Epsilon Archive for Student Projects

Abstract

The objective of this study is to identify, investigate, and explore ethnic entrepreneurs and mainstream retailers drivers, and problems behind the growing market for ethnic food in Sweden. In particular, the study will explore how these drivers and problems can be tackled and integrated to fit the new food experience among consumers that are demanding higher quality. In order for this study to be carried out as planned, a partial understanding of the
ethnic food supply chain the ethnic entrepreneurs and mainstream retailers’ perspective will be discussed so as to shed more light and highlight the internetworking conditions among participants in this industry
The research method is a qualitative one with the use of in depth interview to dig deep and explore the subject of study. An inductive approach is used to analyse the empiric s that showed some interesting findings. This was further discussed and expatiated on using a follow of narrative thoughts and concepts from the author’s perspective, and well renowned ideas, practices and academics work of selected researchers in the field.

The drivers for entering into the ethnic food business were identified among ethnic entrepreneurs and mainstream retailers in Sweden. For the ethnic entrepreneurs these include the need to respond to the “want” of the consumers as well as create jobs and also integrating into the society. The findings showed that the mainstream retailers on the other hand, are driven into the market majorly as a result of their observation of the trends developing among
ethnic consumer and the locals. The trend showed the popularity in ethnic food consumption and increased adaptation of global trend within the ethnic food market being adopted among mainstream retailers and ethnic entrepreneurs.

Some of the problems identified where common to both retailers and the ethnic entrepreneurs while some were not. In a nut shell some of these problems were related to labelling, package presentation, product display, inadequate knowledge about the ethnic food products and some
food concept, ethnic food sourcing, and institutional problem relating to the host country (i.e. Swedish in this case) system, unification of standardization and certification within the ethnic food certifiers and approval board. The writer further discussed interesting ideas on how to tackle these problems.