A global crisis struck the world in the shape of the COVID-19 pandemic at the beginning of 2020. As a result, supermarkets have experienced panic buying behaviors, empty store shelves, out of stocks, and a large increase in online sales. Supermarkets, producers, marketers, and businesses have had to adapt to consumers' changed buying behavior in food consumption. In previous research, it has been found that price and quality are two of the most influential factors in the consumer decision- process, in particular, increased price sensitivity and perceived quality of food products concerns consumers in crisis situations. The aim of this study was to research beyond panic buying behaviors, by investigating if consumer buying behavior has changed during the COVID-19 pandemic regarding price sensitivity and perceived quality within two specific food categories, meat as well as fruits and vegetables. In addition, a moderating effect of residency in either Austria or Sweden was tested. A quantitative method has been used, in which consumers in Austria and Sweden were surveyed in an online questionnaire. 169 responses from consumers were analyzed. The result suggests that the buying behavior in regard to price sensitivity and perceived quality of meat, fruits, and vegetables has changed during the COVID-19 pandemic. No moderating effect of residency was found. The findings in the study create a foundation in a unique crisis situation that has never been studied before and the exploratory nature of the study gives multiple indicators for future research.

The purpose of this study is to examine and clarify what impulse purchases look like online. The method chosen was of a quantitative nature in the form of a digital survey and was used to try to answer the research question "What are the influencing factors when impulse buying online, and what are the influencing factors when impulse buying clothes online?". The digital surveys were shared on Facebook and Instagram and the data collected consisted of 177 responses.  Hawkins Stern's Impulse Buying Theory, Impulse Buying Tendencies (IBT) and Theory of Planned Behavior (TPB) were the theories used in this study and they were chosen based on its relevance and contribution to understanding impulse buying and possible influencing factors when impulse buying. Additional support for the study’s results, analysis and conclusions consisted of scientifically reviewed articles about the research area being studied. The results of this study show no possible influencing factors when impulse buying online or when impulse buying clothes online. / Undersökningens syfte är att studera hur impulsköp ser ut online. Metoden som valdes var av kvantitativ karaktär i form av en digital enkätundersökning och användes för att försöka besvara forskningsfrågan “Vilka är påverkansfaktorerna vid impulsköp online, och vilka är påverkansfaktorerna vid impulsköp av kläder online?”. Enkäterna skickades ut via Facebook och Instagram och insamlad data bestod av 177 respondentsvar.   Hawkins Sterns Impulse Buying Theory, Impulse Buying Tendencies (IBT) och Theory of Planned Behavior (TPB) var de teorier som användes i undersökningen och valet av dessa baserades på dess relevans och bidrag till förståelse vad gäller impulsköp och möjliga  påverkansfaktorer vid impulsköp. Ytterligare stöd till undersökningens resultat, analys och slutsatser bestod av vetenskapligt granskade artiklar som behandlar forskningsområdet som studerats. Undersökningens resultat visar inga specifika möjliga påverkansfaktorer vid impulsköp online eller vid impulsköp av kläder online.

In recent years, the sales promotion techniques provided by marketing strategies has increased and has become an important factor in the fashion industry. In todays society customers have more knowledge and easier access to information online. Due to the growth of consumer awareness, businesses need to gain insight on how limited-time promotion techniques affect consumers.  Accordingly, the purpose is to gain insight and understand how millennials' impulse buying is influenced by limited-time promotion when purchasing fashion products online, and explore if hedonic and utilitarian motivation appear and lead millennials to a purchase decision. The aim is to develop a more recent and essential knowledge within this topic due to the poverty of recent studies on if limited-time promotion influences millennials impulse buying behavior.  The empirical findings that were collected using a multiple-method qualitative study of four focus-groups and six semi-structured interviews with people originated from Sweden. The findings were analyzed and discussed with the literature that have been presented to determine their similarities or differences.  The conclusion of this thesis demonstrates millennials in Sweden's awareness of businesses marketing strategies, and that they are detached to the process. Throughout the thesis, millennials' attitudes towards the businesses promotions in the market is saturated, and that they are not influenced by limited-time promotion online since the knowledge that there will soon occur a discount again. Although the increased awareness of millennials in Sweden, utilitarian and hedonic motivations tend to create impulse-buying behavior online. Furthermore, to attract millennials in Sweden some factors have been identified.

