Physical stores are facing challenges in the retail market when more customers choose to shop online. As to the competition, it has become more important to stand out, especially through visual merchandising which implicate the stores visual communication towards the customers. Visual merchandising is described as something relating to promotional actions such as display windows, sounds, lights, product exposures and color schemes that stores take to communicate their products. Store communication has been shown to have a major impact on people's perceptions of a store. It may also be questioned whether the impact of visual merchandising on people differs depending on whether the exposure applies to clothes for adults or children. With the growth of feminism, borders to gender standards tend to blur butdespite this, the clothing companies still seems to divide the clothes between the genders. The purpose of this paper has been to explore how a concept of a children's clothing store can expand the concept's added value through gender neutral retail exposure . This was achieved through a qualitative method conducted through interviews and observations with parents to children between the ages 0-7. Two theoretical models were used; the SOR- model that was used to grasp customers actions in stores and the Communication model that was used to explain how stores communicate their message to their target group. The study showed that the biggest difficulty in the gender-neutral issue lies in improving society's acceptance of it. It is the outside world's counter-reactions to the children's clothes when they deviate from the stereotypical that causes parents' distance from a complete adoption of gender-neutral thinking. This study is written in Swedish. / Marknaden för fysiska butiker står inför utmaningar då många istället väljer att handla online. I och med denna konkurrens har det blivit viktigare för fysiska butiker att sticka ut, särskilt genom butikskommunikation som innebär butikernas visuella kommunikation mot kunderna. Butikskommunikation beskrivs som något som rör reklamåtgärder som skyltfönster, ljud, ljus, produktexponeringar och färgscheman som butiker anammar för att kommunicera sina produkter. Butikskommunikation har visat sig ha stor inverkan på människors uppfattning om en butik. Det kan ifrågasättas om effekterna av butikskommunikationen på människor skiljer sig beroende på om exponeringen gäller kläder för vuxna eller barn. I och med att Hbtq1 personer får ta mer plats i samhället tenderar gränserna för könsnormer att bli suddiga, men trots detta verkar klädföretag fortfarande dela upp kläderna mellan könen. Syftet med uppsatsen har därför varit att undersöka hur ett butikskoncept för barnkläder kan utöka konceptets mervärde med hjälp av könsneutral butiksexponering. Detta uppnåddes genom en exprementiel kvalitativ metod som genomfördes genom intervjuer och observationer med föräldrar till barn mellan åldrarna 0-7. Två teoretiska modeller användes; SOR-modellen som användes för att förstå kundernas handlingar i butikerna och kommunikationsmodellen som användes för att förklara hur butiker kommunicerar sitt budskap till sin målgrupp. Studien visade att den största svårigheten i den könsneutrala frågan ligger i att förbättra samhällets acceptans av det. Det är omvärldens motreaktioner till barnens kläder när de avviker från det stereotypa som orsakar föräldrars avstånd från en fullständig acceptans av ett könsneutralt tänkande.

This diploma thesis analyses the phenomenon of adapting e-shops selling electronics and computers to the Generation Y in the terms of website usability. The theoretical part is divided into three main chapters. The first chapter describes a consumer behavior, shopping behavior and the difference between shopping behavior in physical stores and their cyberspace counterparts. The following chapter deals with the Generation Y and its characteristics. The last part describes the web usability itself, its common flaws in usability and the topic of web usability testing. The practical part is dedicated to a web usability testing on selected e-shops. The testing itself  was conducted by the user testing method, where all the tested subjects belonged to the Generation Y. A questionnaire and a guided interview were also used to gather information for the study. The survey revealed many elemental flaws in the terms of  web usability of studied samples and presented suggestions how to correct them. A big problem was found mainly in the design structure of the sites. Users were under constant advertisement pressure which has neutral or even negative effect on the Generation Y.

