There are many recent studies that indicate an attitudinal change in the male shopper population. Many of these studies indicate dissatisfaction with the majority of current advertising messages because they feel they are not speaking to a male audience. In fact, many male consumers feel that the tone and content of the ad ignores them entirely. This report examines reasons why the male consumer of today is dissatisfied with current advertising messages and where marketers can make revisions. This report 1) studies the gender role shift of the past few decades, how it has impacted the concept of masculinity and what we know about the modern male shopper; 2) evaluates Tuncay’s eight themes of idealized masculinity as they apply to current advertising messages; 3) looks at how a new approach to segmenting the market can improve our understanding; and 4) considers in what way we can apply these findings to marketing practices today. / text

Para la elaboración del presente trabajo de investigación, se tuvo en cuenta los principales problemas que presentan las personas que llevan un estilo de vida saludable o vegano. Esto se vio agraviado por la coyuntura que afecta actualmente a nivel mundial por la pandemia del COVID-19. Uno de los principales problemas reside en la dificultad de encontrar todos los productos en un solo lugar. Por otro lado, se encuentra la demanda de tiempo que requiere la preparación de algunos alimentos que no se encuentran en todos los supermercados. Ante esta problemática, nuestro equipo de investigación planteó el desarrollo de una plataforma digital (shopper) mediante el cual las marcas de productos saludables puedan ofrecer sus distintas categorías o presentaciones; de modo que los consumidores puedan encontrar una amplia variedad de insumos saludables en un solo lugar, a esto se suma las facilidades de pago y seguridad que ofrece nuestra plataforma de fácil uso. Con respecto a la realización del presente trabajo se realizaron diversos experimentos con usuarios que permitieron realizar las proyecciones adecuadas, planeaciones estratégicas, operativos, de marketing, recursos humanos, responsabilidad social y financieros en base a las necesidades del mercado. En nuestro análisis cuantitativo, concluimos en la necesidad de realizar una inversión de S/ 8,968.00 nuevos soles para obtener S/ 14,355.25 nuevos soles para el tercer año. Siendo el valor del proyecto un monto entre S/ 76,823.00 nuevos soles y S/ 119,955.00 nuevos soles. / For the elaboration of this research work, the main problems presented by people who have a healthy or vegan lifestyle were taken into consideration. This was aggravated by the current situation of the COVID-19. One of the main problems is the difficulty for people to find all products in one place. On the other hand, there is the demand for time to prepare some foods that are not found in all supermarkets. In response to this problem, our investigation team proposed the development of a digital platform (shopper) through which brands of healthy products can offer their different categories or presentations; so the consumers can find a great variety of healthy products in one place. Besides, it is easy to pay and safe to use our platform. Regarding the realization of the present work, several experiments were carried out with users that allowed us to make the appropriate projections, strategic planning, operational, marketing, human resources, social responsibility and financial based on market needs. In our quantitative analysis, we concluded the necessity to make an investment of S/ 8,968.00 soles to obtain S/ 14,355.25 soles for the third year. The value of the project is between S/ 76,823.00 soles and S/ 119,955.00 soles. / Trabajo de investigación

