Research Question: Which factors impact the purchase decision of consumers within emerging markets when shopping online? Purpose: The purpose of this study is to examine the relationship between e-commerce factors and the consumer purchase decision within e-commerce on emerging markets to unravel how certain factors impact the consumer purchase decision. The aim is to provide knowledge regarding consumer purchase decision making for retailers entering an emerging e-commerce market, this by carrying out a survey to consumers on a representative emerging market. Hypotheses: H1: E-logistics has a positive impact on the e-consumer purchase decision. H2: E-marketing activities have a positive impact on the e-consumer purchase decision. H3: Online integrity has a positive impact on the e-consumer purchase decision. H4: E-vendor contact alternatives have a positive impact on the e-consumer purchase decision. H5: Web site design has a positive impact on the e-consumer purchase decision. Method: This study has a deductive research approach combined with a quantitative research method. The primary data consists of data collected through carrying out a survey in Warsaw, Poland. The data was later on analyzed using the statistics software programme SPSS. Conclusion: In order for e-vendors to gain market shares and utilize the market capacity of the hyper-competitive emerging markets the factors web site design, e- marketing and e-vendor contact alternatives are essential to address due to their positive impact on the consumers purchase decision.

Social entrepreneurship is a promising approach in addressing social issues, however, it is still relatively new to consumers. There is an increase in demand for products that have a positive social reputation. In order to reach consumers, social enterprises need promotion.  It is crucial for social enterprises since they are competing for public awareness of the company itself and its social mission. Social enterprises are addressing social issues and striving to reach their missions through different activities. There is  little research available of perceptions and purchase decisions of different consumer groups regarding social entrepreneurial activities. The purpose of the thesis was to examine how consumers perceive social entrepreneurship activities within the fashion industry and consequently, how consumers’ purchase decisions are affected by these activities. To fulfil this purpose, existing literature was reviewed and an online questionnaire was conducted. Total amount of 235 people living in Sweden participated in the questionnaire.    Promoted social entrepreneurship activities were observed through the Social Entrepreneurship Map and the results showed that activities related to ‘Job creation’ and ‘Help focus’ sector were the ones represented in the fashion industry. It was discovered that the promoted social entrepreneurship activities within ‘Job creation’ sector were triggering more positive associations than ‘Help focus’ activities. Despite the positive overall perception of the activities, the majority of consumers had not purchased products from social enterprises. The results showed that overall consumers were willing to purchase products from companies engaging in social entrepreneurship activities. Additionally, a positive correlation was found between purchase decisions and willingness to buy in the future. The more consumers had purchased products before, the more willing they were also to purchase in the future.

No description available.

The usage of the packaging as the marketing tool gains on its importance and allows companies to differentiate from each other and gain the attention of the potential customer. The aim of the current thesis is to provide an analysis of the impact of packaging on the consumer buying behavior on the example of the chosen company. Moreover, the research investigated to which extent company's customers are satisfied with the packaging they get, and to which extent such packaging incited them to buy the chosen company's products. Furthermore, the recommendations regarding packaging were presented. The mixed research method has been chosen for the research, since it provided a complex picture on the researched area, it included both quantitative and qualitative approaches. The data collection included the qualitative research in the form of the interview with the manager of the chosen company and quantitative research which was conducted and analyzed through the survey.

This thesis analyzes the effects of various factors on consumer behavior of the population and their subsequent manifestations in consumer purchase decision-making process. The first part describes general concepts of consumer behavior and then it is followed by an analyse of cultural, sociological, psychological and ecnomic effects. Each chapter also specifficaly describes how these factors may affect consumers themselves. The theoretical section is folowed by the practical part, in which could be, because of adequate theoretical knowledge, specified eight hypotheses. In order to need collecting necessery data was completed a questionnaire. Its first part analyzes specific kind of consumer behavior manifestations, the second one analyzes the factors that influence the loan amount, which I chose as one of the consumer behavior manifestations. Three hypotheses were not confirmed, remaining five hypotheses were confirmed. With using the regression analysis there was shown that the factors which influence the loan amount the most are the wage amount, the purpose of the loan, marital status and age.

