This thesis focuses on pre-conditions for organisations to implement knowledge management systems (KMS). Prior research suggests knowledge management (KM) is a capability and, as such, organisations need to know if they are ready to embark on KM initiatives that develop this capability. The findings of my research contend that measuring readiness is a prerequisite for implementing KMS holistically. I argue that effective KMS integrates the creation, mobilisation and diffusion stages of the knowledge life-cycle. Therefore, a system for gauging organisational readiness for KMS necessitates understanding the organisation’s inclination to create, mobilise and diffuse knowledge. Drawing from Socio-Technical Systems (STS) Theory, this study uses three dimensions, Infrastructure, Knowledge Structure and Knowledge Culture, to gauge each stage of the knowledge life-cycle. This study develops an instrument – the Knowledge Implementation Assessment Tool (KIAT) – to assess an organisation’s readiness for KMS. An organisation’s readiness can be said to increase as the measure on each dimension increases. In addition, this study found that structurally diverse Communities For Performance are needed to leverage Communities Of Practice in delivering direct business results, and that the implementation of KMS must be governed within and by cross-functional business processes. The knowledge-based theory of the firm and the knowledge life-cycle theory provide a conceptual understanding that managing the creation, mobilisation and diffusion of knowledge can yield competitive advantage. Based on these theories, an in-depth case study was conducted in Schlumberger’s technical service delivery process. The study analysed the implementation and the use of InTouch, Schlumberger’s KMS. The case study was conducted using an Abductive research strategy. The Means-End Chain approach and its laddering technique were used to collect and analyse data to establish 35 attributes vital for the implementation of an effective KMS – one that brings beneficial results. These attributes form the basis for creating the readiness assessment instrument – KIAT. A KMS implementation affects the social and technical aspects of an organisation. This study categorised the attributes along the three STS dimensions. The basis of the categorisation was the fit between each attribute and an STS dimension. The result is an assessment instrument to measure organisational readiness. The instrument, KIAT, consists of 50 factors to measure organisational readiness along the three STS dimensions for the creation, mobilisation and diffusion of knowledge. KIAT is operationalised in three organisational cases in different industries and processes. This allowed the instrument to be refined and led to the development of procedures to apply KIAT. The cases suggest that KIAT provides useful insights to discover or confirm KMS readiness where a cross-functional business process is the unit of analysis. The research contributes to research methodology in the KM field, as it is the first to use the Means-End Chain approach into knowledge management research by representing a hierarchy of organisational goals in a knowledge management initiative. For practitioners, my research makes two contributions. One, the KIAT readiness assessment instrument to diagnose their organisational readiness and take informed decisions. Two, the understanding of Communities For Performance. This study points the way for further research. This includes directions to explore the relationship between the levels of readiness and the effectiveness of KMS implementation, the relationship between organisations’ experience and their readiness, and the relationship between the dynamics of the KIAT Factors and organisational learning.

No Brasil, o amplo incentivo e a disponibilidade de financiamento à produção habitacional de baixa renda, nos últimos anos têm estimulado a padronização do produto e aplicação de conceitos de produção em massa neste setor. No entanto, a entrega de produtos altamente padronizados a clientes com diferentes necessidades, desconsiderando seus modos de vida e percepções de valor, frequentemente resulta em produtos inadequados, os quais necessitam ser modificados logo após a entrega. A customização em massa tem se destacado como uma estratégia para aprimorar a geração de valor e aumentar o grau de satisfação de clientes na indústria da manufatura. No contexto da habitação de baixa renda, a definição de um conjunto de opções relevantes do ponto de vista dos clientes, baseado na sua percepção de valor, é um dos principais desafios para a implementação desta estratégica. O objetivo da presente pesquisa consiste em propor um método para identificar atributos customizáveis da empreendimentos habitacionais customizados, baseado em um modelo conceitual denominado cadeia meios-fim. Este modelo foi adaptado ao contexto de habitação de baixa renda, de forma a ser utilizado para relacionar os atributos do produto com os valores dos clientes, por meio da aplicação da técnica laddering. Além disso, a pesquisa tem como objetivo específico desenvolver dispositivos visuais que apoiem a tomada de decisão sobre a oferta de espaços de solução para unidades habitacionais customizadas. Com o objetivo de testar a aplicabilidade da solução desenvolvida, foram realizados dois estudos empíricos. O primeiro estudo foi desenvolvido para o segmento de mercado específico de uma empresa construtora de habitações, enquanto no segundo estudo fez-se a comparação de quatro segmentos de mercado delineados no Programa Minha Casa Minha Vida. A principal contribuição do método proposto é indicar as unidades de customização que são mais relevantes para os clientes finais e modelar a geração de valor na perspectiva dos usuários finais, de forma a entender as prioridades estabelecidas pelos mesmos. Além disso, os resultados permitem entender diferenças sobre a geração de valor para diferentes perfis de clientes e identificar oportunidades de melhoria em produtos habitacionais existentes. / In Brazil, high incentives and availability of funding for low-cost housing projects, in recent years, have encouraged product standardization and the application of mass