The purpose of this study was to explore the integration of a branded retail application in physical stores. Doing so, this study was conducted with a qualitative and abductive approach in the form of a case study focusing on H&M. The empirical material was collected through think-aloud observations and semi-structured interviews with 22 participants in total. The theoretical framework consisted of 6 aspects related to smart customer experience, including convenience and time convenience, personalisation, interactivity, control, usefulness, and involvement. Furthermore, the concept of the purchase decision process was also included in the theoretical framework. Five themes regarding the usage of the branded retail application in physical stores was found, including prior store visit usage and in-store usage, in-store information, selective information, visualisation of items in-store, and in-store communication. From this, it was concluded that using the app in-store provide several benefits depending on how the app is used. This leads to the conclusion that the app influences in different phases of the purchase decision process.

Social media is connecting individuals all over the world, where the power of interaction and information sharing has shifted from companies to consumers. Since companies now have a harder time reaching out to consumers, social media influencers have been used as a solution to influence the purchase decisions of consumers and thereby drive purchases. However, while social media influencers are said to have an impact on the purchase decisions of consumers, less is actually known about the influence on all stages of the purchase decision process. As the purchase decision is not solely based on its own but rather follows from a series of steps, also called the purchase decision process, more research based on this area is of importance. Therefore, the purpose of this thesis is to explore how consumers perceive the influence of social media influencers during the different stages of the purchase decision process. In order to gather consumers’ perceptions about the influence of social media influencers, a qualitative study has been conducted where thoughts and experiences of participants have been studied. The findings of this study show that social media influencers ability to provide content, expertise, attractiveness, social identity and trust shows evidence of how the influence of social media influencers play an important role in each and every stage of the purchase decision process of consumers. The implications of this thesis is that the study could be of use to companies who seek to engage in influencer marketing and want to better understand how social media influencers affect consumers. The original value of the study is that it acknowledges how the influence of social media influencers affects all stages of the purchase decision process, as no previous study has explored this context.

The subject of this thesis is the consumers behavior on the residential property market in the Czech Republic, focusing on the specifics of the capital city. Based on the original research, the main goal of this thesis is to reveal the typical behavior and issues of the customers when buying real estate in Prague and evaluate the customer purchasing behavior of young population, with a focus on the college students. The secondary goal is to identify the profile of consumers on the real estate market in the Czech Republic and to describe the subjects on the Czech real estate market. The research is based on both qualitative in-depth interviews and quantitative questionnaire surveys methods, providing a view of the problems of the real estate market from different angles.

This thesis analyzes the effects of various factors on consumer behavior of the population and their subsequent manifestations in consumer purchase decision-making process. The first part describes general concepts of consumer behavior and then it is followed by an analyse of cultural, sociological, psychological and ecnomic effects. Each chapter also specifficaly describes how these factors may affect consumers themselves. The theoretical section is folowed by the practical part, in which could be, because of adequate theoretical knowledge, specified eight hypotheses. In order to need collecting necessery data was completed a questionnaire. Its first part analyzes specific kind of consumer behavior manifestations, the second one analyzes the factors that influence the loan amount, which I chose as one of the consumer behavior manifestations. Three hypotheses were not confirmed, remaining five hypotheses were confirmed. With using the regression analysis there was shown that the factors which influence the loan amount the most are the wage amount, the purpose of the loan, marital status and age.

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.

Made available in DSpace on 2016-04-28T20:19:18Z (GMT). No. of bitstreams: 1 2007- Jose Aurelio Vilas Boas.pdf: 391843 bytes, checksum: 398e95d547ae787e3a8a39b67fcc2895 (MD5) Previous issue date: 2007-08-28 / The general aim of this dissertation is to investigate customers behavior as regards to choosing packages at the moment of purchase. Customer s behavior is characterized as a process; a set of stages which involves selection, purchase, use or products layout, ideas or experiments to satisfy needs and wishes. This study, by means of a bibliographical research as well as a survey, which was carried through with A, B and C supermarkets customers, located at Volta Redonda (RJ), provides us a view of how the process of choosing packages occurs at the moment of purchase. The study pointed out that customers behave rationally, trying to shop as better as possible, obtaining the best from their money, and maximizing utility, what appears to be an evidence of no emotional involvement when choosing tomatomade products packages. / O objetivo geral desta disserta??o consiste em investigar o comportamento dos consumidores em rela??o ? escolha da embalagem no ato da compra. O comportamento do consumidor se caracteriza como processo: um conjunto de est?gios que envolvem a sele??o, a compra, o uso ou a disposi??o de produtos, id?ias ou experi?ncias para satisfazer necessidades e desejos. O presente estudo, atrav?s de pesquisa bibliogr?fica e uma pesquisa de campo (survey) realizada com consumidores dos supermercados A, B e C situados na cidade de Volta Redonda/RJ, a pesquisa fornece uma vis?o de como ocorre o processo de escolha da embalagem no ato de compra. O estudo apontou que o comportamento dos consumidores ocorre sob uma perspectiva racional, procurando fazer compras da melhor maneira poss?vel, obtendo o melhor pelo dinheiro e maximizando a utilidade, parecendo n?o haver envolvimento emocional na escolha da embalagem da classe de produtos atomatados.

