 1,0 1,2 1,2 2 1,5,6 1,7 3 2 1,0 1,2 2,9 4 8 4,2 4,7 7,6 5 14 7,3 8,1 15,7 6 51 26,7 29,7 45,3 7 94 49,2 54,7 100,0 Total 172 90,1 100,0 Missing 0 19 9,9 Total 191 100,0

I vilken grad påverkar följande faktorer ditt val av att laga Hemlagad yoghurt/hälsoyoghurt/surdegsbröd? Frequency Percent Valid Percent Percent Valid 1 4 2,1 2,4 2,4 2 4 2,1 2,4 4,8 3 5 2,6 3,0 7,8 4 9 4,7 5,4 13,2 5 25 13,1 15,0 28,1 6 35 18,3 21,0 49,1 7 85 44,5 50,9 100,0 Total 167 87,4 100,0 Missing 0 24 12,6 Total 191 100,0 I vilken grad påverkar följande faktorer ditt val av att laga Hemlagad yoghurt/hälsoyoghurt/surdegsbröd? Frequency Percent Valid Percent Percent Valid 1 35 18,3 22,7 22,7 2 10 5,2 6,5 29,2 3 16 8,4 10,4 39,6 4 28 14,7 18,2 57,8 5 22 11,5 14,3 72,1 6 15 7,9 9,7 81,8 7 28 14,7 18,2 100,0 Total 154 80,6 100,0 Missing 0 37 19,4 Total 191 100,0 I vilken grad påverkar följande faktorer ditt val av att laga Hemlagad yoghurt/hälsoyoghurt/surdegsbröd? Frequency Percent Valid Percent Percent Valid 1 35 18,3 22,4 22,4 2 17 8,9 10,9 33,3 3 19 9,9 12,2 45,5 4 25 13,1 16,0 61,5 5 19 9,9 12,2 73,7 6 19 9,9 12,2 85,9 7 22 11,5 14,1 100,0 Total 156 81,7 100,0 Missing 0 35 18,3 Total 191 100,0

Hade det varit intressant med ett större produktutbud hos Mejeribolaget? Frequency Percent Valid Percent Percent Valid Ja 121 63,4 64,4 64,4 Nej 67 35,1 35,6 100,0 Total 188 98,4 100,0 Missing 0 3 1,6 Total 191 100,0 Om Mejeribolaget ökar sitt produktutbud vad önskar du då helst? Frequency Percent Valid Percent Percent Valid Helt nya produkter 34 17,8 28,1 28,1 Fler varianter/smaker av nuvarande 5 2,6 4,1 32,2 utbud Både nya produkter och fler varianter/smaker 71 37,2 58,7 90,9 av nuvarande utbud 1,5,8 91,7 Vet ej 10 5,2 8,3 100,0 Total 121 63,4 100,0 Missing 0 70 36,6 Total 191 100,0 I vilken grad tilltalar följande produkter dig? (1=liten grad, Frequency Percent Valid Percent Percent Valid 1 9 4,7 4,8 4,8 2 14 7,3 7,4 12,2 3 20 10,5 10,6 22,9 4 20 10,5 10,6 33,5 5 34 17,8 18,1 51,6 6 31 16,2 16,5 68,1 7 60 31,4 31,9 100,0 Total 188 98,4 100,0 Missing 0 3 1,6 Total 191 100,0

