The purpose of this thesis has been to investigate the phenomenon of shopping-hauls from a consumer perspective. Along with exploring ifconsumers’ purchasing behavior is affected by shopping-hauls, the aim is to provide insights into the phenomenon and how it affects consumers. In particular, the study aspires to understand whether consumers perceive shopping-hauls as a possible substitute for the need for touch. If so, shopping-hauls could be used to decrease uncertainty online. This thesis was conducted using a qualitative research method, with semi-structured interviews. The respondents in the interviews were consumers living in Sweden with knowledge of shopping-hauls. Twenty-five consumers participated in the interviews for the thesis, and they are all anonymous. The thesis has followed an inductive research approach to gain deeper understanding of the phenomena of shopping-hauls and receive new insights based on the respondents’ experiences. The literature review in this thesis includes theories about influencer marketing, sensory marketing, and online consumer behavior. Furthermore, the conceptual framework demonstrates the relationship between the mentioned theories. The empirical results of the thesis highlights challenges and opportunities which might occur when consumers make purchases online, as well as provides insights into how shopping-hauls are perceived by consumers. Based on these results, we created a three-step model for developing a strategy where shopping-hauls are used to reduce the consumer’s uncertainty when shopping online. The three steps are: Selection of influencer, identify the consumer, and evaluation.

Title: A qualitative study within retail of self-identity and cultural ideals impact on Swedish females within Generation Z’s purchase behaviour Authors: Cecilia Menninge & Julia Bengtsson Institution: Linnaeus University, School of Business and Economics. Program: Detaljhandel and Service Management (180hp), Customer Experience Management (180 hp) Course: 2FE67E Supervisor: MaxMikael Wilde Björling  Examiner: Miralem Helmefalk Purpose: The purpose of this study is to, through interpretation and analysis of females within Gen Z, create knowledge and understanding of how self-identity and cultural ideals affect purchase behaviour Method: An interview study that addresses the topic of identity and cultural ideals impact on purchase behaviour. The study was conducted with a deductive approach and a qualitative method Conclusions: There is a versatile relationship between identity and Swedish females purchase behaviour in fashion. Self-image affects their purchase behaviour as Swedish females are highly conscious of their appearance. Swedish females in Generation Z follows the peripheral route in the Elaboration likelihood model.

Background:  Distinguishing from competitors nowadays turns out to be more difficult as mass communication is a topical issue. Not only, but also in the fashion industry, sustainability is an upcoming topic, especially since this industry is deemed to be the second most polluting worldwide and strives for a change in consumerism. Particularly, millennials are perceived to be the generation being most aware of sustainable alternatives and aspire to protect the environment. Green Marketing is applied to thus promote green processes, products and the like to several customer segments.  Purpose:        The purpose of this thesis is to qualitatively explore the impact of green marketing on the purchase behavior of European female millennials in the fashion industry. Method:         The method chosen for this study were online focus groups with female informants from several European countries. Five online focus groups with a total of 31 informants were conducted. The qualitative study is based on an inductive and interpretivist approach. Due to the existence of known models, individual deductive elements were included for data collection. Finally, a theoretical framework was created. Conclusion:        The results show that green marketing is perceived in a diversified way. Positively, green marketing is creating awareness towards considering sustainable fashion and a possible future change in the purchasing behavior. Negatively it is said, that green marketing is often associated with greenwashing and dishonest pursuits of the companies. Due to sustainability becoming more important and popular, green marketing is also related to a trend in marketing to keep up with competitors. However, green marketing in this study was found out to have no significant impact on the purchase behavior. Overall, the impact of green marketing depends strongly on the knowledge level of the informants in this study. It is noteworthy, that informants with basic knowledge are most likely to be influenced by GM

