Made available in DSpace on 2014-12-17T14:53:18Z (GMT). No. of bitstreams: 1 MarliFFST.pdf: 2518265 bytes, checksum: 297d11db3cf3aac22fa25f256aaa15d2 (MD5) Previous issue date: 2006-05-19 / Demand for organic foods within in Brazil are growing, characterizing itself for if constituting in a new strategical segment of commercialization. In this context, the objective of this research was to investigate the variables used by consumers in the purchase decision of organic products, aiming to characterize the level of competitiveness of these products, assisting in the creation of environmental strategies for the development of the activity and contributing in the increment of the knowledge about the subject, that can assist it in the increase of the commercialization and the consumption of these foods. From data collected in the city of Natal/RN, it was used a survey research, of exploratory and descriptive character. The sample was obtained using 401 questionnaires, in which was realized: the Test of Comparison of Averages, Descriptive analysis, analysis of Cluster and Qui-square. The results found in this study indicate that the main reasons for the organic food purchase are the absence of chemical pesticides in the product, followed by the care with own health and of the household. The main characteristics in the consumers of supermarkets, that are associates with purchase frequency of organic foods are the environmental behavior and lifestyle. Among the profile characteristics, gender, age and number of children are associates with the purchase frequency of these foods and the income and level education not showed association / A procura por alimentos org?nicos no Brasil vem crescendo, constituindo-se num novo segmento estrat?gico de comercializa??o. Nesse contexto, o objetivo desta pesquisa foi investigar as vari?veis utilizadas pelos consumidores na decis?o de compra de produtos org?nicos, visando caracterizar o n?vel de competitividade desses produtos, auxiliando na cria??o de estrat?gias ambientais para o desenvolvimento da atividade e contribuindo para o incremento do conhecimento sobre o assunto que possa vir a auxiliar no aumento da comercializa??o e no consumo desses alimentos. A partir de dados coletados na cidade de Natal/RN, utilizou-se uma metodologia de pesquisa do tipo survey , de car?ter explorat?rio e descritivo. A amostra foi obtida atrav?s de 401 question?rios, nos quais foram realizados: o Teste de Compara??o de M?dias, an?lises Descritivas, an?lises de Cluster e de Qui-quadrado. Os resultados encontrados neste estudo indicam que os principais motivos para a compra de alimentos org?nicos s?o a aus?ncia de agrot?xicos no produto, seguido pelo cuidado com a pr?pria sa?de e de seus familiares. As principais caracter?sticas dos consumidores de supermercados, que est?o associados ? freq??ncia de compra de hortifruti org?nicos s?o o comportamento ambiental e estilo de vida. Dentre as caracter?sticas de perfil, g?nero, idade e n?mero de filhos est?o associados ? freq??ncia de compra desses alimentos e as vari?veis renda e escolaridade n?o apresentaram associa??o

Denna studies syfte är att beskriva hur elektronisk Word of Mouth i ett onlineforum påverkar besökares köpval. Tidigare studier har fokuserat på att identifiera potentiella faktorer som kan ha en påverkan på köpval inom onlineforum. Men det har ej undersökts hur besökare av onlineforum uppfattar effekten på köpval. Därmed fanns det en kunskapslucka för denna studie att undersöka. För att ta reda på detta gjordes en enkät tillgänglig för besökare av ett onlineforum. Onlineforumet som valdes heter Swedroid och är inriktade på elektronikprodukter. Den information om produkter som existerar på onlineforumet klassificeras som elektronisk Word of Mouth. Resultaten från enkäten visar att en klar majoritet av respondenterna anser att onlineforumet innehåller relevant information om produkter, vilket kan användas för att stödja ett köpval. Dock ansåg en lägre andel att informationen i forumet har varit en avgörande faktor för köp. I analysen framkom det två möjliga anledningar till detta. Informationen som en besökare har kommit i kontakt med kan ha varit otillräcklig. Informationen kan ha varit negativ, vilket leder till besökaren ej vill köpa produkten. Slutsatsen från detta är därmed att elektronisk Word of Mouth inom ett onlineforum påverkar besökares köpval genom att de kommer i kontakt med trovärdig och relevant information, men dess effekt på köpval påverkas av informationens innehåll. / The purpose of this study is to describe how electronic Word of Mouth within an online forum influence visitors purchase decision. Previous studies about electronic Word of Mouth within online forums have focused on identifying potential factors that can influence visitors purchasing decisions. But they have not investigated visitors own perception of the effect of electronic Word of Mouth. Therefore there is a knowledge gap for this study to explore. A survey was made available to visitors of an online forum. The online forum that was chosen is called Swedroid and has a focus on consumer electronics. The information about products available in the online forum is classified as electronic Word of Mouth. The results from the survey show that a clear majority of respondents believe that the online forum contains relevant product information, which can be used to support a purchase choice. However, a lower proportion of the information in the forum is considered a decisive factor in purchasing. The analysis show two possible reasons behind this. The information that repsondent have come in contact with could be insufficient for making a purchase decision. Or information may have been negative, which causes the visitor to not buy the product. The conclusion is that electronic Word of Mouth within an online forum influences visitors purchasing choices by visitors getting in contact with credible and relevant information, but its effect on purchasing choices is influenced by the content of the information.

