«Merkevarens betydning for valg av kaffebar»

Kaffebarer er et fenomen som har eksistert i nærmere 500 år. De siste tiårene har det vært en høy ekspansjon, og Oslo som fikk sin første kaffebar i 1959 har siden den tid hatt en voldsom vekst i antall kaffebarer. Denne oppgaven tar for seg merkevarer og kaffebarer, med det overordnede forskningsspørsmålet: ”Hvilken betydning har merkevare for valg av kaffebar?” Fokuset er lagt til å omhandle Oslo. Hensikten med oppgaven har vært å få en dypere forståelse av hvordan merkevarer påvirker forbrukerne i valg av kaffebar i Oslo. Dette ble gjort ved hjelp av merkevare- og forbrukeratferdsteori. Hovedsakelig er Kellers merkepyramide brukt, for å systematisk undersøke ulike deler av merkevaren opp mot forbrukernes beslutninger. Undersøkelsene ble knyttet opp mot de fem store kaffebarene i Oslo; Starbucks, Kaffebrenneriet, Waynes Coffee, Stockfleths og Espresso House. Oppgaven baserer seg hovedsakelig på en kvantitativ tilnærming for å besvare problemstillingen. Utvalget i analysen er utelukkende personer som har besøkt kaffebarer i Oslo flere ganger i løpet av det siste året og er bosatt i Oslo og omegn. For en bedre innsikt og en mer presis utarbeidelse av den kvantitative metoden, ble det gjennomført observasjoner ved flere kaffebarkjeder i Oslo. En spørreundersøkelse ble benyttet for å innhente data til å besvare problemstillingen og vi innhentet et totalt antall av 191 gyldige besvarelser. Innhentet materiell ble brukt og analysert gjennom en statistisk analyse og sett opp mot utvalgte teorier. Våre resultater viste at kaffebarer i Oslo hovedsakelig var en sosial arena, i tillegg til at arbeid og studier utmerket seg som en viktig grunn til kaffebarbesøk for mange. Som teorien tilsier er det en positiv sammenheng mellom merkevare og forbrukervalg. Det viser seg å være en sterk sammenheng mellom kjennskap, spesielt top-of-mind, og valg av kaffebar. De sterke kaffebarmerkene synes å være best likt og det eksisterer en positiv holdning til valgt kaffebar. Det fremgår likevel av våre resultater at det er en faktor utenfor merkevaren som er vel så viktig, nemlig beliggenhet. Selv om det viser seg at forbrukerne har preferanser når det kommer til valg av kaffebar, og fortrinnsvis foretrekker sterke merkevarer, er det liten grad av lojalitet og kunde-merkerelasjon

Incidence of severe critical events in paediatric anaesthesia (APRICOT): a prospective multicentre observational study in 261 hospitals in Europe

Background Little is known about the incidence of severe critical events in children undergoing general anaesthesia in Europe. We aimed to identify the incidence, nature, and outcome of severe critical events in children undergoing anaesthesia, and the associated potential risk factors. Methods The APRICOT study was a prospective observational multicentre cohort study of children from birth to 15 years of age undergoing elective or urgent anaesthesia for diagnostic or surgical procedures. Children were eligible for inclusion during a 2-week period determined prospectively by each centre. There were 261 participating centres across 33 European countries. The primary endpoint was the occurence of perioperative severe critical events requiring immediate intervention. A severe critical event was defined as the occurrence of respiratory, cardiac, allergic, or neurological complications requiring immediate intervention and that led (or could have led) to major disability or death. This study is registered with ClinicalTrials.gov, number NCT01878760. Findings Between April 1, 2014, and Jan 31, 2015, 31â127 anaesthetic procedures in 30â874 children with a mean age of 6·35 years (SD 4·50) were included. The incidence of perioperative severe critical events was 5·2% (95% CI 5·0â5·5) with an incidence of respiratory critical events of 3·1% (2·9â3·3). Cardiovascular instability occurred in 1·9% (1·7â2·1), with an immediate poor outcome in 5·4% (3·7â7·5) of these cases. The all-cause 30-day in-hospital mortality rate was 10 in 10â000. This was independent of type of anaesthesia. Age (relative risk 0·88, 95% CI 0·86â0·90; p<0·0001), medical history, and physical condition (1·60, 1·40â1·82; p<0·0001) were the major risk factors for a serious critical event. Multivariate analysis revealed evidence for the beneficial effect of years of experience of the most senior anaesthesia team member (0·99, 0·981â0·997; p<0·0048 for respiratory critical events, and 0·98, 0·97â0·99; p=0·0039 for cardiovascular critical events), rather than the type of health institution or providers. Interpretation This study highlights a relatively high rate of severe critical events during the anaesthesia management of children for surgical or diagnostic procedures in Europe, and a large variability in the practice of paediatric anaesthesia. These findings are substantial enough to warrant attention from national, regional, and specialist societies to target education of anaesthesiologists and their teams and implement strategies for quality improvement in paediatric anaesthesia. Funding European Society of Anaesthesiology

Incidence of severe critical events in paediatric anaesthesia (APRICOT): a prospective multicentre observational study in 261 hospitals in Europe

Background Little is known about the incidence of severe critical events in children undergoing general anaesthesia in Europe. We aimed to identify the incidence, nature, and outcome of severe critical events in children undergoing anaesthesia, and the associated potential risk factors. Methods The APRICOT study was a prospective observational multicentre cohort study of children from birth to 15 years of age undergoing elective or urgent anaesthesia for diagnostic or surgical procedures. Children were eligible for inclusion during a 2-week period determined prospectively by each centre. There were 261 participating centres across 33 European countries. The primary endpoint was the occurence of perioperative severe critical events requiring immediate intervention. A severe critical event was defined as the occurrence of respiratory, cardiac, allergic, or neurological complications requiring immediate intervention and that led (or could have led) to major disability or death. This study is registered with ClinicalTrials.gov, number NCT01878760. Findings Between April 1, 2014, and Jan 31, 2015, 31 127 anaesthetic procedures in 30 874 children with a mean age of 6.35 years (SD 4.50) were included. The incidence of perioperative severe critical events was 5.2% (95% CI 5.0-5.5) with an incidence of respiratory critical events of 3.1% (2.9-3.3). Cardiovascular instability occurred in 1.9% (1.7-2.1), with an immediate poor outcome in 5.4% (3.7-7.5) of these cases. The all-cause 30-day in-hospital mortality rate was 10 in 10 000. This was independent of type of anaesthesia. Age (relative risk 0.88, 95% CI 0.86-0.90; p<0.0001), medical history, and physical condition (1.60, 1.40-1.82; p<0.0001) were the major risk factors for a serious critical event. Multivariate analysis revealed evidence for the beneficial effect of years of experience of the most senior anaesthesia team member (0.99, 0.981-0.997; p<0.0048 for respiratory critical events, and 0.98, 0.97-0.99; p=0.0039 for cardiovascular critical events), rather than the type of health institution or providers. Interpretation This study highlights a relatively high rate of severe critical events during the anaesthesia management of children for surgical or diagnostic procedures in Europe, and a large variability in the practice of paediatric anaesthesia. These findings are substantial enough to warrant attention from national, regional, and specialist societies to target education of anaesthesiologists and their teams and implement strategies for quality improvement in paediatric anaesthesia