<p><strong>Sammanfattning</strong></p><p><strong>Seminariedatum:</strong> 2009-01-08</p><p><strong>Lärosäte:</strong> Mälardalens Högskola, Västerås<strong></strong></p><p><strong>Nivå:</strong> Kandidatuppsats i Företagsekonomi, 15 hp</p><p><strong>Titel:</strong> ”Mycket snack, lite verkstad – En studie om varför konsumenten inte köper ekologiska livsmedel”</p><p><strong>Författare:</strong> Helene Kaspersson 850325                 Jennie Spångberg 860813                 Stefan Sjöblom 871231</p><p><strong>Handledare:</strong> Claes Jonsson</p><p><strong>Problemformulering:</strong> Varför köper inte konsumenten ekologiska livsmedel?</p><p><strong>Syfte:</strong> Vi har för avsikt att beskriva hur konsumenten påverkas av individuella influenser och gruppinfluenser till att inte köpa ekologiska livsmedel. I en förlängning skall denna uppsats kunna vara till hjälp i processen att öka försäljningen av ekologiska livsmedel.</p><p><strong>Metod:</strong> För att kunna ge en generell bild av beteendet utförs en kvantitativ undersökning i form av en enkätundersökning.</p><p><strong>Teoretiskt perspektiv:</strong> Studien har köpbeslutsprocessen som utgångspunkt med fokus i hur konsumenten påverkas av individuella influenser och gruppinfluenser.</p><p><strong>Slutsats:</strong> Vi har kommit fram till slutsatserna att kunden agerar utifrån ett vanebaserat beteende vid köp av livsmedel. Det finns en stereotyp som symboliserar den ekologiska konsumenten. Kunden påverkas av sin referensgrupp till att inte vilja sticka ut.</p><p><strong>Nyckelord:</strong> Konsumentbeteende, Köpbeslutsprocessen, Influenser, Ekologiska livsmedel</p> / <p><strong>Abstract<strong></strong></strong></p><p><strong><strong>Seminar date:</strong> 2009-01-08</strong></p><p><strong>University:</strong> Mälardalens Högskola, Västerås</p><p><strong>Level:</strong> Bachelor thesis in Business administration, 15 credits</p><p><strong>Title:</strong> ”Mycket snack, lite verkstad – En studie om varför konsumenten inte köper ekologiska livsmedel”</p><p><strong>Authors:</strong> Helene Kaspersson 850325             Jennie Spångberg 860813             Stefan Sjöblom 871231<strong>Tutor:</strong> Claes Jonsson<strong></strong></p><p><strong>Problem formulation:</strong> Why does not the consumer buy organic food?</p><p><strong>Purpose:</strong> Our purpose is to describe how the consumer is affected by individual influences and group influences not to buy organic food. Our study shall later on be helpful in the process of increasing the sales of organic food.</p><p><strong>Method:</strong> To be able to create a general view of the behavior, we use a quantitative approach with an inquiry.</p><p><strong>Theoretical perspective:</strong> The theoretical framework consists of the buying decision-making process with focus on how individual influences and group influences affect the customer.</p><p><strong>Conclusions:</strong> We have reached the conclusions that the customer is affected by his/her habits when it comes to the buying decision of food. The “organic food customer” is associated with a stereotype. The customer is affected by its reference group not to be different.</p><p><strong>Key words:</strong> Consumer behavior, Buying decision-making process, Influences, Organic food</p>

<p>Syfte: Syftet med uppsatsen är att genom empiri se vilka faktorer som är av central betydelse i konsumentens köpbeslutsprocess och samtidigt pröva riktigheten hos de förpackningsteorierna vi valt som teoretisk referensram.</p><p>Metod: Empirin samlades in genom en kvalitativ metod bestående av djupintervjuer med konsumenter som köper lågengagemangsprodukten spaghetti.</p><p>Teoretiska perspektiv: Teorikapitlet strävar efter att ge en bild av några marknadsföringsbegrepp och förpackningen och dess olika element. Till sist presenteras två modeller som ligger till grund för undersökningen.</p><p>Empirisk analys: Empiri består av tolv stycken djupintervjuer med konsumenter som köper spaghetti. Dessa har sedan tolkats och analyserats utifrån modellen om köpbeslutsprocessen, som är uppbyggd av teorierna.