I denna rapport undersöker vi om en personal shopper tjänst är bra att införa i en modekedja med en bred målgrupp inom lågprissegmentet. Vi samarbetar med Gina Tricots huvudkontor där vi ska utveckla tjänsten tillsammans med Fredrik Appelqvist, retail ansvarig på Gina Tricot. I rapporten tar vi reda på om målgruppen är intresserad av tjänsten och hur de i så fall vill att den ska vara utformad. Detta för att se om det är ett strategiskt val för modekedjan Gina Tricot att starta upp en personal shopper tjänst ute i butik.I detta arbete har vi tillämpat några modeller för att undersöka på vilket sätt kunderna tar sina köpbeslut. Modellerna används för att se vart personal shoppern kan komma in och påverka kundens köpbeslut, för att kunden ska bli nöjd och sprida en positivitet om företaget. Vi hänvisar till en skräddarsydd enkät där vi har gjort ett urval av kunder som ftt svara på ett antal frågor om personal shopper tjänsten och vad dessa vill få ut av sitt besök i butiken. Vi beskriver modets roll i samhället och hur det påverkar oss. Där man allt tydligare ser hur viktigt det är att vara ”rätt” klädd idag. Undersökningen har givit oss en tydlig bild av att Gina Tricots kunder gärna ser att företaget inför en personal shopper tjänst i butikerna. Respondenterna har bland annat uttryckt att de vill få hjälp med stilval, samt att tjänsten ska vara lättåtkomlig och gratis. Materialet vi har fått fram under rapportens gång har vi aktivt delgett till Fredrik Appelqvist. Gina Tricot har nu beslutat att genomföra en testintroduktion av personal shopper tjänsten på Gina Tricot i Oslos flaggskeppsbutik som är belägen på gatan Grensen. In this report, we investigate whether a personal shopper service is good to introduce in a fashion chain with a broad audience in the low price segment. We work with Gina Tricot headquarters where we will develop the service along with Fredrik Appelqvist, retail manager at Gina Tricot. In this report, we want to find out if the target audience is interested in the position and how they want it to be designed. This is to see if there is a strategic choice for the fashion chain Gina Tricot to start up a personal shopper service in stores.In this work we have applied a few models to look at how customers make their buying decisions. The models used to see where personal shopper can come in and influence customer buying decisions, for the customer to be happy and spread a positive attitude about the company. We refer to a customized questionnaire, where we have made a selection of customers who are asked a series of questions about personal shopper service, and what they want out of their visit to the store. We describe the role of fashion in society and how it affect us. The importance to wear right clothes at the right time where you see even more clearly how important it is today.The survey has given us a clear picture of the Gina Tricot customers would like to see the company facing a personal shopper service in the stores. The respondents, in particular, expressed their wish to get help with personal style, and that the service should be easily accessible and free. The material we have been presented in the report once we have actively disclose to Fredrik Appelqvist. Gina Tricot has now decided to conduct a trial introduction of the personal shopper service at Gina Tricot in Oslo's flagship store on the street Grensen. / Program: Butikschef, textil och mode

The thesis deals with mystery shopping and its use in practice. The goal of thesis is to identify and analyze the possibilities to use this method as a tool for the effective control of sales staff. The thesis is divided into three chapters. The first chapter contains information about retailing and its division. The second chapter deals with mystery shopping including: introduction of the method and its history, MS technics, internationally valid standards for MS and characteristic of the mystery shopper. The last chapter focuses on practical research which was carried out in cooperation with O'Neill company.

Este estudo tem como objetivo principal avaliar o visual merchandising como ferramenta capaz de alterar a percepção e disposição dos shoppers para o consumo de moda em hipermercados. Dessa forma, colabora com o delineamento de estratégias que sejam determinantes na oferta da categoria moda para o segmento supermercadista, haja vista o desafio da gestão de categorias antagônicas (produtos hedônicos e utilitários) em um mesmo ponto de venda, prática crescente no segmento varejista alimentar de grandes superfícies. Para atender tal objetivo foram definidas cinco etapas: (1) levantamento através da revisão bibliográfica dos parâmetros ideais para o uso das ferramentas de visual merchandising configurando um modelo das melhores práticas; (2) identificação do panorama geral das estratégias da atmosfera de loja atualmente empregadas nos hipermercados para comercialização de artigos na seção moda; (3) correlação das práticas do mercado-alvo obtidas no estudo in loco com os dados oriundos da revisão bibliográfica; (4) questionamento do público consumidor feminino acerca de suas impressões em relação aos hipermercados estudados correlacionando-se os dados de satisfação com o overview teórico e aqueles identificados no mercado; e (5) verificação junto ao público consumidor sobre a capacidade do ambiente de loja alterar as percepções de valor dos produtos e sua disposição à compra. O estudo, portanto, é de caráter descritivo e qualitativo, utilizando-se dos métodos de observação e entrevista. A análise dos dados permitiu concluir, entre outros aspectos, que os recursos de visual merchandising que compõe a atmosfera de loja são relevantes na decisão de compra e que a imagem de marca (sobretudo de preço baixo) e a possibilidade de pouca variedade de produtos altamente especializados, afetam a definição de uma missão de compra hedônica. Logo, a missão de compra utilitarista, tradicionalmente vinculada aos hipermercados, tem na atmosfera de loja um contraponto positivo para estimular o consumo de vestuário de moda, sendo que, quanto maior o conteúdo de moda da categoria de produtos comercializados, mais importante será uma atmosfera de loja com identidade e linguagem próprias do varejo especializado de moda, diferenciando o setor do restante do hipermercado / The main goal of this study is to evaluate the visual merchandising as a tool capable of changing the perception and disposition of shoppers for the purchase of fashion products in hypermarkets. In this way, it collaborates with the definition of strategies that are determinant in the offer of fashion for the supermarket segment, given the challenge of managing antagonistic categories (hedonic and utilities products) at the same place, a growing practice in the food retail segment of great surfaces. To meet that goal, five steps were defined: (1) data collection through the bibliographic review of the ideal parameters for the use of visual merchandising tools, setting up an ideal theoretical model for the practice; (2) Identification of the general panorama of the stores atmosphere strategies currently used in hypermarkets for the retail of fashion items; (3) correlation of target markets practices, obtained in the study in loco with the data from the bibliographic review; (4) questions presented to the female customers about their impressions of the hypermarkets analyzed, correlating the satisfactory elements with the theoretical model and those identified in the market. And (5) examination of the consumers opinion about the ability that the stores environment have in changing their perceptions regarding the value of products, and their willingness of purchasing of such items. Therefore, this study is descriptive and qualitative, using observation methods and interview. The analysis of the data has allowed a conclusion that shows that the visual merchandising features that set up a stores atmosphere are relevant in the purchase decision, and that the brand image (especially with a low price characteristic) and the offer of a small variety of products, change the definition of a hedonic buying mission, among other aspects. Therefore, a utilitarian buying mission, traditionally linked to hypermarkets, has a positive counterpoint in the stores atmosphere to encourage the purchase of fashion clothing, being that: the greater the fashion content in the category of products, the more important is a stores atmosphere that presents identity and specialized characteristics from the fashion commerce, differentiating the section from the rest of the hypermarket