I vilken grad tilltalar följande produkter dig? (1=liten grad, Frequency Percent Valid Percent Percent Valid 1 20 10,5 10,9 10,9 2 16 8,4 8,7 19,7 3 20 10,5 10,9 30,6 4 23 12,0 12,6 43,2 5 39 20,4 21,3 64,5 6 20 10,5 10,9 75,4 7 45 23,6 24,6 100,0 Total 183 95,8 100,0 Missing 0 8 4,2 Total 191 100,0 I vilken grad tilltalar följande produkter dig? (1=liten grad, Frequency Percent Valid Percent Percent Valid 1 65 34,0 36,3 36,3 2 21 11,0 11,7 48,0 3 19 9,9 10,6 58,7 4 17 8,9 9,5 68,2 5 25 13,1 14,0 82,1 6 9 4,7 5,0 87,2 7 23 12,0 12,8 100,0 Total 179 93,7 100,0 Missing 0 12 6,3 Total 191 100,0 I vilken grad tilltalar följande produkter dig? (1=liten grad, Frequency Percent Valid Percent Percent Valid 1 20 10,5 11,2 11,2 2 15 7,9 8,4 19,6 3 13 6,8 7,3 26,8 4 32 16,8 17,9 44,7 5 32 16,8 17,9 62,6 6 22 11,5 12,3 74,9 7 45 23,6 25,1 100,0 Total 179 93,7 100,0 Missing 0 12 6,3 Total 191 100,0

I vilken grad tilltalar följande produkter dig? (1=liten grad, Frequency Percent Valid Percent Percent Valid 1 19 9,9 10,7 10,7 2 18 9,4 10,2 20,9 3 23 12,0 13,0 33,9 4 33 17,3 18,6 52,5 5 26 13,6 14,7 67,2 6 16 8,4 9,0 76,3 7 42 22,0 23,7 100,0 Total 177 92,7 100,0 Missing 0 14 7,3 Total 191 100,0 I vilken grad tilltalar följande produkter dig? (1=liten grad, Frequency Percent Valid Percent Percent Valid 1 34 17,8 19,4 19,4 2 20 10,5 11,4 30,9 3 20 10,5 11,4 42,3 4 30 15,7 17,1 59,4 5 25 13,1 14,3 73,7 6 15 7,9 8,6 82,3 7 31 16,2 17,7 100,0 Total 175 91,6 100,0 Missing 0 16 8,4 Total 191 100,0 I vilken grad tilltalar följande produkter dig? (1=liten grad, Frequency Percent Valid Percent Percent Valid 1 26 13,6 14,4 14,4 2 20 10,5 11,1 25,6 3 9 4,7 5,0 30,6 4 17 8,9 9,4 40,0 5 20 10,5 11,1 51,1 6 32 16,8 17,8 68,9 7 56 29,3 31,1 100,0 Total 180 94,2 100,0 Missing 0 11 5,8 Total 191 100,0

I vilken grad tilltalar följande produkter dig? (1=liten grad, Frequency Percent Valid Percent Percent Valid 1 39 20,4 21,9 21,9 2 19 9,9 10,7 32,6 3 10 5,2 5,6 38,2 4 18 9,4 10,1 48,3 5 18 9,4 10,1 58,4 6 33 17,3 18,5 77,0 7 41 21,5 23,0 100,0 Total 178 93,2 100,0 Missing 0 13 6,8 Total 191 100,0 I vilken grad tilltalar följande produkter dig? (1=liten grad, Frequency Percent Valid Percent Percent Valid 1 11 5,8 6,0 6,0 2 11 5,8 6,0 12,0 3 17 8,9 9,3 21,3 4 22 11,5 12,0 33,3 5 34 17,8 18,6 51,9 6 32 16,8 17,5 69,4 7 56 29,3 30,6 100,0 Total 183 95,8 100,0 Missing 0 8 4,2 Total 191 100,0 I vilken grad tilltalar följande produkter dig? (1=liten grad, Frequency Percent Valid Percent Percent Valid 1 6 3,1 3,2 3,2 2 5 2,6 2,7 5,9 3 12 6,3 6,5 12,4 4 24 12,6 13,0 25,4 5 28 14,7 15,1 40,5 6 40 20,9 21,6 62,2 7 70 36,6 37,8 100,0 Total 185 96,9 100,0 Missing 0 6 3,1 Total 191 100,0

