Organisations both locally and internationally spend large portions of their marketing budgets on sponsorship opportunities in order to achieve organisational and marketing objectives. The Springboks are in partnership with an assortment of sponsors, from main sponsors to associate sponsors to official suppliers, all with their own objectives to achieve through their affiliation with the Springboks. Although sponsorship is a rapidly growing marketing communication medium, there seems to be uncertainty about aspects related to its impact and effectiveness. The primary objective of the study was to explore the influence that the sponsorship of the Springboks has on the consumer’s decision to purchase the sponsor products within the Tshwane area. The study was an exploratory study and made use of qualitative data collection tools such as naïve sketches and focus group interviews to obtain primary data. The collected data was analysed by means of content analysis. Various variables that impact on the consumer’s final decision to purchase products can be identified and the literature states that limited knowledge exists regarding the influence of integrated marketing communication (IMC) tools on each stage of the consumer decision-making process. Psychological processes that make up consumer behaviour may be impacted by the effects of IMC and acting further to induce a specific decision from the consumer. This study provides knowledge regarding the influence of sponsorship on consumer behaviour. It was found that sponsorship can contribute to increased awareness of sponsors and that it contributes to positive attitudes maintained within the minds of the consumers. As a result of positive attitudes and increased awareness, participants mentioned that they may consider sponsor brands as alternatives in their decision-making process. The final decision to purchase sponsor brands, as indicated by participants, is not dependent on the sponsorship of the Springboks. / Business Management / M. Com. (Business Management)

Submitted by Paulo Junior (paulo.jr@fgv.br) on 2010-11-24T18:14:48Z No. of bitstreams: 1 SANDRA AMOYR.pdf: 1334158 bytes, checksum: 01b99073a93c9eea61b63425ff774221 (MD5) / Approved for entry into archive by Paulo Junior(paulo.jr@fgv.br) on 2010-11-24T18:15:07Z (GMT) No. of bitstreams: 1 SANDRA AMOYR.pdf: 1334158 bytes, checksum: 01b99073a93c9eea61b63425ff774221 (MD5) / Made available in DSpace on 2011-02-17T13:27:20Z (GMT). No. of bitstreams: 1 SANDRA AMOYR.pdf: 1334158 bytes, checksum: 01b99073a93c9eea61b63425ff774221 (MD5) Previous issue date: 2010-08-31 / This research investigates the influence of service quality on purchase decision in the mobile phone retail market, as well as a relationship between the consumer’s previous knowledge of mobile services and the importance of salesmen help during the sales encounter. In order to achieve that, a survey was conducted in Rio de Janeiro city using mobile phone retail stores as its research locus. Among other factors, the survey measured consumer’s previous knowledge of mobile services, consumer satisfaction, the importance attributed to salesperson’s help during the sales encounter and the intent to purchase. The quantitative phase was preceded by a qualitative one, in order to acknowledge which were the consumer’s most used attributes to measure service quality. As a result, it was found, in agreement with other previous studies, that service quality positively impacted on purchase decision. The results and both the academic and managerial implications are discussed in this work. Finally, suggestions of future studies are provided alongside the analysis. / Neste estudo verifica-se a influência da qualidade do atendimento na decisão de compra de planos pós-pagos de telefonia móvel celular, bem como a existência de uma correlação entre o grau de conhecimento que o consumidor já possui sobre o serviço antes de adquiri-lo e a importância atribuída ao auxílio do vendedor no momento da compra. Para tanto, foi realizada uma pesquisa com pessoas que adquiriram planos pós-pagos nas lojas de uma operadora de telefonia móvel na cidade do Rio de Janeiro, por meio da qual foram analisados: o grau de conhecimento prévio dos compradores sobre os serviços, o grau de satisfação com o atendimento, a importância atribuída ao auxílio do vendedor para a tomada de decisão de compra, entre outros indicadores. A etapa quantitativa foi precedida de uma fase qualitativa, a fim de levantar os atributos considerados importantes pelos clientes para medir a qualidade de atendimento e, com base neles, construídos os questionários que, depois de aplicados e analisados, resultaram na constatação de uma correlação positiva entre a percepção de qualidade no atendimento e a decisão de compra. Os resultados são discutidos, bem como as implicações acadêmicas e gerenciais.

