Consumer purchase decisions is a vital process for online fashion retailers to customers. The Corona pandemic has resulted in more people purchasing through the internet and increase online shopping in Bangladesh than ever before. A limited number of studies provide insight into how consumers are influenced to buy fashion products from online specifically through Facebook. In this regard, it is very important for retailers to present their product and services to consumers in an appropriate way for their digital platform. In Bangladesh, consumers are moving towards online and e-commerce fashion as a new trend now than ever before. Therefore, the author found it interesting to research digital marketing influences in consumers purchase decisions. Existing studies about consumer purchase decisions of fashion product has provided a limited understanding of the phenomenon in terms of Bangladesh. However, overall process of making purchase decisions is studied insufficiently. There is insufficient conceptually reasoned during taking decision to buy a fashion product from Facebook. Consumers are facing challenges due to lack of scholarly investigation, practical advice, practice, strategy for making the right purchase decision in Bangladesh, Additionally, it is difficult to make the right choice and make ideal purchase for them through online and e-commerce experiences. The findings of this study will contribute to the understanding and increase knowledge of consumer purchase decisions from online shopping and furthermore, it is also interesting to see how fashion brands use online platforms like Facebook to promote their fashion brands. In addition, this study will provide a brief introduction to the digital marketing, Facebook advertisement targeting specific consumers and marketers. In general, this study will provide guidelines for those who seek to understand, evaluate, and investigate the digital marketing and the factors that influences purchase decisions. At the same time, this study will deliver guidelines for fashion brand managers on Facebook advertisement process and give them a sense of direction on advertisement content selection and the areas that need more focus while using digital marketing on Facebook. To fulfill the purpose of this study, a qualitative method (inductive approach) was chosen to collect and analyze the relevant data. Data collection has been carried out through telephone interviews with five individual experts in fashion product sourcing, production, marketing, quality, logistics and merchandising in Bangladesh. To move with this research, the author will have to code and systemize the raw data and using the codes has made a theme that are relevant and connected with theoretical framework in this study. The findings were interpret using simple terms and general conclusions were drawn. Product quality, communication, review, recommendation, product aesthetics and price are the key influencer to take fashion product purchase decisions. Beside this, an organized Facebook page, Facebook live show, advertisement content also affects purchase decisions. Sometimes, brand value can influence in purchase fashion product.

