Retail shelves acts as extrinsic cues which influence consumers’ perceptions and facilitates them in their purchase dilemma. This study is about determining any possible association between vertical shelf levels and consumers’ perception of values. The assumption that consumers perceive a product at higher place as of higher value (quality) was analyzed by means of primary data and further explained by cue utilization theory. The research attempts to quantify values (extrinsic cue effect) by means of prices of the products. Here, both shelf levels and price are considered as extrinsic cues. In other words, this research analyzed the influence of one extrinsic cue on the other and thus how this affects consumer perception of the product’s value. For this purpose, a primary research was conducted involving consumer group of Swedish people (N=90) and price data was collected for three products placing at different shelf levels. Results from the questionnaire were analyzed by means of one way ANOVA test. The results disapproved hypothesis that was tested yet showed a positive trend for one the value product e.g., coffee. On the basis of result, it can be deduced that further research with different experimental techniques could be applied on the same subject matter to bring more accurate results.

In recent years Corporate Social Responsibility (CSR) has gained increasing attention from companies, as CSR activities have been seen to increasingly influence consumers’ attitudes, intentions, and behaviors in relation to brands. This study aims to complement existing research, by focusing on how attitudes and purchase intention of university students are affected by CSR activities of companies within the outdoor industry specifically, as previous research has indicated the impact could vary between industries. Understanding the attitudes and intentions of university students can be seen as particularly interesting, as the attitudes and behaviors of early adopters, typically young and educated people, are typically spread to the majority of the population and market.   The research was done in a deductive manner, where two research questions were conducted to fulfill the purpose of the study. The research was conducted by using a quantitative study through a questionnaire responded by students at Luleå University of Technology. The statistical analysis is based upon a factor analysis and further a correlation analysis and a hierarchical multiple regression analysis.   Results from this study indicate that there is a relationship between university students’ attitudes towards CSR activities of companies within the outdoor industry and purchase intention. Further, the findings concluded this relationship positively. University students with a strong positive attitude towards a company’s CSR activities got a higher intention to purchase. Therefore, CSR activities should be considered as a strategically important opportunity and a tool for companies in the outdoor industry to influence young and educated consumers’ purchase intentions and attitudes towards the company in a positive way.

Background: With the rapid development of information technology, social media and e-commerce platforms have become increasingly popular among consumers. Live streaming e-commerce is a new shopping pattern that has emerged in the process of development. With the help of short videos and live broadcast platforms, the popularity of live streaming e-commerce has significantly increased in the Chinese market. Outside of China, this shopping pattern is also gaining traction. However, due to the differences in markets and consumers among different countries, it is also necessary to understand the factors that affect consumers' cognitive perceptions of live streaming e-commerce. Purpose:  This study aims to find differences in consumers' perceptions of live streaming e-commerce between Chinese and Swedish consumers and investigate the factors influencing consumers' perceived attitudes towards live streaming e-commerce. Method:  Quantitative data was collected in the Swedish and Chinese markets through online questionnaires to achieve the research purpose. The researchers used convenience sampling and snowball sampling techniques to ensure that sufficient responses were collected. Aside from demographic sections and filter questions about the user experience of live streaming e-commerce, the remaining seven dimensions of the questionnaire assessed the cognitive perceptions of consumers based on two well-established models: The S-O-R Paradigm and IS success model. Conclusion:  Based on the results of this study, there are differences between online consumers in Sweden and China regarding live streaming e-commerce. Chinese respondents were generally more favorable and consistent in their views regarding user satisfaction, perceived attitudes, and intention to purchase. In contrast, respondents in Sweden considered the qualities of system, information, and service more positively. Additionally, consumers' perceived attitudes toward live streaming e-commerce were most strongly predicted by service quality, followed by system quality. Moreover, there is a favorable correlation between information quality and user satisfaction, which adds to the individual organism linkage's perceived attitude. A positive relationship is also founded between system quality and perceived attitudes. Furthermore, user satisfaction is the determining factor of perceived attitude. Perceived attitude is a more decisive factor than user satisfaction which positively influences the intention to purchase in the consumers' response. The findings of this research provided wide-ranging theoretical and managerial implications and developed possible opportunities for future research.

