Traditional grocery shopping has been the only option for Swedish consumers to purchase groceries for a long time. However, the relatively new format, online grocery shopping is rapidly growing in popularity. Hence, consumers are presented with a completely new grocery shopping experience which has different advantages and disadvantages. The purpose of this thesis is to explore which advantages and disadvantages consumers experience with offline, and online grocery shopping to answer the question why consumers chose to buy groceries online. A conceptual model has been developed based on earlier research on grocery shopping, consumer experience and the four dimensions of the marketing mix; product, place, price and promotion. Qualitative data has been collected from two focus groups and five semi-structured interviews to explore what advantages and disadvantages consumers experience connected to offline and online grocery shopping and to understand why consumers chose to buy groceries online. All respondents shared most of the experienced advantages of online grocery shopping. The main reasons why consumers chose to purchase groceries online was to save both time and effort. Moreover, consumers experienced that they saved money due to less spontaneous purchases and fewer shopping trips per week. Online grocery shopping is growing in popularity. Hence, this thesis gives insights relevant to practitioners and academics on why consumers experience a desire to purchase groceries online. The findings of this thesis could help online grocery retailers to respond more efficiently to consumers’ needs and preferences.

Consumers seem to become more demanding in their buying behaviour within the fashionmarket. The society refers to individualism, personality and creativity, which affect people’s wayof dressing themselves. Many companies have started to work with aspects that create aconsumer experience to meet the customers’ new demands. Some fashion companies have evenshown a tendency to apply the entertainment industry in their concept, which generates in aphenomenon that can be called fashiontainment. This paper aims to revise the Swedish fashioncompany Indiska. The mission of the company is “We will offer a unique mix of fashion andhome furnishing with inspiration from India that pleases a lot of people”. Indiska has latelydeveloped a couple of new marketing strategies that include making their target market wider toalso attract the females of the younger generation. This thesis aim to investigate how Indiska cancombinate Indian culture and Swedish fashion in their communication to attract the youngerfemales of the fashion market. The study will also investigate how the company may developtheir marketing strategies and marketing channels to create a customer experience for theirchosen target market. The empirical and theoretical part of the study has been designed inpurpose to answer the given problems. The thesis will be in Swedish.This thesis is created from a hermeneutic point of view and from an inductive reasoning method.We have collected empiric data by field studies in India and by observation of Indiska’s stores inSweden. We have also done a number of qualitative interviews with key persons within thecompany. In the theoretical chapter we describe the consumer behaviour and marketingstrategies, as well as branding and theory of experience. Indiska has for a long time offered astore concept, which doesn’t place them within the ordinary segment because of their nichestrategies. The stores communicate directly to the customer and the purpose is to create anillusion of India. By maintaining and developing these strategies according to the room ofexperience model Indiska may satisfied the consumers’ demands of experience seeking. Theconclusion of our essay, is that Indiskas new concept “Bohemian Modern”, seems to meet theyounger generations’ needs and demands of differentiation. By combining Scandinaviansimplicity with Indian culture, Indiska seems to be a company that accomplish the demands ofthe younger generations. Indiska already has knowledge in the four different dimensions ofexperience that they may profit from in order to attain a fashiontainment concept. / Program: Textilekonomutbildningen

Purpose: This study aims to identify the most influential aspects that affect the consumer’s behavior regarding purchasing online, also why consumers choose not to complete their purchase or actually do complete it. 
 Research questions: How do an online retail store companies create a consumer experience resulting in a purchase or cancellation, and how do consumers perceive online experience? Methodology: A qualitative research approach was conducted, utilizing semi-structured interviews with two online retailing stores and five online consumers. Conclusion: The wants and needs in order to fulfill a purchase is the same for the companies and the consumers. However, the companies are clearly lacking on some aspects since they both confirmed that they have plenty of cancellations and items left in the basket.  Consumers base their knowledge on previous experience, and companies base their knowledge on their own investigations. The connection is lost sometimes, and then i results in cancellations and left items.