I vilken grad tilltalar följande produkter dig? (1=liten grad, Frequency Percent Valid Percent Percent Valid 1 15 7,9 8,4 8,4 2 11 5,8 6,1 14,5 3 13 6,8 7,3 21,8 4 16 8,4 8,9 30,7 5 20 10,5 11,2 41,9 6 32 16,8 17,9 59,8 7 72 37,7 40,2 100,0 Total 179 93,7 100,0 Missing 0 12 6,3 Total 191 100,0 Har du besökt Mejeribolagets hemsida tidigare? Valid Frequency Percent Valid Percent Percent Ja 134 70,2 70,2 70,2 Nej 57 29,8 29,8 100,0 Total 191 100,0 100,0 Hur ofta besöker du Mejeribolagets hemsida? Frequency Percent Valid Percent Percent Valid 1 gång i veckan 5 2,6 3,7 3,7 2-3 gånger i veckan 1,5,7 4,5 1 gång i månaden 25 13,1 18,7 23,1 2 gånger i månaden 10 5,2 7,5 30,6 Några gånger i året 93 48,7 69,4 100,0 Total 134 70,2 100,0 Missing 0 57 29,8 Total 191 100,0

Ange i vilken grad du är nöjd eller missnöjd med följande punkter gällande Mejeribolagets hemsida. Frequency Percent Valid Percent Percent Valid 1 2 1,0 1,3 1,3 2 2 1,0 1,3 2,7 3 8 4,2 5,3 8,0 4 23 12,0 15,3 23,3 5 41 21,5 27,3 50,7 6 43 22,5 28,7 79,3 7 31 16,2 20,7 100,0 Total 150 78,5 100,0 Missing 0 41 21,5 Total 191 100,0 Ange i vilken grad du är nöjd eller missnöjd med följande punkter gällande Mejeribolagets hemsida. Frequency Percent Valid Percent Percent Valid 1 2 1,0 1,3 1,3 2 2 1,0 1,3 2,6 3 13 6,8 8,6 11,2 4 27 14,1 17,8 28,9 5 47 24,6 30,9 59,9 6 35 18,3 23,0 82,9 7 26 13,6 17,1 100,0 Total 152 79,6 100,0 Missing 0 39 20,4 Total 191 100,0 Ange i vilken grad du är nöjd eller missnöjd med följande punkter gällande Mejeribolagets hemsida. Frequency Percent Valid Percent Percent Valid 1 6 3,1 4,2 4,2 2 6 3,1 4,2 8,4 3 15 7,9 10,5 18,9 4 17 8,9 11,9 30,8 5 31 16,2 21,7 52,4 6 34 17,8 23,8 76,2 7 34 17,8 23,8 100,0 Total 143 74,9 100,0 Missing 0 48 25,1 Total 191 100,0

Ange i vilken grad du är nöjd eller missnöjd med följande punkter gällande Mejeribolagets hemsida. Frequency Percent Valid Percent Percent Valid 1 3 1,6 2,0 2,0 2 2 1,0 1,4 3,4 3 9 4,7 6,1 9,5 4 24 12,6 16,2 25,7 5 33 17,3 22,3 48,0 6 42 22,0 28,4 76,4 7 35 18,3 23,6 100,0 Total 148 77,5 100,0 Missing 0 43 22,5 Total 191 100,0 Ange i vilken grad du är nöjd eller missnöjd med följande punkter gällande Mejeribolagets hemsida. Frequency Percent Valid Percent Percent Valid 1 2 1,0 1,4 1,4 2 4 2,1 2,8 4,2 3 15 7,9 10,4 14,6 4 31 16,2 21,5 36,1 5 32 16,8 22,2 58,3 6 38 19,9 26,4 84,7 7 22 11,5 15,3 100,0 Total 144 75,4 100,0 Missing 0 47 24,6 Total 191 100,0 Ange i vilken grad du är nöjd eller missnöjd med följande punkter gällande Mejeribolagets hemsida. Frequency Percent Valid Percent Percent Valid 1 14 7,3 11,4 11,4 2 13 6,8 10,6 22,0 3 16 8,4 13,0 35,0 4 19 9,9 15,4 50,4 5 27 14,1 22,0 72,4 6 21 11,0 17,1 89,4 7 13 6,8 10,6 100,0 Total 123 64,4 100,0 Missing 0 68 35,6 Total 191 100,0

