One purpose of the dissertation was to determine what theoretical justification exists to support the description of problem recognition. Homeostatsis was found to be a well documented and accepted theory of tension reduction in both physiology and psychology. It was proposed as a proper theoretical foundation for problem recognition. It also implied that people develop styles as they repeatedly deal with similar problems. Another purpose of the dissertation was to develop a method for typifying consumers in the way they recognize problems. Scales were constructed to measure consumers' tendencies to recognize problems due to a change in one of their states. Three scales were developed: one to measure types sensitive to changes in the desired state, one to measure types sensitive to changes in the actual state, and a combined scale to measure tendencies to recognize problems due to changes in either state. The product category chosen to test the scales was clothing. The results indicated that all scales were extremely reliable and moderately valid.

This research explores the online purchase decision-making behaviour of consumers by introducing a comprehensive approach that covers two different viewpoints: a) individual-level behaviour and b) market-level behaviour. Individual-level behaviour enhances our understanding of how purchase decision-making processes unfold and whether they differ for different individuals. Drawing from decision analysis and consumer behaviour literature, four segments of online consumers are introduced based on two individual factors: decision making style and knowledge of the product. Archetypal behaviour of each segment is identified addressing variations in the process and process outcome for different groups. In addition, market-level behaviour investigates the actual behaviour of consumers in relation with different retailers in the market; it is based on the aggregated behaviour of 60,000 individuals. Not only behaviour in a particular website but also cross-visiting behaviour of consumers comparing multiple retailers is examined. For this purpose, a multi-level mixed-method approach is designed. Video recording sessions, think-aloud method, interviews and questionnaires are used to capture the dynamic decision-making process, segment consumers and measure the outcome of the process at individual level. Business process modeling approach and an adaptation of path configuration method are selected for modelling the process. Data from an Internet panel data provider, comScore, is analyzed to explore the market-behaviour of consumers visiting multiple retailers. A set of measurement frameworks, that have been developed to fully exploit the research potential of Internet panel data, are designed for this research. Two sectors of banking and mobile network providers are selected; this research methodology enables a much more detailed evaluation of online behaviour and can be applied in other consumer markets.A conceptual model of online purchase decision making is proposed synthesizing theory from three disciplines: consumer behaviour, decision analysis and Information Systems. This model is able to explain the complexities and dynamic nature of real-life decision-making processes. The results of individual-level analysis show that the synthesized model has an enhanced descriptive power. Purchase decision-making processes in the two sectors appear to be highly complex with a large number of iterations, being more unstructured in banking sector. The process is found to be influenced by the both individual characteristics and each segment exhibits a certain typology of behaviour. Behaviour in terms of the way stages are performed is identical across the two sectors; whereas it differs in relation to intensity of decision-making cycles, duration of the process and the process outcome, being a function of product/ market characteristics.The findings of market-level analysis revealed that banking websites are preliminary visited for using online banking services; despite the high portion of visitors, the intensity of research in these websites is low. On the contrary, mobile network providers attract a higher portion of consumers with purchase intentions and enjoy more intensive research. Consumers have a small consideration set in both sectors; and consider certain banks/providers rather than using the accessibility of all alterative on the Internet. It is evident that comparison sites play an important role in both markets affecting the behaviour of online consumers. Finally, the research stresses the use of the Internet as a complementary channel offering specific benefits in each sector.