This research project had a purpose to discuss the impact of Brand Image on Consumer Purchase Behavior. For retailers brand image are the key factors that help them to engage with customers and influence their buying behaviors. The concept of the brand image draws vital attention from the practitioners as it plays a significant role in marketing activities. In this study concept of brand image and customers purchasing behaviors had been discussed and based on the theory and model of brand image this study has reviewed extant studies about brand image impacts on the customers from the perspective of customer’s equity. This research had also pointed out the relationship between brand image and brand equity and the relationship between brand image and consumer purchase behavior. Additionally, the research problem had been stated while implementing the research finding. This research design had been utilizing by the inductive approach in order to quantify the findings and discussion. Additionally, the research methodology had been discussed. For collecting secondary & primary data and survey method had been used in this study. Qualitative data analysis and quantitative data collection both techniques had been used.  Finding and discussion were about Impact of Brand Image on Consumer Purchase Behavior in Lidl, Sweden has mentioned were, brand image factors and how it helps the company to influence customers purchasing behavior has been discussing. Besides, the impact of Lidl brand image on their customer’s had been analyzed and the different campaigns, promotional and marketing strategy used by Lidl to strengthen their brand image had been discussed in the current research. The trend, which had been found that company, is focusing on innovation their products with Eco-friendly products to maintain sustainability.  From this research it had been concluded that, brand image plays an important role in the Lidl to influence the customers purchasing behavior. It had been found that, the company has focus on strengthen the brand image for which they have adopted social media campaigns, environment friendly products in order to satisfy the customers by providing high quality product to influence their buying behavior. Additionally, the past experience of customers from previous purchase and LIDL products high quality in nature has significantly impact on customers purchasing behavior. Additionally, LIDL responsibility towards environment, their investment in advertisement, strong brand name in Sweden influences the purchasing behavior of customers. According to the future scope, in the survey, more sampling size would be selected to get a more accurate outcome from the research. Furthermore, an Interview would be taken to get the more effective outcome of the research

This study aims to explore the impact of COVID-19 on consumer buying behavior and shifts in retail business models within the Kingdom of Saudi Arabia, in response to the challenges introduced by the pandemic. The study had several objectives, including examining the global impact of the pandemic on retail consumers, analyzing variations in the effect on luxury and essential products, investigating the strategies employed by physical store retailers to address the consequences of COVID-19, and providing recommendations for retailers to operate sustainably in the future. To achieve these objectives, the study utilized a mixed-methods approach, integrating quantitative and qualitative research. Data was collected from 180 consumer respondents via a quantitative survey questionnaire and from eight retailers through one-on-one interviews. Reliability analysis was conducted using Cronbach's Alpha. Subsequently, the data was evaluated through frequency and cross-tabulation methods, while interview transcripts served to corroborate and contrast the quantitative findings. The study revealed that the COVID-19 pandemic significantly altered consumer shopping patterns. There was a heightened demand for groceries, essentials, health and hygiene products, while non-essentials and luxury items experienced reduced demand. Consumers showed a preference for online retail platforms over traditional brick-and-mortar stores. Based on these findings, Saudi Arabian retailers are advised to exploit a hybrid model, blending online and physical stores in the post-COVID period, and to establish multiple online sales touchpoints. Luxury retailers, in particular, are encouraged to diversify their portfolio range to include value-for-money options, leverage social media marketing to promote their offerings and improve consumer perceptions around online purchasing, specifically in delivery and return policies.

Yes / This research provides a comprehensive delineation of the process that leads to the formation of green behavior by including the role played by media and attitude towards environment-friendly packaging, along with ecological concern and perceived consumer effectiveness. The study offers a parsimonious framework that measures the major antecedents of environmental attitude divided into inward and outward orientation. Moreover, it also measures the effects of these environmental attitudes and attitude towards green packaging on green purchase intention. A total of 308 usable questionnaires were obtained from Indian consumers and data analysis was conducted using confirmatory factor analysis and structural equation modeling. The results show that inward environmental attitude and attitude towards green packaging play a pivotal role in shaping green purchase intention. Surprisingly, outward environmental attitude was found to be non-significant. Findings offer implications for marketing managers and public policy makers, as well as reveal fruitful avenues for further research.

