This thesis aims to describe how enterprises can approach and reach older citizens in order to sell new technology products. For that they need information about aspects affecting elderlies purchase decisions regarding these kind of products. The study is based on 13 qualitative interviews where we have applied semi structured interviews and observations of the elderlies behaviour towards an Ipad which we used as a study object during the interviews. The results of this study shows several aspects which affect the elderlies purchase decision regarding new technology but it all comes down to one matter, lack of knowledge. In order to overcome that obstacle, enterprises need to modify their communication strategy. They will be needing information about elderlies preferences and their self-image, meaning how they perceive themselves which is connected to how receptive they are towards new technology. They will also need to communicate information about the products area of use, the quality of the product, that the product is user-friendly and that there is impeccable support and education available. All these aspects have shown to have huge impact on the purchase decision. Enterprises need to assure the elderly segment that they will be able to use these products without complications. Since the social environment, especially the younger segment has shown to have an impact on the elderlies purchase decisions, enterprises must also turn the attention and start communicating this information towards them also.

Buyer decision process is an important mechanism in the heads of consumers which leads them through purchase decisions. To understand behaviour of consumers, this process has to be analyzed and explained. Aim of this thesis is to analyze market of electric shavers in the Czech Republic and to determine key factors influencing purchase behaviour. Secondary and primary research are undertaken to reach the goal of the paper. In addition, five hypotheses are evaluated to verify author's expectations about the market of electric shavers for men in the Czech Republic. Analysis shows that consumers base their decisions about shavers mostly on performance and price. Though, majority of consumers do not buy shavers themselves, but receive it as a present from close family or relatives.

<p>Throughout the years more and more charitable organisations have appeared and the competition between them has increased. This has forced the charities to use more marketing strategies in their work in order to strengthen their competitiveness. </p><p>Research in philanthropy in terms of economy and marketing has been neglected in Sweden and the research that is done today is mainly focused on why individuals donate to charity. A donation, according to the writers of this thesis, has been seen as an economical activity and can therefore be explained and understood through economical models and theories. This thesis aims to see <em>how </em>a contributor to charity makes the decision to donate money, consequently see how the donation decision process actually works from a theoretical model of a buying decision process from marketing literature. </p><p>The purpose of this thesis is therefore to from a buying decision process concerning products describe the donation decision process for contributors to charity. By achieving this purpose the writers aim to compare if a donation decision process go through certain steps similar to a buying decision process. This is expected to give a theory-testing contribution to science where the chosen theoretical model for a buying decision process is strengthened. </p><p>The thesis is based on a qualitative method of research to achieve this purpose where the main information comes from semi-structured interviews with three charities and ten individuals who all contribute to charity.</p><p>From the gathered empirical data and the following analysis, several conclusions are presented in the thesis based on earlier research questions. The purpose of the thesis is considered to have been fulfilled, the chosen theory of buying decision process is considered to be fully proficient to explain a donation decision process. A donation to charity is, according to the thesis, considered as an impulse decision with low involvement that has strong emotional factors, such as motivation, which influences the decision. The writers believe that this thesis could be useful to other researchers within this field of science, or charities searching for insight into individual’s donation decision process. </p> / <p>Genom åren har allt fler hjälporganisationer etablerats på marknaden och konkurrensen mellan dem ökar. Detta har inneburit att hjälporganisationerna har blivit tvingade att använda marknadsföringsstrategier i större utsträckning än tidigare för att stärka sin konkurrenskraft. </p><p>Forskningen inom filantropi i samband med ekonomi och marknadsföring är eftersatt i Sverige och den forskning som sker idag är främst inriktad på varför individer donerar pengar till välgörenhet. Denna uppsats vill undersöka <em>hur </em>en bidragsgivare kommer fram till beslutet att donera pengar.</p><p>Syftet med uppsatsen blir därför att utifrån en köpbeslutsprocess gällande produkter beskriva donationsbeslutsprocessen för bidragsgivare. Genom detta syfte vill uppsatsförfattarna se hur donationsbeslutsprocessen går till och jämföra den utifrån en modell för köpbeslutsprocesser som finns inom marknadsföringsteorin. Detta förväntas ge ett teoriprövande bidrag till forskningen och stärka och vidga användningsområdet för den valda modellen för köpbeslutsprocessen. </p><p>För att uppnå detta syfte har uppsatsen en kvalitativ metod där den primära källan för information är semistrukturerade intervjuer med tre stycken hjälporganisationer och tio stycken bidragsgivare. Utifrån empirin och den följande analysen presenteras ett antal slutsatser. </p><p>Syftet med uppsatsen ansågs vara uppfyllt då den valda teorin om köpbeslutsprocessen väl kunde förklara en donationsbeslutsprocess. En donation enligt uppsatsen är ett impulsbeslut med låg involvering trots att motiven bakom är av emotionell natur. Det låga engagemanget grundar sig i att bidragsbranschen ses som homogen. Tilliten spelar stor roll, men är komplex för bidragsgivarna och många är väldigt känsliga för medierapportering. </p><p>Det förväntade bidraget till forskning kan därmed sägas ha uppnåtts, marknadsföringteorin om köpbeslutprocessen kan användas för att beskriva en donationsbeslutsprocess. Uppsatsförfattarna anser att denna uppsats kan komma till användning för andra forskare inom området eller för hjälporganisationer som vill få insikt i bidragsgivarnas beslutsprocess.</p>