I vilken grad hade det varit intressant att ha följande funktioner på Mejeribolagets hemsida. Frequency Percent Valid Percent Percent Valid 1 12 6,3 6,9 6,9 2 7 3,7 4,0 10,9 3 8 4,2 4,6 15,4 4 14 7,3 8,0 23,4 5 21 11,0 12,0 35,4 6 31 16,2 17,7 53,1 7 82 42,9 46,9 100,0 Total 175 91,6 100,0 Missing 0 16 8,4 Total 191 100,0 I vilken grad hade det varit intressant att ha följande funktioner på Mejeribolagets hemsida. Frequency Percent Valid Percent Percent Valid 1 35 18,3 21,6 21,6 2 25 13,1 15,4 37,0 3 25 13,1 15,4 52,5 4 28 14,7 17,3 69,8 5 28 14,7 17,3 87,0 6 8 4,2 4,9 92,0 7 13 6,8 8,0 100,0 Total 162 84,8 100,0 Missing 0 29 15,2 Total 191 100,0 I vilken grad hade det varit intressant att ha följande funktioner på Mejeribolagets hemsida. Frequency Percent Valid Percent Percent Valid 1 15 7,9 8,4 8,4 2 7 3,7 3,9 12,4 3 14 7,3 7,9 20,2 4 19 9,9 10,7 30,9 5 25 13,1 14,0 44,9 6 38 19,9 21,3 66,3 7 60 31,4 33,7 100,0 Total 178 93,2 100,0 Missing 0 13 6,8 Total 191 100,0

I vilken grad hade det varit intressant att ha följande funktioner på Mejeribolagets hemsida. Frequency Percent Valid Percent Percent Valid 1 46 24,1 27,4 27,4 2 22 11,5 13,1 40,5 3 26 13,6 15,5 56,0 4 33 17,3 19,6 75,6 5 14 7,3 8,3 83,9 6 14 7,3 8,3 92,3 7 13 6,8 7,7 100,0 Total 168 88,0 100,0 Missing 0 23 12,0 Total 191 100,0 Ange i vilken grad du är nöjd eller missnöjd med följande av Mejeribolagets tjänster. Frequency Percent Valid Percent Percent Valid 1 6 3,1 4,4 4,4 2 9 4,7 6,6 10,9 3 11 5,8 8,0 19,0 4 32 16,8 23,4 42,3 5 27 14,1 19,7 62,0 6 21 11,0 15,3 77,4 7 31 16,2 22,6 100,0 Total 137 71,7 100,0 Missing 0 54 28,3 Total 191 100,0 Ange i vilken grad du är nöjd eller missnöjd med följande av Mejeribolagets tjänster. Frequency Percent Valid Percent Percent Valid 1 1,5,7,7 2 2 1,0 1,4 2,1 3 9 4,7 6,2 8,2 4 24 12,6 16,4 24,7 5 30 15,7 20,5 45,2 6 35 18,3 24,0 69,2 7 45 23,6 30,8 100,0 Total 146 76,4 100,0 Missing 0 45 23,6 Total 191 100,0

Ange i vilken grad du är nöjd eller missnöjd med följande av Mejeribolagets tjänster. Frequency Percent Valid Percent Percent Valid 1 1,5,6,6 3 4 2,1 2,4 3,0 4 20 10,5 11,8 14,8 5 37 19,4 21,9 36,7 6 46 24,1 27,2 63,9 7 61 31,9 36,1 100,0 Total 169 88,5 100,0 Missing 0 22 11,5 Total 191 100,0 Ange i vilken grad du är nöjd eller missnöjd med följande av Mejeribolagets tjänster. Frequency Percent Valid Percent Percent Valid 1 1,5,6,6 2 7 3,7 4,2 4,8 3 10 5,2 6,1 10,9 4 36 18,8 21,8 32,7 5 46 24,1 27,9 60,6 6 37 19,4 22,4 83,0 7 28 14,7 17,0 100,0 Total 165 86,4 100,0 Missing 0 26 13,6 Total 191 100,0 Ange i vilken grad du är nöjd eller missnöjd med följande av Mejeribolagets tjänster. Frequency Percent Valid Percent Percent Valid 1 1,5,7,7 2 1,5,7 1,4 3 11 5,8 7,4 8,8 4 37 19,4 25,0 33,8 5 38 19,9 25,7 59,5 6 40 20,9 27,0 86,5 7 20 10,5 13,5 100,0 Total 148 77,5 100,0 Missing 0 43 22,5 Total 191 100,0

