<p>In this dissertation, I investigated price dynamics in the hotel room-night market and attempted to explain pricing decisions from a market perspective. Since market dynamics of the hotel room-night market can be paralleled to those in the financial market, financial market models allowed for examination of various aspects of hotel room pricing decisions.</p><p>In the first study, advance-purchase discounts were estimated through application of an option pricing model considering property-specific attributes. Non-refundable advance-purchase discounts are a commonly used rate fence. One challenge to their implementation, however, is deciding upon the precise magnitude of the discount. Quan’s (2002) study on the price of room reservations is a good starting point, but it is a conceptual model that assumes away other property-specific factors. This study thus tested the idea that advance-purchase discounts are affected by various components, including the value of the right to cancel a reservation (e.g., cancelation option value) and the room- and property-specific factors in the hotel room-night market (e.g., uncertainty, reviews, and seasonality). The analysis supported this hypothesis and additionally revealed that advance-purchase discounts are smaller for rooms with high review ratings in a high-demand period. Interestingly, the divergence between advance-purchase discounts and cancelation option value components widened in a high-demand period, which implies a tendency by hotels to adjust their room rates rather than the amount of discount for customers who book their stay well in advance. Theoretically, this study thus contributes to finance literature by extending the application of the option pricing model to real options for non-financial assets. This study also contributes to the hospitality literature by demonstrating the effects of property-specific attributes on advance-purchase discount magnitude. The results also have implications to the hospitality industry by providing an analytical framework by which hoteliers can estimate property-specific advance-purchase discounts.</p><p>The second study concentrated on rate parity agreement’s effect on the hotel room-night market’s efficiency at reflecting product characteristics in room rates. This study examined the impact of rate parity agreement between hotels and online travel agencies by comparing hotel rates between Europe and the United States. This study found that room rates were less sensitive to property quality attributes under rate parity clauses. The reflection of property quality on room rates were less efficient when hotels have rate parity agreement with OTAs. Furthermore, the results supported the claim that rate parity exacerbates price increase in periods of high demand, which indicates possible collusion between suppliers (hotels) and distributors (OTAs). The findings provided theoretical implications by testing the market efficiency of the hotel room-night market and confirming the impact at the property level. This study also provided a perspective on pricing decision makers to understand how rate parity agreement influence their pricing decisions. Last, the findings provided support for recent policies in Europe that restrict rate parity agreements between hotels and OTAs.</p><p>The third study empirically examined hoteliers’ response to the demand by observing the price movement of two rates with different cancelation policies—free cancelation rates and non-refundable rates. By modifying Hasbrouck’s (1995) information share approach, this study examined the non-refundable rates’ contribution to the price discovery process. The perceived quality of accommodation by customers, one of the primary determinants of the price discovery process, was included in analysis. The results suggested that non-refundable rates were contribute more to the information variance than free cancelation rates did. The findings also suggested that consumers’ perceived quality and volatility influence non-refundable rates’ contribution to the price discovery process. The results also have practical implications for market participants, as they help to build an understanding of aggregated demand and its impact on pricing. Non-refundable rates are generally regarded as just one of many kinds of discounted rates, but the results of this study suggest that hoteliers should carefully consider the role that non-refundable rates play in their pricing strategy.<br></p>

