The basic purpose of this study was to discover through the use of a projective technique whether the brand purchased by a consumer affects others' perceptions of her image. Several theoretical concepts formed the basis for this study. An understanding of the theory behind symbols was needed in order to understand the way in which products and brands can become symbols for consumers. Product and self-image theories help to explain the relationship between the two images and how congruency between the two can affect consumers' perceptions. The concept of culture was introduced as an added variable in order to discern if culture has an effect upon self-image and/or the perception of product/brand images. / Master of Science

The purpose of the research was to determine the sources of customer satisfaction with apparel factory outlet stores. Six store attributes consisting of physical facilities, location, store service, merchandise, store atmosphere, and promotion were investigated. Data were collected through a mall intercept survey using a self-administered questionnaire. A total of 200 respondents participated in the study. The rate of refusal was estimated to be 42 percent. One-way analysis of variance was used to test for differences in customers' perception of stores on six attributes. Differences were found to exist among the stores on three attributes, specifically, "physical facilities," "store service," and "store atmosphere." ANOVA results for importance attached to store attributes showed no significant differences among the customers of the five stores. Correlation analyses showed high correlations between and among perception/importance combinations for each store attribute and overall satisfaction. Multiple regression gave "merchandise" and "promotion" as the best predictors of overall satisfaction. Correlations, ANOVA, and t-test were used to establish the relationship(s) between customer personal characteristics and overall satisfaction. No relationships were found between demographic characteristics or fashion interest, and overall satisfaction. However, buying behavior patterns were found to be related to overall satisfaction. Chi-square tests were used to determine significant relationship(s) between selected personal characteristic variables. Cramer's V indicated the strength of association between variables. Association was found to be moderately strong only between frequency of shopping and distance traveled. Those who more frequently shopped at the store lived nearer the area. / Ph. D.

by Lee Yee Chung, Edmund. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 14-17. / ACKNOWLEDGEMENTS --- p.ii / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.v / LIST OF APPENDICES --- p.viii / LIST OF TABLES --- p.ix / PREFACE --- p.xii / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Purpose of This Study --- p.2 / Chapter CHAPTER II --- LITERATURE REVIEW --- p.4 / Food of China --- p.4 / Kinds of Chinese Foods --- p.4 / Chinese Food Concepts --- p.5 / Characteristics of Chinese Foods --- p.7 / Food Trends in Foreign Countries --- p.9 / Consumer Behaviour of Chinese towards Canned Foods in Hong Kong --- p.10 / Canned Food Consumption in the United Kingdom --- p.11 / Responses of Canned Foods Company towards the Changing Food Trend --- p.12 / Healthy Canned Products --- p.12 / Specialty Markets --- p.12 / Other Methods --- p.13 / Bibliography --- p.14 / Books --- p.14 / Reports --- p.14 / Periodicals --- p.15 / Chapter CHAPTER III --- THE CANNED FOOD INDUSTRY --- p.17 / Types of Chinese Canned Foods --- p.17 / Chinese Canned Food Companies in Hong Kong --- p.18 / Major Brands of Chinese Canned Foods Manufactured in Mainland China --- p.19 / Chapter CHAPTER IV --- MARKET SITUATION OF CANNED FOODS IN THE UNITED KINGDOM --- p.22 / General Situation --- p.22 / Canned Meat --- p.23 / Canned Fish --- p.24 / Canned Vegetables --- p.24 / Canned Fruit --- p.24 / Canned Soup --- p.25 / Consumer Profile --- p.25 / Industry Supply --- p.30 / Foreign-Owned Manufacturers --- p.31 / UK-Owned Manufacturers --- p.33 / Other Companies --- p.35 / Distribution --- p.36 / Market Size and Trends --- p.37 / Market Situation of Chinese Canned Foods in London --- p.39 / Place --- p.39 / Product --- p.40 / Pricing --- p.40 / Promotion --- p.41 / Chapter CHAPTER V --- METHODOLOGY --- p.42 / Sources of Primary Data --- p.42 / Districts being Surveyed --- p.42 / Selected districts in London --- p.42 / Selected districts in Hong Kong --- p.42 / Sample Size --- p.43 / Quotas --- p.43 / By Race --- p.43 / By Age --- p.43 / By district --- p.43 / Design of Questionnaire --- p.44 / Criteria for Identifying Target --- p.44 / Method of Survey --- p.45 / Interviewing Procedures --- p.45 / Data Analysis --- p.46 / Chapter CHAPTER VI --- FINDINGS --- p.48 / Key Factors Influencing the Consumption of Chinese Canned Foods --- p.48 / Social Factors --- p.48 / Personal Factors --- p.49 / 4 P's --- p.50 / Chinese and Non-Chinese Female Consumers' Perception towards Chinese Canned Foods --- p.52 / Foreign Chinese and Non-Chinese Female Consumers' Reasons for Buying --- p.52 / Foreign Non-consumers' Reasons for Not Buying --- p.52 / Foreign Chinese and Non-Chinese Consumers' Buying Patterns for Chinese Canned Foods --- p.53 / Where Do the Consumers Buy --- p.53 / How Do They Buy --- p.54 / Who Buys It --- p.54 / What to Buy --- p.55 / Why to Buy --- p.55 / Who Likes It --- p.55 / Chapter CHAPTER VII --- RECOMMENDATIONS --- p.56 / Pricing --- p.56 / Raise Retail Price --- p.56 / Promotion --- p.56 / Chinese Canned Food Exhibition --- p.56 / Chinese Canned Food Cooking Demonstrations --- p.57 / Opinions from Experts --- p.57 / Girls in Traditional Dress --- p.58 / A Whole Shelf of Chinese Canned Foods --- p.58 / Product Sampling Package --- p.58 / Advertising --- p.59 / Food Trials --- p.59 / Promotion by Using Pamphlets --- p.59 / Cents-off coupons and Rebates --- p.60 / Product --- p.60 / Sell Package --- p.60 / Emphasize Medical Values --- p.61 / Put Emphasis on Canned Vegetarian Foods --- p.61 / Emphasize Famous Chinese Dishes --- p.62 / Special Kinds of Canned Fruits --- p.62 / Reduce Additives --- p.62 / Packaging --- p.62 / Distribution --- p.65 / Sell in Major Supermarkets and Groceries --- p.65 / Chinese Canned Foods Specialty Stores --- p.65 / Chapter CHAPTER VIII --- LIMITATIONS OF THE RESEARCH AND SUGGESTIONS FOR FURTHER STUDY --- p.66 / Limitations of the Research --- p.66 / Small Sample Limited to London --- p.66 / Only Urban Population --- p.66 / Recommendations based only on Marketing Research --- p.67 / No Detailed Marketing Plan --- p.67 / Chapter CHAPTER IX --- CONCLUSION --- p.68