production ideas in that sector. However, the delivery of highly standardized housing units to customers with different requirements, without considering their lifestyles and perceptions of value, often results in inadequate products, which need to be modified soon after delivery. Mass customization has been pointed out as an effective strategy to improve value generation and increase the degree of client satisfaction in the manufacturing industry. In the context of low-cost housing, the definition of a set of relevant options from the point of view of clients, based on their perceptions of value, is a major challenge for the implementation of this strategy. The aim of this research work is to propose a method for identifying value-adding attributes in customized housing projects, based on a conceptual model named means-end chain. That model was adapted to the low-cost housing context in order to connect product attributes to clients’ values, by applying the laddering technique. Besides, this investigation has the secondary aim of devising visual devices that can support decision-making related to the solution space of customised housing units. Two empirical studies were carried out in order to assess the applicability of the proposed solution. The first study was developed considering the specific market segment of a house-building company, while in the second study a comparison was made between four segments of the My House My Life Program. The main contribution of the proposed method is to identify which customization units are the most relevant ones for the final clients, as well as to model value generation from the point of view of clients, with the aim of understanding the priorities established by them. Moreover, the results explain differences in value generation for distinct client profiles, and identify improvement opportunities for existing housing products.

No Brasil, o amplo incentivo e a disponibilidade de financiamento à produção habitacional de baixa renda, nos últimos anos têm estimulado a padronização do produto e aplicação de conceitos de produção em massa neste setor. No entanto, a entrega de produtos altamente padronizados a clientes com diferentes necessidades, desconsiderando seus modos de vida e percepções de valor, frequentemente resulta em produtos inadequados, os quais necessitam ser modificados logo após a entrega. A customização em massa tem se destacado como uma estratégia para aprimorar a geração de valor e aumentar o grau de satisfação de clientes na indústria da manufatura. No contexto da habitação de baixa renda, a definição de um conjunto de opções relevantes do ponto de vista dos clientes, baseado na sua percepção de valor, é um dos principais desafios para a implementação desta estratégica. O objetivo da presente pesquisa consiste em propor um método para identificar atributos customizáveis da empreendimentos habitacionais customizados, baseado em um modelo conceitual denominado cadeia meios-fim. Este modelo foi adaptado ao contexto de habitação de baixa renda, de forma a ser utilizado para relacionar os atributos do produto com os valores dos clientes, por meio da aplicação da técnica laddering. Além disso, a pesquisa tem como objetivo específico desenvolver dispositivos visuais que apoiem a tomada de decisão sobre a oferta de espaços de solução para unidades habitacionais customizadas. Com o objetivo de testar a aplicabilidade da solução desenvolvida, foram realizados dois estudos empíricos. O primeiro estudo foi desenvolvido para o segmento de mercado específico de uma empresa construtora de habitações, enquanto no segundo estudo fez-se a comparação de quatro segmentos de mercado delineados no Programa Minha Casa Minha Vida. A principal contribuição do método proposto é indicar as unidades de customização que são mais relevantes para os clientes finais e modelar a geração de valor na perspectiva dos usuários finais, de forma a entender as prioridades estabelecidas pelos mesmos. Além disso, os resultados permitem entender diferenças sobre a geração de valor para diferentes perfis de clientes e identificar oportunidades de melhoria em produtos habitacionais existentes. / In Brazil, high incentives and availability of funding for low-cost housing projects, in recent years, have encouraged product standardization and the application of mass production ideas in that sector. However, the delivery of highly standardized housing units to customers with different requirements, without considering their lifestyles and perceptions of value, often results in inadequate products, which need to be modified soon after delivery. Mass customization has been pointed out as an effective strategy to improve value generation and increase the degree of client satisfaction in the manufacturing industry. In the context of low-cost housing, the definition of a set of relevant options from the point of view of clients, based on their perceptions of value, is a major challenge for the implementation of this strategy. The aim of this research work is to propose a method for identifying value-adding attributes in customized housing projects, based on a conceptual model named means-end chain. That model was adapted to the low-cost housing context in order to connect product attributes to clients’ values, by applying the laddering technique. Besides, this investigation has the secondary aim of devising visual devices that can support decision-making related to the solution space of customised housing units. Two empirical studies were carried out in order to assess the applicability of the proposed solution. The first study was developed considering the specific market segment of a house-building company, while in the second study a comparison was made between four segments of the My House My Life Program. The main contribution of the proposed method is to identify which customization units are the most relevant ones for the final clients, as well as to model value generation from the point of view of clients, with the aim of understanding the priorities established by them. Moreover, the results explain differences in value generation for distinct client profiles, and identify improvement opportunities for existing housing products.

