The purpose of the study is to understand the satisfaction of young customers living in Sweden for a long time with the packaging of chips and the impact of packaging on their chip purchase and to discuss corporate social responsibility in connection with environmental sustainability. In this study, theoretical analysis, interviews, and focus groups are used as the research methods. Through the analysis of collected data and combined with the theory to carry out a comprehensive analysis. Through the analysis, it is found that the color, picture, and shape of packaging in the chips market in Sweden are the main factors affecting customers' purchase. It is also found that young customers still attach great importance to the sustainable development of the environment and think that the company should be responsible for this. The findings of this study can be considered to provide customers with real ideas for companies who want to understand the Swedish chip market and help them develop the Swedish market. Due to the lack of research on the packaging market in Sweden, the researchers hope that this study can be helpful to the relevant research.

Research Question: How do online reviews influence purchase decisions among potential consumers within the Hotel Industry?  Purpose: The purpose of this research is to gain a deeper understanding about the impacts in which online reviews has on consumer behavior and their decisions to actively select and purchase service from different hotels. The authors are striving to find answers to whether online reviews obtaining information about positive customer experiences within the hotel industry has a noticeable impact on the decisions made by customers.  Method: In this study, a deductive comparative research approach will be used  Conclusion: The results concluded that both luxury and budget hotel bookers seem to have more usage for traditional word of mouth than electronic word of mouth. However, electronic word of mouth is still seen as an important tool which is widely used by both groups. It was evident that luxury consumers find customer reviews more valuable aligned with having more experience with online reviews, which may have an impact on their decision making when booking hotels online. Further on, it was also observed that the brand image of budget hotels is impacted more by online reviews among both segments, than luxury hotels' brand image.

El presente trabajo de investigación tiene por objetivo general determinar la relación entre las acciones de Customer Experience - Capacitaciones en los retailers de construcción - y la decisión de compra de materiales en los retailers del mejoramiento del hogar por parte de los maestros especializados en acabados del sector construcción de 25 a 60 años de NSE C. Se analizó el impacto de las capacitaciones bajo tres dimensiones. Primero se analizó si existía una relación directa entre la decisión de compra y el beneficio de las capacitaciones en términos de su trabajo, como el desarrollo de nuevas habilidades, mejora en el tiempo de acabados y calidad de sus trabajos. Luego, se analizó la relación con la conveniencia de la capacitación para el maestro en términos de tiempo/duración. En la última dimensión se analizó el impacto económico de las capacitaciones para el maestro. Se realizó un estudio mixto. En la investigación cualitativa se tuvo como finalidad recolectar información de los maestros de obra y expertos sobre el tema. En la investigación cuantitativa se tuvo la opinión de los maestros de obra mediante las encuestas y el análisis estadístico para contrastar los resultados con el estudio cualitativo. Las conclusiones comprobaron que existe una relación positiva entre la decisión de compra y en la primera dimensión (beneficio de las capacitaciones en términos de su trabajo), la tercera dimensión (términos económicos), más no en la segunda dimensión (términos de tiempo/duración) porque se comprobó que no existe una relación con la decisión de compra. / The objective of this research work is to determine the Relationship between Customer Experience actions - Training in construction retailers – and the purchase decision of materials in specialized retailers by masters that are specialized in finishes of the construction sector from 25 to 60 years of NSE C. The impact of the training was analyzed under three dimensions. First, it was analyzed if there was a direct relationship between the purchase decision and the benefit of the training in terms of their work, such as the development of new skills, improvement in the finishing time and quality of their work. Then, we analyzed the relationship with the convenience of the training for the masters in terms of time / duration. In the last dimension, the economic impact of training and the purchase decision were analyzed. A mixed study was conducted. The purpose of the qualitative research was to collect information that was provided by the construction masters and experts on the subject. Also, in the quantitative research the opinion of the construction masters was taken through surveys and statistical analysis to contrast the results with the qualitative study. The conclusions verified that there is a positive relationship between the purchase decision with the first dimension (the benefit of the training in terms of their work) and the third dimension (economic terms), but not with the second dimension (terms of time / duration) because it was verified that there is no relationship with the purchase decision. / Trabajo de investigación

