La presente investigación tiene como objetivo principal determinar los factores de las variables del marketing mix que inciden significativamente en la intención y decisión de compra de mujeres de 18 a 25 años de edad de los NSE A y B de la Zona 7 de Lima Metropolitana (Miraflores, San Isidro, San Borja, Surco, La Molina) en la industria de la moda de prendas de vestir, con un enfoque especial en los influencers como parte de la P de promoción. Para ello, se realizó un estudio con enfoque mixto, ya que fue tanto cualitativo como cuantitativo. Por un lado, se utilizó el análisis factorial para medir la influencia en la intención de compra; y por el otro, el análisis discriminante para medir la influencia en la decisión de compra. Utilizamos esta metodología para medir el impacto de cada uno de los factores de las variables del marketing mix (producto, precio, plaza y promoción) y especialmente para validar si los influencers generan un impacto significativo sobre la intención y decisión de compra como parte de la P de promoción. Se realizó una entrevista a profundidad a un experto del rubro de la moda para validar nuestros objetivos e hipótesis. Asimismo, se realizó un Focus Group para obtener información relevante del segmento. Finalmente, se aplicó una encuesta a una muestra de 415 personas con la que se obtuvo la información necesaria para realizar el análisis estadístico. / The main objective of this research is to determine the factors of marketing mix variables that significantly affect purchase intention and decision of women between 18 and 25 years old that belong to the A and B socioeconomic status from seventh zone of Metropolitan Lima (Miraflores, San Isidro, San Borja, Surco, La Molina) in the fashion and clothing industry, with an special focus on influencers as part of promotion P. For this, we make a mixed approach study, since it was both qualitative and quantitative. On one hand, factor analysis was used to measure the influence on purchase intention; and on the other, the discriminant analysis to measure the influence on purchase decision. We use this methodology to measure the impact of each one of the factors of the marketing mix variables (product, price, place and promotion) and especially to validate if influencers generate a significant impact on purchase intention and decision as part of promotion. An in-depth interview was conducted with an expert from the fashion industry to validate our objectives and hypotheses. In addition, a Focus Group was carried out to obtain relevant segment information. Finally, a survey was applied to a sample of 415 people with whom the necessary information was obtained to perform the statistical analysis. / Tesis

Abstract The purposes of the study were to improve the understanding of the Internet shoppers¡¦ motives and their influences on other stages at the EKB Model. According to an on-lined survey at 2001 with 6069 valid samples, 5 factors of motives were extracted. They were the needs of ¡§achievement, approval and happiness¡¨, ¡§self-recognition and show off¡¨, ¡§economical benefits¡¨, ¡§convenience¡¨, and ¡§ no disturbance¡¨. The factors in the information search stage were ¡§references to outside information¡¨, ¡§basis of own experiences¡¨, ¡§searching sequence with web information¡¨, ¡§promotion messages on web media¡¨ and ¡§information quality on current web shopping¡¨. The factors in the evaluation and choice stage were ¡§opinions from reference groups¡¨, ¡§contents in the web site¡¨, ¡§subsidiary service with the product¡¨, ¡§previous experiences of direct sales¡¨ and ¡§personal economical needs¡¨. Three clusters were formed according to the 28 motive variables. All respondents attached importance to the needs of ¡§no disturbance¡¨ and ¡§convenience¡¨. These needs were the main reasons why they shop on line. They differed from the needs of ¡§achievement, approval and happiness¡¨ and ¡§self-recognition and show off¡¨. Therefore we named the 3 clusters as ¡§ high-achievement motivated persons¡¨, ¡§mid-achievement motivated persons¡¨, and ¡§low-achievement motivated persons¡¨. The 3 clusters had different buying behaviors on information search, evaluation and choice, purchase and post-purchase. They also differed from the web usages and shopping patterns. Additionally, the results showed that women and young generation might play as crucial roles on Internet shopping in the future.