<p>Undersökningen visar att Folkuniversitetet i Stockholms befintliga kunder beter sig på ett likartat sätt, i alla olika steg i köpbeslutsprocessen, när de söker information om Folkuniversitetet samt deras kurser och utbildningar. Hemsidan är den informationskanal som de flesta kunderna kommer i kontakt med, följt av kurskatalogen, personalen och rekommendationer från vänner och bekanta.</p> / <p>The survey shows that the current customers of Folkuniversitetet in Stockholm act in a similar way, in all steps of the buyer behaviour process, when they search for information about Folkuniversitetet, their courses and educations. The homepage is the main information channel that most of the customers get in contact with, followed by the course catalogue, the personnel and recommendations from friends and acquaintances.</p>

Undersökningen visar att Folkuniversitetet i Stockholms befintliga kunder beter sig på ett likartat sätt, i alla olika steg i köpbeslutsprocessen, när de söker information om Folkuniversitetet samt deras kurser och utbildningar. Hemsidan är den informationskanal som de flesta kunderna kommer i kontakt med, följt av kurskatalogen, personalen och rekommendationer från vänner och bekanta. / The survey shows that the current customers of Folkuniversitetet in Stockholm act in a similar way, in all steps of the buyer behaviour process, when they search for information about Folkuniversitetet, their courses and educations. The homepage is the main information channel that most of the customers get in contact with, followed by the course catalogue, the personnel and recommendations from friends and acquaintances.

Visuell kommunikation är något som vi dagligen stöter på i vår vardag, i form av reklamannonser, reklamfilmer, skyltningar osv. Skyltfönster är en form av visuell kommunikation, och fungerar som företagens ansikte utåt och det skapar ofta en första bild hos mottagaren om företaget.  Enligt köpbeslutsprocessen är reklam den mest förekommande informationskälla som påverkar konsumenten i köpbeslutet. Denna studie kommer att utgå från Kotler och Kellers modell av köpbeslutsprocessen, som följer kunden före, under samt efter köpet. Modellen består av fem steg, problem erkännande, informationssökning, utvärdering av valmöjligheter, köpbeslut och efter köpbeteende. Forskningen behandlar endast de tre första stegen som sker före själva köpet, och den klargör fönsterskyltnings påverkan på den kvinnliga köpbeslutsprocessen före köpet. Kopplingar dras mellan köpbeslutsprocessen och den visuella kommunikationens tre arbetsområden, text, form och färg. Avslutad studie tyder på en påverkande effekt av skyltfönster i köpbeslutsprocessen. Då studien visade på att antal spenderade pengar ökade beroende på antal shoppingtillfällen. Ett högre antal shoppingtillfällen innebär alltså en större påverkan i köpbeslutsprocessen då kunden oftare stöter på den visuella kommunikationen, skyltfönster. / Visual Communication is something we daily run into in our everyday lives, in form of advertising, commercials, billboards, etc. Storefronts are a form of visual communication, andserves as a corporate public face for the company. Often it creates a first image of the companies’ image among the receivers. According to the buying decision process, advertising is the most frequent source of information affecting the consumers buying decision. This study will be based on Kotler and Keller's model of the buying decision process, which follows the customer before, during and after the purchase. The model consists of five stages, problem recognition, information search, evaluation of options, purchase decision and post purchase behavior. This research only covers the first three steps that occur before the actual purchase, and it clarifies storefronts impacts on the female buying decision process before the purchase. Connections are drawn between the buying decision process and the visual communications three areas of work, text, shapes and colors. The completed study indicates an influence of storefronts in the purchase decision process. Since the study showed that the number of spent money increased depending on the number of shopping opportunities. A higher number of shopping opportunities is therefore a major influence in the buying decision process, when customer more frequently are getting exposed to storefronts when they shop.

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.