「網路購物」為電腦網路科技所興起的一種新興商業。它改變了消費者 購物的習慣；相對的，消費者購買動機、需求及使用行為也不斷影響網站型態的發展，並且衍生出更多新的網路購物商業模式與議題。 在網路購物相關研究中，過去較少針對教師族群消費行為進行分析。本研究乃在探討國中小教師族群對網路購物的經驗與行為，藉由個案公司進行該族群網路購物的偏好、態度及購買行為分析，以及其消費需求與企業既有的購物網站整合的效益評估，並探討各種市場刺激因素及網路購物環境特性對該族群購買傾向與行為的影響性。 本研究藉由消費者行為及市場區隔、認知風險、市場刺激因素、網路購物環境等文獻的探討，採取問卷調查方式，收集了692份有效樣本，再利用統計分析方法得知該族群網路購物消費者行為模式中不同變項的相互關係。研究發現將近有七成的國中小教師族群具有網路購物的經驗，而且未因居住地區不同而有顯著的差異。但是，無網購經驗的族群中則會因居住地區、年齡層、教師身分及任教領域的不同，對於未選擇網路購物的原因呈現顯著的差異；年齡超過40歲以上的群體網路購物的比例逐漸降低，對於網路購物的網站訊息疑慮、產品信譽、交易安全、保證及退貨制度等認知風險亦越高。 該族群會受到個案公司企業形象與品牌聯想，對所販售產品類別仍以與個案公司企業形象相符的產品類型比較受到該族群的認同。但不同消費特性的族群對於產品類型的需求，則會因性別、年齡層、教師身分、收入而呈現明顯差異。市場刺激因素及購物網站環境特性對於不同特性族群的影響並無顯著的差異。 本研究結果期能增進學術界對國中小教師族群網路消費行為的認識，以及提供個案公司作為訂定市場區隔及行銷策略的基礎資料，以及視本研究對象為主要目標顧客群的購物網站經營者參考。 / The internet shopping is a new business style while the computer network technology was popular and rising tremendously. It changed the consumer’s shopping behavior totally. On the other hand, the buying motivation, user requirement and buyer’s behavior were influenced the developing of web site module and style continuously. And more and more issues of new business model and discussion topics were derive repeatedly. There was much less research and analysis for the teachers’ consuming behavior in the scope of internet shopping apparently. This study was focused on the experimental and behavioral analysis of internet shopping for the teacher who was in the secondary school and elementary school. We tried to figure out an evaluation of a beneficial result of a web site integration on a specific case through the analysis of users’ favorite, attitude and buying behavior, etc. It also probes the influence of the tendency and comportment to the particular group people into the stimulate incident of marketing and the environment characteristic of internet shopping simultaneously. After referenced those published in the area of the consumer’s behavior, the marketing isolation, the, the stimulate incident of marketing and the environment characteristic of internet shopping. We proposed a questionnaire survey to express the capability of variety of correlations between different user models of internet shopping behavior by the statistics analysis method eventually. There were 692 copies of effective samples from the teachers in whole Taiwan. We also found that only 70% of them would have the experiment of internet shopping, and it did not appear the discrepancy with resident area conspicuously. But the group of internet shopping users would be variable with different resident area, ages, teacher’s status and its teaching domain, especially it reflected on the reason of ‘not shopping on the internet’. Also, we found the lower ration of internet shopping with older teacher such as above 40 years old. It would be higher anxiety with more cognitive risks of web site’s messages, product credibility, transaction security, certificate of guarantee and refund policy eventually. There was more identified for this specific case with the enterprise representation and brand imagine from its sale production. But we also found that the requirement of different characteristic group were appeared diversity obviously with different factors, such as gender, age, identity and income. Furthermore, there was no eminent remarkable difference for the different user scopes with the stimulate incident of marketing and the environment characteristic of internet shopping contrarily. This study would provide a reorganization of the internet consuming behavior on a specific teacher family expectedly. And we would like to provide some basic information for the marketing isolation and the marketing strategies for the business target ultimately.