Motor vehicle crashes are the leading cause of unintentional injury-related death among children ages 14 and under and of these children who were fatally injured more that 60 % were not using safety restraints at the time of the collision. Children who are too large for child safety seats are often restrained improperly or not at all. In addition, many children are being shifted from child safety seats to adult safety belts prematurely. For proper protection, children who have outgrown child safety seats require booster seats combined with vehicle lap/shoulder belts. A booster seat raises a child up so that the lap and shoulder belts fit properly. The current research went through a systematic approach, from several perspectives, to develop an effective pamphlet to increase behavioral compliance of purchasing a booster seat. The pamphlet developed throughout these studies had a substantial and positive effect on intention and perceived control as well as a meaningful and substantial impact on actual purchase behavior. In addition, the associated guidelines that were developed allow others to produce effective printed educational materials. This research consisted of five studies described below. Study 1 consisted of 43 subject matter experts who were used to determine pertinent information that should be included in a complete booster seat pamphlet. Nine of the 20 items showed significance and were included in the first iteration of the pamphlet. Study 2 consisted of 5 parents of children who should be in booster seats and were not at the time of the study, evaluated the usability of the first iteration pamphlet. A total of 18 items were changed in the pamphlet and a subsequent second iteration of the pamphlet was developed. Study 3 consisted of 30 parents of children who should be in booster seats and were not at the time of the study, were used to assess the comprehensibility (Cloze test), hazard-risk judgments (carefulness ratings), and understandability (questionnaire) of three booster seat pamphlets. Significance was found for the second iteration pamphlet in both comprehensibility and understandability, but no significance was found in risk perception. Study 4 consisted of 8 human factors graduate students who were used to assess the reading level (SMOG test), instructional design and inclusion of learning principles (BIDS-3 test), and readability (RAINS test) of three booster seat pamphlets. The second iteration pamphlet and two existing industry pamphlets were used in Studies 3 and 4 and significance was found for the second iteration pamphlet in both instructional design and learning principles as well as readability and was the only pamphlet to have a reading level under 8th grade. Subsequent to these studies a third iteration of the new pamphlet was developed. Study 5 consisted of 45 parents of children who should be in booster seats and were not at the time of the study. Three booster seat pamphlets, two from the child passenger safety industry and the third iteration pamphlet were used as treatments (15 participants per group). Effectiveness of the intervention was tested by assessing three variables, intent to purchase (revealed that when intent was high purchase was high), perceived control of purchasing (revealed that when perceived control was high purchase was high), and actual purchase behavior (third iteration pamphlet showed a significantly higher purchase rate than the industry pamphlets). Of the 19 participants who purchased a booster seat, there were 12 (63%) in the third iteration pamphlet group, 2 (11%) in the alternate 1 pamphlet group, and 5 (26%) in the alternate 2 pamphlet group, and 100% of those who purchased, reported that they use them each time their child rides in a vehicle. This research increased our understanding of information design and well as generating general design guidelines for pamphlets. In addition, this research produced a pamphlet for credible sources to use as an education tool for parents who have children who should be in booster seats and are not placed in them when riding in a vehicle. / Ph. D.

Motor vehicle crashes remain a leading cause of death and injury for US children, despite improved crashworthiness of vehicles and effective restraint systems for children of all ages. Children who are too large for child safety seats (a child restraint system for children from birth to 4 years old) are often restrained improperly or not at all. These children should be restrained in a booster seat which is a type of child safety seat designed for children who have out grown their convertible seat and are not large enough to fit properly in an adult seat belt. For this reason, the use and correct use of occupant protection for 4-9 year old children in particular needs to be addressed. For proper restraint, children who have outgrown child safety seats require booster seats used with vehicle lap/shoulder belts. This present study attempted to determine if raising risk perception and/or lowering cost of compliance would influence more parents to purchase booster seats for their children who should be restrained in them. A field study with 128 participants with four treatment groups was conducted to test the following two hypotheses. 1) Informational pamphlets and dollars off coupons will reduce compliance cost and thereby induce the purchase of booster seats, 2) informational pamphlets will increase risk perception. Of the 128 participants, 37 (from various treatment groups) purchased booster seats, and 100% of those who purchased, reported that they use them each time their child rides in a vehicle. Unlike previous studies on risk perception of consumers, this study went beyond post measures of attitude change and assessed actual purchase behavior through self-reports from the participants. In so doing, this study was able to draw inferences about the effects of the interventions on purchase behavior. The analyses indicated that intervention of any kind was more effective than no intervention in influencing the purchase of a booster seat. Thus, the intervention encouraged adoption of a safety product. This study hopes to achieve a change in people's perception of booster seats regarding the safety of children in vehicles. In addition, possibly influencing future legislation regarding child passenger safety. / Master of Science