Este estudo tem como objetivo principal avaliar o visual merchandising como ferramenta capaz de alterar a percepção e disposição dos shoppers para o consumo de moda em hipermercados. Dessa forma, colabora com o delineamento de estratégias que sejam determinantes na oferta da categoria moda para o segmento supermercadista, haja vista o desafio da gestão de categorias antagônicas (produtos hedônicos e utilitários) em um mesmo ponto de venda, prática crescente no segmento varejista alimentar de grandes superfícies. Para atender tal objetivo foram definidas cinco etapas: (1) levantamento através da revisão bibliográfica dos parâmetros ideais para o uso das ferramentas de visual merchandising configurando um modelo das melhores práticas; (2) identificação do panorama geral das estratégias da atmosfera de loja atualmente empregadas nos hipermercados para comercialização de artigos na seção moda; (3) correlação das práticas do mercado-alvo obtidas no estudo in loco com os dados oriundos da revisão bibliográfica; (4) questionamento do público consumidor feminino acerca de suas impressões em relação aos hipermercados estudados correlacionando-se os dados de satisfação com o overview teórico e aqueles identificados no mercado; e (5) verificação junto ao público consumidor sobre a capacidade do ambiente de loja alterar as percepções de valor dos produtos e sua disposição à compra. O estudo, portanto, é de caráter descritivo e qualitativo, utilizando-se dos métodos de observação e entrevista. A análise dos dados permitiu concluir, entre outros aspectos, que os recursos de visual merchandising que compõe a atmosfera de loja são relevantes na decisão de compra e que a imagem de marca (sobretudo de preço baixo) e a possibilidade de pouca variedade de produtos altamente especializados, afetam a definição de uma missão de compra hedônica. Logo, a missão de compra utilitarista, tradicionalmente vinculada aos hipermercados, tem na atmosfera de loja um contraponto positivo para estimular o consumo de vestuário de moda, sendo que, quanto maior o conteúdo de moda da categoria de produtos comercializados, mais importante será uma atmosfera de loja com identidade e linguagem próprias do varejo especializado de moda, diferenciando o setor do restante do hipermercado / The main goal of this study is to evaluate the visual merchandising as a tool capable of changing the perception and disposition of shoppers for the purchase of fashion products in hypermarkets. In this way, it collaborates with the definition of strategies that are determinant in the offer of fashion for the supermarket segment, given the challenge of managing antagonistic categories (hedonic and utilities products) at the same place, a growing practice in the food retail segment of great surfaces. To meet that goal, five steps were defined: (1) data collection through the bibliographic review of the ideal parameters for the use of visual merchandising tools, setting up an ideal theoretical model for the practice; (2) Identification of the general panorama of the stores atmosphere strategies currently used in hypermarkets for the retail of fashion items; (3) correlation of target markets practices, obtained in the study in loco with the data from the bibliographic review; (4) questions presented to the female customers about their impressions of the hypermarkets analyzed, correlating the satisfactory elements with the theoretical model and those identified in the market. And (5) examination of the consumers opinion about the ability that the stores environment have in changing their perceptions regarding the value of products, and their willingness of purchasing of such items. Therefore, this study is descriptive and qualitative, using observation methods and interview. The analysis of the data has allowed a conclusion that shows that the visual merchandising features that set up a stores atmosphere are relevant in the purchase decision, and that the brand image (especially with a low price characteristic) and the offer of a small variety of products, change the definition of a hedonic buying mission, among other aspects. Therefore, a utilitarian buying mission, traditionally linked to hypermarkets, has a positive counterpoint in the stores atmosphere to encourage the purchase of fashion clothing, being that: the greater the fashion content in the category of products, the more important is a stores atmosphere that presents identity and specialized characteristics from the fashion commerce, differentiating the section from the rest of the hypermarket

