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. 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. 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. 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.

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Mobile applications stores such as Apple’s App Store and Google’s Android Market revolutionized the distribution of applications for mobile devices. However, with thousands of application submissions, limited testing resources and the lack of an effective filtering mechanism, application stores suffer from information overload and a risk of releasing poor quality applications that could create confusion to consumers and may seriously affect the App store markets. Thus concern has been raised whether applications have been developed according to the need and interest of consumers. Therefore, the purpose of this study was mainly to identify and get insight into the main factors that mobile application consumer takes into consideration when purchasing mobile applications from the desktop iTunes App Store and the mobile App Store on the iOS devices: iPhone, iPad and iPod Touch. In this study both qualitative and quantitative case study approach was used. Accordingly twelve participants were selected from Stockholm and Uppsala area and their behaviour in the Apple’s App Store from the desktop iTunes and the mobile App Store on iOS devices was observed and recorded. Additionally questionnaires were administered to all participants in order to gather the necessary information. Consumers on the App Store behave differently depending on the unit they are using. This is because applications on the App Store are presented differently in the desktop iTunes App Store and the mobile App Store on the iOS devices. The study shows that young consumers with lower income purchase apps more frequently than the consumers with higher income. It also shows that consumers often consider the description, the screenshots, and the ratings when they are interested in buying applications. Furthermore consumers take a look more on ratings in the list on the iPhone and iPad App Store because the ratings are not shown in the list on the iTunes App Store. Similarly consumers tend to read the customer reviews more on the iTunes and iPad App Store as the customer reviews on the iPhone App Store is displayed in another page. Consumers were found to be more attracted by visual elements that they are already familiarized with, apps with famous logos and known fonts and styles but also to coherent and descriptive app names and strong colors (i.e. red, green, yellow, black and blue, respectively). The majority of the participants found the iTunes App Store messy and cumbersome to use. They preferred using the iPad App Store because they found it to be a good mixture of both iTunes and iPhone App Store but also because it has more options to consider. Although consumers behave differently depending on the unit they are using, the visual element of the apps, prior knowledge of consumers about the name of the apps, ratings, easy accessibility of screenshots and customer reviews of the apps were found to be the main factors to be considered by consumers when they visit app stores for purchase. Thus application developers and digital magazine publishers should consider these consumer behaviours in order to influence more downloads and successfully sell apps on the app stores.

Syftet med den här uppsatsen är att se hur vida digitala skärmar är ett effektivt promotionverktyg, och hur konsumenternas beteende är relaterade till denna typ av in-store promotion. Genom en explorativ studie som genomfördes på Ica Maxi Karlstad undersöktes detta fenomen med hjälp av ögonspårning och enkäter. Med denna metod kunde författarna jämföra faktorer som rör köpvanor med hur stor uppmärksamhet som riktas mot in-store elementen i en matbutik. Viktiga slutsatser pekar på att de digitala skärmar som undersökts inte bidrar med tillräckligt relevant information för att uppmärksammas av konsumenter. Resultatet visar också att digitala skärmar är något som uppmärksammas i liten skala av uppgiftsorienterade personer. Det visade sig att andra mer traditionella in-store element, som vanliga gula prisskyltar, drog mer uppmärksamhet till sig. Resultaten öppnar också upp för fortsatta studier och forskning inom området. / The purpose of this essay is to see whether digital screens are effective as promotional tools, and how consumer behavior is related to this type of in-store promotion. Through an exploratory study conducted at Ica Maxi Karlstad the phenomena was investigated by using eye-tracking and surveys. By using this method the authors could compare the factors related to shopping habits with the amount of attention given to in-store elements in a grocery store. Key findings indicate that the digital screens that were examined do not communicate enough relevant information, to gain the attention from the consumers. The results show that digital screens are something that task-oriented people pays a little attention to. It turned out that other more traditional in-store elements, such as ordinary yellow price-signs, gained more attention. Furthermore, the result opens up for further studies and research within this area.