Background - The concept of fair trade is not recent following the academic literature as it has been around for many years. The connection between fair trade and how it impacts consumers purchase behaviour however is still unclear. Purpose - The purpose of this study is to expand understanding on the relationship between fair trade and the consumer purchase process. Design/methodology/approach - The four stage AIDA model has been selected to examine fair trade in consumer purchase behaviour. Furthermore the study has been quantitative and a questionnaire was used gathering 140 respondents. Findings - A clear correlation between the different AIDA stages were established and the influence of fair trade on the purchasing behaviour was somewhat explored. Despite no proven hypotheses, many respondents still agreed with the fair trade statements tested showing strong awareness and consideration towards the topic. The most notable facets included social and environmental factors. In addition it was established that even though labour rights are discussed regularly in media, no significant influence could be observed in any of the AIDA purchase stages. Research limitations/implications -The limitations of the study were the geographical constraints testing only one university in Sweden. This meant that the respondents did not come from different cultures and countries, potentially affecting the discussed results. In addition, should the study have been qualitative different insights may have been established. Practical implications -The results from this study is useful for Non Government Organisations (NGOs) that are trying to shift consumer behaviour towards considering more ethical aspects when purchasing clothes. Marketers may also benefit from this study knowing what stages of the decision making process are considered by consumers in respect of fair trade. Originality/value -This study is unique as it combines the fair trade concept with the AIDA model which has not yet been done. In addition it contributes to previous knowledge and research on fair trade connected to the purchase behaviour.

This thesis aims to investigate the relationships between vanity, social comparison and purchase behaviour. Specifically, this thesis defines and develops a conceptual model that expands on these relationships where vanity and social comparison act as antecedents to consumers’ self-esteem and product evaluation which in turn gives rise to purchase behaviour for luxury fashion products. Using this model, the research examines how manipulations of social comparison and vanity are reflected in these relationships and the resulting impact on purchase behaviour. To empirically test this model, an online experiment using a 3x2 between-subjects factorial design was conducted, where respondents were exposed to modified print advertisements for luxury branded sunglasses. A total of 297 responses were collected from a pool of Amazon’s Mechanical Turk workers, which were analysed using multiple regression, factorial ANCOVA and path analysis to assess the hypothesised relationships. The results indicate that vanity appeals were indeed responsible for the way in which the product was evaluated which positively translated into purchase consideration. However, though social comparison was proven to negatively impact on self-esteem, this change in self-esteem was not significant in determining purchase behaviour. Additionally, social anxiety and public self-consciousness were found to be antecedents to the modelled relationships. The theoretical and managerial implications of these findings, along with suggested directions for future research, are discussed.

Syfte och problemformulering: Syftet med studien är att identifiera de främjande aspekter samt barriärer som har en påverkan på konsumentens köpbeslut vid e-handel. Hur ser den digitala köpbeslutsprocessen ut och var i processen uppstår barriärerna? Teori: Studiens teoretiska referensram omfattar en presentation av de aspekter som har en påverkan på konsumentens köpbeslut vid e-handel, vilka är produktkvalitet, varumärkesförtroende, pris, upplevelse, demografiska aspekter, tid och bekvämlighet samt utformning av hemsida. Vidare redogörs det för köpbeslutsprocessen som konsumenten går igenom då ett köpbeslut ska tas, vilket innefattar följande steg; identifiering av behov, informationssökning, bedömning av alternativ, genomförande av köp samt utvärdering av köp. Metod: Studien bygger på en kvalitativ ansats med ett deduktivt tillvägagångssätt. Den empiriska datainsamlingen utgörs från fyra fokusgrupper. Slutsats: Studien har resulterat i en utformning av en digital köpbeslutsprocess som även belyser var i processen konsumentens uppfattade barriärer uppstår. Den digitala köpbeslutsprocessen består av följande steg; identifiering av behov, värdering, beslutsfattning, betalning och leverans samt utvärdering av köp. / Purpose: The purpose of this study is to identify the promotional aspects as well as barriers that have an impact on consumer purchasing decisions in e-commerce. What does the digital purchase decision-making process look like and where does the barriers occur in the process? Theory: The theoretical reference framework of the study includes a presentation of the aspects that influence the consumer's purchasing decisions in e-commerce, which are product quality, brand confidence, price, experience, demographic aspects, time and convenience as well as website design. Furthermore, it explains the purchase decision-making process that the consumer reviews when a purchase decision is taken, which includes the following steps; need recognition, information search, evaluation of alternatives, purchase and post purchase evaluation. Methodology: The study is based on a qualitative methodology with a deductive approach. The empirical data collection consists of four focus groups. Conclusion: The study has resulted in a design of a digital purchase decision-making process that also illustrates where in the process the consumer’s perceived barriers arise. The digital purchase decision-making process consists of the following steps; need recognition, valuation, decision making, payment and delivery as well as post purchase evaluation.