Ange i vilken grad du är nöjd eller missnöjd med följande av Mejeribolagets tjänster. Frequency Percent Valid Percent Percent Valid 2 1,5,6,6 3 4 2,1 2,3 2,8 4 23 12,0 13,0 15,8 5 26 13,6 14,7 30,5 6 57 29,8 32,2 62,7 7 66 34,6 37,3 100,0 Total 177 92,7 100,0 Missing 0 14 7,3 Total 191 100,0 Civilstatus (flera svar möjligt): Singel Valid Frequency Percent Valid Percent Percent False 162 84,8 84,8 84,8 True 29 15,2 15,2 100,0 Total 191 100,0 100,0 Civilstatus (flera svar möjligt): Gift/Sambo Valid Frequency Percent Valid Percent Percent False 33 17,3 17,3 17,3 True 158 82,7 82,7 100,0 Total 191 100,0 100,0 Civilstatus (flera svar möjligt): 1 hemmavarande barn Valid Frequency Percent Valid Percent Percent False 159 83,2 83,2 83,2 True 32 16,8 16,8 100,0 Total 191 100,0 100,0 Civilstatus (flera svar möjligt): 2 hemmavarande barn Valid Frequency Percent Valid Percent Percent False 145 75,9 75,9 75,9 True 46 24,1 24,1 100,0 Total 191 100,0 100,0

Civilstatus (flera svar möjligt): 3 hemmavarande barn Valid Frequency Percent Valid Percent Percent False 179 93,7 93,7 93,7 True 12 6,3 6,3 100,0 Total 191 100,0 100,0 Civilstatus (flera svar möjligt): 4 hemmavarande barn Valid Frequency Percent Valid Percent Percent False 189 99,0 99,0 99,0 True 2 1,0 1,0 100,0 Total 191 100,0 100,0 Civilstatus (flera svar möjligt): Fler än 4 hemmavarande barn Valid Frequency Percent Valid Percent Percent False 187 97,9 97,9 97,9 True 4 2,1 2,1 100,0 Total 191 100,0 100,0

Vänligen uppge ditt län Frequency Percent Valid Percent Percent Valid Blekinge 4 2,1 2,1 2,1 Dalarna 4 2,1 2,1 4,2 Gotland 1,5,5 4,7 Gävleborg 9 4,7 4,7 9,5 Halland 4 2,1 2,1 11,6 Jämtland 1,5,5 12,1 Jönköping 2 1,0 1,1 13,2 Kalmar 8 4,2 4,2 17,4 Kronoberg 7 3,7 3,7 21,1 Norrbotten 6 3,1 3,2 24,2 Skåne 25 13,1 13,2 37,4 Stockholm 40 20,9 21,1 58,4 Södermanlan d 4 2,1 2,1 60,5 Uppsala 14 7,3 7,4 67,9 Värmland 3 1,6 1,6 69,5 Västerbotten 5 2,6 2,6 72,1 Västernorrlan d 4 2,1 2,1 74,2 Västmanland 5 2,6 2,6 76,8 Västra Götaland 25 13,1 13,2 90,0 Örebro 5 2,6 2,6 92,6 Östergötland 14 7,3 7,4 100,0 Total 190 99,5 100,0 Missing 0 1,5 Total 191 100,0