La tendencia pet friendly está creciendo en el mercado peruano tanto en restaurantes como en otro tipo de negocios. Por ello, se decidió realizar una investigación que sobre la satisfacción del consumidor en relación al customer experience en los distritos de Barranco, Miraflores y San Isidro a personas de 25 a 54 años de edad. La presente investigación se aboca a estudiar la participación de las mascotas en un espacio donde eran inexistente una interacción de la mascota con su dueño. Por este motivo, el objetivo principal de este documento es si existe una relación directa entre el customer experience y la satisfacción del cliente en restaurantes pet friendly de los distritos de Barranco, Miraflores y San Isidro entre personas de 25 a 55 años de edad. Es preciso anotar que este trabajo tiene un enfoque cualitativo y cuantitativo. El análisis que se realizó, se encontró una relación entre el customer experience y la satisfacción del cliente y las variables planteadas en la investigación como la atención a la mascota, la calidad del servicio, el acondicionamiento del restaurante y expectativa. / The pet friendly trend is growing in the Peruvian market both in restaurants and in other businesses. Therefore, it was decided to carry out an investigation that on the satisfaction of the consumer in relation to the customer experience in the districts of Barranco, Miraflores and San Isidro to people from 25 to 54 years old. The present investigation is focused on studying the participation of pets in a space where there was no interaction between the pet and its owner. For this reason, the main objective of this document is whether there is a direct relationship between customer experience and customer satisfaction in pet friendly restaurants in the districts of Barranco, Miraflores and San Isidro among people between 25 and 55 years of age. It should be noted that this work has a qualitative and quantitative approach. The analysis was performed, a relationship was found between the customer experience and customer satisfaction and the variables raised in the research such as pet care, service quality, restaurant conditioning and expectation. / Trabajo de investigación

Denna studie handlar om sinnesmarknadsföring i fysiska butiker inom modebranschen och den utgår från konsumentens perspektiv. Syftet med studien är att analysera hur konsumenter upplever sinnesmarknadsföring i fysiska butiker inom modebranschen. Studien undersöker även hur de olika sinnena kan påverka konsumenternas köpintention. Då vi anser att sinnena syn, hörsel och känsel är mest relevanta för studien avgränsas studien till att undersöka endast de tre sinnena. Smaksinnet och luktsinnet utesluts alltså från studien. Tidigare har det forskats mycket om sinnesmarknadsföring ur företagsperspektiv och därför ville vi undersöka hur konsumenter ser på sinnesmarknadsföring i fysiska klädbutiker. Det är en kvantitativ studie med utgångspunkt i en abduktiv forskningsansats. En enkätundersökning användes som datainsamlingsmetod och den låg till grund för analysen och resultatet av studien. Utifrån tidigare forskning formades tre hypoteser vilka testades med hjälp av chi-två test i SPSS från resultatet av enkätundersökningen. Slutsatserna vilka kan dras av studien är främst att konsumenter upplever de tre sinnena som använts i studien, syn, hörsel och känsel olika mycket. Syn och känsel ansågs bidra mycket till upplevelsen och hörseln lite mindre i jämförelse med de andra. Studien visar även att konsumenter påverkas av sinnesmarknadsföring vid köptillfället. Studien visar att respondenterna påverkas till största del av sinnena syn och känsel. Hörseln anser respondenterna däremot att de inte påverkas av. / This study centers on sensory marketing in physical stores in the fashion industry and it is based on the consumer's perspective. The aim of the study is to analyze how consumers experience sensory marketing in physical stores in the fashion industry. The study also examines how the different senses can affect consumers' purchase intention. As we believe that the senses sight, sound and touch are most relevant to the study, the study is limited to examining only the three senses. The sense of taste and the sense of smell are excluded from the study. In the past, a lot of research has been done on sensory marketing from a business perspective. Therefore, we wanted to investigate how consumers view sensory marketing in physical clothing stores. This is a quantitative study based on an abductive research approach. A questionnaire survey was used to collect data, and it formed the basis for the analysis and the results of the study. Based on previous research, three hypotheses were formed which were tested using chi-squared tests in SPSS from the results of the survey. The conclusions from the study are mainly that consumers experience the three senses used in the study, sight, sound and touch differently. Sight and touch were considered to contribute a lot to the experience and sound a little less in comparison with the others. The study also shows that consumers are affected by sensory marketing at the time of purchase. The study shows that the respondents are largely affected by the senses' sight and touch. The respondents, on the other hand, believe that they are not affected by sound.

