<p>Environmental awareness has increased rapidly around the globe inrecent years, which has lead to consumer demands for sustainable products. Inreaction to this, companies try to keep up with consumer demands and green theirsupply chain, in hope to acquire a competitive advantage. This research willtherefore determine to what extent these green supply chain practices influence thebuying decision of consumers.Environmental awareness has increased rapidly around the globe inrecent years, which has lead to consumer demands for sustainable products. Inreaction to this, companies try to keep up with consumer demands and green theirsupply chain, in hope to acquire a competitive advantage. This research willtherefore determine to what extent these green supply chain practices influence thebuying decision of consumers.</p>

This diploma thesis demonstrates the importance of the internet sales in today's world, using an example of the real world company, Triola, which specializes in lingerie manufacturing. Objective of this thesis is behavioral analysis of the company's customers, followed by evaluation of this knowledge which results into recommendations on how to optimize internet sales and how to enhance the design and functionality to achieve this. Analysis and its evaluation are both based on the latest research in this field, which describes the customer's motivation for the internet shopping and the correlation between web design and impulsive shopping. Part of the analysis is also the comparison of trends in behavior of customers all across the world with customers from Czech Republic and with customers of Triola company, trying to identify trends that will likely affect the Triola company in the future. The thesis also comes up with important information about the customers of the Triola company and possible evolution of the internet sales and shows the different approaches for the Triola to take, in order to make internet shopping a pleasant experience for its customers and to raise the internet sales rates as a result.

A global crisis struck the world in the shape of the COVID-19 pandemic at the beginning of 2020. As a result, supermarkets have experienced panic buying behaviors, empty store shelves, out of stocks, and a large increase in online sales. Supermarkets, producers, marketers, and businesses have had to adapt to consumers' changed buying behavior in food consumption. In previous research, it has been found that price and quality are two of the most influential factors in the consumer decision- process, in particular, increased price sensitivity and perceived quality of food products concerns consumers in crisis situations. The aim of this study was to research beyond panic buying behaviors, by investigating if consumer buying behavior has changed during the COVID-19 pandemic regarding price sensitivity and perceived quality within two specific food categories, meat as well as fruits and vegetables. In addition, a moderating effect of residency in either Austria or Sweden was tested. A quantitative method has been used, in which consumers in Austria and Sweden were surveyed in an online questionnaire. 169 responses from consumers were analyzed. The result suggests that the buying behavior in regard to price sensitivity and perceived quality of meat, fruits, and vegetables has changed during the COVID-19 pandemic. No moderating effect of residency was found. The findings in the study create a foundation in a unique crisis situation that has never been studied before and the exploratory nature of the study gives multiple indicators for future research.

In recent years, the sales promotion techniques provided by marketing strategies has increased and has become an important factor in the fashion industry. In todays society customers have more knowledge and easier access to information online. Due to the growth of consumer awareness, businesses need to gain insight on how limited-time promotion techniques affect consumers.  Accordingly, the purpose is to gain insight and understand how millennials' impulse buying is influenced by limited-time promotion when purchasing fashion products online, and explore if hedonic and utilitarian motivation appear and lead millennials to a purchase decision. The aim is to develop a more recent and essential knowledge within this topic due to the poverty of recent studies on if limited-time promotion influences millennials impulse buying behavior.  The empirical findings that were collected using a multiple-method qualitative study of four focus-groups and six semi-structured interviews with people originated from Sweden. The findings were analyzed and discussed with the literature that have been presented to determine their similarities or differences.  The conclusion of this thesis demonstrates millennials in Sweden's awareness of businesses marketing strategies, and that they are detached to the process. Throughout the thesis, millennials' attitudes towards the businesses promotions in the market is saturated, and that they are not influenced by limited-time promotion online since the knowledge that there will soon occur a discount again. Although the increased awareness of millennials in Sweden, utilitarian and hedonic motivations tend to create impulse-buying behavior online. Furthermore, to attract millennials in Sweden some factors have been identified.