No Brasil, a cafeicultura é uma cadeia produtiva de grande importância econômica, cultural, histórica e social do País. Dentro dessa cadeia, o produtor rural de café está mudando seu comportamento devido às preocupações com inovação, qualidade do produto, tecnologia e fatores financeiros, buscando um negócio sustentável no longo prazo. Esse produtor vem procurando alternativas na produção de café, sendo que uma opção encontrada é a certificação da produção, já que essa pode trazer uma diferenciação ao produto e, consequentemente, vantagens competitivas ao negócio. Essa certificação possui exigências, e muitas delas estão relacionadas às características dos produtos utilizados, portanto, o produtor rural como grande comprador de diversos produtos da indústria agropecuária, precisa estar atento a essas especificações no momento de compra desses insumos. Estudos como de Lagerkvist et al. (2012) e Okello et. al (2014) mostram que a decisão de compra dos agricultores é um processo de resolução de problemas em que os critérios emocionais, sociais e funcionais são influenciadores. Dentre esse fatores se destacam os valores pessoais que estão associados às escolhas e podem explicar determinadas ações, auxiliando na compreensão da escolha dos produtores na compra de defensivos agrícolas para sua produção. Portanto, o objetivo desse estudo foi identificar e analisar os valores pessoais que motivam a tomada de decisão dos produtores rurais de café na compra de insumos, da categoria de defensivos agrícolas. Para atingir esse objetivo, foi utilizada a técnica laddering, baseada nos conceitos do Modelo de Cadeia Meios-Fim, que permite a identificação e quantificação da relação atributo, consequência (beneficio) e valor. Foram realizadas 40 entrevistas em profundidade por meio da técnica laddering, sendo 20 com produtores de café com certificação e 20 sem certificação da produção, na região Nordeste de São Paulo e Sul de Minas Gerais, regiões grandes produtoras de café. Algumas etapas das análises propostas pela técnica foram desenvolvidas por meio do software LadderUX. Os valores pessoais identificado nos dois grupos foram, i) vida confortável: prosperidade do negócio, obter recursos financeiros para si e para a família; ii) senso de realização: continuidade do negócio, contribuição duradoura, satisfação no que faz; e iii) harmonia interna: liberdade de conflitos internos, fazer o que é certo. Esses valores mostram a satisfação dos produtores ruais de café com a atividade, e preocupação com a continuidade e sustentabilidade do negócio. O atributo do produto destacado pelos produtores com certificação da produção foi a toxicidade e pelos produtores sem certificação o preço. Os produtores com certificação da produção mostraram-se racionais e emocionais nas suas escolhas e os produtores sem certificação da produção mais racionais. A análise dos valores pessoais dos produtores rurais de café ajudou a compreender os motivadores na tomada de decisão de compra, para melhor compreensão e promoção de ações específicas para esse público. / In Brazil, coffee production is an important chain at economics, cultural, historical and social aspects. Coffee farmers is changing their behavior because of concerns with innovation, product quality, technology and financial factors, seeking a sustainable business in a long term. Besides that, they have been searching for alternatives to survive in the market, thus a relevant option is the production certification, which brings: product differentiation and competitive advantages. This certificate has obligations, many of them are related of characteristics of the products are used, and the farmer as big consumer of products of agricultural industry, must be aware of these specifications at the time of purchase these inputs. Researches as Lagerkvist et al. (2012) e Okello et. al (2014) show that the purchasing farmers decisions is a problem-solving process that suffer influence of emotional, social and functional factors. An important factor is the personal value, which can be associated with choices and can explain actions, assisting in understanding the choice of farmers to purchase agricultural inputs for their production. The aim of this study was to understanding the personal values that motivate the decision-making of coffee farmers to purchase inputs. In order to achieve this goal, it was used laddering technique based on the concepts of Means-end Chain Model, which identifies and quantifies the relations of attribute, consequence (benefit) and value. Moreover, 40 in-depth interviews were conducted using laddering technique, 20 certified and 20 non-certified farms, in the northeast region of São Paulo and southern Minas