This thesis was conducted to get a better understanding on how the atmosphereimpacts a restaurant experience in Sweden. To investigate which factors influence arestaurant's atmosphere, the customer journey model and FAMM-model will beutilized. A qualitative research method was used, the data was collected throughsemi-structured interviews where 14 customer interviews and 2 expert interviewswere conducted. The authors started out with an deductive approach that wascombined with an inductive to create an abductive approach. The authors found thatatmosphere has a significant impact on customers' restaurant experiences where thesenses play a crucial role in creating a good experience. However, the findings aredependent on the restaurant's setting and personal perspectives from the customer.The research shows that customers priorities differently when it comes to thedifferent periods of the customers atmospheric experience journey. Where thebefore and under the service factors have different impacts depending on andprioritization. The authors can therefore see that it is important for customers thatthe restaurants communicate their atmosphere, both before and during the serviceperiod to create more satisfied customers. The authors can imply that the discoveryprovides a way for restaurants to become more competitive and create a moresatisfying atmosphere for their customers. This thesis provides an opening forfurther research on atmosphere impact on customer experience.

In the ever changing business climate, the service sector has become a major focus of attention. One key aspect of this competitive environment is the effort of many businesses to differentiate themselves by creating unique customer experiences that accompany their products and services. The challenge to creating memorable consumer experiences is the proper identification of specific characteristics that influence experiences and gaining better understanding of how these impact consumers perceived values. To this end, this study attempted to develop a model that identifies influencing dimensions of consumer experiences and investigates the composition of consumer experiences and the relative outcome on consumer's perceived values in a hospitality setting. To facilitate this research objective, a model was presented which proposed that consumer experiences are composed of both physical and human interaction characteristics. The consumer's perspective of these characteristics, and hence the actual service experience, are affected by situational factors and individual characteristic which in return impact perceived emotive and cognitive values. A set of propositions are presented based on the model and literature review to measure the relationship between these factors. To initiate this research, an intercept survey approach was taken. Four hundred sixty-two (462) surveys were completed by hotel guests staying in one of three market segments in Orlando, FL. Participants completed the self-administered survey by answering questions concerning their current stay experience relating to physical environment, human encounters, trip-related factors, individual characteristics, and perceived values. Overall, the results found that trip-related factors and individual characteristics affect perceptions of physical environment and human interactions consumer experiences during their hotel stay. In addition, the results revealed that both physical environment and human interactions have significant and positive relationship with perceived values. These results can give lodging managers a better understanding of the composition of consumer experiences and how these events influence perceived values.

Building upon the Sport Experience Design (SX) framework of Funk (2017), this dissertation investigates consumer experience with activewear in different usage contexts. The intersection of user and context in the SX framework is examined by integrating the means-end chain theory of Gutman (1982) and the situation research of Belk (1975). This theoretical integration creates a conceptual approach to understand how consumers construct and evaluate the sport experience in different contexts. Three research questions were asked about what types of perceptions consumers develop with activewear, how the perceptions form the means-end chain structure, and how the structure varies across fitness and non-fitness contexts. Findings of Study 1 revealed five important attributes (i.e., fashion design, color and pattern, fit, functional design, and fabric), four consequences (i.e., physical appearance, physical comfort, social relationship, and task facilitation), and three end-state values (i.e., fun and enjoyment, self-respect, and sense of accomplishment) that connect and form the means-end chain structure. Informed by findings of Study 1, Study 2 found the direction of means-end chain structure and its specific paths vary across fitness and non-fitness contexts. Findings contribute to the SX framework by using the means-end chain theory as a theoretical approach to examine consumers’ experience with a sport product while considering the context in which the product is used. Practical implications are provided on how brands can link product attributes with consumers’ self-concepts to enhance the consumer experience. / Tourism and Sport