El mercado de multivitamínicos Over the Counter (OTC), en los últimos años ha tenido un crecimiento exponencial a nivel mundial, el Perú no es ajeno a ello y viene evolucionando gracias a la mega tendencia del cuidado de la salud. Asimismo, encontramos a una mujer empoderada, que considera importante el cuidado de la salud, además de ser la principal decisora de compra. El presente estudio busca identificar los principales factores que influyen en la decisión de compra de multivitamínicos OTC, en mujeres de 25 a 39 años, del Nivel Socioeconómico B de Lima Metropolitana, en el 2019; además determinará, qué influencias socioculturales, psicológicas y fuentes de comunicación, son las más relevantes. El documento consta de cuatro capítulos: Capítulo 1: establece la formulación del problema, los objetivos y el marco teórico, donde se define el comportamiento y los factores que influyen en la decisión de compra. Capítulo 2: indica la metodología de investigación, la cual es del tipo exploratoria-descriptiva, con un enfoque mixto, con entrevistas a profundidad, focus group y encuestas. Capítulo 3: desarrolla el análisis de resultados de la investigación. Capítulo 4: hace mención a las conclusiones, hallazgos y recomendaciones a las que se llegaron luego de efectuar el análisis. La principal motivación de la investigación, es brindar información de utilidad, para posteriores estudios de marketing en la industria farmacéutica. / The Over the Counter (OTC) multivitamin market, in recent years has had an exponential growth worldwide; Peru is no stranger to it and has been evolving thanks to the mega trend of health care. We also found an empowered woman, who considers health care important, as well as being the main purchasing decision maker. The present study seeks to identify the main factors that influence the purchase decision of OTC multivitamins, in women aged 25 to 39, of Socioeconomic Level B of Metropolitan Lima, in 2019, it will also determine which sociocultural, psychological and communication sources are the most relevant. The document consists of four chapters: Chapter 1: establishes the formulation of the problem, the objectives and the theoretical framework, where the behavior and the factors that influence the purchase decision are defined. Chapter 2: indicates the research methodology, which is of the exploratory-descriptive type, with a mixed approach, with in-depth interviews, focus groups and surveys. Chapter 3: develop the analysis of research results. Chapter 4: mentions the conclusions, findings and recommendations reached after the analysis. The main motivation of the research is to provide useful information for subsequent marketing studies in the pharmaceutical industry. / Tesis

Orientador: Sheila Farias Alves Garcia / Resumo: Objetivo Analisar o efeito do estilo de vida alimentar na formação da atitude favorável frente aos alimentos orgânicos e na intenção de compra desses alimentos. Metodologia / Procedimentos de Pesquisa A estratégia metodológica adotada foi composta por quatro etapas, sendo que três delas (pesquisa exploratória, estudo bibliométrico e pesquisa qualitativa) foram executadas visando a construção do modelo conceitual deste trabalho. Para a avaliação das possíveis relações entre os constructos propostos, foi realizada uma pesquisa quantitativa, utilizando um instrumento de coleta de dados estruturado (survey), composto por escalas validadas por outros autores e escalas adaptadas pelo estudo. O levantamento dos dados foi realizado através de um questionário aplicado com 651 respondentes. Os dados foram analisados por meio da Modelagem de Equações Estruturais, com mínimos quadrados parciais e modelos de caminhos (PLS-PM) utilizando-se o software SmartPLS 3.0. Resultados e Discussão O estudo bibliométrico retornou 216 artigos, possibilitando a identificação das lacunas e oportunidades de pesquisa que foram exploradas por esta dissertação: 1) estudar o estilo de vida alimentar no contexto de consumo dos alimentos orgânicos; 2) e seus possíveis reflexos na atitude favorável e intenção de compra desses alimentos. Os resultados obtidos durante a pesquisa quantitativa demonstraram que há relacionamentos significativos entre o estilo de vida alimentar e a atitude favorável frente aos alimen... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: Purpose The aim of this study is to analyze the effect of food-related lifestyle on the attitude and purchase intention of organic food. Design/methodology The methodological strategy adopted was composed of four steps, three of them (exploratory research, bibliometric study and qualitative research) were performed aiming at the construction of the conceptual model of this study. To meet the proposed objective a quantitative research was performed with a sample of 651 respondents. The survey was composed of scales validated by other authors and scales adapted by this study. Data analysis was performed using Structural Equation Modeling with partial least squares and