Throughout the years more and more charitable organisations have appeared and the competition between them has increased. This has forced the charities to use more marketing strategies in their work in order to strengthen their competitiveness.  Research in philanthropy in terms of economy and marketing has been neglected in Sweden and the research that is done today is mainly focused on why individuals donate to charity. A donation, according to the writers of this thesis, has been seen as an economical activity and can therefore be explained and understood through economical models and theories. This thesis aims to see how a contributor to charity makes the decision to donate money, consequently see how the donation decision process actually works from a theoretical model of a buying decision process from marketing literature.  The purpose of this thesis is therefore to from a buying decision process concerning products describe the donation decision process for contributors to charity. By achieving this purpose the writers aim to compare if a donation decision process go through certain steps similar to a buying decision process. This is expected to give a theory-testing contribution to science where the chosen theoretical model for a buying decision process is strengthened.  The thesis is based on a qualitative method of research to achieve this purpose where the main information comes from semi-structured interviews with three charities and ten individuals who all contribute to charity. From the gathered empirical data and the following analysis, several conclusions are presented in the thesis based on earlier research questions. The purpose of the thesis is considered to have been fulfilled, the chosen theory of buying decision process is considered to be fully proficient to explain a donation decision process. A donation to charity is, according to the thesis, considered as an impulse decision with low involvement that has strong emotional factors, such as motivation, which influences the decision. The writers believe that this thesis could be useful to other researchers within this field of science, or charities searching for insight into individual’s donation decision process. / Genom åren har allt fler hjälporganisationer etablerats på marknaden och konkurrensen mellan dem ökar. Detta har inneburit att hjälporganisationerna har blivit tvingade att använda marknadsföringsstrategier i större utsträckning än tidigare för att stärka sin konkurrenskraft.  Forskningen inom filantropi i samband med ekonomi och marknadsföring är eftersatt i Sverige och den forskning som sker idag är främst inriktad på varför individer donerar pengar till välgörenhet. Denna uppsats vill undersöka hur en bidragsgivare kommer fram till beslutet att donera pengar. Syftet med uppsatsen blir därför att utifrån en köpbeslutsprocess gällande produkter beskriva donationsbeslutsprocessen för bidragsgivare. Genom detta syfte vill uppsatsförfattarna se hur donationsbeslutsprocessen går till och jämföra den utifrån en modell för köpbeslutsprocesser som finns inom marknadsföringsteorin. Detta förväntas ge ett teoriprövande bidrag till forskningen och stärka och vidga användningsområdet för den valda modellen för köpbeslutsprocessen.  För att uppnå detta syfte har uppsatsen en kvalitativ metod där den primära källan för information är semistrukturerade intervjuer med tre stycken hjälporganisationer och tio stycken bidragsgivare. Utifrån empirin och den följande analysen presenteras ett antal slutsatser.  Syftet med uppsatsen ansågs vara uppfyllt då den valda teorin om köpbeslutsprocessen väl kunde förklara en donationsbeslutsprocess. En donation enligt uppsatsen är ett impulsbeslut med låg involvering trots att motiven bakom är av emotionell natur. Det låga engagemanget grundar sig i att bidragsbranschen ses som homogen. Tilliten spelar stor roll, men är komplex för bidragsgivarna och många är väldigt känsliga för medierapportering.  Det förväntade bidraget till forskning kan därmed sägas ha uppnåtts, marknadsföringteorin om köpbeslutprocessen kan användas för att beskriva en donationsbeslutsprocess. Uppsatsförfattarna anser att denna uppsats kan komma till användning för andra forskare inom området eller för hjälporganisationer som vill få insikt i bidragsgivarnas beslutsprocess.

The diploma thesis inquires into analysis of buyer decision process in the mobile phones market. The thesis is divided in two parts. The theoretical part inquires into the buyer decision process as itself. The practical part then examines the present world market of mobile phones and thanks to performed questionnaire investigation also manner and intensity of usage of mobile phones among czech consumers. Last but not least it covers single phases of the buyer decision process in the Czech Republic.