The theoretical section attempts to explain shoppers? behaviour in defining the terms of consuming and buying. The marketing research focused on customers planning of purchases or factors affecting the purchases without a plan and attempted to look at different groups of customers.

Submitted by Janete Hee Youn Jhun (janetejhun@gmail.com) on 2018-08-20T20:09:14Z No. of bitstreams: 1 DissertaçãoMPE_JaneteJhun_v57.pdf: 959094 bytes, checksum: c3f67676a5bc2bb2e69b3f6dad91600e (MD5) / Rejected by Thais Oliveira (thais.oliveira@fgv.br), reason: Prezada Janete, boa tarde. Para que possamos aprovar seu trabalho, serão necessárias as seguintes alterações: - Na capa, o nome da Escola não pode obter as Siglas. em cima vem "FUNDAÇÃO GETULIO VARGAS" (SEM o acento) e abaixo "ESCOLA DE ECONOMIA DE SÃO PAULO"; - No local e Ano (São Paulo 2018) não pode informar o mês, somente local e ano.(contém na capa e contracapa); - Na contracapa, o Orientador deve estar abaixo do campo de conhecimento, na mesma direção; - A contagem de páginas deve ser feita a partir da capa, mas aparece somente a partir da Introdução. Por gentileza, alterar e submeter novamente. Thais Oliveira mestradoprofissional@fgv.br/ 3799-7764 on 2018-08-20T20:50:13Z (GMT) / Submitted by Janete Hee Youn Jhun (janetejhun@gmail.com) on 2018-08-20T23:50:44Z No. of bitstreams: 2 DissertaçãoMPE_JaneteJhun_v57.pdf: 959094 bytes, checksum: c3f67676a5bc2bb2e69b3f6dad91600e (MD5) DissertaçãoMPE_JaneteJhun_v58.pdf: 959148 bytes, checksum: 96bd3faf6814ea9f4648caa38bc12f39 (MD5) / Rejected by Thais Oliveira (thais.oliveira@fgv.br), reason: Boa noite, Janete, A contagem de páginas começa na capa, mas deve ficar visível A PARTIR da Introdução. Por gentileza, alterar e submeter novamente, SOMENTE O ARQUIVO CORRETO, não podemos aprovar mais de um arquivo. Obrigada. on 2018-08-21T23:48:19Z (GMT) / Submitted by Janete Hee Youn Jhun (janetejhun@gmail.com) on 2018-08-22T19:38:31Z No. of bitstreams: 1 DissertaçãoMPE_JaneteJhun_v59.pdf: 959783 bytes, checksum: 3674a885472bc28a29c29a686ad9dfda (MD5) / Approved for entry into archive by Thais Oliveira (thais.oliveira@fgv.br) on 2018-08-22T20:14:09Z (GMT) No. of bitstreams: 1 DissertaçãoMPE_JaneteJhun_v59.pdf: 959783 bytes, checksum: 3674a885472bc28a29c29a686ad9dfda (MD5) / Approved for entry into archive by Suzane Guimarães (suzane.guimaraes@fgv.br) on 2018-08-23T12:23:22Z (GMT) No. of bitstreams: 1 DissertaçãoMPE_JaneteJhun_v59.pdf: 959783 bytes, checksum: 3674a885472bc28a29c29a686ad9dfda (MD5) / Made available in DSpace on 2018-08-23T12:23:22Z (GMT). No. of bitstreams: 1 DissertaçãoMPE_JaneteJhun_v59.pdf: 959783 bytes, checksum: 3674a885472bc28a29c29a686ad9dfda (MD5) Previous issue date: 2018-08-10 / Price promotions are a ubiquitous practice in the retail market and often consumers are overwhelmed by the variety of price schemes. Using a natural field experiment with a jewelry store, the present study tested the price framing effect and customer experience in purchase decision. The price framing effect was tested using three similar products offered alongside one another: 1 control with the regular price, 2 treatments designed to provide a positive transaction utility and price-quality perception - their prices were initially raised and then proportional discounts (10% and 20%) were applied, so that the final prices of all products amounted to be the same. The effect of customer experience was observed measuring the sales of two customers groups with different experience levels: retail customers (less experienced consumers) and wholesale customers (more experienced since they work as resellers). However, the hypotheses of the study were not confirmed, since the products treated with the price framing effect presented regression coefficients with low statistical significance, for both retail and wholesale customers. Considering that the experiment manipulated both price and discount, current literature on the subject indicates that the effects of quality perception that both present ended up conjoint and led to a null result. Some possible avenues to isolate these effects, as well as other lessons learned in the experiment, are discussed for future research. / Promoções de preço são práticas onipresentes no mercado varejista e frequentemente os consumidores se sentem sobrecarregados com a variedade de esquemas de preço. Através de um experimento de campo natural com uma loja de semi-joias, o presente estudo testou o efeito do framing de preço e experiência do cliente na decisão de compra. O efeito do framing de preço foi testado através de três produtos similares oferecidos um ao lado do outro: 1 controle com o preço regular, 2 tratamentos desenhados para prover uma utilidade transacional e percepção de qualidade positivas - os seus preços foram aumentados inicialmente e depois descontos proporcionais (10% e 20%) foram aplicados, chegando ao mesmo preço final. O efeito da experiência do cliente foi observado com a mensuração das vendas de dois grupos de clientes com diferentes níveis de experiência: clientes de varejo (consumidores menos experientes) e clientes de atacado (mais experientes pois atuam como revendedores). No entanto, as hipóteses do estudo não foram confirmadas, dado que os produtos tratados com o efeito de framing de preço apresentaram coeficientes de regressão com baixa significância estatística, para ambos os clientes de varejo e atacado. Considerando que o experimento manipulou tanto preço como desconto, a literatura atual sobre o tema indica que os efeitos de qualidade percebida que ambos apresentam acabaram se conjugando e podem ter levado a um resultado nulo. Alguns caminhos possíveis para isolar estes efeitos, bem como outras lições aprendidas no experimento, são discutidos para pesquisa futura.