Este estudio pretende orientar sobre el proceso de decisión de compra de cursos e-learning, y sobre la evolución del uso de nuevas plataformas para el aprendizaje cotidiano. En el ámbito educativo, la llegada de internet permitió la consiguiente aparición de diversas plataformas virtuales que permiten al alumno estar conectado cada vez más con el mundo digital y el autoaprendizaje, propiciando la generación de nuevos mercados y metodologías de enseñanza, una de ellas los cursos e-learning que cada vez se encuentran más presentes en la oferta estudiantil. El objetivo de este estudio es determinar si las acciones de comunicación de la promoción online influyen en el proceso de decisión de compra de cursos e-learning. Es muy importante identificar qué es lo que lleva a una persona a decidir realizar la compra de los cursos, que los motiva, y por qué los adquieren. / This study aims to guide the process of purchasing E-learning courses, and on the evolution of the use of new platforms for day learning. In the educational field, the arrival of the Internet, the evolution of the various virtual platforms that allow the student to be increasingly connected to the digital world and self-learning, fostering the generation of new markets and teaching methodologies, one of them courses E-learning that are increasingly present in the student offer. The objective of this study is to determine whether the communication actions of the online promotion influence the process of purchasing E-learning courses. It is very important to identify what leads a person to decide to make the purchase of the courses, that motivates them, and why they acquire them. / Trabajo de investigación

L'étude est effectuée sur la base d'un échantillon de 13.000 clients d'un courtier en ligne et 1,3M de mouvements d'achats et de vente de valeurs mobilières durant le période Janvier 2006 - Juin 2008. Nous démontrons 1/ Grâce à des régressions linéaires, que les investisseurs individuels français présentent un comportement contrarian par rapport aux évolutions de l'indice domestique. Ils achètent quand le marché baisse et vendent quand le marché monte. Ce résultat est cohérent avec la littérature sur les "noise traders" et la liquidité du marché.2/ sous la forme de régressions logistiques, que la sophistication (approximée par l'utilisation du SRD) est un facteur d'accroissement de la décision d'achat.Ces résultats ouvrent des perspectives pour l'industrie financière et le développement de l'Education financière dans notre pays. / This dissertation draws from a sample of 13 000 clients of an online broker and 1.3M movements of buys and sells from January 2006 to June 2008. The results show that:1/ By regressing the buys and sells to the returns of the domestic index (CAC 40), the french individual investors have a contrarian behavior. This result is in line with the existing literature on "noise traders" and the market liquidity.2/ Through logistic regression of the purchase decision, we show that sophistication (that we proxy with the use of the SRD), is a strong factor explaining the purchase decision.These results can bring insights to the financial industry and help to the development of the financial litteracy.

Background & Problem: As society becomes more aware of what climate change is provoking in the environment, urgent action toward a more sustainable way of living is being called for. Businesses need to find ways to become more sustainable. One of the fastest-growing industries in the market is the fashion industry, despite it being part of the second-largest polluting industry. It is up to the business but also the consumers to make drastic changes in order to sustain the planet. There are multiple factors that affect consumers purchasing decisions, such as Price and Environmental Knowledge. The problem found when conducting the literature review was that no previous articles could be found in Sweden regarding consumers’ purchasing decisions when buying clothes within the fast fashion sector regarding sustainability.   Purpose: This study aims to understand what substantial factors affect consumers' purchase decisions on clothes. The authors aim to explain existing literature on the chosen topic while providing new insights and data to understand the effect of different variables on consumers’ purchase decisions within Sweden.   Method: A quantitative approach was used, where a questionnaire was sent out to consumers in Sweden. The theoretical framework and the two hypotheses were built on previous literature collected through search engines. The data gathered from the questionnaire was analyzed through the statistical data analysis tool IBM SPSS with a regression model and a descriptive model to answer the research question.   Conclusion: The results of this study show that individuals in Sweden often prioritize Low Prices over the environmental impact of their choices, as well as showing that having Environmental Knowledge affects consumers purchasing decisions. However, not as much as it was expected. The two hypotheses tested were both accepted. Environmental Knowledge and Low Prices affect consumers’ purchasing decisions when buying fast fashion products in Sweden. The results are coherent with previous literature.