This thesis aims to analyze the consumer purchase decision process in the market for bicycles in all its stages. It sets to involve significant specifics that have any bearing on this process. The thesis is divided into several parts. The theoretical part deals with marketing tools applicable within the bicycle market considering bicycle a complex product with all related components. The following part goes into great detail analyzing the purchase decision process in the bicycle market, most of the space being devoted to the actual PDP stages. The last part handles the question of marketing research generally. The practical part of this thesis draws on the results of a marketing research carried out by means of questionnaires. Written questioning played vital part in primary data collection. This work also presents information concerning the questionnaire research. Then, socio-demographic issues are analyzed which specify more closely the questioned-group structure. The statistical analysis of each one question in the questionnaire presents the crucial part which involves both a first stage analysis of all the questions used and a two-dimensional statistical analysis that gives an insight into the coherence between selected questions. Also included is summary of results and formulating marketing recommendations for bicycle manufacturers and sellers.

The thesis focuses on the buying behavior of consumers at the dermocosmetics market in the Czech Republic with a main focus on consumers of brands Vichy, Bioderma, La Roche-Posay, Avene and Eucerin. The work is divided into two main parts, theoretical and practical. The first part is devoted to general theoretical knowledge in the field of shopping behavior of consumers, the buying decision process and its various stages. It also builds on the theoretical foundation of marketing research, its nature and process. In the practical part there is dermocosmetics market in the Czech Republic mapped together with the introduction of the above mentioned dermocosmetic brands. After secondary research follows the main part, which is the primary consumer research conducted through interviews with consumer of dermocosmetics, which is then compared with primary research of pharmacy staff selling democosmetics. The findings of the research are then formulated into practical recommendations given to the Active Cosmetics Division at L'Oréal.

Today’s society is earmarked by developments in technology so drastic, that our lives are continuously changed, impacted and remolded. When thinking about how many impressions one goes through during a single day, the results will be uncountable. And at an increasing pace, many of these impressions are shifting to the digital realm. This thesis acknowledges these rapid changes in the modern world of marketing, particularly the digital aspects of it. Yet while a great amount of research has been conducted to more closely understand digital marketing and how to conduct it, a significantly little amount of research has been spent focusing on the customer. This while the path that a customer takes from need to purchase may have grown to be more complex than ever. Not all the impressions that a customer gains on a certain product or brand come solely from the company behind it. As such, we decided to focus on exploring this customer journey – a relatively nascent theme in the field of marketing research. More specifically, we aim to answer the following research question: How is the customer purchasing decision affected by the customer’s interaction with touch points throughout the customer journey? Our main purpose was to arrive at a model as an answer to the research question, that could be used as a foundation for future research studies. We were intensely curious at gaining a better understanding of the customer journey and what the customers experience as they are touched by different influential channels during their travel from need to purchase. Our study shows that it is possible to synthesize the state of current research on the topic of the customer journey and support it with empirical data gathered from interviews with a variety of customers. Central to our thesis are the following two definitions that we have constructed based on current literature: The customer journey is the individual experience that a customer has when interacting with touch points in the path from a pre-purchase to a post-purchase setting. Touch points are moments of contact between customer and company that individually and collectively influence customer experience. The third critical element is that of the customer experience, which we don’t explicitly define, but implicitly construe as a distinct construct with a powerful impact by serving as the catalyst between touch points and customer actions and perceptions.The result is a conceptual model of the customer journey that we feel could be a foundation for future research on the customer journey to build upon and perhaps one day could serve as an overarching model for marketing as a whole.

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

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

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.