Gerais, large coffee producing regions. Some steps of the analysis were developed through LadderUX software. The personal values identified were, i) comfortable life: prosperity of the business, obtain financial resources for themselves and family; ii) sense of accomplishment: business continuity, lasting contribution, satisfaction; and iii) internal harmony: freedom of internal conflicts, do what is right. These values show satisfaction with the activity and the concern for the continuity and sustainability of the business in both groups analyzed. The attribute highlighted by certified farmers was the toxicity and non-certified farmers the price. Certified farmers proved rational and emotional in their choices and non-certified farmers more rational. Analysis of coffee farmers\" personal values helped to understand purchasing motivators and promote specific issues to this public.

La théorie des chaînes moyens-fins, fusionnant les valeurs du consommateur et l’évaluation des caractéristiques du produit dans une étude du comportement du consommateur, a été développée à travers les validations empiriques principalement issues des cultures occidentales. Cette recherche s’intéresse ainsi à la généralisation interculturelle de ce modèle cognitif en examinant la relation des processus culturels qui distinguent les Occidentaux des Orientaux à la formation d’enchaînement des concepts (attributs - bénéfices recherchés - valeurs). Les travaux récents ont mis en évidence que les différences individuelles en termes de construit de soi joue un rôle sur les variations interculturelles dans les cognitions et les comportements des individus qui peuvent passer à divers cadres de référence culturels en réponse à des indicateurs sociaux correspondants. A ce titre, la recherche s’inscrit dans une approche constructiviste et dynamique de la culture en positionnant le construit de soi en tant qu’indice prédictif de la variation du style cognitif, qui sous-tend par hypothèse les différentes structures cognitives des consommateurs. Le mécanisme d’influence de la culture sur les chaînes moyens-fins a été approfondi de manière expérimentale par l’utilisation croisée des méthodes d’amorçage culturel et de l’Association-Pattern Technique (213 étudiants français et 217 étudiants coréens) à la suite d’une étude exploratoire fondée sur le Laddering (52 étudiants français et 52 étudiants coréens). Les résultats montrent que le construit de soi n’est pas seulement un facteur qui influe sur les variations culturelles des chaînes moyens-fins mais que c’est aussi un facteur indirect via le style de raisonnement. En outre, il est démontré que les effets en accord avec l’amorce de soi peuvent réduire les différences interculturelles entre les consommateurs occidentaux et orientaux. / Means-end chain theory, including both consumer values and evaluation of product’s attributes in the study of consumer behavior, has been developed through empirical validation primarily from Western cultures. This research thus focuses on the cross-cultural generalizability of such theoretical framework by examining the relation of cultural processes differentiating Westerners from Easterners with the hierarchical linkages between attributes, consequences and values. Previous researchers have demonstrated that individual differences in self-construal exert an important influence on cross-cultural variations in cognition and even behavior and also that individuals can switch between various cultural frames of reference in response to corresponding social cues. On the basis of a dynamic constructivist approach to culture and cognition, we suggest that self-construal is a predictive driver of cultural differences in thinking styles, thereby influencing consumers’ cognitive structures. To investigate the mechanism responsible for cultural variations of means-end content and structure, the salient self-construal was experimentally manipulated through the use of cultural priming methodologies, and then all possible combinations of attributes, consequences and values were measured by means of the Association-Pattern Technique matrices (213 French students and 217 Korean students) which had been previously defined through 52 in-depth laddering interviews conducted in each country. Our findings provide support for self-construal associated with different thinking style as a determinant of cultural differences in consumers’ means-end value hierarchy structure. There is also evidence that consumers’ cultural orientation can be made more accessible by situational prime, particularly that these effects of self-construal priming are able to reduce or eliminate cultural differences between western and eastern consumers.