<p>Undersökningen visar att Folkuniversitetet i Stockholms befintliga kunder beter sig på ett likartat sätt, i alla olika steg i köpbeslutsprocessen, när de söker information om Folkuniversitetet samt deras kurser och utbildningar. Hemsidan är den informationskanal som de flesta kunderna kommer i kontakt med, följt av kurskatalogen, personalen och rekommendationer från vänner och bekanta.</p> / <p>The survey shows that the current customers of Folkuniversitetet in Stockholm act in a similar way, in all steps of the buyer behaviour process, when they search for information about Folkuniversitetet, their courses and educations. The homepage is the main information channel that most of the customers get in contact with, followed by the course catalogue, the personnel and recommendations from friends and acquaintances.</p>

Undersökningen visar att Folkuniversitetet i Stockholms befintliga kunder beter sig på ett likartat sätt, i alla olika steg i köpbeslutsprocessen, när de söker information om Folkuniversitetet samt deras kurser och utbildningar. Hemsidan är den informationskanal som de flesta kunderna kommer i kontakt med, följt av kurskatalogen, personalen och rekommendationer från vänner och bekanta. / The survey shows that the current customers of Folkuniversitetet in Stockholm act in a similar way, in all steps of the buyer behaviour process, when they search for information about Folkuniversitetet, their courses and educations. The homepage is the main information channel that most of the customers get in contact with, followed by the course catalogue, the personnel and recommendations from friends and acquaintances.

Bakgrund: Sociala medier har blivit en plattform för kommunikation mellan företag och konsumenter. Konsumenter kan samla information innan ett köp och därför är annonsering på sociala medier ett strategiskt verktyg för att rikta in sig på konsumenter och skapa behov. När pandemin av Covid-19 inträffade gav det konsekvenser som att stanna hemma och social distansering. Detta resulterade i att företagen var tvungna att anpassa sig till de förändrade kosnumentbeteendena. Syfte: Denna studien syftar till att studera hur konsumenter upplevde sabbmode-reklamen på sociala medier under Covid-19-pandemin. Dessutom, hur konsumenter har upplevt individualiserad snabbmode-reklam på sociala medier under pandemin. Slutligen, om reklamen har påverkat konsumenternas köpbeslut under pandemin. Forskningsfrågor: Hur och på vilket sätt har konsumenter upplevt snabbmode-reklam på sociala medier under Covid-19-pandemin? Hur och på vilket sätt har konsumenter upplevt individualiserad snabbmodereklam på sociala medier under Covid-19-pandemin? Hur och på vilket sätt har fast fashion-reklamen på sociala medier påverkat konsumenternas köpbeslut under Covid-19-pandemin? Teorier: Det teoretiska ramverket börjar med teorier kopplade till sociala medier som inkluderar reklam på sociala medier och rörlighet. Den består också av individualiserad reklam med teorier om interaktiv kommunikation och beteendereklam online. Slutligen kommer konsumentbeteende där köpbeslut, varumärkesimage och förtroende presenteras. Metod: En kvantitativ metod användes i denna studie med en deduktiv ansats. En enkät skickades ut för att få fram den data som behövdes för denna studie. 312 svar samlades in och analyserades med hjälp av SPSS. Resultat: Baserat på analysen av studiens empiriska data kan det konstateras att svenska konsumenter upplevde reklam på sociala medier och individualiserad reklam om snabbmode under pandemin på olika sätt. Flera faktorer och jämförelser hade inverkan. Samma resultat kunde hittas när det gäller konsumentköpbeslut för snabbmode under pandemin. / Background: Social media have become a platform for communication between companies and consumers. Further, consumers can gather information before a purchase and therefore social media advertising is a strategic tool to target consumers and create needs. However, when the pandemic of Covid-19 occurred it gave consequences such as staying home and social distance. As a result, companies had to adapt to the changed behaviors. Purpose: This research thesis aims to study how consumers experienced fast fashion advertising on social media during the pandemic of Covid-19. Furthermore, how consumers have experienced individualized fast fashion advertising on social media during the pandemic. Lastly, if the advertisement has impacted consumers' purchase decisions during the pandemic. Research questions: How and in what way have consumers experienced fast fashion advertising on social media during the pandemic of Covid–19? How and in what way have consumers experienced individualized fastfashion advertising on social media during the pandemic of Covid-19? How and in what way has fast-fashion advertising on social media affected consumers' purchase decisions during the pandemic of Covid-19? Theoretical framework: The theoretical framework starts with theories connected to social media which includes advertising on social media and vividness. It also consists of individualized advertising with theories about interactive communication and online behavioral advertisements. Lastly, comes consumer behavior where purchase decision, brand image and trust is presented. Methodology: A quantitative method was used in this study with a deductive approach. A survey was sent out to obtain the data necessary for this study. 312 answers were collected and analyzed with the help of SPSS. Findings: Based on the analysis of the study’s empirical data it can be stated that Swedish consumers experienced advertising on social media and individualized advertising about fast fashion during the pandemic in different ways. Several factors and comparisons had an impact. The same result could be found regarding consumer purchase decisions for fast fashion during the pandemic.