Abstract This paper studies the audience¡¦s motivation in watching ¡§shopping channels¡¨ in cable television (TV) program, the relationship between watching and shopping behaviors, and investigate factors influence motivation and behaviors. The subjects are cable TV audience. The method is by telephone to find audiences¡¦ response to the questionnaire. Through data collection and statistic analysis the results show that the major motivations for audiences to watch ¡§shopping channels¡¨ are ¡§needs to information¡¨, ¡§entertainments¡¨ and ¡§social activity¡¨. Among these three, ¡§ needs to information¡¨ has the most correspondent. For watching behavior¡¦s aspect, the frequency of receiving ¡§shopping channels¡¨ is low. There are only 4.1% of responding rate in ¡§often watch¡¨ and ¡§daily watch¡¨. The most frequent watching hour is between 19~23 o¡¦clock as the rest of the local people in receiving other programs. However, the watching time is within 30 minutes every time (89.8%). In respect of shopping behavior, there are 57.6% shares of respondent express they will ¡§compare with other stores¡¨ or ¡§to listen to other¡¦s opinion¡¨ before decisions of shopping. This category belongs to reasonable type of shoppers. For shopping frequency, there are about 70% respondents express ¡§never buy¡¨, and around 30% expresses having shopping experiences in cable TV ¡§shopping channel¡¨. Concerning the shopping products, there are mainly 6 categories in sequential. The kitchen utensils share the most (32.4%), followed by ¡§cleaning products¡¨, ¡§fitness products¡¨, ¡§weight lost, weight control or on diet products¡¨, ¡§cosmetics¡¦, and ¡§electronic products¡¨. The study also finds personal traits will influence the audiences¡¦ ¡§watching motivation¡¨ ¡§watching behavior¡¨ and ¡§shopping behavior¡¨. For educational background consideration, the study shows respondents with higher educational level have less watching time and shopping frequencies in ¡§shopping channel¡¨. Hence, this is not the major consuming group for ¡§shopping channel¡¨, in stead they tends to be looking for ¡§entertainments¡¨ purposes. For junior high school level of education have highest shopping frequency (47.5%). Hence ¡§needs to information¡¨ has most of the watching motivation (63.9%). In behaviors wise, students have the least watching frequency and time, belongs to the group of ¡§ listen to other¡¦s opinion, then make decisions¡¨ category. Housewives are the major consuming group for ¡§shopping channel¡¨. The research also finds the ¡§watch time¡¨ will influence the ¡§shopping motivation¡¨. The longer the watching hour is, the stronger the shopping motivation. Shoppers being ¡¨reasonable¡¦ has less watching hour. This means the ¡§watching frequency¡¨ and ¡§watching time¡¨ have positive relationship to shopping behaviors. ¡§Shopping channel¡¨ is one the most popular channels in USA. It is also developing in promising direction with market potential in Mainland China. In Taiwan, as individual system develops, there are many more ¡§shopping channels¡¨ available. This reflects the competing situation. However, while the writer looks for broad casting, or management institutions, there has no study at all focusing on this type of channel yet. This research takes initials of ¡§quantitize¡¨ consideration to provide some contributions in mediating behavior for audiences, system operators, and channel operators.

