This masters´s thesis deals with the marketing research and customer satisfaction analysis, which have been focused specifically Albert supermarket, located in Masarykově Square in Jihlava. The first part of this work summarizes the theoretical knowledge, such as the processes of marketing research, purchasing behavior and how to measure customer satisfaction. The second part is the practical part of the study, which examines the assessment of information obtained through the research, as well as recommendations. These should enhance the satisfaction levels of the existing and future customers and further improve the competitiveness of this business operation in its market sector.

Abstract  Background: E-commerce and omni-channel retailing strategies have emerged with digitalization. Digital channels have affected many parts of the daily life for consumers and as a result the consumer’s decision-making processes have become more complex. Born natives are a generation of consumers that have grown up having access to digital technology and their behaviors form a unique phenomenon as consumers within the omni-channel environment. At the same time, continuous growth in the Swedish furniture industry has allowed for new retailing strategies to emerge. The sample of born natives born during the 1990’s provides a unique insight in how these consumers behave and interact in the Swedish omni-channel furniture retailing environment.  Research question: How does the omni-channel retailing environment affect decision-making Purpose: The purpose of this study is to explore how digital native consumers who now comprise a larger consumer segment on the furniture market perceive the omni-channel environment in addition to how the digital omni-channel environment affects their decision- making process when it comes to furniture purchases in terms of perceived risks, purposes, and consumer benefits.  Methodology: This study is of qualitative nature which approaches the research problem and purpose with a relativistic philosophical stance. Semi-structured interviews were conducted to provide relevant data by individual consumers, and which have been analyzed with a hermeneutical approach. An inductive approach was adopted to explore the phenomenon.  Conclusion: Consumers perform multiple different actions and adopt different behaviors when operating in the furniture omni-channel retailing environment. Risk aversion, identity building, entertainment and channel selection are all aspects of furniture shopping that are impacted by digital natives operating in the omni-channel retailing environment.

Storytelling is one of the most creative, powerful and effective tools of modern marketing strategies and communication. Due to the expansion of social media, storytelling has become a popular marketing and sales tool that may affect consumer behavior. This research has been conducted from a storytelling perspective with the purpose of finding the correlation between consumer reviews and consumer purchasing behavior. This study focuses on consumer stories which are reflected in terms of product reviews and ratings. Where the correlation between these reviews and ratings and their effects on overall product sales are investigated. The study answers the question, “If reviews & rating have a correlation with consumer purchasing behavior in digital marketing, and if so then how this correlation could be defined?” The data collection and tests have been conducted in a practical environment. The German online stores have been used as the main mode of data collection. Depending on the nature of the data, the quantitative analysis approach has been adopted. By conducting real-time sales data tests, this study fills the gap in previous consumer research studies. The in-depth analysis of results show the correlation between consumer reviews and product sales. The results have revealed that consumer reviews may influence overall product sales and help a consumer in purchasing decision. / Storytelling är ett av de mest kreativa, kraftfulla och effektiva redskapen i modern marknadsföring. På grund av den ökande användningen av sociala medier har storytelling blivit ett populärt redskap för att påverka konsumenternas beteende. Denna studie har utförts från perspektivet av storytelling med syftet att finna en korrelation mellan kundrecensioner och kundernas köpbeteende. Studien fokuserar på kundernas historier som reflekteras i recensioner och betyg, där korrelationen mellan recensioner och betyg och övergripande försäljning undersöks. Studien syftar till att besvara frågan ”Om recensioner & betyg har en korrelation med kundernas köpbeteende i digital marknadsföring, och om så hur kan korrelationen definieras?” Datainsamlingen och testandet har utförts i en praktisk miljö. Tyska online butiker har använts som huvudsaklig metod för datainsamling. På grund av strukturen på data har en kvantitativ analys metod använts. Genom att genomföra tester i realtid, har denna studie kompletterat tidigare forskning kring kundbeteende. Den fördjupade analysen av resultaten visar att det finns en korrelation mellan kundrecensioner och försäljning. Resultaten har visat att kundrecensioner kan påverka försäljningen av produkter och hjälpa en konsument i ett köpbeslut.