Textiles and clothing represent the world’s second largest industry, which also makes this industry one of the most polluting industries in the world, and therefore this industry should reconsider its practices in respect of the environmental impact it has. The entire life cycle of an apparel item has an impact on the environment, from the product design stage to the disposal of an apparel product. Environmentally friendly apparel products refer to apparel products which have been created with consideration of the environmental impact of the production process. The consumer’s apparel decision-making process consists of five stages, namely: awareness, interest, evaluation of alternatives, decision and post-buying response. Buyer behaviour is inherently determined by a consumer’s knowledge or extra information that a consumer obtains. The acquisition of environmentally friendly apparel is therefore influenced by environmental knowledge. It is consequently crucial to provide consumers with relevant information regarding the environmental impact of their apparel consumption choices in order to facilitate consumers in making more environmental friendly apparel decisions. Very limited research exists on consumers’ environmentally friendly apparel purchasing practices, especially in the South African context. Insufficient literature also exists regarding the role of environmental knowledge and information source exposure in the acquisition of environmentally friendly apparel. The purpose of the research was to explore and describe how environmental knowledge and exposure to information about environmental issues are reflected in consumers’ choice of apparel products. A qualitative approach was used to explore young female consumers’ existing levels of environmental knowledge, and whether that environmental knowledge is reflected in the evaluation and selection of apparel as well as the role environmental information plays on their purchase decision. Non-probability purposive sampling was used to ensure the inclusion of young female students (19–22 years old, n = 29). Participants first had to write an essay on the subject of pertinent environmental issues and then participated in a focus group discussion on the evaluation and selection of a t-shirt. Results suggest that the participants have general environmental knowledge. They have the ability to identify environmental problems as well as the causes and consequences of these environmental problems. However, participants’ environmental awareness and their knowledge pertaining to the actual production and supply of environment-friendly apparel in the South African context were very limited. The results also highlight the product attributes important to the participants when evaluating and selecting apparel such as price, aesthetics and functionality of the garment, but environmental attributes such as organic cotton, locally produced, reduced waste techniques and not using harmful chemicals did not feature high under the attributes participants considered. They prioritized price, aesthetics and fit above other attributes (including environmental attributes). Environmental knowledge was not consciously considered in their general apparel decision-making, even though participants indicated that they do care about the environment. It also seems that information source exposure relating to the environmental impact of clothing had no effect on their purchase decision process. When probed, certain barriers emerged that prevented the participants from using environmental knowledge or the information source exposure in their decision-making. These barriers are: the relevance of non-environmentally related product attributes, the availability of environmentally friendly apparel, a lack of relevant knowledge, and perceived consumer effectiveness. While the study had certain limitations, the findings should be valuable to manufacturers, retailers and marketers of environmentally friendly apparel and further research is needed, especially in the South African context, relating to environmentally friendly apparel and consumer behaviour. Copyright / Dissertation (MConsumer Science)--University of Pretoria, 2012. / Consumer Science / unrestricted

Background: Several crises have passed and today, the world is witnessing the pandemic Covid-19. As a consequence, society is affected at large where new insights and attitudes are born. Existing literature suggests that a crisis may be a crucial determinant in shaping one’s attitudes and actions, and therefore marketing needs to adapt to these new attitudes and expectations. Involving consumers' perception of this issue, together with companies’ views within the industry, lies the foundation for this research to investigate any changing consumer attitudes towards the airline industry during Covid-19. Purpose: The purpose of this study is to investigate how consumer attitudes have changed within the airline industry in Sweden due to the Covid-19 pandemic, applying both consumers’ and companies’ perspectives to provide managerial implications for marketers. Method: With an interpretive nature, the study is qualitative added by quantitative measures, hence stated as multi-method. Primary data is collected through an analytical survey and four semi-structured interviews.  Findings: Investigating attitudes from economic, social and environmental perspectives, the study concludes that consumer attitudes have changed in several perspectives while some attitudes stay consistent with pre-crisis attitudes, hence not directly affected by the crisis. The empirical findings are coherent with the conceptual framework, explaining the complexity of the tourism airline industry and how new attitudes that arise from the Covid-19 pandemic is a predictor of future behavior during the crisis, which may be useful for future crises to come.

Nowadays, consumers are being exposed to a large selection of food alternatives with an aim of helping with health matters. For that reason, the consumption of healthy food has been increasing among people, but at the same time, the consumption of unhealthy food has expanded. Due to the advanced technology, there is more information available about health, which makes the consumers’ knowledge about diseases caused by their way of living to grow. Simultaneously, there has been studies proving that consumers’ choices do not often resemble their attitudes.  Since consuming healthy food is more popular nowadays, this study had the aim of examining if consumers will choose a grocery store based on different attributes. The study is based on several theories that are the starting point for the study’s research questions which are; Does the selection of healthy food affect consumers’ choice of a grocery store? Does nudging of healthy food affect consumers’ choice of a grocery store? The theories that are used in this study are nudge theory, libertarian paternalism theory, behavioral economics, theory of reasoned action, theory of planned behavior, social marketing theory, choice architecture, cognitive architecture and status quo.  The data was collected through a questionnaire, where different questions had the aim to measure what affects consumers when choosing a grocery store. In total, the study gathered a sample of 136 responses whereas 8 of them were removed from the study as outliers. The outcome of this study is based on two independent variables; healthy food and nudging and one dependent variable; choice of grocery store. These variables are composite variables created from a range of other variables. The composite variable healthy food is created from variables checklist, avoidance of unhealthy/unnecessary food, people’s affection, healthy thinking, food habits, attitude of healthy eating, past purchasing behavior, intention and behavior, same groceries and new groceries. The composite variable nudging is created from variables product placement, memory, product placement affection on consumers’ purchasing behavior and visible healthy food. The dependent variable choice of grocery stores was created from the variables; number of healthy food alternatives, price of healthy food, marketing of healthy food and place of grocery store.  This study was analyzed in the data program STATA where a multiple linear regression was used to test the hypotheses. According to the result from the regression analysis, there is a significant level between healthy food and consumers' choice of grocery stores. In addition to that, the study shows that there is a significant level between nudging and consumers' choice of grocery stores. Thus, the null hypothesis of this study was rejected.