SINYA company is a 3C distribution operator having distributed PCs and relevant hardware for more than 20 years since 1989. The company set up its first branch in JianGuo Computer Warehouse in 1995 with a shop only 15 square meters. The operating revenue had grown from NTD 300,000 to NTD20 million per month after 4 years painstaking development then. Since that so many customers joked about waiting for a long queue for buying a computer due to the rapid growing, the company decided to open another shop with higher capacity around 80 square meters, making the revenue more than 25 million monthly. Thus, the company could create more than NTD 400 million revenues annually with the two shops only in sum less than 100 square meters. SINYA company currently runs 30 branch stores making 1.6 billion operating revenues a year. Every Supplier, such as Intel, Microsoft, ASUS and even Sony, regards SINYA company as the third largest local chain store distributor in Taiwan. Branding Strategy is necessary for an enterprise to operate its sustainable business absolutely. However, as we know, the business opportunity is quite limited in a local market. The way to provide an enterprise an enough room to grow continuously means that an enterprise needs to target at the international market if an enterprise does want to run a business sustainably. Thus, in order to get more chances to step into the international markets from a local market like Taiwan, the SINYA company must create the business model and profit model to meet the demand of the international market, or even surpass any other outstanding competitors in the international chain store distribution markets. Referring to the international market, the SINYA company takes the markets both in China and South East Asia as the first 2 alternatives, especially in China, a place speaking the same language as we do with a big market, which is undoubtedly worth being researched aggressively for us. Of course, the development of 3C channels in China has advanced a lot these years under the assistance partly from Taiwanese businessmen and some efforts made by mainlanders. Some channels even have strong competiveness in the internationalized market. Nevertheless, as we know, competition is inevitable when running a business. Therefore, I believe that trying best to strengthen the company¡¦s multi-facet operational ability and to lead the enterprise with customer oriented and innovative thoughts is the necessary strategy for an enterprise to run their business sustainably so as to gain a good result. China is a large market with potential, more available virtual channels and the opportunity to develop its legal environment gradually, i.e. a good chance for the development of an enterprise. However, hardly could a new entrant break through the barrier to take part in the China¡¦s market in a short time, even a healthy enterprise as SINYA company which has the advantages of good operation efficiency, pricing policy, professional service personnel, innovative and adaptive abilities. There can be some factors as below: 1. Unhealthy taxation institution. 2. Unsound legal protection for the business environment provided by the government sectors. In addition, there are also some unsolved weaknesses from the SINYA company itself: 1. The Brand is not known enough. 2. Financial Capacity needs to be strengthened. 3. The strategy of vertical integration to strengthen the advantage of the products diversification should be implemented continuously. Found in this research, there are also some short and middle term opportunities exited for the SINYA company in the China market.So, the SINYA company can take into account some factors as below: 1. Duplicate other successful experiences to authorize its brand. 2. The Gap between Urban and Rural provides the virtual platform an unlimited potential. The market of some level 3 to 6 cities can be developed.

In recent years, due to the popularity of smart phone, the mobile application store are loved by consumers, making an increasing number of about 40 mobile application stores around the world. Mobile applications store offers a wide range of applications, software programs, content and services, such as games, tools, music, entertainment, books, etc., allowing consumers to use free or paid downloads. A variety of choices meets all aspects of consumer demand that changes the original value provided by phone service. However, it is doubly difficult to make one software standing out from the number of the many applications and thus increasing the amount downloaded made by consumers. Even if the store offers different kinds of marketing methods to assist the software increasing exposure opportunities, but still not enough. The goal of this study is going to improve the visibility of the software. After comparing the various media channels, finding the appropriate promotional channel for mobile applications is social media. Then by two cases analyzed understands the marketing effect through social media. By the aforementioned, this study sorts out the appropriate exposure development model of mobile applications software. First, software developers choose the appropriate software to create pages by being promoted software attributes and the media habits of target segments. Second, building blog provides consumers with more complete software and activities information to make up for other types of social media which is not entirely on message passing. Third, the software developer integrates the related sites, including blog, social media, or website to help the update information to be obtained on all relevant sites.

This thesis address the study of the recently popular Apple iOS platform, and its online application marketplace, called the ¡§App Store¡¨. The thesis examines the relation in Youtube videos and raking of the Apps. According to the research result, over 25% people use mobile device to watch the Apps videos. If marketer can manage the result of the searching and embedded the video in high traffic website, it can get more higher Apps ranking and Youtube video views. In addition, people/App player upload the video and share it with friends. It is just like the word and mouth marketing. Whenever people upload a lot of videos and get more video views, it can get higher App ranking. Furthermore, the video type is belonged to game trailer and walkthrough will has more views. In the other hand, the KUSO video will spread quickly in social network website and it brings more video views and Apps downloads potentially.

