<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>

<p>Abstract</p><p>When companies want to grow and gain market shares in a competitive industry it is im-portant to find out more about their potential market opportunities. This is often done by first conducting a market research. The tobacco industry is a very tricky environment to operate in and that is in terms of the health aspects and the superstition within the industry. In fact, the tobacco industry companies are moving towards more flexible production with smaller batches and need efficient handling equipment for this. And at your hand, you have a company that is manufacturing just this particular equipment, isn’t that perfect?</p><p>The purpose of this thesis is to do a market research for a company, in this thesis referred to as Bintech, and to examine the market for their product in the tobacco industry.</p><p>The research was conducted both quantitative and qualitative. The quantitative part con-sists of a numerous telephone calls all over Europe to every cigarette manufacturer that were to find. Out of 240 calls there were 80 relevant. The qualitative part consists of four in-depth discussion interviews with people involved in the tobacco industry.</p><p>There is a hard competition in the tobacco industry that is forcing the tobacco companies to make changes in their production lines. Bintech is a company that has the facilities to manage customer communication in terms of developing new products after customer de-mand. The product in the tobacco industry the bin is in the material plywood and that have seemed to be a good choice. The sales strategy that suit the bin the best is the differentia-tion focus were Bintech should try to be unique for their customers and they are on their way.</p><p>Even though the Bintech bins are at the higher price level, the users for sure will earn more money on having these bins than any others.</p> / <p>Sammanfattning</p><p>När företag vill växa och vinna marknadsandelar i en konkurrensutsatt bransch är det vik-tigt att undersöka mer om de potentiella marknadsmöjligheterna. Detta görs ofta genom marknadsundersökningar. Tobaksbranschen är en väldigt svår miljö att arbeta i därför att det finns mycket hälsoaspekter att ta hänsyn till och även en misstänksamhet ibland de in-blandade parterna. Företagen i tobaksbranschen går emot en mer flexibel produktion med mindre satsstorlekar och behöver effektiv utrustning för detta. För handen har du ett före-tag som producerar just precis den här utrustningen, är det inte perfekt?</p><p>Syftet för den här uppsatsen är att göra en marknadsundersökning för ett företag, som i uppsatsen kommer refereras till Bintech, och att utvärdera marknaden för deras produkt i tobaksbranschen.</p><p>Undersökningen är utförd både kvantitativt och kvalitativt. Den kvantitativa delen består utav telefonsamtal runtom i Europa till cigarettillverkare som gick att finna. Utav 240 sam-tal återstod 80 relevanta. Den kvalitativa delen består utav fyra djupintervjuer med folk som är inblandade i tobaksbranschen.</p><p>Det råder en hård konkurrens i tobaksbranschen och den tvingar tobaksföretagen till att göra förändringar i produktionen. Bintech är ett företag som har faciliteten att kunna han-tera kommunikationen med sina kunder och att utveckla nya produkter efter kundernas önskemål. Produkten i tobaksbranschen ” bin”-en är gjord utav plywood och det har visat sig vara ett bra val. Säljstrategin som passar produkten bäst är ”differentiation focus” där Bintech ska försöka att vara unika för sina kunder och de är på väg.</p><p>Även att Bintechs ” bin” tillhör en lite högre prisnivå så kommer nog förmodligen använ-darna av den att tjäna mer pengar på den än på andra.</p>

Man hör ständigt sjöfolk prata om att arbeta inom den norskflaggade flottan. Det är allmänt känt att lönerna är högre än i Sverige men när det handlar om övriga ekonomiska aspekter är okunskapen stor. Vårt syfte med uppsatsen var att ta reda på hur dessa aspekter skiljer sig åt mellan de båda länderna. Vi valde att skriva i utredningsform då det handlar om att sammanställa redan befintligt material. En stor del av arbetet bestod i att söka information i elektroniska källor. För att tolka informationen har vi sedan kontaktat respektive organisation. Vi kom fram till att lönerna i Norge, enligt de avtal vi granskat, är högre än i Sverige. De sociala förmånerna är likartade länderna emellan, båda har sina fördelar och nackdelar. Detta gör att det mest är livssituationen i varje enskilt fall som avgör vilket land som har bäst förmåner.

