O setor varejista devido à alta competitividade vem passando por grandes transformações, a fim de atender de forma eficiente e eficaz às exigências do consumidor. Para tanto, a criação e a implementação de ações estratégicas que proporcionem diferenciais competitivos para os varejistas tornaram-se uma constante no dia-a-dia do varejo. A adoção de marcas próprias no mix de produtos do supermercado é um exemplo destas estratégias. No entanto, percebe-se um crescimento lento das marcas próprias na participação de mercado no Brasil, o que reflete a atitude dos consumidores diante destes produtos. Entender o comportamento do consumidor bem como a atitude deste aos produtos de marca própria torna-se importante para uma melhor compreensão deste fenômeno. Desta forma, o presente trabalho tem o objetivo de avaliar os elementos componentes da atitude do consumidor em relação aos produtos de marcas próprias. Para o alcance do objetivo deste estudo, foram feitas revisões da literatura sobre varejo, marcas próprias e sua evolução, no Brasil, e a atitude do consumidor frente aos produtos de marcas próprias. A pesquisa de campo foi de caráter exploratório com abordagem quantitativa. Por meio de uma survey com questionário auto-administrado, elaborado com base no modelo da Teoria da Ação Racional (TRA) de Fishbein, foi possível coletar opiniões dos clientes de supermercados, elemento da pesquisa, para avaliar a atitude do consumidor diante das marcas próprias. A amostra foi composta por 983 pessoas, de ambos os sexos e provenientes de 26 Estados do Brasil, com predominância de São Paulo e Minas Gerais. Os resultados obtidos demonstram que os respondentes não possuem uma imagem muito favorável aos produtos de marcas próprias, devido à grande variação na qualidade dos produtos dentro das categorias e entre as categorias ofertadas, ao risco percebido, à ausência de comunicação efetiva sobre os produtos e à imagem de inferioridade transmitida pelos atributos das marcas próprias como embalagem, forma de exposição e preço. O componente mais importante obtido com a aplicação do modelo da TRA para prever a intenção comportamental foi a atitude. Dos fatores obtidos na análise fatorial, destacam-se a imagem da loja, a comunicação e preço, a qualidade e preço como os mais importantes para os respondentes e que exercem maior influência em seu comportamento. A partir da análise de regressão, conclui-se que o risco percebido, a qualidade, a influência de pessoas próximas e a imagem da loja são os fatores que mais influenciam na intenção comportamental dos respondentes frente aos produtos de marcas próprias. / The retail sector is going through major changes due in order to meet efficiently and effectively the demands of the consumer in a highly competitive environment. Thus, the creation and implementation of strategic actions that provide competitive differentials for retailers have become essential in the day to day of retailing. The adoption of own brands in the mix of products in supermarkets is an example of these strategies. However, it is perceived a slow growth of own brands market share in Brazil, which reflects the attitude of consumers towards these products. Understanding consumer behavior and attitude toward own-brand products is important to the better comprehension of this phenomenon. Thus, this study aims to evaluate the components of consumer attitude related to products of own labels. To reach the goal of this study, there were made revisions on the literature about retail, own brands and its development in Brazil, and the attitude of consumers toward the own labels products. The fieldwork had exploratory nature with quantitative approach. Through a survey composed by a self-administered questionnaire, based on the model of the theory of reasoned action (TRA) of Fishbein, it was possible to collect opinions of supermarket customers. That constituted a part of the research which aimed to evaluate the attitude of the consumer toward own brands . The sample consisted on 983 persons of both sexes from the 26 Brazilian states, with predominance of São Paulo and Minas Gerais. The results show that the respondents do not hold a very favorable image to own brands products. This find can be explained by the wide variation in the quality of products within the categories and between categories offered, the perceived risk, the lack of effective communication about the products and the image of inferiority transmitted by attributes of own brand products such as packaging, price and the form of exposition. The most important component obtained with the implementation of the TRA model to predict the behavioral intention was the attitude. Among the factors obtained in factor analysis, those who exert more influence on respondents behavior are the image of the store, communication and price as well as quality and price. From the regression analysis, it was concluded that the majority of the influence on behavioral intention of respondents was derived from perceived risk, quality, store image and influence of close people.

