Studiens bidrag och förslag på framtida forskning

Syftet med studien är att påvisa att det finns skillnader i köpbeteende mellan konsumenter som väljer hälsosamma eller ohälsosamma alternativ som första val. Uppsatsen har följaktligen bidragit med kunskap till om huruvida det finns skillnader i konsumenter som väljer hälsosamma eller ohälsosamma alternativ som första val. Studien visar också att konsumenter som kommer igång tidigare med sin handling, alltså konsumenter som tar något i ”open up the wallet” sektionen, handlar fler produkter sett till antal. Av den orsaken att det inte finns så mycket forskning inom ämnet, så bidrar studien även med

kunskap om att en “open up the wallet” sektion faktiskt är relevant för butiksägaren att ha. Studien har även bidragit med resultat som ICA och andra livsmedelsbutiker kan använda sig av och ha nytta av.

Framtida forskning som kan genomföras är att genomföra en liknande eller samma studie för att bekräfta att resultaten verkligen är generaliserbara och att studien är replikerbar. Utöver detta skulle det gå att genomföra djupare och mer avancerade analyser på detta så som regressionsanalys och liknande.

Ytterligare förslag på framtida forskning är att genomföra studien under en hel eller flera veckor för att få med alla veckodagar och se hur dessa skiljer sig. Det skulle också vara möjligt att studera kvittona närmare och se om det är en specifik produkt som är mer vanlig eller relevant än andra. Vidare kan skulle det gå att undersöka kaloriinnehållet på alla produkter för att få ett mer exakt resultat på vad som är hälsosamt och ohälsosamt.

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