This thesis is concerned with the motivation of shopping behaviour. The main aim of the research is to examine internal factors that influence a person's motivation, with specific focus on how consumers' shopping goals and mood states prior to a retail encounter affect their in-store behaviour and the outcomes of the activity in terms of goal attainment and evaluations of the retail outlet. The conceptual basis for the research is provided by theories of goal-directed behaviour, which assume that people are purposive in their behaviour and that there is a synergistic relationship between cognition and motivation (Ratneshwar, 1995; Pervin, 1989). Two complementary perspectives on the motivational role of mood are linked into this conceptualisation: one that emphasises the role of associative cognitive networks and proposes that mood serves to regulate goal-directed behaviour by altering goal-relevant thought and perception (Gardner, 1985; Isen, 1984); the other that postulates that mood is a biopsychological phenomenon that registers the availability of personal resources given near-term demands and alters goal-relevant thought, perception, and motivation in accordance with this (Morris, forthcoming; Batson et al., 1992; Thayer, 1989). In order to examine the motivation of shopping behaviour, an investigation was carried out amongst visitors to craft fairs in Scotland. The research adopted a quantitative approach. The data collection was driven by five main research hypotheses and involved asking consumers to complete two parts of a questionnaire: the first part was filled in upon their arrival at the craft fair and the second part was completed just before their departure. In this way, data on the progression of goal-directed behaviour over the course of a shopping episode was captured. The main findings of the research were that: a) individuals' mood states prior to the retail encounter influenced consumers' levels of commitment to shopping goals, although the importance of mood state varied depending on the type of shopping goal in question; b) types of behaviour exhibited in the course of shopping were influenced by the types of goals that consumers identified to be important to them upon arriving at the craft fair and there was some evidence that individuals' mood states moderated the effects of their goals on their in-store behaviour; c) attainment of shopping goals was dependent on whether the relevant goals were specified as important prior to the retail encounter and in-store behaviour. Mixed evidence was obtained on the role of mood as a factor that moderates the effects of commitment to goals on attainment of goals. d) attainment of shopping goals was partly responsible for the change in a person's mood state between entering and leaving the craft fair; e) retail outcomes in terms of consumers' enjoyment of the retail encounter, their preference for and intentions to patronise the retail outlet in the future were influenced by consumers' evaluations of the extent to which they had attained their shopping goals and their mood state following the shopping episode. One of the main implications of the research is that a view of consumers as purposive in their shopping activities makes a useful contribution to the understanding of shopping behaviour and how repeat patronage can be encouraged. As far as retailers are concerned, there is a need to understand what goals consumers have in mind when they visit a store and how to facilitate behaviour directed towards the attainment of those goals in order that consumers evaluate the shopping activity as successful and leave with favourable impressions of the store. In addition, attempts to locate in an environment that helps to boost the resources that contribute to mood, rather than draining them, and to smooth the way for goal-directed shopping activities may also increase repeat patronage and ultimately customer loyalty to retailers.

This thesis explores the reasons why customers stop buying brands. The first part quantifies what proportion of customers defect for the reasons that are within and beyond brand managers' control. The second part examines how the reasons for defection impact on post-defection brand equity of former brand.

No description available.

