Brand Perception of Full-Service Supermarket Chains in Kajaani

Abstract

This thesis investigates how consumers in Kajaani perceive the brands of full-service supermarket chains—Prisma, K-Citymarket and K-Supermarket (Sammonkari and Lohtaja)—and how these per-ceptions shape value-for-money judgements, trust, loyalty and willingness to pay premium prices despite lower-cost alternatives. Anchored in Aaker’s Brand Equity Model and Keller’s CBBE framework, alongside cultural, behavioral and relational branding theories, the study addresses a notable gap in understanding supermarket brand perception within smaller Finnish cities where trust, sustainability and local identity are culturally embedded in everyday consumption. Adopting interpretive philosophy and qualitative content analysis, the research analyses 60 naturally occur-ring textual units from consumer reviews, social media discussions, mainstream news, and corporate sustainability communications published between 2020 and 2024. Thematic analysis identifies five interrelated dimensions—Perceived Value-for-Money, Trust and Consistency, Sustainability and Authenticity, Emotional and Cultural Connection, and Digital Convenience and Innovation. Findings reveal that Finnish consumers evaluate supermarket brands through a multidimensional value lens in which moral, cultural and experiential factors outweigh purely economic considerations. Price fairness is accepted when paired with reliable service, transparent sourcing, local engagement and credible sustainability practices, while even minor breaches of trust trigger significant reputational decline. The study concludes that brand differentiation in regional Finnish markets depends less on functional attributes and more on authentic cultural alignment, emotional resonance, and verifiable ethical behavior. The thesis offers strategic recommendations for strengthening brand equity through enhanced transparency, community integration, sustainability communication, and digital service development, contributing both theoretical refinement and practical insights for supermarket branding in high-trust, value-driven contexts.