O superendividamento do consumidor é uma realidade preocupante da sociedade atual. A prevenção é um dos mais eficazes meios de se combater esse problema social. A informação, já consagrada como direito básico dos consumidores no artigo 6º, III, do CDC, torna-se ainda mais importante nesse contexto. Os contratos de crédito têm por característica sua complexidade, sendo extremamente difícil ao consumidor leigo entendê-los e compreendêlos. Prazos, taxas, juros, capitalização de juros, comissão de permanência, multas, contratos conexos, tudo isso se torna um emaranhado indecifrável ao consumidor. Dessa forma, acredita-se que o efetivo cumprimento do dever de informar das instituições financeiras nos contratos de crédito é um meio eficaz de prevenir o superendividamento do consumidor. A presente dissertação de mestrado analisa as fontes e a dimensão que alcança o dever de informar das instituições financeiras no contexto pré-contratual dos contratos de crédito, frente às causas do superendividamento do consumidor, pretendendo averiguar se é possível a prevenção do superendividamento através da informação e, se positivo, como será possível e quais os limites que comporta. Assim, analisar-se-á a legislação atual para examinar se é suficiente à adequada proteção do consumidor, procurando investigar como a doutrina e a jurisprudência brasileira estão tratando do assunto. Após, analisar-se-á o Projeto de Lei do Senado nº283/2012, que propõe a atualização do Código de Defesa do Consumidor, inserindo capítulo destinado à prevenção e tratamento do superendividamento do consumidor, procurando examinar se a proposta legislativa avança nas medidas de prevenção do superendividamento através da imposição de um dever de informar mais rigoroso às instituições financeiras. / The consumer’s over-indebtedness is a worrying reality of the today’s society. Preventing it is one of the most effective ways of combating this social issue. The information, already established as a basic right of consumers under article 6th, III, of Brazilian Consumer Defence Code, turns up to be even more important in this context. The credit agreements have as feature their complexity, being extremely hard to the lay consumer to understand and to comprehend it. Terms, rates, interests, interest capitalization, continuity commission, fines, related contracts, all this becomes an indecipherable tangle to the consumer. Thus, it is believed that the effective execution of the duty to inform of the financial institutions in the credit agreements is an efficient way to prevent the consumer’s over-indebtedness. The present master’s dissertation analyzes the sources and the dimension that the duty to inform of financial institutions reaches in the pre-contractual context of the credit agreements, facing the causes of consumer’s over-indebtedness, aiming to ascertain if it is possible to prevent the over-indebtedness through information and, if positive, how is it achievable and which are the limits. Thereby, the current legislation will be analyzed to examine if it is enough to the appropriate consumer’s protection, seeking to investigate how the Brazilian doctrine and jurisprudence are handling the subject. Thereupon, the Senate proposed bill n. 283/2012 will be analyzed. This bill proposes the update of Brazilian Consumer Defence Code, inserting a chapter headed for prevention and treatment of consumer’s over-indebtedness. The proposed bill will be examined to verify if it makes progress in the measures to prevent overindebtedness through the imposition of a stricter duty to inform to financial institutions.

Sammanfattning Ämnesfördjupande arbete inom marknadsföring, Ekonomihögskolan vid Linnéuniversitetet Civilekonomprogrammet, 4FE03E, VT 2011. Författare: David Broo Handledare: Sarah Philipson Titel: Mobiltelefoni – en djungel för konsumenterna. Vilka faktorer påverkar deras val av mobiloperatör? Syfte: Uppsatsens syfte är att undersöka vilka faktorer som påverkar de svenska konsumenternas val av mobiloperatör. Ett delsyfte är att undersöka vad som påverkar deras lojalitet till sin operatör. Frågeställning: Vilka faktorer påverkar de svenska konsumenternas val av mobiloperatör? Metod: Det teoretiska materialet består av litteratur och vetenskapliga artiklar. Den empiriska delen genomfördes med hjälp av två fokusgrupper med totalt 20 studenter från Linnéuniversitetet i Växjö samt genom diverse hemsidor, branschpress och facktidningar. Slutsats: Trygghet, täckning och pris är viktiga faktorer i konsumenternas val av operatör. Det verkar dock som om operatörerna inte differentierar sig i tillräcklig utsträckning. Etiska värden, frihet och flexibilitet är faktorer som skulle kunna bidra till en tydligare differentiering av operatörernas varumärken. I dagsläget är konsumenterna lojala till sin operatör då de inte anser det vara lönt att byta. De uppfattar istället branschen som "en djungel" och är därför lojala till sin operatör. Nyckelord: Varumärke, konsumenter, lojalitet, mobiloperatör, konsumentbeteende / Abstract This is a master thesis within the field of marketing written at the Economic institution on the Linnaeus University in Växjö, 4FE03E, spring 2011. Author: David Broo Tutor: Sarah Philipson Title: Mobile telephony – a jungle for the consumers. Which factors affect the choice of mobile network operator? Purpose: Purpose of this essay is to explore which factors that affect the Swedish consumer’s choice of mobile network operator. A part of the purpose is also to explore which factors that affect the loyalty to their mobile network operator. Research question: Which factors affect the Swedish consumer’s choice of mobile network operator? Method: The theoretical material consists of literature and scientific articles. The empirical part was conducted by four focus groups with a total of 20 students from Linnaeus University in Växjö, and from electronic sources, various trade press and journals. Conclusion: Safety, coverage and price are key factors in consumer’s selection of mobile network operator. It seems that the mobile network operators do not differentiate themselves sufficiently. Ethical values, freedom and flexibility are factors that could contribute to a clearer differentiation of the brands of the mobile network operators. Currently consumers are loyal to their mobile network operator because of they do not consider it worthwhile to change. They are instead seeing the industry as "a jungle" and are therefore loyal. Keywords: Brand name, consumer’s, loyalty, mobile network operator, consumer behavior

