This master thesis deals with the issue of special discounts. Assessments and proposals of successful special offers are based on the analysis of demand price elasticity. The key attribute of this work is the knowledge of product’s price elasticity of demand. The analysis of price elasticity of demand is based on real data. The paper is terminated with suggestions on creating and planning special discounts developed in consideration of the retailers’ specific goals.

Abstract Purpose - The purpose of this master thesis is to research the Generation Y’s online purchase intention for fashion items while creating and using a customised avatar. Overall, the objective is to create a better understanding of this technology’s potential, formulate managerial implications for fashion businesses and strengthen business viability. Design/Methodology/Approach - The research approach of this study is deductive, whereby hypotheses derive from the Decomposed Theory of Planned Behaviour. After secondary data is reviewed, a single quantitative data collection is applied, thus following a mono-method. This primary data is gathered virtually through a self-administered online questionnaire. A total number of 205 qualified responses from the Generation Y are statistically analysed using a structural equation modelling. This descriptive research design is chosen to conduct the relationships between the latent variables and the behavioural intention. Findings - The empirical findings reveal, that the attitude, subjective norm and perceived behavioural control significantly and positively influence the Generation Y’s online purchase intention to create and use a customised avatar. While the attitude, with the behavioural belief of perceived usefulness specifically, shows the strongest influence on the behavioural intention, the research sample also sees a fit to all technology facilitating conditions, affecting the perceived behavioural control. In comparison to this, the subjective norm influences the behavioural intention in a weaker manner, whereby the research sample is influenced more by external than interpersonal factors. Implications - To enlarge the Generation Y’s online fashion purchase intention while creating and using a customised avatar, fashion marketers are advised to highlight and improve the usefulness of the technology. Fashion businesses are recommended to implement interactive digital platforms, by employing influencer marketing, in order to endorse and promote the brand awareness in regard to the technology. Originality/Value - This master thesis addresses the online purchase intention for fashion items while creating and using a customised avatar from a commercial perspective. Where prior literature findings lack the link to managerial implications, this study examines the Generation Y’s behavioural intention towards this technology. The Generation Y has an immense and increasing purchasing power, which is accompanied with technical skills, thus making them crucial for the market success of online fashion businesses. Therefore, the authors examine the technology's commercial potential and encompass the whole fashion industry.

The uncontrolled spread of COVID-19 pandemic has surpassed all the expectations. Nations closed their boarders; the economy is going into recession and the whole world is suffering from the emerged pandemic. Although the effects of the pandemic economically and socially can be measured and estimated, thought the changes in the buying behaviour of customers is not easily predicted. As hygiene products demand went up and supply went down causing panic hoarding by some of the consumers. It became interesting for the researchers to explore the impact of the COVID-19 pandemic on the brand preferences in purchasing decisions for hygiene and food products. As a result, the main purpose of this master thesis is to broaden the scope of consumer behaviour as a field by adding a complementary empirical perspective to the current literature on how a pandemic affects brand preference in purchasing behaviour, since it is a topic lacking in empirical research. Furthermore, based on the branding theory and the consumer behaviour theory, the PMO model was built, which provided the bases for collecting empirical data needed for this dissertation. This dissertation was conducted using a qualitative approach with an abductive reasoning. Sixteen semi-structured interviews were conducted with Swedish customers. The findings indicated aspects of price, quality, risk and loyalty became tied to the pandemic in the context of the health aspect of the COVID-19 virus. While there were not much indicating large shifts in preferred brands, there were large changes in health consciousness and qualitative demands on brands due to the pandemic affecting brand preference.

