This bachelor degree addresses the importance of sensory marketing in the swedish fashion retail industry among women. The concept of “store death” has become an increasingly talked about topic in Sweden and is something that affects both consumers, entrepreneurs and business owners alike. This is partially because of the rapid growth of technology and the internet which in turn has made it easier to go online and find what you are looking for in the e-commerce market. Sars-Cov-2 has also been a big factor this last year and has forced stores to go out of business a lot faster and pushed some of them to enter the e-commerce market instead. This has reshaped how consumers and business owners look at the retail market and forced them to try to adapt to changes. The purpose of this research is to analyse what makes the female swedish consumers buy things in physical stores. The authors want to examine how the consumers feel and think regarding physical shopping and see if a sensory marketing perspective can help slow the pace in which stores have to close down

A new business model of unmanned convenience stores has been introduced to the retail industry in recent years. An unmanned convenience store is a store format where customers can carry out their errands without involvement of service personnel due to fully automated payment solutions. Because of the decreased need for employees, the new concepts can increase both efficiency and revenues as well as decrease costs for the companies. Due to low overhead costs, the store has the potential to be located both in rural and sparsely populated areas as well as in urban areas with growing population who values efficiency. Scholars have highlighted that such solutions may induce resistance among customers as they believe that it only serves the companies while harming the communities. Despite this, no previous research has studied consumer resistance towards unmanned convenience stores empirically.  The purpose of this thesis was to empirically examine the underlying factors that affect the level of consumer resistance towards unmanned convenience stores. This was done by investigating the relative importance of psychological-, functional- and individual barriers derived from existing literature regarding factors that hamper the adoption process of innovations. Thus, the following research question was formulated: “What are the underlying factors that affect the level of consumer resistance towards unmanned convenience stores?” The study focused on respondents that had no previous experience from unmanned convenience stores because of the apparent void in existing literature with such focus. To answer the research question, nine hypotheses were formulated and tested against the variable consumer resistance. A quantitative research design was applied where data was collected by distributing a survey to potential consumers in Sweden. In total, 172 respondents answered the survey where 131 respondents did not have previous experience of unmanned convenience stores. The data was analyzed through a regression analysis using ordinary least squares.  The result shows that need for interaction, perceived performance risk, lack of perceived convenience value and self-image incongruence positively influence consumer resistance in stated order of precedence. The results can be used as guidelines for companies trying to mitigate consumer resistance towards unmanned convenience stores. The final conceptual framework presented in this thesis can be used in future research to predict consumer resistance. Thus, this thesis contributes to the literature on consumer resistance by studying a new context still in its infancy.

Throughout today’s society, increasingly more areas are being automated. Grocery stores however have been the same for years. Only recently, self-checkout counters and online shopping have been utilised in this business area. This thesis aims to take it to the next step by introducing automated grocery stores using a multi-agent system. Orders will be given to the system, and on a small area, multiple agents will pick the products in a time-efficient way and deliver them to the customer. This can both increase the throughput but also decrease the food waste and energy consumption of grocery stores. This thesis investigates already existing solutions for the multi-agent pickup and delivery problem. It extends these to the important case of batched tasks in order to improve the customer experience. Batches of tasks represent shopping carts, where fast completion of whole batches gives greater customer satisfaction. This notion is not mentioned in related work, where completion of single tasks is the main goal. Because of this, the existing solution does not accommodate the need of batches or the importance of completing whole batches fast and in somewhat linear order. For this purpose, a new metric called batch ordering weighted error (BOWE) was created that takes these factors into consideration. Using BOWE, one existing algorithm has been extended into prioritizing completing whole batches and is now called B-PIBT. This new algorithm has significantly improved BOWE and even batch service time for the algorithm in key cases and is now superior in comparison to the other state-of-the-art algorithms.

This study measured the grocery shopping behavior of households through a hand delivered and hand retrieved questionnaire. The focus of this study was the identification of the convenience store as a place where grocery shoppers purchase fill-in grocery items between major supermarket trips. The survey measured the shopping behavior of households toward supermarkets and the shopping behavior of the households toward convenience stores. This study replicates the Sequence of Effects Model of grocery shopping behavior and a grocery shopping strategy typology to address the issue of how convenience store patrons differ from non patrons in their attitudes and behavior toward grocery shopping and in their attitudes and behavior toward their primary supermarkets. This research also addressed the differences in relationships with the primary convenience store among patrons with different rates of patronage. The attitude of grocery shoppers regarding their trust of supermarkets to have fair prices and quality products was found to influence their perception of their primary supermarkets. Grocery shoppers were also found to express an inverse relationship between the feelings of time pressure during fill-in grocery shopping trips and their perception of their primary supermarkets. The typology of grocery shoppers was found to describe different convenience store patrons as well as supermarket patrons. Typology membership indicates the likelihood of a shopper being a convenience store patron. Convenience store patrons were found to give lower evaluations to their primary supermarkets, to feel greater time pressure during fill-in shopping, and to be less involved in information search than non patrons. They were also found to have larger evoked sets than grocery shoppers who do not patronize convenience stores. Convenience store patrons were found to hold greater feelings of personalization and socialization with their primary convenience store when they had greater frequency rates. The supermarket was found to be the store of choice for fill-in grocery shopping by an overwhelming majority of grocery shoppers. The study results show theoretical, methodological, and substantive implications concerning grocery shopping behavior and the patronage of convenience stores. This study concludes with suggestions for future research. / Ph. D.