The Covid-19 pandemic, as a health and economic crisis, has significantly affected consumers, businesses and industries in all parts of the world. In this study, the aim was to investigate how situational factors, the covid-19 pandemic, affected consumer behavior regarding food purchases via e-commerce instead of physical stores. This has been done through a qualitative method in the form of 15 semi-structured interviews that have taken place via the Zoom program. The study sample consisted of a combination of both a goal-directed and convenience sample, where the authors chose the interviewees based on their circle of acquaintances and based on three different criterias, (1) the interviewees live in either the Salem or Södertälje municipality, (2) the interviewees need to be at least 18 years old to participate in the study and (3) the interviewees must have purchased food via e-commerce after the emergence of the covid-19 pandemic. The study's question is: How has the covid-19 pandemic affected consumers over the age of 18 in Södertälje and Salem municipalities when buying food, from shopping in physical stores to shopping via e-commerce? The authors analyzed the empirical data with regard to the study's theoretical frame of reference. The results of the study showed that the situational factor, the covid-19 pandemic, has been a contributing force in a change in consumer behavior when purchasing food starting from physical stores to e-commerce. This has been demonstrated by the fact that the interviewees' subjective norm, attitude and evaluation of alternatives have been influenced by the situational factor. Some trends have also been found in the empirical study, where one of the trends concerns the perceived behavioral control, which has been shown to have the opposite effect. Post-purchase evaluation in The Consumer Purchase Decision-Making Process has been shown to be for the most part positive in the interviewees answers and finally, WOM-communication has had an impact on consumer behavior inconnection with the impact of the covid-19 pandemic. / Covid-19-pandemin, som både en hälso- och ekonomisk kris, har väsentligt påverkat konsumenter, företag och industrier i alla delar av världen. I denna studie var syftet att undersöka hur situationella faktorer, covid-19-pandemin, påverkat konsumentbeteendet gällande inköp av livsmedel via e-handeln istället för fysiska butiker. Detta har genomförts via en kvalitativ metod i form av 15 semistrukturerade intervjuer som skett via Zoom-programmet. Studiens urval bestod av en kombination av ett målstyrt och bekvämlighetsurval, där författarna valde intervjupersonerna utifrån deras bekantskapskrets och utifrån tre olika kriterier, att (1) intervjupersonerna bor i antingen Salem eller Södertälje kommun, (2) intervjupersonerna behöver vara minst 18 år gamla för att delta i studien och (3) intervjupersonerna måste ha handlat livsmedel via e-handeln efter covid-19-pandemins uppkomst. Studiens frågeställning lyder: Hur har covid-19-pandemin påverkat konsumenterna över 18 år i Södertälje och Salem kommun vid inköp av livsmedel, från att handla i fysiska butiker till att handla via e-handel? Författarna analyserade empirin med hänsyn till studiens teoretiska referensram. Studiens resultat visade att den situationella faktorn, covid-19-pandemin har varit en medverkande kraft i ett ändrat konsumentbeteende vid inköp av livsmedel från fysiska butiker till e-handeln. Detta har påvisats genom att intervjupersonernas subjektiva norm, attityd och utvärdering av alternativ har påverkats av den situationella faktorn. Även en del trender har upptäckts i empirin, där en av trenderna berör den upplevda beteendekontrollen, vilket har visats ha en omvänd effekt. Utvärdering efter köpet i  The Consumer Purchase Decision-Making Process har visats vara för den övervägande delen positiv och slutligen har WOM-kommunikationen haft en påverkan på konsumentbeteendet i samband med covid-19-pandemins inverkan.

