The purpose of this thesis was to investigate if there is a relationship between brandinvolvement, brand attitude and buying intention. From the purpose, two hypotheses weredeveloped. Brand involvement has a positive impact on brand attitude and a positive Brandattitude has a positive impact on buying intention. They were tested on the eventMöbelriksdagen. A quantitative method was used, an e‐mail questionnaire was sent out to400 previous participants to Möbelriksdagen and 80 of them responded. The result showsthat the hypothesis is supported. There is a clear connection between both brandinvolvement and brand attitude, and between brand attitude and buying intention. Thesefindings give organizations an understanding of the importance of having involved customersto affect the brand attitude, buying intention and event participation. Recommendations arepresented and could help organizations to know what is important to focus on when theywant to affect buying intention and event participation.

The increasing competition and the predicted changes in the retail sector are pressurising marketers to be more competitive in order to ensure that their brands are amongst the leading brands. Marketers need to constantly develop innovative marketing strategies to create brand awareness, as well as to stimulate demand for specific brands. An important tool in this regard is the marketing communication mix, of which sales promotion is one of the most effective elements in the fast moving consumer goods (FMCG) sector. It is the responsibility of marketers to select the most appropriate sales promotion technique for a specific market segment or, more specifically, to select the most appropriate technique to effectively encourage the desired effect on the consumer buying behaviour. The South African Generation Y cohort (individuals born between 1986 and 2005) accounts for 40 percent of the total South African population and the black Generation Y portion represents 84 percent of the total South African Generation Y cohort. Those involved in attaining a tertiary qualification are likely to represent the future ‘Black Diamonds’ who represent South Africa’s growing prosperous African middle class that have experienced a 39 percent yearly growth rate in their spending power. Therefore, the black Generation Y student cohort is a very attractive market segment and it is critical to determine what sales promotion techniques are preferred by this specific market segment. The purpose of this study was to analyse the black Generation Y students’ attitudes towards different sales promotion techniques on low involvement products, since low involvement products tend to be more responsive to sales promotion techniques. For this study, the target population comprised black Generation Y students registered at the 23 South African registered public HEIs. From the sampling frame, a non-probability judgment sample of one traditional university and one university of technology in Gauteng was selected. Thereafter, a non-probability convenience sample of 600 black students from the selected HEIs aged between 18 and 24 years was drawn. A self-administered questionnaire was hand delivered to the lecturers and distributed to the respondents during one lecture period. The questionnaire requested respondents to indicate on a six-point Likert scale their attitudes towards four sales promotion techniques on 20 items as well as to provide certain demographic data. The findings of this study indicate that black Generation Y students have an overall positive attitude towards the sales promotion techniques measured in this study and that these techniques are suitable for inducing specific consumer buying behaviours concerning low involvement products. Furthermore, the findings indicate that buy one get one free and free sample offers are the most preferred sales promotion techniques and are more likely to exert an influence on consumer buying behaviours than the other sales promotion techniques. Insights gained from this study will help both marketers and retailers to understand current black Generation Y consumers’ attitudes towards sales promotion techniques, as well as to understand which sales promotion techniques are preferred and most likely to influence specific consumer buying behaviours. / Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013