隨著資訊時代來臨、社群媒體普及，現今的消費者有能力從網路尋找多元的資訊進行購買決策，消費者也能互相交換資訊。YouTube的時尚美妝影片數量多、內容豐富，消費者在尋找產品或使用教學的影片時，會將其作為搜尋來源之一，並相信這些內容不具商業利益，客觀且公正。 美妝YouTuber樂於創作影音內容，分享產品資訊、購物經驗、和生活事物等議題，進而培養出一群訂閱的觀眾，成為具社群影響力的網路名人；然而這些YouTuber如何影響消費者、為何能吸引特定族群的消費者，目前國內外相關的研究仍十分稀少。 本研究以美妝影音部落格和美妝消費者為研究對象，探討「美妝消費者的購買決策過程，及其如何受到YouTuber之影響」，採用質性的網路民族誌 (netnography) 作為研究方法，先搜集三個YouTube熱門美妝頻道的網路資料，參與留言區的討論，再訪談十六位千禧世代的美妝消費者。本研究發現：一、創作者和觀看者透過YouTube凝聚成美妝「社群」；二、美妝YouTuber具備「發起者」和「影響者」的角色；三、美妝消費者的行為和態度可能受到人氣YouTuber影響。 / Nowadays, consumers search information about products, prices and distribution on the Internet before their purchase decisions so that social media has radically changed the communication landscape. Consumers are able to share their purchase experiences online and interact with other users. More and more users are using YouTube as a search engine as well as looking for makeup tips, tutorials, and product recommendations because consumers would believe these user-generated contents are reliable and trustable. The aim of this research is to explore how YouTubers of beauty industry in Taiwan, have influenced their viewers and to what extent this influence on the purchase decision process. This study uses a qualitative approach ‘netnography’ as the main research methods to collect data. Three YouTube beauty channels were observed and participated; additionally, 16 in-depth interviews with millennial consumers were conducted. The research finds out that YouTube beauty channels can be seen as communities where relationships between YouTubers and viewers is formed. YouTubers are the initiator and influncer on the purchase decision journey. The study also found that the popularity of YouTuber may affect consumers’ behaviors and attitudes.