AbstractBackground:  Knowing consumers' perceptions and behaviour concerning baby care products is an important topic. One of the main reasons for choosing the baby care products industry is my professional interest and work experience in this field. There is a lack of information about the consumers' perceptions and what factors determine consumers’ buying behaviour about baby care products in Sweden. As Covid-19 is comparatively a new case globally, the ways Covid-19 impacts consumer behaviour in the baby product industry are rarely found in the literature.  Purpose:  The purpose of this study is to know consumers’ buying behaviour and identify the factors that influence the buying decision in purchasing baby care products. It also explored the ways Covid-19 impacted consumer behaviour in the baby product industry.  Method:  This study is primary data-based research. It uses quantitative research approaches. The targeted sample is the parents who have the experience of buying baby care products in Sweden. The size of the sample is 102, including fathers and mothers of the baby. It is designed as a set of a questionnaire in Google docs to collect the necessary data. Respondents are found in the Facebook groups and among friends & family members. It is used Google docs’ automatic data analysis tool and SPSS to visualize the data in the tables and charts. Conclusion:  Price and quality of products moderately influence consumers’ behaviour toward buying baby care products in Sweden. Organic factors, plant-based materials, and eco-friendly materials have a little influence and 100% natural elements of the product have a moderate influence on customers to purchase baby care products. Closing stores during Covid-19 led to a reduction in demand for baby care products. Consumers changed their purchase items during the pandemic but it was not a major problem for consumers. For marketers, it needs to address wellness, sustainability, and environmental issues and launch safe, clean, and sensitive baby care products.

Flera undersökningar har under de senaste åren visat på hur företag använder sig av miljömässiga budskap i sin marknadsföring för att framhäva sina produkter som mer miljövänliga än vad de i själva verket är, så kallad greenwashing. Genom det enorma utbudet som finns tillgängligt för nutidens konsumenter och de olika influenser de får till sig genom reklam kan det vara svårt för den enskilda konsumenten att avgöra om produkten är trovärdig eller inte. Tidigare forskning inriktat på ämnet har i första hand utgått från en yngre åldersgrupp. Uppsatsens forskning har utformats för att undersöka den brist på forskning som rör åldersgapet genom att studera vilka attribut på dagligvaror som konsumenter mellan 35–60 år upplever som hållbara utifrån ett klimatperspektiv. Undersökningen syftar till att bidra med ökad förståelse för hur attribut på produkter i dagligvaruhandeln påverkar konsumenter inom åldersintervallet att tro att de väljer hållbara produkter. Företag kan framgent dra nytta av resultatet från studien i marknadsföringen av hållbara produkter, samt hur de undviker greenwashing. Andra uppseendeväckande aspekter av ämnet tas upp som hypoteser och testas genom chitvå. I studien undersöks konsumenternas kännedom och attityd till vilseledande marknadsföring och miljömässigt hållbara val i dagligvaruhandeln genom en enkätundersökning. Resultatet analyseras sedan med hjälp av den valda teorin, kognitiv dissonans och köpbeslutsprocessens sista delar, vilka är köpbeslut och efterköpsbeteende. Undersökningen visade att det finns flera attribut som övertygar konsumenten att produkter i dagligvaruhandeln är hållbara. 85 % av respondenterna uppgav att de helst handlade varor som var paketerade av papper och kartong utifrån ett miljöperspektiv. 29 % uppgav att hållbarhetsmärkningar är det som är mest övertygande på produkter att de är hållbara tätt följt av 20 % som uppgav att innehållsförteckningen var det som övertygade mest. Svaren från enkäterna pekar på att det finns många faktorer som påverkar konsumenters gröna köpbeslut i dagligvaruhandeln och att de visuella attribut som en produkt har spelar roll, men att även andra, mer subtila faktorer också är med och påverkar det slutliga valet av att köpa produkten. Ett steg för företag att minska risken för att stämplas för greenwashing är att vara ärliga och transparenta och att det också speglar sig på produktens attribut. Studien är skriven på svenska. / In recent years, several studies have shown how companies use environmental messages in their marketing to highlight their products as more environmentally friendly than they are, so-called greenwashing. Due to the huge range available to today's consumers and the various influences they get through advertising, it can be difficult for the individual consumer to determine if the product is credible or not. Previous research in this field has primarily been based on a younger age group. This study has been designed to investigate the lack of research concerning the age gap by studying which attributes of groceries that consumers between the ages of 35-60 perceive as sustainable from a climate perspective. The survey aims to contribute to an increased understanding of how attributes on food products affect consumers in this age range to believe that they choose sustainable products. In the future, companies can benefit from the results of the study in the marketing of sustainable products, as well as how they avoid greenwashing. Other startling aspects of the subject are taken up as hypotheses and tested by chi square. The study examines consumers' knowledge and attitudes to misleading marketing and environmentally sustainable choices in the grocery trade through a survey. The result is then analyzed with the help of the chosen theories, cognitive dissonance and the last parts of the purchase decision process which are purchase decision and after-purchase behavior. The survey showed that there are several attributes that convince the consumer that products in the grocery trade are sustainable. 85% of the respondents stated that they preferred to buy goods that were packaged from paper and cardboard from an environmental perspective. 29% stated that sustainability labels are the most convincing on products that they are durable, closely followed by 20% who stated that the table of contents was the most convincing. The answers from the surveys indicate that there are many factors that influence consumers' green purchasing decisions in the grocery trade and that the visual attributes that a product has play a role, but that other, more subtle factors also play a role in influencing the final choice to buy the product. One step for companies to reduce the risk of being stamped for greenwashing is to be honest and transparent and that this is also reflected in the product's attributes. This study is written in Swedish.

