In the play store today, users are shown download count, app rating, reviews, screenshots etc. when deciding to download an application, and it’s shown very conveniently. If the users however are interested in viewing privacy in- formation about the application, it is multiple clicks away and there is no default in how to display it. This is where privacy indicators come in handy. With privacy indicators, data can be analyzed and displayed to the user in a way they understand, even if they don’t understand what the data itself means and what is dangerous. This however comes with the challenge of deciding what is dangerous and what is not. This report creates and implements an app store with added privacy infor- mation displayed to the user in the form of a privacy indicator and some detailed information about each application. To test the effectiveness of the privacy indicator, a small scale study was conducted where it was discovered that users who were not already interested in privacy didn’t pay much at- tention to it, while those who were took it more into account when deciding to download applications.

Thesis advisor: Julie H. Mortimer / This dissertation consists of two independent chapters on pricing and consumer demand in the retail sector. In chapter 1 develop an empirical model of Consumer Supermarket Choice that enables identification of heterogeneous consumer travel costs and is suitable for a wide range of policy experiments and the study of local competition. Chapter 2 is a theoretical investigation on pricing patterns in multi-product retail markets, when boundedly rational consumers' choice of a store is based on the price and valuation of a subset of goods. Estimation of demand systems in spatially differentiated retail markets is fundamental for understanding local competition and the impact of policy changes. It is also challenging, because shopping decisions consist of multiple dimensions: when to shop, where to shop and what to buy. In chapter 1 I develop an empirically tractable model of store choice in the supermarket industry and provide a way to identify consumers' heterogeneous travel costs without imposing restrictions on bundle choice. Using micro level data on a small market in New England, I estimate demand for stores using both a moment inequality approach and standard discrete choice techniques. I specify utility as a function of both store and bundle characteristics, and control for the endogeneity of expenditure on the bundle. I use the estimates of the discrete choice model to evaluate the welfare impact of 1) the closing of each individual store in the market and 2) the relocation of one of the stores. I find that travel costs are heterogeneous and marginally decreasing; that people like to shop at stores that are close, but also like to shop at multiple stores. Furthermore, people value stores differently (across consumers and shopping occasion) and trade off additional travel time for better store characteristics; utility differentials in preference for stores correspond to a distance ranging between zero and up to 3.3 miles. Variation in demand and substitution patterns across stores are explained by differences in store characteristics and by the shopping habits and geographic distribution of heterogenous consumers. Changes in market structure, like store entry and exit can have significant impact on consumer welfare. For example, removal on one of the stores results in a loss in CS that ranges between 8% and 44%. The assumption of rationality in retail shopping decisions appears very problematic when stores sell thousands of products and frequently vary their assortments and prices. Consumers are typically uncertain about prices at different stores and for a consumer to consider the entire distribution of bundles and prices might be a far too complex decision process. Furthermore, models with rational consumers are incapable of fully explaining important features of retail markets such as price dispersion, advertising and leader pric- ing. In chapter 2 I attempt to characterize optimal pricing by multi-product retailers when imperfectly informed consumers buy more than one product. The distinctive feature of the model is that there are two relevant moments to all purchase decisions. First, the choice of a store to visit, and second, the choice of the items to purchase. While consumers might rationally choose a store to best meet their specific needs and desires, the choice of the items to purchase is made only once in a store. Whether guided by impulse, contingent and unforeseen needs or in-store learning about a product, consumers often end up buying additional products which can generate higher profits for the stores. To examine the implications on retail pricing of this kind of behavior, I depart from a standard rational setup and introduce the concept of attractor goods. Using an an approach similar to that found in Osborne and Rubinstein (1998) and Spiegler (2006) I consider boundedly rational con- sumers whose choice between stores is based solely and entirely on the price and valuation of a subset of goods, the attractors. I show that retailer's pricing decisions have to take into account not only the direct effect of prices on a product's demand but also the effect on the demand for the other products sold in the store. The optimal pricing schedule will be a decreasing function of the goods' attractiveness, and pricing below marginal cost might be optimal for some goods. The model provides a rationale for the strategy of loss leader pricing and offers an intuitive explanation to countercyclical markups. / Thesis (PhD) — Boston College, 2013. / Submitted to: Boston College. Graduate School of Arts and Sciences. / Discipline: Economics.

