The offer of vacation packages is a marketing tool called bundling, selling at least two separate products at one single price (Guiltinan, 1987). Sellers adopt bundling strategies in order to sell more at lower costs, to contract consumer surplus, and to create value for consumers. Consumers purchase a package based on the trade-off between the perceived benefits and costs involved in purchasing the package compared to assembling different products/service. In other words, the perceived value of the package is the reason for consumers to purchase a package or not. The study serves two purposes. One is to examine the dimensionality of perceived value as a construct, in the pre-purchase stage. The other is to investigate the relationships between bundling strategies and perceived value, and perceived value and purchase intention of a vacation package. Bundling strategies taken by sellers include how many items to put in a package and what price discount for the package compared to the sum of all separate products. The findings of the study show that perceived value in service setting is composed of perceived acquisition value and perceived functional value, instead of perceived acquisition value and perceived transaction value proposed by scholars such as Thaler (1985) and Grewal et al. (1998). This is one of the theoretical contributions by the study. Another contribution of the study is the exploratory examination of the interaction effect between pricing strategies and product strategies for a bundle. The study provides evidence that bundles without a discount are perceived as having very low value and consumers expect a discount, large or small, from buying a bundle. And the larger the number of products in a package, the larger the discount size consumers expect to get. / Ph. D.

Covid-19 förändrade evenemangsbranschen och arrangörer fick ställa om och utveckladigitala evenemang. Den stora konkurrensen mellan evenemang och faktumet att evenemangsbranschen inte är tillräckligt digitalt mogen har bidragit till att forskning kring utformningen av digitala evenemang har blivit än mer väsentlig. I en förändradevenemangsomgivning blev det därmed viktigt att studera ett digitalt evenemang utifrån ett konsumentperspektiv för att bidra till att evenemangsarrangörer mer effektivt ska kunna utforma digitala evenemang. Upplevelserummet är den fysiska miljö där samtliga evenemang äger rum. Det är utifrån upplevelserummet som olika attribut formas och mynnar ut i kvalitetsdimensioner som skiljer sig åt beroende på evenemang, och påverkar besökares upplevda emotionella och funktionella värde. Genom att fokusera på både emotionellt- och funktionellt värde kan arrangörer maximera fördelarna från evenemanget och förhöja besökares upplevelse. Syftet med den här studien är således att skapa en ökad förståelse kring vilka dimensioner som är viktiga i utformningen av ett digitalt evenemang genom att studerabesökares upplevelse utifrån emotionellt- och funktionellt värde. Ett kvantitativt tillvägagångssätt har genomförts genom insamling av data i form av en webbaserad enkät. Studien tillämpades på ett internt digitalt företagsevenemang och enkäten fick 103 svar vilket resulterade i en 100 procentig svarsfrekvens. Svaren har därefter presenterats och analyserats. Utifrån studiens resultat visade det sig att informationstjänster, programinnehåll och produkter var viktiga kvalitetsdimensioner i utformningen av det specifika evenemanget. Det här bidrog till emotionellt- och funktionellt värde och har därmed varit avgörande faktorer i en förhöjdupplevelse. Fortsättningsvis visade resultatet att det fanns ett samband mellan emotionella och funktionella påståenden vilket betyder att det multidimensionella synsättet går att tillämpa på det här specifika digitala evenemanget. Dessutom hittade studien flera samband mellan de funktionella och emotionella påståendena vilket visar på att värdet från exempelvisinformationstjänster har ett samband med programinnehåll. Det betyder att värdet kan stärkas av att både informationen inför evenemanget gjorde att jag kunde njuta av evenemanget, och att upplägget på AW:n var underhållande. / Covid-19 changed the event industry and organizers had to change and develop digital events. The great competition among events and the fact that the event industry is not sufficiently digital mature has contributed to research on the design of digital events becoming even more significant. Accordingly, it became necessary in a changed event environment to study a digital event from a consumer perspective, in order to contribute to event organizers being able to design digital events more efficiently. The experience room is the physical environment where all events take place. It is based on the experience room where different attributes form and result in quality dimensions which differ depending on the event, and affect visitors' perceived emotional and functional value. By focusing on both emotional and functional value, organizers can maximize the benefits of the event and enhance visitors' experience. The purpose of this study is thus to create an increased understanding of which dimensions are important in the design of a digital event by studying visitors' experience based on emotional- and functional value. A quantitative approach has been implemented by collecting data through a web-based survey. The study is applied to an internal digital corporate event and the survey received 103 responses that result in a 100 percent response rate. The answers have then been presented and analyzed. Based on the results of the study, it turned out that information services, program content and products were important quality dimensions in the design of the specific event. This contributed to emotional- and functional value and has thus been decisive factors in an enhanced experience. Furthermore, the results showed that there was a connection between emotional and functional statements, which means that the multidimensional approach can be applied to this specific digital event. Additionally, the study finds connections between the functional and emotional statements indicating that the value from, for example information services has a connection with program content. This signifies that the value can be strengthened by the fact that both the information introduced to the event made it possible for me to enjoy the event, and that the layout of the AW was entertaining. The following essay is written in swedish.