En publicerad studie avslöjar en överraskande brist på konsumenters medvetenhet kring storleken på deras garderober. Denna insikt pekar på en växande överkonsumtion och ett behov av att förenkla våra livsstilar. Tidigare forskning inom textil- och modeindustrin har visat att sektorn är en betydande förbrukare av resurser och en källa till föroreningar. Med tanke på en växande överkonsumtion och branschens miljöpåverkan, ämnar studien att undersöka vad konsumenters uppfattningar om hållbar klädkonsumtion och identifiera hur konsumenterna ser på begreppet hållbarhet när det gäller deras klädkonsumtion. För att besvara syftet används en kvalitativ metod och insamling av data genomfördes via garderobsundersökningar, som sedan följdes upp med semistrukturerade intervjuer med informanterna. För att tolka resultaten har de teoretiska perspektiven, consumer culture theory samt det performativa perspektivet använts. Resultatet av studien visar att det finns en mångfald i tolkningen av begreppet "hållbara kläder", vilket är starkt påverkat av individuella föreställningar och den kulturella och sociala kontexten. I resultatet kunde även en klyfta mellan föreställningar och köpbeteende identifieras, där konsumenternas faktiska köpbeteende inte alltid speglar deras uttalade värderingar kring hållbarhet. Trots uttalade önskemål att konsumera mer hållbart mode möter konsumenterna hinder i form av bristande tillgänglighet av information och priskänslighet. Insikter utifrån resultatet understryker ett behov av ökad tillgång till pålitlig information från företag. Bristen på tillförlitlig information från företag utgör en betydande utmaning för konsumenter som strävar efter att göra hållbara val och hindrar konsumenterna från att agera enligt sina värderingar. / A published study reveals a surprising lack of consumer awareness regarding the size of their wardrobes. This insight points to growing overconsumption and a need to simplify our lifestyles. Previous research within the textile and fashion industry has observed that the sector is a significant consumer of resources and a source of pollution. Given the increasing overconsumption and the industry's environmental impact, the study aims to investigate consumers' perceptions of sustainable clothing consumption and identify how consumers view the concept of sustainability in relation to their clothing consumption. To answer this purpose, a qualitative method was used, and data collection was conducted through wardrobe surveys, which were then followed up with semi-structured interviews with the informants. To interpret the results, the theoretical perspectives of consumer culture theory and the performative perspective were applied. The results of the study show a diversity in the interpretation of the concept of "sustainable clothing", which is strongly influenced by individual beliefs and the cultural and social context. The results also identified a gap between perceptions and purchasing behavior, where consumers' actual purchasing behavior does not always reflect their stated values regarding sustainability. Despite expressed desires to consume more sustainable fashion, consumers face obstacles such as a lack of accessible information and price sensitivity. Insights from the results highlight the need for increased access to reliable information from companies. The lack of reliable information from companies poses a significant challenge for consumers striving to make sustainable choices and prevents them from acting according to their values.

