This report has focused on how important a buyers eWOM is compared to his/her visual information when sellers decide if they can trust this buyer. A focus company was Airbnb, an online P2P platform where private individuals can rent out their living quarters to other private persons. The method involved sending out online web surveys to approximately 200 students in Högskolan Kristianstad. Results from these surveys suggests that a buyer’s eWOM and visual information had little or no impact upon if a seller decides to trust this buyer or not. The variable that had the most significant impact upon trust and thus the host’s intention to rent was the variable risk propensity.

Problem: The complexity of high-involvement products, especially when bought online needs further studying so that a merchant-consumer dialogue and information exchange is initiated. The opportunity for both merchants and consumers lies in the profits from these dia-logues and exchanges. Purpose: The purpose of this thesis is to investigate what specific features buy-ers in the traditional market believe are unsatisfactory or missing in the online market. Our findings will help us give suggestions on what actions online merchants might take in order to redistribute high-involvement purchases from the traditional market to the online mar-ket. Method: The data collection involves both a survey and interviews in order to assemble appropriate, justifiable and relevant data. In total, 150 peo-ple responded to the survey, and six of them were later objects to the in-depth interviews. To ensure that the collection of data was re-trieved consistently and reliably, and to avoid miss-interpretations, is-sues such as significance and reliability have been considered. Result: Almost twice as many respondents bought their laptop in the tradi-tional market. It is preferred due to; a rooted habit of making pur-chases traditionally, the tangibility of the product, more apparent communication with salespeople, stronger purchase sensations and instant transactions. Conclusion: The major features missing in the online market are; 1) the experien-tial sources and 2) the enjoyable sensations of a purchase found in a traditional purchase. The major unsatisfactory features include cus-tomer service, delivery and the complexity still adhered to online pur-chasing. The features have led consumers to hesitate and mistrust the online market in high-involvement purchases. In order to attain a re-distribution; buyers‟ hesitation has to be overcome and subsequently trust must be built in the capabilities of the online market.

<p>Problem: The complexity of high-involvement products, especially when bought online needs further studying so that a merchant-consumer dialogue and information exchange is initiated. The opportunity for both merchants and consumers lies in the profits from these dia-logues and exchanges.</p><p>Purpose: The purpose of this thesis is to investigate what specific features buy-ers in the traditional market believe are unsatisfactory or missing in the online market. Our findings will help us give suggestions on what actions online merchants might take in order to redistribute high-involvement purchases from the traditional market to the online mar-ket.</p><p>Method: The data collection involves both a survey and interviews in order to assemble appropriate, justifiable and relevant data. In total, 150 peo-ple responded to the survey, and six of them were later objects to the in-depth interviews. To ensure that the collection of data was re-trieved consistently and reliably, and to avoid miss-interpretations, is-sues such as significance and reliability have been considered.</p><p>Result: Almost twice as many respondents bought their laptop in the tradi-tional market. It is preferred due to; a rooted habit of making pur-chases traditionally, the tangibility of the product, more apparent communication with salespeople, stronger purchase sensations and instant transactions.</p><p>Conclusion: The major features missing in the online market are; 1) the experien-tial sources and 2) the enjoyable sensations of a purchase found in a traditional purchase. The major unsatisfactory features include cus-tomer service, delivery and the complexity still adhered to online pur-chasing. The features have led consumers to hesitate and mistrust the online market in high-involvement purchases. In order to attain a re-distribution; buyers‟ hesitation has to be overcome and subsequently trust must be built in the capabilities of the online market.</p>

Diploma thesis deals with the basic marketing strategy analysis of manufacturing firms and then suggestions for its improvement. The work is divided into two main parts.The first part is devoted to contemporary marketing, which includes a comparison of financial and human resources. In the second part describes the design of marketing strategy and its implementation. The thesis also deals with the optimization of the system. The aim is to set a marketing strategy to increase sales, profits and also to define the cost of marketing the company. Outcome of this work is to reveal strengths, weaknesses, opportunities, threats and detailed steps that may include not only financial and human resources but also the abilityand know-how. The work is to provide an integrated form of the current marketing strategy, detailed descriptions of its functionality.