Denna uppsats handlar om hur sociala medier påverkar svenska konsumenters köpbeslut. Nya tjänster inom sociala medier såsom Facebook, Snapchat och Instagram har fått en ökad popularitet blandmänniskor. En intensiv teknikutveckling har bidragit till att konsumenter genomför sina inköp på en mängd olika sätt. Uppsatsens syfte var att undersöka hur sociala medier påverkar konsumenternas köpbeslut i relation till hur konsumenter använder sig av sociala medier vid inköp av konfektionsvaror. Den metodansats som valts att användas är en kvantitativ metod bestående av en enkätundersökning. Ett urval gjordes där enbart kvinnor i åldrarna 20-50 studerats. Slutligen redovisas resultatet av undersökningen. Resultatet har kodats via SPSS för att förtydliga sambanden mellan variablerna. Teorikapitlet strävar efter att ge en bild av den generella påverkan som kan uppstå hos konsumenternas köpresa. Till följd presenteras den huvudsakliga teorin, Instagram , köpprocessen online och e-WOM, som ligger till grund för undersökningen. Slutgiltligen redovisas studiens undersökningsmodell och hur de olika teoretiska delarna hör ihop. Två hypoteser har även tagits fram för att testas om ett samband finns mellan dem. Resultatet av undersökningen visar att det tillkommer fler alternativ för inköp av konfektionsvaror online, där konsumenter värderar tillgänglighet, pris, bekvämlighet och informationssökning vid genomförandet av köpet. Respondenterna i undersökningen visar att dessa funktioner påverkar deras köpbeslut och att det är behov som är den viktigaste delen av köpprocessen på Instagram. Dessutom indikerar studiens resultat att konsumenters tendens till impulsköp har utvecklats med hjälp av sociala medier, såsom Instagram. En slutsats dras, som visar att konsumenters aktivt deltagande för underhållning på Instagram leder till att de exponeras för reklam och rabatter som ökar deras köplust och eventuella köpbeslut. / This essay is about how social media affects Swedish consumers purchasing decisions. New social media services such as Facebook, Snapchat and Instagram have gained a growing popularity among people. Intensive technology development has helped consumers to make their purchases in a variety of ways. The purpose of this thesis was to investigate how social media affects consumers purchasing decisions in relation to how consumers use social media when purchasing clothing products. The method approach chosen to be used is a quantitative method consisting of a survey. A selection was made where only women in the ages 20-50 have been studied. Finally, the results of the survey are reported. The result has been coded thru SPSS to clarify the relationships between the variables. The theory chapter seeks to provide a picture of the general impact that can occur in the consumers buying journey. As a result, the main theory, Instagram, the online buying process and e-WOM, which form the basis of the survey, are presented. Finally, the study's research model and how the different theoretical parts are connected are presented. Two hypotheses have also been developed to test whether a relationship exists between them. The results of the survey show that there are more options for purchasing ready-to-wear clothing online, where the consumers value availability, prices, convenience and information research when making the purchase. The respondents in the survey show that these features influence their purchasing decisions and that needs are the most important part of the buying process on Instagram. In addition, the study’s findings indicate that consumers' tendency toward impulse purchases has evolved using social media, such as Instagram. A conclusion is drawn, which shows that consumers active participation for entertainment on Instagram leads to them being exposed to advertisements and discounts that increase their buying desire and possible purchasing decisions.