Den tekniska utvecklingen har bidragit till ett ökat antal kanaler mellan företag och konsumenter. Detta möjliggör för konsumenter att fritt röra sig mellan dessa kanaler för att skapa och forma dess köpupplevelse efter önskat behov. Utvecklingen har bidragit till att konsumenter kan använda både digitala och fysiska kanaler i sin köpbeslutsprocess. Detta har utvecklat omnikanaler, där showrooming är en framväxande konsumtionstrend. Showrooming syftar till situationen då en konsument söker information via en fysisk kanal och sedan genomför köpet genom en digital kanal.  Syftet med denna studie är att förklara hur kundvärdet påverkar kanalvalen i den förlängda köpbeslutsprocessen till att konsumenten utövar showrooming eller aktivt väljer bort showrooming. Kundvärdet definieras i denna studie som en avvägning mellan behovsuppfyllnad och uppstådda kostnader. Showrooming undersöks mestadels utifrån företagens perspektiv, och således bidrar denna studie till ökad kunskap utifrån konsumentens perspektiv. Att förstå detaljhandelsfenomenet utifrån detta perspektiv är av betydelse för företag, eftersom de då ges möjligheten att utforma värdeerbjudanden som medför att konsumenten fortsätter välja deras kanaler.  Studien är genomförd utifrån en kvalitativ design där intervjuer har använts för att få en nyanserad förklaring från konsumenternas perspektiv. Därav gjordes valet att inkludera respondenter med olika erfarenheter, för att erhålla flera perspektiv. Totalt genomfördes 14 intervjuer med respondenter som besatt olika erfarenheter av fenomenet, där tio av dessa vid något tillfälle valt att utöva showrooming. Det var av betydelse att respondenterna skilde sig åt och hade blandade erfarenheter för att belysa det presenterade syftet. Studien identifierade att personliga preferenser är avgörande för de kanalval som tas i köpbeslutsprocessen. Det var tydligt att kundvärde är drivande för respondenternas beslut, där detta avgörs av personliga preferenser. Stegen där konsumenterna väljer kanal är avgörande för eventuellt utövande av showrooming. / The development of technology has led to an increased amount of channels between companies and customers. This enables consumers to move freely across these channels to create and design their purchase experience after desired need. This development has contributed to customers using both digital and physical channels during their purchase decision-making process. This has developed omnichannels, where showrooming is a growing consumption trend. Showrooming refers to the situation where a consumer seeks information through a physical channel, and then completes the purchase through a digital channel. The purpose of this study is to explain how customer value affects the channel choice in the extended purchase decision-making process if the customer decides to practice showrooming or actively deselect it. Customer value is defined as a value trade-off between need fulfillment and emerged costs in this study. Showrooming is mostly investigated from a business perspective, and thus this study contributes with increased knowledge from a consumer perspective. To understand this retail phenomenon from this perspective is of importance for businesses, since they are given the opportunity to create value propositions which entails that the consumer stays within their channels. The study is accomplished through a qualitative design, where interviews have been used to get a nuanced explanation from the consumer perspective. Thereby, the choice was made to include diverse respondents to obtain different perspectives. A total number of 14 interviews were conducted with respondents with different experience of the phenomenon, where ten of these had chosen to perform showrooming at some point. It was of importance that the respondents differed and possessed different experience to receive a nuanced understanding from the presented purpose. The study identified that personal preferences are crucial for the channel choices through the purchase decision-making process. It was clear that customer value was of importance for the respondent’s decisions, where this was determined by personal preferences. The stages where consumers choose a channel is crucial for if showrooming will be practiced or not.

Purpose: The article describes how cross-cultural communication might impact purchase decisions in the fourth stage of the decision-making process. It also examines how cultural value influences the Ghanaian consumer. The results and conclusions aim to help MNEs comprehend Ghanaian culture. Literature review: The reviewed literature discussed cross-cultural communication. Such as Hofstede's cultural aspects and how they affect the purchase decision. The author offered six hypotheses for the research model from the literature review. Methodology: A quantitative research design was used with a deductive research technique. An online questionnaire constructed with Google Forms was used to collect primary data, and it received 154 replies. Descriptive statistics, Cronbach's alpha, and Pearson's correlation were used to analyse the data. Findings: Hofstede's cultural qualities are positively linked to purchase decisions. Indulgence is the most vital link. The correlation research linked buying decisions to Hofstede's cultural characteristics. Positive connections were made. The thesis author analyses empirical data showing that Ghanaians keep to their culture but also follow trends.

The work presented in this study is based on the desire of cutting consumer costs related to purchase of airfare tickets. In detail, the study has investigated whether it is possible to classify optimal purchase decisions for specific flight routes with high accuracy using machine learning models trained with basic data containing only price and search date for a given date of departure. The models were based on Random Forest Classifier and trained on search data up to 90 days ahead of every leave date in July 2016-2018, and tested on the same kind of data for 2019. After preparation of data and tuning of hyperparameters the final models managed to correctly classify optimal purchase with an accuracy of 88% for the trip Stockholm-Mallorca and 84% for the trip Stockholm-Bangkok. Based on the assumption that the number of searches correlates with demand and in turn actual purchases, the study calculated the average expected savings per ticket using the model on the specific routes to be 21% and 17% respectively. Furthermore, the study has also examined how a business model for price comparison could be reshaped to incorporate these findings. The framework was set up using Business Model Canvas and resulted in the recommendation of implementing a premium service where users would be given the information wether to buy or wait based on a search. / Arbetet presenterat i studien är baserat på målet att sänka konsumentkostnader relaterat till köp av flygresor. Mer specifikt har studien undersökt huruvida det är möjligt att predicera optimala köpbeslut för specifika flygrutter med hjälp av maskininlärningsmodeller tränade på grundläggande data innehållande endast information om pris och sökdatum för varje givet avresedatum. Modellerna baserades på Random Forest Classifier och tränades på sökdata upp till 90 dagar före avresa för varje avresedag i juli 2016–2018, och testades på likadan data för 2019. Efter förberedelse av data och tuning av hyperparametrar lyckades modellerna med en träffsäkerhet på 88% respektive 84% predicera optimalt köp för rutterna Stockholm-Mallorca respektive Stockholm-Bangkok. Baserat på antagande om att antalet sökningar korrelerar med efterfrågan och vidare faktiska köp, beräknade studien att den genomsnittliga förväntade besparingen per biljett vid användning av modeller på de undersökta rutterna till 21% respektive 17%. Vidare undersökte studien hur en affärsmodell för prisjämförelse kan omformas för att inkorporera resultaten. Ramverkat som användes för detta var Business Model Canvas och mynnade ut i en rekommendation av implementering av en premiumtjänst genom vilken användare ges information biljett ska köpas eller ej vid en given sökning.