This research is on the chain coffee store. The case study is formulated by applying ¡§resources-building mechanism¡¨ (Feng-Lee Lin, 2009) to look into the business models adopted by different market players. The goal is to decompose each business model, pinpoint the difference, understand the cause and effect between business models and performances, and, one step forward, to predict the the management result. In the ¡§resources-building mechanism¡¨ theory which defines a firm¡¦s physical-energy-spirit equivalents: physical to a firm¡¦s physical properties, energy to a firm¡¦s driving power, and spirit to a firm¡¦s frame of mind. Physical, energy, spirit are the three essential elements in the making of a resources. Each of the three elements interacts with one another. The resources-building relies on utilizing both a firm¡¦s internal and external resources. The internal and external resources optimization are mutually enhanced, interacted and ultimately merged. From the ¡§Resources-building mechanism¡¨ perspective to explain business model construction mechanism of chain coffee store and take the well-known coffee chain store as the object of study. The conclusions are drawn: 1. The business model of chain coffee stores is the aggregation of the interior ¡§product¡¨ and the exterior ¡§customer¡¨. 2. The business model is composed of service, management state, brand name, target customer, consumption and the market trend. All these factors interact with one another. 3. The performance of the market player is positively correlated with the coordination and conciliation of the above six factors. Therefore, by appraising the degree of conciliation, we can measure the effectiveness of management. 4. Forecast of the chain coffee store case management result: The CITY CAFÉ ranks on top of the list in the evaluation, the manage result will be best among the four companies.85¢J coffee has sound adaptive degree, the manage result will be only inferior to CITY CAFÉ while Starbucks¡¦ (TAIWAN) adaptive degree is ordinary and the manage result will be inferior to CITYCAFÉ and 85¢J. Crown &Fancy CAFÉ¡¦s adaptive degree is bad, the manage result will be the worst among the four.

In recent years, population inflow and population in Kaohsiung has constantly increased. Besides, every shopping mall and department store has discovered that the consumption in Kaohsiung has improved as well. As a result, density of shopping mall and department store in Kaohsiung appears to be high and competitive. This study indicates that it is important to analyze the consumers in order to find and understand consumer insight. Includes where are the consumers are located, how the consumers¡¦ demographic variables distributed , consumers¡¦ needs ,buying behavior of consumers and what factors influence the way they choose shopping mall and department store.This study aims at the consumers of shopping mall and department store. By using questionnaire to describe different living style and using living style variables to segment the market. Then to further depict demographic variables and consumer behavior features in every living style segment in order to further understanding the shopping mall and department store consumers. This questionnaire survey has analyzed 338 copies. It shows that the majority of the shopping mall and department store consumers in Kaohsiung are age around 20-29, single female, occupations as students or in service industry. And by using cluster analysis, living style as a fundamental factors, to divide the consumers of shopping mall and department store into four group, home-valued type, information-gathering, price-calculated type and impulse shopping. Finally, the study discussed the similarity and difference between these groups.

Shoe, always catch women¡¦s attention. There¡¦s a lot shoe brands in Taiwan, but seldom sales the women¡¦s plus-size. It¡¦s frustrating to go shopping for those girls who need the plus-size. The change of our life-style and the diet preference, ladies now increase in both height and weight. Somehow, the feet length is related to the height, so the need from of the women¡¦s plus-size shoes more than before. Year 2012 in Taiwan, female¡¦s population number is about 11.6millions. The Shoe market is about 600 million every year, and the women¡¦s shoe market is about 300 million big. This research wants to know the potential profit earned from selling the women¡¦s plus-size shoes on the online store. Through the analysis of competitors and the shoes market in Taiwan, planed an entrepreneurial business plan to find the latent profit from internet venture. The result is assume to invest in 10 thousand dollars to run the women¡¦s plus-size shoes business on the internet, can receive a 9% after tax net profit in the end of the first year if the direct cost within 48%. Also break event in the same year. Base on the shoes market information nowadays. The range of direct cost is about from 20% to 48%, so the result of this research could have higher profit gained. It¡¦s hard to know the impacts of economics changes and also don¡¦t know how many dealers are going to do it the future. But if can start the business now when the product is in the growth period, the profit gain must higher.