The Thesis looks into problems of in-store communication from Brief of POS to final placement at the store. The core of the Thesis is to reveal non-efficient fields of otherwise very successful tools. The goal is to verify hypothetic problems which influence full effectiveness of POS tools at retail stores. The Thesis brings a different frame of reference and tries to reveal problems and make them visible, but to find out solutions as well. The results are supported by researches from 3 different fields. They are the customer research, the supplier and POS implementer research, and retail research (hypermarket). The methods used are observation, interview (personal and questionnaire) and assisted shopping. Confirmed problems which follow from researches and influence the effectiveness of POS are these: no certain definition of POS goals; inadequate attractiveness of POS for customers; low-cost production instead of creativity and originality; no harmony between material of display and exposed products and bad cooperation between all subjects within process of POS.

With the emergence of urban shopping mall in Taiwan, the general commodity marketers created a new retailing business model. Several stores of the same product category convene together in the mall to take advantage of the congregation of a consumer crowd. The current study conducted a questionnaires survey at Dream Mall of Kaohsiung, Taiwan, studying consumer behavior regarding the same-product category store: purchase readiness, information search, and store choice. The three testing same-category-stores in the mall are Daiso, Nitori and the Working House, which all are selling household wares. Another two major topics of the current research are shopper types and evaluation of shopping mall. The 468 valid consumer subjects for the study were randomly solicited to participate the questionnaires survey at the door fronts of each above stores.The result of indicates there exist different types of shopper in the mall., There are significant differences in terms of purchase readiness and in information search. Moreover, purchase readiness and attribute consideration on products significantly affect their store choice.

In today's highly competitive and cluttered marketing environment it becomes increasingly harder for brands to differentiate themselves form others. This is especially pronounced in the retail space. Shopper marketing is a discipline that focuses on shoppers and their needs to create a unique shopping experience and thereby increase in-store communication effectiveness. Keeping in mind the challenges of marketing to children, LEGO aims to communicate to its shoppers as well as consumers through the platform of in-store its core values of creative play, fun and learning. The thesis discusses the effectiveness of LEGO shopper marketing, specifically the engagement elements it uses in various channels. The aim is to test and evaluate the impact of these materials on the target audience and sales as well as define the hierarchy of LEGO in-store communication materials. In the theoretical part shopper marketing concepts, shopper beaviour and marketing in the toy industry are discussed.

This diploma thesis deals with a research method that is called mystery shopping. The objective is to introduce of this method, its application in practice, interpretation of results and subsequent proposal of recommendations. Marketing research and the main parts of the research process are in diploma thesis defined. A conception mystery shopper, mystery story are also explained and phases of imaginary shopping are taken to part. The application part is realized through mystery shopping in 42 pharmacy in Prague. The study observes the four chain pharmacy Phramaland, Dr. Max, Lloyds a and Schlecker and focuses on their approach to potential customers and evaluation of quality sales. Recommendations for pharmacy are given according to the analysed results. The closure summarizes the important findings of the thesis.