by Iu Ho Tsz Carmen & Tam Suk Yan Tammy. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves 124-132). / abstract --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / ACKNOWLEDGEMENTS --- p.viii / CHAPTER / Chapter I. --- Introduction --- p.1 / Chapter II. --- Literature Review --- p.5 / Chapter III. --- Background --- p.11 / Chapter IV. --- Hypotheses --- p.18 / Chapter V. --- Methodology --- p.25 / Content Analysis --- p.26 / Information Content --- p.26 / Emotional Appeal --- p.26 / Sex Appeal --- p.27 / Selection of Magazines --- p.28 / Selection of Advertisements --- p.29 / Evaluation of Advertisements --- p.29 / Survey --- p.30 / Chapter VI. --- Results --- p.32 / Content Analysis --- p.32 / General Magazine Profile --- p.32 / General Presentation of Advertisements --- p.33 / Proportion of Advertising Product Category in Women's Magazines --- p.33 / Color and Size --- p.34 / lmage Model --- p.35 / Contact Methods --- p.36 / Information Content --- p.37 / Emotional Appeal --- p.42 / Use of Sex Appeal --- p.44 / Survey --- p.46 / Reading Habit --- p.46 / Advertising Effectiveness --- p.49 / Information Content --- p.49 / Emotional Appeal --- p.52 / Perception Towards Sex Appeal --- p.56 / Definition of Sex Appeal --- p.56 / Impression on Sex Appeal --- p.58 / Comparison of Feelings --- p.59 / Chapter VII. --- Discussions And Implications --- p.61 / General --- p.61 / Advertisers' Selection of Magazines --- p.61 / Necessities of Contact Modes --- p.62 / Information Content --- p.63 / Text Level vs. Information Level --- p.66 / Usefulness vs. Attractiveness of Advertisements --- p.66 / Emotional Appeal --- p.66 / Sex Appeal --- p.67 / Women's Perceptions of Sex Appealin Print Advertisements --- p.67 / Appropriateness/Acceptance Level of the Use of Sex Appeal --- p.68 / Acceptance Level of Sex Appeal vs. Age --- p.69 / Sex Appeal vs. Nudity --- p.69 / Limitations --- p.70 / APPENDIX --- p.72 / bibliography --- p.124

The purpose of this study is to establish the means to understand how female sport endorsers are chosen in advertising - whether the choice is based upon physical appeal or professional career.

