The aim of the thesis is to afford a complex perspective of a parallel development of psychology and economics to the readers. It is suggested, how psychological experiments could be used for the overall enrichment of the classical theory of economics. In the thesis, readers are introduced to the development of economic theories over time, and also to what role a human takes as a personality. Including the thesis is the part engaging in consumer decision process.

In recent years, the sales promotion techniques provided by marketing strategies has increased and has become an important factor in the fashion industry. In todays society customers have more knowledge and easier access to information online. Due to the growth of consumer awareness, businesses need to gain insight on how limited-time promotion techniques affect consumers.  Accordingly, the purpose is to gain insight and understand how millennials' impulse buying is influenced by limited-time promotion when purchasing fashion products online, and explore if hedonic and utilitarian motivation appear and lead millennials to a purchase decision. The aim is to develop a more recent and essential knowledge within this topic due to the poverty of recent studies on if limited-time promotion influences millennials impulse buying behavior.  The empirical findings that were collected using a multiple-method qualitative study of four focus-groups and six semi-structured interviews with people originated from Sweden. The findings were analyzed and discussed with the literature that have been presented to determine their similarities or differences.  The conclusion of this thesis demonstrates millennials in Sweden's awareness of businesses marketing strategies, and that they are detached to the process. Throughout the thesis, millennials' attitudes towards the businesses promotions in the market is saturated, and that they are not influenced by limited-time promotion online since the knowledge that there will soon occur a discount again. Although the increased awareness of millennials in Sweden, utilitarian and hedonic motivations tend to create impulse-buying behavior online. Furthermore, to attract millennials in Sweden some factors have been identified.

Background: The emergence of mobile phones today and in history proves to beexceptionally unique in the consumer electronics market as well as the telecommunicationmarket. The reason behind the huge growth of the industry has been the exceptional evolutionof the technology used in the mobile devices in terms of performance and miniaturization. Purpose: The purpose of the research is to investigate the different stages within theconsumer decision making process and the influencing factors that have a grip overconsumers and shape the consumer behaviour towards smartphones. The study is aimed atexploring the main reasons that affect the buying decision of students regarding a specificcase, which is the iPhone product and its student users in the Swedish market. By focusing ona specific segment of the iPhone consumers, the research will present more accurate and clearresults. The theoretical perspective of the study will be using the traditional five-stagedecision-making model as a backbone thus putting the main focus of the analysis on theconsumer behaviour of the respondents. Method: Additionally, the paper will take the customers’ point of view in order to portray theinfluencing factors that exist within the consumers’ decision-making. For the purpose of thestudy, 12 iPhone users will be interviewed through semi-structured interviews and thegathered data would be analysed and coded in order to find and synthesize the results into aframework that will be developed specifically for the case. Conclusion: According to findings that were made regarding the iPhone case, there were afew factors that stood out as the most relevant when it comes to the students’ purchasedecision - brand loyalty, culture and society, perceived risk, financial influence, usage andproduct features. After the initial purchase of an iPhone which is mainly influenced by socialinfluences, it can be concluded that brand loyalty plays a key role in the repurchase behaviourof customers.

This paper examines the concept of sustainable development and sustainable consumption in the food industry and how consumers relate with the idea of organic food produce and their alternatives. The research was developed by using the Consumer Decision Making model and the Norm Activation Model to be able to understand what motivates consumers in their buying choices and why. These models break down the steps a consumer goes through before making a purchase and the emotional evaluation that occurs after that decision is made. With a total of 70 responses from a structured survey sent out, the results indicated that consumers are conscious about sustainable products, are aware of the environmental and social impact but 30.6% of consumers have never looked out for sustainable products.

In recent years there has been a remarkable distribution of the omnichannel environment, which has emerged as a significant factor in the fashion industry. Today's society is characterized by customers who possess extensive knowledge and easy access to information online, with the added convenience of constantly available e-commerce. As consumer awareness has escalated, it has become imperative for businesses to understand how customers' needs, pain points, and desires impact their customer journey in an omnichannel environment. Consequently, the aim of this research is to gain a comprehensive understanding of how Generation Z customers' needs, pain points, and desires influence their behavior throughout the customer journey within the fashion industry's omnichannel landscape. This study aims to contribute new and crucial insights to the existing body of knowledge, given the lack of recent research on this topic from the consumer perspective. To achieve these research objectives, empirical data was collected through a qualitative multi-method study comprising five focus groups and five semi-structured interviews, with a total of 25 participants. The participants consisted of individuals of Swedish origin who were born in, and belong to, Generation Z. The collected data was afterwards analyzed and discussed, which meant comparing and contrasting the results with previous research on the topic. The conclusion of this thesis reveals remarkable observations about Generation Z in Sweden, where this study has identified the most common combinations of different channels in omnichannel atmospheres. Overall, this study highlights a clear preference among female participants to use the services provided by e-commerce, while male participants show a propensity for physical, traditional commerce. In addition, this report sheds new light on the information search and evaluation process, which constitutes the initial stage of the consumer's decision-making process. Finally, needs, pain points and desires based on each step in the customer journey are identified, as well as how the problems can be resolved with initiatives from the companies.

