Die vorliegende Arbeit ist das Ergebnis einer Zusammenarbeit von Studenten der Lehrstühle Betriebliche Umweltökonomie und Marketing der TU Dresden und beschäftigt sich mit hemmenden Faktoren umweltbewussten Verhaltens im Bereich der öffentlichen Beschaffung sowie des privaten Konsums. Ziel des Projekts ist die Aufdeckung und Kategorisierung vorhandener Barrieren durch Literaturanalysen und die Auswertung von eigenen quantitativen Umfragen als auch von Tiefeninterviews mit den Akteuren der jeweiligen Bereiche. Aus dem daraus generierten Hemmniskatalog sollen Strategien zu deren Überwindung abgeleitet werden. Eine Zuordnung der Hemmnisse zum Beschaffungsprozess und den Organisations- und Verhaltenstheorien unterstützt diese Arbeit. In der Beschaffungspolitik dominieren vor allem die Barrieren der hohen Kosten und der rechtlichen Rahmenbedingungen. Bei der privaten Kaufentscheidung stellen der Preis sowie die Verfügbarkeit ökologischer Produkte die stärksten Hemmnisfaktoren dar. Die Beseitigung von Informationsdefiziten nimmt einen primären Punkt im Maßnahmenkatalog ein.

<p>Det krävs att företag utvecklar sig för att vara konkurrenskraftiga på en ständigt föränderlig marknad. Ett sätt för företag i livsmedelsbranschen att differentiera sig är att endast använda ekologiska råvaror i framställningen av sin produkt. Om de gör det kan de bli godkända för miljömärkning och få använda KRAV:s logotyp på sin produkt. Den massmediala uppmärksamheten riktas allt mer på klimatkrisen vilket har gjort konsumenterna mer medvetna och villiga att påverka genom sitt eget agerande.</p><p>Syftet med den här uppsatsen är att utreda hur en KRAV-märkning kan påverka varumärke och konsumentbeteende. För att kunna besvara syftet har vi studerat teorier inom varumärkesforskning och beteendevetenskap. Empirin baseras på nio genomförda telefonintervjuer och relevant sekundärdata. Forskningsfrågorna ämnar presentera de för- respektive nackdelar som företag får av att KRAV-märka sina produkter samt hur en KRAV-märkning påverkar konsumenterna i hennes köpprocess.</p><p>Uppsatsens slutsatser visar att de fördelar som märkningen kan erbjuda beror på hur välkänt företagets eget varumärke är. För redan välkända varumärken fungerar märkningen som ett komplement i företagets varumärkesstrategi och vara en genväg till en bättre image. Det ger en trovärdighetsstämpel och kan fungera som ett positioneringsverktyg. För mindre kända varumärken fungerar märkningen som en dörröppnare för nya marknadskanaler. De nackdelar som kan förekomma är urvattning av varumärket samt att lönsamheten är lägre än för de konventionella produkterna.</p><p>KRAV-märkningen underlättar konsumentens köpprocess i affären och ger henne en garanti att varan är ekologiskt producerad. De nackdelar som finns med en KRAV-märkning är främst att de är dyrare än de konventionella produkterna och att ett uppskov av märken leder till förvirring bland konsumenterna.</p> / <p>There is a need for continuous development of the companies if they want to stay competitive in a constantly changing world. One way for companies in the industry of daily consumer goods to differentiate themselves is to only use organic raw material in their products. If they do so they can get certified and will be allowed to use KRAV:s brand on their product. The medial attention is focused on the climate crisis which has made the consumers aware of and more willing to influence through their actions.</p><p>The aim of this thesis is to investigate the effects of the eco-label KRAV on the brand and consumer behaviour. To fulfill the aim we have studied branding and consumer behaviour theories. The empirical findings are based on nine phone interviews and relevant secondary data. The questions set up for investigation aims to present the advantages and disadvantages companies can experience through an eco-labeling as well as how an eco-label can influence the consumers in their buying process.</p><p>The conclusions show that the advantages the eco-label can provide depend on how well-known the company’s own brand is. For brands that are already well-known the eco-label works as a complement in their branding strategy and can be a short cut to a better image. It gives a guarantee and can work as a means of positioning. For brands that are less known it can work as a tool to get in to new market channels. The disadvantages that can arise are that the brand can get blurred and the profitability is lower than for conventional products.</p><p>The eco-label makes the buying process easier and gives the customer a guarantee for an organically produced product. The disadvantages with an eco-label for the customer are primarily that they are more expensive than the conventional products and that many labels can confuse the customer.</p>