Titel – Från Scroll till Köp, en kvantitativ studie om köpbeteenden hos kvinnor födda mellan 1980–2005. Syfte - Syftet med denna studie är att undersöka hur olika faktorer såsom influencer marketing och användning av sociala medier påverkar kvinnors köpbeteenden online. Metod - Denna studie genomfördes med hjälp av noga utvalda vetenskapliga artiklar som är relevanta för mitt forskningsämne. Studien är baserad på kurslitteratur och peer-reviewed artiklar. Detta är en kvantitativ studie där en enkät skickas ut till kvinnliga respondenter inom den utvalda målgruppen. Detta gjordes för att få en bättre förståelse för vad som påverkar kvinnors köpbeslut. Slutsats - Studien har visat sammanband mellan demografiska faktorer, influencer marketing, sociala jämförelser och FOMO (Fear of missing out) gällande kvinnors impulsköp. Resultatet har visat att det finns en relativt svag påverkan från influencers på kvinnor. Interaktionen med influencers på sociala medier som Facebook, Instagram, TikTok och YouTube kan öka tendensen till impulsköp. FOMO och influencers trovärdighet har även bidragit till impulsköp men andra faktorer kan även spela roll såsom personliga preferenser och behov. Studien betonar även vikten att förstå influencers roll i kvinnors köpbeteenden och den lilla men ändå märkbara effekten av FOMO:s roll i kvinnors impulsköp. Studiens avgränsningar - Studien är begränsad till kvinnor mellan 18–43 år. Studiens bidrag - Denna studie bidrar till en ökad förståelse för företag gällande användning av influencers som marknadsföringsverktyg för att utveckla samt optimera försäljningen av produkter och/eller tjänster. / Title - From Scroll to Purchase: A Quantitative Study on Purchasing Behaviours Among Women Born Between 1980-2005. Purpose - The purpose of this study is to examine how various factors such as influencer marketing and the use of social media influence women's purchasing behaviours online. Method - This study was carried out using carefully selected scientific articles that are relevant to my research topic. It is based on course literature and peer-reviewed articles. This is a quantitative study where a survey was sent to female respondents within the selected target group. This was done to gain a better understanding of what influences women's purchasing decisions. Conclusion - The study has shown correlations between demographic factors, influencer marketing, social comparisons and FOMO (Fear of missing out) with women's impulse buying behaviours. The results have shown that there is a relatively weak influence from influencers on women. The interaction with influencers on social media such as Facebook, Instagram, TikTok and YouTube can increase the tendency towards impulse buying. FOMO and influencer credibility have also been shown to contribute to impulse buying but other factors can also play a role such as personal preferences and needs. The study also emphasises the importance of understanding the role of influencers in women's buying behaviours and the small but still noticeable effect of FOMO's role in women's impulse buying behaviours. Limitations of the Study - The study is limited to only women between the ages of 18-43. Contribution of the Study - This study contributes to an increased understanding for companies regarding the use of influencers as a marketing tool to develop and optimise the sales of products and/or services.

Background: As businesses started to recognize the potential of live streaming platforms in reaching and engaging with their target audience, live streaming commerce (LSC) started to gain traction and popularity over the past few years. LSC, with its elements of time pressure, price promotion, and interaction, plays a significant role in influencing consumers’ impulsive buying behaviour. The live nature of these streams create a sense of urgency, making viewers feel like they need to act quickly before the opportunity is gone. Price promotions, such as limited-time discounts or exclusive deals, entice viewers to make impulsive purchases to take advantage of the savings. Moreover, the interactive aspect of live streaming allows viewers to ask questions and receive real-time responses, which enhances the overall shopping experience and can further stimulate impulsive buying. Purpose: The aim of this thesis is to investigate how Gen Z consumers’ impulsive buying behaviour of cosmetics through LSC is influenced by three factors, being; time pressure, price promotion, and interaction. As well as how emotions such as the feeling of urgency, the feeling of excitement, and perceived enjoyment could mediate this relationship. Methodology: A deductive research approach  and a quantitative method was selected and utilised for this research. To gather data, a self-completion questionnaire was developed in Google Forms, taking into consideration ethical and societal factors. A total of 312 valid responses were collected, which were then subjected to descriptive analysis, correlation analysis, reliability analysis, regression analysis, and mediation analysis.  Findings: The results of this research revealed that H2 and H3 were accepted, indicating that price promotion and interaction have a significant positive impact on Gen Z consumers’ impulsive buying behaviour in LSC. In the same vein, H1a, H2a, and H3a, i.e., the feeling of urgency, excitement, and perceived enjoyment were accepted. However, H1, measuring the influence of time pressure, was rejected.  Conclusion: This study concluded that price promotion (H2) and interaction (H3) have a positive influence on the impulsive buying behaviour of Generation Z consumers. However, time pressure (H1) was not found to have a significant impact. Additionally, the results indicate that the feeling of urgency (H1a) mediates the relationship between time pressure and impulsive buying behaviour, the feeling of excitement (H2a) mediates the relationship between price promotion and impulsive buying behaviour, and perceived enjoyment (H3a) mediates the relationship between interaction and impulsive buying behaviour among Gen Z consumers in Sweden. Keywords: “Live Streaming Commerce” “Live Streaming E-commerce” “Time Pressure” “Price Promotion” “Interaction” “Impulsive Buying Behaviour” “Urgency” “Excitement” “Perceived Enjoyment” “Quantitative Research”.