Syftet med detta arbete är att ta reda på hur konsumenter handlar konfektion och hur butiker kan påverka kunden till köp i butik. Metoden bygger på sökande av information genom litteratur, Internet, intervjuer och en enkätundersökning. Avgränsningen kring konsumentundersökningen är att endast studera kvinnor i åldrarna 20-60 år. Enkäten skickas endast ut via mail, kundklubb och Facebook för att spara tid.Arbetet bygger på tre huvuddelar: Köpbeteende, Marknadsföring och Butikskommunikation.Teorin består av relevant fakta från olika litterära verk samt Internetsidor. Teorin beskriver vad som påverkar en kund när hon handlar. Det är bland annat humör, tidpunkt, marknadsföring, butikskommunikation, service och atmosfär i butiken.Den empiriska delen är grundad på två intervjuer med personer med stor erfarenhet från konfektionsbranschen samt en enkätundersökning om kvinnors köpbeteende i åldrarna 20-60 år och hur de anser sig handla i butik. Frågorna som ställts handlar mycket om vilka faktorer butiker arbetar med för att skapa en säljfrämjande miljö. Resultaten av de båda intervjuerna stämmer väl överens med varandra.Av enkätsvaren kan inget specifikt mönster inom köpbeteende urskiljas. Däremot visar den på gemensamma drag och samband mellan vissa frågor. Utifrån svaren har det också gjorts tre olika exempelkunder av de respondenter som svarat. De olika exempelkunderna kallas för: Karriärkvinnan, Småbarnsmamman och Studenten. Enkäten har vissa brister vilket kan ha påverkat utfallet. En mer genomarbetad enkät hade varit att föredra. Resultaten från intervjuerna och enkäten tyder på att det finns ett samband med hur butiker bygger upp en bra butik och vad kvinnor påverkas av och förväntar sig av en bra butik. Jämförelsen mellan teorin och empirin visar att det finns gemensamma drag om hur konsumenter handlar i butik och hur butiker kan arbeta med olika faktorer som ljus, färg, doft, musik, skyltning, hängning och butikslayout för att skapa en säljfrämjande miljö. / <p>The purpose of this work is to find out how consumers buy clothing and how stores can influence customers to buy in the store. The method is based on the search of information through literature, internet, interviews and a survey. The demarcation around the consumer survey is to only study women aged 20-60 years. The inquiry is only sent out through email, Facebook and a customer club in order to save time. The work is based on three main elements: purchase behavior, Marketing and Communications Retail. The theory consists of the relevant facts from various literary works and Internet sites. The theory describes what influences a customer when she shops. It can be: a particular mood, time, marketing, retail communication, service and atmosphere in the shop. The empirical part is based on two interviews with people with great experience in the clothing industry and a survey of women's buying habits aged 20-60 years and how they believe they shop in stores. The questions raised are mostly about what factors stores are working with to create a promotional environment. The results of the two interviews is consistent with one another. Of the responses, no specific patterns in buying behavior can be distinguished. However, it shows the common features and relationships between certain issues. Based on the responses it has also been made three different example customers based on responded to the survey. The example customers could be called: The career woman, the mother and the student. A more thorough survey would have been preferable. The results from the interviews and the survey suggests that there is a connection with how a stores built up a good shop and what women are affected by and can expect from a good shop. The comparison between theory and empirical data show that there are common features on how consumers act in store and how stores can work with various factors such as light, color, scent, music, signs, hanging and store layout to create a promotional environment.</p><p>Program: Butikschefsutbildningen</p>

The study examined gender differences in fashion consumption in reflecting to retailing-store characteristics. Observation was conducted in the five different retailing-stores to notice various store displays and consumer behaviors between women and men. Information from various sources including journals, books, stores’ magazines, and stores’ websites were used as additional data in complementing to observation technique. The study found that female were gather shoppers who went shopping for reasons of enjoyment and relaxation. Thus, they like spending time browsing for comparing price, products, and quality. On the other hand, men were hunter shoppers who went shopping for need-driven. As a result, men preferred shop where they can search for their intended items easily. Similarly, shop characteristics were found to reflect and adapt to consumer behavior by gender. / Program: Magisterutbildning i företagsekonomi