The modern retail landscape is experiencing a continuous change due to digitalization. With the growing number of available channels, consumers' consequent behavior within the fashion retail environment are becoming ever more complex. Which thus poses a challenge for fashion retailers in trying to not only understand them, but how to serve them best. Along this evolution of retail due to digitalization, physical retail stores have closed down due to the increasing competition from e-commerce, although it remains the biggest distribution channel. The role of the physical store is thus experiencing elements of an existential crisis. In this, Generation Z remains an ambiguous consumer segment whose importance will only increase as the generation comes into its purchasing prime. But, Generation Z is not yet well understood as limited research exists on the subject. And as they’re the digital native generation, where retail omnichannel strategies are commonplace, seeking to understand their attitudes, preferences and perceptions of omnichannel retailing, but also the physical store, is thus essential moving into the future. Therefore, the purpose of this study is to distinguish and explore the value of the physical store in the eyes of Generation Z in an omnichannel strategy, within the context of fashion retailing. RQ: What is the role of physical fashion stores within omnichannel strategy, in regard to Generation Z? In order to answer the research question, the method of choice was a qualitative one. The consequent empirical findings were gathered from seven semi-structured interviews, six from Generation Z respondents and one from the CCO of Gina Tricot, yielding a managerial perspective. Thus, allowing for triangulation opportunities. Moreover, besides the empirical findings, we present a proposed framework which illustrates how and why Generation Z’s behavior, preferences and perceptions have ultimately altered the role of physical stores to be one of increasing complementarity within the context of an omnichannel strategy. In describing this evolution, multiple characteristics of Generation Z are distinguished. Finally, this thesis provides a deepened knowledge on how retailers may use their physical store within an omnichannel strategy to better serve Generation Z consumers in order to enhance customer experience and satisfaction. The empirical findings exhibit the physical store as an essential part for consumers within the context of other available channels online. Where multiple aspects otherwise not satisfied through online channels, serve an important purpose for Generation Z consumers. This thesis may thus offer value for retailers in how to balance various appreciated aspects of the physical store, whilst incorporating some of the desired elements of online, to increase the customer experience of physical stores.

While retail business development in Taiwan has reached mature stage for many retail formats, it is still in the rapid growth stage in China. Consumer shopping behavior in Taiwan and China might be different given different economic and retail development progress. The findings of this research support two hypotheses. First the retail format development is different in Taiwan and China. Second the consumer shopping behavior is different in Taiwan and China. All retail formats were developed ahead in Taiwan by around 15-20 years. It took around 35 years in Taiwan to develop up to current status. However, it took a much shorter time for China to catch up. The development was much more concentrated and intensive. The development order is also different. In Taiwan, the order is department store, supermarket, convenience store then hypermarket. In China, however, hypermarket development advances convenience store. Convenience store is still in an early development stage. Shopping behavior in different channel is also different. Taiwan shoppers visit convenience store most often while China shoppers patronize supermarket and hypermarket most frequent. In Taiwan, except household products, most packaged food or beverage are purchased most often from convenience store. In China, most are from supermarket and hypermarket. Moreover, Taiwan consumers are more particular, demanding and sophisticated. If any manufactures would like to enter China market, modern trade is suggested to the most important channel. It is easier for quick distribution, lower risk and more similar practice to Taiwan retail environment. If any retailers would like to enter China market, it is wiser to have international alliances. The retail business now in China plays with big economic scale. Without advanced knowledge, technology as well as rich working capital, it is very challenging to compete in China market. For research in the future, it is recommended to include village information. Under China government policy, village should be upgraded with strong government support. It will provide a more comprehensive pictures if village is included.

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The thesis "Marketing of Elderly People" follow up on the issue of marketing focused on the generation aged over fifty years. Describes the specifics of this generation in the context of the consumer behavior. In the practical part of the thesis is conducted marketing research dedicated to consumables behavior of seniors in regard to Internet commerce. For marketing research was used questionnaire. Analysis of the results obtained information on the relationship of seniors to Internet trading, which is largely the domain of the younger generation already online.