Yes / The competitive landscape of multiple e-commerce platforms and the vast amount of product reviews associated with these platforms have supported both consumers’ online shopping decision making and also served as a reference for product attribute performance improvement. This paper proposes a sentiment-driven fuzzy cloud multi-criteria model for online product ranking and performance to provide purchase recommendations. In this novel model, Bi-directional Long Short-Term Memory Network-Conditional Random Fields (BiLSTM-CRF), sentiment analysis, and K-means clustering are first integrated to mine product attributes and compute sentiment values based on reviews from various platforms. Next, considering the confidence of the sentiment value, the cloud model is combined with q-rung orthopair fuzzy sets to define the new concept of the q-rung orthopair fuzzy cloud (q-ROFC) and the interaction operational laws between q-ROFCs are given. The sentiment values of each product attribute from different platforms are cross-combined and transformed into a type of q- ROFC, while multiple interactive information matrices are established. To investigate the correlation among homogeneous attributes, the q-ROFC interaction weighted partitioned Maclaurin Symmetric mean operator is proposed. Finally, we provide real-world examples of online mobile phone ranking and attribute performance evaluation. The results show that our proposed method offers significant advantages in dealing with customer purchase decisions for online products and problems with performance direction identification. Managerial implications are discussed.

<p dir="ltr">Extensive tree-cutting operations and prioritization of crop production a century ago caused a significant decline in maple syrup production in Indiana. Today, there is an increasing consumer interest in natural and locally produced food, creating potential for regrowth in the industry. Understanding both production and consumption behaviors is crucial to capitalize on this potential and ensure sustainable sugarbush resources in the state. This thesis comprised two chapters, presenting the findings on consumers and producers, respectively. The first chapter examined the factors influencing consumers' behavior toward maple syrup purchase and satisfaction. Results suggested that suburban residency, education, age, income, and lifestyle factors – such as visiting farmers' markets and purchasing organic food – may influence consumers' attitudes toward purchasing maple syrup. Moreover, consumers who purchase organic food tended to be satisfied with maple syrup and were more likely to recommend it to others. The second chapter explored the factors motivating maple syrup producers to manage their forests and investigated whether crowd-in or crowd-out effects exist among different management practices. I used logistic regressions to identify relationships among the adoption of a variety of forest management practices and a variety of independent variables, using data pooled from two producer surveys conducted in Indiana in 2022 and 2023, respectively. Production as a hobby, owning a sugarbush, and production capacity all positively affected the likelihood of management practice adoption. In addition, crowding-in effects were identified in adopting forest management practices, suggesting that producers were more likely to adopt multiple practices simultaneously. These chapters emphasized the importance of understanding maple syrup consumer socio-demographic characteristics for effective marketing strategies and producer behavior for sustainable production practices to promote industry growth.</p>