The purpose of this study is to gain a deeper understanding of Gen Z’s structure in the buying decision-making process and how they value environmental sustainability within the fashion industry. In this context, the following research questions was formulated: (1) What structure does the buyer decision-making process follow for Gen Z when it comes to apparel shopping? (2) How does Gen Z value environmental sustainability when buying apparel?    Theories used in the literature review have included the main concepts of sustainability in the fashion industry, the buyer decision-making process and Gen Z. In order to clarify the relationship between the main concepts a conceptual framework was presented, which together with the theoretical framework was used to analyse the empirical data. The empirical data of this study refers to the collection of multiple interviews with individuals born between 1996-2002. By following a qualitative research method an understanding of Gen Z´s shopping behaviour and whether they are affected by environmental issues was collected. With regard to the concept being a relatively unexplored area in the business research, this thesis is based on a deductive research approach. It was concluded that the Gen Z does not follow the traditional structure of the buyer decision-making process and do not value environmental sustainability when buying apparel. Finally, the minority purchasing sustainable apparel have a higher involvement in their buyer decision-making process due to their motivation towards sustainable choices.

Background: Social media influencers (SMI’s) can influence the consumers’ decisions by sending out social signals through social functions which social media platforms enable. These social functions SMI’s as well as consumers use, could be for example through sharing content; having a conversation; developing relationships with like-minded individuals; or it could also be used for sending out social signals, such as identity, presence or reputation. SMI’s can play a significant role when it comes to consumers' buying decision process, thus makes it important to research on how the consumers’ buyer decision process potentially could be influenced and therefore shaped, as the staticity of the buyer decision process, hence the five stages, might change depending upon what it is combined with and in regards to what consumer audience. Purpose: The purpose of this paper is to explore how the consumers’ buyer decision process is influenced by social media influencers from the consumers’ perspective. Methodology: This research has been taking advantage of the qualitative research approach in an explanatory nature. As the empirical material had to become thick, subjective and from a consumer's point of view, this research included unstructured interviews allowing the interviews to become conversational-like, thus giving the respondents the chance to control and steer the topics within the scope. Aide-mémoaire’s were used if the interviews developed a complete wrong direction, steering the conversation back. The unstructured interviews included 6 females between the ages of 20-30 years old, this selection were made with purposive sampling method. Findings: This bachelor thesis identified four different factors that were influencing the consumer's buyer decision process, namely, characteristics, trust, risk and drivers. Conclusion: Concluding the thesis, four different factors were found having an influence upon the consumers buyer decision process while being exposed to an SMI. These four factors further played different roles in different stages of the buyer decision process, which is important for companies, brands, marketers and SMIs to observe. Keywords: Buyer Decision Process, SMI’s, Social Media Influencers, Influence

Detaljhandeln och dess konsumenter har sedan andra världskriget genomgått en stor förändring. Hos kunden skildras denna förändring i ett mer oberäkneligt konsumtionsmönster, samtidigt som detaljhandeln då tvingas utvecklas för att möjliggöra uppfyllandet av kundens nya behov. Forskning har visat att kundens köpbeteende allt mer styrs av värdeupplevelsen och att om en detaljist kan leverera kundvärde kan denne bli framgångsrik. Det är problematiskt att förstå vad en kund upplever som värdeskapande i köpprocessen, vilket vår uppdragsgivare önskar få hjälp med att åskådliggöra.Syfte: Syftet med denna kandidatuppsats är att ta fram en modell som utifrån värdeskapande variabler skall hjälpa uppdragsgivaren att förstå de faktorer som leder till att kunden upplever värde under köpprocessen och vilka effekter dessa ger för detaljhandelns förändringsarbete.Metod: Uppsatsen består av en litteraturstudie som inkluderar en systematisk litteraturöversikt och en analys av kvalitativ karaktär. Metodvalet resulterar i byggandet av en modell, vilken ämnar besvara uppsatsens syfte.Resultat: Den genomförda studien har visat att det finns fyra viktiga förutsättningar som ligger till grund för den utveckling som detaljhandeln har genomgått. Dessa förutsättningar påverkar ett detaljhandelsföretags existens och består av demografi, teknisk utveckling, globalisering och kundens ökade köpkraft. Vidare har detaljhandels utveckling påverkat kunden genom att denne erhållit ett förändrat kundbeteende som tenderar att vara allt mer värdestyrt. Det förändrade kundbeteendet har resulterat i att ett detaljhandelsföretag måste förstå hur denne kan leverera kundvärde för att kunna bli framgångsrik. Slutsatsen är att den framtagna modellen visar för uppdragsgivaren hur ett detaljhandelsföretag kan skapa upplevt värde för kunden och resulterar i ökad förståelse för givet ämnesområde.Vidare forskning Förslag till vidare forskning är att uppdragsgivaren testar den skapade forskningsmodellen i ett verklighetsförankrat sammanhang för att fastställa dess lämplighet. Görs detta är det lättare att uttala sig om modellens slutgiltiga trovärdighet. / <p>Since the Second World War, the retail industry and its consumers have changed. The consumers have developed an unpredictable consuming pattern, which has forced the retail industry to adjust in order to fulfill the new needs of the consumer. Research has indicated that the consumer has become more value driven, and if the retailer delivers consumer value, the possibility of success will increase. To understand what the consumer perceives as value in the buyer decision process is problematic, and to help visualizing this problematic matter is what our client wishes.</p><p>Purpose: The purpose of this thesis is to create a model based on value adding factors, aiming to help the client’s understanding in which of these factors that lead a customer to perceive value during the buyer decision process, and also in what changes this will bring to the retail industry.</p><p>Method: The thesis consists of a literary study. This literary study focuses on a systematic literature review and a qualitative analysis. The research method results in the construction of a model, which aims to answer the purpose of this thesis.</p><p>Result: The findings show four important conditions underlying the development of the retail industry and these conditions are; demography, technological development, globalization and increased consumer buying power. These four conditions are crucial for a retailer’s existence. Further, the development of the retail industry has affected the consumer in a way that has changed the consumer behavior towards being more value driven. The change in consumer behavior has made it important for the retailer to deliver consumer value in order to become successful. The conclusion is that the developed model shows the client how a retailer can create perceived value for customer and will result in a greater understanding in the given field of study.</p><p>Further research: The suggestion for future research is to examine how well suited the developed model is in the reality. Through this examination the trustworthiness of the model will be easier to comment on.</p><p>Program: Textilekonomutbildningen</p>