The South African spa market is booming and strong growth rates have been recorded for both revenue and visits between 2002 and 2008. As a result of these growth rates, competition among spas is increasing; spa managers and spa marketers therefore have to ensure that their businesses have marketing plans that have sufficiently detailed consumer information in order to allow these businesses to remain competitive in the growing spa industry. Satisfied consumers are probably one of the most important aspects to consider when planning strategies aimed at achieving a competitive advantage in an industry. When consumers are satisfied, they will return and also recommend services to friends and family. In order to ensure consumer satisfaction in the spa industry, spa managers and their marketers should ensure they have sufficient knowledge regarding the descriptive characteristics of their consumers in terms of their demographic and geographic backgrounds, as well as their specific needs regarding spas and spa visits. The method used by businesses to collect the sufficient information regarding their consumers is known as market segmentation. The study followed a descriptive research design, which was supported by a quantitative method of collecting data. The data collection instrument used was a structured self-administered questionnaire. For the purpose of selecting respondents a non-probability sampling procedure was followed and 98 respondents participated in the study. The main aim of this study was to obtain the information necessary for developing personas as basis for market segmentation in Pretoria spas. Quantitative information was therefore collected, which was used to compile the following profile of a typical study population respondent: * The typical study population respondent can be described as a White Generation Y female who is either single or married/living together without any children. She speaks Afrikaans or English and is a full-time employed professional living with between 1 and three family members. She leads a healthy lifestyle, has a high living standard and is willing to travel up to 30km to a spa. Her actual spa visits are less than twice a year, twice a year or once every three months. However, she would like to visit a spa more frequently, such as monthly or weekly. The reason she cannot visit more often is because spa visits are expensive and she does not have time to visit more often. Her major reasons for visiting a spa are to relief/reduce stress, to feel better about herself, for overall wellness or for special occasions such as birthdays, holidays or when she receives a gift card. When visiting a spa she would prefer to go alone, with one or two good friends or with her husband/life partner. Her perception of spa visits is positive for the relieving of stress and the soothing of sore joints and muscles. The buying behaviour of the typical study population respondent will be affected by aspects such as recession or financial difficulty, the reference of a good friend, the recommendation of a family member and friend, information on a website, the professionalism and friendliness of the spa therapists and the types of services a spa offer. The recommendations that can be made to marketers regarding the results of this study are the following: * Spa managers and marketers can use the profile as starting point for the qualitative research that has to follow the quantitative research when developing personas. * The current profile may be used to for developing marketing strategies until personas have been developed. * The collected data may be used to compile profiles to be used as input for further research on other potential markets such as male spa users. / Thesis (M.Com. (Marketing Management))--North-West University, Potchefstroom Campus, 2011.

The combined study of consumer ethnocentrism and lifestyle is a unique approach that marketers can use to determine consumer buying behaviour and to refine market segmentation. In particular, marketers need to study consumer buying behaviour and examine the main influences regarding what, where, when and how consumers buy, as this knowledge will allow marketers to predict how consumers make their purchase decisions and how they will respond to various marketing strategies. A better understanding of the buying behaviour of consumers in a prospective market segment will help marketers to devise more effective marketing strategies for targeting consumers in the particular market segment they wish to pursue, and therefore, market segmentation is an extremely useful marketing tool. The Black Diamond consumer segment in South Africa has been receiving heightened attention from marketers recently due to the increasing purchasing power of this segment, and therefore it is necessary for marketers to gain a more profound understanding of these consumers so that they will be able to address Black Diamonds' specific needs, wants and preferences. This will assist marketers to devise marketing strategies that target the Black Diamond segment more effectively. The primary objective of this study was to determine consumer ethnocentrism and lifestyle among Black Diamonds in Sandton. This objective was addressed by using an adapted version of the Consumer Ethnocentrism Scale (CETSCALE) to measure the level of consumer ethnocentrism among Black Diamonds and by determining the lifestyle of this group by using the activities, interests and opinions (AIO) approach to measure the levels of six lifestyle dimensions, namely fashion consciousness, self–consciousness, health consciousness, homemaking, community orientation, and cost–consciousness. Based on literature consulted, an interviewer–administered questionnaire was developed and distributed to Black Diamond consumers by five fieldworkers in the Sandton area, in the city of Johannesburg, in the Gauteng province. Convenience and judgement sampling (non–probability sampling methods) were used and a total of 200 respondents participated in this study. The validity and reliability of the adapted version of the CETSCALE used in the questionnaire to measure the level of consumer ethnocentrism of respondents, as well as the six batteries of statements used to measure the levels of the respective lifestyle dimensions, were determined by means of factor analysis. The results indicated that consumer ethnocentrism is moderately high among respondents. Furthermore, moderately high levels of fashion consciousness, self–consciousness, health consciousness and cost–consciousness were found among respondents. Low levels of interest were established in homemaking activities and community orientation. It was found that various underlying relationships exist between consumer ethnocentrism and lifestyle dimensions of respondents, specifically between the lifestyle dimensions of health consciousness, homemaking and community orientation. It was further found that significant differences exist between the perceptions of respondents toward consumer ethnocentrism and the lifestyle dimensions in terms of their diverse age categories. It is recommended that marketers should stress product attributes, benefits, and superior aspects of the product by underplaying the product's country of origin, in light of the high level of consumer ethnocentrism prevalent among Black Diamonds. Furthermore, it is recommended that marketers and organisations should adapt and modify their current marketing strategies in order to appeal to the various lifestyle dimensions of Black Diamonds, specifically focussing on the higher levels of fashion consciousness, self–consciousness, health consciousness and cost–consciousness among Black Diamonds, whilst underplaying homemaking and community orientation. By considering consumer ethnocentrism and lifestyle, and realising that these factors affect the buying behaviour of Black Diamonds, marketers will be able to develop effective marketing strategies that will allow them to target the Black Diamond consumer segment more effectively and efficiently. Recommendations for future research include examining consumer ethnocentrism and lifestyle among Black Diamonds in a wider geographic area, drawing a larger sample size from the target population, and being more selective with regard to the respondents included in the study, in order to ensure that the most appropriate respondents do indeed form part of population under scrutiny. Furthermore, in order to improve the validity of the study, future research could be conducted by incorporating more qualitative forms of research such as focus groups and interviews. In addition to the six lifestyle dimensions that were measured in this study, a wider range of lifestyle dimensions can be measured in future research. / Thesis (M.Com. (Marketing Management))--North-West University, Potchefstroom Campus, 2012.