path models (PLS-PM) through SmartPLS 3.0 software. Findings and Discussions The bibliometric research returned 216 articles, enabling the identification of research gaps and opportunities that were explored by this dissertation: 1) study the food-related lifestyle in the context of organic food consumption; 2) and its possible reflexes on the positive attitude and purchase intention of organic food. The results obtained during the quantitative research showed that there are significant relationships between the food-related lifestyle and the positive attitude towards organic foods; between the food-related lifestyle and the purchase intention of organic foods; and between positive attitude and purchase intent. It is noteworthy that the dimensions chosen to compose the food-related lifestyle, highlighting “importa... (Complete abstract click electronic access below) / Mestre

Background: The expansion of the World Wide Web has presented new challenges for managers. One of these challenges is the shift in power that favors consumers through the uprising of electronic word of mouth (eWOM). This thesis is aimed to the exploration of the effects on consumer purchase intention and brand attitude because of an unsuccessful marketing campaign. Methodology: Interviews have been conducted with a central theme of a case study of Pepsi to gain knowledge on the effects a marketing failure and exposure to eWOM has on students at Luleå University of Technology. Findings: EWOM is indicated to influence consumers’ intention of purchase as well as the attitude for the brand. EWOM is indicated to be influenced by the response to the advertisement in a negative context and may influence consumers to actively share their opinions to others through an electronic medium, thus contributing to the spread of eWOM. The attitude of the brand is indicated to influence the effects of negative eWOM, being of more influence when the brand attitude is bad. Conclusions: Managers and business practitioners need to be aware of the power of eWOM and its effects on purchase intention and brand attitude and should respond quickly to any unwanted spread of negative thoughts regarding the company before it is too late. Research question: How is consumer brand attitude and purchase intention affected by negative eWOM in the context of an unsuccessful online marketing campaigns? Purpose: The purpose of this study is to explore the potential change in customer attitudes and purchase intentions because of negative eWOM communication regarding unsuccessful marketing campaigns

En general el tema de investigación sobre la calidad del servicio en relación a la decisión de compra de seguros Oncológicos privados, se desarrollarán los siguientes conceptos: El primero alude al Marketing de servicios, el Segundo a Las 8 p's en donde en específico se hablará de calidad del servicio. El Tercero corresponde a Marketing en salud y el cuarto a marketing Oncológico. Dentro de los autores más importantes se encuentran Hoffman y Bateson; Kotler y Keller; Del Rosario; Caballero-Uribe; Corea, Gómez; Castillejo, Beceiro y Pinillos, todos los textos académicos que nos hacen referencia al tema calidad como factor del marketing de servicios en relación a la decisión de compra de seguros oncológicos nos dan a entender que se mezclan bastantes tipos de marketing, que resulta ser muy delicado comunicarlo y sobre todo hacer que adquieran el seguro ya que normalmente hay muchas personas de la tercera edad que sí lo adquieren a comparación de los jóvenes adultos que no conocen en que consta tener un seguro oncológico y por ello no les llama la atención adquirirlo. / In general, the topic of research on the quality of the service in relation to the decision to purchase private Oncological insurance, the following concepts will be developed: The first refers to the Marketing of services, the second to 8 p's where in particular we will talk about quality of service. The third corresponds to Health Marketing and the fourth to Oncological Marketing. Among the most important authors are Hoffman and Bateson; Kotler and Keller; Rosary; Caballero-Uribe; Korea, Gomez; Castillejo, Beceiro and Pinillos, all academic texts that refer to the issue of quality as a factor in the marketing of services in relation to the decision to purchase cancer insurance suggest that many types of marketing are mixed, which turns out to be very delicate communicate it and, above all, do that they acquire the insurance since there are usually many elderly people who do acquire it in comparison to young adults who do not know what it means to have cancer insurance and therefore it is not surprising to acquire it. / Trabajo de investigación