This study examines the attitudinal and behavioural dimensions of Indian consumers, in the Chatsworth area, to brand loyalty. A survey was undertaken in the designated area and data for the investigation was obtained from a sample of 237 households, drawn by means of the stratified random sampling technique. The data was qualitatively and quantitatively analysed using numerous descriptive and inferential statistical techniques. The findings indicate that Indian consumers are more brand loyal to food than to non-food products. This result reflects that the type of merchandise involved and the relative strength of brands have an important influence on brand loyalty. Furthermore, Indians are rational buyers, who evaluate the cost and benefits of products, and increasingly consider the purchases of house brands as opposed to branded products. The determinants of brand loyalty for products in general. was found to be quality, whilst the main product evalutation criteria for food items is freshness, followed by nutritional value. The majority of consumers do not base their judgement of quality on price. Finally, non-brand loyal buyers assign higher ratings to product attributes on most of the specific products studied, than brand loyal consumers. / Thesis (M.Admin.)-University of Durban-Westville, 1993.

Different companies and advertising organizations along the time have been employing nudity as an ultimate tool to advertise their products or services and therefore attain the attention of the target market. Even though the tradition of presenting contents which include naked models has been somewhat a well-rooted strategy for decades but a significant factor that has not yet been studied enough is the attitude that target customers shape towards the mentioned sorts of advertisements. Considering the fact that companies may be able to plan more efficiently for their prospective advertisements by studying the customers' attitude and reaction, this research has put its primary focus on describing the attitude of customers towards advertisements bound with the concept of nudity and investigating into the opinions of target customers. After execution of various interviews and data collection, the findings of the study designate that customers depending on multiple criteria would potentially demonstrate both positive and negative attitudes towards an advertisement containing naked models regardless of representing one culture and nationality.

O setor varejista devido à alta competitividade vem passando por grandes transformações, a fim de atender de forma eficiente e eficaz às exigências do consumidor. Para tanto, a criação e a implementação de ações estratégicas que proporcionem diferenciais competitivos para os varejistas tornaram-se uma constante no dia-a-dia do varejo. A adoção de marcas próprias no mix de produtos do supermercado é um exemplo destas estratégias. No entanto, percebe-se um crescimento lento das marcas próprias na participação de mercado no Brasil, o que reflete a atitude dos consumidores diante destes produtos. Entender o comportamento do consumidor bem como a atitude deste aos produtos de marca própria torna-se importante para uma melhor compreensão deste fenômeno. Desta forma, o presente trabalho tem o objetivo de avaliar os elementos componentes da atitude do consumidor em relação aos produtos de marcas próprias. Para o alcance do objetivo deste estudo, foram feitas revisões da literatura sobre varejo, marcas próprias e sua evolução, no Brasil, e a atitude do consumidor frente aos produtos de marcas próprias. A pesquisa de campo foi de caráter exploratório com abordagem quantitativa. Por meio de uma survey com questionário auto-administrado, elaborado com base no modelo da Teoria da Ação Racional (TRA) de Fishbein, foi possível coletar opiniões dos clientes de supermercados, elemento da pesquisa, para avaliar a atitude do consumidor diante das marcas próprias. A amostra foi composta por 983 pessoas, de ambos os sexos e provenientes de 26 Estados do Brasil, com predominância de São Paulo e Minas Gerais. Os resultados obtidos demonstram que os respondentes não possuem uma imagem muito favorável aos produtos de marcas próprias, devido à grande variação na qualidade dos produtos dentro das categorias e entre as categorias ofertadas, ao risco percebido, à ausência de comunicação efetiva sobre os produtos e à imagem de inferioridade transmitida pelos atributos das marcas próprias como embalagem, forma de exposição e preço. O componente mais importante obtido com a aplicação do modelo da TRA para prever a intenção comportamental foi a atitude. Dos fatores obtidos na análise fatorial, destacam-se a imagem da loja, a comunicação e preço, a qualidade e preço como os mais importantes para os respondentes e que exercem maior influência em seu comportamento. A partir da análise de regressão, conclui-se que o risco percebido, a qualidade, a influência de pessoas próximas e a imagem da loja são os fatores que mais influenciam na intenção comportamental dos respondentes frente aos produtos de marcas próprias. / The retail sector is going through major changes due in order to meet efficiently and effectively the demands of the consumer in a highly competitive environment. Thus, the creation and implementation of strategic actions that provide competitive differentials for retailers have become essential in the day to day of retailing. The adoption of own brands in the mix of products in supermarkets is an example of these strategies. However, it is perceived a slow growth of own brands market share in Brazil, which reflects the attitude of consumers towards these products. Understanding consumer behavior and attitude toward own-brand products is important to the better comprehension of this phenomenon. Thus, this study aims to evaluate the components of consumer attitude related to products of own labels. To reach the goal of this study, there were made revisions on the literature about retail, own brands and its development in Brazil, and the attitude of consumers toward the own labels products. The fieldwork had exploratory nature with quantitative approach. Through a survey composed by a self-administered questionnaire, based on the model of the theory of reasoned action (TRA) of Fishbein, it was possible to collect opinions of supermarket customers. That constituted a part of the research which aimed to evaluate the attitude of the consumer toward own brands . The sample consisted on 983 persons of both sexes from the 26 Brazilian states, with predominance of São Paulo and Minas Gerais. The results show that the respondents do not hold a very favorable image to own brands products. This find can be explained by the wide variation in the quality of products within the categories and between categories offered, the perceived risk, the lack of effective communication about the products and the image of inferiority transmitted by attributes of own brand products such as packaging, price and the form of exposition. The most important component obtained with the implementation of the TRA model to predict the behavioral intention was the attitude. Among the factors obtained in factor analysis, those who exert more influence on respondents behavior are the image of the store, communication and price as well as quality and price. From the regression analysis, it was concluded that the majority of the influence on behavioral intention of respondents was derived from perceived risk, quality, store image and influence of close people.

