Aim The aim of the thesis is to examine if there are internal variations within generation Y and to what extent it is in their online clothing purchase intention, based on existing knowledge of factors influencing them. Methodology A survey was distributed online to Swedish generation Y residents, born between 1979 and 2000. Thus, primary data totalling 114 responses were collected and analysed by using analysis of variance (ANOVA) and multivariate analysis of covariance (MANCOVA). The non-probability sampling technique was applied using convenience and snowball sampling methods. Results There were no statistically significant differences in the effect of perceived risk, perceived benefit and personal factors on purchase intentions within generation Y (Y1, Y2 and Y3 groups) towards online clothing purchase. Practical implication As generation Y is an attractive segment to business managers, this research affirms the previous studies confirming generational cohort as a suitable way of categorising consumers. Thus helping managers in market segmentation strategies. Originality/Value This study contributes to the literature on generational cohorts by questioning the concept of cohort and how reliable it is for business managers to use in market segmentation.

A quantitative research in the attitude of European students towards Chinese web shops. The purpose of this research is to determine which factors influence the attitude of European students the most while purchasing from Chinese webshops. The research framework is inspired by the Theory of Planned behaviour. The responses from the questionair were analysed using SPSS and the findings indicated that perceived behaviour control influences the attitude of European students the most, closely followed by website factors and service quality. In contrast, the factors subjective norms, price as well as product variety shows relatively smaller influence. Nevertheless, these factors should not be neglected when targeting European students for online shopping.

abstract: Though some scholars have written about place and history, few have pursued the use of place theory in length in relation to the connections between race, religion, and national identity. Using the writings in the United States and Louisiana in the years surrounding the Louisiana Purchase, I explore place-making and othering processes. U.S. leaders influenced by the Second Great Awakening viewed New Orleans as un-American in its religion and seemingly ambiguous race relations. New Orleanian Catholics viewed the U.S. as an aggressively Protestant place that threatened the stability of the Catholic Church in the Louisiana Territory. Both Americans and New Orleanians constructed the place identities of the other in relation to events in Europe and the Caribbean, demonstrating that places are constructed in relation to one another. In order to elucidate these dynamics, I draw on place theory, literary analysis, and historical anthropology in analyzing the letters of W.C.C. Claiborne, the first U.S. governor of the Louisiana Territory, in conjunction with sermons of prominent Protestant ministers Samuel Hopkins and Jedidiah Morse, a letter written by Ursuline nun Sister Marie Therese de St. Xavior Farjon to Thomas Jefferson, and George Washington Cable's Reconstruction era novel The Grandissimes. All of these parties used the notion of place to create social fact that was bound up with debates about race and anti-Catholic sentiments. Furthermore, their treatments of place demonstrate concerns for creating, or resisting absorption by, a New Republic that was white and Protestant. Place theory proves useful in clarifying how Americans and New Orleanians viewed the Louisiana Purchase as well as the legacy of those ideas. It demonstrates the ways in which the U.S. defined itself in contradistinction to religious others. Limitations arise, however, depending on the types of sources historians use. While official government letters reveal much when put into the context of the trends in American religion at the turn of the nineteenth century, they are not as clearly illuminating as journals and novels. In these genres, authors provide richer detail from which historians can try to reconstruct senses of place. / Dissertation/Thesis / M.A. Religious Studies 2011

The practice of promoting food to children via advergames is a highly topical issue which attracts much concern due to the low nutritional value of the promoted foods. This thesis examines the effects of customised food advergames on children’s affective, cognitive and conative responses. It also investigates the role persuasion knowledge and prior brand usage have in children’s interaction with advergames. In particular, whether children’s persuasion knowledge acts as a barrier to those responses. This research is situated within the domains of marketing communications, consumer behaviour and consumer socialisation. It adopts an affect transfer theory, the Dual Mediation Hypothesis (DMH), to explain the transfer of affect from an advergame to children’s responses. Three versions of the same advergame were designed for the purpose of this thesis with different levels of customisation (i.e. control, low and high experimental conditions). An experiment among younger (5-7 year olds) and older (11¬12 year olds) children reveals that customisation in advergames has a detrimental effect on children’s affective, cognitive and conative responses. It was the control condition, without customisation options, that rendered a positive impact on brand attitudes and preferences relative to the other two experimental conditions. Persuasion knowledge does not influence children’s affective, cognitive or conative responses. This implies that children’s understanding of the persuasive intent of an advergame does not act as a barrier against its effects. Age had a significant role on children’s attitudes towards the advergame, but not on their other responses to it. Finally, prior brand usage has a positive impact on children’s responses apart from on advergame attitudes. This thesis has implications to policy and practice. It is evident that children from two distinct age and cognitive developmental groups cannot protect themselves from advergames’ effects. Therefore, regulators should broaden the scope of concern to older and younger children alike.

