nÃo hà / O varejo de alimentos à o segmento de maior destaque na economia brasileira, com estimativa de crescimento de 8% em 2012, o que denota um mercado de alta atratividade, considerando que a expectativa de crescimento do paÃs à de 2%, com inflaÃÃo de 5%. Este desempenho atrai investidores internacionais, fazendo com que as grandes redes varejistas mundiais ingressem no paÃs, adquirindo, realizando fusÃes ou inviabilizando a permanÃncia dos pequenos supermercados que, como forma de se manterem no mercado, buscam associaÃÃo em Centrais de NegÃcios. A Central de NegÃcios cearense SUPER REDE tem destaque nacional, sendo apontada pela AssociaÃÃo Brasileira de Supermercados â ABRAS, como a maior Central de NegÃcios do paÃs no item faturamento hà 03 anos consecutivos. Uma das estratÃgias adotadas pela SUPER REDE na composiÃÃo de seu mix de produtos à a marca prÃpria. O presente estudo tem como objetivo principal analisar a percepÃÃo da marca prÃpria SUPER REDE com base nas dimensÃes propostas por David Aaker, no que diz respeito à Lealdade, Qualidade Percebida, Conhecimento da Marca e AssociaÃÃes de Marca por parte do consumidor. O estudo realizado caracteriza-se como exploratÃrio e descritivo, de natureza qualitativa, com revisÃo bibliogrÃfica dos temas transversais e levantamento de dados por meio de questionÃrios estruturados, com perguntas abertas e fechadas. A percepÃÃo de valor à considerada um diferencial com forte efeito na decisÃo de compra. Os resultados encontrados mostram-se relevantes, na medida em que sinalizam a importÃncia, a interligaÃÃo e o efeito das dimensÃes no negÃcio, constituindo-se contribuiÃÃo para a academia e para Centrais de NegÃcios com marca prÃpria.

Syfte Syftet med denna studie är att få en ökad förståelse för hur kännedomen omglobalaoch butikers egnavarumärken påverkar en konsuments uppfattning av en produkt. Metod En kvantitativ metod har utförts genom två experiment som kompletterats med en enkät. Data har analyserats med hjälp av deskriptiv statistik, t-test och en korrelationsanalys där resultaten tagits vidare in i en diskussion som har ageratunderlag för studiens slutsats. Resultat och slutsats Både varumärkeskännedom och smakupplevelse påverkar konsumenters uppfattning om det globala och butikskapade varumärket. Konsumenterna går efter smakupplevelse och föredrar den smak de tycker bäst om medan varumärkeskännedomen påverkar den redan upplevda smaken sombättre eller sämre beroende på hur hög eller låg kännedomen är. Uppsatsens bidrag Min studie bidrar till att öka förståelsen för vilken påverkan varumärkeskännedom och smakupplevelse omglobalaoch butikers egna varumärken kan ha på enkonsuments uppfattning av colaprodukter. / Aim The purpose of this study is to gain a deeper understanding towards how the knowledge of global brands and store brands effect a consumer’s perception of a product. Method A quantitative method has been conducted through two experiments, supplemented with a survey. Data has been analyzed using descriptive statistics, t-test and a correlation analysis where the results have been carriedout into a discussion that has acted as support for the study ́s conclusion. Results and conclusion Both brand awareness and taste experience affect consumers' perceptions of the global brand and store brand. Consumers prefers the product they think tastes thebest and the affect brand awareness has is thatthe already experienced flavor of the product either perceives to tastebetter or worse depending on the strength of the awareness. Contribution My study helps to increase understanding of what impact brand awareness and taste experience of a global and a store brandhave on a consumer's perception of cola products.

Abstract  Background: Due to recent geopolitical issues, ethnocentrism has had a noticeable rise. However, the effect of consumer ethnocentrism on purchase intentions has received little prior research. An especially noticeable lack of previous research is within intangible products such as services. The ethnocentric consumer is assumed to be biased towards products and services from his or her own country and reluctant to consume products from abroad. An industry that is often disregarded in business research is the aviation industry. In 2022, Swedish and Finnish airports oversaw a total of approximately fifty-five million passengers, making it a large business with little attention directed towards it. The industry is fragile concerning economic cycles and especially brittle in external challenges such as the covid pandemic. Purpose: The purpose of this study is to investigate the effect of consumer ethnocentrism on purchase intentions towards home national airlines through shaping individual perceptions of home national airlines and how this effect is moderated by the status of frequent fliers and gender.  Method: This study uses a quantitative research method, based on an online survey with 132 respondents in Sweden and Finland. We test our research model with seven research hypotheses based on the survey data.  Findings & Contributions: Our findings indicate that individual ethnocentrism directly increases the purchase intention of Swedish and Finnish consumers towards home national airlines and indirectly enhances the purchase intention of Swedish and Finnish airline consumers by increasing consumers’ perceptions. Our study also reveals that the positive effect of individual ethnocentrism on consumer purchase intention towards home national airlines is weaker among frequent fliers. However, our study does not find differences in the effect of individual ethnocentrism between males and females. In terms of research contributions, our thesis gains a better understanding of the effect of individual ethnocentrism on consumers’ purchase intention by investigating the mediators and moderators and contributes to the research on consumer behaviours.

