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.

Research on historical consumers has focused on physical products, financial services have received less attention. A model, "The Consumer Decision Making Model for Financial Services," emphasizes variable interaction and was introduced to address this lack of knowledge. The study focuses on Generation Z, a consumer group with over 2 billion individuals and increased purchasing power. Despite extensive research on this group, there is a lack of empirical data on their consumption of financial services. The purpose of studies is to deepen the understanding of Generation Z's decision-making processes in financial services by analyzing their psychographic, demographic and situational characteristics.  The study follows a quantitative research design with a deductive approach. The deductive approach means that hypotheses are formulated based on existing knowledge and theoretical considerations. By using a quantitative method, objectivity was enabled in the exploration of various themes, which also provided the ability to identify trends and connections. To collect empirical data, a web-based survey was conducted, where responses were obtained from 51 respondents within the relevant target group. The research questions that guide the study's design and data collection are anchored in theoretical considerations. This approach increases the credibility and relevance of the study by following a systematic methodology that is anchored in established theory.  The theoretical basis of the study is based on established theories of decision-making and decision-making models, with particular emphasis on the complex landscape of financial services. A central point of reference is "The Consumer Decision Making Model for Financial Services" by Milner and Rosenstreich (2013a), introduced to address the unique challenges of this specific field. Literature about Generation Z have also been extensively researched to highlight the unique factors that influence their decision-making processes. The study on Generation Z's financial decision-making processes shows that demographic factors do not have a major impact on their choices. Despite varying life situations and incomes, education is a priority for them. Life events such as parenthood or moving house affect their search for financial information, and despite their digital skills, family still plays an important role in their decisions. The study provides both theoretical insights and practical guidelines for actors in financial services and marketing. / Forskning om konsumenter har historiskt fokuserat på fysiska produkter, finansiella tjänster har fått mindre uppmärksamhet. En modell, "The Consumer Decision Making Model for Financial Services", betonar variabel interaktion och introducerades för att åtgärda denna brist på kunskap. Studien fokuserar på Generation Z, en konsumentgrupp med över 2 miljarder individer och ökad köpkraft. Trots omfattande forskning om denna grupp saknas det empirisk data om deras konsumtion av finansiella tjänster. Syftet med studier är att fördjupa förståelsen för Generation Z:s beslutsprocesser inom finansiella tjänster genom att analysera deras psykografiska, demografiska och situationella egenskaper.  Studien följer en kvantitativ forskningsdesign med en deduktiv ansats. Den deduktiva metoden innebär att hypoteser formuleras utifrån befintlig kunskap och teoretiska överväganden. Genom att använda en kvantitativ metod möjliggjordes objektivitet i utforskningen av olika teman, vilket också gav möjligheten att identifiera trender och kopplingar. För att samla in empirisk data genomfördes en webbaserad undersökning där svar erhölls från 51 respondenter inom den relevanta målgruppen. Forskningsfrågorna som styr studiens design och datainsamling är förankrade i teoretiska överväganden. Detta tillvägagångssätt ökar studiens trovärdighet och relevans genom att följa en systematisk metod som är förankrad i etablerad teori.  Den teoretiska grunden för studien bygger på etablerade teorier om beslutsfattande och beslutsfattande modeller, med särskild tonvikt på det komplexa landskapet för finansiella tjänster. En central referenspunkt är "The Consumer Decision Making Model for Financial Services" av Milner och Rosenstreich (2013a), introducerad för att ta itu med de unika utmaningarna inom detta specifika område. Litteratur om Generation Z har också undersökts mycket för att lyfta fram de unika faktorer som påverkar deras beslutsprocesser. Studien om Generation Z:s ekonomiska beslutsprocesser visar att demografiska faktorer inte har någon större inverkan på deras val. Trots varierande livssituationer och inkomster är utbildning en prioritet för dem. Livshändelser som föräldraskap eller flytt påverkar deras sökande efter ekonomisk information, och trots deras digitala kompetens spelar familjen fortfarande en viktig roll i deras beslut. Studien ger både teoretiska insikter och praktiska riktlinjer för aktörer inom finansiella tjänster och marknadsföring.