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Nudging syftar till vilken aspekt som helst av valarkitektur som förändrar människors beteende på ett positivt vis utan att förbjuda några alternativ eller väsentligt ändra deras ekonomiska incitament. Marknadsföringsstrategin har blivit allt vanligare de senaste åren och förekommer bland företag men även samhället i stort. Syftet med denna studie är att öka förståelsen kring nudging och dess effekt på beteendeförändring hos konsumenter i Sverige och England samt att undersöka om nudging är en effektiv marknadsföringsstrategi inom livsmedelsbranschen. För att undersöka detta har en kvalitativ forskningsstrategi använts. Empirin har samlats in genom semistrukturerade intervjuer av både svenska och brittiska konsumenter men även med hjälp av ett antal experter inom marknadsföring, nudging samt näringspolitik. Teorierna som ligger till grund för denna studie är teorier inom nudging, konsumentbeteende, hälsosam kost och social practice theory. Analysen av teorin och empirin tillsammans visade på flera samband och mönster. Studien har bland annat identifierat att det finns en relativt låg medvetenhet kring nudging hos de brittiska konsumenterna och en ännu lägre kännedom hos de svenska konsumenterna. Däremot visade det sig vara en relativt hög samt förhållandevis jämn upplevd påverkan hos samtliga konsumenter. Majoriteten av alla tillfrågade konsumenter visade sig även vara positivt inställda till att livsmedelsbutiker aktivt försöker påverka konsumenternas köpbeteende och främja ett allt mer hälsosamt köpbeteende. Samtliga experter menade på att nudging är en effektiv marknadsföringsstrategi och anser att utfallet är gynnsamt för både konsumenter samt företagen. Studiens centrala slutsats är att det finns tre faktorer som påverkar konsumenters upplevda påverkan av nudging inom livsmedelsbutiker. Det visade sig först och främst finnas en koppling mellan låg medvetenhet kring nudging och hög upplevd påverkan hos konsumenter. Sedan visade det sig även finnas en koppling mellan i vilken utsträckning livsmedelsbutiker anpassar en hälsosam miljö i butiken och konsumenters upplevda påverkan av nudging. Slutligen visade studien även på en koppling mellan konsumenters inställning till att företag arbetar med nudging och konsumenters upplevda påverkan av nudging. / Nudging refers to any aspect of choice architecture that changes people's behavior in a positive way without forbidding any alternatives or significantly changing their economic incentives. This marketing strategy has become increasingly common in recent years and occurs among companies but also society at large. The purpose of this study is to increase understanding of nudging and its effect on behavioral change in consumers in Sweden and England and to investigate whether nudging is an effective marketing strategy in the food industry. To investigate this, a qualitative approach has been used. The empirical data has been collected through semi-structured interviews of both Swedish and British consumers but also with help of a number of experts in marketing, nudging and business policy. The theories on which this study is based on are theories in nudging, consumer behavior, healthy eating and social practice theory. The analysis of the theory and the empirical data together showed several connections and patterns. Among other things, the study has identified that there is a relatively low awareness of nudging among British consumers and an even lower awareness among Swedish consumers. On the other hand, there turned out to be a relatively high and relatively evenly perceived impact on all consumers. The majority of all consumers surveyed also turned out to be in favor of grocery stores actively trying to influence consumers shopping behavior and promote increasingly healthy shopping behavior. All experts believe that nudging is an effective marketing strategy and believe that the outcome is favorable for both consumers and companies. The central conclusion of the study is that there are three factors that affect consumers perceived impact of nudging in grocery stores. First and foremost, there is a connection between low awareness of nudging and high perceived impact among consumers. Secondly there is a connection between the extent to which grocery stores adapt a healthy environment in the store and consumers perceived impact of nudging. Finally, the study also showed a connection between consumers attitudes towards companies working with nudging and consumers' perceived impact of nudging.

Contained within this report are a series of case study field observations of selected retail design projects utilizing natural daylighting. Followed by the investigation and laboratory testing of three alternate roof fenestration patterns applicable to the least effective design. A description of the investigation procedure, a tabulation of all research findings and a section of concluding observations serve to round out this study. All of this done in an effort to prove that there exists a positive relationship between the effective incorporation of daylighting and owner/user satisfaction with the retail building type. / Master of Architecture