Bakgrund: I dagens samhälle växer uppmärksamheten kring kända profiler på sociala medier i takt med att användandet av sociala medier ökar. Personer som blivit kända via sina sociala medier benämns ofta som influencers och ses som ett växande fenomen inom marknadsföring då de kan bidra till en ökad viral tillväxt för företag. För att konsumenter ska vilja köpa en produkt är det av vikt att det skapas attraktiva upplevelser kring ett varumärke. Det är därförav intresse att studera om influencers, som ett varumärke, på Instagram kan skapa upplevelser för konsumenter, som i sin tur har en påverkan på konsumenters köpintentioner av produkter och tjänster som syns i influencersinnehåll på Instagram. Syfte: Givet tidigare forskning är syftet med denna studie att studera om influencerupplevelse, eller delar av upplevelsen, på Instagram har en påverkan på konsumenters köpintentioner. Metod: En kvantitativ forskningsmetod har tillämpats i denna studie. Insamlande av data har skett genom en enkätundersökning som innefattade 200 studenter i åldrarna 19–39 år från Karlstads universitet. Data analyserades med hjälp av faktoranalys samt enkel- och multipel linjär regression. Slutsats: Den upplevelse som skapas kring influencers har i denna studie en påverkan på konsumenternas köpintentioner. Dessutom har varje del i upplevelsen på egen hand en effekt, vilket visar att de dimensioner som ingår ien influencerupplevelse inte är beroende av varandra för att påverka köpintentioner, däremot har de bäst effekt tillsammans. Marknadsföring via influencers kan därför ses som effektivt, genom att de upplevelser som en influencer skapar påverkar konsumenternas vilja att köpa produkter och tjänster. / Background: In today’s society, famous social media profiles are gaining more attention due to the increasing use of social media. People who have become famous through their social media are often referred to as influencers and is a growing phenomenon in marketing, as they can contribute to an increased viral growth for companies. In order for consumers to want to buy a product, it is important to create attractive experiences in the encounter of a brand. Therefore, it is interesting to study whether influencers at Instagram can create experiences and if these experiences in turn have an impact on consumers’ purchase intentions of products and services seen in an influencers content on Instagram. Purpose: Given previous research, the purpose of this paper is to study whether influencer experience, or parts of the experience, at Instagram has an impact on consumers’ purchase intentions. Method: A quantitative research method has been used in this study. The data collection was conducted through a survey that comprised 200 students at the age of 19-39 from Karlstad University. The data was analysed using factoranalysis, as well as simple and multiple linear regression. Conclusion: In this study, the experience that is created around influencers has an impact on consumers’ buying behaviour. Additionally, every dimensionof the experience alone has an impact on purchase intentions, which shows that the dimensions are not dependent on each other to influence purchase intentions. However, they do have a better effect when they are put together. Influencer marketing can therefore be seen as effective, since the experiences that an influencer creates has an effect on the consumers’ intention to buy products and services.

The thesis analyzes consumer behavior in the regional food market. The first part focuses on the theoretical part, which contains the basic concepts related to the issue. The second part is focused on analysis of consumer behavior and their preferences on the regional food market via questionnaire. In order to determine consumer preferences and spontaneous knowledge. At the end of the debate and summarizes the facts and include any suggestions and changes.

The aim of the thesis is to suggest measures for selected online grocery shop. For this thesis was chosen online grocery shop Plnátaška.cz, which acts in South Bohemia. The theoretical part includes issues of e-commerce and particularly online sales of food. The practical part contains analysis of buying behaviour in the field of the internet purchase of food. Analysis is based on the results of questionnaire survey. Based on the results of the survey, were determined concrete suggestions and recommendations.