隨著經濟成長，高度競爭的生活環境造成人們睡眠品質不佳或失眠，多半是深受入睡困難、淺眠和早醒等困擾。因此，對於現代人逐漸願意投資在寢具和床墊產品只求一夜好眠。 床墊是為耐久財，生命週期長且消費者感知風險高，因此大多消費者在購買前會先進行相關資訊蒐集。網路的普及使得商品資訊在網路上公開，使得網路成為消費者購物前蒐集資訊的主要管道。而隨著web2.0的興起，消費者在網路上分享產品資訊的網路口碑有了爆炸性的增加，產生了讓廠商無法忽視的網路口碑效應。透過網路口碑的分析可以了解消費者與市場需求，提供廠商未來修正整體經營策略。 本研究透過網路蒐集網路口碑進行內容分析法，瞭解消費者選購床墊的決策流程以及對國內外高價品牌床墊的評價。從研究結果可以發現，近四成的消費者是為了改善睡眠品質而產生購買床墊的需求。實體通路及網路是消費者主要蒐集資訊的管道。在評估床墊時，消費者重視床墊品質、價格以及軟硬度，他們在意床墊和彈簧的設計以及床墊軟硬度。而有近五成五的消費者是偏好較硬床墊。近九成九的購買管道為品牌床墊專賣店和一般床墊經銷通路居多。約1%的消費者由於網路購物的七天鑑賞期而選擇在網路購物平台購買。近七成五的消費者購買後表示滿意，近二成五的消費者購後仍不滿意床墊與彈簧的設計與材質，以及依舊腰酸背痛等。 消費者對於國內外床墊品牌的正面口碑多於負面口碑，其中消費者對席伊麗品牌形象最佳，負面評論少。而消費者對本土床墊品牌，如：德泰彈簧床、老K牌彈簧床和10 Days的品質也有正面的評價，但對於品牌形象與經營則保持負面的態度，建議未來應針對加強品牌權益的目標，調整行銷策略。 / With economic growth, a highly competitive environment results people in poor quality sleep or insomnia. Most of them suffer from difficulty in falling asleep, light sleep and wake early. Therefore, people are more and more willing to invest in bedding, pillow and matress just for a good quality sleep. Due to the mattresses are durable goods with long product life cycle and perceived risk, consumers usually spend a lot of time to study the mattresses before purchasing. On the other hand, with the universal of the Internet and the growth of web2.0, the blooming e word-of-mouths (eWOM) makes consumer tend to uderstand products in advance by reading comments. That indeed cause a serious effect on eWOM for firms who should not ignore. Through analyzing the eWOM, firms could understand the trend on the demand side then modify their strategies. This study collected eWOM from the Internet and use content analysis to understand consumer purchase decision process as well as the consumers’ insights into upscale mattresses. From the results, we could know that almost 40% of consumers buy a new mattress for improving sleeping quality. They usually collect the necessary information by visiting physical channels and surfing on the Internet. They evaluate the mattresses quality, price, softness and firmness. They care about mattresses and springs’ design and matieral. Almost 55% of consumers prefer to buy a firm mattress. Almost 99% of consumers buy mattresses at the physical channels. Rest of consumers buy mattresses on e-commerce due to the 7-days return warranty. Almost 75% of consumers feel satisfied after purchasing. Rest of them are not satisfied at the mattresses and springs’ design and material and uncomfortableness. Consumers gave more positive comments than negative comments on the selected mattresses brands. Sealy had a reputation on its brand image and quality; King Koil, The-Tai Mattress, Kingbed, Tempur and 10 Days are all well-know for their quality as well, but still had some negative comments on the brand image and price. After the eWOM studies on each selected brand, this study gave suggestions to each brand for its future marketing strategy.