In recent years, VR and VR devices have become more popular due to advances intechnology and lower costs, making the technology more accessible to the general public. One application within VR that is expected to grow is VR hobby skill training simulators (VR HSTS), which are now accessible not only for education and companies but also to consumers. In contrast to games which are mainly played for entertainment purposes, and unlike simulators used in educational or professional settings not purchased by the practitioners themselves, VR HSTS add complexity. This is characterized by a systematic pursuit of activities meaningful for the practitioner and a social world that is formed by involved participants sharing a common interest in a specific hobby. This raises questions about the customers of VR HSTS and their purchasing behavior, where the literature has not yet covered this new and fast-developing area. As companies strive to meet customer needs and create desirable value propositions, it is crucial to understand the customers and their behavior. Through semi-structured interviews with customers of a VR HSTS, this study investigates their consumer behavior with the purpose of understanding what drives consumers to purchase a VR HSTS. By analyzing the results using thematic analysis and a theoretical framework adapted from the theory of planned behavior, the factors seen as important in the decision-making process are identified. This study concludes that the key factors considered when purchasing a VR HSTS are perceived quality of VR, perceived quality of the specific VR HSTS, what other people, who practice the same hobby but who the customers do not know, think about the VR HSTS, what people who they do know think about the product or purchase, money, ease of purchase and use. This study finds the research area of consumer behavior within VR HSTS to be of great importance in order to understand customers in a fast-developing field, where our study contributes with new insights and factors important for the customers whenmaking a VR HSTS purchase. / VR och VR-enheter har under de senaste åren ökat i popularitet till följd av utvecklingen av teknologin och lägre kostnader vilket gjort tekniken mer tillgänglig till allmänheten. Ett användningsområde inom VR som väntas växa är VR hobby skill training simulators (VR HSTS) som nu inte bara är tillgängliga för utbildning och företag, utan också konsumenter. Till skillnad från spel som främst spelas i underhållningssyfte och simulatorer som används i utbildning och professionella kontexter där användaren själv inte köpt produkten, ökar komplexiteten med VR HSTS. Här karaktäriseras användandet med en systematisk sysselsättning av aktiviteter som skapar en större mening för utövaren likväl som en social värld som formas av involverade människor som delar ett intresse i en specifik hobby. Detta väcker frågor om kunderna till VR HSTS och deras köpbeteende där litteraturen inte än har täckt detta nya och snabbt utvecklande område. Eftersom företag strävar efter att möta kundernas behov och skapa åtråvärdavärde erbjudanden är det avgörande att förstå kunderna och deras beteende. Genom semistrukturerade intervjuer med kunder som köpt en VR HSTS undersöker denna studie deras beteende med syftet att förstå vad som driver dem till att köpa en VR HSTS. Genom att analysera resultaten med hjälp av tematisk analys och ett anpassat teoretiskt ramverk baserat på theory of planned behavior kartläggs faktorerna som ses som viktigast i beslutsprocessen. Denna studie sammanfattar att nyckelfaktorerna som tas hänsyn tillvid köpet av en VR HSTS är uppfattad kvalitet på VR och den specifika VR HSTS, vad andra människor, som utövar samma hobby men som kunderna inte känner, tycker om VR HSTS, vad personer som de känner tycker om produkten eller köpet, pengar och enkelt köp och användning. Denna studie anser att forskningsområdet om konsumentbeteende inom VR HSTS är viktigt för att förstå kunder inom ett snabbtutvecklande område, där vår studie bidrar med nya insikter och faktorer som är viktiga för kunderna när de gör ett köp av VR HSTS.

Although consumers’ need for a healthy and sustainable lifestyle drives natural cosmetics consumption, various claims of natural cosmetics make consumers confused and distrustful. This study aimed to explore factors that affect consumers' purchasing behavior of natural cosmetics under the theoretical framework of planned behavior (TPB). The study adopted the qualitative method of purposive sampling. Semi-structured interview technique and thematic analysis were used to collect and analyze data from 21 consumers of natural or traditional cosmetics living in Uppsala. The results showed: consumers had uncertain attitudes towards buying natural cosmetics, which had no obvious impact on the purchasing behavior; the perceived social pressures from family, relatives, groups, etc. had a clear positive impact on the purchasing behavior; online purchasing, recommendation from others, and sustainable lifestyle facilitated the purchasing behavior; high price, inconvenient purchasing location, lack of knowledge, non-harmonized certifications, etc. led to the inconsistency between consumers' purchasing intention and actual purchasing behavior. Product knowledge was explored as an important resource that consumers need. The above findings can be used to improve marketing strategies like harmonized certifications. This study also paves the way for future quantitative verification of these factors.

