Background: From a marketing perspective, personalisation of online advertising is a very promising way of reaching customers and will play an increasingly important role in the future. Personalisation on the Internet is far more widespread than in the offline world and can cover all online interactions when it comes to the question of what information to personalise. It directly relates to the issue of privacy of personal data and creates a need for a privacy policy that clarifies the relation between personalisation and privacy. Problem: Personalisation represents one of the main advantages of the Internet and al-lows marketers to target individual customers directly and adapt their marketing communications to the user’s preferences and needs. On the one hand, personalisation can give customers access to better service, products and communication and provides an experience of one. On the other, privacy issues related to the Internet and personalisation in particular are a contemporary topic of growing interest. Internet users are increasingly aware of the fact that websites collect information about them and their privacy concerns are growing. Personal information is necessary for personalising advertisements. Therefore, this development contradicts the customer’s increased demand for personalisation and the trend towards narrowly targeted marketing. Purpose: The purpose of this thesis is to explore if personalised online advertising could be perceived as a danger to customer’s privacy or on the other hand, facilitate the purchase decision process. Method: In order to answer the purpose and the research questions, a survey has been conducted with 152 JIBS students asking them about their opinion on e-advertising and their fears about it. After the questionnaires had been collected, different analysis such as univariate analysis and bivariate analysis has been done using SPSS. Conclusions: In summary it can be said that the respondent’s general perception of personalised e-ads is negative; they do not believe that they make shopping easier and they see a danger for their privacy in how companies collect the customer’s information and use it.

Background Children are influencing the family’s decision making process regarding food products. The children’s spending power is increasing and they become consumers in an early age. By influencing the parents, the children make them buy products that they had not planned to buy or make the parents avoid products that they usually would have bought. Online food shopping is increasing in Sweden and the home delivery grocery bag is the category of online food that has increased the most from 2010 to 2011. Familyfood Optima AB is one of the home delivery grocery bags companies that deliver grocery bags in the south of Sweden. Purpose The purpose of this thesis is to find how children affect their parents’ behavior of purchasing home delivery grocery bags. Method To understand how children affect their parents in the decision of home delivery grocery bags a qualitative approach was used where twelve semi-structured interviews were held. Seven of the interviews were held with customers to Familyfood Optima AB. Four interviews were held with non-customers that had been customers to Familyfood Optima AB and one interview was held with a respondent that never had been a customer of a home delivery grocery bag company. Conclusion Children are influencing their parents in the decision to purchase home delivery grocery bags. They also influence the parents in the decision of whether or not to continue purchasing the home delivery grocery bag. The decision of purchasing a home delivery grocery bag depends on the children’s influence and the extent of the parent’s yielding. To influence their parents, the child use both direct and indirect influence techniques and three of the five bases of power. The children’s influence is also dependent on the child’s age and the influence from peers.

During the past two decades, as internet has spread across the world, bringing people and businesses closer, e-commerce has been on a rapid expansion. To be a part of the expanding market, businesses have put a lot of effort to understand consumer behavior online, and to adapt. E-commerce differs drastically from traditional stores in the way that consumers are able to browse commercial web shops in search for the desired product, without outside influence. To understand how customers behave when purchasing a product, the Dewey model, customer buying process, is used. This process consists of five steps, which are: need recognition, information retrieval, information evaluation, buying decision and evaluation. However, within e-commerce, the web shops are the only platform where the business have the opportunity to affect the customers, as there are no salespersons to affect customers’ decisions as in traditional stores. As the web shop is platform for communication within e-commerce, it increases the importance for businesses to understand how their visitors react to features on their web shops. Visual features of websites, such as color and layout, can be crucial when a potential customer makes a purchase. The purpose of this study is to see how several visual features affect the purchasing behavior throughout Dewey’s model, customer buying process.The findings and analysis shows that some features are valued higher from each other, some are dependent on each other, and some are being taken for granted. First impression, product information and purchase methods, are among the crucial moments throughout the buying process. Our test conducted shows that the different features have different impact throughout the buying process.

This thesis is a study about subliminal messages and consumer attitudes towards the use of product placement as subliminal advertising and their behaviors afterwards. The effects of subliminal advertising have been ambiguous and controversial for a long time. Therefore this thesis was designed to understand consumer attitudes towards the way companies use product placement in movies or TV shows and how it may affect their behaviors by using focus group interviews, and the previous study about consumer attitudes towards product placement were also studied. As for the interviews, the samples from Karlstad University were divided into three groups: the Swedish group, the French group, and the German group; so that the results can be compared in order to see if people from different cultural backgrounds have different points of view. The results showed that most of the participants have the same idea that subliminal advertising is interesting, and as long as the product placement does not ruin the entertainment that they are supposed to get from watching a movie, then the attitude is still positive. The behaviors that can happen the most are talking with friends and looking up for information about products or brands, but the possibility of them to buy those brands are less since it also depends on other factors, such as brand preferences, center of interests, and purchasing power.