I tillverkande företag kan inköpskostnaden stå för 60–80 procent av den totalaproduktkostnaden. Det framhäver vikten av att identifiera en kostnadseffektiv inköpsstrategi som reducerar totalkostnad för inköp. En sådan inköpsstrategi kan vara inköp av större ordervolym för att erhålla volymbaserat pris. Tidigare forskning om volymbaserat pris centreras kring inköp av standardkomponenter i stora volymer, således finns en bristande forskning om volymbaserat pris för organisationer som inte tillämpar denna typ av inköp. Studien syftar därför till att med en explorativ fallstudie, studera hur ökad ordervolym med samkoordinerade inköp påverkar totalkostnad för inköp hos en organisation med hög kundanpassning och låg årlig ordervolym. En organisation som arbetar enligt engineer-to-order (ETO) med storskaliga projekt, hög kundanpassning och låg årlig ordervolym har således använts som huvudsaklig empirisk kontext för fallstudien. Datainsamlingen har i fallstudien bestått av en metodkombination som inkluderar en dominerande kvalitativ fas följt av en underliggande kvantitativ fas. Insamlade data användes sedan i en kostnadsanalys för att utvärdera hur identifierade faktorer påverkade organisationens totalkostnad för inköp och huruvida samkoordinerade inköp kan anses som en kostnadseffektiv inköpsstrategi i denna kontext. Resultatet från studien visar att inköpspris reduceras och lagerkostnad ökar vid samkoordinerade inköp för organisationer med hög kundanpassning och låg årlig ordervolym. Den köpande organisationen kan påverka faktorerna: ordervolym och utformning av artiklar, vilket skapar en kostnadsförändring för leverantörernas faktorer: tillverkning, material, transport och administration. Kostnadsanalysen visar att kostnadsreducering uppnås vid samkoordinerade inköp för den studerade organisationen. Viss osäkerhet kring resultatet uppstår då samkoordinerade inköp skapar en ny situation för lagerhantering där kostnadsuppgifter saknas. Enligt studien kan synergierna av samkoordinerade inköp förstärkas genom ett skifte mot single sourcing, centraliserade inköp och ökad grad av standardisering. Studiens främsta bidrag är en identifikation av de faktorer som påverkas i leverantörernas verksamhet vid en kombination av samkoordinerade inköp och karaktäristiken av ETO, samt hur dessa genererar volymbaserat pris. / In manufacturing companies, the purchase cost can account for 60-80 percent of the total product cost. The high purchase cost emphasizes the importance of identifying a cost-effective purchasing strategy that reduces the total cost of purchasing. Such a purchasing strategy can be to purchase larger order volumes in order to obtain quantity discounts. Previous research on quantity discounts is centered on the purchase of standard components in large volumes, thus a lack of research on quantity discounts for organizations that do not apply this type of purchase exists. Therefore, this study aims to examine how a larger order volume with coordinated purchases affects the total cost of purchasing for an organization with high customer customization and low annual order volume. It was done with an exploratory case study of an organization that operates according to engineer-to-order (ETO) with large-scale projects, high customer customization and low annual order volume. The data collection in the case study consisted of a mixed-method approach that includes a dominant qualitative phase followed by an underlying quantitative phase. The collected data was further used in a cost analysis to evaluate how identified factors affected the organisation's total cost of purchasing and whether coordinated purchases can be considered a cost-effective purchasing strategy in this context. The result of the study shows that the purchase price is reduced, and the inventory cost is increased by coordinated purchases for organizations with high customer customization and low annual order volume. The purchasing organization can affect the factors: order volume and design of items, which results in a cost change for the supplier’s factors: manufacturing, materials, transport and administration. The cost analysis shows that a cost reduction is achieved through coordinated purchases for the studied organisation. Some uncertainties about the result arises as coordinated purchases create a new situation for inventory management where cost data is missing. The synergies of coordinated purchasing can further be enhanced by a shift towards single sourcing, centralized purchasing and increased degree of standardization. The main contribution of the study is the identification of factors in the suppliers' operations that are affected by the combination of coordinated purchases and the characteristics of ETO, and how they generate quantity discounts.