Syfte: Syftet med detta examensarbete är att skapa förståelse för hur det miljömässiga innehållet i mejerikooperativet Arlas hållbarhetsrapport för 2021 påverkar unga konsumenters uppfattning om företaget med utgångspunkt i legitimitetsteorin. Metod: Studien utgår från en kvalitativ forskningsmetod där datainsamling har skett genom semistrukturerade intervjuer med tolv mejerikonsumenter. Insamlade data har sedan sammanställts genom en tematisk analys vilken har följt Braun och Clarkes (2006) upplägg. Resultat och slutsats: Studien visar att mejerikonsumenter påverkas positivt av den miljömässiga informationen som avslöjas i Arlas hållbarhetsrapport 2021. Ett flertal respondenter förändrade sina uppfattningar om företaget till det bättre efter upplästa citat. Några konsumenter ifrågasatte dock vissa måls rimlighet och trovärdighet då efterlevnad av hållbarhetsmål ansågs vara väsentligt. Samtliga nämnda slutsatser går i linje med vad som beskrivs i legitimitetsteorin.  Examensarbetets bidrag: Studien bidrar med ökad förståelse kring hur unga konsumenter upplever mejerikooperativet Arla utifrån företagets hållbarhetsrapport för 2021 och om den miljömässiga informationen därifrån bidrar till ökad legitimitet. Undersökningens resultat bidrar även med teoretisk kunskap vilken kan vidareutvecklas och ligga till grund för fortsatt forskning inom området. Förslag till fortsatt forskning: Ett förslag till fortsatt forskning är att applicera samma tillvägagångssätt som använts i denna studie på andra branscher utanför mejeriindustrin. Det kan även vara av intresse att studera andra intressentgrupper för att sedan jämföra resultaten. Vidare kan studien breddas genom att ta hänsyn till fler perspektiv i hållbarhetsrapporten för att få in fler aspekter. / Aim: The purpose of this thesis is to create an understanding of how the environmental content of the dairy cooperative Arla’s sustainability report affects young consumers’ perceptions of the company based on the legitimacy theory.   Method: The study is based on a qualitative research method where data collection has taken place through semi-structured interviews with twelve dairy consumers. The collected data has then been compiled through a thematic analysis which has followed Braun and Clarke’s (2006) approach.   Result and Conclusions: The study shows that dairy consumers are positively affected by the environmental information revealed in Arla’s sustainability report 2021. Respondents emphasized that their perception of the company changed for the better after hearing the quotes. Some consumers questioned the reasonableness and credibility of certain goals, compliance with sustainability goals was considered essential. All conclusions relate to what is described in legitimacy theory.  Contribution of the thesis: The study contributes to an increased understanding of how young consumers experience the dairy cooperative Arla based on their sustainability report for 2021 and whether the environmental information from it contributes to increased legitimacy. The results from the study provided theoretical knowledge, which can be further developed in continued research. Suggestions for future research: A proposal for further research is to apply the same approach used in this study to other companies outside the dairy industry. It may also be of interest to study other stakeholder groups and compare the results. Furthermore, the study can be broadened by including more perspectives in the sustainability report to include more aspects.

Master of Science / Department of Agricultural Economics / John A. Fox / The concept of animal cloning was first introduced to the public’s attention in 1996 with the birth of “Dolly the Sheep,” the first mammal to be cloned. Now, after more than a decade the technology has reached a point of feasibility on a commercial scale. With the publication of the U.S. Food and Drug Administration risk assessment on animal cloning in 2008, a report that concluded that the technology was safe and posed no risk to consumers, the issue has received renewed attention. In this thesis I use survey data to examine attitudes to the use of cloning in animal food production among samples of college students in the U.S., Ireland, France, Honduras, and China. Stated likelihood of consuming meat products from cloned animals is correlated with individual characteristics including socio-demographic variables (gender, and farming background) and attitudinal variables measuring concern about various food technologies. In addition, using ordered logit modeling, we examine how respondents might change their probability of consuming cloned products after being provided with information about scientific assessments about the safety of cloning and possible price reductions for cloned products. The analysis shows that: a) respondents in the U.S. and Honduras were more likely than those in other countries to indicate that they would consume cloned products, b) on average, respondents in all countries increased their stated likelihood of consuming cloned products when informed that the U.S. Food and Drug Administration and the European Food Safety Authority had assessed cloned foods as safe for human consumption, and c) individuals who were opposed to cloning on moral grounds were significantly less likely to consume cloned product and furthermore were less likely to respond positively to information about the safety of cloning.