</p><p>Slutsatser: Slutsatserna är att faktorn information är av centralbetydelse för konsumenten i sitt köpbeslut och ur den teoretiska grund som finns i uppsatsen, kan inte alla teorier ges riktighet. Av undersökningen framkom det också att graden av engagemang i köpbeslutsprocessen har ökat. Enligt konsumenterna ska en optimal förpackning vara återförslutningsbar, vara större och ha refill funktion samt ha en tydlig innehållsdeklaration på svenska. Resultatet visar att producenterna måste uppdatera sig med dagens trender.</p> / <p>Purpose: The purpose with this paper is to investigate the elements which are central in the buying-decision-process and also test the validity of the packaging theories.</p><p>Methodology: The empirical research has been made through qualitative methods using depth interviews with consumers who buy pasta.</p><p>Theoretical perspective: The theoretical framework including marketing, package design, functions, elements and two conceptual models of packaging elements, involvement and buying decision.</p><p>Empirical analysis: The empirical investigation is based upon twelve in-depth interviews with consumers who buys spaghetti. These have been interpreted and analysed through our model of the buying-decsion-process.</p><p>Conclusions: The results confirm that the informational element is essential for the consumer and all theories, from the theoretical framework, can’t have correctness. The investigation also shows that consumers level of involvement has increased. An optimal package according to the consumers has to be re-sealing, bigger, have refill and contents in swedish. The study demonstrate that the manufacturers have to be up to date and follow the trends to be able to survive.</p>

Syfte: Syftet med uppsatsen är att genom empiri se vilka faktorer som är av central betydelse i konsumentens köpbeslutsprocess och samtidigt pröva riktigheten hos de förpackningsteorierna vi valt som teoretisk referensram. Metod: Empirin samlades in genom en kvalitativ metod bestående av djupintervjuer med konsumenter som köper lågengagemangsprodukten spaghetti. Teoretiska perspektiv: Teorikapitlet strävar efter att ge en bild av några marknadsföringsbegrepp och förpackningen och dess olika element. Till sist presenteras två modeller som ligger till grund för undersökningen. Empirisk analys: Empiri består av tolv stycken djupintervjuer med konsumenter som köper spaghetti. Dessa har sedan tolkats och analyserats utifrån modellen om köpbeslutsprocessen, som är uppbyggd av teorierna. Slutsatser: Slutsatserna är att faktorn information är av centralbetydelse för konsumenten i sitt köpbeslut och ur den teoretiska grund som finns i uppsatsen, kan inte alla teorier ges riktighet. Av undersökningen framkom det också att graden av engagemang i köpbeslutsprocessen har ökat. Enligt konsumenterna ska en optimal förpackning vara återförslutningsbar, vara större och ha refill funktion samt ha en tydlig innehållsdeklaration på svenska. Resultatet visar att producenterna måste uppdatera sig med dagens trender. / Purpose: The purpose with this paper is to investigate the elements which are central in the buying-decision-process and also test the validity of the packaging theories. Methodology: The empirical research has been made through qualitative methods using depth interviews with consumers who buy pasta. Theoretical perspective: The theoretical framework including marketing, package design, functions, elements and two conceptual models of packaging elements, involvement and buying decision. Empirical analysis: The empirical investigation is based upon twelve in-depth interviews with consumers who buys spaghetti. These have been interpreted and analysed through our model of the buying-decsion-process. Conclusions: The results confirm that the informational element is essential for the consumer and all theories, from the theoretical framework, can’t have correctness. The investigation also shows that consumers level of involvement has increased. An optimal package according to the consumers has to be re-sealing, bigger, have refill and contents in swedish. The study demonstrate that the manufacturers have to be up to date and follow the trends to be able to survive.