Background: Critical conditions to become an attractive supplier of knowledge based IT-services in the B2B market are many. Besides the fact of supplying a service of high quality one must as a supplier communicate values which are understandable and desirable for a new buyer. Buying a knowledge based IT-service involves several risks; the consultant might not have sufficient knowledge or have difficulties understanding the corporate culture and collaborating with other staff within the client’s organization. Since services are intangible offers and it can be intricate to put right price level for something which can only be evaluated when the project is finished, puts severe strain on suppliers competing with other companies in the same market when looking for new clients. The question is whether a supplier’s corporate brand can play a decisive role for buyers when choosing between similar offers from numerous companies? Problem formulation &amp; main purpose: To examine if a supplier’s corporate image has a significant impact on a company’s buying decision of knowledge based IT services. Method: Case study, interviews Conclusion:  A strong corporate image can reduce the notion of several risks and increases the feeling of security and confirmation of making the right decision when choosing a new supplier. Hence it is critical to deliver what the brand promise offers. A long buying process is time consuming and hence costly and naturally a shorter buying process is preferred. Buyers tend to listen to recommendations from other companies’ which already have experience from working with the supplier. Therefore it is important to continually work on relations with existing customers to retain a good image. A buyer can perceive a knowledge based IT-service as a low involvement offer but still fear the fact that it involves many risks. A supplier’s strong corporate image can decrease such thoughts.

In Sweden today, the consumers have the opportunity to use the different sales channels; physical store, online store and brick and click, a combination of both. For the past decade, the use of ecommerce has spread tremendously and the fashion industry is one of the top three industries in this category. This, together with the growth of technology, have created new opportunities for consumers during their online shopping. The purpose of this study is to examine the differences between consumers who use physical store, online store or both. This study aims to look into consumers' shopping habits within these sales channels and factors that are affecting them. This study uses a quantitative method with 150 respondents participating in a survey of 16 questions. The respondents consist of women in Stockholm in the age group 15-35. The survey is based on theories of sales channels and consumer buying process. The results show that respondents shop more frequently in a physical store than an electronic store. The three most important factors, for respondents that are using both channels, are the price, the fit and the quality. The latter two factors are perceived to be more easily evaluated and detailed in a physical store with physical contact. The traditional retailers, who only shop in a physical store, value service and experience the highest. This is one of the main reasons that they do not shop online because the service and experience are different in each sales channels. However, the price, the fit and the quality share the second place. Also, the brand and the width of the supply are of significance since the availability is greater in e-commerce. These two factors, can along with the price, be prime reasons for onlineshopping. Respondents who never shop online consider safety and shipping/delivery process the main reason for it. This study has therefore come to the conclusion that the ideal marketing strategy for consumers is the brick and click strategy. These two combined channels can compensate for each other's shortcomings and thereby enhance the consumer satisfaction. With a combined sales channel, consumers have also the possibility to use both channels in the buying process and adapt their approaches in the different stages according to their needs, which may differ depending on different circumstances.

Background: The result of our interactive information society is that sales business has shifted from a tactical to a strategical focus, thus companies have had to adapt to this change. The evolution of sales shows that companies have gone from one static model to another, which is discarded by the new concept ‘insight selling’ claiming that it through insights is possible to be forceful in the, these days, rough sales climate. Purpose: The purpose of the report is to form an understanding of how insight sales affect a sales process. Research question: How does insight selling affect the B2B sales process? Methodology: Process mapping through interviews in combination with organizational documents. Findings: Insight selling affects the sales process by a clearer research mindset and a change in communication in relation to the customer.

The process that consumers go through while buying something is called consumer buying process and has been studied for a long time. Three stages of the Five-Stage Model (Kotler, 2006) provide a starting point for analysis in this paper and the reason of using this model is to make collected data more structured and easier for understanding. The purpose of this paper is to describe and analyze costumer buying process online.The method for data collection applied in this study is called “think-aloud” that means participants are verbalizing their screen activity and thoughts during the process of observation. The results of this research show that consumer buying process online is a complex process that is influenced by the amount and intensity of information received during the process as well as consumer knowledge and experience on the area of problem. The sequence of the stages proposed by the research model can vary depending on the preferences of consumer and readiness to make a decision.