The aim of this thesis is to analyse the consumer's purchase decision-making process at the market of the summer vacations and capture current trends of buying summer vacation in the Czech market. The first two chapters are devoted to basic definitions and approaches, serving to understanding consumer behaviour, description of the marketing mix of tourism and the factors affecting the buying decision of the individual. Next part of the thesis examines different phases of the purchase decision-making process by using secondary data. The fourth chapter briefly describes the tourism market in the Czech Republic, its entities and services overview of tourism. The final part is devoted to the analysis of a questionnaire survey carried out by me and the acquired results. My own research is supported by data from Market -- Media -- Lifestyle (MML). The end of the work is composed of the result summary and conclusion of the investigation and it shows clear process of buying summer vacation on the basis of available data.

This thesis analyzes Czech cosmetic company Dermacol in the on-line environment. The crucial goal was to give a compact overview of Dermacol's on-line activities and propose their possible improvement. The theoretical part describes and contrasts the purchase decision process in a traditional store and on the internet. Furthemore, it depicts the evolution of the internet and e-commerce in the Czech Republic. In the next part the situation on the market with decorative cosmetics and Dermacol's position on it is analyzed. Crucial part is dedicated to the on-line tools which are used by Dermacol for its presentation, communication and sale. The recommendations and possible proposals for improvement follow. In the end the thesis deals with a research whose goal was to find out the attitude of the Czech consumers towards decorative cosmetics. Moreover, the research examined the awareness about Dermacol's web and e-hop and the willingness of the Czech women to buy decorative cosmetics via internet.

Este trabajo de investigación se realizó con el objetivo de definir si existe relación de las promociones, valor percibido, plaza, responsabilidad social y redes sociales de las tiendas de conveniencia con la decisión de compra del consumidor del sector 7 en la ciudad de lima. El procedimiento desarrollado se basó en la investigación cualitativa y cuantitativa, utilizando el muestreo no probabilístico por conveniencia. En la investigación cualitativa se realizaron entrevistas a tres expertos para conocer las estrategias del rubro y obtener información relevante para cada objetivo planteado del trabajo. En cuanto a la investigación cuantitativa, se llevaron a cabo 388 encuestas, de los cuales fueron 197 hombres y 191 mujeres, a los usuarios entre 18 a 55 años (18-21 años: 40 personas, 22-25 años: 112 personas, 26-29 años: 77 personas, 30-35 años: 67 personas, 36-45 años: 58 personas, 46-55 años: 34 personas) del sector 7 de Lima (Santiago de Surco: 105 personas, San Borja: 63 personas, La Molina: 105 personas, Miraflores: 63 personas, San Isidro: 52 personas) que realizan compras en tiendas de conveniencia, con el fin de conocer sus opiniones para analizar si existe relación entre las variables de estudio. / This research was focused with the objective of defining the relationship of promotions, perceived vuale, place, social responsibility and social networks of convenience stores in the purchase decision of the consumer of sector 7 in the city of Lima. The process developed was based on qualitative and quantitative research, using non-probability quota sampling. In the qualitative research, interviews were conducted with three experts to find out the strategies of the sector and obtain relevant information for each objective of the research. Regarding the quantitative research, 388 surveys were carried out, of which 194 were men and 194 were women, users between 18 and 55 years old (18-25 years old: 80 people, 26-33 years old: 80 people, 34 -40 years: 80 people, 41-48 years: 80 people, 49-55 years: 68 people) of sector 7 of Lima (Santiago de Surco: 78 people, San Borja: 78 people, La Molina: 78 people, Miraflores: 78 people, San Isidro: 76 people) who make purchases in convenience stores, in order to know their opinions to analyze if there is a relationship between the variables under study. / Tesis

