Potato chips in the Netherlands: An analysis of firm strategy and consumer purchasing behavior
Date
2010
Authors
Francisty, David
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Publisher
Bachelor of Commerce Best Business Research Papers
Abstract
Potato chips sales are a multi-million dollar industry in the Netherlands. The purpose of this report is to analyze firm specific strategies and consumer purchasing behaviors in relation to this industry. A fundamental question is assessed throughout the report, while consistently considering the four principles of marketing (Price, Place, Product, and Promotion): How can small start-up producers strengthen their market position against global conglomerates in the Dutch potato chips market? Hoeksche Chips, a local Dutch start-up chips producer, is used as a comparison and a tool for discussion. Primary data collection, from 207 survey respondents, is analyzed and SPSS outputs considered. Results indicate that consumer’s purchasing decisions are influenced by their perceived level of product quality. Consumers find taste, flavour selection, and price as the three most important buying factors. They are unwilling to pay a premium for locally produced chips, and do not consider a chips’ healthiness as an important purchasing factor. This study concludes with a recommendation that by adapting the four principles of marketing, new start-ups can strengthen their existing strategies and be better positioned to navigate the challenges of business in the Netherlands.
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Citation
Francisty, D. (2010). Potato chips in the Netherlands: An analysis of firm strategy and consumer purchasing behavior. Bachelor of Commerce Best Business Research Papers, 3, 19–39.