Sammanfattning Seminariedatum: 2009-01-08 Lärosäte: Mälardalens Högskola, Västerås Nivå: Kandidatuppsats i Företagsekonomi, 15 hp Titel: ”Mycket snack, lite verkstad – En studie om varför konsumenten inte köper ekologiska livsmedel” Författare: Helene Kaspersson 850325                 Jennie Spångberg 860813                 Stefan Sjöblom 871231 Handledare: Claes Jonsson Problemformulering: Varför köper inte konsumenten ekologiska livsmedel? Syfte: Vi har för avsikt att beskriva hur konsumenten påverkas av individuella influenser och gruppinfluenser till att inte köpa ekologiska livsmedel. I en förlängning skall denna uppsats kunna vara till hjälp i processen att öka försäljningen av ekologiska livsmedel. Metod: För att kunna ge en generell bild av beteendet utförs en kvantitativ undersökning i form av en enkätundersökning. Teoretiskt perspektiv: Studien har köpbeslutsprocessen som utgångspunkt med fokus i hur konsumenten påverkas av individuella influenser och gruppinfluenser. Slutsats: Vi har kommit fram till slutsatserna att kunden agerar utifrån ett vanebaserat beteende vid köp av livsmedel. Det finns en stereotyp som symboliserar den ekologiska konsumenten. Kunden påverkas av sin referensgrupp till att inte vilja sticka ut. Nyckelord: Konsumentbeteende, Köpbeslutsprocessen, Influenser, Ekologiska livsmedel / Abstract Seminar date: 2009-01-08 University: Mälardalens Högskola, Västerås Level: Bachelor thesis in Business administration, 15 credits Title: ”Mycket snack, lite verkstad – En studie om varför konsumenten inte köper ekologiska livsmedel” Authors: Helene Kaspersson 850325             Jennie Spångberg 860813             Stefan Sjöblom 871231Tutor: Claes Jonsson Problem formulation: Why does not the consumer buy organic food? Purpose: Our purpose is to describe how the consumer is affected by individual influences and group influences not to buy organic food. Our study shall later on be helpful in the process of increasing the sales of organic food. Method: To be able to create a general view of the behavior, we use a quantitative approach with an inquiry. Theoretical perspective: The theoretical framework consists of the buying decision-making process with focus on how individual influences and group influences affect the customer. Conclusions: We have reached the conclusions that the customer is affected by his/her habits when it comes to the buying decision of food. The “organic food customer” is associated with a stereotype. The customer is affected by its reference group not to be different. Key words: Consumer behavior, Buying decision-making process, Influences, Organic food

Appar är idag en stor marknad eftersom de flesta äger en smartphone och därför är potentiella appkonsumenter. Trots att endast en tredjedel av alla svenskar betalar för mobilspel spenderas hundratals miljoner kronor på köp av appar varje år. Spel är den mest populära appkategorin i svenska App Store och Google Play vilket gör att utvecklare som inte skapar spel har svårt att synas. En etablerad modell i marknadsföringsområdet är köpprocessen, som beskriver hela processen genom ett köp från behovsupptäckande till utvärdering av inköpt produkt. Förståelse för vad som påverkar konsumenter i de olika stegen är viktig för att kunna utforma sin marknadsföring effektivt.Eftersom mobilspel ofta är gratis kan köpprocessen vid nedladdning av spelappar skilja sig från den traditionella, då exempelvis impulsköp kan uppstå i betydande omfattning. Då appmarknaden fortfarande är ung är forskningen inom den begränsad. Syftet med denna studie är att undersöka hur köpprocessen ser ut vid nedladdning av spelappar. För ökad förståelse studeras även områden som påverkar de olika faserna i köpprocessen.Då det inte finns tidigare forskning i det undersökta området genomfördes en kvalitativ studie för att kunna identifiera beteendemönster. Tolv personer i åldrarna 16-25 som spelar spel på smartphones deltog på semi-strukturerade intervjuer och berättade hur de går tillväga när de skall ladda ner ett nytt mobilspel. En litteraturstudie av områden relaterade till köpprocessen ligger till grund för utformningen av intervjuguiden.Resultaten visar att behov av att ladda ner ett nytt mobilspel uppstår genom tristess eller rekommendationer. Information om spelet hämtas från spelets butikssida, där bland annat bilder och videor är betydande. När man är intresserad av ett kostnadsfritt spel laddar man i regel ner utan att tänka på några konsekvenser eftersom man kan avinstallera spelet ifall man inte gillade det. Uppfattningen av utvecklaren påverkas inte beroende på om man är nöjd med det nedladdade spelet eller inte, då man sällan tittar på utvecklaren när man letar efter ett nytt spel. En positiv uppfattning om spelet kan leda till att man rekommenderar spelet till vänner. Är man missnöjd kan man avråda folk man känner, men man brukar inte tala illa om ett spel utan att ha blivit tillfrågad.Studien visar att köpprocessen för nedladdning av gratisspel har fyra steg istället för fem medan processen för betalspel är oförändrad. När det gäller gratisspel har jämförelsefasen tagits bort då