En la investigación se buscó evaluar el comportamiento del consumidor en la decisión de compra en SERVIMED Perú 2018. La investigación fue cuantitativa de tipo aplicada y nivel explicativo, además, tuvo un diseño no experimental de corte transversal. Se ha empleado como instrumento de medición los cuestionarios debidamente válidos y aplicados a 248 clientes. La variable Comportamiento del consumidor está conformada por 16 ítems dividida en cuanto dimensiones: Consumerismo internamente/ externamente orientado y consumismo internamente/ externamente orientado. Para la variable Decisión de compra, se tuvo un total de 17 ítems dividido en 5 dimensiones, siendo sus dimensiones reconocimiento de la necesidad (4 ítems); búsqueda de información (7 ítems); evaluación de alternativas (2 ítems); selección de compra (4 ítems) y post compra (3 ítems). Ambos cuestionarios fueron creados por Heberto Priego (2005). Se halló la influencia del comportamiento del consumidor en la decisión de compra.

Children nowadays are exposed to a huge amount of advertisements wherever they go. It appears that children are a very attractive target group because of their ability to influence their parents to buy them preferred products and brands. This Thesis focuses on analysis of children's influence on their parents' purchase decisions. The Thesis consists of 5 chapters. First three parts are theoretical. The introductory chapter deals with the consumer's purchase decision-making process and factors that affect this process. The second part describes family as a special consumer unit which forms individual consumer behaviour. Final theoretical chapter focuses on the child as a specific consumer and customer. In the practical part the reserach is conducted to reveal into what extent children influence their parents about purchase. At the end the recommendations for successful children advertisement are set up.

La presente investigación tiene como objetivo principal determinar los principales factores que influyen en la decisión de compra de ropa fast fashion en mujeres de 18 a 37 años, de los NSE A y B, residentes de la zona 7 de Lima Metropolitana. Se realizó una investigación cualitativa mediante 3 entrevistas a profundidad a consumidoras, 2 a expertos del sector y 2 focus group; y una investigación cuantitativa a través de la aplicación de 386 encuestas. El capítulo 1 comprende el marco teórico de la investigación, que incluye estudios relacionados a la industria de fast fashion en Perú y el mundo, el marco conceptual y el panorama de la industria a nivel global y local. En el capítulo 2 se plantea el problema de investigación, los objetivos, las hipótesis y la justificación del estudio. El capítulo 3 abarca el diseño de la investigación (con las metodologías) y la definición del público objetivo. En el capítulo 4 se presenta el análisis de la investigación cualitativa y cuantitativa en base a los objetivos e hipótesis planteadas. Se pudo concluir que los factores más relevantes en la compra de ropa fast fashion para el público objetivo son, de forma positiva, las tendencias de moda, la identificación con la marca y el precio; además, de forma negativa, son las colas excesivas para pagar, la cantidad elevada de personas en el local y la poca cantidad de probadores de ropa. Finalmente, se presentan las referencias bibliográficas utilizadas en la investigación y los anexos. / The aim of this study is to determine the main factors that influence the decision of purchasing fast fashion clothing in women aged 18-37 years from socioeconomic levels A and B located in the zone 7 of Metropolitan Lima. A qualitative study was conducted through 3 in-depth interviews with female consumers, 2 industry experts, and 2 focus groups. A quantitative study was also conducted through the application of 386 surveys. Chapter 1 comprises the theoretical framework, which includes studies related to the fast fashion industry in Peru and the world, the conceptual framework, and a global and local overview of the industry. Chapter 2 outlines the research problem, the objectives, the hypotheses, and the justification of the study. Chapter 3 covers the study design (methodologies included) and the definition of the target audience. Chapter 4 presents the analysis of the qualitative and quantitative studies based on the proposed objectives and hypotheses. In conclusion, the main factors that influence the target audience in a positive way regarding the purchase of fast fashion clothing are fashion trends, identification with the brand, and price. On the other hand, the main factors that influence the target audience in a negative way are excessive queuing to pay, the high number of people in the store, and the small number of dressing rooms. Finally, the bibliographic references and the annexes used during this study have been included at the end. / Tesis