Background: With the COVID-19 pandemic having brought on drastic lifestyle changes in the form of lockdowns, stay at home orders and social distancing directives, there exists an avenue for research for how these circumstances have affected the decision-making process of millennials towards fashion products. This can be done by exploring the changes that the COVID-19 pandemic has had on millennials' consumer decision making process.      Purpose: The purpose of this thesis is to explore the effects that the COVID-19 pandemic has had on the consumer decision-making process in millennials regarding their fashion consumption. This exploratory study may aid marketing practitioners in assessing the behavioural changes that have occurred in the target demographic, and to apply the findings towards evolving their marketing mix or other related strategies to adapt to what could be the “new normal” post-pandemic.   Method: An exploratory research study conducted qualitatively using the data from interviews of 14 millennials in Sweden and employing abductive reasoning and a thematic analysis approach.   Conclusion: The findings and the analysis from the study suggests that the millennial demographic in Sweden have seen a change in their fashion consumption in the context of the CDP model (Blackwell et al., 2006).  These changes are linked to the three global themes identified by the authors which were Change in Social Settings, Change in Requirements and Behavioural Shifts, as well as their underlying categories. Through the analysis the authors found that the Need Recognition, Search for Information, Pre-Purchase Evaluation of Alternatives, Purchase and the Post Purchase Evaluation stages were affected in the participant’s fashion consumption.

Background:  With the ever-growing advancement of technology and the implementation of new groundbreaking technology in our day-to-day lives, a path of curiosity was opened that attracted attention. Just how much does the use of artificial intelligence (AI) affect consumer behavior and how much do consumers trust AI.    Purpose:  The purpose of this thesis is to explore the effects of the implementation of AI and machine learning in marketing on consumer behavior and measure the level of trust consumers have towards this advancement of technology.    Method: This research study is conducted through a qualitative method while taking advantage of interviews from individuals based in Sweden ranging from ages of 18 to 30 carried out in a thematic analysis approach.   Conclusion: the results show that implementation of AI in marketing has direct effect on the consumer behaviour. The authors have used various different of primary data collected from a number of interviews and secondary data from depth research of articles as well application of consumer decision model (CDF) to analyse and evaluate the findings.

The UK has been amongst the leaders in providing higher education for both home and international students, especially from developing countries such as Malaysia. The recent budget cuts on the UK higher education sector implemented in the academic year 2012/13 have increased the competition for UK Higher Education Institutions (HEIs) to secure home [UK and EU] students as the opportunity cost is greater compared to starting a career. Therefore, it is almost imperative for UK HEIs to attract more international students to fill the gap left by home students to remain financially sustainable. Previous researches on the decision making process for higher education destinations looked extensively at rational factors such as financial viability, size of institutions and availability of programmes as well as reputation related factors, such as university ranking and league tables. The question is: Are these the factors - rational factors - that influence the decision making of prospective international students' evaluation and selection of the UK as a possible host country for higher education migration? This research aims to elicit and understand the non-rational factors that may intrinsically influence the decision making behaviour of Malaysian students when selecting the UK as the destination for HE migration. Interpretive phenomenology was utilized as the research approach and the Ethnographic principle of cultural interpretation was enhanced by the researcher's reflexive stances. Data was analysed using Interpretative Phenomenological Analysis. Six emergent constructs were revealed which then led to the emergence of three core themes reflecting the intrinsic influences hidden within Malaysian students' HE migration decision behaviour. Twelve ZMET interviews and two focus group conversations with participants whom were recruited using the stratified random sampling method - covering three geographical regions of the UK, eleven UK universities within four main university groups. ZMET, short for Zaltman Metaphor Elicitation Technique, is an eleven-step in-depth interview technique that elicits both conscious and unconscious thoughts by exploring metaphoric expressions. Findings from previous researches employing ZMET as data collection method showed that data saturation is achievable with just four to five interviews, providing 90% validity. Focus group conversations functioned as methodology triangulation to validate findings. Both of these data collection methods were guided by two overarching questions: (1) why do you choose a UK university? and (2) what and how does being a UK university student make you feel? The six emergent constructs: (1) Egotism; (2) Self-concept; (3) Current security; (4) Future security; (5) Freedom and independence; and (6) Future opportunities, were then interpreted through the researcher's reflexive stances - personal and epistemic - to signify the insights of the three emergent themes: (1) Fulfilling their emotional needs for acceptance; (2) Satisfying their spiritual pleas for freedom and independence; and (3) Providing a promise for a greater self-worth. These six emergent constructs were embedded into the conceptual framework of this research - Consumer Decision Making model underpinned by Push/Pull Theory of Migration - resulting in a revised conceptual framework depicting Malaysian students' HE migration behaviour. This research contributes to academic knowledge, research methodology, practitioners and policy makers of HEIs - both in Malaysia and the UK. Suggestions for further research are longitudinal study, geographical extension study, comparison study and a study using this research's revised conceptual framework as the research model.