This thesis deals with the research of consumer behavior and specifics of buyer decision-making process of Czechs during booking of their foreign holidays and methodology of market segmentation in tourism, or in the segment of cruises. Analysis of current trends and determinants on the supply and demand helps to build a competitive marketing strategy emerging of travel agency in the segment of cruises.

This study examines whether discounts affect the behavior of fashion consumers during the different parts of the buying decision process and in what ways. It also examines if and how this is different between men and women. The study is of qualitative form and the data collection has been done through semi-structured interviews. The purpose is to increase the understanding of whether discounts have an impact on the consumer behavior of fashion consumers in the different parts of the buying decision process and how this is different between men and women. The analysis is based on previous research on fashion consumption, discounts and male and female consumption, as well as a theoretical framework containing the buying decision process and emotional decision making. The results of the study show that discounts have an impact on the consumer behavior. The results confirm that the effect of discounts varies depending on when in the buying decision process they are offered. The study also identified differences between men and women’s attitudes and behaviors when they are offered discounts during the buying decision process. We can confirm that there are differences and that the differences depend on which part of the buying decision process the consumer is in. This study contributes to increase the understanding of the effects of discounts on male and female fashion consumers and when they are most effective. In future research, it would be appropriate to examine this in another area of consumption. Further on the study will be written in Swedish. / I denna studie undersöks om rabatter påverkar modekonsumenters beteende underköpbeslutsprocessens olika delar och på vilka sätt. Den undersöker också hur detta skiljer sig åt mellan män och kvinnor. Studien är av kvalitativ form och datainsamlingen har skett genom semistrukturerade intervjuer. Syftet är att öka förståelsen kring huruvida rabatter harpåverkan på modekonsumenters konsumentbeteende i köpbeslutsprocessens olika delar samt hur detta skiljer sig åt mellan män och kvinnor. Analysen baseras på tidigare forskning kring modekonsumtion, rabatter och kvinnlig och manlig konsumtion, samt ett teoretiskt ramverk i form av modellen över köpbeslutsprocessen och emotionellt beslutsfattande. Studiens resultat visar att rabatter har påverkan på konsumentbeteende. Genom resultatet bekräftar studien att rabatters påverkan skiljer sig åt beroende på när i köpbeslutsprocessen de erbjuds. Resultatet tar även upp de identifierade skillnader som uppstått mellan män och kvinnors attityder och beteende kopplat till rabatter under köpbeslutsprocessen. Även här kan vi bekräfta att det finns skillnader och att det skiljer sig åt beroende på del avköpbeslutsprocessen. Denna undersökning bidrar till att öka förståelsen kring rabatters påverkan på manliga och kvinnliga modekonsumenter samt hur påverkan skiljer sig i köpbeslutsprocessen. I framtida forskning skulle det vara lämpligt att undersöka detta inom ett annat konsumtionsområde