Fast fashion brands provide consumers with constantly available opportunities to update,not only their wardrobes, but themselves. As our identities have become a constant projectto work on, consumption of fast fashion involves the possibilities of trial and error ofpersonal development. Consumers are predisposed to shape or change their personalities byusing brands as additional traits. This is conceptualized as Brand Engagement in SelfConcept (BESC) to explain how consumers build and express identities. Even if FastFashion is recognized to make trends available for a democratized audience who continuallyevolve temporary identities, it is a limited researched area where Brand Engagement in SelfConcept (BESC) is addressed. As this tendency to involve brands in consumers' self-concept(BESC) is defined as an individual trait to be measured, there is still no qualitative researchto our knowledge that provides deeper insights of how this subjective objective is displayedor affecting the pre-purchase stage within the context of fast fashion.The purpose of this degree project is to develop a deeper understanding of consumers'tendency to incorporate brands as a part of their self-concept and how brand engagement inself-concept (BESC) influences the pre-purchase stage in the decision-making process inthe context of fast fashion. In order to fulfil this purpose, a qualitative study wasimplemented by applying semi-structured interviews with six individuals with the propertyof being consumers of generation Z. Pursuant to previous research that states how thesegeneral tendencies of BESC varies amongst individuals, we were able to identify diversegeneral tendencies in the empirical findings of involving brands in self-concept.These various indications of involvements were represented by the identified themesreflecting how the consumers are applying the silent, but expressive languages of clothing,regarding their representation of themselves through what they wear, awareness of trendsand the extent of purchasing.With regard to these identified indications of involving brands in self-concept to differentextent, our empirical findings resulted in themes, addressing how the pre-purchase stagewas influenced in the context of fast fashion. Our results show how the pre-purchase stageis initiated by recognizing a need or opportunity congruent with the self-concept.Additionally, as information is searched, this stage is influenced by the involvement ofbrands in the self-concept by the identified themes: inspiration, coincidence and familiarity.As the evaluation of alternatives is made, the themes of “considerations to social context”and “the fit” are identified as being influenced by BESC. The consumers' self-concept hasbeen found to be defining the extent of influence, in terms of composing the reference tocompare fast fashion brand personalities with. Consequently, we draw the conclusion thatthe negative associations of fast fashion limited the involvement of fast fashion brands inthe self-concept as these personalities were considered unappealing by representing cheap,quick compliance, low quality and unethical values. Our results demonstrate how the needfor social consistency and approval motivates young consumers to involve fast fashionbrands in their self-concept. This is contradicting displayed in terms of buying the basicassortments with the absence of fast-moving trends.

Title Evaluation of Factors Affecting the Decision-Making Process of Sneaker Purchase among Chinese Post 90s Consumers. Background Sneakers have become an essential part of the younger generation's wardrobe in today's society, reflecting the millennial drive for comfort and leisure. It ultimately portrays a playful and stylish image among post-90s consumers. In the colossal sneaker market, various factors influence consumers' purchasing decisions.  Purpose The study's objective is to analyse the factors affecting the decision making process of Chinese post-90s consumers in purchasing sneakers. It explores factors behind consumers' purchasing behaviors that are special and different from those of consumers in other parts of the world in the vast market of China. The study focuses on strengthening the knowledge on the topic. Additionally, the study will provide information on what drives China's post-90s consumers' buying decisions on sneakers. Marketers will be able to analyse the factors and come up with services or sneaker products that satisfy consumers. The paper will summarize the factors that influence consumers' purchasing decisions of sneakers by combining literature surveys and interviews.  Method Semi-structured interviews with 12 respondents were conducted. Through the analysis and coding of the interview, the key influencing factors in consumer decision-making are identified. The literature review analysed the five steps of consumer decision-making progress. Conclusion: Consumers make purchase decisions primarily based on their liking for products. Marketers should reasonably position the product range that consumers like and recommend them. Friends' recommendations and discussions influence consumers' purchasing behavior. Establishing good product experience and after-sales service in the marketing process affects brand reputation.

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Creating a conducive environment for healthy eating can be achieved by empowering consumers with the necessary information to make informed nutritional choices. As a result, nutritional labeling has become increasingly imperative in assisting individuals in their daily purchasing decisions. Although research suggests that front-of-pack labeling is an effective means of informing consumers about healthier food options, no single labeling system has proven successful in this regard. The absence of a definitive labeling system ideal for all purposes makes it challenging to determine the most effective one. This uncertainty has led to a gap in the literature, which provided an opportunity for further research to examine the various labels and related concepts and factors. This dissertation aimed to fill the gap in the literature by studying two popular front-of-pack labeling systems: The Health Star Rating system and Nutri-Score. Four research chapters have been included to achieve this objective. The study commenced with a systematic review of the Health Star Rating label in the literature. The next chapters examined the impact of front-of-pack nutrition labels on consumers' food choices and preferences. The research investigated how the presence or absence of a label influences consumer decision-making and how individual differences play a role in interacting with these nutrition labels. Finally, the performance of the nutrition labels is examined in the context of existing beliefs and attitudes. This last study provided a fresh perspective on the effect of Nutri-Score on food choices by exploring its impact on consumers’ prior beliefs, intuitive thinking, analytical processing, and judgment of healthiness. In conclusion, the body of literature reviewed and the experimental data gathered in this thesis suggest that food labels are effective at influencing consumer choice; however, due to this, special caution must be exercised due to the risk that they could be used more as a marketing tool than as a genuine aid to informed choice.