Background and problem: During the last decade people have become increasingly aware of their health which has led to the establishment of a new market: Over-the-counter test. These tests enable a consumer to individually monitor and examine their health. A decease where such a test could have a large impact is breast cancer. The Breast self-examination pad AWARE has provided women with an opportunity to prevent the course of the decease to reach beyond treatable. This product is shortly made available to the majority of Swedish women. At present there has been no research conducted in Sweden regarding what women think about such a product. Purpose: The purpose of this research thesis is to identify which factors to emphasize in the advertising of AWARE Frame of reference: In this section theories regarding consumer behavior are presented. The chapter in concluded by the creation of a model which aids the fulfillment of the purpose. Method: In order to accomplish the fulfillment the purpose a quantitative method has been utilized. The data collection constitutes of a market research in the Jönköping region where 354 female respondents were included. Conclusion: The result presents to which degree the specific factors are important to enhance in the advertising of AWARE. The authors reached the conclusion that the Psychological factor is of highest importance.

<p>Background and problem: During the last decade people have become increasingly aware of their health which has led to the establishment of a new market: Over-the-counter test. These tests enable a consumer to individually monitor and examine their health. A decease where such a test could have a large impact is breast cancer. The Breast self-examination pad AWARE has provided women with an opportunity to prevent the course of the decease to reach beyond treatable. This product is shortly made available to the majority of Swedish women. At present there has been no research conducted in Sweden regarding what women think about such a product.</p><p>Purpose: The purpose of this research thesis is to identify which factors to emphasize in the advertising of AWARE</p><p>Frame of reference: In this section theories regarding consumer behavior are presented. The chapter in concluded by the creation of a model which aids the fulfillment of the purpose.</p><p>Method: In order to accomplish the fulfillment the purpose a quantitative method has been utilized. The data collection constitutes of a market research in the Jönköping region where 354 female respondents were included.</p><p>Conclusion: The result presents to which degree the specific factors are important to enhance in the advertising of AWARE. The authors reached the conclusion that the Psychological factor is of highest importance.</p>

China's luxury market plays an increasingly important role on the world stage. And females are termed as the most massive consumers of luxury goods in China. Understanding consumer behavior is the gateway for luxury goods companies to target China's female market. There is a lack of study of Chinese female consumers on the luxury market; the primary purpose of this study is to research what factors affect female consumer behavior on the luxury goods markets in China.   In order to do the research, a qualitative study has been conducted via doing semi-structured interviews with ten Chinese females aged between 35-45 and who own luxury bags. Thematic analysis was applied in this study and connected with the human behavior model closely and deeply.   The study revealed that attitude to behavior is an essential factor for female consumers to purchase luxury goods. The behavioral and control beliefs are consistent with the needs of status, which also influence Chinese female consumers. Therein Chinese culture is an undeniable factor affecting them. However, normative beliefs have little impact in this field. These findings are favorable for Luxury companies to make appropriate female consumer-oriented marketing strategies in China’s luxury goods market.