The South African spa market is booming and strong growth rates have been recorded for both revenue and visits between 2002 and 2008. As a result of these growth rates, competition among spas is increasing; spa managers and spa marketers therefore have to ensure that their businesses have marketing plans that have sufficiently detailed consumer information in order to allow these businesses to remain competitive in the growing spa industry. Satisfied consumers are probably one of the most important aspects to consider when planning strategies aimed at achieving a competitive advantage in an industry. When consumers are satisfied, they will return and also recommend services to friends and family. In order to ensure consumer satisfaction in the spa industry, spa managers and their marketers should ensure they have sufficient knowledge regarding the descriptive characteristics of their consumers in terms of their demographic and geographic backgrounds, as well as their specific needs regarding spas and spa visits. The method used by businesses to collect the sufficient information regarding their consumers is known as market segmentation. The study followed a descriptive research design, which was supported by a quantitative method of collecting data. The data collection instrument used was a structured self-administered questionnaire. For the purpose of selecting respondents a non-probability sampling procedure was followed and 98 respondents participated in the study. The main aim of this study was to obtain the information necessary for developing personas as basis for market segmentation in Pretoria spas. Quantitative information was therefore collected, which was used to compile the following profile of a typical study population respondent: * The typical study population respondent can be described as a White Generation Y female who is either single or married/living together without any children. She speaks Afrikaans or English and is a full-time employed professional living with between 1 and three family members. She leads a healthy lifestyle, has a high living standard and is willing to travel up to 30km to a spa. Her actual spa visits are less than twice a year, twice a year or once every three months. However, she would like to visit a spa more frequently, such as monthly or weekly. The reason she cannot visit more often is because spa visits are expensive and she does not have time to visit more often. Her major reasons for visiting a spa are to relief/reduce stress, to feel better about herself, for overall wellness or for special occasions such as birthdays, holidays or when she receives a gift card. When visiting a spa she would prefer to go alone, with one or two good friends or with her husband/life partner. Her perception of spa visits is positive for the relieving of stress and the soothing of sore joints and muscles. The buying behaviour of the typical study population respondent will be affected by aspects such as recession or financial difficulty, the reference of a good friend, the recommendation of a family member and friend, information on a website, the professionalism and friendliness of the spa therapists and the types of services a spa offer. The recommendations that can be made to marketers regarding the results of this study are the following: * Spa managers and marketers can use the profile as starting point for the qualitative research that has to follow the quantitative research when developing personas. * The current profile may be used to for developing marketing strategies until personas have been developed. * The collected data may be used to compile profiles to be used as input for further research on other potential markets such as male spa users. / Thesis (M.Com. (Marketing Management))--North-West University, Potchefstroom Campus, 2011.