A wide variety of aspects of Machaka's poetry was treated. His poetry which is meaningful when viewed against his traditional culture brings inspiration and a formal mode of literary expression. Death was never accepted by the Tlokwa as an end to life. Machaka has succeeded in blending the ancestral worship with Christian faith. He has used euphemism to modify pain. He makes use of imagery to execute cruelty and bluntness of death. Machaka's protest poetry echoes the same protest of those of other protesters. These refer to the injustice the Blacks experienced from the white regime prior to independence. From his love poems, it is noticed that Machaka is a great lover. When he is in love, he becomes a slave. Machaka uses traditional and modem praise poetry techniques. This made him manage to produce poetry which made a definite impact on Northern Sotho literature and contributed to its depth / African Languages / M.A. (African languages)

A wide variety of aspects of Machaka's poetry was treated. His poetry which is meaningful when viewed against his traditional culture brings inspiration and a formal mode of literary expression. Death was never accepted by the Tlokwa as an end to life. Machaka has succeeded in blending the ancestral worship with Christian faith. He has used euphemism to modify pain. He makes use of imagery to execute cruelty and bluntness of death. Machaka's protest poetry echoes the same protest of those of other protesters. These refer to the injustice the Blacks experienced from the white regime prior to independence. From his love poems, it is noticed that Machaka is a great lover. When he is in love, he becomes a slave. Machaka uses traditional and modem praise poetry techniques. This made him manage to produce poetry which made a definite impact on Northern Sotho literature and contributed to its depth / African Languages / M.A. (African languages)

Bakgrund: Tiden är en av de äldsta mänskliga konstruktionerna och ett fenomen som människor alltid velat mäta. Detta har människan gjort genom alla tider med hjälp av allt från solur, astronomiska ur till mekaniska ur. I dagens moderna samhälle där människor har en ständig tillgång till displayer som visar hur mycket klockan är, fortsätter den Schweiziska klockindustrin att exportera för miljontals Schweiziska franc och efterfrågan tycks inte påverkas av de elektroniska prylarna och ”smartphones”. När tiden inte är det relevanta längre eller det som konsumenter strävar efter vid köp av en klocka, ställer vi oss frågan om vad det är som driver folk till att vara villiga att lägga ner så mycket pengar på en sådan produkt? Vad är det för värde som huvudsakligen uppfattas och varierar de mellan konsumenterna beroende på klockans syfte? Genom att undersöka faktorer inom de olika värdekategorierna Socialt-, Hedonistiskt- och Funktionellt värde, och med hjälp av två olika konsumenttyper, har författarna som avsikt att slutligen klargöra vilka faktorer som är mer eller mindre värdeskapande. Studien bidrar till en kartläggning och en kunskapsspridning om vilka faktorer som är mest värdeskapande, inte bara gällande klockor, men även för hela premiumindustrin. Syfte: Syftet med denna studie är att identifiera vilka faktorer som är av vikt och har betydelse för konsumenters uppfattning om värde när det gäller premiumprodukter. För att utreda detta har vi valt att fokusera på klockindustrin där vi avser undersöka och fastställa vilka faktorer som till högre eller lägre grad har betydelse för konsumentens uppfattning om vad som genererar ett värde. Genomförande: Studien har ett interpretativistiskt synsätt och är en deduktiv studie som karaktäriseras av ett kvalitativt tillvägagångssätt. Empirin har samlats in genom ett bekvämlighetsurval med inslag av målstyrt urval. Sammanlagt har 9 intervjuer med privatpersoner genomförts. Slutsats: Studien visar på att de värdeskapande faktorerna varierar beroende på konsumenttyp samt deras syfte med köpet. Orsakerna till hur konsumenter uppfattar faktorer som värdeskapande beror på vad konsumenten strävar efter, hur insatt konsumenten är i ämnet samt dess bakgrund. De värdeskapande faktorerna går även att väva samman och utgör ofta ett ökat värde tillsammans. / Background: Time is one of the oldest constructions created by humans and a phenomenon that humans always wanted to measure. This has been done by humans throughout all ages, using everything from sundials, astronomical watches to mechanical watches. In today's modern society, where people have constant access to displays showing the time, the Swiss watch industry continues to export for millions of Swiss francs and the demand does not seem to be affected. When time is neither the factor nor the reason why people are buying a watch, what is causing people to spend money on such a product? What types of values are essentially perceived and do they vary between consumers depending on their purpose of the watch? By examining factors within the different categories of value; the Social-, the Hedonistic- and Functional value, and by using two different types of consumers’, the authors have the intention to clarify which factors are of more or less value- creating. The study contributes to a mapping and dissemination of knowledge about which factors are the most value creating ones, not only regarding watches, but for the entire premium industry. Purpose: The purpose of this study is to identify which factors are important and of significance to consumers' perception of value in terms of premium products. As a case for investigating this issue, the authors have chosen the watch industry where they intend to investigate and determine which factors are of higher or lower importance to the consumer's perception of what has generated value-creation. Completion: The study has an interpretative approach and is a deductible study characterized by a qualitative approach. The empirical data has been collected through a convenience sample with elements of a target sample. A total of 9 interviews with private individuals have been conducted. Conclusion: The study shows that the value-creating factors vary depending on the consumer type and their purpose of the purchase. The reasons for how consumers perceive factors as value creating depend on what the consumer strives for, how committed the consumer is to the subject and the consumer’s background. The value-creating factors can also be put together and often constitute an increased value.