During the past years, the usage of wood as construction material in multistory applications has increased. In Germany and Sweden, various activities have been, and are about to be performed, to accentuate and improve the position of wooden multistory houses. In line with that, this thesis tries to contribute to the understanding of how consumers perceive durable products; in the contextual frame of how German and Swedish consumers perceive wooden multistory houses. It was hypothesized that consumers’ perceptions on durable products differ, depending on their age, income, national and within-country habitation. Based on the Means-End Chain Theory, the Association Pattern Technique has been further developed to collect and analyze data for two samples. In Germany and Sweden, 31 respectively 34 laddering interviews have been carried out which formed the base for a survey-study in each country. Here, 229 surveys were received from German, and 503 from Swedish respondents. The results show that age, income, national and within-country habitation have significant impact on consumers’ perceptions of wooden multistory houses. Moreover, the extension of the Association Pattern Technique was validated. It allowed for additional data to be gathered, which can be regarded as rather important, since it appeared in the most dominant Means-End Chains of the respondents in both Germany and Sweden. This helps to understand consumers’ underlying reasons why one product is favoured over another.

The aim of this thesis is to explore consumer perceptions regarding the emerging trend among traditional clothing stores in Gothenburg, Sweden, where a section of their retail space is dedicated to reselling pre-loved clothing. Additionally, it seeks to investigate the factors influencing consumers' preference for these sections over conventional thrift stores. Employing a qualitative approach, the study conducts 10 shop-along sessions comprising semi-structured interviews and unstructured observations in four traditional clothing stores, each featuring an integrated pre-loved section. The theoretical framework encompasses consumer value theory, supplemented by the Means-End Chain Theory, which is utilized to analyze the findings. Results reveal a positive response from participants toward pre-loved initiatives, indicating an overall favorable perception. Findings show that consumers perceive pre-loved initiatives as multiple valuable, including economic savings, functional quality, social value, and an enjoyable, empowering, and satisfying experience. Furthermore, various factors such as curated pieces, well-organized sections, unique garments, and diverse assortments influence consumers, leading to different consequences and values such as feeling efficient, self-fulfillment/self-expression, and enjoyment, thus favoring pre-loved initiatives over conventional thrift stores. In conclusion, the study sheds light on the growing preference for pre-loved initiatives among consumers in traditional clothing stores.

隨者社會網絡網站在全球流行的同時，其相關的學術研究也如雨後春筍般地冒出頭來，主要可分為隱私權議題、線上與下線的聯繫、友情聯繫與印象管理、網絡與網絡結構這四大塊領域。目前的文獻缺乏以質性研究深入了解網友偏好哪些社會網絡網站的功能、這些功能帶給網友哪些利益，以及是哪一些價值觀驅使網友追求這些利益。因此本研究以「方法目的鏈理論」為基礎，透過「階梯訪談法」，深入訪談社會網絡網站的使用者，了解其對於社會網絡網站認知的「價值階層圖」（HVM），並將使用者分為大學生和上班族兩群，分析其價值階層圖之異同，並提供社會網絡網站業者對於網站功能改善的建議。 本研究之訪談結果，經內容分析法分析後，繪製成價值階層圖，大學生HVM的要素的連結路徑包括「小遊戲-調整心情」、「微網誌-調整心情」、「微網誌-獲得關懷」、「微網誌-關懷他人」、「完整的網誌-關懷他人」、「完整的網誌-保存回憶」、「影音存取-保存回憶」、「調整心情-樂趣與享受」、「獲得關懷-歸屬感」、「關懷他人-與他人的溫暖關係」、「影音存取-與他人的溫暖關係」；上班族HVM的要素的連結路徑包括「完整的網誌-保存回憶」、「完整的網誌-關懷他人」、「完整的網誌-獲得關懷」、「微網誌-關懷他人」、「微網誌-獲得關懷」、「微網誌-廣告宣傳」、「影音存取-關懷他人」、「影音存取-獲得關懷」、「影音存取-增加話題」、「相片標籤-禮貌」、「關懷他人-與他人的溫暖關係」、「獲得關懷-歸屬感」、「完整的網誌-樂趣與享受」。 本研究為社會網絡網站業者提出的功能改善的建議為：一、提供使用者偏好的網站屬性，二、提高使用者互動的質量，三、提供更簡易操作的隱私分級制度，四、提高娛樂價值，五、不同的社會網絡網站業者應發展自己的特色。 / As the social network sites（SNSs） have became widespread, the relevant research has also increased. These resaerches have focused on privacy issues, online/offline connections, impression management and friendship performance, and networks and network structure. To date, there lacks research that using qualitative methods to analyze which SNSs attributes users prefer, which benefits the attributes bring, and which values motivate users to gain the benefits. This thesis adopts the “Means-End Chain Model（MEC）” as the research methodology, and the researcher interviews survey candidates by laddering method. The goal of the interview is to obtain the hierarchical value maps（HVM） perceived by the survey respondents. The survey respondents are divided into two groups: college students and full-time workers, and their HVMs are compared. In the end, there are suggestions for improving the functions of SNSs. The interview data are analyzed by content analysis method, and then drawn as HVM. The connections between elements in HVM of college students include “Flash game connects to Mood-adjusting”, “Micro blog connects to Mood-adjusting”, “Micro blog connects to Concern-gaining”, “Micro blog connects to Concern-offering”, “Blog connects to Concern-offering”, “Blog connects to Memory-remaining”, “Visual and auditive elements access connects to Memory-remaining”, “Mood-adjusting connects to Fun and enjoyment”, “Concern-gaining connects to Sense of belonging”, “Concerning-offering connects to Warm relationships with others”, and “Visual and auditive elements access connects to Warm relationships with others”. The connections between elements in HVM of full-time workers include “Blog connects to Memory-remaining”, “Blog connects to Concern-offering”, “Blog connects to Concern-gaining”, “Micro blog connects to Concern-offering”, “Micro blog connects to Concern-gaining”, “Micro blog connects to Advertisement”, “Visual and auditive elements access connects to Concern-offering”, “Visual and auditive elements access connects to Concern-gaining”, “Visual and auditive elements access connects to Increasing the topic of conversation”, “Photo tag connects to Manners”, “Concern-offering connects to Warm relationships with others”, “Concern-gaining connects to Sense of belonging”, and “Blog connects to Fun and enjoyment”. The suggestions for improving the functions of SNSs are: 1. Provide the website attributes users prefer; 2. Improve the quality of interaction among users; 3. Provide the simple privacy classification interface; 4. Increase the entertainment value; 5. Different SNSs should develop different characteristics.

The dental services industry has suffered in recent years, a decline in profitability due to increased competitiveness in a faster rate than demand growth. In this scenario, we highlight the importance of knowing the consumer behavior of this sector, with the goal of improving the marketing activities and, consequently, to adapt the different aspects of the service to guide professionals and entrepreneurs. Thus, this study sought to identify what are the values to the client in the consumption of dental services in clinics and this city. For this, we performed a literature review of services marketing, the concept of personal values and the theory of means-end chain. Data were collected and analyzed using the laddering technique, also known as scaling, which is a technique developed to understand and grasp how consumers translate the attributes of products, through its effects on associative meanings about yourself that according to the theory of means-end, are the instrumental values and terminal. We identified important dimensions of values, with greater emphasis on "conservatism" and "autoaprimoramento. Specifically, we have in relation to personal values, we identified some patterns of behavior guided by them, such as "capacity" and some statesfinals of existence, including: welfare, development, happiness, and socialization. Regarding the attributes, we can highlight the price, references, cleaning, care, expertise and professional training. We noticed a concern of consumers in having quality assurance of treatment, recovery of the relationship with the dentist, the need for confidence in the profession, concern for aesthetics, with their self-esteem and your health, to achieve personal values. / O setor de serviços odontológicos sofreu, nos últimos anos, uma queda da rentabilidade devido ao aumento da competitividade em um ritmo superior ao crescimento da demanda. Nesse cenário, destaca-se a importância de conhecer o comportamento dos consumidores desse setor, com o objetivo de melhorar as ações de marketing e, consequentemente, adequar os diferentes aspectos que envolvem o serviço para orientar os profissionais e empresários do setor. Assim, o presente trabalho procurou identificar quais são os valores para o cliente no consumo de serviços odontológicos, em