This study aims to explore consumer behaviors and purchase decisions in e-commerce within the fashion industry. E-commerce has grown significantly in Sweden over the past years and the fashion industry has experienced rapid growth in e-commerce, becoming an important aspect of consumers' purchasing habits. To fulfill the purpose of the study, a quantitative method with "qualitative assessments" was used, and a questionnaire survey was designed and sent to university students in Borås University which is located in Sweden. A total of 201 respondents participated and answered the survey that was sent to their email through a platform the University of Borås provides. The results of the respondents provided information that there are some factors that affect their consumption behavior and how they take decisions when purchasing clothes online. Factors such as price, quality of clothes and a website's comfort were essential for the respondents’ consumption behavior in their purchasing decisions-making process. Other findings were that feedback and review from other consumers online can have a significant impact on other consumers' decisions, especially regarding factors such as quality, fit and credibility. Therefore by contributing to a better understanding of consumer behaviours and purchase decisions in e-commerce within the fashion industry, this study can help e-commerce companies develop more effective strategies to meet customers' needs and demands. The results of this study can also contribute to the ongoing societal debate in Sweden regarding the impact of digitalization on the retail industry. This study will be written in Swedish. / Denna studie syftar till att undersöka konsumentbeteenden och köpbeslut inom e-handel genom modebranschen. E-handeln har vuxit kraftigt i Sverige de senaste åren och modebranschen har upplevt en snabb tillväxt inom e-handeln och blivit en viktig del av konsumenternas köpvanor. För att uppfylla studiens syfte användes en kvantitativ metod med “kvalitativa bedömningar”, och en enkätundersökning utformades och skickades till högskolestudenter på Högskolan i Borås som ligger i Sverige. Totalt deltog 201 respondenter och besvarade enkäten som skickades till deras mejl via en plattform som Högskolan i Borås tillhandahåller. Respondenternas resultat gav information om att det finns några faktorer som påverkar deras konsumtionsbeteende och hur de fattar beslut när de köper kläder på nätet. Faktorer som pris, kvalitet på kläder och en webbplats bekvämlighet var avgörande för respondenternas konsumtionsbeteende i deras köpbeslutsprocess. Andra fynd var att feedback eller recensioner från andra konsumenter på nätet kan ha en betydande inverkan på andra konsumenters beslut, särskilt när det gäller faktorer som kvalitet på kläder, klädernas passform och en hemsidas trovärdighet. Genom att därför bidra till en bättre förståelse för konsumentbeteenden och köpbeslut inom e-handel genom modebranschen kan denna studie hjälpa e-handelsföretag att utveckla effektivare strategier för att möta kundernas behov och krav. Resultaten av denna studie kan också bidra till den pågående samhällsdebatten i Sverige kring digitaliseringens påverkan på detaljhandeln. Studien är skriven på svenska.

Neste trabalho à apresentada uma investigaÃÃo que visa identificar a ordem de influÃncia dos elementos do composto de marketing â produto, preÃo, comunicaÃÃo e distribuiÃÃo - na decisÃo de compra de artesanato pelos turistas nacionais e estrangeiros do Mercado Central de Fortaleza. Para tanto, foi realizada uma pesquisa quantitativa, com 256 turistas compradores do Mercado, sendo 204 brasileiros e 52 estrangeiros, utilizando um questionÃrio estruturado por meio de entrevista direta, tendo como base teorias que abordam a temÃtica em questÃo. Em sÃntese, as conclusÃes extraÃdas desta investigaÃÃo mostram que o produto à o elemento do composto mercadolÃgico de maior influÃncia na decisÃo de compra, seguido do preÃo, do atendimento e da apresentaÃÃo do ponto-de-venda. A pesquisa tambÃm pÃde constatar que os turistas tÃm uma boa percepÃÃo desses elementos. Este estudo fornece informaÃÃes que podem auxiliar os permissionÃrios do Mercado Central no desenvolvimento de estratÃgias mercadolÃgicas, objetivando o alcance das necessidades de seus clientes. / This study presents an investigation that intends to identify the influence of marketing tools â product, price, communication and distribution â in purchase decision of handcrafts by tourists in âMercado Central de Fortalezaâ. A research was done with 256 buy trunts in the market, 204 brazilians and 52 foreigners, using a structured questionnaire and direct interviews. The conclusion of this investigation is that the product is the element of major influence in the decision to buy, followed by the price of that product, the salesman and the presentation of the store. The research identifies that the tourists have a good perception of these elements. This study provides information to the development of marketing strategios with the objective of reaching the clients necessities.