The purpose of this study was to investigate the connection between store layout and how it affects us as shoppers. We formed our research questions based on literature. The study was based on observations of shoppers without their knowing they were observed. We didn’t tell shoppers since the science of shopping says that shoppers pattern of movement is something that’s subconscious and if the shoppers had known it would have affected the result of the study. The character of this study therefore demanded that shoppers were free to move naturally around in the stores where our study took place. After only a few observations we could see what the result was going to be. Shoppers were affected by the store layout. We also discovered a pattern of the shoppers’ movement and came to the conclusion that the store layout at MQ in Borås wasn’t optimal. The back part of their store wasn’t as well visited by the shoppers as it could have been with a better layout. The store manager, Jägmark, had in an interview confirmed that products that were places in this back part weren’t as new and even as trendy as the products in the front part of the store. She also said that this was due to products that was placed in the back part didn’t get as much attention as the ones in the front part. We came to the same conclusion but could see that this was partly because of a lack of understanding of their costumers’ pattern of movement through the store. Based on our research we think that MQ should make a few changes and by that receive a higher number of visitors in their back part of the store as well as get a better flow through the store. We found it especially interesting that the store, after all, already had a good store layout. For example we observed a phenomenon called “the pinball effect” which is a very good way of leading the shoppers through different parts of the store. We were surprised by the fact that Jägmark already had an understanding of how her costumers moved around in her store. Even if her understanding, according to us, can become better it was a new fact for us that managers or store owners already was considering the science of shopping as a tool for improving their store layout. The fact that shop owners should consider shopping as a tool for development and to improve their store layout is something we have made the conclusion of with this study. Perhaps even more important is that we think shop owners should all take some time to observe their shoppers in order to make improvements on their layout in order to enhance their strength as competitors. Since the costumers are kings in today’s competitive business of fashion retailer, all store owners should consider that the best place to influence consumers is in the store. / Program: Textilekonomutbildningen

O shopping center ainda é, sem dúvida nenhuma, um local atraente para os clientes realizarem suas compras. O mix de lojas presentes neste modal varejista, responsável pela oferta de serviços como estacionamento, entretenimento, alimentação, além de uma gama interminável de todo tipo de mercadoria que se possa imaginar, é o responsável por atrair, todos os dias, milhares de clientes para seu interior. Não obstante todas essas facilidades, os lojistas de shopping centers estão enfrentando uma forte concorrência de outros modais varejistas como as vendas diretas (por meio de demonstradores), as compras eletrônicas; a venda automática (por meio das máquinas de venda) e os serviços de compras (varejo sem loja que atende a clientes específicos). Em função disso, este trabalho propôs-se a discutir como as lojas poderiam atrair uma maior atenção de seus clientes por intermédio do valor percebido por eles. Este valor, sob a perspectiva do benefício, deriva da avaliação global do cliente quanto às vantagens que ele ganha ao ponderar os benefícios e os sacrifícios percebidos quando adquire produtos. Tais sacrifícios podem ser de ordem não monetária (custos de transação, pesquisa, negociação, tempo incorrido na aquisição do produto etc.). Também se estudou o impacto deste valor na fidelização do cliente a certa loja. Após extensa consulta bibliográfica sobre os conceitos apresentados, adotou-se a metodologia do Discurso do Sujeito Coletivo (DSC) para se analisar os resultados obtidos na coleta dos dados por meio de entrevista com clientes fiéis de lojas situadas em shoppings. O DSC apoia-se na teoria da representação social, de Jodelet, segundo a qual grupos sociais específicos compartilham ideias e valores comuns em um dado momento. Ele busca, portanto, estabelecer um caminho sistemático para descobrir estas representações sociais destes grupos específicos no que tange aos temas propostos. Os resultados apresentados revelaram que o ambiente da loja e sua imagem influenciaram, muito positivamente, a percepção dos clientes como atributos importantes para se gerar valor percebido, enquanto o prestígio e o local onde a loja está situada dentro do shopping foram avaliados por eles como características medianamente influenciadoras neste sentido. Além disso, verificou-se que o valor percebido pelo cliente influencia, positivamente, em sua decisão de se tornar fiel a determinada loja. No final, foram lembradas ações de marketing que poderiam ser desenvolvidas pelos gestores de loja a fim de alavancarem o valor de loja percebido pelo cliente, na perspectiva dos benefícios, vital à sua fidelização. / The shopping mall is also, undoubtedly, an attractive location for customers to conduct their purchases. The mix of shops present in this retailer modal, responsible for the provision of services such as parking, entertainment, food, and an endless array of all kinds of unimaginable merchandises, is responsible for attracting, every day, thousands of customers to inside the mall. Despite all these easinesses, shopping center tenants are facing strong competition from other retailers modal as direct sales (through demonstrators), electronic shopping; automatic sale (through vending machines) and shopping services (retail without store that caters to specific customers). As a result, this study aimed to discuss how the stores could attract more attention of their customers through the non-monetary value perceived by them. This value, from the perspective of benefits, derives from the overall assessment of the client as to the advantages that he gets to weigh the benefits and perceived sacrifices when he purchase products. Such sacrifices may be non-monetary order (transaction costs, search, negotiation, time incurred in acquiring the product etc.). This Thesis also studied the impact of this value in the loyalty of the customer towards the certain store. After extensive bibliographical research on the concepts presented, we adopted the Collective Subject Discourse methodology (CSD) to analyze the results obtained in data collection through interviews with loyal customers of stores located in malls. The CSD is based on the theory of social representation, from Jodelet, according to which specific social groups share common ideas and values at a given time. It seeks therefore to establish a systematic way to discover these social representations of these specific groups regarding the proposed themes. The presented results show that the store environment and its image influenced very positively the perception of the customer as important attributes to generate non-monetary perceived value, while the prestige and the place where the store is located inside the mall were evaluated by them as moderately influential features in this regard. In addition, it was found that the non-monetary perceived value by the customer influences positively in his decision to become loyal to a particular store. In the end, marketing actions were reminded that could be carried out by store managers to promote the non-monetary perceived value by the customers, vital to their loyalty