Den digitala utvecklingen i dagens samhälle ger konsumenter reklam och erbjudande vart de än kollar. Via sociala medier når företag lätt ut till sin målgrupp och kan med små medel påverka konsumentens behov. Detta har skapat ett nytt sätt att konsumera där konsumenter inte endast handlar nödvändigheter utan skapar ett eget behov i takt med att den ständiga exponeringen för nya produkter. Denna exponeringen leder till impulsiva köp. I denna studie har en kvantitativ enkät och en kvalitativ intervju använts för att kartlägga konsumentens köpbeteende. Syftet är att undersöka de interna och externa faktorer sompåverkar konsumenternas impulsiva köpbeteende. Den kvantitativa enkäten användes för att ge en generell bild av konsumenternas köpbeteende för att sedan kompletteras med intervjuernas mer djupgående svar. Studiens resultat presenteras och analyseras utifrån tre utvalda kategorier som varit grund till enkät- och intervjufrågorna. Kategorierna utgår från studiens valda teoretiska perspektiv som innefattar modellerna Consumer Impulsive Formation Enactment (CIFE) och The Stimulus-Organism-Response (S-O-R). Modellerna används som hjälpmedel för att kartlägga konsumenternas beteende gällande såväl interna som externa faktorer. Utifrån modellerna har ett eget teoretiskt ramverk utvecklats för studien. Modellen heter DIA-modellen och är en sammanfattning av studiens teoretiska perspektiv och används för att kartlägga impulsiva konsumentbeteende i den digitala modehandeln. Modellen utgår ifrån följande kategorier: digitalt köpbeteende, impulsivt köpbeteende och affektiv påverkan. En slutsats som kan dras av denna undersökning är att de miljöpåverkande och externa faktorerna spelar en stor roll i skapandet av konsumenternas behov. Resultatet visade att respondenterna ansågs sig göra oplanerade köp som en följd avett behov som uppkom först när de presenterades för produkten i fråga. Detta visade sig även ha en större påverkan på de yngre respondenterna som påverkades i större utsträckning via sociala medier och dess omgivning. De interna faktorer som visade sig vara avgörande var utvärderingen och motiveringen av köpet. För vidare studier kan förslagsvis skillnader påmän och kvinnors impulsiva köpbeteende undersökas för att se om där finns skillnader. Studiens begränsningar är det utvalda kategorier som undersöker hur interna och externa faktorer påverkar impulsivt köpbeteende. Om konsumenten ansåg sig kunna motivera sitt köp i utvärderingsprocessen var möjligheten större att denne gjorde impulsiva inköp. Så som konsument gäller de att ställa sig själv och sin omgivning frågan: ” Hallå, behöver duverkligen den där?” / The digital development in today's society gives consumers advertising and offers wherever they look. Companies can easily reach their target group and easily influence the consumer's needs through social media. Today consumers not only buy their necessaries but also what they consider they want. This exposure leads to impulsive purchases. I denna studie har en kvantitativ enkät och en kvalitativ intervju använts för att kartlägga konsumentens köpbeteende. Syftet är att undersöka de interna och externa faktorer som påverkar konsumenternas impulsiva köpbeteende. Den kvantitativa enkäten användes för att ge en generell bild av konsumenternas köpbeteende för att sedan kompletteras med intervjuernas mer djupgående svar. Studiens resultat presenteras och analyseras utifrån tre utvalda kategorier som varit grund till enkät- och intervjufrågorna. Kategorierna utgår från studiens valda teoretiska perspektiv som innefattar modellerna Consumer Impulsive Formation Enactment (CIFE) och The Stimulus-Organism-Response (S-O-R). Modellerna används som hjälpmedel för att kartlägga konsumenternas beteende gällande såväl interna som externa faktorer. Utifrån modellerna har ett eget teoretiskt ramverk utvecklats för studien. Modellen heter DIA-modellen och är en sammanfattning av studiens teoretiska perspektiv och används för att kartlägga impulsiva konsumentbeteende i den digitala modehandeln. Modellen utgår ifrån följande kategorier: digitalt köpbeteende, impulsivt köpbeteende och affektiv påverkan. En slutsats som kan dras av denna undersökning är att de miljöpåverkande och externa faktorerna spelar en stor roll i skapandet av konsumenternas behov. Resultatet visade att respondenterna ansågs sig göra oplanerade köp som en följd av ett behov som uppkom först när de presenterades för produkten i fråga. Detta visade sig även ha en större påverkan på de yngre respondenterna som påverkades i större utsträckning via sociala medier och dess omgivning. De interna faktorer som visade sig vara avgörande var utvärderingen och motiveringen av köpet. För vidare studier kan förslagsvis skillnader på män och kvinnors impulsiva köpbeteende undersökas för att se om där finns skillnader. Studiens begränsningar är det utvalda kategorier som undersöker hur interna och externa faktorer påverkar impulsivt köpbeteende. Om konsumenten ansåg sig kunna motivera sitt köp i utvärderingsprocessen var möjligheten större att denne gjorde impulsiva inköp. Så som konsument gäller de att ställa sig själv och sin omgivning frågan: ” Hallå, behöver du verkligen den där?