Submitted by Thiago Costa Belisario (thiagobelisario@yahoo.com.br) on 2018-10-29T17:39:41Z No. of bitstreams: 1 TA_Thiago_Belisario_final.pdf: 1087607 bytes, checksum: 7b7579a36ab0b10900527b26ba2aacec (MD5) / Rejected by Simone de Andrade Lopes Pires (simone.lopes@fgv.br), reason: Prezado Thiago, Recebemos seu trabalho na biblioteca digital, mas será necessário fazer alguns ajustes, que encaminharei por e-mail. Por favor, faça as alterações e submeta novamente o trabalho na biblioteca digital. Atenciosamente, Simone on 2018-10-30T00:09:37Z (GMT) / Submitted by Thiago Costa Belisario (thiagobelisario@yahoo.com.br) on 2018-10-30T00:29:27Z No. of bitstreams: 1 TA_Thiago_Belisario_final.pdf: 1086621 bytes, checksum: a82d2dec931e745334372b498047389c (MD5) / Approved for entry into archive by Simone de Andrade Lopes Pires (simone.lopes@fgv.br) on 2018-10-30T17:11:12Z (GMT) No. of bitstreams: 1 TA_Thiago_Belisario_final.pdf: 1086621 bytes, checksum: a82d2dec931e745334372b498047389c (MD5) / Approved for entry into archive by Suzane Guimarães (suzane.guimaraes@fgv.br) on 2018-10-30T18:00:20Z (GMT) No. of bitstreams: 1 TA_Thiago_Belisario_final.pdf: 1086621 bytes, checksum: a82d2dec931e745334372b498047389c (MD5) / Made available in DSpace on 2018-10-30T18:00:20Z (GMT). No. of bitstreams: 1 TA_Thiago_Belisario_final.pdf: 1086621 bytes, checksum: a82d2dec931e745334372b498047389c (MD5) Previous issue date: 2018-09-24 / Hoje em dia o consumidor se depara com uma enxurrada de opções de escolha durante o processo decisório de compra. Empresas do mundo inteiro não medem esforços para disponibilizar um sortimento cada vez mais amplo aos seus clientes, acreditando que, quanto maior o número de alternativas apresentadas, maior a chance de sucesso do negócio. Algumas teorias, entretanto, contrapõem essa perspectiva, assumindo que existe um efeito negativo na amplitude de opções a partir de um certo ponto. Sendo assim, o presente estudo procurou investigar qual quantidade de opções de calçados esportivos oferecidos a 294 clientes em uma loja especializada gera maior conversão de vendas, receita média por cliente atendido, e ainda, média de itens por cliente atendido. Além disso, o trabalho também buscou entender a relação entre a quantidade de alternativas apresentadas ao consumidor comprador e seus níveis de maximização e envolvimento com o produto calçado esportivo. Os resultados apontam uma tendência de aumento na efetivação das vendas na medida em que a quantidade de opções apresentadas aumenta, bem como uma redução de conversão quando a oferta chega a determinado ponto, apesar desta não ser tão significativa. A receita média e a quantidade média de itens por cliente atendido demonstram resultado similar, contudo, com uma redução mais expressiva quando do aumento na quantidade de opções apresentadas. Ademais, constatou-se que, aqueles consumidores que compram com mais opções apresentam maiores níveis de maximização e envolvimento com o produto calçado esportivo. / Nowadays the consumer is faced with a flood of choices during the purchasing decision process. Companies around the world are struggling to deliver an ever-increasing assortment to their customers, believing that the greater the number of alternatives presented, the greater the chance of business success. Some theories, however, counterpose this perspective, assuming that there is a negative effect on the range of options from a certain point. Thus, the present study sought to investigate how many sports shoes options offered to 294 customers in a specialized store generated higher sales conversion, average revenue per customer served, and average items per customer served. In addition, the study also sought to understand the relationship between the amount of alternatives presented to the consumer buyer and their levels of maximization and involvement with the product sports shoes. The results indicate a tendency to increase sales as the number of options presented increases, as well as a reduction of the conversion when the offer reaches a certain point, although this is not so significant. The average revenue and the average number of items per customer served show a similar result, however, with a more significant reduction when the number of options presented increases. In addition, it was verified that, those consumers who buy with more options present higher levels of maximization and involvement with the product sports footwear.