det inte sker någon jämförelse innan nedladdning. Informationssökningsfasen har översatts till uppfattning då det är mer beskrivande av fasens innebörd. Faktorer som påverkar de olika stegen i köpprocessen så som attityd, minne och känsloläge sammanfattas i en tabell. / Apps are today a big market since most people own a smartphone and thus are potential app consumers. Even though just a third of all Swedes pay for mobile games, hundreds of millions Swedish Crowns are spent buying apps each year. Games is the most popular app category in the Swedish App Store and Google Play, causing developers who are not making games struggle to be seen. An established model in marketing is the buying decision process, describing the entire process from need identification to evaluation of bought product. The understanding of areas affecting the different stages is important in order to successfully design effective marketing strategies.Since mobile games tend to be free, the buying decision process while downloading gaming apps may differ from the traditional process, since e.g. impulse buying behavior may happen in greater extent. Because the app market is still young, the research is limited. The purpose of this study is to look into the structure of the buying decision process for downloading gaming apps. To extend the understandings, areas affecting the different stages of the buying decision process are examined.Because there is no prior research addressing the studied area, a qualitative approach was performed in order to identify behavior patterns. 12 persons in the ages of 16-25 who play games on their smartphones participated on semi structured interviews, explaining their process for downloading a new mobile game. A literature study of areas related to the buying decision process is the basis for the design of the interview guide.The results show that the need for a new mobile game arises in due to boredom or recommendations. Information about the game is collected from the game’s page at the app store, images and videos being of great importance. When interested in a free game one usually download without regards of any consequences, because you can easily uninstall the game if you did not like it. The opinion of the developer is not affected whether you like the game or not due to the fact one rarely observe the developer while searching for a new game. A positive judgment of the game may lead to the player recommending the game to friends. When dissatisfied one may advise against the game to people you know, but it is rare to speak ill of a game without being asked about it.The study shows that the buying decision process for downloading free mobile games consists of four stages instead of five, while the process for priced games remains the same. Regarding free games, the evaluation of alternatives is removed due to the process being nonexistent prior to a download. The information search stage is replaced with perception, since it better fits to describe the meaning of the stage. Areas affecting the different stages of the buying decision process such as attitude, memory and affect are summarized in a table. The study is in Swedish.

A indicação geográfica de vinhos possibilita a segmentação de mercados a partir da valorização das características do seu local de origem, o que lhes atribui uma identidade própria, além de distingui-los em relação aos seus similares disponíveis no mercado. Nesse sentido, o objetivo geral desta tese foi avaliar fatores relacionados à percepção de qualidade de consumidores de vinhos com indicação geográfica (IG) e seus estilos de tomada de decisão de compra. Para isso, são apresentados quatro estudos: o primeiro visou à compreensão das variáveis que interferem na decisão de compra dos consumidores de vinhos com indicação geográfica ou com atributos regionais. O segundo estudo foi voltado à identificação dos aspectos que são relacionados à percepção de qualidade e quais características estão associadas aos vinhos com indicação geográfica por consumidores. O terceiro estudo avaliou a escala CSI (Consumer Style Inventory) adaptada para alimentos por Cankurt et al. (2013), investigando os estilos de tomada de decisão de consumidores de vinhos com IG no Brasil. O quarto estudo buscou a identificação de grupos específicos de consumidores formados a partir de sete estilos selecionados no modelo de Cankurt et al. (2013), bem como verificar sua relação com algumas características associadas à percepção de qualidade de consumidores de vinhos com indicação geográfica. A abordagem metodológica apresenta, inicialmente, uma revisão sistemática da literatura voltada ao tema em periódicos internacionais nos portais ISI Web of Science, Scopus e Science Direct, além de um levantamento aprofundado em teses, dissertações, periódicos nacionais e internacionais. Foi realizada, a seguir, uma Survey com os 2.621 participantes do Circuito Nacional de degustação do Instituto Brasileiro do Vinho no ano de 2014. Para a análise dos dados, foram utilizadas análises de estatísticas descritivas (médias e frequências), testes de análise de variância - ANOVA, teste de comparações múltiplas DMS, Dunnet T3 ao nível de significância de 5% e teste de comparação Mann-Whitney, assim como análise fatorial exploratória e confirmatória, análise de clusters, análise discriminante e análise de variância - ANOVA dos clusters. Os resultados demonstram que os consumidores de vinhos com indicação geográfica ou com atributos regionais vêm valorizando a qualidade sensorial, tipicidade e prestígio dos vinhos, proporcionando maior credibilidade aos produtos. Os consumidores que, habitualmente, adquirem vinhos com indicação geográfica, associam-na à qualidade do produto, reconhecendo os fatores intrínsecos como a qualidade da uva, o sabor e o aroma do vinho. Os fatores extrínsecos, como a região produtora e as características agroclimáticas, foram considerados atributos importantes nos vinhos com indicação geográfica. Os resultados apontam, ainda, boa confiabilidade e a validação de sete estilos de decisão entre os onze da escala avaliada para consumidores de vinhos com IG. A análise de clusters confirmou a formação de quatro grupos a partir dos sete estilos de decisão considerados inicialmente. Os consumidores que participaram desse estudo estão classificados no cluster constituído pelos estilos de decisão: Perfectionist, High-quality conscious; Habitual, brand-loyal e Local brand conscious, os quais são os que dão maior importância aos principais fatores associados à percepção de qualidade de vinhos com IG encontrados nesse estudo, que são: características próprias da região de origem (terroir); qualidade da matéria-prima (uvas); transmissão da cultura e história da região; características sensoriais dos vinhos e a tradição da vinícola. / A geographical indication of wines provides the market segmentation based on the value of the characteristics of their place of origin, which gives them an identity, and distinguish them in relation to their counterparts in the market. In this sense, the general objective of this thesis was to assess factors related to the quality perception of wine consumers with Geographical Indication (GI) and their purchase decision-making styles. To this end, four studies are presented: the first aimed at the understanding of the variables that influence the purchasing decisions of wines consumers with geographical indication or regional attributes. The second study was aimed to identify the aspects that are related to the quality perception and which characteristics are associated with wines with geographical indication for consumers. The third study assessed the CSI (Consumer Style Inventory) scale adapted to food by Cankurt et al. (2013), investigating the decision-making styles of wine consumers with GI in Brazil. The fourth study sought to identify specific consumer groups formed from seven selected styles based on Cankurt et al model. (2013), and to verify its relationship with some characteristics associated with the quality perception of wine consumers with a geographical indication. The methodological approach initially presents a systematic review of the literature focused on the topic in international journals in the ISI Web of Science, Scopus and Science Direct portals, in addition to a survey of national and international theses, dissertations, and journals. A Survey was made afterwards involving 2.621 participants in the National Tour tasting of Brazilian Institute of Wine in 2014. For data analysis, descriptive statistical analyzes were used (averages and frequencies), variance test analysis - ANOVA, multiple comparison test - DMS, Dunnet T3 at a significance level of 5% and Mann-Whitney comparison test, as well as exploratory and confirmatory factor analysis, cluster analysis, discriminant analysis and analysis of variance - ANOVA of clusters. The results show that consumers of wines with geographical indication or regional attributes have been valuing the sensory quality, typicality and prestige of wines, providing greater credibility to the products. Consumers that usually purchase wines with geographical indication, have been associated it to in product quality, recognizing the intrinsic factors such as the grape quality, flavor and aroma of the wine. Extrinsic factors, such as producing region and climatic characteristics have been considered important attributes in wines with geographical indication. The results also show good reliability and validation of seven decision styles among the eleven evaluated scale consumer of wine with the GI. Cluster analysis confirmed the formation of four groups from the seven decision styles considered initially. Consumers who participated in this study are classified as cluster consists of the decision styles: Perfectionist, High-quality conscious; Habitual, brand-loyal and Local brand conscious, which are those who give more importance to the main factors associated with perception of quality wines with GI found in this study, which are characteristics of the source region (terroir); quality of raw material (grape); transmission of culture and history of the area; sensory characteristics of the wines and the tradition of wine.