In recent years there has been considerable growth in research concerned with commercial sponsorship and its effects. A range of conceptual and theory-guided models have been proposed, established psychological theories applied, and several construct level phenomena described, in an effort to explain the way sponsorship works and how it might impact audiences. The current research consolidates and adds to this literature by outlining how an item and relational information framework (Einstein & Hunt, 1980; Hunt & Einstein, 1981) can be used to explain the cognitive processes involved when consumer audiences encounter commercial sponsorship communications. Item information can be described as that which is processed in an individual’s mind when seemingly unrelated entities are encountered, while relational information is that which is processed when seemingly related entities are encountered. These cognitive processes are assumed to be relatively automatic, and hence not under the conscious control of the individual. Item information is useful in that it promotes item salience and distinctiveness, and assists memory retrieval by enhancing item discriminability. Relational information is useful in that it promotes associative relationships between items, and assists memory retrieval by enabling one item to serve as a cue for other related items. Any given set of items will initially be encoded predominantly as either item or relational information based on apparent similarities or dissimilarities, but optimal memory performance occurs when additional encoding is encouraged by also orienting people toward the processing of the alternative form of information. In the context of sponsorship, it is proposed that brand-event relationships which are perceived as incongruent (e.g., an electronics brands sponsoring an equestrian event) will be processed most naturally in people’s minds as item information, while those which are perceived as congruent (e.g., a swimwear brand sponsoring a swimming event) will be processed most naturally as relational information. Accordingly, memory for incongruent sponsorships should be facilitated if people are encouraged to process additional brand-event relational information, and memory for congruent sponsorships should be facilitated if people are encouraged to process additional brand-specific item information. Conceptualising sponsorship within an item and relational information framework provides an explanation for a range of findings from previous sponsorship research, such as that congruent sponsorships are better remembered than incongruent sponsorships (see Cornwell, Weeks, & Roy, 2005), that the provision of information linking unrelated sponsors and events together can enhance subsequent memory for the pairing (Cornwell, Humphreys, Maguire, Weeks, & Tellegen, 2006; Simmons & Becker-Olsen, 2006), and that people often tend to be biased toward attributing sponsorships to those brands that most obviously relate to an event, and to those brands that are prominent in the marketplace (Johar & Pham, 1999; Pham & Johar, 2001). Two sets of experiments are reported. Experimental Set One is composed of five cued recall experiments and assesses the applicability of using an item and relational information framework with respect to awareness related sponsorship outcomes. In addition to manipulating brand-event congruence and type of supplementary sponsor information within each experiment, direction of cueing (event cue with brand target, brand cue with event target), competitor brand presence, and type of competitor brand information are manipulated across experiments. This set of experiments demonstrates general support for using an item and relational information framework in sponsorship; congruence effects are consistently found, relational information is shown to facilitate both brand recall and event recall, and item information is shown to facilitate brand recall when competitor brands are not present in the sponsorship context. An unintended item information manipulation also demonstrates the value of providing event-contextualised brand-specific item information. Relational information is shown to increase erroneous recall (in the form of incorrect intrusions from other brands, and recall of events to competitor brands) while item information appears to help limit erroneous recall. The findings fall short of fitting entirely within an item and relational information framework in that differential sponsor information effects for each level of brand-event congruence are not observed in every experiment, and in that the intended item information manipulation does not consistently facilitate cued recall performance. These shortcomings however, provide insight into basic item and relational information ideas when elaborate stimuli are employed, and when cued recall is used as the dependent measure. The results additionally demonstrate that cueing direction is an important influence which should be considered when evaluating sponsorship awareness effects. Further, it is shown that competitor presence in the sponsorship environment may not impact overall levels of correct recall for sponsors and events, although competitor presence may increase incorrect recall of non-sponsor brands to event cues, and recall of events to non-sponsor brand cues. Experimental Set Two is composed of two experiments and was designed to determine if and how the item and relational information framework might generalise to non-awareness related sponsorship outcomes (namely attitude toward the brand and brand purchase intent). Here again, brand-event congruence and type of supplementary sponsor information are manipulated within each experiment, and competitor brand presence is manipulated across experiments. Results show that the item and relational information framework is not directly generalisable to predicting non-awareness related sponsorship outcomes, but that it does provide value by highlighting the need to consider differences in the types of communications sponsors employ (especially when seeking to promote the brand-event relationship using relational information). The experiments demonstrate that sponsors tend to fare better than competitors regardless of whether the competitor is named in the context of the sponsorship, and that brand-event congruence makes no overall difference to attitudinal and purchase intent ratings (in contrast to what is often reported in the literature). Additionally, the results suggest that attitudinal and purchase intent sponsorship outcomes may potentially be moderated by inferred sponsor motives and mediated by perceptions of sponsorship exploitation (derived from the presence of competitors in the sponsorship environment). These suggestions are however more speculative. The research adds to the sponsorship literature by providing an explanation of the possible cognitive processes involved when people encounter commercial sponsorship communications, most specifically with respect to awareness related sponsorship outcomes. It additionally demonstrates that sponsorship can be a useful applied context in which theoretical memory ideas can be tested and refined. That is, sponsorship offers an alternative to using single word and word pair stimuli in memory research, where manipulation of important variables is nonetheless possible, and where presentation of stimuli can be both incidental and intentional. Future research directions for an item and relational information framework as applied to sponsorship are suggested, together with research aimed at further testing basic item and relational information ideas.