Eine große Herausforderung für Verkehrsmodelle stellt die korrekte Abbildung der Entscheidungsmuster bei der Zielwahl dar. Diese bestimmt die räumlichen Strukturen der Nachfrage und steht in engem Zusammenhang mit zentralen Ergebnissen der Nachfragemodellierung. Rund ein Drittel der Alltagswege in Deutschland sind Einkaufs- und Erledigungwege. Zahlreiche Arbeiten zeigen die Bedeutung von habitualisierten Verhaltensmustern bei der Wahl eines Einkaufsortes. Die Motive der Geschäftswahl gelten als sehr vielfältig. Besondere Bedeutung wird zudem den Primäraktivitätenorten zugeschrieben. Gleichwohl erfolgt die Abbildung der Zielwahl in der Nachfragemodellierung zumeist sehr vereinfachend. Gewöhnlich wird von einem Versorgungseinkauf mit der Geschäftsgröße und der Anreisezeit ausgegangen. Diese Arbeit zeigt anhand empirischer Auswertungen Möglichkeiten einer verhaltensorientierten Abbildung der Einkaufszielwahl in mikroskopischen Personenverkehrsmodellen auf. Im Fokus stehen die Variabilität der Geschäftswahl, die ausschlaggebenden Motive sowie die räumlichen Bezugspunkte der Suche. Am Beispiel des Erwerbs von Nahrungs- und Genussmitteln, von Textilien sowie von Unterhaltungselektronik werden Unterschiede zwischen Einkaufswaren verschiedener Fristigkeit, aber auch zwischen verschiedenen Personengruppen herausgearbeitet. Simulationsrechnungen mit dem Nachfragemodell TAPAS zeigen, dass eine Differenzierung der Einkaufsart sowie die Nutzung eines motivgestützen Erreichbarkeitsmaßes die Modellierungsergebnisse stark verbessern. Die Arbeit stellt erweiterte Indikatoren für eine Berücksichtigung der räumlichen Bezugspunkte bei der Beurteilung der Modellierungsergebnisse bereit. Auch stehen mit den Analysen der Aktivitätenräume, der Umwegfaktoren, der Lage der Einkaufsorte sowie der kumulierten Reiseweiten Informationen zur Verfügung, die generell für die Definition adäquater Suchräume und Bezugspunkte für die Modellierung städtischer Untersuchungsgebiete genutzt werden können. / A major challenge in travel demand modelling is the correct representation of decision patterns underlying the choice of destinations. This choice determines the spatial structures of demand and is closely related to central modelling results. Around one third of everyday trips in Germany are for shopping and errands. Numerous studies show the importance of habitualised behavioral patterns when choosing a shopping location. The motives for choosing a shop are considered to be very diverse. Particular importance is attributed to primary activity locations. Nevertheless, the representation of the target choice in demand modelling is usually very simplified. Usually, a supply purchase is implicitly assumed, with the size of the shop and travel time from the previous location being the most important choice criteria. Using empirical analyses, this dissertation shows possibilities for a behavior-oriented depiction of shopping location choice in microscopic passenger transport models. These are discussed in terms of their usability for modeling. The analyses focus on the variability of destinations, the decisive motives and the spatial reference points of the location search. Using the example of the purchase of food and beverages, textiles and consumer electronics, differences between shopping goods of different periodicity and also different groups of people are presented. Simulation calculations with the demand model TAPAS show that a differentiation of the type of purchase and the use of a motive-based accessibility measure greatly improves the modelling results. The dissertation provides extended indicators for a consideration of spatial reference points in the evaluation of the modelling results. Furthermore, the analyses of activity areas, diversion factors, the location of shopping locations and cumulative travel distances provide information that can be generally used to define adequate search areas and reference points for the modelling of urban study areas.Einkaufsverhalten