The purpose of this study is to examine the impact of perception and uncertainty among Generation Z and Generation Y Swedish consumers when making purchase decisions from online Chinese retailersQualitative method in the form of focus groups was used to collect the data in order to answer the research question. This study explored perception and uncertainty in Swedish Gen Z and Gen Y consumers when purchasing from Chinese online retailers. The results revealed that Gen Y prioritizes eco-friendliness and domestic retailers, while Gen Z is cost-conscious and prefers Chinese retailers. Income levels influence these preferences, with Gen Y valuing sustainability and Gen Z seeking competitive prices.

Syfte: Syftet med denna studie är att undersöka vilka effekter COO har på svenska konsumenter gällande varumärken och produkter med ursprung från Kina.  Metod: Studien har utgått från en deduktiv process med en kvantitativ metod. Dock använder studien inte hypoteser utan istället en frågeställning för att ha möjligheten att analysera resultaten mer fritt. Data har samlats in genom en webbaserad enkät som publicerades på sociala kanaler. Totalt kom 112 svar in varav 4 resulterade i bortfall, vilket till följd gav 108 användbara svar. Datan analyserades genom att utföra en korrelationsanalys samt en deskriptiv analys genom statistikprogrammet Jamovi. Resultat och slutsats: Undersökningen indikerar att svenska konsumenters köpbeteende i hög grad påverkas av ursprungslandseffekter (Country-of-origin effects, förkortat COO). Effekterna av COO visade sig vara särskilt stora vid utvärdering av kinesiska produkter, där svenska konsumenter visade sig ha en tydlig negativ uppfattning av produkter med detta ursprung. Detta gällde i synnerhet för den undersökta produktkategorin bilar där få konsumenter kunde tänka sig att köpa en kinesisk bil jämfört med andra ursprung. Trots detta rankade svenska konsumenter ursprung betydligt lägre än andra attribut vid köp, vilket tyder på att effekterna av COO vid bilköp underskattades av svenska konsumenter.  Examensarbetets bidrag: Denna studie bidrar med kunskap om hur COO påverkar svenska konsumenter vid bilköp, samt hur svenska konsumenter uppfattar kinesiska produkter. Den bidrar även med information om hur svenska konsumenter rankar olika attribut vid bilköp. / Aim: The purpose of this study is to examine the Country-of-origin effects on Swedish consumers regarding Chinese brands and products Method: The study is based on a deductive process that uses a quantitative method. The study does not use hypotheses, instead a research question was concluded. This choice was made to have the opportunity to analyze the results more freely. Data was collected through a web-based survey that was published on social channels. A total of 112 responses were received, of which 4 resulted in non-response and 108 usable. The data was analyzed by performing a correlational- and descriptive analysis through the statistical program Jamovi. Result & Conclusions: The results from the study indicates that Swedish consumers purchasing behavior is greatly influenced by the country-of-origin effect. The country-oforigin effect was found to be particularly large when evaluating Chinese products. Swedish consumers were found to have a negative perception of products with this origin. This was particularly true for the investigated product category, where few consumers could imagine themselves buying a Chinese car compared to other origins. Despite this, Swedish consumers ranked origin lower than other attributes when purchasing, which suggests that the countryof-origin effect in car purchases were underestimated by Swedish consumers. Contribution of the Thesis: This study contributes with knowledge about how country of origin affects Swedish consumers when buying a car, as well as how Swedish consumers perceive Chinese products. It also contributes with information about how Swedish consumers rank various attributes when buying a car.