The combined study of consumer ethnocentrism and lifestyle is a unique approach that marketers can use to determine consumer buying behaviour and to refine market segmentation. In particular, marketers need to study consumer buying behaviour and examine the main influences regarding what, where, when and how consumers buy, as this knowledge will allow marketers to predict how consumers make their purchase decisions and how they will respond to various marketing strategies. A better understanding of the buying behaviour of consumers in a prospective market segment will help marketers to devise more effective marketing strategies for targeting consumers in the particular market segment they wish to pursue, and therefore, market segmentation is an extremely useful marketing tool. The Black Diamond consumer segment in South Africa has been receiving heightened attention from marketers recently due to the increasing purchasing power of this segment, and therefore it is necessary for marketers to gain a more profound understanding of these consumers so that they will be able to address Black Diamonds' specific needs, wants and preferences. This will assist marketers to devise marketing strategies that target the Black Diamond segment more effectively. The primary objective of this study was to determine consumer ethnocentrism and lifestyle among Black Diamonds in Sandton. This objective was addressed by using an adapted version of the Consumer Ethnocentrism Scale (CETSCALE) to measure the level of consumer ethnocentrism among Black Diamonds and by determining the lifestyle of this group by using the activities, interests and opinions (AIO) approach to measure the levels of six lifestyle dimensions, namely fashion consciousness, self–consciousness, health consciousness, homemaking, community orientation, and cost–consciousness. Based on literature consulted, an interviewer–administered questionnaire was developed and distributed to Black Diamond consumers by five fieldworkers in the Sandton area, in the city of Johannesburg, in the Gauteng province. Convenience and judgement sampling (non–probability sampling methods) were used and a total of 200 respondents participated in this study. The validity and reliability of the adapted version of the CETSCALE used in the questionnaire to measure the level of consumer ethnocentrism of respondents, as well as the six batteries of statements used to measure the levels of the respective lifestyle dimensions, were determined by means of factor analysis. The results indicated that consumer ethnocentrism is moderately high among respondents. Furthermore, moderately high levels of fashion consciousness, self–consciousness, health consciousness and cost–consciousness were found among respondents. Low levels of interest were established in homemaking activities and community orientation. It was found that various underlying relationships exist between consumer ethnocentrism and lifestyle dimensions of respondents, specifically between the lifestyle dimensions of health consciousness, homemaking and community orientation. It was further found that significant differences exist between the perceptions of respondents toward consumer ethnocentrism and the lifestyle dimensions in terms of their diverse age categories. It is recommended that marketers should stress product attributes, benefits, and superior aspects of the product by underplaying the product's country of origin, in light of the high level of consumer ethnocentrism prevalent among Black Diamonds. Furthermore, it is recommended that marketers and organisations should adapt and modify their current marketing strategies in order to appeal to the various lifestyle dimensions of Black Diamonds, specifically focussing on the higher levels of fashion consciousness, self–consciousness, health consciousness and cost–consciousness among Black Diamonds, whilst underplaying homemaking and community orientation. By considering consumer ethnocentrism and lifestyle, and realising that these factors affect the buying behaviour of Black Diamonds, marketers will be able to develop effective marketing strategies that will allow them to target the Black Diamond consumer segment more effectively and efficiently. Recommendations for future research include examining consumer ethnocentrism and lifestyle among Black Diamonds in a wider geographic area, drawing a larger sample size from the target population, and being more selective with regard to the respondents included in the study, in order to ensure that the most appropriate respondents do indeed form part of population under scrutiny. Furthermore, in order to improve the validity of the study, future research could be conducted by incorporating more qualitative forms of research such as focus groups and interviews. In addition to the six lifestyle dimensions that were measured in this study, a wider range of lifestyle dimensions can be measured in future research. / Thesis (M.Com. (Marketing Management))--North-West University, Potchefstroom Campus, 2012.

