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.

Purpose - The purpose of this study is to explore the early adopters of clothing libraries and find out why they become members of this new fashion business model within collaborative consumption. The study aims to obtain an evaluation of clothing library users and understand their motives and determinants for joining a clothing library. Methodology - The study pursues a quantitative approach. Firstly, the background research was conducted during which data were collected through open-ended interviews with managers of five clothing libraries in Sweden. This enabled the researchers to establish categories of determinants for clothing libraries which were then verified in the next part of the research: a survey filled out by clothing library members. The survey was distributed to members of five clothing libraries in Sweden and resulted in 30 responses from users from all five clothing libraries. Conclusions - The outcome of this study shows that clothing library members are not a new segment of collaborative consumption but rather they are already existing second-hand consumers. Joining clothing libraries merely adds another channel of consuming used clothing. Although the intentions to join a clothing library are mostly based on sustainable motives, style and design are still highly valued by the members.

Problem: CSR is today a frequently used concept, as companies to a larger extent are held accountable for what is happening in the society. The company should also inform the stakeholders about their CSR activities in an appropriate way, in order to capitalise from all possible benefits. According to Schrader et al. (2006), one group that is extremely important to inform is the con-sumers. In order to make a trustworthy impression and gain the most bene-fits, the choice of CSR activity and way of communication is crucial for the company, and therefore the perceptions of the consumers are very impor-tant to know more about and understand. Little research has been done about the consumers’ perception of CSR, especially for Swedish consumers. Purpose: The purpose of this thesis is to find out how Swedish consumers’ percep-tions and behaviour towards a company are influenced by communication of specific CSR activities. Method: The data collection was done through a questionnaire that was completed online by 102 respondents. The respondents were asked to answer how their view of the company and willingness to buy from a company was changed by each the six specified CSR initiatives, as well as how they would prefer to get information about a company’s CSR activities. Their responses were analysed with help from consumer behaviour and promotion theories. Conclusions: All the initiatives gave a positive influence on the respondents’ perceptions, but the ones resulting in the most positive changes of the perceptions and willingness to buy were social responsible business practises, cause-related marketing and corporate philanthropy, which are initiatives where the com-pany are doing the largest effort instead of just encouraging others to make an effort. The respondents answered that they trust the companies’ infor-mation about CSR to some extent, but also think a third party should scru-tinise the companies’ activities and inform. The most favourable channel for CSR information was in the store and on packages, from environmental or-ganisations and the company’s webpage. Therefore it seems like the re-spondents value that the companies provide information, but are not too forward and pushing the information on them by for example advertise-ments.

Literature suggests that consumers perceive collective symbolic meaning in a set of products and brands and they associate this meaning with social roles or lifestyles that form consumption constellations. Such constellations exist as cognitive associative frameworks in consumers’ minds, which possess varying levels of accessibility. This thesis uses a multi-method approach to investigate how consumer perception and accessibility of consumption constellations is shaped by the psychosocial development that occurs during the transitional period of emerging adulthood. More specifically, two studies examine the role of the key drivers of psychosocial development at this stage: ego identity exploration and commitment. Study 1 employs a long interview methodology to provide insight into the dynamic nature of identity development during the period of emerging adulthood and its influence on perceptions of social roles and associated products and brands that comprise consumption constellations. Study 2 uses a response latency methodology to examine how emerging adults’ accessibility of consumption constellations is impacted by identity exploration and commitment, with hypotheses being partially supported. For aspirational constellations, high identity commitment participants displayed greater accessibility, with no significant differences based upon identity exploration as hypothesized.

Syftet med uppsatsen var att kartlägga vilka faktorer som konsumenter prioriterar när de väljer hotell. De respondenter som besvarade enkätundersökningen var författarnas vänner på community-sajten Facebook. Detta gjorde att urvalet blev snedvridet och den största ålderskategorin var 20-29 år. Vi tycker att detta gjorde studien mer intressant då vi har fått fram tydliga resultat kring vad denna åldersgrupp tycker är viktigt. Respondenterna i åldersgruppen 20-29 år tycker att Plats, Pris och Personer var de tre viktigaste faktorerna som de prioriterade vid val av hotell. / The purpose of this paper was to identify the factors that consumers value when choosing hotels. The group that answered the survey were friends of the authors on the community site "Facebook". This means that the selection of people was skewed and the largest age group was people aged between 20 to 29. We believe that this made the study more interesting when we retrieved clear results about what the group think is important. The people in the age group of 20-29 think that Place, Price and People are the three most valued factors when selecting hotels.