A indicação geográfica de vinhos possibilita a segmentação de mercados a partir da valorização das características do seu local de origem, o que lhes atribui uma identidade própria, além de distingui-los em relação aos seus similares disponíveis no mercado. Nesse sentido, o objetivo geral desta tese foi avaliar fatores relacionados à percepção de qualidade de consumidores de vinhos com indicação geográfica (IG) e seus estilos de tomada de decisão de compra. Para isso, são apresentados quatro estudos: o primeiro visou à compreensão das variáveis que interferem na decisão de compra dos consumidores de vinhos com indicação geográfica ou com atributos regionais. O segundo estudo foi voltado à identificação dos aspectos que são relacionados à percepção de qualidade e quais características estão associadas aos vinhos com indicação geográfica por consumidores. O terceiro estudo avaliou a escala CSI (Consumer Style Inventory) adaptada para alimentos por Cankurt et al. (2013), investigando os estilos de tomada de decisão de consumidores de vinhos com IG no Brasil. O quarto estudo buscou a identificação de grupos específicos de consumidores formados a partir de sete estilos selecionados no modelo de Cankurt et al. (2013), bem como verificar sua relação com algumas características associadas à percepção de qualidade de consumidores de vinhos com indicação geográfica. A abordagem metodológica apresenta, inicialmente, uma revisão sistemática da literatura voltada ao tema em periódicos internacionais nos portais ISI Web of Science, Scopus e Science Direct, além de um levantamento aprofundado em teses, dissertações, periódicos nacionais e internacionais. Foi realizada, a seguir, uma Survey com os 2.621 participantes do Circuito Nacional de degustação do Instituto Brasileiro do Vinho no ano de 2014. Para a análise dos dados, foram utilizadas análises de estatísticas descritivas (médias e frequências), testes de análise de variância - ANOVA, teste de comparações múltiplas DMS, Dunnet T3 ao nível de significância de 5% e teste de comparação Mann-Whitney, assim como análise fatorial exploratória e confirmatória, análise de clusters, análise discriminante e análise de variância - ANOVA dos clusters. Os resultados demonstram que os consumidores de vinhos com indicação geográfica ou com atributos regionais vêm valorizando a qualidade sensorial, tipicidade e prestígio dos vinhos, proporcionando maior credibilidade aos produtos. Os consumidores que, habitualmente, adquirem vinhos com indicação geográfica, associam-na à qualidade do produto, reconhecendo os fatores intrínsecos como a qualidade da uva, o sabor e o aroma do vinho. Os fatores extrínsecos, como a região produtora e as características agroclimáticas, foram considerados atributos importantes nos vinhos com indicação geográfica. Os resultados apontam, ainda, boa confiabilidade e a validação de sete estilos de decisão entre os onze da escala avaliada para consumidores de vinhos com IG. A análise de clusters confirmou a formação de quatro grupos a partir dos sete estilos de decisão considerados inicialmente. Os consumidores que participaram desse estudo estão classificados no cluster constituído pelos estilos de decisão: Perfectionist, High-quality conscious; Habitual, brand-loyal e Local brand conscious, os quais são os que dão maior importância aos principais fatores associados à percepção de qualidade de vinhos com IG encontrados nesse estudo, que são: características próprias da região de origem (terroir); qualidade da matéria-prima (uvas); transmissão da cultura e história da região; características sensoriais dos vinhos e a tradição da vinícola. / A geographical indication of wines provides the market segmentation based on the value of the characteristics of their place of origin, which gives them an identity, and distinguish them in relation to their counterparts in the market. In this sense, the general objective of this thesis was to assess factors related to the quality perception of wine consumers with Geographical Indication (GI) and their purchase decision-making styles. To this end, four studies are presented: the first aimed at the understanding of the variables that influence the purchasing decisions of wines consumers with geographical indication or regional attributes. The second study was aimed to identify the aspects that are related to the quality perception and which characteristics are associated with wines with geographical indication for consumers. The third study assessed the CSI (Consumer Style Inventory) scale adapted to food by Cankurt et al. (2013), investigating the decision-making styles of wine consumers with GI in Brazil. The fourth study sought to identify specific consumer groups formed from seven selected styles based on Cankurt et al model. (2013), and to verify its relationship with some characteristics associated with the quality perception of wine consumers with a geographical indication. The methodological approach initially presents a systematic review of the literature focused on the topic in international journals in the ISI Web of Science, Scopus and Science Direct portals, in addition to a survey of national and international theses, dissertations, and journals. A Survey was made afterwards involving 2.621 participants in the National Tour tasting of Brazilian Institute of Wine in 2014. For data analysis, descriptive