The master thesis explores consumer behaviour of young women on the hairdressing services market. It focuses on purchase motivation, perceived risks associated with this type of service and determines factors that influence the choice of a hairdressing salon. It also examines satisfaction of the research target group with hairdressing services. The first part of the thesis covers the specifics of service marketing and consumer behaviour in service context. That is followed by chapter summarizing the results of research on the topic from secondary sources. Practical part of the thesis is introduced with a chapter dedicated to the conducted individual interviews. Hypotheses are defined based on secondary data and the individual interviews. The last part of the thesis analyses the results of the questionnaire survey, verifies hypotheses defined in the previous chapter and summarizes the findings to make recommendations that can primarily serve hairdressers and hairdressing salons.

La presente investigación tiene como finalidad identificar la relación del marketing experiencial en el proceso de decisión de comprala lealtad de consumo de cines en millennials del NSE AB de la zona 7 de Lima Metropolitana. Para ello, se implementó una metodologís mixta, en la que la en primera instancia es basada en una investigación cualitativa, dentro de la cual se realizaron entrevistas; seguido de una investigación cuantitativa en la que se realizaron 261 encuestas, logrando obtener hallazgos de dicha herramienta, tales como correlaciones positivas entre la lealtad y la experiencia a través de producto, punto de venta y consumo. Los hallazgos sobre el marketing experiencial en la lealtad de los millennials son relevantes para sector cinematográfico; puesto que ayuda a entender cuáles son las dimensiones del marketing experiencial que tienen un mayor impacto sobre los jóvenes y cómo es que la lealtad de marca se puede medir en base a una serie de indicadores que todas las empresas del rubro deberían tener en consideración para su estrategia de marketing. Finalmente, las palabras clave de la presente investigación son: marketing experiencial, proceso de decisión de compra, millennials y lealtad. / The objective of this research is to identify the relationship of marketing experience in the consumer loyalty purchase decision process of cinemas in millennia of NSE AB in zone 7 of Metropolitan Lima. For this, a mixed methodology is implemented, in the first instance it is based on a qualitative research, within which interviews are found; 261 surveys, obtaining findings from this tool, stories as positive correlations between loyalty and experience through the product, point of sale and consumption. The findings on experiential marketing in millennial loyalty are relevant to the film industry; since it helps to understand what are the dimensions of experiential marketing that have a greater impact on young people and how brand loyalty can be measured based on a series of indicators that all companies in the field should take into account for their marketing strategy. Finally, the keywords of this research are: experiential marketing, purchasing decision process, millennials and loyalty. / Trabajo de investigación

This thesis was conducted to better understand how consumers in Sweden are affectedin the evaluation stage of the EBM model in the context of social media advertisingexposure within the fashion industry and further to identify what factors are importantfor consumers when evaluating different options and see what type of advertisementthat is preferred. The thesis was conducted using a qualitative approach and datacollection consisted of conducting 25 in-depth semi-structured interviews withconsumers representing different parts of Sweden and 2 expert interviews to betterunderstand the retailer's perspective. The authors found that social media advertisinginfluences consumers decision-making and that it can affect the consumer evaluationstage however mainly through the information search stage. The authors further foundthat sponsored advertisements are the preferred type, and that advertising can createboth negative and positive relationships. The authors could see that social mediaadvertising exposure affected consumers and made them willing to try new brands outbut often choose brands that they previously had a relationship with. The author'simplication of consumers' receptiveness towards social media advertising togetherwith their habits of taking their final decision on retailers or brands websites showhow marketers focus need to be on click through and targeting consumers makingtheir final decisions there. The thesis provides useful knowledge in consumerbehaviour and implications for how brands and retailers within the fashion industryshould focus their marketing efforts.