Abstract: The aim of the work is to evaluate six different projects of the expansion of the company Tesco through opening new stores and choosing the best option on the general level. Shops differ from each other by their size (express, supermarket, hypermarket) and by the way of obtaining the required area (lease, building an own store). The whole thesis is divided into three parts. The theoretical part describes the development of the Czech retail market with food since 1996, when Tesco entered the Czech market. Methodology part describes different methods of evaluating investments. Practical part compare above mentioned projects with each other by using the methods described in the methodological part. The thesis found as the most suitable way of expansion the express format store, realized more likely by the option of lease than building a new store. However author mentioned that decision, if it is better to open the store in the leased place or built an own store significantly depends on specific terms of the project and it is not possible clearly decide on the general level. The thesis was written on the base of data provided for the purposes of this work by Tesco Stores ČR plc.

En los últimos años, el subsector de tiendas de conveniencia en Lima ha presentado un amplio crecimiento ya que, son formatos novedosos que integran un surtido de productos que logran satisfacer las necesidades inmediatas de sus usuarios y rápida reposición de artículos como bebidas alcohólicas. Asimismo, se puede resaltar que el consumidor actual es más exigente con el servicio y productos que esperan recibir durante su compra. Esto en conjunto ha llevado a las diferentes marcas de tiendas a diferenciarse una de otra para poder satisfacer las necesidades del consumidor. La presente investigación busca determinar y explicar cuáles son los atributos más valorados por el consumidor de cerveza tradicional de tiendas de conveniencia de los distritos de Lima Moderna con mayor concentración de tiendas de conveniencia (Lima son San Borja, San Isidro, La Molina, Surco, Miraflores y Barranco) y que además pertenecen a los niveles socioeconómicos Ay B, con el objetivo de conocer sus hábitos de compra, percepciones y atributos más importantes de la cerveza tradicional y de la tienda de conveniencia, los resultados fueron analizados a través de procesos estadísticos. Por último, se determinó que los atributos más valorados por el consumidor de cerveza de las tiendas de conveniencia son: la cercanía y atención al cliente y de la cerveza tradicional el cuerpo, sabor ligero y amargor. / In recent years, the convenience store subsector has been presented a broad growth, since they are novel formats that integrate a wide assortment of products that manage to satisfy the immediate needs of its users and a quick replacement of items such as alcoholic beverages. Likewise, it can be highlighted that the current consumer is more demanding with the service and the products that are expected to be received during his purchase, this has been taken to the different convenience stores and to differentiate a way of being able to satisfy the needs of the consumer. The present investigation seeks to determine and explain which are the values most valued by the consumer of the traditional beer and the convenience store located in the districts of San Borja, San Isidro, La Molina, Surco, Miraflores and Barranco. The results were analyzed through statistical processes. Finally, it was determined that the attributes most valued by the beer consumer of the convenience stores are: closeness and customer service and the traditional beer the body, light taste and bitterness. / Tesis