statistical analyzes were used (averages and frequencies), variance test analysis - ANOVA, multiple comparison test - DMS, Dunnet T3 at a significance level of 5% and Mann-Whitney comparison test, as well as exploratory and confirmatory factor analysis, cluster analysis, discriminant analysis and analysis of variance - ANOVA of clusters. The results show that consumers of wines with geographical indication or regional attributes have been valuing the sensory quality, typicality and prestige of wines, providing greater credibility to the products. Consumers that usually purchase wines with geographical indication, have been associated it to in product quality, recognizing the intrinsic factors such as the grape quality, flavor and aroma of the wine. Extrinsic factors, such as producing region and climatic characteristics have been considered important attributes in wines with geographical indication. The results also show good reliability and validation of seven decision styles among the eleven evaluated scale consumer of wine with the GI. Cluster analysis confirmed the formation of four groups from the seven decision styles considered initially. Consumers who participated in this study are classified as cluster consists of the decision styles: Perfectionist, High-quality conscious; Habitual, brand-loyal and Local brand conscious, which are those who give more importance to the main factors associated with perception of quality wines with GI found in this study, which are characteristics of the source region (terroir); quality of raw material (grape); transmission of culture and history of the area; sensory characteristics of the wines and the tradition of wine.

Neste trabalho, à apresentada uma investigaÃÃo sobre a influÃncia da marca no processo de decisÃo de compra do consumidor de baixa renda da cidade de Fortaleza. Para tanto, foi desenvolvida uma pesquisa quantitativa, com 291 pessoas em 27 bairros do MunicÃpio. Nesta investigaÃÃo, fez-se uso de um questionÃrio estruturado, aplicado por meio de entrevista direta e domiciliar. A base teÃrica explorou a temÃtica do comportamento do consumidor, especificamente seu processo de decisÃo de compra, bem como a marca e o mercado de baixa renda. Em sÃntese, as conclusÃes extraÃdas deste trabalho mostram que, como era de se esperar, o preÃo à o elemento que, na maioria das vezes, mais influencia a decisÃo de compra desse consumidor, contudo, para alguns produtos, como alimentos e de higiene pessoal, a marca prevalece na escolha, embora isto implique pagar preÃo mais caro. Este estudo fornece informaÃÃes que podem auxiliar as empresas no desenvolvimento de estratÃgias mercadolÃgicas, objetivando atingir a satisfaÃÃo das necessidades desse mercado especifico de forma mais eficaz. Nas conclusÃes e consideraÃÃes finais, sugerem-se propostas para trabalhos futuros, com novas abordagens das teorias discutidas e outros mercados. / In this paper, an investigation is presented on the brand influence in the process of consumer buying decision low-income city of Fortaleza. Thus, it was developed a quantitative survey with 291 people in 27 districts of the municipality. In this investigation was made using a structured questionnaire, applied through direct interview and home. The theoretical basis explored the theme of consumer behavior, specifically their purchase decision process as well as the make and bearish market income. In summary, the conclusions drawn from this study show that, as might be wait, the price is the element that most of the time, most influences the buying decision that consumer, however, for some products such as food and personal hygiene, brand prevails in choice, although this involves paying higher price. This study provides information that can assist companies in developing strategies marketing, aiming to achieve the satisfaction of the needs of this specific market more effectively. The conclusions and final considerations are suggested proposals for future work with new approaches to other markets and discussed theories.

Esta dissertaÃÃo de Mestrado teve por objetivo avaliar o impacto das variÃveis mercadolÃgicas no processo de decisÃo de compra de marcas populares de Ãgua mineral na Embalagem 20 litros no mercado residencial de Fortaleza. Este estudo constatou que o crescimento destas marcas foi favorecido pelo surgimento de uma nova classe de consumidores que, impulsionados por fatores sÃcio-econÃmicos como o aumento do poder aquisitivo e a estabilidade econÃmica passaram a consumir Ãgua mineral. HÃ ainda outros fatores determinantes para o crescimento do consumo tais como a necessidade de uma experiÃncia de consumo mais saudÃvel, a procura pela experiÃncia de consumo de melhor sabor e a motivaÃÃo de projetar uma imagem de si prÃprios para outras pessoas. Uma pesquisa de campo foi realizada com uma amostra de 384 consumidores residenciais em diferentes domicÃlios na cidade de Fortaleza. Como resultado, constatou-se que o gosto da Ãgua, bem como a qualidade, confiabilidade e preferÃncia pela marca sÃo os fatores que mais influenciaram na escolha da marca. Estes resultados confirmam o potencial do mercado de baixa renda reforÃando a importÃncia das empresas em buscar alternativas para acompanhar a evoluÃÃo dos seus consumidores oferecendo soluÃÃes mais criativas que as dos seus concorrentes para diferenciaÃÃo das marcas neste promissor mercado.