La presente investigación tiene como objetivo principal determinar si existe relación entre la reciprocidad de la comunidad, la distancia social afectiva, y la receptividad de la comunidad en la recomendación online de productos de ropa femenina en las redes sociales de Facebook e Instagram, en las mujeres de 21 a 35 años de edad y que residen en los distritos de Surquillo, Barranco y San Juan de Miraflores en Lima Metropolitana. Para ello, se realizó un estudio con un enfoque mixto, ya que emplea una metodología cuantitativa y cualitativa. Se empleó un estudio descriptivo y correlacional para determinar la relación entre las variables (reciprocidad de la comunidad, distancia social afectiva, receptividad de la comunidad y recomendación de productos) y para determinar un patrón predecible en nuestro segmento de interés. Asimismo, se realizó una entrevista a profundidad a una experta en el rubro de la moda para poder validar nuestros objetivos e hipótesis. Se realizaron 4 entrevistas a influencers o bloggers de moda, quienes también cumplen un rol importante en la generación de recomendaciones online, con la finalidad de obtener información relevante sobre nuestro segmento de interés. A su vez, se realizó un análisis factorial confirmatorio con la finalidad de validar la teoría propuesta en el marco teórico. Finalmente, se aplicó una encuesta a una muestra de 382 personas, donde se recabó la información necesaria para realizar el análisis estadístico e inferencial respectivo. / The main objective of this research is to determine if exits or not a relationship between community reciprocity, affective social distance, community receptivity influence, and the online recommendation of women's clothing products on Facebook and Instagram, in women between 21 and 35 years old and who reside in Surquillo, Barranco and San Juan de Miraflores districts in Lima Metropolitana. For this, we made a mixed approach study, since it uses a quantitative and qualitative methodology. A descriptive and correlational study was used to measure the relationship between the variables (community reciprocity, affective social distance, community receptivity, and product recommendation) and it was used to determine a predictable pattern in our segment of interest. Furthermore, we made an in-depth interview that was conducted with an expert from the fashion industry in order to validate our objectives and hypotheses. We made four interviews that were conducted with influencers or fashion bloggers, who also play an important role in generating online recommendations, in order to obtain relevant information about our segment of interest. In turn, a confirmatory factor analysis was performed to validate the theory proposed within theoretical framework. Finally, a survey was applied to a sample of 382 individuals, where the necessary information was collected to carry out the respective statistical and inferential analysis. / Tesis

En los últimos años, las tiendas por conveniencia han tenido un gran crecimiento en la mayoría de los distritos de Lima y dentro de algunas provincias del Perú. Estas han venido posicionándose y ganando una gran parte del mercado peruano. Los centros comerciales y las bodegas tradicionales se han visto afectados por este nuevo tipo de tiendas. El presente estudio tiene por finalidad identificar los principales factores que influyen en la decisión de compra de los clientes de las tiendas por conveniencia en el distrito de Santiago de Surco antes y durante el periodo de inmovilización social del año 2020 empleando el modelo de la Teoría del Comportamiento Planificado (TPB). El documento consta de 4 capítulos: Capítulo 1: se encuentra la introducción. Capítulo 2: se detalla el marco teórico donde están los antecedentes, el estado de la cuestión, los puntos caves de este proyecto y algunos conceptos generales que aportan a la investigación. Capítulo 3: indica el plan de investigación, el cual se refiere al problema principal, las hipótesis y los objetivos planteados para el desarrollo de este trabajo de investigación. Capítulo 4: se explica la metodología del trabajo, las variables, la cobertura de estudio, encuestas y el tamaño de muestra para esta investigación. Capítulo 5: se realiza el desarrollo numérico mediante gráficos y tablas de los softwares correspondientes que comprueban las hipótesis y objetivos de la investigación. Capitulo 6: se encuentran las conclusiones y recomendaciones que arrojan los resultados del presente proyecto. / In recent years, convenience stores have had great growth in most of Lima's districts and many states of Peru. These have been positioning themselves and gaining a large part of the Peruvian market. Shopping malls and traditional wineries have been affected by this new type of store. The purpose of this study is to identify the main factors influencing the purchase decision of convenience store customers in the Santiago de Surco district before and during the period of social immobilization in 2020 using the Theory of Planned Behavior (TPB). The document consists of 4 chapters: Chapter 1: Introduction. Chapter 2: Theoretical framework where the background, the state of the question, the key points of this project and some general concepts that contribute to the research are detailed. Chapter 3: Indicates the research plan, which refers to the main problem, the hypotheses and the objectives set for the development of this research work. Chapter 4: Methodology, variables, study coverage, surveys, and sample size for this research are explained. Chapter 5: Numerical development is carried out by means of graphs and tables of the corresponding software that verify the hypotheses and objectives of the investigation. Chapter 6: Conclusions and recommendations of the results of this project are found. / Tesis