This thesis presents six original experiments investigating the relationship between age-related gains and losses in cognitive and emotional abilities and consumer decision making. Novel tasks designed to closely resemble real consumer decisions were used to assess how older and younger adults fare when making everyday decisions. Experiments 1 and 2 examined the relationship between consumer decision making and measures of fluid intelligence, crystallised intelligence and numeric ability in older and younger adults. The data revealed that numeric ability and fluid intelligence independently predicted consumer decision making in older adults. In Experiment 1, participants made factual and inferential decisions about utility suppliers. Findings were corroborated in Experiment 2 using a larger sample and an additional consumer decision task based on selecting a mobile phone provider. Experiment 2 also revealed numeric ability as an independent predictor of young adult’s consumer decision making. Experiment 3 assessed the interplay between age, cognitive resources and emotion regulation. Cognitive resources were assessed by the number of times older and younger adults decided to stick with a pre-selected option, switch to an alternative option or decide in the future. Results suggested that older and younger adults required differing amounts of resources to regulate emotions in accordance with different emotion regulation strategies. Older adults made better consumer decisions when instructed to regulate their emotions by way of reappraisal and younger participants made better consumer decisions when instructed to regulate their emotions using suppression. These results were contrary to what was expected based on previous research on emotion regulation. Because of this, two exploratory experiments were conducted on young adults in an attempt to identify a reliable methodology for inducing and measuring affects more typically associated with self-regulation. These experiments revealed some surprising findings. Participants exposed to manipulations high in terms of cognitive demand made better subsequent consumer decisions than participants placed in less demanding conditions. It was hypothesised that participants exposed to demanding manipulations were primed to make more adaptive consumer decisions. A final experiment tested the effect of age and instruction manipulation on consumer decision making. The relationships between cognitive measures of individual differences and decision making were again measured. Results substantiated previous findings revealed in Experiments 1 and 2 insofar that fluid intelligence was found to independently predict consumer decision making performance in older adults. Fluid intelligence and numeric ability predicted consumer decision making in younger adults. In terms of instruction effects, younger and older adults made better decisions when asked to do so in a rational manner compared to an intuitive manner. It is believed that this work represents some of the first of its kind to study the impact of ageing on cognitive ability and decision making using tasks representative of existing consumer decisions in terms of context and response options. The findings presented provide a valid and unique insight into how cognitive and emotional ability changes with age and the subsequent implications this has when making consumer decisions. This thesis concludes with the theoretical and practical implications for the ageing consumer.

The traditional type of marketing is more directed towards big customer segments in specified areas. Due to technological improvement marketing has evolved into an extreme form of segmentation where marketing target the individual consumer based on their personal needs and preferences. This has led to a discussion of whether personalized marketing is something that create privacy concerns or benefits in the eyes of the consumer.     The purpose of this thesis is to explore the consumer perception of personalized marketing and how the perception affects the purchase decision-making process.   A conceptual framework was developed based on earlier research within personalized marketing. A qualitative method with an abductive approach has been used. Our primary data was collected through 8 different semi-structured interviews and consisted of men and women in the age span of 40-59 years’ old who had engaged in e-commerce at least once during the last six months.   Our empirical data has been analyzed out of the literature review, which founds the basis for our findings. Our findings show that the consumer perception of personalized marketing affect the consumer decision-making process in varying ways. A positive perception of the personalized marketing makes the consumer more susceptible to it, which further impacts the different stages in the process.