It can be shown that exceeding both utilitarian and hedonic needs of consumers leads towards greater satisfaction, delight and enduring consumer loyalty. If designers are to meet the progressively diverse needs of consumers, then access to consumer values, aspirations and the underlying logic of their social practice become increasingly important. If we accept that what people say, do and think are often different things, gaining access to these requirements is clearly a challenge. The challenge is not only concerned with how these requirements are accessed at source, through widely adopted ethnographically inspired techniques, but more towards how these requirements are communicated to the designer. There is a clear disconnect between the collection of consumer requirements and how these requirements are arranged and communicated as implications for design. This thesis details a governance framework for the output of ethnographically inspired research methods to provide an understanding of the arrangement and attributes a communication tool for ethnographic work should possess, particularly towards the more technical area of new product development. The framework bridges a gap between consumer research and design action, which may be used as an approach to facilitate innovation, targeted problem solving and offer creative direction for new product development. Following an exploratory review of the literature and a series of way-finding interviews with domestic appliance and consumer goods manufacturers, a pilot study was conducted to identify the philosophical and practical barriers faced by designers, when designing for consumer requirements beyond the functional. A detailed second level literature review explored the emergent themes and led towards a desktop review of over 30 different creative thinking design tools from the design & emotion movement, 24 different communication approaches for ethnographic work in design and a two year case study on communication within the design process.

Ancrée dans le courant de la Transformative Consumer Research (Mick et al., 2012), cette recherche explore la manifestation du bien-être alimentaire à partir de l’analyse de souvenirs d’expériences vécues par le consommateur. Dans une approche naturaliste (Lincoln et Guba, 1985) et interprétativiste, notre recherche qualitative combine trois types de recueil de données pour accéder aux expériences vécues des consommateurs : l’entretien phénoménologique, la photo-élicitation et le journal personnel. En suivant un processus d’analyse fondé sur la Grounded Theory (Glaser et Strauss, 1967), nos résultats présentent deux éléments majeurs de l’expérience de bien-être alimentaire : le rôle de l’expression des valeurs personnelles (Schwartz, 1992) dans l’expérience de bien-être alimentaire et l’existence de trois composantes-clés dans le processus global de l’expérience. Les résultats nous permettent alors de définir l’expérience de bien-être alimentaire comme une expérience eudémonique, congruente avec les valeurs ou types motivationnels de la personne. Elle est soutenue par différentes conditions facilitantes (attention portée au temps qualitatif, aux produits et recettes ainsi qu’au contexte physique de l’expérience) ; elle implique différents processus expérientiels (pleine maîtrise de l’expérience, immersion, initiation, partage, réminiscence et reproduction du souvenir et processus sensoriel) ; enfin, elle fait émerger des résultantes émotionnelles positives pouvant se combiner (fierté, joie, enthousiasme, gratitude, détente, réconfort et nostalgie). Nos résultats nous conduisent à proposer une taxonomie du bien-être alimentaire selon quatre types : le bien-être alimentaire de conservatisme, de transcendance de soi, d’ouverture au changement et d’affirmation de soi. Ils mettent au jour la définition d’eudémonie alimentaire qui caractérise l’alignement des expériences alimentaires et des significations attribuées au bien-être sur les propres valeurs de l’individu. Enfin, cette recherche propose des recommandations managériales en direction des pouvoirs publics, des associations de défense des consommateurs et organisations non gouvernementales ainsi qu’à tous les acteurs des filières alimentaires et distributeurs investis et/ou concernés par la question du bien-être du consommateur. / Rooted in the Transformative Consumer Research (Mick et al., 2012), this research explores the manifestation of food well-being using consumers' memories of lived experiences.  In a naturalistic (Lincoln and Guba, 1985) and interpretativist approach, this qualitative research combines three types of data which grant us access to lived experiences: the phenomenological interview, photo-elicitation and the personal diary. By following a grounded analysis process theory (Glaser and Strauss, 1967), our results present two major elements defining the experience of food well-being: the role of the expression of personal values (Schwartz, 1992) in the experience of food well-being and the presence of three key components in the overall process of the experiment. The results then allow us to define the experience of food well-being as a eudemonic experience linked to the motivational values of the person. This is supported by different enabling conditions (attention to quality of time, products and recipes as well as the physical context of the experience); experiential processes (full mastery of the experience, immersion, initiation, sharing, reminiscence and reproduction of memory, and sensory process); and positive emotions (pride, joy, enthusiasm, gratitude, relaxation, comfort and nostalgia). Our results propose a taxonomy of food well-being according to 4 principles: the food well-being of conservation, the food well-being of self-transcendence, the food well-being of openness to change and the food well-being of self-enhancement. These concepts define food eudemonia characterized by the confluence of food related experiences and meanings attributed to well-being with the individual's own values. Finally, this research proposes managerial recommendations for public authorities, consumer protection associations and non-governmental organizations, as well as all the actors in food chains and distributors invested and / or concerned by consumer well-being issues.