The value of secondary brand associations has been discussed in the literature for decades. Companies are transferring their brand building to retailers (Bruwer, Li et al. 2002 ), therefore, it is very important to understand the impact of retailers on the product brand and consumers’ decision making processes when considering other relevant sources of brand associations. However, in the wine environment, few published studies have been carried out to examine the association with retailers. Thus, the primary aim of this study is to examine whether this association transfers value to the image of wine brand and influences consumers’ behaviour. Also, the impact of ethnicity on the consumer’s decision making process will be taken into account. This research specifically provides insight into Christchurch’s wine retailing industry. Owing to the limited time and resources, the wine drinking community in Christchurch has been divided into two groups (European and Non-European). Europeans (150) and Non-Europeans (50) were recruited for the sample. Two research models and six main hypotheses were established to analyze the relationships between brand associations, perceived brand image and consumer behaviour. Research was conducted to collect quantitative data by using questionnaires, including rating scales and multiple choice questions. Face to face interviews and self-administered methods were employed. Participants were recruited by using a combination of convenience sampling, quota sampling and random sampling. A statistical programme called the Statistical Package for the Social Sciences (SPSS) was used to analyse the data. From the results it was found that associations including the packaging, characteristics, quality, country of origin, producer of the wine, retailer or staff qualities have a positive impact on the spending on wine. In particular, the kinds of retailers make differences to consumers’ expected wine budgets. The results also suggested that the evaluation patterns and perceptions of wine are different in the two ethnic groups.

Part one provides a literature review on the development of attitude theory in marketing research and addresses concerns regarding the effects of common method variance (CMV) in published studies based on the reasoned-action paradigm of consumer behavior and decision making. The results of a marker-variable analysis, logit analysis, and reanalysis of path estimates support the validity of self-report survey research designs. Part two employs a survey design to develop and validate a scale to measure a consumer s tendency to use a complex decision style (CDS) in conceptualizing and negotiating high-stakes decision situations. Drawing from literature on cognitive style theory and complexity science, a complex approach to decision making is characterized as being complexity-focused; decision makers tend to rely more heavily on strategies such as collaborating with others and integrating a variety of information. The CDS scale is also applied within a conceptual model of choice of elective healthcare treatment, specifically, women s decisions regarding the use of hormone therapy, commonly referred to as HRT.

Syftet med den här uppsatsen är att ta reda på vilka faktorer och risker som påverkar köpbeslutet för en konsument gällande en ny innovativ produkt. Uppsatsen kan på så sätt bidra med kunskap och förståelse för företag som vill utveckla den här typen av produkter. Studiens inriktning och syfte togs fram i samarbete med textilföretaget FOV Fabrics. Med utgångspunkt ur syftet och problemet genomfördes en enkätundersökning som kompletterades med semi-strukturerade intervjuer med fyra av enkätrespondenterna. Resultatet av enkätundersökningen analyserades och jämfördes med resultatet av intervjuerna. Enkät- och intervjurespondenterna delades in i två grupper, adoptörer och icke-adoptörer, baserat på om de valt att adoptera produkten i fråga eller ej. Grupperna analyserades och jämfördes för att få en förståelse för varför konsumenter adopterar nya produkter och varför vissa inte gör det. Studien visade att adoptering av nya produkter inte kan göras konkret för produkter överlag, då processen skiljer sig bland produktkategorier. Den här studien visar endast hur köpbeslutsprocessen för specifikt en skjorta i funktionsmaterial kan gå till, vilket även kan gälla för andra plagg med samma material men inte för andra produktkategorier. Studien visade på att adoptörer, bestående av innovators och early adopters, är främst mottagliga för nya innovationer. De består av tekniska, funktionsorienterade individer. Förutom funktionerna skjortan erbjuder (vattenavvisande, smutsavvisande, strykfri, antibakteriell) värderar de passform, komfort och design i ett plagg. Det är innovatörerna som bör adoptera produkten för att produkten ska kunna accepteras av majoriteten av konsumenterna. För att en adoption ska kunna ske av mer skeptiska konsumenter är det viktigt med tillförlitlighet och ett varumärke konsumenten kan lita på, om inte informationen och kunskapen om produkten är tillräcklig. / The purpose of this paper is to find the different factors and risks that affect the buying decision for a consumer when being faced with an innovative product. The study can contribute with knowledge and an understanding for companies that are looking to develop this type of products. The focus and purpose was developed in cooperation with the textile company FOV Fabrics. With the purpose and the problematics as a basis, a survey was completed alongside semi-structured interviews with four of the respondents from the survey. The result from the survey was analyzed and compared with the results from the interviews. All of the respondents were divided into two groups, adopters and non-adopters, based on if they wanted to adopt the product in question or not. The two groups were analyzed and compared to reach an understanding to why consumers choose to adopt new products and why some of them do not. The study showed that adoption of new products is not something that can be defined for all products, as the process differentiates between product categories. This study only shows what the buying decision process looks like for a shirt made of functional material, which can be translated to another garment with the same material, but not through other product categories. The study also showed that the adopters are consisting of innovators and early adopters, which are most receptive to new innovations. They are technical, function- oriented individuals. Besides the functions in the shirt (water repellant, stain resistant, non-iron, anti-bacterial) they value fit, comfort and design in garments. The innovators should adopt the product so it can be accepted by the majority of the consumers later on. To achieve an adoption by the skeptical consumers, reliability is an important factor and a brand that the consumer can trust, if the knowledge and information about the product is not sufficient enough. Please note that the paper is written in Swedish.