La siguiente investigación pretende analizar las motivaciones del consumidor en su preferencia por las tiendas de conveniencia en el distrito de Miraflores. Para la ejecución del estudio, se han examinado los factores del mix del marketing, tales como producto, plaza, promoción, precio y calidad del servicio; los cuales determinarán en qué grado intervienen en la decisión de compra del cliente. Las tiendas de conveniencia han presentado una expansión en Lima, desde el 2015. Este formato de tiendas es una propuesta que se puede considerar como un punto medio entre el canal moderno y el tradicional, ocasionando el surgimiento de un nuevo grupo estratégico. Se espera que la investigación pueda contribuir a optimizar las estrategias de este grupo empresarial y en la propuesta de valor ofrecida a los consumidores, integrantes de este nuevo formato de negocio; es por ello, que se proporciona información que evidencia la experiencia real de los consumidores. La investigación involucra a 381 personas que hayan realizado compras en las tiendas de conveniencia del distrito de Miraflores. La data recolectada, mediante el cuestionario, se analizó con el software IBM SPSS Statistics, utilizando métodos tales como estadística Descriptiva, Chi Cuadrado y Análisis de Correlación de Spearman, para ver en qué grado afectan las variables del marketing mix en la decisión de compra del cliente. Finalmente, los resultados revelan que el consumidor valora más la localización de la tienda y el amplio horario de atención; así como también, los productos y promociones que son ofrecidos en estas tiendas de conveniencia. / This research proposes to analyze the motivations of consumers in their preferences for convenience stores in Miraflores district. In order to carry out the study, the factors of the marketing mix has been studied, such as product, place, promotion, price and quality service; which will determine if these factors influence the customer’s purchase decision. The convenience stores have presented an expansion in Lima, since 2015. This kind of retail is a proposal that can be considered as a mid-point between the modern and traditional channels, causing the emergence of a new strategic group. It is expected that the research can contribute to improve the strategies of this business group and the value proposal offered to the users among the members of this new business format. That is why, it provides information that demonstrates the real experience of consumers. The research involves 381 persons approached while purchasing at convenience stores in Miraflores district. The data collected, based on the questionnaire, has been analyzed with IBM SPSS Statistics software, and it was evaluated through statistical methods such as descriptive statistics, Chi-square test and Spearman correlation analysis in order to see at what extend, the variables of marketing mix affect the customer's purchase decision. Finally, the results reveal that the consumer values the location, products and promotions offered by convenience stores. / Tesis

<p>In what atmosphere do people feel welcomed and comfortable? What are their needs, preferences, expectations and how do these affect their shopping behaviour? The proportion of older persons in the population is constantly growing so in the new future there will be more and more older shoppers in the stores. This study has from a management perspective tried to find a suitable store design and atmosphere that would be appreciated by the older shoppers segment.</p><p>The research question of the study was: What store atmosphere and store design lead the growing target group - the elderly towards a sales increasing shopping behaviour? In attempt of answering the research question the main purpose was to understand the needs and preferences of older consumers and their shopping behaviour related to the issues of food shopping in a supermarket and to be able to discover underlying mechanisms in order to suggest a store atmosphere and store design adapted to the older consumers; and thus an increasing sales strategy for the store.</p><p>In order to form a theoretical frame various secondary sources have been used that were found to be suitable for the research area. The retail anthropologist Paco Underhill has been a great inspiration for many theories in the study. Two qualitative methods have been used: structural observations and semi-structural interviews. The qualitative method is well chosen and makes it possible to fulfil the purpose of the study. Seven individuals were first observed in a store while shopping and later interviewed about their shopping experience.</p><p>In the analysis the empirical data was analysed with some references drawn to the theoretical frame. Similar behavioural patterns were identified among the participants that formed the concepts: morning shoppers, one stop store, personal atmosphere, brand unawareness and finally service access. In conclusions a store strategy, based on older consumers needs and preferences, was proposed that would make the older consumers of the study feel more welcomed in the store and hence hopefully shop more. The strategy contained features like: more staff members in the morning, more efficient use of the in-store kitchen, development of “We Care” strategy and others. Researcher’s own reflections and suggestions as well as the veracity conclude this bachelor thesis.</p>