A presente pesquisa teve como objetivo identificar as tendências para o consumo de carne bovina no Brasil para o ano de 2022, a partir da proposta de um modelo conceitual que engloba os fatores influentes para o consumo resultando no EDC (Escore de Determinante de Consumo). Como procedimentos metodológicos adotaram-se dois eixos investigativos. O primeiro, de caráter exploratório, por meio de uma revisão sistemática sobre as tendências e fatores influentes no consumo de alimentos. O segundo eixo, de caráter descritivo, por meio de uma pesquisa survey com 32 especialistas representantes de todos os elos da cadeia produtiva da carne bovina no Brasil (produção, indústria, varejo, órgãos institucionais e instituições de ensino/pesquisa). Foram definidos critérios para a inclusão dos especialistas de modo a nivelar a amostra que é considerada intencional. O questionário, composto por seis questões abertas e 28 questões fechadas, foi enviado via on-line para os especialistas. Para apreciação das informações obtidas foi realizada a análise de conteúdo, distribuição de freqüência, teste Qui-quadrado, Tukey e análise de cluster, por meio do Software SPSS. Os resultados revelam que o modelo proposto para avaliar as tendências do consumo de carne bovina no Brasil é composto pelas dimensões sociocultural, econômica, saúde/alimento e ambiente e 28 fatores influentes associados a elas. A partir da aplicação do modelo, verificou-se que as principais tendências do consumo de carne bovina no Brasil para os próximos dez anos apontam para uma segmentação do comportamento em função da renda. Nesse sentido, as classes com menor poder aquisitivo, que priorizam preço, tendem a aumentar o consumo de cortes pouco diferenciados. Já as classes com maior poder aquisitivo direcionam-se ao consumo de um conceito, priorizando qualidade, certificação e segurança do alimento. Essa parcela da população tende a buscar produtos com maior valor agregado, podendo manter ou mesmo reduzir o consumo de carne bovina para os próximos dez anos. Ademais, é preponderante a influência dos fatores econômicos (preço dos substitutos da carne bovina, distribuição de renda, preço da carne bovina, ascensão das classes C e D, renda no Brasil e poder aquisitivo) além da busca pela conveniência, praticidade e exigência do alimento seguro. Contudo, as questões ambientais ainda não serão prioridade para o consumidor brasileiro de carne bovina no período prospectado. O EDC proposto permitiu identificar as tendências de consumo para o Brasil, pois possibilitou a priorização de dimensões adaptadas a esse contexto. As dimensões de maior importância são, em ordem decrescente, econômica, sociocultural, saúde/alimento e ambiente. / This research aims to identify beef consumption trends in Brazil (2022) based on a conceptual model that encompasses the consumption influential factors, resulting on Determinant of Consumption Index (DCI). As methodological approach two axes investigative were adopted: The first, exploratory, through a systematic review about trends and influential factors in food consumption. The second axis, descriptive, through a survey of 32 experts representing the beef chain in Brazil (production, manufacturing, retail, institutional and educational institutions / research). Experts were defined by inclusion criteria in order to make even the sample, being considered intentional. The questionnaire was composed of six open questions and 28 closed questions, sent by e-mail. The analysis consisted in documents, frequency distribution, chi-square, Tukey test and cluster analysis, with SPSS software. The results show that the proposed model is composed by four main dimensions (sociocultural, economic, health / food and environment) and twenty-eight influential factors. For the next decade, the main trends of beef consumption in Brazil indicate segmentation by income. In this way, people with lower purchasing power that prioritize prices tend to increase consumption of less differentiated. However, people with higher purchasing power, which prioritize quality, certification and food safety, tend to seek the value-added products. For this group of consumers the beef consumption can remain or even reduce. Moreover, is predominant the influence of economic factors (price of beef substitutes, income distribution, beef prices, rising class C and D, income and purchasing power in Brazil) as well as search for convenience, practicality and safe food requirement. Low environmental impact products were not identified as a trend. Consumers are concerned about certifications, natural products, sustainable, with indication of origin, among other things. However for Brazilian consumers the factors related to environment or health / food will not be prioritized. The greatest relevance dimensions for consumer of Brazilian beef were rated by the Determinant of Consumption Index (DCI) proposed, in descending order: economic, sociocultural, health / food and environment.

Understanding consumer behavior is one of the pivotal elements for success in any business. Among the various concepts in consumer behavior, the consumer decision-making process has gained much attention from both academics and practitioners. In Taiwan, scholars and practitioners have paid significant attention to external factors that influence consumer decision-making in various industries. However, few such studies have focused on external factors regarding purchases of products and services in the Taiwanese sport industry. The purpose of this study was to investigate the external factors that influence Taiwanese college students' shoe purchase intention. Data were collected to examine do external factors differed between genders and grade levels. Six external factors were identified from the literature review. The external factors were brand, price, style, durability, comfort, and athletic ndorsement/ promotion. This study utilized a 5-point Likert scale survey to examine the external factors influence Taiwanese college students' shoe purchase intention. A total of 416 Taiwanese college students from Southern Taiwan University were surveyed. Descriptive analysis, multiple regressions analysis, and one-way ANOVA were employed in this study. First of all, descriptive statistic analysis is used to categorize the participants based on their gender, age, grade, favorite athletic shoe brand, and how often did they purchase athletic shoes. Second, multiple regression analysis was used to predict which external factors had the most influence in Taiwanese college students' athletic shoe purchase intention. The results of multiple regression analysis demonstrated that comfort and style were the most influential factors in Taiwanese college students. Third, one-way ANOVA were used to measure the difference between gender and grade level for Taiwanese college students shoe purchase.

Made available in DSpace on 2016-08-03T12:30:17Z (GMT). No. of bitstreams: 1 Rosana de Araujo Gil.pdf: 1137201 bytes, checksum: 12f17687a030d6f010152ba4936ef57f (MD5) Previous issue date: 2004-03-15 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / This paper discusses the growing importance of the infantile-consumer segment in the market, focusing in the point of purchase (POP) and the procedures to be implemented in order to attract this type of consumer. This study is based on the conceptual framework of retailing and Brazilian s market trends, ending with a research on parents and kids at the point of purchase (POP). / Este trabalho discute e demonstra o crescimento da importância do consumidor infantil no mercado, principalmente no que se refere ao ponto de venda e as articulações que podemos demandar para atrair a atenção desta clientela. Parte de um referencial teórico do marketing destinado ao varejo, passa pelas tendências de mercado brasileiro, terminando com uma pesquisa realizada com pais e filhos no ponto de venda.