En omfattande digitalisering har under den senaste tiden pågått i samhället där många företag väljer att till viss del eller helt flytta sin verksamhet till internet. För vissa branscher har det varit mer optimalt att skifta försäljningskanal, medan andra har stött på hinder. Livsmedelsbranschen är den bransch som dominerar totalmarknaden men den halkar efter i digitaliseringen. Denna studie har som syfte att ta reda på vilka faktorer som påverkar konsumenter att handla livsmedel på nätet. För att tillgodose studiens syfte användes en enkätstudie. Detta skapade möjlighet att få en djupare förståelse för konsumenternas beteenden. Enkätstudien bidrog också till att få en så bred bild om ämnet som möjligt inom den givna tidsramen för uppsatsskrivandet. Det empiriska materialet användes sedan som diskussionsunderlag till att jämföra med vad tidigare forskning har kunnat dra för slutsatser kring ämnet. Slutsatsen av studien är att det fortfarande är många konsumenter som inte handlar livsmedel på nätet. Respondenterna i denna studie ansåg att den främsta faktorn som påverkar att de hellre köper livsmedel i fysisk butik är att de vill kunna se och känna på varorna först. Priset på varor och fraktkostnad är även de faktorer som hade stor påverkan på varför konsumenter väljer bort att handla livsmedel på nätet. De faktorer som visade sig ha störst påverkan på hur ofta respondenterna handlade livsmedel på nätet var ålder, hushållsstorlek, varupris, fraktkostnad, krånglig retur/reklamation av varor samt trygga betalningsalternativ. / In recent times, an extensive digitalization has taken place in society where many companies choose to move their business to the Internet to some extent or completely. For some industries, it has been more optimal to change sales channels, while others have encountered obstacles. The food industry is the industry that dominates the total market, but it has fallen behind in the digitalization. The purpose of this study is to find out which factors that influence consumers to buy groceries online. In order to meet the purpose of the study, a survey study was used. This created the opportunity to gain a deeper understanding of consumer behaviour. The survey also helped to get as broad a picture of the topic as possible within the given time frame for the writing of the essay. The empirical material was then used as a discussion basis to compare with what previous research has concluded about the topic. The conclusion of the study is that there are still a lot of consumers who do not buy groceries online. The respondents in this study considered that the main factor that influences the fact that they prefer to buy groceries in a physical store is that they want to be able to see and feel the products first. The price of the products and shipping costs are also factors that had a major impact on consumers opinions. The factors that were found to have the greatest impact on how often the respondents buy groceries online were age, size of household, product price, shipping cost, difficult return/reclaim of products and secure payment options.

Consumers now more than ever are concerned by a teeming pool of social and cultural powers-Social Media Influencers (SMI)-that influence their purchasing decisions. Fashion as one of the most extensive industries in the world has spurred the rise of fashion SMIs on Instagram. As such , identifying that previous literature has studied female and male consumers jointly, this thesis thus, by employing a psycho-social methodological approach and a Consumer Culture theory perspective, takes a rather explorative modus operandi in trying to understand the perception of Swedish female consumer toward fashion SMIs while identifying the factor related to fashion SMIs that contour Swedish female consumers perceptions and facilitate purchasing decisions. Some of the findings are 1) fashion SMIs that are always presenting their perfect self are considered mischievous, 2) fashion SMIs consumers to discover their true selves, 3) fashion SMIs expertise is highly valued when seen outside a collaboration, 4) fashion SMIs trustworthiness is enhanced when they also present the flaws of their lives,5)consumers are rational buyers and regardless of the great influence of fashion SMIs, they finalize their purchasing decisions based on their needs, product attributes, and opinions received from friends and family.

The aim of this study is to explore how residents of northern Sweden's consumer behavior regarding groceries has changed during a time of high inflation. As a result of the recent COVID-19 pandemic, as well as the war in Ukraine, the Swedish economy currently suffers from high inflation. The inflation rate in December of 2022 was at 12.3%, which is the highest rate in the country since the financial crisis in the early 1990s. Moreover, When Russia invaded Ukraine, supply disruptions returned, causing an especially great disturbance in the energy supply which further increased inflation. An evident consequence of this, is the spike in food prices, and subsequently also changes in consumer behavior.  The purpose of the study is to expand the existing pool of empirical understanding of consumer behavior regarding groceries in the context of high inflation. The objective is to understand the internal and external factors, individual values and experiences that underlie changed consumer behaviors and purchasing decisions in the context of high food inflation among residents of northern Sweden. The goal is not to create generalizable results that can be applied to the different occupational groups. Instead, the aim was to identify patterns and themes among these respondents in their respective contexts.  The results show that consumer behavior has changed in several different ways. Some of the respondents have become more restrictive, others have increased their spendings on food, and others have changed their grocery shopping habits. Based on the analysis of the empirical findings, which were partly understood with existing consumer behavior theories, conclusions were drawn, and the research questions were answered. Thereon, implications and future research suggestions are presented.