Title: How does the buying decision process really function within e-commerce? - A qualitative study of consumer behavior when they consume on Internet. Institution: School of Economics, Linnaeus University, Växjö. Course code: 2FE16E. <img src="file:///page3image2784" />Authors: Sara Hjärne, Mathilda Perem, Ewelina Wallin. Tutor: Dan Halvarsson. Examiner: Åsa Devine. Key words: Buying decision process, purchase decision process need recognition, information search, evaluation, purchase decision, postpurchase behavior, consumer decision making, E-commerce, E- commerce channels, online shopping, online purchase, e-retail, internet shopping, electronic shopping, consumer behavior, online appereal shopping, social media, decision making, online retailing, website design, customer satisfaction, webshopping, perceived risk, convinience, price, online consumption behavior. Background: Buying decision process is a model that marketers use to get a better understanding of their customers and their behavior when purchasing a product. This process consists of five different steps; need recognition, information search, evaluation of alternatives, purchase decision and evaluation. Buying decision process has for a long time been an accepted model but scientists argue that the introduction of Internet as a channel for consumption has changed this process. The Internet has also led to a change of power in which customers today have greater influence, which greatly affects the buying decision process in e-commerce Purpose: The purpose is to explore how consumers perceive their behavior when they consume through e-commerce. Research questions:How do consumers perceive the buying decision process they experience when they consume through e-commerce?How do consumers perceive different factors that are important to them when they consume through e-commerce? Methodology: Qualitative study, cross-sectional design, semi-structured interviews. Conclusion: This thesis shows that the traditional model of the buying decision process is not consistent with consumers' perception of how they are undergoing the process when applied to an e-commerce context. This process is influenced by different factors, which is influence, convenience, webpage's atmosphere, risk, price, supply, consumption occasions, expectations, delivery and return. / Titel: Hur fungerar egentligen köpbeslutsprocessen inom e-handel?- En kvalitativ studie om konsumenternas beteende vid konsumtion på Internet. Institution: Ekonomihögskolan, Linnéuniversitetet, Växjö. Kurskod: 2FE16E. Författare: Sara Hjärne, Mathilda Perem, Ewelina Wallin.<img src="file:///page5image4008" /> Handledare: Dan Halvarsson. Examinator: Åsa Devine. Nyckelord: Buying decision process, purchase decision process need recognition, information search, evaluation, purchase decision, postpurchase behavior, consumer decision making, E-commerce, E- commerce channels, online shopping, online purchase, e-retail, internet shopping, electronic shopping, consumer behavior, online appereal shopping, social media, decision making, online retailing, website design, customer satisfaction, webshopping, perceived risk, convinience, price, online consumption behavior. Bakgrund: Köpbeslutsprocessen är en modell som marknadsförare använder för att få en bättre förståelse för sina kunder och deras beteende vid köp av en produkt. Denna process består av fem olika steg; behov, informationssökning, värdering av alternativ, köpbeslut och utvärdering. Köpbeslutsprocessen har länge varit en accepterad modell men forskare menar att introduktionen av Internet som en kanal för konsumtion har även förändrat denna process. Internet har även lett till ett maktskifte där kunderna idag har större inflytande, vilket i hög grad påverkar köpbeslutsprocessen inom e-handel Syfte: Syftet är att utforska hur konsumenterna uppfattar sitt beteende när de konsumerar genom e-handel. Forskningsfrågor: Hur uppfattar konsumenter den köpbeslutsprocess de går igenom när de konsumerar genom e-handel?Hur uppfattar konsumenterna olika faktorer som är betydelsefulla för dem när de konsumerar genom e-handel? Metod: Kvalitativ studie, Tvärsnittsdesign, Semi-strukturerade intervjuer. Slutsats: Studien visar att den traditionella modellen för köpbeslutsprocessen inte stämmer överens med konsumenternas uppfattning om hur de genomgår processen i en e-handel kontext. Denna process påverkas av faktorerna inflytande, bekvämlighet, webbsidans atmosfär, risk, pris, utbud, konsumtionstillfällen, förväntningar, leverans och retur.