Purpose: The purpose of this thesis is to identify particular features and attributes  that communicate quality in printed advertisements in order to further understand consumer perception of these quality features. Background: Nowadays, cultural images of youthfulness are promoted by media and advertising. Previous research indicate that price, brand name and store names are the most influencing features concerning the quality perception for consumers. However, advertising permits consumers to have access only to a specific level of information regarding the product. Printed advertisement do not present the common attributes such as price or store name that permit to evaluate quality. Therefore this study will examine the features and attributes that communicate quality in printed advertisements from the consumer’s perspective. Method: The purpose of this thesis was fulfilled by conducting a magazine content analysis of advertisements and by conducting interviews with women in the age between 45-60 years old. To analyze the results, theories connected to quality perception and advertising were used. Conclusion: Three interrelated categories were identified to play a significant role in the quality perception: credibility, exclusivity and emotions. When in accordance with each other and in balance, the presence of these categories influence the quality perception. / Syfte: Syftet med den här studien är att identifiera särskilda faktorer och attribut som kommunicerar kvalité i tryckt reklam i syfte att vidare förstå konsumenters uppfattning av dessa kvalitetsattribut. Bakgrund: Nuförtiden främjas bilder av ungdomlighet i media och reklambranschen. Tidigare studier indikerar att pris, varumärke och butiksnamn är de faktorer som mest påverkar  konsumenters kvalitetsuppfattning. Dock tillåter reklam konsumenter att ha tillgång endast till en specifik nivå av information angående produkten. Tryckt reklam presenterar inte allmänna attribut såsom pris eller butiksnamn som tillåter utvärdering av kvalité. Därför kommer den här studien att granska faktorer och attribut som kommunicerar kvalité i tryckt reklam från konsumentens perspektiv. Metod: Syftet med den här studien blev uppfyllt genom utförandet av en innehållsanalys av anti-age reklamer i tidningar och genom intervjuer med kvinnor i åldern mellan 45-60 år. Till analysen av resultaten användes teorier med anknytning till kvalitetsuppfattning och reklam.  Slutsats: Tre sammanhängande kategorier var identifierade att spela en betydande roll i kvalitetsuppfattning: trovärdighet, exklusivitet och känslor.  När i enlighet med varandra och i balans, gör närvaron av dessa kategorier att kvalitetsuppfattningen påverkas.

Corporate Social Responsibility (CSR) is a topic that has been widely researched and is still a progressing and important subject to study. Many researchers have focused on the importance and risks of CSR but have been unsuccessful in conducting research that brings forth managerial implications regarding the challenges and complexity that comes from contextual differences. Furthermore, little attention has been assigned to consumer awareness, perception of CSR as well as analysing differences in related markets such as developed Western European countries (WECs) and emerging Post-Communist countries (PCCs) of Eastern Europe. This research is essential as theoretical ground and for managers to be able to successfully adapt and implement their CSR strategies to various markets, something that is beneficial for gaining a long-term competitive advantage. This study wishes to fill the existing research gap by gaining an insight into the differences in perceptions of CSR between consumers from WECs and PCCs. The outcomeof this study contributes to the existing frame of research regarding consumers’ perceptionson CSR and the importance of adapting a firm's CSR strategies to differentiating perceptions when operating in various international markets. The research was executed by using a qualitative method, carrying out three focus groups with participants originating from the two different regions respectively, and later mixed in a third group. The outcome from these focus groups was analysed using relatedtheoretical frameworks such as Carroll’s pyramid for corporate social responsibility (1991)and Dhanapal, Vashu, and Subramaniam (2015), who explores influencers affecting consumer perception. The findings conclude that CSR is gaining awareness among consumers across both regions, who agree that companies should be engaged in CSR, whereas members from PCCs desires a higher commitment than is currently done. Consumers are willing to pay a higher price when they know that the companies implement philanthropic projects. However, for WECs, this depends on the price of the product, and for PCCs, on whether the activities are locally implemented or not. Finally, this study concluded that companies can gain a competitive advantage by concentrating on social CSR in the PCC region and environmental CSR in the WEC region since the findings indicate that these are the most prioritised issues in each region. Furthermore, managers should adapt their CSR strategies based on these findings in order to relate to the consumer, create legitimacy, and gain trust.