The purpose of the study was to determine consumer attitudes toward privacy and the influence of demographic factors on these attitudes. The study also sought to determine the willingness of participants to disclose selected individual information items and determine the awareness and acceptance level of technological innovations such as radio frequency identifiers (RFID) as they relate to privacy. A quantitative instrument was developed and a convenience sample of university students (N=203) was tested. Results showed that educational background played a role in the way participants perceived the applications of RFID.

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Ambush marketing has recently become a large problem for event owners and official sponsors. One of the main focuses, in the field of ambush marketing, has been about consumers' attitudes towards ambush marketing. However, the research field has a gap in what affects consumers’ attitudes. The purpose of this thesis is to explain the causal effect between consumers’ culture factors and their attitudes towards ambush marketing. This thesis uses a conceptual model that is based on theories in national culture, marketing and psychology. This thesis uses a positive, deductive approach with an explanatory research design. The quantitative method is a survey that is handed out to Swedish students and exchange students from China. Analyses show that consumers' culture has a significant correlation to their attitudes towards ambush marketing. Consumers in cultures with high power distance and/or collectivism, have a significant stronger negative attitude towards ambush marketing, compared to consumers who have low power distance and/or individualism. The theoretical implications in this thesis fill the gap about what causal effect culture factors have on consumers’ attitudes towards ambush marketing. This thesis has also contributed to the more controversial belief, that the consumers’ do not have such negative attitude towards ambush marketing. The findings will be of managerial use for event owners who are taking actions against the ambush companies. Limitation of this study is that theory on the cultural factors is only based on one theoretical framework, Hofstede’s cultural dimensions.

Thesis (MBA)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: The continuous growth in the world’s population together with the increasing scarcity of water resources, especially drinkable water, has cultivated an environmentally-conscious society. As consumers are looking for eco-friendly alternatives or methods, manufacturers are including environmentally-friendly (EF) products in their product mix to address this topic. However, there seems to be a disconnect between manufacturers of EF product solutions and consumers. Consumers are either not aware of EF products or they are still hesitant in adopting environmentally-friendly products as the perception is that they are either too expensive or there is something amiss with the product’s functionality. It is up to suppliers and marketers of EF goods to do a better job of educating consumers about their products. This research study was conducted to understand the domestic consumer’s ecological behaviour and key influencing factors when purchasing water-efficient fittings. The literature review in this study gives us background on the status quo in terms of climate change, the green consumer, and water supply issues. A survey was conducted amongst domestic consumers in the plumbing retail environment to test their willingness to purchase water-efficient fittings based on their profile, habits and key influencing factors. The profile of the respondent showed a consumer who is more affluent. The water-efficient consumer’s primary concern is to save costs by reducing their water bill. Cost saving is the key influencing driver in terms of consumer’s willingness to purchase water-efficient fittings.

Purpose – The purpose of this study is to explore consumers’ attitudes towards native advertising and its perceived value. Design/methodology/approach – This research has a qualitative and exploratory nature. Forthe empirical material, primary data is collected through conducting in-depth semi-structured interviews. Findings – Consumers’ persuasion knowledge in relation to native advertising is found to be low. The advertising value of native advertising is positive since the consumers considered it to be entertaining, informative and credible. Furthermore, it was not considered as irritating which enhances the advertising value as well. Design was found to be its own category as it has an effect on all dimensions to enhance the advertising value. Since the advertising value is positive and enhanced, the attitudes of consumers towards native advertising are positive. Research implications/limitations – The main implications of this research are: native advertising can be used as a solution to consumers avoiding online advertising and in order for it to be successful, the design, content and frequency have to be taken into consideration. Since this research is qualitative, it has a subjective nature which might result in researcher induced bias. Furthermore, the age of the interviewees’ range from 21 to 38 years old which unlikely represents the whole population. Originality/value – As there is a lack of research in the field of native advertising, this research contributes to the field with knowledge about consumers’ attitudes towards it as well as how native advertising creates value. Additionally, the researchers applied the attitudes-towards-advertising model for this specific context and augmented it with a new dimension, design. This research also contributes with knowledge about each dimension in the native advertising context. Lastly, this research shows advertisers how native advertising should be used in terms of content, frequency and design.