Syfte: Syftet med denna studie är att undersöka hur existerande NSD-teori kan bidra till förståelse av kundinvolvering av sällanköpsvaror i säljande organisationer. Metod: Vid genomförandet av denna studie har en kvantitativ forskningsmetod tillämpats med ett deduktivt tillvägagångsätt. Den empiriska undersökningen genomfördes via en webbaserad enkätundersökning som sändes ut till 598 franchisetagare och kontorschefer inom fem av de åtta största fastighetsmäklarföretagen i Sverige. Erhållen data analyserades därefter med hjälp av statistikprogrammet SPSS där en faktoranalys, klusteranalys samt korrelationsanalys genomfördes. Resultat & Analys: Vi kan konstatera att det finns både en positiv och en negativ syn till att arbeta och ta fram tjänster i samspel med kunden. Studiens resultat visar dock på att majoriteten innehar en positiv inställning till detta tillvägagångssätt och att detta skulle generera fördelar för företaget. Resultatet visar på både skillnader och likheter jämfört med tidigare befintliga modeller inom NSD och vi kan konstatera att fastighetsmäklarbranschen inte följer NSDmodellen likande andra tjänsteföretag men att den till viss del är applicerbar även inom denna bransch. Uppsatsens bidrag: Denna uppsats ger ett bidrag till fastighetsmäklarbranschen genom att indikera på betydelsen av att involvera kunden i tjänsten samt i utvecklingen av dessa och visar på att det finns en positiv syn till detta. Resultatet pekar på att kundinvolvering skulle generera fördelar för företag inom denna typ av bransch. Det teoretiska bidraget visar dock på att existerande NSD-modeller bör modifieras för tillämpning inom branscher med sällanköpsvaror i säljande organisationer. I och med att tidigare forskning inom NSD inte visar på skillnader mellan olika branscher med olika kundstruktur pekar detta på att vår studie utgör ett bidrag till forskningsdiskursen. Förslag till vidare forskning: Då vi fann att det finns en positiv syn till kundinvolvering hos chefer inom fastighetsmäklarbranschen skulle det vara intressant att genomföra studien ur ett omvänt perspektiv och då istället undersöka hur kunder ser på att involveras i tjänstens utveckling. Med anledning av att studien berör en bransch med engångskunder skulle det dessutom vara intressant att undersöka om befintliga NSD-modeller överensstämmer i en bransch med en annan kundstruktur. Vi tror att resultatet med sannolikhet skulle bli annorlunda i en sådan studie. Med anledning av att detta är en övergripande studie inom fastighetmäklarbranschen skulle det dessutom vara intressant att genomföra en mer djupgående och detaljerad undersökning

The aim of this thesis is to write a business plan and a marketing strategy for a company which is active in sales of wine. So the aim is to determine missions, visions and goals of the company. The business plan should also show if it is financially feasible. The thesis contains the competition and the consumer analysis, which are important for drawing up the business plan and the marketing strategy. The marketing strategy is based on the marketing mix. The main requirement is to make the business plan usable in practise. This practical part is completed by theoretical part which is focused on the method of writing a business plan, the planning stage of the marketing strategy and purchase behavior of consumers.