Increasing speed Internet access, technical progress in digital photography and globalization opened up a new business market with stock photography. The aim is to analyze this market from the photographer's point of view and describe his marketing opportunities. The first chapter analyzes the microstock photography market. The second chapter describes the photographer's marketing mix and marketing planning. The third part evaluates microstock customer behavior and requirements based on quantitative market research of the selected target group. The last part is dictionary to familiarize with the terminology used in microstock photography business.

Problem: The increasing online operations of the B2B market has led to companies being able to operate all over the world, making them exposed to various markets with different preferences of supplier relationships. For that reason, it is important for companies to consider aspects such as digitalization, culture and buyer-seller relationships when conducting business with foreign companies. One industry that has been reluctant towards this online shift is the display materials industry. However, during recent years display material suppliers operating online have become more successful. Therefore, understanding companies purchasing process when buying display material online is necessary.   Purpose: This thesis aims to explain and investigate the online organizational buying behavior of British and Swedish organizations while purchasing display materials and several factors that influence it, such as culture, digitalization and buyer-seller relationships are examined.   Method: A qualitative approach with semi-structured interview was used to conduct this research. Eight participants from British and Swedish organizations who are customers of the display material company SignMax were interviewed. The data collected has been analyzed together with literature on online organizational buying behavior and the influencing factors. Results: The findings of this research showed that the level of product involvement and national culture decides and forms the importance of the purchase, the purchasing process and the type of supplier-relationship desired. Additionally, the attitude towards digitalization and the experience of online purchases determine the level of personal contact and support. Based on the empirical analysis the findings showed that for the cases of UK and Sweden, UK was more performance-oriented in their supplier relationships and highly valued ease of use and a smooth purchasing process. Sweden on the other hand, focused more on soft-values such as personal contact and support.

This diploma thesis focuses on holiday buying behavior of residents of South Bohemia. The aim of the diploma thesis was to analyse and evaluate buying behavior of residents of the Region of South Bohemia during holiday planning and the holiday itself and to give recommendations to businesses working in tourism. First, terms concerning tourism, buying behavior, market segmentation and marketing research are explained in the theoretical part. Thereafter marketing research was conducted to gain the necessary data by questionnaire. The questionnaire results were converted into charts and graphs in Microsoft Excel and described in the practical part. The presented hypotheses were accepted or rejected on the basis of the evaluation of the received data in Microsoft Excel and the statistical program Statistica. The data analysis of the questionnaire and statistically significant differences served as the basis for summarising recommendations for businesses in the tourist sector focusing on single segments in the holiday market.

Green marketi ng is aimed at directing a company‘s efforts to undertake the processes of designing a product, its promotion, pricing, and distribution in a way that can help to protect the environment. The current study is aimed at investigating the influence of green marketing practices including eco-labeling, green branding and green advertising on consumer buying behavior in Pakistan which is a developing country. The study has also analyzed the mediating effect of environmental knowledge in the relationship between green marketing practices and consumer buying behavior. The research useda quantitative approach and a structured survey questionnaire to collect data from 300 respondents. The study results revealed that green advertising and green branding has a significant positive relationship with consumer buying behavior while eco-labeling is not a significant predictor for this purpose. Moreover, environmental knowledge partially mediates the relationship between green marketing and consumer buying behavior. In this way, the current study has contributed to literature by analyzing the green marketing practices with and without the presence of environmental knowledge in Pakistan. The results of the research are helpful for marketers to emphasize more on green advertising being the strong predictor of consumer buying behavior. It also urges them to make their environmental friendly activities closer to reality in order to gain greater acceptability from consumers. However, the study has not taken into account alldimensions of green marketing and the sample responses belong to the population in only urban areas of Pakistan.

The aim of this thesis is to map and analyze Czech internet environment with regard to the perception of e-shop brands and shopping behavior when online shopping. A sub-goal is to find the key factors and trends in purchase decisions of Czech consumers on the internet and compare its roles with role of e-shop brands. The secondary objective of this work is to make brand evaluation of Czech e-shop Alza.cz. Analysis of available secondary data and own primary market research survey via the internet have been done as a part of this thesis. Three hypotheses have been identified and tested. Recommendations based on the research outcomes have been formulated for e-shops operating on the Czech online market as well as concrete recommendations for e-shop Alza.cz.