Magistro baigiamajame darbe išanalizuota ir įvertinta vartotojų elgsenos veiksnių įtaka sprendimo pirkti priėmimo procese, iškeltos vartotojų elgsenos problemos, susiję su vartotojo sprendimu pirkti bei pateikti siūlymai, kaip šias problemas spręsti. Pirmoje darbo dalyje teoriniu aspektu tiriama vartotojų elgsenos samprata, pateikiamos skirtingos Lietuvos bei užsienio autorių nuomonės apie vidinių ir išorinių veiksnių įtaką vartotojų elgsenai bei vartotojų sprendimo priėmimo procesui. Antroje dalyje nagrinėjama UAB „MSF Lithuania“ įmonės veikla, atliktas tyrimo metodikos pagrindimas bei iškelta pagrindinė tyrimo hipotezė. Anketinės apklausos metodu nustatytos demografinės charakteristikos ir veiksniai, turintys daugiausiai įtakos parduotuvės „Marks & Spencer“ vartotojui priimant sprendimą pirkti, bei jų priklausomybė, SPSS programa susisteminami tyrimo metu gauti duomenys, patvirtinama ar atmetama hipotezė ir daromos išvados. / In Master‘s Work analized and evaluated consumer‘s behaviour factors that influence the purchase decision making process, also raised the problems related to the customer purchase decision and made recommendations to solve these issues. The first part examined the theoretical aspects of consumer behaviour concept, compared Lithuanian and foreign author‘s opinion on the internal and external factors that influence consumer behaviour and customer decision making process. In the second part examined “MSF Lithuania“ Ltd. activities, investigated methodology validation and raised fundamental research hypothese, by questionnaire survey method determined consumer behaviour factors that affect “Marks & Spencer“ customer purchase decision the most. By SPSS program systematized the data obtained during the investigation, confirmed or rejected hypothese and draw conclusions.

This master thesis deals with lease financing as one of the possible forms to acquire tangible investment goods. Furthermore other possibilities such as credit, hire purchase and cash purchase are evaluated. Based on the offers and other conditions proposed by companies, the objective of our investigation is to judge advantages and disadvantages of the individual financing products and choose the best option for enterprisers. The car was chosen as an example of the tangible investment good. This thesis is divided into two sections. The first theoretical part is focused on the particular possibilities of the financing of the tangible investment good and their tax and law aspects as well as their advantages and disadvantages. The second practical part is based on analysis of the leasing and credit products from following institutions: UniCredit Leasing CZ, a. s., CSOB Leasing, a. s., Credium, a. s. and Commercial Bank, a. s. The conditions and services provided by these companies are compared at the beginning. Calculations are performed for the particular car. The comparison is made from the point of view of all financial costs as well as discounted costs. Finally, all products are compared and evaluated not only according to their financial aspects but also according to other offered conditions and services.

The objective of the study is to extend the emerging body and scope of research on consumer’s attitudinal and behavioral responses to online consumer reviews by examining the role of both message content and source characteristics. That is, this study investigates how consumers process online consumer reviews within the context of message and source characteristics, and how these two factors influence consumer’s attitudes toward the review, attitudes toward the product, perceived credibility of the reviewers, and purchase intention. From this perceptive, the study broadens the understanding and importance of message and source factors to the persuasiveness of online consumer reviews. / text

Teknikutvecklingen inom bilbranschen ökar i takt med konsumenters krav på multifunktionella system. Mobiltelefoner är ett vanligt inslag i konsumenternas vardag och används dessvärre även under bilkörning. Det finns ett tydligt samband mellan mobilanvändning bakom ratten och antalet trafikolyckor. Detta antal skulle kunna minska om infotainmentsystem kan erbjuda samma funktionalitet fast på ett mer trafiksäkert sätt. Det finns idag riktlinjer gällande användarupplevelse och trafiksäkerhet från Android och NHTSA. Denna uppsats syftar till att undersöka hur väl dessa befintliga riktlinjer går att kombinera samt att ta fram nya riktlinjer för hur utvecklare kan förhålla sig till köpfunktionalitet i en infotainmentapplikation. För att uppnå detta har en prototyp av en infotainmentapplikation med sådan funktionalitet utvecklats och utvärderats med hjälp av observationer. Den insamlade data från utvecklingsprocessen har sedan analyserats och sammanställts. Resultatet presenterats slutligen i form av framtagna riktlinjer som fungerar likt en rekommendation för utvecklare i framtiden.