Vor dem Hintergrund gesättigter und informationsüberlasteter Märkte wird die Bedeutung der regionalen Herkunft von Lebensmitteln für das Konsumentenverhalten diskutiert. Obwohl diesem Produktattribut in wissenschaftlichen Befragungen eine marketingrelevante Bedeutung bescheinigt wird, spiegelt sich die geäußerte Präferenz und Mehrpreisbereitschaft aus Sicht des Einzelhandels häufig nicht im Kaufverhalten wider. Dies deutet auf eine Diskrepanz zwischen der Einstellung und dem Verhalten hin. Ziel der vorliegenden Studie ist es, die Einstellung gegenüber regionalen Lebensmitteln auf ihre Verhaltensrelevanz zu überprüfen. Die Einstellungs- und Imagetheorien, ihre Einbettung in die Country-of-Origin-Forschung sowie preistheoretische Ansätze bilden die theoretische Grundlage der Untersuchung. Sekundäranalytische Betrachtungen zeigen, dass die Einstellungs-Verhaltens-Beziehung besonders von persönlichen und situativen Faktoren beeinflusst wird. Die empirische Forschung basiert auf einer komplementären Verwendung von standardisierten Konsumentenbefragungen und Verkaufsexperimenten. Im Fokus der Befragungsdurchführung stehen dabei die Lebensmittelimages des Landes Brandenburg und der Region Spreewald bei Berliner Konsumenten. Für deren Ermittlung wird auf die einstellungsorientierte Imageoperationalisierung sowie auf qualitative Fragestellungen zurückgegriffen. Die Messung der Kaufabsicht erfolgt mit Hilfe simulierter Kaufentscheidungssituationen. Die Erforschung des Kaufverhaltens in Abhängigkeit von Produktherkunft und Preis wird durch die experimentelle Erfassung an insgesamt drei Standorten in Berlin realisiert. Die Ergebnisse der Untersuchungen offenbaren deutlich positive Lebensmittelimages für das Land Brandenburg und besonders für die Region Spreewald. Dies kommt auch in einer grundsätzlich positiven Kaufabsicht zum Ausdruck. Die vergleichende Betrachtung von Kaufabsicht und Kaufverhalten zeigt, dass eine grundsätzliche Diskrepanz zwischen Einstellung und Verhalten nicht bestätigt werden kann. Vielmehr ist ein preispolitischer Spielraum zu erkennen, der für die Bearbeitung marketingrelevanter Segmente genutzt werden kann. Darüber hinaus spricht die weitgehende Übereinstimmung von Kaufabsicht und Kaufverhalten für eine hohe Aussagekraft qualifizierter Befragungen. / Against the background of saturated markets overloaded with information the relevance of food´s regional origin for consumer behavior is discussed. Results of scientific surveys show an increasing relevance of this attribute for marketing. According to retail management, however, the buying patterns do in many cases not confirm the expressed preference and willingness to pay more for regional products. This indicates a discrepancy between attitude and behavior. The aim of this study is to examine the attitude-behavior relationship in case of regional food products. Attitude and image theories and the way they are embedded in country of origin research, as well as approaches of price research form the theoretical basis of investigation. Secondary analytical research shows, that the relationship of attitude and behavior especially depends on personal and situational factors. The empirical research is based on complementary use of standardized consumer surveys and experiments at point of sale. The surveys focus on the food image of the federal state of Brandenburg and the region of Spreewald among Berlin´s consumers. These constructs are determined using attitude-oriented image operationalization and qualitative questions. Buying intentions are established by means of simulated situations where consumers are asked to decide what to buy. Research of consumer behavior depending on a product´s origin and price is carried out in experiments at point of sale at three places in Berlin. The results reveal positive food images for Brandenburg and in particular for Spreewald. This implies a basically positive buying intention for the products with these origins. The comparing examination of buying intention and real buying decision reveals that basically a discrepancy of attitude and behaviour does not exist. In contrast, there is a scope for price policy, which can be used to develop relevant market segments. Moreover, the great extent of consistency between buying intention and buying decision indicates a strong explanatory power of professional surveys.

Att köpa ekologiskt är ingen ny företeelse, men i takt med att både e-handel och efterfrågan på ekologiska varor konstant ökar så behövs det stöd för designers för att kunna möta dessa utmaningar. För att kunna designa e-handelswebbsidor med ekologiska valmöjligheter krävs förståelse för användaren och dess behov. Genomatt kartlägga målinriktade beteenden går det att påvisa när en användare är mottaglig för ett ekologiskt val på en e-handelswebbsida. En mental modell byggs utifrån användares målinriktade beteende och denna kan användas som stöd av designers för att förstå när en användare är mer mottaglig för ekologiska val på en e-handelswebbsida. Denna studie resulterar i en identifiering och kartläggning över när en användare är mer öppen för ekologiska val. / Buying ecologically not a new phenomenon, but as to both e-commerce and the demand for organic products is constantly increasing, so support is required for designers to meet these challenges. In order to design e-commerce websites with ecological options requires an understanding of the user and their needs. By mapping the targeted behaviors you can detect when a user is susceptible to an ecological choice for an e-commerce website. A mental model is built based onuser's targeted behavior, and this can be used to support the designers to understand when a user is more susceptible to ecological choices on an e-commercewebsite. This study results in the identification and mapping of when a user is more open to ecological choices.