Abstract not available. / Thesis (MBA)-University of KwaZulu-Natal, 2007.

Presently in South Africa there exists a rising demand for olive oil. Within the context of increased imports, increased distribution and the introduction of different product lines of olive oil by large retailers this exploratory study investigates the consumer profile of olive oil consumers in Durban, KwaZulu Natal. The demographic variables of age, gender, income and educational level amongst Durban consumers were considered. To properly understand the olive oil purchase decisions, the aspects of consumer psychology that were considered included exposure to olive oil, preferences for types of olive oil, perception and memory recall. These psychological aspects were considered in the context of the afore-mentioned socio-demographic variables. A quantitative approach was used in this study. One hundred respondents were interviewed using the mall intercept method. Respondents answered a self-administered questionnaire which consisted of 18 questions that captured the objectives of the study. The generated data was analysed using statistical software and specifically the statistical techniques of cross tabulation and chi-square test of independence. The data attested to the fact that there was indeed a relationship between age, gender, income and educational levels amongst Durban consumers which answered the first research objective. The second research objective involved investigating the reasons for purchase and non-purchase of olive oil amongst Durban consumers. Sixty eight percent of the non-purchasers were reluctant to purchase the olive oil because of pricing issues with thirteen citing supply or availability issues. The most popular reason for purchasing olive oil was because of its health benefits followed by taste. The study also showed that the KZN market felt that insufficient exposure was given to olive oil. The typical olive oil consumer in Durban is likely to be aged between 45 to 54 years old, a female with a tertiary education and an income level between R7429 - R13 787. The study provided the broad parameters of a Durban olive oil consumer as well as his psychological purchase decision factors to enable olive oil marketers to better solidify the existing market whilst penetrating newer markets both within and beyond KwaZulu-Natal. / Thesis (MBA)-University of Natal, Durban, 2003.

International trade activity is becoming an increasingly more important part of the world economy, and it is recognized that there is a greater necessity to gauge consumers' attitude toward both domestic and foreign products (Netermeyer, Durvasula, and Lichtenstein, 1991). Research in this area has focused on what is termed the country of origin effect, that is, investigating how consumers perceive products sourced from a particular country (Roth and Romeo, 1992). Substantial portions of country of origin studies so far have focused on the consumer behavior of people in developed countries. However, because multinational companies around the world have expanded their operations in various developing countries, it is now relevant to examine this phenomenon in the developing world. This dissertation examines the importance that South African consumers place on country of origin information and how they perceive the quality of products made in various countries, namely the United States, Japan, the United Kingdom, China, India, and South Africa. Further more, this study examines the ethnocentric tendencies of South African consumers and the influence of demographical factors on consumer perception as well as the evaluation of domestic versus foreign products in South Africa. One hundred and seventy-six questionnaires were distributed to employees of the University of Natal both Durban and Westville campuses and of this total, one hundred and thirty-three questionnaires were returned. This represents a response rate of seventy-six percent. Data was analyzed using SPSS software. Statistics analysis of the results showed that South African consumers do indeed attach importance to country of origin information and that their evaluation of products is influenced by their perception and image of different countries. In line with previous research, the results indicated that consumers perceived products from developed countries as being of higher quality than products from developing countries. But they also exhibited a positive attitude towards South African products. This contradicts previous research findings whereby consumers in developing country perceive local products negatively. The result also revealed that price, country of origin, and brand are important to South African consumers before they consider purchasing decisions. Furthermore, the result indicated that South African consumers tended to be ethnocentric. Ethnocentrism scores, however, couldn't be generalized for all segments of the population. Differences were found based on sex, education and age. Young, educated, female consumers demonstrated less ethnocentric tendencies than other segments implying that this segment represents the best target groups for overseas manufacturers and marketers. / Thesis (MBA)-University of Natal, Durban, 2003.

This research investigates consumers' preferences and attitudes towards the packaging of FMCG (Fast Moving Consumer Goods) products and the influence that this packaging has on their buying habits and purchasing decisions. Respondents' likes, dislikes as well as key purchase drivers were examined. Focus groups were held to gauge the respondent's attitudes and perceptions towards packaging as well as their expectations of what it should be like. The researcher employed a descriptive research design method using qualitative methods to analyse the data collected. A total of twenty five focus groups were held, with twelve women in each group (ie 300 respondents). Respondents consisted of females residing in the Bedfordview, Sandton, Yeoville and Melville areas in Gauteng. One-hour focus groups were held during July, August and September 2003. / Thesis (MBA)-University of Natal, Durban, 2003.

Abstract not available. / Thesis (MBA)-University of Natal, Durban, 2002.