There has been a significant increase in e-commerce over the past years and to which extent consumers use it. During the past year, when the Covid-19 pandemic has ravaged among us, food consumption has also become a fact. Grocery stores have had the opportunity to develop their e-commerce and offer their customers a chance to purchase products at any time suitable. As the market is evolving, the concept of consumer behavior and impulse buying behavior has become more relevant and exciting in research. Still, little research has been done regarding how grocery stores influence consumers’ impulse buying behavior when shopping for groceries online.  The purpose of this research, from a business perspective, is to investigate how grocery companies influence consumers' impulse buying behavior online and to identify if there are any contributing factors to influencing this behavior. The aim is to develop a more profound knowledge within this topic due to the lack of previous research on impulse buying behavior when shopping for groceries online.  The conclusion of this thesis shows that impulse purchases increase the additional sales to the store and that there are clear strategies for how the grocery stores do to influence the impulse buying behavior in the physical store. However, the study showed that grocery stores do not actively work to influence consumers' impulse buying behavior when shopping for groceries online as they do not have the power to implement them. This is because the head offices control their e-commerce.

Social media is a phenomenon that is successively developing, and the usage is rising each day, which in turn has an impact on consumer behaviour. Hence, the new attributes that social media provides, both for businesses and individuals, are affecting the way people are acting when making a purchase. Due to these circumstances the purpose of this thesis was to investigate and understand how social media are affecting consumers impulse buying behaviour when purchasing fashion products, and to establish if there were any gender differences.  From previous research about impulse buying and the online environment, seven hypotheses were created. The empirical findings were conducted using a quantitative method through an online survey with standardized and mainly closed-ended questions. The data were collected from 375 respondents, whereby there were at least 100 of each gender. Following, all the hypotheses were tested through the statical software SPSS.  In the conclusion of the thesis, it is established that two triggers, market stimuli and individual traits, had a moderate effect on consumers impulse buying tendency while the other categories did not at all. However, it was confirmed that all triggers had a correlation to impulse buying on social media. Additionally, it was determined that there were a gender differences in all the tested hypotheses, proving that there is a difference between men and women regarding impulse buying on social media. Although, the research is providing space and opportunity to include other aspects and develop the research field further in future research.

The purpose of this paper is to analyze how consumer behavior related to food changed during the pandemic in Sweden. At the beginning of 2020 a global pandemic named Covid-19 hit all the countries, Sweden being one of them.  The pandemic has forced everyone to change their usual lifestyle in order to be safe from the virus. The consumers' food choices have been changed during the pandemic, this topic would be interesting to be researched by the authors. Since the pandemic has urged worldwide, most of the countries have been affected because of it. The researchers have conducted a  questionnaire in order to be able to analyze the situation in Sweden from the consumers point of view. The findings indicate changes in consumer behavior and buying behavior that are tied with the pandemic times in the context of health. Some changes have been observed in product buying for food consumption as many people bought healthier products.

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Christmas is a delightful time of the year for many, evoking a range of emotions as people are influenced by various sensory experiences. In recent years, there has been a significant increase in digitalisation, leading to more online shopping. Therefore, the aim of this research is to investigate how the digitalisation of sensory Christmas marketing influences the impulse buying behaviour of Millennials. Additionally, this study aims to examine how Millennials' purchasing behaviour is impacted by these evolving aspects of sensory marketing. This research will aid companies seeking to market Christmas products online using sensory strategies. Furthermore, a qualitative method was utilised to obtain responses for the primary data collection. By employing semi-structured interviews, responses from 15 different participants from the Millennial generation, born between 1981-1996, could be gathered. These participants are also heavy social media users and have a high enthusiasm for Christmas. Once the primary data was collected, the data was analysed alongside existing literature. In conclusion, the findings of this study indicates that Christmas is difficult to experience in the same way in the online space as a physical space. The study has identified that Millennials can experience sensory cues online using their memories and their imagination, and then this might lead to a Christmas feeling. Different factors contribute to whether Millennials are impacted by digital Christmas, and whether this leads to impulse buying behaviour, such as family situation, online or physical preference, limited edition, attention, and emotional responses. The research has yielded various opportunities and challenges in this area, as well as what can be utilised for further research.

Utvecklingen av marknadsföringsstrategier inom mode över tid visar att dagens konsumenter önskar ett ökat engagemang från varumärken, samt en mer fördjupad anknytning. För att möta konsumenters efterfrågan om engagemang och fördjupad varumärkesanknytning så använder varumärken olika marknadsföringsstrategier. Studiens syfte är att undersöka hur emotionell anknytning till klädvarumärken påverkar unga kvinnliga konsumenters köpbeteende. I studien har Maslows behovstrappa, Kellers brand equity modell, samt en modell för konsumenters köpbeslutsprocesser använts för att analysera resultatet. En tematisk analys har genomförts för att analysera och identifiera teman i de semistrukturerade intervjuerna som utförts med konsumenter. Resultaten från studien betonar den djupgående effekt som emotionell anknytning har på köpprocessen inom klädindustrin och utmanar till reflektion kring hur ekonomiska faktorer kan påverka processen. Dessutom kan det observeras att informanterna genom köp från varumärket strävar efter att identifiera sig med den identitet och livsstil som varumärket de känner emotionell anknytning till signalerar. Denna studie bidrar även till forskningen inom emotionell varumärkesanknynting och beteende kring konsumenters köpprocess genom ytterligare förståelse inom ämnet. / The evolution of marketing strategies in fashion demonstrates that the consumers of today have an increased desire for engagement from brands and that they seek a deeper emotional attachment to brands. In order to meet the consumer demand for engagement and deeper brand connectedness, brands have to adjust their marketing strategies. The aim of this study is to investigate how emotional attachment to brands influences the purchasing behaviour of young female consumers. Maslow’s hierarchy of needs, Keller’s Equity Model and a model of consumer decision-making processes have been used to analyse the results. A thematic analysis was conducted to examine and identify different themes from the semi-structured interviews that were conducted with consumers. The findings of the study highlight the significant effect that emotional brand attachment has on the purchasing process of fashion related products and encourage consideration of how economic factors could influence the process. Additionally, it is observed that through purchasing from the brand the consumers feel emotional attachment to, consumers strive to identify with the identity and lifestyle that the brand they feel emotionally attached to signifies. This study contributes to research within the field of emotional brand attachment and consumer behaviour related to the purchasing process through further knowledge within the subject.