Made available in DSpace on 2009-11-18T19:01:15Z (GMT). No. of bitstreams: 1 Licia-Rios.pdf: 436670 bytes, checksum: c571e18c2289fd9b46b9f90f3f105395 (MD5) Previous issue date: 2006 / Este estudo objetivou verificar a percepção do consumidor sobre a relação entre as variáveis independentes: uso de dados secundários não autorizados, percepção de invasão de privacidade, percepção de proteção de privacidade, percepção de confidencialidade, percepção de autenticação, percepção de erro, comportamento intencional de uso e a variável dependente propensão à compra on line. Realizou-se um levantamento com aplicação de questionários em uma amostra de 451 usuários de Internet, alunos de graduação e de pós-graduação das Instituições de Ensino Superior de São Luís, Maranhão. A análise estatística englobou Análise Descritiva e Regressão Múltipla. Concluiu-se que apenas uma variável, comportamento intencional de uso, está correlacionada à variável dependente. Algumas limitações, implicações e sugestões de pesquisa futura foram analisadas neste estudo. / The goal of this essay was verify consumer perception about the relationship among independents variables: unauthorized data use perception, privacy invasion perception, protection privacy perception, confidentiality perception, intentional use behavior, error, authenticity perception, and the dependent variable willingness to buy on line. A Survey was used in 451 undergraduate and postgraduate students, Internet user‘s in Universities in São Luís, Maranhão. Statistics Analyses used was Descriptive and Multiple Regression. In conclusion, only one variable, intentional use behavior was correlated to the dependent variable. Some limitations, implications and suggestions to future research were analyzed in this study.

This diploma thesis deals with the communication mix of Garnier, one of the most famous global brands of the cosmetic company L'Oréal. The goals are to analyze brand's communication , especially TV advertisments and their effects. The main goal is to find out more about consumer perception of the ads and brand as such. The thesis also contains my own marketing research on the main topics mensioned above, which basically means revealing the communication effects of the TV ads.

La investigación tuvo como finalidad percibir los factores de venta de alimentos orgánicos en restaurantes, analizando las preferencias del consumidor y los beneficios que ofrece al mismo. Para el desarrollo de este estudio, se aplicó como metodología de investigación la revisión bibliográfica descriptiva partiendo de la exploración de artículos académicos, tesis, papers y libros electrónicos. La presente investigación fue basada en estudios realizados a los restaurantes que analizan los beneficios del consumo y venta de este tipo de alimentos basados en el perfil y percepción del consumidor. Se observó que, en continentes como Norteamérica y Europa, presentaron una amplia bibliografía la cual aborda las razones por las cuales los consumidores van incrementando cada vez más su interés por la comida orgánica. Se analizaron distintos factores que están relacionados al consumo de comida orgánica tales como el interés por la salud, el cuidado del medio ambiente y el poder adquisitivo de los consumidores. Esta investigación nos permitió identificar cuales son las motivaciones del consumidor para asistir a restaurantes y las principales razones por las cuales los restaurantes ofrecen este tipo de productos. El consumo de alimentos saludables se torna cada vez más importante en la mente de los consumidores, esto se debe a las últimas tendencias que se han manifestado en los últimos años teniendo también un efecto en la operación de servicios de alimentos, generando una ventaja competitiva y de diferenciación en los restaurantes. En conclusión, es importante conocer las preferencias de los consumidores al asistir a restaurantes y a su vez comprender los beneficios por los que consumen alimentos orgánicos, para que de esta manera se pueda contribuir con los restaurantes que desean incursionar en este sector. / The purpose of the research was to perceive the considerations of restaurants that venture into organic food, taking into account the benefits it offers to the restaurant and the preferences of the consumer. For the development of this study, a descriptive bibliographic review was applied as a research methodology based on the exploration of academic articles, theses, papers and electronic books. This research was based on studies carried out in restaurants that analyze the benefits of the consumption and sale of this type of food based on the profile and perception of the consumer. It was observed that, in continents such as North America and Europe, they presented an extensive bibliography which addresses the reasons why consumers are increasing their interest in organic food. Different factors related to the consumption of organic food were analyzed, such as interest in health, caring for the environment and the purchasing power of consumers. This research allowed us to identify the consumer's motivations for attending restaurants and the main reasons why restaurants offer this type of product. The consumption of healthy food is becoming increasingly important in the minds of consumers, this is due to the latest trends that have manifested in recent years also having an effect on the operation of food services, generating a competitive advantage and of differentiation in restaurants. In conclusion, it is important to know the preferences of consumers when attending restaurants and in turn understand the benefits for those who consume organic food, so that in this way they can contribute to restaurants that wish to enter this sector. / Trabajo de investigación