<p>Man hör ständigt sjöfolk prata om att arbeta inom den norskflaggade flottan. Det är allmänt känt att lönerna är högre än i Sverige men när det handlar om övriga ekonomiska aspekter är okunskapen stor. Vårt syfte med uppsatsen var att ta reda på hur dessa aspekter skiljer sig åt mellan de båda länderna. Vi valde att skriva i utredningsform då det handlar om att sammanställa redan befintligt material. En stor del av arbetet bestod i att söka information i elektroniska källor. För att tolka informationen har vi sedan kontaktat respektive organisation. Vi kom fram till att lönerna i Norge, enligt de avtal vi granskat, är högre än i Sverige. De sociala förmånerna är likartade länderna emellan, båda har sina fördelar och nackdelar. Detta gör att det mest är livssituationen i varje enskilt fall som avgör vilket land som har bäst förmåner.</p>

A eficácia da estratégia de uma empresa é decidida, em última análise, pela maneira como os consumidores a percebem. Resultados operacionais, tais como vendas e lucros, são medidas que dependem do nível de valor agregado criado para os consumidores. Quanto mais alto esse valor, tanto melhor a estratégia. A vantagem competitiva se atinge criando mais valor que os concorrentes e o valor é definido pela percepção do consumidor. Esse trabalho tem por objetivo formular estratégias competitivas para o negócio de Poliuretano Termoplástico, na empresa FCC Fornecedora. O método de trabalho utilizado consistiu, inicialmente, na realização de uma pesquisa de satisfação de clientes. A seguir foi realizada a identificação das fragilidades e potencialidades do negócio, através da avaliação dos ambientes interno e externo, visando assim, à identificação de um conjunto de ações de melhoria coerentes às perspectivas do mercado. Através da utilização de uma matriz importância versus desempenho, a qual foi elaborada antes e após a implementação das ações, foi possível identificar que os atributos relacionados à qualidade e flexibilidade apresentaram significativo incremento em desempenho. / Efficacy of a corporation's strategy, at last, may be decided by the perception of the customers. Operational results, as profits or sales, are measurements that depend on the level of the psychological value transmitted to costumers. The higher this value, the better the strategy. Competitive advantages are accomplished through the creation of higher values than the competitors, and the value is defined by the perception of the costumers. The objective of this work is to implement strategies for the Thermoplastic Polyurethane business from FCC Fornecedora. The methodology initially applied was the customer satisfaction research. After that, were identified the fragilities and potentialities of the business, evaluating the internal and external environment, to find a set of actions or strategies that must be coherent with the market perspectives.Using a matrix importance vs. performance, before and after the implementation of that set of actions, was possible to identify the attributes related to quality and flexibility that present increase in corporation's performance.

No description available.