O superendividamento do consumidor é uma realidade preocupante da sociedade atual. A prevenção é um dos mais eficazes meios de se combater esse problema social. A informação, já consagrada como direito básico dos consumidores no artigo 6º, III, do CDC, torna-se ainda mais importante nesse contexto. Os contratos de crédito têm por característica sua complexidade, sendo extremamente difícil ao consumidor leigo entendê-los e compreendêlos. Prazos, taxas, juros, capitalização de juros, comissão de permanência, multas, contratos conexos, tudo isso se torna um emaranhado indecifrável ao consumidor. Dessa forma, acredita-se que o efetivo cumprimento do dever de informar das instituições financeiras nos contratos de crédito é um meio eficaz de prevenir o superendividamento do consumidor. A presente dissertação de mestrado analisa as fontes e a dimensão que alcança o dever de informar das instituições financeiras no contexto pré-contratual dos contratos de crédito, frente às causas do superendividamento do consumidor, pretendendo averiguar se é possível a prevenção do superendividamento através da informação e, se positivo, como será possível e quais os limites que comporta. Assim, analisar-se-á a legislação atual para examinar se é suficiente à adequada proteção do consumidor, procurando investigar como a doutrina e a jurisprudência brasileira estão tratando do assunto. Após, analisar-se-á o Projeto de Lei do Senado nº283/2012, que propõe a atualização do Código de Defesa do Consumidor, inserindo capítulo destinado à prevenção e tratamento do superendividamento do consumidor, procurando examinar se a proposta legislativa avança nas medidas de prevenção do superendividamento através da imposição de um dever de informar mais rigoroso às instituições financeiras. / The consumer’s over-indebtedness is a worrying reality of the today’s society. Preventing it is one of the most effective ways of combating this social issue. The information, already established as a basic right of consumers under article 6th, III, of Brazilian Consumer Defence Code, turns up to be even more important in this context. The credit agreements have as feature their complexity, being extremely hard to the lay consumer to understand and to comprehend it. Terms, rates, interests, interest capitalization, continuity commission, fines, related contracts, all this becomes an indecipherable tangle to the consumer. Thus, it is believed that the effective execution of the duty to inform of the financial institutions in the credit agreements is an efficient way to prevent the consumer’s over-indebtedness. The present master’s dissertation analyzes the sources and the dimension that the duty to inform of financial institutions reaches in the pre-contractual context of the credit agreements, facing the causes of consumer’s over-indebtedness, aiming to ascertain if it is possible to prevent the over-indebtedness through information and, if positive, how is it achievable and which are the limits. Thereby, the current legislation will be analyzed to examine if it is enough to the appropriate consumer’s protection, seeking to investigate how the Brazilian doctrine and jurisprudence are handling the subject. Thereupon, the Senate proposed bill n. 283/2012 will be analyzed. This bill proposes the update of Brazilian Consumer Defence Code, inserting a chapter headed for prevention and treatment of consumer’s over-indebtedness. The proposed bill will be examined to verify if it makes progress in the measures to prevent overindebtedness through the imposition of a stricter duty to inform to financial institutions.

O dever de informar é multifacetado: é ao mesmo tempo direito e dever e permeia todo o sistema protetivo do Código de Defesa do Consumidor, irradiando seus efeitos desde a fase pré-contratual da relação de consumo. Trata-se de dever que encontra fundamento na boa-fé, baseando-se na necessidade de tutela das legítimas expectativas do consumidor. O presente estudo objetiva a análise das características e correlações do dever de informar do fornecedor nas relações de consumo e as consequências de sua violação, como a não obrigatoriedade do conteúdo contratual desconhecido, o cumprimento forçado da oferta e a responsabilidade por vício e defeito de informação. / The duty to inform is multifaceted: it is at the same time right and duty and pervades the entire protective system of the Consumer Protection Code, radiating its effects since the pre-negotiation phase of the consumption relation. It arises from the good faith principle, the contractual trust and it is based on the need to safeguard the legitimate expectations of the consumer. The present study aims to address the characteristics and correlations of the supplier's duty to inform in consumer relations and the consequences of its violation, such as the non-compulsory contractual unknown content, the forced fulfillment of the offer and the liability for damages caused by lack or defect of information.