While the concept of brand loyalty is well-researched, qualitative studies pertaining specifically to generational transfer of brand loyalty in a South African fast-moving consumer goods context are few and far between. This study used the dishwashing liquid product category in the Western Cape Province of South Africa to analyse generational transfer of brand loyalty. Following a qualitative research methodology, using in-person interviews across two generations - children and parents/guardians - raw data was obtained. Participants were asked to provide information relating to their preferred brand of dishwashing liquid, as well as their reasons for using the brand, their loyalty towards the brand, as well as their likelihood of brand switching. The data underwent a thorough thematic data analysis. Codes, categories, and themes were identified, with the researcher continually seeking to identify patterns in responses. A number of findings were laid out, offering insights into the concept of generational transfer of brand loyalty, as well as a foundation for future research into the topic. The study established that, in the dishwashing liquid product category in the Western Cape, there is a strong degree of generational transfer of brand loyalty, and at times, the transfer has taken place across three generations. Aspects such as consumers’ use of a brand out of habit and brand associations also appear to transfer generationally at times. There is also a strong occurrence of brand loyalty in the product category - mostly towards Unilever’s Sunlight brand. Brand switching across generations is uncommon in this sector, prevented by factors including enthusiastic brand loyalty and budgetary limitations. When switching does occur, it is driven mainly by a desire to discover whether a better brand exists, and changes in price and availability. Price and effectiveness frequently combine to form assessments of value during consumers’ purchase decision process in this product category. This study provides insight into the phenomenon of generational transfer of brand loyalty, within the context of the FMCG industry in the Western Cape. The findings within may prove useful both to brand marketers as well as researchers seeking a foundation upon which to conduct further studies in this area. The implications of this study, and recommendations for future, related studies, have been discussed in this report.

I takt med att samhället digitaliseras och webbaserade företag allt mer inser vikten av användarvänlighet söker människor bekvämligheter och högre krav på den digitala upplevelsen. Syftet med studien var att utveckla kunskap om och förståelse för hur faktorer inom användarupplevelse kan påverka köpintentionen i ett köpflöde, och huruvida detta kan resultera i ökad kundtillfredsställelse inom e-handel. Vidare var syftet att empiriskt påvisa hur gränssnittsmönster kan gynna en köpintention och därmed skapa en ökad kundtillfredsställelse. I tillägg till att införskaffa den mer substantiella kunskapen om detta område hade studien även som syfte att ta fram ett gränssnitt som gjorde det möjligt att påvisa resultatet av studien. För att besvara frågeställningen utfördes en kvalitativ och en kvantitativ undersökning med två urvalsgrupper. Utöver datainsamling utfördes även en litteraturstudie vars syfte var att presentera relevant forskning inom området. Teorin IS Success model användes i studien, där de sex faktorerna som mäter prestandan för informationssystem har använts och analyserats. Där påvisades att informationskvalitet, systemkvalitet och servicekvalitet påverkar användarintentionen, användningen samt kundtillfredsställelsen. Detta i sin tur påverkar systemets nytta vilket återigen påverkar kundtillfredsställelsen samt om upplevelsen är positiv eller negativ. Om webbplatsen erbjuder kvalitet i form av ovan nämnda variabler kan det resultera i ett upplevt flöde vilket i sin tur resulterar i tillfredsställelse. God systemnytta och användarupplevelse kan då bidra till att en användare upplever ett flöde vilket i sin tur kan resultera i en köpintention. Resultatet av studien visar på att ett optimerat köpflöde kan åstadkommas genom att ta fram gränssnittsmönster som är baserade på användaren samt deras behov och önskemål i den aktuella kontexten. För att uppnå ett upplevt flöde på en e-handel krävs att användaren inte avbryts i sin koncentration, som orsakas av att gränssnittet inte är tydligt för användaren. Detta i sin tur är en direkt påverkan på köpintentionen. Studien resulterade i ett gränssnitt som kunde påvisa en mätbar ökning av kundtillfredsställelse, vilket besvarade frågeställningen. / As society is becoming more digitalized and web-based, companies increasingly understand the importance of user-friendliness. From a user’s perspective they are looking for amenities and have higher expectations with their digital experience. The purpose of this study was to develop knowledge and understanding of how factors in user experience can influence the purchase intention within a purchase flow, and whether this can result in increased customer satisfaction in e-commerce. Furthermore, the purpose was to empirically demonstrate how interface designs can favor a purchase intention and thus create increased customer satisfaction. In addition to acquiring the more substantial knowledge about this area, the study also aimed to develop an interface that made it possible to demonstrate the results of the study.   To answer the research question, a qualitative and a quantitative survey was conducted with two sample groups. In addition to data collection, a literature study was also conducted with the aim of presenting relevant research within the area. The IS Success model theory has been used in the study where the six factors that measure the performance of information systems have been used and analyzed. It was shown that information quality, system quality, and service quality affect user’s objectives and customer satisfaction. This, in turn, affects the benefits of the system, which affects customer satisfaction and whether the experience is positive or negative. If the site offers quality in the form of the aforementioned variables, then it can result in a perceived flow which in turn leads to a satisfactory experience. Good system utility and user experience can contribute to the user experiencing a flow which may result in a purchase intention. The results of the study showed that an optimized purchase flow can be achieved by developing user-based interface patterns as well as their needs and desires in the current context.   To achieve a perceived flow in an e-commerce, the user must not be interrupted to help maintain their concentration, which is disrupted if the interface is not clear to the user. This in turn has a direct impact on the purchase intention. The study resulted in an interface that proves a measurable increase in customer satisfaction, which ultimately answered the hypothesis.