Cloud accounting software (CAS) emerged as part of the overall development of cloud computing. The cloud, as it is referred to, has heralded a new age in information technology and offers new and unique opportunities and challenges for organisations of all sizes. The aim of this study was to determine the awareness and perception of cloud computing technology by accounting firms in Cape Town. The findings of the survey reveal that significant awareness exists of CAS by firm managers and accountants. In some respects there are significant differences between small and medium-large firms regarding their perceptions of CAS. Smaller firms seem to be more positive toward CAS and also more agile and capable of deploying CAS than medium-large firms, and thereby are taking advantage of CAS more effectively. It is evident from the study that there are opportunities for both small and medium-large firms to make use of CAS in their attempts to grow their businesses and it is important that they become familiar with CAS and the opportunities and threats which it presents. Marketers of CAS products need to consider the firm’s size, as well as the organisational decision-making process for CAS acquisition, which can aid them in their marketing designs. / Business Management / M. Com. (Business Management)

Forskning bekräftar att ett gap mellan intention och handling finns. Denna studie belyser etiska konsumenter samt gapet mellan att vilja handla etiskt och hållbart men att inte alltid göra det. Fokus har legat på att ta reda på varför detta gap uppstår och att skapa en förståelse för de faktorer som påverkar konsumenters köpbeteenden. En avgränsning till klädbranschen har gjorts då det finns begränsat med forskning kring gapet inom detta område samt ett till synes begränsat utbud av etiska och hållbara kläder. Genom en kvalitativ metod har 37 semistrukturerade intervjuer gjorts. Intervjuerna har ägt rum i två olika köpcentrum i Sverige. Resultatet visar att det finns respondenter som känner igen sig i det så kallade gapet och de främsta faktorerna respondenterna menar påverkar deras handlingar är pris, hållbara kläder ansågs dyra, informationsbrist, svårt att veta vad som är hållbart och inte samt bekvämlighet, orken att söka information på egen hand är begränsad. Det framkom även att en bristande tillit till det media och företag kommunicerar finns från konsumenternas sida och att detta kan vara en bidragande faktor till att gapet uppstår. Respondenter uttryckte att det aldrig finns några garantier för att de produkter som sägs vara tillverkade under bra förhållanden faktiskt är det. En slutsats om att det inom klädbranschen finns mycket för företag att arbeta med för att öka sin trovärdighet gentemot konsumenterna har kunnat dras. Det ligger dock även ett ansvar hos konsumenter att våga göra sin röst hörd samt att vara öppna för förändring. Det är en ömsesidig relation mellan företag, individer och samhälle / Consumers’ intentions don’t always result in actions. This study focuses on ethical consumers in order to investigate why a gap between intention and action occur. Based on this an improved understanding for the underlying factors that impact buying behaviour is created. A delimitation has been made to focus this study on retail apparel and ethical and sustainable clothes. Some factors have been seen to be of bigger importance to the gap than others, such as price, lack of information and convenience. The results also imply that there is a missing trust from the consumers’ point of view when it comes to trusting what is communicated about ethical and sustainable work within the clothing industry.

No description available.

The aim of this diploma thesis is to analyze a buyer decision process of consumers in travel industry with a focus on outgoing tourism. The diploma thesis is divided in six parts. The first part focuses on theory of consumer behavior followed by marketing of services with an emphasis on tourism. Next part covers buyer decision process of consumers in travel industry based on results from analysis of a questionnaire. These results are integrated with agency data. A summary of acquired results is compared to all phases of buyer decision process at the end of this thesis.