O dever de informar é multifacetado: é ao mesmo tempo direito e dever e permeia todo o sistema protetivo do Código de Defesa do Consumidor, irradiando seus efeitos desde a fase pré-contratual da relação de consumo. Trata-se de dever que encontra fundamento na boa-fé, baseando-se na necessidade de tutela das legítimas expectativas do consumidor. O presente estudo objetiva a análise das características e correlações do dever de informar do fornecedor nas relações de consumo e as consequências de sua violação, como a não obrigatoriedade do conteúdo contratual desconhecido, o cumprimento forçado da oferta e a responsabilidade por vício e defeito de informação. / The duty to inform is multifaceted: it is at the same time right and duty and pervades the entire protective system of the Consumer Protection Code, radiating its effects since the pre-negotiation phase of the consumption relation. It arises from the good faith principle, the contractual trust and it is based on the need to safeguard the legitimate expectations of the consumer. The present study aims to address the characteristics and correlations of the supplier's duty to inform in consumer relations and the consequences of its violation, such as the non-compulsory contractual unknown content, the forced fulfillment of the offer and the liability for damages caused by lack or defect of information.

O superendividamento do consumidor é uma realidade preocupante da sociedade atual. A prevenção é um dos mais eficazes meios de se combater esse problema social. A informação, já consagrada como direito básico dos consumidores no artigo 6º, III, do CDC, torna-se ainda mais importante nesse contexto. Os contratos de crédito têm por característica sua complexidade, sendo extremamente difícil ao consumidor leigo entendê-los e compreendêlos. Prazos, taxas, juros, capitalização de juros, comissão de permanência, multas, contratos conexos, tudo isso se torna um emaranhado indecifrável ao consumidor. Dessa forma, acredita-se que o efetivo cumprimento do dever de informar das instituições financeiras nos contratos de crédito é um meio eficaz de prevenir o superendividamento do consumidor. A presente dissertação de mestrado analisa as fontes e a dimensão que alcança o dever de informar das instituições financeiras no contexto pré-contratual dos contratos de crédito, frente às causas do superendividamento do consumidor, pretendendo averiguar se é possível a prevenção do superendividamento através da informação e, se positivo, como será possível e quais os limites que comporta. Assim, analisar-se-á a legislação atual para examinar se é suficiente à adequada proteção do consumidor, procurando investigar como a doutrina e a jurisprudência brasileira estão tratando do assunto. Após, analisar-se-á o Projeto de Lei do Senado nº283/2012, que propõe a atualização do Código de Defesa do Consumidor, inserindo capítulo destinado à prevenção e tratamento do superendividamento do consumidor, procurando examinar se a proposta legislativa avança nas medidas de prevenção do superendividamento através da imposição de um dever de informar mais rigoroso às instituições financeiras. / The consumer’s over-indebtedness is a worrying reality of the today’s society. Preventing it is one of the most effective ways of combating this social issue. The information, already established as a basic right of consumers under article 6th, III, of Brazilian Consumer Defence Code, turns up to be even more important in this context. The credit agreements have as feature their complexity, being extremely hard to the lay consumer to understand and to comprehend it. Terms, rates, interests, interest capitalization, continuity commission, fines, related contracts, all this becomes an indecipherable tangle to the consumer. Thus, it is believed that the effective execution of the duty to inform of the financial institutions in the credit agreements is an efficient way to prevent the consumer’s over-indebtedness. The present master’s dissertation analyzes the sources and the dimension that the duty to inform of financial institutions reaches in the pre-contractual context of the credit agreements, facing the causes of consumer’s over-indebtedness, aiming to ascertain if it is possible to prevent the over-indebtedness through information and, if positive, how is it achievable and which are the limits. Thereby, the current legislation will be analyzed to examine if it is enough to the appropriate consumer’s protection, seeking to investigate how the Brazilian doctrine and jurisprudence are handling the subject. Thereupon, the Senate proposed bill n. 283/2012 will be analyzed. This bill proposes the update of Brazilian Consumer Defence Code, inserting a chapter headed for prevention and treatment of consumer’s over-indebtedness. The proposed bill will be examined to verify if it makes progress in the measures to prevent overindebtedness through the imposition of a stricter duty to inform to financial institutions.