During the past two decades, as internet has spread across the world, bringing people and businesses closer, e-commerce has been on a rapid expansion. To be a part of the expanding market, businesses have put a lot of effort to understand consumer behavior online, and to adapt. E-commerce differs drastically from traditional stores in the way that consumers are able to browse commercial web shops in search for the desired product, without outside influence. To understand how customers behave when purchasing a product, the Dewey model, customer buying process, is used. This process consists of five steps, which are: need recognition, information retrieval, information evaluation, buying decision and evaluation. However, within e-commerce, the web shops are the only platform where the business have the opportunity to affect the customers, as there are no salespersons to affect customers’ decisions as in traditional stores. As the web shop is platform for communication within e-commerce, it increases the importance for businesses to understand how their visitors react to features on their web shops. Visual features of websites, such as color and layout, can be crucial when a potential customer makes a purchase. The purpose of this study is to see how several visual features affect the purchasing behavior throughout Dewey’s model, customer buying process.The findings and analysis shows that some features are valued higher from each other, some are dependent on each other, and some are being taken for granted. First impression, product information and purchase methods, are among the crucial moments throughout the buying process. Our test conducted shows that the different features have different impact throughout the buying process.

Os investimentos em Tecnologia da Informação (TI) precisam ser estudados com maior cautela. No entanto, a decisão de compra deste tipo de bem passa por uma série de reflexões, algumas destas vão além de uma avaliação puramente racional. As etapas e a relação existente entre os agentes envolvidos em um processo de compra tornam a decisão bastante complexa e baseada fundamentalmente em percepções. Assim, é objetivo desta dissertação identificar atributos que influenciam na decisão de compra corporativa de software. Para tanto, dividiu-se o estudo em duas etapas principais. Em um primeiro momento, foram realizadas entrevistas em profundidade junto a 7 executivos da área comercial de 6 empresas de TI, selecionadas em função da variedade de clientes e das políticas de comercialização. Neste estágio, tratou-se sobre a condução de negociações e sobre a forma como estes executivos identificavam atributos levados em consideração pelos seus prospectos/clientes. Posteriormente, foi realizado um estudo de caso em uma das empresas fornecedoras consideradas na primeira etapa, ocasião na qual foi possível investigar negociações específicas mantidas com 7 clientes. Baseou-se, para tanto, em entrevistas em profundidade, análise dos materiais e documentos trocados e sondagens com vendedores responsáveis. Como resultados, foram elencados atributos relevantes na decisão de compra de software (na visão de clientes e fornecedores), os quais contribuíram, para a definição de um modelo de decisão de compra. Ao final, são feitas algumas considerações sobre a aplicação do modelo, bem como são tecidas algumas considerações sobre a abrangência do estudo e suas limitações. / It is well known that investments in Information Technology (IT) need to be studied carefully. However, the acquisition decision for this kind of product comes through several reflections, some of which go beyond a pure rational evaluation. The steps and relations between the actors involved in an acquisition process make the decision complex and based fundamentally in perceptions. In this context, the goal of this research is to identify aspects that influence the decision of software buying in corporative acquisitions. To achieve this purpose, the study was divided in two main stages. At first, in-depth interviews with 7 executives from the commercial areas of 6 IT companies were carried out. The companies were chosen based on the variety of clients and commercial policies. At this stage, the focus was kept on negotiation process and on the ways that these executives identified aspects considered by their prospects and clients. Later, a case study was developed in one of the IT companies considered in the first stage of this study, occasion in which it was possible to investigate specific negotiations carried out with 7 clients. This part was based on in-depth interviews, material and document analysis and contact with the sales team. As results, relevant aspects of software adoption decision (from seller and buyer’s point of view) were found. These aspects contributed the conception of the decision of adoption model. At the end, some considerations were made about the application of the model and about the study’s field and limitations.