Den digitala utvecklingen har lett till en stor förändring kring hur konsumenter utför sina köp. I många branscher, exempelvis detaljhandeln, är e-handeln väldigt förekommande och börjar bli allt vanligare inom dagligvaruhandeln. Bland svenska konsumenter är det vanligt att de någon gång provat att handla dagligvaror på internet, men den totala omsättningsandelen talar för att det inte görs i en större utsträckning, jämfört med andra branscher. Inköp av dagligvaror sker ofta och återkommande och präglas av ett vanebeteende. Förutom detta föreligger flera faktorer som påverkar hur svenska konsumenter handlar sina dagligvaror.   Syftet med denna studie är att skapa förståelse varför svenska konsumenter inte handlar dagligvaror på internet i större utsträckning, då de har god erfarenhet av onlineköp i övriga branscher samtidigt som de bekantat sig med inköpskanalen inom dagligvaruhandeln. Den syftar även till att identifiera de faktorer som påverkar att en konsument köper sina dagligvaror på internet   Det resultat som framkommit i studien är att konsumenter som väljer att inte utföra sina dagligvaruinköp genom en digital distributionskanal, beror på att de präglas av ett vanebeteende. De har även ett behov av att känna och klämma på produkterna de köper och är inte villiga att betala de extra avgifter som tjänsten e-handel av dagligvaror innebär. De faktorer som gör att en konsument väljer e-handel som distributionskanal är framförallt bekvämlighet, tillgänglighet och tidsbesparing.     Förslag till vidare forskning är att ha ett större urval med respondenter, med ett bredare åldersspann, från hela Sverige. Detta för att kunna göra generaliseringar och dra slutsatser för en större population. / The digitalization has led to a major change in consumer’s buying behaviour. In many businesses, for example retail, e-commerce has become very popular and it is about to influence heavily the convenience goods business too. Among Swedish consumers, it is common that they at least once, have experienced buying groceries online. But the total revenue share for online grocery sales indicates that it is not done in the same extent, compared to other businesses. Purchase of groceries occur often and repeated and is characterized by a habitual behaviour. There is still though more factors that affects how Swedish consumers purchase their groceries.   The purpose of this study is to create understanding why Swedish consumers do not purchase groceries online in a larger extent. They have good experience of online purchasing in the retail business as well as they are familiar with buying groceries online. The study also aims to identify the influencing factors when a consumer chooses online purchasing for grocery shopping.   The result of the study concludes why consumers choose to not purchase their groceries through e-commerce. It depends on consumers’ habitual behavior, but also their need of touch and feel the groceries before purchase. They are also not willing to pay the extra fees that comes with the service of purchasing groceries through e-commerce. The factors that affect a consumer choosing e-commerce for grocery shopping are convenience, availability and time saving.   Suggestions to further research is to have a broader selection of respondents, with a wider range of age, from all over Sweden. This will enable to generalize and draw conclusions of a larger population.

Ample evidence from the literature suggests that in recent years, banks have been heavily investing in customer relationship management (CRM) systems. The reasons for this are traced to banks' emergent need to gain and sustain competitive advantage through greater knowledge of their customers. In turn, this increased knowledge is likely to also lead to increased: a) customer base, b) customer satisfaction, c) customer retention and, d) customer loyalty. The literature suggests that there is a knowledge gap, which relates to the reasons for CRM systems in adoption and usage as service delivery channels, as well as its effects on banks' customers. This is particularly the case with regards to the banks' customers' buying behaviour and is stemming from the fact that bank customers display some unique buying patterns. Based on the above, the aim of this study is to find out whether or not there is a potential influence of newly implemented CRM systems on consumer buying behaviour in the context of the Nigerian banking industry and also to assess the extent and nature of this influence (if any).

The topic of my diploma thesis concerns the buyer behavior of costumers in m-Commerce. The first half of my work is devoted to literature review. On the basis of studying literature, I described the basis theoretical knowledge in issues of buying behavior. The next step was the introduction of the term of m-Commerce. I also focused on current trends in this area and I predicted changes in the near future. On the basis of secondary data, I described the current state of m-Commerce and analyzed Czech and international surveys. The second half of my work is devoted to the research of buying behavior in m-Commerce. As a way to obtain primary data, I chose one of the quantitative methods of marketing research - a questionnaire survey.

The opening part of this work is focused on the literary research, especially, it defines forms of retail sales and their specifics, consumer behaviour, attitudes to consumer behaviour. also describes development of retailing in area of the Czech republic. The trends of retailing are enclosed in the literary research. The second part of this work includes results of the research of consumers' attitudes toward various forms of retail sales. The main goal of this thesis is to explore the development of shopping behaviour in the context of the development of retail sales. The recommendations for traders are designed at the end of this thesis.