Value is fundamental in business-to-business marketing, where marketing revolves around the term value. Understanding the value of offering through customers' eyes is important for business success. Due to the subjective nature of value, it's imperative to understand the value based on the customer's individual interpretation. In this context, perceived value plays a central theme for this study, and analyzed in the terms of benefits and sacrifices. But to capture the broader picture of customers' value functional, social, and emotional perceived values were considered. The research questions were formed to investigate the kind of values that customers perceive, and another question was framed to investigate the multidimensionality of values. In order to answer the research questions, a qualitative descriptive approach was applied and through judgmental sampling, respondents were chosen. The five potential customers were interviewed through semi-structured technique. The authors applied the model “value hierarchy” to investigate the customer's perceived value which consists of three layers: attributes, consequences and objects; it shows correlation among the three layers. The laddering technique was used in connection with hierarchy, through this technique authors understood how consumers were able to perceive value in each layer. The tangibilization strategy was used to provide cues that helped build mental construct of services in customer’s minds. Customers assess the services by evaluating its value. The value from the consequences were perceived multidimensionally by customers depending on the attributes. Customers perceived functional value in aspects of saving time and ease of workload. They were able to perceive value socially, when some features helped manage stress among the employees and through provision of these services to end customers saw an increase in firm awareness in the market. Customers also felt a feeling of happiness when using certain attributes especially among the end customers thereby bringing emotional value into the picture. All the different values perceived helped reach their respective end-goals.  The model found useful to investigate the customer value sequentially, also evaluating current customer’s needs. The study revealed that the attributes aren't chosen without a purpose. Customers perceive some benefits from the attributes that help achieve their specific needs. The study was confirmation about integrating the model with different value dimensions helped determine the connection of these dimensions with customer value. The study ends with presenting managerial, theoretical and practical implications and provides ground for future research in exploring other framework of values, followed by limitations of the study.

Den ökade närvaron på digitala plattformar har gett konsumenter möjligheten till ökat inflytande och påverkan längs hela värdekedjan. Genom att konsumera, bidra och skapa innehåll på digitala plattformar är User Generated Content (UGC) ett verktyg för användare att vara delaktiga i värdeskapandeprocessen. Genom teorier som den tjänstedominanta logiken med samskapande av värde som central del, upplevt värde, konsumtion, bidragande och skapande har tre hypoteser utformats. Utformningen gjordes för att mäta och undersöka hur upplevt värde vid konsumtion av UGC i form av funktionellt, socialt och emotionellt värde, påverkar användares tendenser att ytterligare konsumera, bidra och skapa UGC. Hypoteserna undersöktes genom korrelations- och regressionsanalyser med data från en enkätundersökning bestående av 95 respondenter. Resultatet av studien tyder på positiva samband mellan upplevt värde av UGC och ytterligare konsumtion, bidragande och skapande av UGC med undantag från upplevt funktionellt värde i relation till bidragande och skapande. / The increased presence on digital platforms has given consumers the opportunity for more significant influence and impact along the entire value chain. By consuming, contributing, and creating content on digital platforms, User Generated Content (UGC) is a tool for users to be involved in the value-creation process. Through theories such as the service-dominant logic with co-creation of value as a central element, perceived value, consumption, contribution, and creation, three hypotheses have been formulated. The design was made to measure and investigate how perceived value when consuming UGC in terms of functional, social, and emotional value, influences users' tendencies to further consume, contribute and create UGC. The hypotheses were investigated through correlation and regression analyses using data from a survey of 95 respondents. The results of the study suggest positive correlations between the perceived value of UGC and further consumption, contribution, and creation of UGC with the exception of perceived functional value in relation to contribution and creation.