Global warming has been a topic of discussion since the discovery that man-made greenhouse gas emissions is having an affect on the planet almost 50 years ago. Grocery products stand for roughly one third of all EUs carbon emissions as a result of its highvolume production. Carbon labeling is a tool in which retailers and manufacturers can communicate the amount has caused throughout its whole life cycle or that the they are working towards lowering their GHG emission throughout their organization. However, previous research indicates that carbon labels has not yet had its breakthrough moment yet due to the CO2e data is too complex for the consumers to interpret. This led to our research question “What is the preferred content, design and layout of a carbon label among Swedish consumers? “The purpose of this study is to get a deeper understanding into the preferences of the Swedish consumers and what kind of attributes they are looking for to make a carbon label understandable. We found that the Swedish consumer prefers a more complex design than previous studies have suggested based on researches made from other countries. In order to do our explanatory research, we measured these variables with a quantitative survey and made statistical calculations such as mean values and correlation analysis to see if our hypotheses were supported.  The analysis shows that the Swedish consumers prefer all the following attributes that is being presented in an order of priority: The label should be colour coded, made by a well-known organization, presented in terms of scale and have the CO2e data presented on the label.

Background: In recent years, the emergence of the internet and social networks have allowed consumers to interact and communicate quickly, this means that online social media-based brand communities are an important part of the market. However, does the engagement and activity on social media-based brand communities affect the consumers’ attitude and repetitive purchase?. That is what this research set out to find out. Purpose: The purpose of this thesis is to explain how Social Media Brand Community affects consumers’ attitudes and repurchase behavior based on their activity. Methodology: For this research, a quantitative method was conducted. The research was explanatory, and a cross-sectional research design was used. Afterward, a questionnaire was developed and shared via internet platforms to collect the data needed for this study. Findings: It can be seen that both Activity and Engagement within Social Media brand communities have a statistically significant relationship with Consumers’ attitudes. However, it could also be seen that neither Activity or Engagement have a statistically significant relationship with Repetitive Purchase. Conclusion: Two of the null hypotheses were rejected and two failed to be rejected. To conclude, the results showed that activity and engagement had an effect on attitude but it did not have an effect on repetitive purchases.

