Sustainability has been on everyone's lips in the last decade. However, the fashion industry has been proved to be the second-largest contributor to environmental destruction being just behind the oil industry. As the fashion industry keeps growing, measures need to be taken to make it more sustainable. When shopping for fashion products the channel with the least environmental cost is using physical stores. However, physical stores are becoming less and less attractive and are losing their customers to e-commerce instead, a phenomenon that has been called the retail apocalypse. When comparing physical stores to e-commerce one clear advantage that the physical stores have is that they can take advantage of sensory cues to enhance the customer's shopping experience. This thesis wants to test if sensory touchpoints in a fashion retailing environment will affect customer decision-making. Ultimately contributing to the thin available research in the field on how to make physical retailing more attractive and counteract the ongoing retail apocalypse.  The empirical findings were obtained using a quantitative survey consisting of 32 questions sent out via social media to Swedish fashion customers and were analyzed through the theoretical concepts of evaluation of alternatives and purchase decision which are two of the steps in the customer decision-making process model. Concluding this thesis showed that all research questions surrounding sensorial touch points' impact on customers came back with positive outcomes.

The following research study attempts to identify the determinant factors, affecting the customer choice among alternative suppliers of mortgage products. The other objective of the study is to evaluate the role of bank brand in the customer choice of mortgage provider. The Analytic Hierarchy Process is employed as the research methodology. Research results suggest that cost-related factors (interest rate, borrowing limit and application costs), and one service-related factor (speed of decision) are determinant for the choice among alternative mortgage providers. However, brand-related factors, such as bank reputation and recommendations, are not found to have a significant effect on the customer choice. The method of brand value calculation, developed in the study requires further research to explain the role of brand in customer decision-making.

The following research study attempts to identify the determinant factors, affecting the customer choice among alternative suppliers of mortgage products. The other objective of the study is to evaluate the role of bank brand in the customer choice of mortgage provider. The Analytic Hierarchy Process is employed as the research methodology. Research results suggest that cost-related factors (interest rate, borrowing limit and application costs), and one service-related factor (speed of decision) are determinant for the choice among alternative mortgage providers. However, brand-related factors, such as bank reputation and recommendations, are not found to have a significant effect on the customer choice. The method of brand value calculation, developed in the study requires further research to explain the role of brand in customer decision-making.