[pt] As alterações no cenário econômico dos países emergentes causaram reflexos positivos na base da pirâmide através do aumento de seu poder aquisitivo. No Brasil, esta realidade é percebida pelo ritmo acelerado de mudanças na última década que impactaram o setor varejista, trazendo uma grande quantidade de marcas para os diferentes setores da economia. Estas novas ofertas para o consumidor de baixa renda foram fundamentadas, muitas vezes, em preços mais acessíveis a sua capacidade de consumo. Este movimento de fortalecimento de marcas populares suscitou a reação das marcas premium. Para direcionar a estratégia das grandes empresas, nesta busca por se re- conectarem aos consumidores pobres, é importante entender mais profundamente a relação deles com as marcas. A presente dissertação teve então como objetivo obter um melhor entendimento do papel e do significado da marca no processo de decisão de compra de produtos, dos segmentos de refrigerante e sabão em pó, para consumidores da classe baixa. Para tanto foram realizadas dez (10) entrevistas em profundidade com mulheres pertencentes às classes C e D, residentes no estado do Rio de Janeiro e responsáveis pela compra de supermercado de suas famílias. Apesar da pesquisa não se propor a explorar o peso das variáveis utilizadas por estas mulheres na decisão de compra, pôde-se observar que existe certa hierarquização. No caso de refrigerante, as mulheres entrevistadas avaliam, em geral, (1) os refrigerantes não reprovados pela família, (2) o preço, (3) o orçamento disponível e (4) as marcas preferidas (premium). No caso de sabão em pó, a escolha parece ser feita levando-se em consideração (1) a marca (verbalizada como sendo a opção pela qualidade), (2) o preço e (3) o orçamento disponível. Avaliando os elementos subjetivos da compra e indo além do discurso das mulheres entrevistadas, a compra do refrigerante (das marcas aprovadas pela família) traz a recompensa pelo elogio dos filhos e marido; enquanto a compra do sabão em pó das marcas premium (percebida por elas como as marcas de melhor qualidade) traz um sentimento de realização do cuidado com a família, a certeza de ter feito a compra certa, mais inteligente, de melhor custo/benefício. Percebe-se então que a equação de valor que rege a decisão de compra destas mulheres de baixa renda não é simples e não é única. Parecem existir modelos diferentes para a tomada de decisão de compra de produtos distintos (refrigerante e sabão em pó). / [en] Changes in the economic scene of emerging countries had caused positive consequences in the base of the pyramid through the increase of its purchasing power. In Brazil, this scenario is perceived by the sped up rhythm of changes in the last decade that impacted the retail business, bringing a great number of brands for different sectors of the economy. These new offers for the low income consumer had been often based in more affordable prices for the consumption capacity of this tier. This movement of popular brands empowerment awaked the reaction of premium brands. To guide the strategy of great companies, in this pursue for reconnecting with poor consumers, is important to deeply understand their relation with brands. The present dissertation had then the objective to get a better understanding of the role and meaning of brands in the purchase decision process of products, within the segments of soft drink and powdered soap, for low income consumers. To reach that goal, ten (10) in depth interviews with women pertaining to C and D tiers, residents in the state of Rio de Janeiro and responsible for the supermarket purchase of their families, had been carried through. Despite the research does not consider to explore the utility of the variables used for these women in the purchase decision, it could be observed that a hierarchy exists. In soft drink purchase, the interviewed women mostly evaluate (1) soft drinks not disapproved by their family, (2) price, (3) available budget and (4) preferred brands (premium brands). In the powdered soap purchase, the choice seems to be made taking in consideration (1) brand (expressed as being the option for quality), (2) price and (3) available budget. Evaluating the subjective elements of the purchase and going beyond the speech of the interviewed women, the purchase of soft drink (of brands approved by their family) brings rewards through compliment of kids and husband; while the purchase of powdered soap of premium brand (perceived for them as better quality brands) brings a feeling of accomplishment in taking care of their families, the certainty to have done the precise purchase, more intelligent, of better cost/benefit. Is perceived then that the value equation that drives the purchase decision of these low income women is not simple and is not unique. They seem to exist different models in purchase decision taking of distinct products (soft drink and powdered soap).