Background: Consumers have become more eco-friendly conscious than before, and therefore the demand for organic and environmentally-friendly products has increased during the past decade. Companies are committing to various green practices to improve company's image. Meanwhile, consumers usually have a positive attitude towards the companies who are practicing green concepts into their business operation. Purpose: The purpose of this study is to identify which factors are influential towards customers’ attitude towards the certified food service and the moderating role of green skepticism influences the relationship between green attributes and consumers’ attitude. In this study, it is also considered to research if LOHAS and non-LOHAS consumers’ attitudes towards certified food service differently influence their willingness to dine and willingness to pay the premium. Method: The data was collected with a structured and web-based survey. The valid study sample was 275. In order to answer the research questions and reach research purpose. The research model with 11 hypotheses was tested through hierarchy regression, linear regression, moderation regression and ANOVA analysis. The confirmatory analysis has been applied for testing construct validity. Besides, the descriptive statistics and construct variables correlation were demonstrated. Findings: In total, four hypotheses were rejected, and seven were supported. The result of data from the study showed that consumers’ attitudes towards certified food service were influenced by organic menu attribute, CSR attribute but not manifested on eco-friendly attributes. The study proved the positive relationship between consumers’ attitude and their willingness to dine and willingness to pay premium at certified food service. The study revealed that the LOHAS customer segment differs from the non-LOHAS consumer segment in the following ways: the attitude of LOHAS towards certified food service is more positive than the non-LOHAS and their willingness to dine and willingness to pay the premium is also much greater than the non-LOHAS. Whereas, there existed no significant relationship shifts between customer attitude and the green attributes regarding the certified food service when green skepticism was the moderator.   Implications: This paper assists researchers and practitioners by shedding light on the positive relationship between attitude and behavior intentions, the differences between LOHAS and non-LOHAS in regard to their more positive attitude and higher willingness to dine and willingness to pay premium in certified food service setting. Keywords: certified food service, LOHAS, consumers’ attitude, green skepticism, administrative CSR, green practices, organic menu

To use sexual messages in advertisements are becoming more common by each day, it is known as a method that can be highly effective to influence consumers’ attitudes. However, it is important to carefully consider how the appeal is used as high levels of sexual appeal can be perceived as unethical or offensive to consumers. Several factors are influential on consumers’ attitudes to sexual appeal in advertising. The focus of this study is laid upon the following five factors when it comes to sexual appeal in advertising: level of nudity, gender of the consumer, gender of the model, culture and personality of the consumer.  This thesis examines how young consumers from Canada, Hong Kong and Sweden in the age span between 18–24 years differ in their attitude toward sexual advertisement, connected to the previous mentioned factors. This was done by concluding semi-structured interviews with male and female students from each nation, where they expressed their opinions about sexual commercials. It was found that female participants had a moral dilemma when it came to high levels of sexual appeal. Some of the male respondents were found to be uncomfortable when being exposed to high levels of male nudity, which could be neutralized by including a female model. Furthermore it was found that the personality of the respondent affected how he or she reacted to the shown advertisement.  The findings of this study could be of good use to marketers and advertisers as they do not need to adapt their advertisements to each geographical market to the same extent as it possibly was believed before, as long the targeted group consists of younger consumers. / Användandet av sexuella meddelanden i reklam blir mer och mer populärt varje dag, denna marknadsföringsmetod är väldigt effektiv när det kommer till att påverka konsumenters attityder. Det är dock väldigt viktigt att ta hänsyn till hur det används då höga nivåer av sexuellt innehåll kan uppfattas som oetiskt eller kränkande bland konsumenter. Ett flertal faktorer påverkar konsumenters attityder till sexuell reklam. Denna studie fokuserar på följande fem faktorer när det kommer till sexuell reklam: nakenhetsnivå konsumentens kön, modellens kön, kultur och konsumentens personlighet. Denna uppsats utvärderar hur unga konsumenter från Kanada, Hong Kong och Sverige i åldersspannet 18–24 år varierar i sina attityder till sexuell reklam, kopplat till tidigare nämnda faktorer. Detta möjliggjordes genom semistrukturerade intervjuer med manliga och kvinnliga studenter från varje land, där de uttryckte sina åsikter om sexuella reklambilder. Studien resulterade i att de kvinnliga respondenterna hade ett moraliskt dilemma när det kom till höga nivåer av sexuell reklam. En del av de manliga respondenterna blev obekväma när de exponerades för höga nivåer av manlig nakenhet, vilket kunde neutraliseras av att inkludera en kvinnlig modell. Studien fann även att respondentens personlighet påverkade hur han eller hon reagerade mot den visade reklamen. Resultaten av denna studie kan komma till god användning för marknadsförare och annonsörer då de som tidigare trott, inte behöver anpassa sina reklamer till varje geografisk marknad, så länge som den tilltänkta kundgruppen består av unga konsumenter.