Bakgrund: Sociala medier har blivit en plattform för kommunikation mellan företag och konsumenter. Konsumenter kan samla information innan ett köp och därför är annonsering på sociala medier ett strategiskt verktyg för att rikta in sig på konsumenter och skapa behov. När pandemin av Covid-19 inträffade gav det konsekvenser som att stanna hemma och social distansering. Detta resulterade i att företagen var tvungna att anpassa sig till de förändrade kosnumentbeteendena. Syfte: Denna studien syftar till att studera hur konsumenter upplevde sabbmode-reklamen på sociala medier under Covid-19-pandemin. Dessutom, hur konsumenter har upplevt individualiserad snabbmode-reklam på sociala medier under pandemin. Slutligen, om reklamen har påverkat konsumenternas köpbeslut under pandemin. Forskningsfrågor: Hur och på vilket sätt har konsumenter upplevt snabbmode-reklam på sociala medier under Covid-19-pandemin? Hur och på vilket sätt har konsumenter upplevt individualiserad snabbmodereklam på sociala medier under Covid-19-pandemin? Hur och på vilket sätt har fast fashion-reklamen på sociala medier påverkat konsumenternas köpbeslut under Covid-19-pandemin? Teorier: Det teoretiska ramverket börjar med teorier kopplade till sociala medier som inkluderar reklam på sociala medier och rörlighet. Den består också av individualiserad reklam med teorier om interaktiv kommunikation och beteendereklam online. Slutligen kommer konsumentbeteende där köpbeslut, varumärkesimage och förtroende presenteras. Metod: En kvantitativ metod användes i denna studie med en deduktiv ansats. En enkät skickades ut för att få fram den data som behövdes för denna studie. 312 svar samlades in och analyserades med hjälp av SPSS. Resultat: Baserat på analysen av studiens empiriska data kan det konstateras att svenska konsumenter upplevde reklam på sociala medier och individualiserad reklam om snabbmode under pandemin på olika sätt. Flera faktorer och jämförelser hade inverkan. Samma resultat kunde hittas när det gäller konsumentköpbeslut för snabbmode under pandemin. / Background: Social media have become a platform for communication between companies and consumers. Further, consumers can gather information before a purchase and therefore social media advertising is a strategic tool to target consumers and create needs. However, when the pandemic of Covid-19 occurred it gave consequences such as staying home and social distance. As a result, companies had to adapt to the changed behaviors. Purpose: This research thesis aims to study how consumers experienced fast fashion advertising on social media during the pandemic of Covid-19. Furthermore, how consumers have experienced individualized fast fashion advertising on social media during the pandemic. Lastly, if the advertisement has impacted consumers' purchase decisions during the pandemic. Research questions: How and in what way have consumers experienced fast fashion advertising on social media during the pandemic of Covid–19? How and in what way have consumers experienced individualized fastfashion advertising on social media during the pandemic of Covid-19? How and in what way has fast-fashion advertising on social media affected consumers' purchase decisions during the pandemic of Covid-19? Theoretical framework: The theoretical framework starts with theories connected to social media which includes advertising on social media and vividness. It also consists of individualized advertising with theories about interactive communication and online behavioral advertisements. Lastly, comes consumer behavior where purchase decision, brand image and trust is presented. Methodology: A quantitative method was used in this study with a deductive approach. A survey was sent out to obtain the data necessary for this study. 312 answers were collected and analyzed with the help of SPSS. Findings: Based on the analysis of the study’s empirical data it can be stated that Swedish consumers experienced advertising on social media and individualized advertising about fast fashion during the pandemic in different ways. Several factors and comparisons had an impact. The same result could be found regarding consumer purchase decisions for fast fashion during the pandemic.

Sustainability has been on everyone's lips in the last decade. However, the fashion industry has been proved to be the second-largest contributor to environmental destruction being just behind the oil industry. As the fashion industry keeps growing, measures need to be taken to make it more sustainable. When shopping for fashion products the channel with the least environmental cost is using physical stores. However, physical stores are becoming less and less attractive and are losing their customers to e-commerce instead, a phenomenon that has been called the retail apocalypse. When comparing physical stores to e-commerce one clear advantage that the physical stores have is that they can take advantage of sensory cues to enhance the customer's shopping experience. This thesis wants to test if sensory touchpoints in a fashion retailing environment will affect customer decision-making. Ultimately contributing to the thin available research in the field on how to make physical retailing more attractive and counteract the ongoing retail apocalypse.  The empirical findings were obtained using a quantitative survey consisting of 32 questions sent out via social media to Swedish fashion customers and were analyzed through the theoretical concepts of evaluation of alternatives and purchase decision which are two of the steps in the customer decision-making process model. Concluding this thesis showed that all research questions surrounding sensorial touch points' impact on customers came back with positive outcomes.