The industry that shows the strongest growth and development online is the foodindusty. The prognosis shows that this development will only continue to increase. One problem with the online grocery shopping lies in the fact that consumers find it difficult to differentiate the product packaging. Consumers also find it more difficult to evaluate the product traits online versus in physical stores. Companies must therefore start thinking about designing packaging that should also fit digitally. Companies who do not adapt to the new digital landscape run the risk of losing customers, see the margins fall and being out- competed by other companies who have come further in this work. This study therefore aims to analyze which communicative elements on the digital packaging that consumers consider ease their purchasing decisions when shopping for groceries online. This is to be able to create direct communication on the digital packaging which in turn can lead to purchases. In order to examine this, theories in visual communication and consumer purchasing behavior have been analyzed as secondary data together with primary data in the form of three focus groups and fifteen semi-structured interviews. The interview answers have then been analyzed and set against previous theories. This led to the following conclusions: The communicative elements on the digital packaging that consumers consider eases their purchasing decisions when shopping for groceries online are: Consumers want to be able to easily see the brand's logotype and quantity/volume must be clearly stated. It is also important to have an image presenting the packaging's content, clearly state what the product is and labels, especially in the form of eco-labels and origin. / Den bransch som visar på den starkaste tillväxten och utvecklingen online är livsmedelshandeln. Prognosen visar att denna utveckling bara kommer fortsätta öka. En problematik med handeln av livsmedel online ligger i att konsumenter nästan inte ser någon skillnad på förpackningarna. Konsumenter har även svårare att utvärdera produktegenskaper online kontra fysisk butik. Företag måste därmed börja tänka på att designa förpackningar som även ska passa digitalt. Företag som inte anpassar sig till det nya digitala landskapet riskerar förlora kunder, se marginalerna falla och bli utkonkurrerade av andra aktörer som kommit längre i detta arbete. Denna studie syftar därmed till att undersöka vilka kommunikativa element på digitala förpackningar som konsumenter anser underlättar deras köpbeslut när de handlar livsmedel online. Detta för att kunna skapa en tydlig kommunikation på digitala förpackningar som i sin tur ska kunna leda till köp. För att undersöka detta har författarna analyserat teorier inom visuell kommunikation och konsumentköpbeteende som sekundärdata tillsammans med primärdata i form av tre fokusgrupper samt femton semistrukturerade intervjuer. Intervjusvaren har sedan analyserats och ställts mot tidigare teorier. Våra slutsatser är följande: De kommunikativa element på digitala förpackningar som konsumenter anser underlättar deras köpbeslut när de handlar livsmedel online är: Att lätt kunna se varumärkets logotyp och att mängd/volym tydligt framgår. Det är också viktigt med en bild som förmedlar förpackningens innehåll, vad det är för produkt och märkningar, framförallt i form av miljömärkningar och ursprung.

Background and Problem: CSI is a topic with a limited amount of research despite it being a very relevant issue and that its counter pole CSR is one of today’s most popular subjects to study. In both areas there is a gap in the literature regarding the apparel industry where there CSI can be evident in many different aspects, especially in the production process. In the FMCG market, the demand for apparel that has been produced ethically has increased over the years. Still, the importance that the consumers place on ethical attributes in their purchase decisions is rather unknown. Purpose: The study's purpose is to investigate the young consumers’ emotions towards FMCG apparel corporations in order to see if CSI actions give them a negative attitude. It will further be explored to see if the attitude towards the corporations reflects in their intentional purchase behavior and their actual behavior. This will provide insight to the young consumers’ knowledge and interest for CSI, aiding corporations in their quest for excellence when it comes to consumer relationships. Method: This research is done through a deductive, qualitative research. A literature review is done to create a great understanding to the concepts of CSI, consumer attitudes and planned behavior. Four focus groups are conducted as a base for the empirical findings. Further, these two chapters are compared in an analysis to get an understanding about the young consumers’ attitudes towards corporations acting unethically and the affects it may have on their planned behavior. Conclusion: Based on the analysis, the study found clear evidence that the participants have a negative attitude towards corporations’ CSI activities. However, these attitudes did not, as theory suggests, have any effect on the participants’ intended and actual purchasing behavior. Instead it is shown that young consumers base their decisions on contextual factors, where the most significant one is price.

Background: We currently live in a time when consumers trust more on social media and less on traditional advertising as a source of information for their purchasing decisions. Social media and traditional advertising must be integrated somehow so that marketers can communicate more effectively with their target market. In this investigation, the influence of music influencers on consumer behavior is analyzed, getting to the conclusion that the benefits of influencer and social media marketing increases customer experience and credibility, as it gives a brand the ability to communicate with its customers and develop a long-term relationship. The music resource is combined with the influence of the artist's personality to generate strategies that are effective but not totally rewarded by the consumers. Purpose: The purpose of this study is therefore to explore what influence Latin American artists have on the behaviour of Latin American consumers and how companies can use these motivations to structure their own marketing campaigns. Method: In order to carry out the following research work, the following stages are proposed: Firstly, a theoretical framework will be elaborated using the methodology of literature review, secondly a qualitative research which will consist of an empirical analysis the instrument chosen for this is an interview with a professional in the sector. And finally quantitative research The survey is the instrument chosen to collect the information that will drive the quantitative research proposed for this study. Conclusion: The results suggest that artists have an influence on the purchasing behaviour of Ibero-American consumers. By establishing connections between literature review, empirical data and surveys, a significant relationship was found that affirms the theory. The study reveals evidence that consumers in general can be influenced by music as a formative variable of the environment or atmosphere. The benefits of influencer and social media marketing increases customer experience and credibility, as it gives a brand the ability to communicate with its customers and develop a long-term relationship. The music resource is combined with the influence of the artist's personality to generate strategies that are effective but not totally rewarded by the consumers. From there, marketers should take this research into account when implementing artists in their campaigns in Latin America.