Idag lever vi i ett samhälle som digitaliseras allt mer och mer. Från att handeln för 20 år sedan enbart utfördes i fysiska butiker till att konsumenter idag hemma från tv-sofforna enkelt kan beställa hem produkter via e-handel. Digitaliseringen har främjat handel på internet och gjort att e-handeln har etablerats på modemarknaden. Även sättet som konsumenter handlar, alltså köpprocessen, har påverkats av samhällets digitalisering. Enligt Workman och Studak (2006) består köpprocessen av följande fem steg: behovsidentifikation, informationssökning, alternativutvärdering, köp och utvärdering av köp. En annan aspekt som uppsatsen undersöker är livsstil och då relaterat till familje- och arbetssituation för Generation X och Y. Generation X och Y är ett utgångsläge i uppsatsen. Generation X är födda under mitten av 1960-talet till början av 1980-talet och kännetecknas av att vara karriärsinriktade med begränsad fritid. Internetanvändningen för generationen sker främst i samband med informationssökning och som verktyg, exempelvis e-mail. Generation Y är födda i början av 1980-talet till 1990-talets mitt. Generationen karaktäriseras av att vara flitiga internetanvändare som är relativt högutbildade, då majoriteten har eftergymnasial utbildning. Uppsatsens syfte är att undersöka om köpprocessen skiljer sig mellan Generation X och Y utifrån livsstil, samt om det påverkar konsumenters val av köp i fysisk butik eller via e- handel. Resultatet av undersökningen visar att köpprocessen ser likvärdig ut för de båda generationerna. Däremot skiljer sig generationerna åt när det kommer till hur faktorerna i köpprocessens tredje steg, alternativutvärdering, prioriteras. Å andra sidan är båda generationerna eniga om att pris är den högst prioriterade faktorn. När det kommer till val mellan köp i fysiska butiker och via e-handel visar resultatet att valet inte enbart har med generation och livsstil att göra. Däremot kan slutsats dras att vanor, värderingar och individuella preferenser har större påverkan på vart köp utförs, i fysisk butik eller via e- handel, än vad livsstil samt konsumenters generation har. / Today we are living in a society that is becoming more and more digitalized. Only 20 years ago all kind of fashion trading took place in physical stores. Today, 20 years later, consumers can easily through the Internet purchase products from their couches in front of the TV. The digitalization has encouraged commerce on the Internet, which has established e-commerce on the fashion market. The way consumers shop, in other words the buying process, has been affected by the digitalization in society. According to Workman and Studak (2006) the buying process consists of the five steps: need identification, information search, alternative evaluation, purchase and evaluation of purchase. Another aspect that this essay examines is the lifestyle of Generation X and Y related to family- and work situation. This essay is based on Generation X and Y. Generation X was born in the middle of the 1960 to the beginning of the 1980. The generation is characterized for being very focused on their career, which limit their leisure time. The Internet usage of the generation is mainly in relation to information search and as a tool, for example e-mail. Generation Y was born in the beginning of the 1980 to the middle of the 1990. The generation is known for using Internet frequently and is highly educated, since the majority of the generation has a post-secondary education. The purpose of this essay is to examine if the buying process differentiates between Generation X and Y based on lifestyle, and if this influences the choice consumers make between purchase in physical store or through e-commerce. The result of the study demonstrates that the buying processes of both generations are equal. However, the generations differentiate in the third step of the buying process, alternative evaluation, when it comes to priority of different variables. On the other hand, the generations were united about that price is the highest prioritized variable. When it comes to the choice between purchases in physical stores or through e-commerce the result presents that the choice does not only depend on what generation or lifestyle consumers has. Nevertheless, a conclusion can be that habit, values and individual preferences have bigger impact on where the purchases are executed, in physical stores and through e-commerce, than what lifestyle and generation have.