First of all, we want to inform the readers that this thesis is written in Swedish before addressing the abstract.The possibility to buy groceries online has been a possibility since 1996 in Sweden, but the growth of the service did actually begin a few years ago. The two latest years of shopping food online – e-grocery has become one of the most fast growing markets online, and it is still growing. More and more customers have been drawn to this type of alternative to shop food. It is a quite relatively new market in progress, both for consumers and companies and the online market has still a few obstacles to overcome, for instance the delivery time and the online payment. The consumer today is in a changing phase and starts to see the advantages of buying groceries online. In this research the barriers and advantage factors have been identified towards the online grocery shopping, in ability to examine the situation today.In order to find these barriers and the advantages of e-grocery, a case study with ICA City in Borås was an optimal approach. With the help of ICA City's digital customers, a qualitative study with focus groups was performed and a quantitative data collection with questionnaires was made. The purpose of the qualitative research was to identify barriers and the advantage factors, and the quantitative study was to measure their importance of these. These barriers and advantages have been placed against the purchase decision process to identify when and how the consumers are affected.The conclusion of this study resulted in both old and new barriers against e-Grocery. E-Grocery needs to be better developed; especially when it comes to the interface, it needs to be user friendlier, as well as inspirational. The groceries online, is today inadequate, which affects many consumers' and the shopping experience. The trading strategy must be adapted to the digital customer, which leads to the conclusion of a need for a better and stronger website to attract more and loyal customers. The biggest advantages for e-Grocery in this research were the conveniences and the time the consumers save, on not having to go to a physical store and shop for food. Many of the participants who participated saw the benefit of the e-Groceries availability, when they could buy food whenever and wherever. / Att handla mat på nätet är något som har funnits möjlighet att göra sedan 1996, men det var först för några år sedan som det började växa kraftigt. De två senaste åren har försäljningen av mat online ökat kraftigt, och fler kunder lockas till detta alternativa sätt att handla mat. Det är en relativt ny marknad för både konsumenter och företag. Det finns många faktorer som hindrat kunder, men dessa barriärer är nu i en förändringsfas och konsumenterna börjar se de främjande faktorer som den digitala mathandeln tillför framför barriärerna. I denna forskning har barriärer och främjanden faktorer mot digital mathandel mäts för att se hur de ser ut idag.För att kunna ta reda på dessa barriärer och de främjande faktorerna blev ansatsen och tillvägagångssättet en fallstudie på ICA City i Borås. Med hjälp av ICA Citys digitala kunder utfördes en kvalitativ studie med fokusgrupper och utifrån den en kvantitativ insamling med ett frågeformulär. Syftet med den kvalitativa undersökningen var att identifierade barriärer och främjande faktorer, och med hjälp av den kvantitativa studien i mäta deras betydelse. Dessa barriärer och främjanden faktorerna har sedan placerats ut efter den köpbeslutsprocess för att identifiera när och hur konsumenten blir påverkad.Slutsatsen av studien resulterade i att de barriärer som funnits förr börjar försvinna och i samband med detta uppkommer nya. E-livsmedel är något som behöver utvecklas, speciellt när det kommer till användarvänlighet och inspiration. Sortimentet online är bristfälligt vilket påverkar många konsumenters upplevelse. Handelstrategin måste anpassas till den digitala kunden vilket leder till slutsatsen om ett behov av en bättre och starkare hemsida för att locka fler och trogna kunder. De främsta främjande faktorer för respondenterna i forskningen var bekvämligheten med e-livsmedel samt tiden som de sparar med att inte behöva åka till en fysisk butik och handla. Många deltagare såg även fördelen med butikens tillgänglig, närsomhelst och var som helst.