clínicas e consultórios de Uberlândia. Para isso, foi realizada uma revisão de literatura sobre marketing de serviços, o conceito de valores pessoais e a teoria da cadeia meios-fim. Os dados foram colhidos e analisados utilizando-se da técnica laddering, conhecida também por escalonamento, que é um processo elaborado para compreender e apreender como os consumidores traduzem os atributos dos produtos, passando por suas consequências, em significados associativos a respeito de si mesmo que, de acordo com a teoria de meios-fim, são os valores instrumentais e terminais. Foram identificadas dimensões importantes de valores, tendo ênfase maior em conservadorismo e autoaprimoramento . Especificamente, já em relação aos valores pessoais, foram reconhecidos, também, alguns padrões de comportamento guiado por eles, tais como capacidade e alguns estados-finais de existência, entre eles: bem-estar, realização, felicidade e socialização. Em relação aos atributos, podemos destacar o preço, as referências, a limpeza, o atendimento, a capacidade técnica e a formação do profissional. Percebemos uma preocupação dos consumidores em ter garantia da qualidade do tratamento, a valorização da relação com o dentista, a necessidade de confiança no profissional, a preocupação com a estética, com a autoestima e com a saúde, para alcançar os valores pessoais. / Mestre em Administração

Denna studie syftar till att undersöka vilka faktorer som påverkar konsumentens köpbeslut inom second-hand mode. Med tanke på hållbarhet och dess aktualitet så är det ett ämne som är intressant att forska vidare på. För att konsumenten ska ställa om till ett mer hållbart konsumtionsbeteende krävs en bred förståelse för vad som påverkar ett köpbeslut. Det finns ofta flera motiv och framförallt upplevda risker bakom second-hand konsumtion. Detta på grund av att begagnade varor utgör en större risk för konsumenten i och med att de tidigare har använts. Med en förhoppning om att kunna upplysa second-hand modeföretag kring hur de kan utveckla mer effektiva strategier, valde vi att undersöka bakomliggande faktorer till ett second-hand köp. Studien har en kvalitativ ansats som bygger på fokusgruppsintervjuer med 12 second-hand mode konsumenter. För att besvara studiens syfte och frågeställningar används Means-End Chain teorin (MEC) som bygger på motivationsfaktorer. Resultatet av studien visar att de största motiven till att handla second-hand mode är hållbarhet, ekonomi, unicitet och att konsumenten får känna att de har ett ansvar. Vi använder oss även av begreppet Perceived Risks med anledningen att vi ville identifiera upplevda risker med second-hand modekonsumtion, det visade sig vara defekta varor samt returer, tillgänglighet och utbud samt struktur och hygien. Vår studie bidrar till ökad förståelse för vilka faktorer som driver second-hand mode konsumenter till köp. / This study aims to investigate the factors that influence the consumer’s purchase decisions in second-hand fashion. Considering sustainability and its current relevance, it is an interesting topic to conduct further research on. In order for consumers to transition to a more sustainable consumption behavior, there needs to be a broad understanding of what influences purchasing decisions. There are often several motives and above all perceived risks behind second-hand consumption, as used goods pose a greater risk to the consumer due to their previous usage. With the hope of being able to inform second-hand companies about how they can develop more effective strategies, we chose to investigate the factors behind a second-hand purchase. The study employs a qualitative approach based on focus group interviews with 12 second-hand consumers. To answer the study's purpose and research questions, the Means-End Chain theory (MEC) is used, which is based on motivational factors. The results of the study show that the primary motives for shopping second-hand are sustainability, economics, uniqueness, and a sense of responsibility. We also utilize the concept of Perceived Risks to identify consumers' perceived risks associated with second-hand consumption, which turned out to be defective goods and returns, availability and selection, and structure and hygiene. Our study contributes to increased understanding of which factors drive second-hand fashion consumers to a purchase.