Online shopping has gained more and more popularity over the years, naturally, leading to an increase in the number of e-commerce websites. From a variety of websites users can choose the one that best suits their needs depending on different factors, such as information or easy navigation. E-commerce websites have the aim to sell, thus besides providing information and easy navigation other strategies such as persuasion are implemented on the website to increase its selling performance. Some of the well-known persuasive design factors and how they influence user’s purchase behaviour will be discussed in this study. The purpose of this thesis is to investigate the effects of persuasive design factors on purchase intention, as well as to assess the effect of the need for cognition as a user condition on the relationship. Based on the literature review, a theoretical framework is proposed to accomplish the aim of the thesis. For the empirical evidence, a quantitative approach was taken, with the help of two online questionnaires (one with persuasive factors and one without persuasive factors). A non-probability convenience sampling approach was used for gathering data. The results of the study provide evidence that using persuasive design factors on an e-commerce website can increase the likelihood of purchase intention. The findings do not conclude the mediating role of attitude towards using the website, yet a relationship between attitude and purchase intention was found. The moderating effect of need for cognition was not established.

Forskningsfrågor: Vilka faktorer påverkar köpintentioner hos konsumenter vid användning av celebrity endorsement? Vilken av de faktorerna har störst påverkan på konsumenternas köpintentioner? Syfte: Syftet med studien är att undersöka vilka faktorer som har en påverkan på konsumenters köpintentioner till företag vid användning av celebrity endorsement. Studien ämnar att analysera vilken av faktorerna som har större påverkan på köpintentioner.   Metod: Studien baseras på en kvantitativ forskningsmetod och primärdata har samlats in via en webbaserad enkätundersökning. Undersökningen resulterade i 273 svar varav 216 godkända svar. Utifrån en systematisk litteratursökning skapades en teorimodell med tillhörande hypoteser. Resultatet från undersökningen analyserades med hjälp av programmet IBM SPSS-Statistics. En korrelations- och regressionsanalys genomfördes för att få fram eventuella samband.  Slutsats: Resultatet visade att faktorerna, kändisens attraktivitet, förtroende för kändisen samt kändisens förtrogenhet har en påverkan på konsumenters köpintention vid användning av celebrity endorsement. Den faktor som har störst påverkan på köpintentionen är kändisens attraktivitet. Faktorn publicitet kring kändisen visade inga signifikanta eller starka samband till köpintention och det kunde därför inte konstateras om det har en påverkan på köpintentionen. / Research questions: Which factors affect consumers purchase intentions when using celebrity endorsement?  Which of the factors has the greatest impact on the customers purchase intentions? Purpose: The purpose of this study is to examine which factors have an impact on consumers purchase intentions when companies are using celebrity endorsement. The study intends to analyze which factor that has the largest impact on purchase intentions. Method: The study is based on a quantitative research strategy were the primary data has been collected via a web-based survey. The survey got 273 answers and resulted in 216 approved answers. Based on a systematic literature review a theoretical model was created with associated hypotheses. The result from the study was analyzed with the program IBM SPSS-Statistics. A correlation- and regression analysis was made to discover eventual relations. Conclusion: The result showed that the factors; celebrities’ attractiveness, trust in the celebrity, and celebrities’ familiarity have an impact on consumers' purchase intent when using celebrity endorsement. The attractiveness of the celebrity is the factor with the largest impact on purchase intention. The publicity of the celebrity did not show any significant relation to consumers' purchase intention.