Title: The role of marketing in the pursuit of sustainable consumption Level: Student thesis, final assignment for Bachelor Degree in Business Administration Authors: Emelie Johansson, Elin Lundin Supervisor: Zahra Ahmadi and Akmal Hyder Examiner: Agneta Sundström Date: 2020 – 06 Aim: The aim of the study is to examine the extent to which sustainable consumption is perceived and how sustainable marketing influences consumers' purchasing behavior and awareness.   Method: In this study, we have used a quantitative method consisting of a survey. The survey was answered by a total of 223 respondents in order to test the study's hypotheses and purpose. Hypothesis testing was performed by descriptive analysis and correlation analysis using the SPSS program. The results obtained are reported in tables and analyzed in comparison with previous theory. Conclusion: The study has shown that consumers have a high level of awareness of sustainable consumption. However, sustainable consumption is not complied with to the same extent as the consumer is conscious, which is influenced by factors of price and habit. Studies have also shown that sustainable marketing has an effect on the consumer's buying behavior and awareness and that consumers demand more communication about this from the grocery stores. Contribution: The study has contributed to the supplementation of already existing research in sustainable consumption and sustainable marketing. We have been able to demonstrate a link between sustainable marketing and consumer sustainable consumption. The study's main benefits are showing how grocery stores can increase their understanding of their consumers and what sustainability issues motivates them in their efforts to promote sustainable consumption. Keywords: Sustainable marketing, sustainable consumption, environmental awareness, purchasing behavior, purchasing decisions, overconsumption, climate change, grocery stores, groceries. / Titel: Marknadsföringens roll i strävan mot hållbar konsumtion Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi   Författare: Emelie Johansson, Elin Lundin Handledare: Zahra Ahmadi och Akmal Hyder Examinator:  Agneta Sundström Datum: 2020 – 06 Syfte: Syftet med studien är att undersöka i vilken utsträckning hållbar konsumtion uppfattas samt hur hållbar marknadsföring påverkar konsumenters köpbeteende och medvetenhet. Metod: I denna studie har vi använt en kvantitativ metod bestående av en enkätundersökning. Enkätundersökningen besvarades av totalt 223 respondenter i syfte att testa studiens hypoteser och syfte. Hypotesprövning utfördes genom deskriptiv analys och korrelationsanalys med hjälp av programmet SPSS. Resultaten som utvanns redovisas i tabeller och analyseras i jämförelse med tidigare teori.   Slutsats: Studien har visat att konsumenter har en hög grad av medvetenhet om hållbar konsumtion. Däremot efterlevs inte hållbar konsumtion i samma utsträckning som konsumenten är medveten, vilket påverkas av faktorer såsom pris och vana. Studien har även visat att hållbar marknadsföring har effekt på konsumentens köpbeteende och medvetenhet och att konsumenterna efterfrågar mer kommunikation om detta från livsmedelsbutikerna.    Uppsatsens bidrag: Studien har bidragit till komplettering av redan befintlig forskning inom hållbar konsumtion och hållbar marknadsföring. Genom att vi kunnat påvisa ett samband mellan hållbar marknadsföring och konsumenternas hållbara konsumtion. Studien ger främst nytta till livsmedelsbutiker för att öka förståelsen för dess konsumenter och vad som motiverar dem i arbetet med att främja hållbar konsumtion. Nyckelord: Hållbar marknadsföring, hållbar konsumtion, miljömedvetenhet, köpbeteende, köpbeslut, överkonsumtion, klimatförändring, livsmedelsbutiker, dagligvaror.