Os investimentos em Tecnologia da Informação (TI) precisam ser estudados com maior cautela. No entanto, a decisão de compra deste tipo de bem passa por uma série de reflexões, algumas destas vão além de uma avaliação puramente racional. As etapas e a relação existente entre os agentes envolvidos em um processo de compra tornam a decisão bastante complexa e baseada fundamentalmente em percepções. Assim, é objetivo desta dissertação identificar atributos que influenciam na decisão de compra corporativa de software. Para tanto, dividiu-se o estudo em duas etapas principais. Em um primeiro momento, foram realizadas entrevistas em profundidade junto a 7 executivos da área comercial de 6 empresas de TI, selecionadas em função da variedade de clientes e das políticas de comercialização. Neste estágio, tratou-se sobre a condução de negociações e sobre a forma como estes executivos identificavam atributos levados em consideração pelos seus prospectos/clientes. Posteriormente, foi realizado um estudo de caso em uma das empresas fornecedoras consideradas na primeira etapa, ocasião na qual foi possível investigar negociações específicas mantidas com 7 clientes. Baseou-se, para tanto, em entrevistas em profundidade, análise dos materiais e documentos trocados e sondagens com vendedores responsáveis. Como resultados, foram elencados atributos relevantes na decisão de compra de software (na visão de clientes e fornecedores), os quais contribuíram, para a definição de um modelo de decisão de compra. Ao final, são feitas algumas considerações sobre a aplicação do modelo, bem como são tecidas algumas considerações sobre a abrangência do estudo e suas limitações. / It is well known that investments in Information Technology (IT) need to be studied carefully. However, the acquisition decision for this kind of product comes through several reflections, some of which go beyond a pure rational evaluation. The steps and relations between the actors involved in an acquisition process make the decision complex and based fundamentally in perceptions. In this context, the goal of this research is to identify aspects that influence the decision of software buying in corporative acquisitions. To achieve this purpose, the study was divided in two main stages. At first, in-depth interviews with 7 executives from the commercial areas of 6 IT companies were carried out. The companies were chosen based on the variety of clients and commercial policies. At this stage, the focus was kept on negotiation process and on the ways that these executives identified aspects considered by their prospects and clients. Later, a case study was developed in one of the IT companies considered in the first stage of this study, occasion in which it was possible to investigate specific negotiations carried out with 7 clients. This part was based on in-depth interviews, material and document analysis and contact with the sales team. As results, relevant aspects of software adoption decision (from seller and buyer’s point of view) were found. These aspects contributed the conception of the decision of adoption model. At the end, some considerations were made about the application of the model and about the study’s field and limitations.

Este estudo tem por objetivo identificar quais são os atributos de produto mais importantes – e seu grau de importância relativa – na compra ou recomendação de interruptores a consumidores finais, eletricistas e arquitetos. O método foi dividido em fases, com abordagem qualitativa e quantitativa. Inicialmente, foram conduzidas entrevistas em profundidade com consumidores e especialistas, com o objetivo de levantar o máximo de atributos salientes, bem como seus níveis. Em seguida, uma survey online, com 558 consumidores, identificou quais desses atributos são mais importantes no processo decisório de compra e uma validação com executivos da área foi conduzida. Os cinco atributos definidos como mais importantes foram: Marca, Acabamento, Garantia, Material Amarelar e Preço. Para identificar o grau de importância relativa de cada atributo, foi utilizado o método conjoint analysis. A pesquisa foi desenvolvida com 116 pessoas, sendo 60 consumidores finais, 28 arquitetos e 28 eletricistas, de cinco regiões do Brasil. Os resultados foram segmentados e analisados de forma agregada, por região, por atuação profissional e por clusters, grupos com preferências de atributo em comum. A análise conjunta revelou que Marca e Material Amarelar obtiveram a maior importância relativa para a amostra total. Pretende-se que este estudo contribua para que executivos da área possam aplicar estratégias de marketing em seus negócios, a fim de obter melhores resultados. / This study aims to identify what are the most important product attributes - and its degree of relative importance – in the purchase or recommendation of interrupters by end users, electricians and architects. The method was divided into phases of qualitative and quantitative approach. Initially, interviews in depth were conducted with consumers and experts in order to enumerate the maximum salient attributes and their levels. Then an online survey with 558 consumers identified which of those attributes are most important in the decision buying process and a validation with area executives was conducted. The five attributes defined as most important were: Brand, Finishing, Warranty, Material Yellowing and Price. To identify the degree of relative importance of each attribute, conjoint analysis method was used. The survey was conducted with 116 people, 60 end users, 28 architects and 28 electricians on five different regions of Brazil. The results were segmented and analyzed in aggregate way, by region, by professional role and by clusters, group with attribute preferences in common. The analysis revealed that the Brand and the Material Yellowing obtained the greater relative importance for the total sample. It is intended that this study will contribute to that area executives can apply marketing strategies in their business in order to get better results.